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Spa Services Show Biggest Gain in Mother’s Day Gifts, Brand Keys Survey Predicts

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

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