On a Friday morning at Tokyo’s Ichigaya Kamegaoka shrine, pets like poodles and Chihuahuas dressed in kimonos received blessings alongside their owners during the Shichi-Go-San festival. The shrine’s chief priest, Kenji Kaji, said, "Be joyful with your owners. Every day and for a long time to come." Traditionally, Shichi-Go-San celebrates children turning seven, five, and three years old. But now, dozens of shrines across Japan bless pets to keep the festival alive. Japan’s pet market has grown by 20% since 2019, reaching about $12 billion. The country faces a record low of 13.6 million children due to one of the world’s lowest fertility rates. Many people, like Miki Toguchi, choose pets over children. She said, "I don’t have kids, but I have a dog." At Ichigaya Kamegaoka, more than 350 pets attend 7-5-3 each fall compared to just about 50 children. Shinto faith honors spirits in all living and non-living things. Kumiko Kasai, who has no children, dressed her dog Liz in a $200 kimono to celebrate. Kasai said, "I had great memories of 7-5-3, and I wanted to do the same for my dog." Shichi-Go-San began during Japan’s Heian period (794-1185) as a noble family tradition to mark key child birthdays. Today, the festival is a way for parents to thank gods for protecting their children. With fewer kids attending, pet blessings help shrines bring in income and connect with younger people.