Traditionally an occasion to wear a costume and live the fantasy of being a superhero, monster or pop-culture icon, Halloween is increasingly a time to put on the dog. Or put one on the dog.

According to the Denver Post, The National Retail Federation says Americans will spend $330 million on pet costumes this year.

That is just a small fraction of the $6.9 billion consumers will spend on candy, costumes and decor.

The owner of a pet boutique in Larimer Square in Denver jokingly said dogs are the new children. This time of year, he stocks up on costumes such as monkey, lions and turtles.