Brits spend more on gifts for pampered pooches than their best buds – whilst dogs will sign 46.9 MILLION Christmas cards
As the nation gears up for the festive break, new research reveals what dog owners have long known – our dogs aren’t just pets; they’re family.
From joining in on Christmas morning gift exchanges to featuring in family photos, festive walks, and even ‘signing’ Christmas cards, the UK’s four-legged friends are being treated like lifelong best friends – cherished companions who make every home a happier place.
The festive period gives us a chance to fully appreciate this – we spend less time rushing around, consumed in work or life tasks, and we have more time to dedicate to the things, people and animals we love so dearly.
Brits consider their dogs to be part of the family. They’re valued members of our households – 40% think of their dog as their child, and another 49% refer to them as their best friend, according to a new survey commissioned by Dogs Trust as part of their Happy Place Index, which spoke to 5,002 UK dog owners.
It is a scientific fact that dogs have the power to make us happier people. When you look at your dog, your brain produces more oxytocin. It works both ways, and recent studies have shown that just looking at each other causes your dog’s oxytocin levels to go up, too.
This is reinforced by the 87% who agreed their dog’s happiness level impacts their own – 60% have spent more time in nature since becoming dog owners, 28% have met and socialised with more people, and 35% feel less lonely.
Intent on returning the favour this festive season, dog owners across the UK will spend more on presents for their dog than they will for their closest friend this Christmas.
On average, owners will buy their dog five presents at £25 each (£125) whilst giving their closest friend three presents at £35 each (£105 in total). That’s £20 more spent on lucky pups across the country.
Over two thirds (65%) – approximately 6.7 million households – will sign their dog’s name in family Christmas cards this year, rising to 71% of Gen Zs and 70% of Millennials. Dogs will sign an average of 7 cards, meaning there could be up to 46,900,000 paw-printed cards in circulation this month.
Actress and Dogs Trust supporter Suranne Jones, who recently visited the Dogs Trust rehoming centre in Glasgow, said: “Christmas in our house definitely revolves around our dachshunds Mickey and Chase – they’re brothers, they’re inseparable, and they’re absolutely part of the family.
“They get their own pile of presents, they’re always involved in the festive routines, and yes, their names definitely end up on the Christmas cards.
“They bring so much joy and comfort, especially at Christmas, and I honestly can’t imagine life without them”.
Our love of dogs knows no bounds, and the social time we spend with our treasured pets is clearly important to us. Over half (59%) of owners have cancelled plans simply because their dog couldn’t join them.
18% say they have done this many times, rising to 26% of Gen Zs and 24% of Birmingham residents, and those living in homes without gardens are especially likely to cancel – 28% have done so repeatedly, a sign that companionship often outweighs socialising outside the home.
Dr Rob Christley, PhD, Honorary Professor of Epidemiology & One Health at the University of Liverpool and Head of Research at Dogs Trust comments: “The company of our dogs is becoming increasingly valued, as many opt for those cosy nights in and are likely to keep this up as we near the frosty festive season.
“We have it on good pawthority that 67% of Brits have cancelled their plans because they preferred to stay home with their dog; this is especially the case amongst Gen Zs, Millennials, and busy Londoners.
“It’s brilliant to see that our dogs are not only being cared for, but they’re being chosen, again and again, as company over convenience”.
Dogs Trust wants every dog to have a Happy Place. In 2025 alone, the charity rehomed 9,519 lucky pups (up to 9th December), who are now getting ready to enjoy their first presents and see their name in their first family Christmas cards in their new loving furever homes.
Dr Christley adds: “For dogs, a Happy Place can be somewhere physical, like cuddling up next to their owner on the sofa, dozing by the fire, or rolling around in a muddy puddle… But it can also be a feeling, like the excitement of a new toy, the comfort of being with their favourite humans, or the relief of just being somewhere safe”.
However, there are still thousands of dogs who will spend the festive season in rescue centres, cared for by dedicated teams of staff and volunteers. You can help these pups feel as warm and fuzzy as yours by supporting your local Dogs Trust centre with gifts this Christmas.
Essentials that we might overlook like treats, enrichment puzzles, and food bowls are paramount to the foundations of a dog’s Happy Place, and they’re all available here:
https://www.dogstrust.org.uk/support-us/our-shops/charity-shops/amazon-wishlists.
And for those in need of last minute cards, Dogs Trust also has a range of festive cards on sale.
