It's Saturday morning, and Rusty arrives at his favorite shop in downtown Ventura to get a treat — part of his family's weekend ritual. Flirt is in the back relaxing into a massage, and Bodhi comes in to pick up some natural food for supper. It's a bustling weekend day at Naturally for Paws, where the dogs and their owners have become regulars. Bonnie Crystal of Newhall brought in Flirt, an Alaskan malamute, to see pet masseuse Debbie Zimmermann. Crystal, a massage therapist, said she asks her clients where it hurts, but Zimmermann has to learn how to read what the dog is telling her as she works. Flirt is yawning with her tongue lolling out of the side of her mouth — a good indication that Zimmermann is working on the right spot. "This is definitely an industry that its time has come," said Zimmermann, who lives in Newbury Park but works throughout Ventura County. Americans are expected to spend more on pets this year than ever before, nearly $36 billion, according to the American Pet Products Manufacturers Association. Estimates for annual expenses, including vet visits, food, grooming and toys, add up to $1,571 for dog owners and $948 for cat owners. The association's managing director pinpoints several reasons for the record number — more people own pets and it is more socially acceptable to treat pets as a part of the family. Susan Nodar, owner of Naturally for Paws, credits her store's success to people wanting healthy alternatives for their pets. Of course, the tiny T-shirts and authentic pearl collars she sells are purely for pampering. "You get the people who are becoming aware," Nodar said, "who ask, 'Why are we feeding our pets such junk when we ourselves are becoming more health-conscious?' " There are still the people who scratch their heads over why anyone would buy health food for their pets, she said, but not as many as when she first opened Naturally for Paws about five years ago. Bodhi, a toy poodle, has become a part of Christine Blosdale's family. Bodhi eats raw food and some kibble without filler, something Blosdale feels is important to the dog's health. The Ventura resident acknowledged that sometimes people criticize owners for taking good care of their dogs. "This is our baby, this is our child," she said. "I wouldn't take my child to McDonald's." A complete change "People do definitely seem to be happy to buy things for their dogs," said Stephanie Grant, co-owner of PawZessions in Thousand Oaks, a pet boutique and "barkery." "At one point, you had a dog, you bought it a collar, bought it a leash, maybe a bowl. ... Other than that, there would just be the occasional vet bill and food. "All that has changed completely now." She and co-owner Eleanor Dixie opened PawZessions about a year and a half ago after having an online site for about seven years. They make custom bowls and wooden signs, sell pet items and serve as a central point for some local entrepreneurs that do everything from pet portraits to made-to-measure dog coats. Grant said people even have dog birthday parties these days. Her shop offers carrot and peanut butter birthday cakes, though anyone with a sweet tooth may be disappointed if they try to share with their dog. The cakes have no added salt or sugar because those aren't good for dogs, Grant said. Use caution People can overdo the pet pampering if they don't use some common sense, said Kay Cox, an animal behaviorist and pet psychologist in Arizona. "It's sort of like everything, whether children or pets or whatever," she said. "There are some people that do go over the top and do things that are just silly. Some of it can actually cause problems for the pet." When it comes to pet owners, about 80 percent do a good job. An additional 10 percent don't give their pets enough attention and another 10 percent give too much, and both can be bad, Cox said. A dog left outside in the summer without water or shade is horrible, she said. "It's just as horrible to keep them inside constantly and pamper them to the point they can't be a normal pet," she said. Cox said pets have to be given a chance to use their normal instincts, whether it is two dogs playing hide-and-seek with each other or a cat romping through a "kitty condo." "That's part of learning to live with animals --letting them have their unique animal joy and yet teaching them how to do it in a human atmosphere," she said. Cox doesn't mind people dressing up a pet for a Fourth of July parade or special occasion as long as the pet likes to show off and isn't miserable in the tiny outfit. "The pets probably love it or they would be chewing up the costumes," she said. But it's not healthy for a pet to wear a sweater every day, she said. Animals aren't made for clothing and it can change how their system works, she said. If a pet's behavior changes, that can be a good sign the owner may have overstepped his or her bounds. Better care People are more aware of how to care for their animals, more likely to get them spayed or neutered, and are spending more time with their pets, said Stacey Warmuth, executive director of the Humane Society of Ventura County. Hotels and car rental companies are becoming more pet-friendly and some cities are adding dog parks to their public spaces. Shelter director Jolene Hoffman said the Humane Society is getting fewer abuse complaints, down from about 1,000 a year seven years ago to about 500 a year now. Warmuth said people are getting more preventative health-care for their pets and considering more serious medical procedures. With pet health insurance, the choice becomes less of a financial decision and more of a medical one, she said. Those who have seized a niche in the industry think it's just the beginning. John Greico launched a catalog and Web site catering to the small dog trend in August. Greico, president of family-owned G.W. Little Inc. in Thousand Oaks, said the challenge has been finding customers. That's more of a challenge for a catalog than a retail store, he said. The company has advertised in magazines targeted at owners of small dogs and participated in some local trade shows. The hope is the trade shows will offer a better sense of G.W. Little's audience. Greico said his core market isn't young trendsters such as Paris Hilton, who is well known for dressing up her Chihuahua, but middle-aged "empty-nesters" looking for small pet companions. His biggest concern about the trend is that it might lead some people to view small dogs as objects bought to complete the latest outfit without considering their needs and care requirements. "I would hate to have people jump into having a small dog so they can be hip," he said. That's why part of being a business in the small dog fashion market also means educating people about their pets, he said. With some common sense, it can be a fun experience for people and dogs. "The dogs love the attention when you dress them up, the people love the attention," he said. "They call it a social icebreaker." Not just for pets Pet retailers never forget who has the wallet, even if the purchases are for furry friends. Grant said having breed-specific things for the home has become big business as well. In the past, pillows or picture frames may have been offered for a few breeds, but now there are dozens of home decor items for dozens of breeds. Pet love has extended beyond toys and food to what people hang on the walls of their homes and offices, said Cori Solomon of Los Angeles. The artist has done pet portraits since 1998. In recent years, her business has grown. Solomon said she has seen a shift from having more dog show clients to just having typical families wanting pictures of their pets. Then there are the matching T-shirts and outfits. G.W. Little sells chokers and necklaces to match dog collars, hats and scarves to match dog clothing, and clips for you or your pooch. One customer in Nodar's Ventura store bought a fur-trimmed jean jacket for her poodle to match her own. Even those over-the-top pet owners buying matching outfits or crystal collars are just the extreme of a trend of people taking better care of their pets, Warmuth said. "We're happy that they're becoming more a part of the family," she said. "We know they're in loving homes."