Forget roses and chocolates—this Valentine’s Day, pets are stealing hearts across the UK. According to new research from Animal Friends Insurance, millions of Brits consider their pets their “true love,” even putting them ahead of romantic partners.
Pets Over Partners: A Growing Trend
The survey of UK adults found that 36% of pet owners describe their pet as their true love, with the number rising to 40% of Gen Z and 46% of Millennials. In fact, one in five pet owners say they would prefer spending Valentine’s Day with their pet rather than a partner, while 22% would cancel a romantic date to stay in with their furry companion. Among younger generations, this sentiment is even stronger, with 26% of Gen Z and 29% of Millennials opting for pets over partners.
Pets are increasingly central to modern relationships, offering emotional support, companionship, and unconditional affection—qualities respondents say can be harder to find in human partners.
The Purrfect Match
For many, pets now outrank partners when it comes to Valentine’s Day priorities:
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27% of pet owners say their pet provides more emotional support than their partner—35% of Gen Zs and 32% of Millennials.
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19% would cancel a date if their Valentine wouldn’t allow their pet to join—26% of Gen Zs and 27% of Millennials.
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44% of pet owners nationally would consider ending a relationship if their partner didn’t like their pet, with almost half of Millennials (48%) saying they’d walk away over pet incompatibility.
This data highlights just how non-negotiable pets have become in people’s lives, particularly for younger audiences.
Why Pets Win Hearts
When it comes to Valentine’s Day, pets have several advantages:
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Better listeners: 42% of respondents
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Non-judgmental companions: 37%
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Calm, argument-free company: 25%
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Preferable company over partner: 34%
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More affection than partner: 32%
For many, Valentine’s Day isn’t just about treats—it’s about emotional ease, unconditional love, and quality time with their furry friend.
Roses Are Dead, Chew Toys Are In
The nation’s love for pets is also reflected in spending habits:
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16% of pet owners plan to spend more on their pet than their partner this Valentine’s Day.
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Among Gen Z, this jumps to 28%.
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Nationally, 9% expect to spend over £100 on their pet, with the average being £44. Millennials lead the pack, averaging £55.
For many, investing in pets’ wellbeing is a meaningful expression of love. 61% of pet owners say that spending on health, insurance, or preventative care is an important way to show affection, rising to 66% of Gen Zs and 67% of Millennials.
Expert Insight
Charlotte Ashburner, Chief Sales & Marketing Officer at Animal Friends Insurance, says:
“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. Love isn’t just about treats or grand gestures—it’s about protecting what matters most.”
About Animal Friends
Founded in 1998, Animal Friends champions animal welfare and has donated over £9 million to more than 830 animal charities worldwide. Their mission is to create a better life for every animal and provide peace of mind for pet owners.
