Valentine’s Day is a popular time to express our love, not only to people who claim our hearts, but also to our pets.

“It’s no longer just about human loved ones anymore, it’s about our pets, too,” says Dan Christian, executive director of the Purina Pet Institute.

“I think it’s an indication that people are very attached to pets and consider them a true family member.

“Pets offer unconditional love without any anticipation of receiving,” Christian says.

More than 50 percent of the pet owners in the 2006 Purina Pet Lovers Survey planned to include their pets in their Valentine’s celebration.

The survey included 484 men and 516 women. Of those, roughly two-thirds own a dog, a cat or both.

Eight percent of the men surveyed and 9 percent of the women said they planned to spend the day alone with their pets.

Of the women falling into that category, 30 percent claimed their pets are most in tune with them. Of the men, 43 percent said their pets diminish, rather than increase, their stress.

Though a majority of women said they show more public displays of affection to their significant others, more than 41 percent said they are more demonstrative in public with their pets.

Tampa dog owner Lisa Clemans says that’s true for her.

“I am definitely one to kiss and pet all over my pups when I’m in public,” Clemans says. “My partner will get a little peck on the cheek here and there, but my pets get No. 1 billing for sure.”

Where our hearts lie, our pocketbooks soon follow.

More than 9 million pet owners will purchase a Valentine’s gift for their pet this year, according to the 2005-06 American Pet Product Manufacturers Association National Pet Owners Survey.

On average, people spend about $13 a gift, with women spending slightly more and men spending slightly less than average, the pet product manufacturers association reports.

If you’re looking for a present for your favorite pet, there’s a plethora of posh, pink, pet-related products on the market. Here are a couple of gifts that are practical and fun that benefit the Susan G. Komen Breast Cancer Foundation:

•Planet Dog’s Pink Ribbon Ringo is an indestructible rubber ball that is great for any dog that fetches, romps and plays. Planet Dog will donate a minimum of 45 cents for each ball sold, with a minimum guaranteed donation of $10,000. Go online to www .planetdog.com and click on “dog toys” and then Page 8). Local retail locations are listed on the company’s Web site.

•The limited-edition, Pink Drinkwell, Original Pet Fountain features a free-falling stream of water, encouraging dogs and cats to drink more, keeping them healthy and hydrated. Veterinary Ventures Inc. will donate proceeds from the sale of its new pink Drinkwell fountain to the breast cancer foundation. It’s available at Petco and PetSmart stores or at http://www.petfountain .com.

Here are a couple gift ideas for your human sweethearts that also benefit pets:

•Dog Lovers Wine Club - The Carivintas Winery offers a different wine each month made by a California winemaker. Each month’s bottle features an illustration of a different dog on the label.

The Carivintas Winery supports the Humane Society of the United States Pets for Life Program. A wine club membership, a gift pack and gift certificates are available at http://www.dogloverswineclub.comor by calling 1-877-919-9463.

•Adopt love- Though it may be tempting to give your loved one a new puppy or kitten for Valentine’s Day, the American Society for the Prevention of Cruelty to Animals suggests a different approach. Present your loved one with a gift certificate to adopt from a local shelter, then take a trip to pick out the pet together.

For a list of Tampa Bay area animal shelters, go to TBO.com, keyword: Pets.

Write to pet-life expert Kristen Levine at Fetching Communications, P.O. Box 222, Tarpon Springs FL 34688; e-mail ; or fax to (727) 934-6451.