Owners splash out £760 a year on their dogs – including fans and diamond collars

Dog owners are splashing out more than £760 a year on items such as cooling fans, swimming pools, designer gear and even diamond collars for their pooches.

A survey of 1,000 owners found many love to treat their pooches, with 47 per cent wishing they could treat their pets more than they do.

Nearly four in 10 (39 per cent) claim spending on their pooch’s comfort was more important than splashing out on other household expenses.

And 26 per cent have changed their own purchasing plans to accommodate their four-legged friends.

While 53 per cent would rather cut back on spending for themselves rather than their pet.

The research was commissioned by Shark, following the release of its FlexBreeze fan, which has donated £25,000 to Battersea to support enrichment activities for the dogs and cats in its care.

Tracey Scully, UK managing director at Shark, said: “We are passionate about improving everyday lives and that includes our beloved pets.

“That is why, we have decided to support a charity close to our hearts, Battersea, to highlight how the nation can best look after their pooch, whatever the weather.

“The research shows that many pet owners try all kinds of things to please their pets, but as Battersea reminds us, there are many ways to improve their wellbeing that we can easily do at home or that just requires a little creativity.”

Janine Pemberthy, canine behaviourist at Battersea, said: “As we celebrate rescue dogs and cats this September as part of Wear Blue for Rescue, we know that many pet owners will want to show their pets how much they care.

“However, keeping pets healthy and happy doesn’t necessarily require them to be showered with expensive gifts.

“In fact, there are plenty of cheap and cheerful things that pet owners can do with their dogs to celebrate in style whilst creating special bonding moments.

“From exploring new surroundings together on a local beach or muddy woodland walk, to keeping them entertained with fun filled indoor scent-based activities on a rainy or hot day, come rain or shine you don’t need to bust the budget to give your pets the enrichment they need to help them live their best life.”

BATTERSEA’S TOP TIPS TO KEEP YOUR POOCH HAPPY – WITHOUT SPLASHING THE CASH

1. Enjoy a change of scenery
Dogs love nothing more than a good walk, but a change can be as good as a rest so why not opt for a change of scenery. Dogs love new smells and sights, discovering a new muddy woodland walk or dog-friendly sandy beach can provide a dog with a rewarding way to spend the day.

2. Use Interactive toys
You don’t need extravagant toys, use homemade puzzles to keep pets entertained, like hiding treats in a rolled-up towel or inside scrunched-up newspaper in a cardboard box. Not only is this fun but also helps to challenge a dog mentally.

3. Scent games
If the weather is a bit too rainy or even too warm for pets, there are lots of ways to keep them entertained indoors instead. Hiding treats around the house and letting dogs use their nose to find them, can keep them occupied and taps into their natural sniffing instincts.

4. Training exercises
You might have heard the phrase you can’t teach an old dog new tricks, but Battersea believes dogs of all ages can enjoy practicing some basic obedience commands, tricks, or even advanced skills. Practicing basic commands can not only engage dogs mentally but also help improve their behaviour and strengthens bonding.

5. Making new canine companions
For many dogs, being around other canine friends can be a great experience filled with lots of new smells and interactions. Why not arrange a playdate with other dogs, join a local dog meet-up/group or visit a dog-friendly park, all of which can provide social stimulation and new experiences for dogs. Not all dogs are social butterflies though, so remember to think about what your dog enjoys.