Started Barkline Goods after watching too many new dog owners drop $300+ on gear their dog never touches. A few patterns:

Overkill #1: Toy variety. Dogs bond with 2-3 toys max in rotation. Buy one chew, one plush, one puzzle — skip the 12-pack bin.

Overkill #2: Bed size/luxury. Most dogs prefer a smaller, den-like bed over a giant plush one. Measure your dog curled up, not stretched out.

Overkill #3: Collar/leash sets with extra hardware. Simpler = fewer failure points. A flat collar + a 6ft leash covers 90% of situations.

What people skip: a proper ID tag with a phone number, not just a QR code. QR codes fail when a stranger's phone can't scan it in a panic. Engrave the number.

Built our starter kit around exactly this — no bloat, just the stuff that actually gets used daily. Happy to answer gear questions for anyone getting a new pup.