The Paradox of Pet Spending: Luxury Indulgence Amid Declining Veterinary Visits
In 2025, pet ownership in the U.S. has reached unprecedented levels, with 66% of households—approximately 86.9 million homes—owning a pet. A recent survey by Wisdom Panel revealed that 64% of pet parents spend over $1,000 annually on their pets, indulging in items like pet-friendly vacations, custom accessories, and even personalized pet portraits. Yet, this surge in discretionary spending contrasts sharply with a decline in essential veterinary care.
Declining Veterinary Visits
Data from Vetsource indicates that veterinary visits decreased by 2.3% in 2024 compared to the previous year, with the average time between visits increasing by 48% over the past three years. This trend suggests that while pet owners are willing to spend on non-essential items, they are postponing or avoiding necessary medical care for their pets.​
The Cost Barrier
The rising cost of veterinary services is a significant factor in this decline. Veterinary service inflation has risen by 8% in the last 12 months, outpacing the national inflation rate by 1.6 times. Consequently, many pet owners are extending the time between visits and delaying care due to financial constraints.​ A Gallup-PetSmart Charities survey revealed that 52% of pet owners skipped or delayed veterinary visits in the past year, despite 97% of pet parents considering their pets family. The average annual veterinary expenditure per household stands at $580 for dogs and $433 for cats.
The Luxury Spending Paradox
While essential care is being deferred, spending on luxury pet items is on the rise. The Wisdom Panel survey found that 92% of pet parents celebrate their pets’ birthdays, with 36% throwing parties. Some pet owners have gone to extremes, purchasing GPS pet collars, orthopedic mattresses, and even RVs for road-tripping with their pets.
Understanding the Discrepancy
Several factors contribute to this paradox:
- Emotional Fulfillment: Celebrating a pet’s birthday or buying them gifts provides immediate joy, whereas the benefits of preventive veterinary care are less tangible.​
- Financial Planning: Pet owners may budget for known expenses like toys and treats but are unprepared for unexpected veterinary bills.​
- Perceived Value: Some owners may question the value of expensive medical procedures, especially when outcomes are uncertain.​
- Access Issues: Approximately one-third of Americans live in areas with limited access to veterinary care – a statistic compounded by vet burnout – making it challenging to obtain timely services.
Moving Forward
To address this issue, it’s crucial for pet owners to balance their budgets, ensuring that their pets’ health needs are not overshadowed by non-essential expenditures. Implementing financial planning strategies and considering pet insurance can help mitigate unexpected veterinary costs and promote regular medical care.
To bridge the gap between emotional spending and essential veterinary care, pet parents should be encouraged to:
- Budget for Veterinary Care: Allocate funds not only for toys and treats, but also for preventive checkups and emergency services.
- Explore Pet Insurance: Evaluate pet insurance plans to help reduce the financial shock of unexpected medical costs.
- Leverage Community Resources: Seek out nonprofit clinics or wellness plans that offer affordable options.
For veterinarians, this paradox of luxury spending amidst declining visit counts presents both a challenge and an opportunity. Practices can respond by:
- Educating Clients: Use every visit to highlight the long-term cost savings of preventive care versus delayed treatment.
- Offering Tiered Service Plans: Implement wellness packages or subscription models that spread out costs over time and help pet parents budget.
- Improving Communication: Highlight the value of services through clear, compassionate conversations that connect emotionally and financially.
- Promoting Pet Insurance: Help pet parents understand pet insurance and its advantages.
By proactively addressing these shifts in spending behavior, veterinary practices can not only improve patient outcomes but also strengthen client loyalty and practice sustainability. See our Blog series on Pet Insurance for additional resources and insights.
Sources:
- Wisdom Panel Survey on Pet Spending (Dog O’Day)
- Vetsource Report on Declining Veterinary Visits (Pets.Care)
- VHMA Insights on Veterinary Service Inflation
- Gallup-PetSmart Charities Survey on Veterinary Care
- AVMA U.S. Pet Ownership Statistics (PetDesk)
- Report on Limited Access to Veterinary Care (dvm360)
