If loving your dog means going a little overboard, then Chili the Golden Retriever is living proof that winter wardrobes are non-negotiable. A lighthearted video shared by @goldenchilidog shows one owner fully embracing her role as a devoted dog mom by repeatedly buying stylish winter clothing for her pup, even when she knows she probably shouldn’t.
Dog owner can’t resist spending on Golden Retriever in cute video
The Instagram account @goldenchilidog, which has amassed an impressive 384K followers across 1,442 posts, features Chilli, a Golden Retriever with maximum charm. The bio describes the page perfectly: “One golden retriever. zero personal space.” The account is run by Chili’s mom, who often shares relatable, humor-filled moments from life with her dog.
In the video, the owner showcases another winter purchase for Chilli, a cozy jacket, a layered knit, or a cold-weather accessory designed to keep him warm and stylish. A playful text overlay jokes about the struggle between sticking to a budget and the irresistible urge to spoil a very deserving dog.
As Chili models the winter gear, he looks completely unbothered and perfectly content, sitting patiently as his owner fusses over the fit. Each new item is met with laughter and mild disbelief, as if the owner knows she’s gone too far but also knows she’ll do it again. The video resonates with dog parents everywhere who understand that pet shopping logic doesn’t follow normal rules. What starts as “just one jacket” quickly turns into a full seasonal collection, because of course, your dog needs options.
The comments section quickly filled with fellow enablers. One user joked, “My bank account: -$100 me: oooh loook a corgi shaped pizza cutter!!” Another added, “Just got the most ridiculous metallic gold winter hat and jacket from Target for the dogs.. totally necessary.” One viewer summed it up perfectly, writing, “Those are absolutely necessities! Essentials!!”
