Pet owners are spending more on their pets than ever before. Total US pet spending exceeded $145 billion in 2025 and continues climbing. For groomers, the relevant question is: how much of that spending is on grooming, and how can you capture more of it? — see also Top Challenges Facing Pet Groomers in 2026. For more on this topic, see our guide on Pet Grooming Industry Statistics 2026.
Understanding spending trends isn’t academic — it directly informs your pricing strategy, service menu, and marketing approach. Let’s dig into the numbers that matter for your business.
The Big Picture: Pet Industry Spending
The US pet industry has grown every single year for more than three decades — including through recessions, pandemics, and economic uncertainty. Key numbers for 2026:
- Total US pet spending: ~$150 billion (projected)
- Pet services (grooming, boarding, training): ~$15 billion
- Professional grooming specifically: ~$8-$10 billion
- Average household pet spending: $1,500-$2,500/year across all categories
- Percentage of US households with pets: ~67% (approximately 87 million homes)
The grooming segment is growing faster than the overall pet industry — driven by the Doodle boom, increased awareness of pet hygiene, and the premiumization trend where owners choose higher-quality (and higher-priced) services.
Annual Grooming Spending Per Dog
| Dog Type | Grooming Frequency | Average Visit Cost | Annual Spend |
|---|---|---|---|
| Short-coat (Lab, Beagle) | 2-4x/year | $50-$65 | $100-$260 |
| Medium-maintenance (Golden, GSD) | 4-6x/year | $65-$90 | $260-$540 |
| High-maintenance (Poodle, Doodle) | 6-10x/year | $80-$120 | $480-$1,200 |
| Show/specialty breeds | 8-12x/year | $100-$200 | $800-$2,400 |
The Doodle Effect on Spending
Doodle breeds (Goldendoodles, Labradoodles, Bernedoodles, and the ever-expanding list of Poodle mixes) have fundamentally changed the grooming economy. Doodle owners spend 40-60% more on grooming annually than average dog owners due to:
- More frequent visits: Doodle coats mat easily and require grooming every 4-6 weeks instead of every 8-12 weeks
- Longer appointment times: Doodle grooming takes 2-3 hours on average versus 1-1.5 hours for many other breeds
- Higher per-visit cost: The combination of time, complexity, and coat condition commands premium pricing
- More add-on services: Doodle owners are more likely to accept de-matting charges, conditioning treatments, and premium shampoo upgrades
What this means for you: If you’re not specifically marketing to Doodle owners, you’re leaving the highest-spending client segment on the table. Build Doodle expertise, create Doodle-specific service packages, and target this demographic in your marketing.
What Drives Spending Decisions
Research consistently shows that pet owners choose groomers based on:
- Trust and reputation (Google reviews, referrals) — 40% weight
- Quality of grooming — 25% weight
- Convenience (location, online booking, hours) — 20% weight
- Price — 15% weight
Price is the LEAST important factor. Yet most groomers compete on price. The smart play is to compete on trust (reviews), quality (skill), and convenience (technology).
The Trust Premium
Pet owners will pay significantly more for a groomer they trust. Research shows:
- 65-70% of pet owners consider grooming a necessity, not a discretionary expense
- Most owners would pay 10-15% more for their preferred groomer over a cheaper alternative
- Client switching in grooming is low — once an owner finds a trusted groomer, they tend to stay for years
- Referral rates are high — happy clients actively recommend their groomer to friends and family
This trust premium means that investing in review collection, consistent quality, and client communication has a direct, measurable impact on your revenue.
The Convenience Factor
The convenience weight (20%) has been growing steadily. Pet owners increasingly value:
- Online booking: Available 24/7, no phone calls needed
- Text communication: Quick updates, easy rebooking
- Flexible hours: Early morning, evening, or weekend availability
- Location proximity: Willingness to pay more for a closer groomer
- Mobile grooming: Premium of 20-40% over salon grooming for at-home convenience
Groomers who invest in technology and convenience features capture spending that would otherwise go to competitors — even competitors who charge less but are less convenient.
Spending on Add-On Services
Add-on service adoption is increasing across the board, representing one of the fastest-growing revenue opportunities for groomers:
- Teeth brushing: 35% of clients accept when offered (up from 20% in 2020)
- De-shed treatments: 30% during shedding season, 15% year-round
- Nail grinding: 45% prefer over clipping when offered (and will pay more)
- Blueberry facial: 25% acceptance rate
- Premium shampoo upgrade: 20% will pay $5-$10 extra
- Cologne/fragrance: 30% accept when presented as an option
- Flea/tick treatment add-on: 20% during peak season
- Ear cleaning (deep): 25% when recommended based on ear condition
- Paw pad treatment: 15% acceptance, higher in winter months
- Bandana or bow: 40%+ when offered free as a finishing touch (builds goodwill, encourages social media sharing)
Annual add-on revenue opportunity per groomer: $8,000-$15,000 (from services that take 3-15 minutes each).
How to Maximize Add-On Revenue
The key insight: clients don’t decline add-ons because they don’t want them — they decline because they aren’t offered. Top-performing salons train groomers to recommend add-ons based on the dog’s specific needs:
- “Max’s teeth have some buildup — would you like me to add a teeth brushing today? It’s just $12 and takes 5 minutes.”
- “Bella’s coat is really starting to shed. A de-shed treatment would remove a lot of that loose undercoat. It’s $20 extra.”
- “I notice Cooper’s paw pads are looking dry — we have a moisturizing treatment that helps, especially in winter. It’s $8.”
Personalized recommendations based on observation convert at 2-3x the rate of generic add-on menus.
The Mobile Grooming Premium
Mobile grooming is the fastest-growing segment of the grooming industry, and the spending data reflects a clear willingness to pay for convenience:
- Mobile grooming premium: 20-40% higher than equivalent salon services
- Average mobile groom: $90-$140 (vs. $65-$90 for salon)
- Client retention in mobile: Higher than salon (convenience creates loyalty)
- Growth rate: Mobile grooming is growing at 15-20% annually vs. 5-8% for salon grooming
Pet owners who choose mobile grooming cite the following reasons: no transportation hassle, reduced stress for anxious dogs, no exposure to other animals, individual attention, and time savings. They’re willing to pay a significant premium for these benefits.
Generational Spending Differences
Different generations spend differently on pet grooming:
Millennials (ages 29-44 in 2026): The largest pet-owning generation. Spend more per pet than any previous generation. Prioritize premium products and experiences. Heavy users of online booking and expect digital communication.
Gen Z (ages 13-28 in 2026): Growing pet ownership as they enter adulthood. Extremely comfortable with technology. Discover groomers through social media (TikTok, Instagram). Value authenticity and sustainability.
Gen X (ages 45-60 in 2026): Established pet owners with higher household income. Loyal once they find a groomer. Less price-sensitive. May prefer phone communication over text.
Baby Boomers (ages 61-78 in 2026): Significant pet spending as “empty nesters.” Often have more disposable income. Value personal relationships with their groomer. May need more support with online booking.
Implication: Your marketing and communication approach should account for generational preferences. A strong Google Business Profile reaches all generations, but TikTok content reaches Gen Z, and email newsletters may resonate more with Gen X and Boomers.
Economic Resilience of Pet Spending
Pet grooming spending is remarkably recession-resistant. Historical data shows:
- 2008-2009 recession: Only a 2% dip in overall pet spending. Grooming frequency decreased slightly but spending per visit remained stable.
- 2020 pandemic: Initial disruption from business closures, followed by a surge in pet adoption and grooming spending that exceeded pre-pandemic levels within months.
- 2022-2023 inflation period: Pet owners absorbed price increases of 8-12% with minimal pushback. Grooming frequency remained stable.
Why pet spending is resilient: The human-animal bond creates emotional spending that doesn’t follow rational economic models. Pet owners will cut their own discretionary spending before reducing spending on their pets. This makes grooming one of the most stable small business categories.
What This Means for Your Business
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Stop underpricing. Clients value quality and trust over low prices. You’re not competing with Walmart. The data overwhelmingly shows that price is the least important factor in groomer selection. If you’re the cheapest in your market, you’re probably leaving 15-25% of potential revenue on the table.
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Offer and recommend add-ons. The money is there — clients are willing. You just need to ask. A systematic approach to add-on recommendations can generate $8,000-$15,000 in annual revenue per groomer.
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Make booking convenient. 20% of the decision is convenience. Online booking, text communication, and flexible hours capture spending that goes to competitors otherwise.
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Build trust through reviews. 40% of the decision is trust. Google reviews are your most powerful sales tool. Implement systematic review collection and aim for 100+ reviews with a 4.8+ average.
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Target Doodle owners. They spend 40-60% more annually. They need frequent grooming. They’re everywhere. Build expertise in Doodle grooming and market specifically to them.
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Consider mobile grooming. The 20-40% price premium and higher growth rate make mobile an attractive option for groomers willing to invest in a van and route optimization software.
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Raise prices annually. Pet owners have consistently absorbed 5-10% annual price increases without significant pushback. If you haven’t raised prices this year, you’re effectively giving yourself a pay cut.