Massage Therapy Gift Certificates Becoming The Trend

Massage therapy intersects with two major consumer trends this holiday season making massage therapy gift certificates a holiday gift idea every adult appreciates.

National consumer research has shown a dramatic increase in acceptance of massage therapy by Americans over the past two decades, with 16 percent of Americans - one in six - having received a massage in 2006, up from 12 percent in 2004. First-time users reported overwhelmingly positive experiences in a January 2007 survey conducted by Harstad Strategic Research and sponsored by ABMP.

"That positive response to a first-time massage therapy, in combination with the skyrocketing popularity of gift certificates, makes massage an ideal gift this holiday season," says Les Sweeney, nationally certified massage therapist and president of ABMP.

Multiple consumer studies released in recent weeks are showing gift certificates and gift cards to be the top choice for holiday shoppers this year, and further, that they are highly popular with gift recipients. Deloitte's annual holiday survey released this month found these items, for the fourth straight year, will be the top choice for 69 percent of American shoppers. Thirty-nine percent of consumers said they would prefer receiving gift certificates and cards over merchandise.

Massage Therapy Is More Than A Luxury

In October, Unity Marketing said consumers of "luxury" goods are spending less on items like jewelry and home d cor, but more on experiences like spa services and massage therapy. Other research shows experiential gifts have become more popular with American consumers in recent years.

"While massage may be perceived as a luxury by some, its health benefits are becoming more widely understood," Sweeney says. "We've found the two biggest drivers of people trying massage are gift certificates and recommendations of medical professionals. That makes two outstanding reasons to introduce friends and family members to one of the 250 recognized types of massage and bodywork."

ABMP members said in a November survey the most common reason clients buy holiday gift certificates are because they think the recipient needs a massage for stress or pain relief (83 percent). The second most common reason is the desire of the consumer to introduce the recipient to the massage experience (51 percent).

Massage Therapy Cost Remains Steady

"A one-hour massage at an average of $60 is an excellent value, especially since that's remained stable while other prices have gone up," Sweeney says. "And some massage therapists offer gift packages for a series of massage sessions to create the gift that keeps on giving. It's something that can start people down the path to less stressful lives."

Consumers can find out what to expect at a massage session and choose from thousands of qualified practitioners at www.massagetherapy.com or by calling 800-458-2267.

Associated Bodywork & Massage Professionals is the nation's largest massage membership association with 61,000 members. Headquartered in Evergreen, Colo., ABMP is celebrating its 20th year serving the massage therapy profession.