Georgette can be an intimidating hound. One of those ubiquitous "Northern New Mexico brown dogs," her exuberance might be overwhelming for some.

But put a fairy dress on her, frame her head with a flower-like neck roll, and the dog becomes — depending on one's taste — adorable.

Dressing up for Halloween is no longer simply reserved for children. For many pet owners, their canine pals have become just as important as a bowl of treats for scary-clad kids. According to new research from Bissell Homecare, more than 19 million Americans will put their pets in Halloween costumes this year.

And it doesn't stop there. While 13 percent of dog or cat owners dress up their pets for Saturday's popular costume date, nearly 35 million, or about 23 percent, will include their pet in a holiday card, and 49 percent are expected to give their pet gifts for holidays like Christmas or Valentine's Day.

Dressing up an animal for Halloween — or even just for special occasions, is simply fun, said Pam Hagan, owner of Zoe & Guido's Pet Boutique. "Everyone loves Halloween," she said. "It takes us all back to a time when we were children. It's a joyous occasion."

The store hosts its annual Halloween party — Howl-O-Ween — at 1 p.m. Saturday at the store on Paseo de Peralta. It's not just for canines, Hagan noted. There will be plenty of goodies or trick-or-treaters, as well.

This year's party, co-hosted by the Santa Fe Dog Dancing Club, is also a fundraising event for Rico's Fund for Little Brown Dogs, a Santa Fe Animal & Human Society-administered fund that helps others with the cost of spaying and neutering their animals. The fund is an offshoot of the shelter's similar program called "Big Brown Dog Bonanza." That program offers owners of larger dogs $10 if they bring their animals in for altering.

Zoe & Guido's isn't the only pet store hosting a Halloween event. Several stores held theirs last weekend, while Teca Tu in the Sanbusco Market Center will hold its popular party from noon to 4 p.m. Saturday.

Both stores offer treats, games and prizes for best costumes.

What is it that makes humans think animals love to play dress up anyway? Hagan says not all dogs enjoy the finery — her own dog Travis had costume issues a few Halloweens ago and is no longer required to be attired for special events — but those animals that do seem to positively glow.

Alix Novack, a Santa Fe woman who rescues animals statewide, said costumes can make a canine. She dressed up Georgette in feminine costumes to attract attention to the foster dog and take the edge off of people's perceptions of muscular brown dogs. The dog has since been adopted.

"I can draw a crowd in a parking lot with a dog in a sun dress," Novack said. "It was perfect for Georgette; she's a clown, a poser. She thought it was normal."

Novack often dresses her own pack because "it makes them feel special. People 'ooh and ahh' over them." For Halloween, Novack decides upon a costume theme and dresses her canine companion appropriately. Last year, for example, she dressed as a beekeeper and her dog was a bumble bee.

New costumes specially designed for animals of all sizes helps to make sure the animals are "hip" but safe. Costumes can turn your canine into a skeleton, witch or even a fire hydrant. In fitting animals for costumes, Hagan said, consider the dog's personality but make sure the animal is comfortable in the garb.

Kristen Levine, a national pet lifestyle expert, said for pets that prefer their "birthday suits," wearing a costume can cause undue stress. The costume shouldn't be annoying for the pet, nor should it impede the ability to breathe or bark or interfere with mobility. She suggests looking out for small, dangling or easily chewed-off pieces on the costume that a pet could choke on. Make sure the custom doesn't block the animal's vision.

"Even the sweetest animals can get snappy when they can't see," she said.

But the holiday can prove scary for some animals. That's where good crate-training comes in handy, said Mary Leatherberry, a certified pet trainer who happens to lead the Santa Fe Dog Dancing Club. The constant knocking at the door or doorbell ringing can prove nerve-wracking for some sensitive canine souls.

It's important that dogs are used to going to their crate or special place before festivities begin, she said. The crate shouldn't be viewed as canine punishment, but as a cozy refuge. Treats will help — but the dog kinds, not Halloween treats. Chocolate in all forms can be dangerous for pets and candy wrappers can be hazardous if swallowed.

"Before the doorbell starts ringing with trick-or-treaters or party guests, tell Fido to 'Go to your crate,' where he will happily relax until the festivities abate," she said. "You don't have to worry that he's going to scoot out the door, jump on your guests or eat all the Halloween goodies. He's safely confined and you can enjoy the holiday without worrying that it'll turn into a fright night for your pooch."

It's also a good idea to make sure your pet has proper identification, just in case he or she escapes or becomes lost. Collars, tags and a microchip will increase the chances that the pet will be returned to you.

Contact Ben Swan at 986-3051 or bswan@sfnewmexican.com. For more pet stories, visit Santafescoop.com.