• by Sarah Mahoney  @mahoney_sarah, April 21, 2016

Americans are planning on spending more on Mother’s Day this year, with clothing getting the biggest increases. More are also planning on giving jewelry, too, according to Brand Keys, while tech gifts are losing favor.

The New York-based consumer loyalty consultancy says that 88% of the 6,100 adults it surveyed intend to celebrate Mother's Day somehow, and spend an average of $205 this year, a 6% gain. (As usual, men plan to spend considerably more, at $228, than women, at $182.)

"Once again, tradition has trumped tech," says Robert Passikoff, president of Brand Keys Inc., in its report. He says that the basic gifts—cards, flowers and a meal—continue to be expected. But among additional gifts, 10% more people say they’ll buy apparel this year than last, and 7% more have their eye on some jewelry for mom. Tech, by comparison, gained just 1%.

The survey also finds that people are continuing to expand their definition of who is mom-like enough to rate a gift, to include “virtually everyone: moms, wives, step-moms, female relatives and friends, divorced and single-parent households. It crosses cultural, ethnic, and religious boundaries, making it a real opportunity for retailers — an occasion nearly everyone celebrates."

Of those observing the holiday, 95% intend to buy a card; 90% plan to take mom out to brunch, lunch or dinner; 85% will buy flowers; 80% clothing; 59% jewelry, and 52% spa services. Gift cards—the choice of about 50% of people—and candy, chosen by 12%, were the only two categories to decline, down 2% and 3% respectively.

Despite the rise in interest in clothing and jewelry, department stores look to be losers, though, with 6% fewer — just 44% — planning to shop there. Discount stores remain tops, at 55%, and specialty stores 50%, both unchanged from last year.

Lower gas prices also seem to be having an impact, with 22% planning a personal visit, a 7% gain from 2015.