Woman in mask on face in spa salon.; Shutterstock ID 788986801

Stuck on what to give for Mother’s Day? Spa services are showing the biggest growth in Mother’s Day gifts this year, according to Brand Keys’ annual survey.

“This year besides the traditional cards, flowers and clothing, spa services have come into their own as they are seen as more personalized and customizable gifts to pamper Mom,” said Robert Passikoff, president of Brand Keys, Inc., the New York-based consumer loyalty and emotional brand engagement consultancy. “The spa category continues to grow with an 11 percent increase over last year, more than two times the growth of gift cards, the next largest growth category.”

Celebrants intend to spend on average $233 for Mother’s Day, according to the survey. Men, following a long-standing tradition, will spend more than women, reporting an anticipated average spend of $255. Women anticipate they will spend $211.

Overall, Mother’s Day spending is predicted to be up 4 percent over 2018, the survey found.

This year, some 8,200 men and women, ages 16 to 65, from the nine U.S. Census regions were asked if, and how, they planned to celebrate Mother’s Day. Most consumers said they will make multiple gift purchases. Both spa services and gift cards were up significantly, said Passikoff.

“A drill down into the spa-as-gift trend revealed consumers are looking for something more personal, more individualized, and something that Mom can literally customize. Consumers cited treatments — massages, facials, body wraps and spa manicures and pedicures — as the preferred spa gifts for Mom.”

Of the 2019 gift categories, the percentage of people who intend to buy, and change from 2018 are as follows:

*Cards and E-cards, 96 percent, (-1 percent)

*Brunch/Lunch/Dinner, 93 percent (+1 percent)

*Flowers, 88 percent (-1 percent)

*Clothing, 85 percent (- 2 percent)

*Spa Services, 66 percent (+11 percent)

*Gift Cards, 65 percent (+5 percent)

*Jewelry, 60 percent (flat)

*Books, 24 percent (+3 percent)

*Housewares, Gardening Tools, 24 percent (+2 percent)

*Electronics/Smartphones, 13 percent (-2 percent)

*Candy, 8 percent (-2 percent)

The survey showed that 70 percent plan to buy Mother’s Day gifts at specialty stores (including spas), up 10 percent from a year ago; 55 percent plan to buy at discount stores, which is flat; 45 percent intend to shop at department stores, up 3 percent; 48 percent plan to shop at online stores, up 8 percent, and 2 percent plan to shop from a catalog, which is flat.

Like last year, significantly more consumers intend to connect with their mothers via in-person visits, said Passikoff. “Phone calls will increase again this year. Given the ubiquity of smartphones and apps like FaceTime, Mother’s Day has become one of the most popular holidays to place that call,” he said.

Specifically, 68 percent plan to use phone/mobile (up 3 percent); 32 percent plan a personal visit (up 5 percent); 16 percent intend to connect online (up 4 percent), and 10 percent plan to send a card (even to a year ago).