It's a day for cards, cupids and canines

As Justin Rudd talks about his Valentine's Day plans, there is an eager listener sitting nearby. Her ears perk up as she hears him spell out "b-e-a-c-h." Rudd recently completed his Valentine's card for Rosie, one of the loves of his life. It has a whimsical pink outer-space theme, and on the inside is the endearment, "You mean the world to me."

Inside is a picture of her. She's a looker, though a bit wrinkly for her age. Of course, that's to be expected. Rosie is a 7-year-old English bulldog.

With the number of pet owners in the United States growing, many people are including their furry friends in Valentine's Day celebrations. It's not only a social revolution -- complete with parties held for pets and their owners -- but an economic one.

Pet products are becoming big business as the trend of pampering pets takes hold. In 2004, owners spent an estimated $34.3 billion on food, care and supplies for their domesticated animals, more than double the figures for 1994, according to a survey by the American Pet Products Manufacturers Assn.

This Valentine's Day, more than 9 million pets will be receiving gifts from their owners, according to the organization.

Gourmet treat company Chez Puppy estimates that it will ship $50,000 in orders for today's celebrations. The company, which operates mainly out of California, boasts a clientele that includes Paris Hilton's and Hilary Duff's dogs. "We're doing amazingly well," said Caye Serling, a founder and president of the business, which is less than 2 years old. "It's a huge holiday for people and their dogs."

Top sellers include the Chez Puppy gift tin, an elaborately wrapped bin of treats with a toy, for $39.99; Valentine's Chezgars, a box of doggie cigars wrapped for the occasion, for $11.99; and peanut butter-carob-flavored Puppy Kisses in a heart-shaped box, for $7.99.

"Dogs are part of the family now," Serling said. "You include your kids, you include your spouse and, naturally, you want to include your pets."

In Los Angeles, Rudd organized a card contest to help pet lovers express their feelings. "Homemade Valentine's Cards for Pets" encouraged people to show love for their favorite pet -- or shelter animal. Entries were judged at a Yappy Hour party at Wiskers Pet Beastro and Bowteek in Long Beach and will be displayed for the rest of the week.

"My purpose in doing dog events is to develop bonds between animals and those who love them," said Rudd, who directs a community-action nonprofit organization and runs the website www.HauteDogs.org.