Flowers and chocolates may still be a Valentine’s Day staple, but new research from Animal Friends Insurance reveals that for millions of Brits, it’s their pets, not their partners, who hold their hearts.
A new survey of UK adults found that over a third (36%) of pet owners describe their pet as their “true love”, with many admitting they would happily prioritise quality time with their four-legged companion over a romantic date on Valentine’s Day. This rises to two in five Gen Zs (40%) and just under half of Millennials (46%).
In fact, one in five (20%) pet owners say they would prefer to spend Valentine’s Day with their pet rather than a partner, while 22% nationally admit they would cancel a date altogether if it meant staying in with their pet instead. This sentiment is even stronger among younger generations, rising to a quarter of Gen Zs (26%) and almost a third of Millennials (29%).
The research highlights the increasingly central role pets play in modern relationships, offering consistent companionship, emotional support and unconditional affection – qualities many respondents say are harder to find in romantic partners.
The purrfect match
For many people in relationships, pets now outrank partners when it comes to Valentine’s Day priorities:
- More than a quarter (27%) say their pet brings them more emotional support and love than their partner – rising to over a third of Gen Zs (35%) and nearly a third of Millennials (32%)
- One in five (19%) say they would cancel a date if their Valentine wouldn’t allow their pet to join – rising to a quarter of Gen Zs (26%) and over a quarter of Millennials (27%)
That sentiment is echoed even more strongly among younger audiences, with two in five Gen Zs (43%) saying they would cancel a date to stay in with their pet on Valentine’s Day, compared to a third of Millennials (33%).
The strength of feeling goes even further, withtwo in five (44%) of pet owners nationally saying they would consider ending a relationship if their partner didn’t like their pet, underlining just how non-negotiable pets have become in people’s lives. This rises to 43% of Gen Z pet owners, while nearly half of Millennials (48%) say they would walk away from a relationship over their pet.
Paws and effect
When it comes to choosing how to spend Valentine’s Day, many pet owners say it’s the emotional ease, understanding and unconditional affection their pet offers that makes them come out on top.
Among those who would rather spend Valentine’s Day with their pet than a partner, the most commonly cited reasons include pets being better listeners (42%), not judging them (37%), and offering a calmer, argument-free alternative to romantic relationships (25%).
Others say it simply comes down to preference, with 34% saying they prefer the company of their pet to their partner, while 32% say they receive more affection from their pet.
Roses are dead, chew toys are new
The nation’s love for pets is also showing up in spending habits. According to the research,16% of pet owners expect to spend more money on their pet than on their partner this Valentine’s Day, highlighting a growing shift in how Brits prioritise their Valentine’s budgets.
This trend is particularly pronounced among younger generations, with 28% of Gen Z pet owners planning to spend more on their pet than their partner.
Nationally, one in ten (9%) Brits expect to spend more than £100 on their pet for Valentine’s Day, with the average at£44. Millennials are the biggest spenders, splurging an average of £55.
Crucially, many pet owners see spending on their pet’s wellbeing as a meaningful expression of love. More than half (61%) say investing in their pet’s health, insurance or preventative care is an important way they show affection, rising to two-thirds of Gen Zs (66%) and Millennials (67%), reinforcing the shift towards long-term, responsible pet ownership.
Charlotte Ashburner, Chief Sales & Marketing Officer at Animal Friends Insurance, said: “For many of us, pets are no longer just animals we live with – they’re family. This research highlights just how central pets have become to our emotional lives, with many people putting their pet’s happiness, health and companionship first, even on Valentine’s Day.
“For millions of pet owners, love isn’t just about treats or grand gestures – it’s about protecting what matters most. That means planning ahead and investing in their pet’s long-term health and wellbeing, including having the right support in place should the unexpected happen.”
