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Who of us doesn’t know people who treat their pets like humans? There’s Mrs. Smith down the street, who baby-talks to her Boston Terrier, and Aunt Lily and Uncle Bob have substituted their Poodles for the children they never had. Or maybe we’re the ones with a four-footed family member. Social norms have changed, and our pets are part of that change.
The percentage of dogs who live or work on a farm and romp the open fields has dropped. And the barn cat whose job is to catch mice is becoming rare. Today’s pet, especially in our area, is more likely to live in the city, and often in an apartment. Their lives are much different from the pets our parents and grandparents had.
Back then, only celebrities or well-to-do folks used a pet salon, bought jewel-studded collars or paid for complex surgery. Luxuries like doggy day care or pet furniture were unheard of.
You may be shocked to know that Americans are expected to spend about $38 billion on their pets this year! We’ve got the money, we love our pets, and we’ll spend it on everything from pet food and boarding to pet massage and special strollers.
I recently visited Jordan Murray, co-owner of Camp Bow Wow, a premier doggy day and overnight camp in Greentree where clients are happy to spend money on a place for their dog to stay when no one’s home. Says Murray, “We provide an all-inclusive, guilt-free service that satisfies the changing needs of pet owners.”
Since many of today’s pets are left alone all day, they can become lonely, frustrated or hyperactive. He explains, “The dog sleeps all day, and when the owners come home, he needs a two-hour walk or else he’s tearing up the house. After a day with us, their dog is so tired. We give them the image they had of their dog curled up at their feet. He’s subdued, happy and relaxed.” Owners are not paying for extravagance, just a service that used to be filled by a stay-at-home mom.
Murray notes that the success of his business is indicative of a change in our lifestyles and a different kind of relationship with our pets. “Our clients represent all levels of income,” he says. “A lot of people are putting off having children till later in life, so their pets are surrogate children.” After some thought he adds, “Also, dogs didn’t get the same type of respect they do now. People are more concerned about the welfare of animals.”
Barbara Moran of Barbie’s Pet Taxi Service feels certain that her business could not have existed even ten years ago. While she acknowledges the fact that we have more disposable income, she also attributes the success of her business to “our changing attitudes toward pets and our busier lifestyles.”
At The Pet Salon in Scott Towne Center, I spoke with Michael Lisk, who pointed out that his service is not so much pampering as practical. True, he has some pet clothing and jewel-studded collars, and maybe he does a dye job now and then, but these are not his big sales. Washing and grooming which keeps pets healthy, reduces shedding problems and prevents matting and related skin disorders is what he does most.
If your pet is anything like mine, he’s snuggled next to you on the couch while you watch TV or read, and he sleeps beside you in your bed. Lisk says that this closeness is a big reason for the increase in his business. “When we accept animals in the home as family members, there is a greater need and desire for our cats and dogs to be clean and free of fleas, loose hair or odor. Thirty years ago, the industry only catered to special breeds, such as the Poodle and Bichon Frise. Now, our clientele is represented by all income levels, and we care for all breeds.”
He showed me a neat device called the PetSpa, which is a fully enclosed, pet-washing machine. It may seem posh, but it’s really quite sensible, as well as easier and safer for the pets and groomers. Much of the stress is taken out of the procedure as the dog or cat is washed, rinsed and dried by a gentle, hands-off technique.
Deb Chebatoris, owner of Chartiers Custom Pet Cremation in Bridgeville, says people of all income levels use her services. “Families make their choices based on their relationship with their pet,” she notes, adding that some of her clients admit that they used to think an emotional reaction to a pet’s passing was silly, only to later find themselves in the same situation when their own pet of 20 years passed away.
But when has pampering gone too far? “When the need to pamper imposes discomfort on the dog,” says Murray.
Lisk cites the example, “When the owner pays more attention to their pet than to their children.”
More than ever before, our pets have earned a special place in our lives. Couples delay having children, and their pet becomes a substitute child. More people choose to live alone, and their cat or dog becomes a friend and confidant. In later years, we may find ourselves outliving family and friends, making our pet more of a companion than we expected.
Times certainly have changed since the days when Rover lived outside in a dog house, and this is evident in the multitude of pet services offered: pet furniture, special shampoo formulas, organic pet food, unique carrying containers and even pet chiropractic! The list is long and varied. Local pet owners may not be as extravagant as Hollywood A-listers, but we do have our own Pittsburgh-style of pampering and we will spend our part of that $38 billion on our precious pets in ways that treat them very well. •
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