>> A hippie, the pope, and even a lottery winner. More and more pets are getting roped into Halloween festivities. Americans are shelling out outrageous amounts of money to dress up their pets for Halloween.>> Well, this is his newest one, this is the Beast from Beauty and the Beast.
>> This year Americans will spend about $480 million on costumes for their furry friends. Much of the spending spree coming from the more than one-third of American households that own dogs. And the ones most likely to do this, millennials who have subbed in pets for children. Reuters Barbara Goldberg.
>> Halloween is such a kid holiday and Americans are not having kids, the birthrate in the US fell to the lowest point ever in 2017. So pets, I mean, dogs in particular are becoming substitute children. I mean, so many people say, this is my child. Or even if they are going to have children, dogs are becoming like a practice child, especially for millennials.
>> The dog is a member of the family, its part of the family, they're a child of the family.>> And they're not just showing up on Halloween as an owner's costume accessory. Dogs are the main event.>> So dogs are showing up in every aspect of Halloween from dog parades to actual parties for the dog rather than the humans.
To decorations on your lawn, it's not just a family of skeletons anymore, it's a family of skeletons and the skeletal dog. And just every aspect of Halloween dogs are showing up to greet trick-or-treaters in costume. They're in every aspect of Halloween now because they're kids. For a lot of people, they are their kids.
>> Also driving the trend, social media. Since Instagram launched, if you look up #dog there are more than 195 million pictures that pop up. With dog owners using their pets to nab those Instagram likes.