This Christmas, Reflect on Gifting with Sonae Sierra's 'Think Well, Gift Better' Campaign in Algarve

A Thoughtful Christmas in Algarve

This Christmas, Albufeira Terrace and AlgarveShopping invite visitors to reflect on the act of giving gifts while dismantling stereotypes about shopping behaviors. The digital influencer Madalena Abecasis is the face of the campaign.

Under the motto “Think Well, Gift Better,” the 2024 campaign continues to promote conscious, thoughtful, and planned consumption. It combines creativity and humor with real insights into Portuguese consumption behaviors, derived from a recent study conducted by Sonae Sierra. This research identified typical behavioral profiles during the holiday season, which Madalena Abecasis interprets in a video.

Character Profiles

Madalena embodies various characters that reflect common gifting behaviors:

• “Teleguiado” – relies on others' instructions for gift selection.
• “Fica para mim” – chooses gifts based on personal preferences, assuming if the recipient doesn't like it, it stays with them.
• “Influencer” – prioritizes aesthetic gifts for social media unboxing.
• “Leaves everything for December 24” – procrastinates last-minute shopping.
• “Exchange receipt” – buys impulsively, thinking about exchanges later.

Campaign Reach

The “Think Well, Gift Better” campaign will be visible in various physical locations of Sonae Sierra-managed shopping centers, on digital platforms, and across Madalena Abecasis's social media, where content will be shared throughout the holiday season.

The humorous tone introduced by the influencer is designed to reflect consumer behaviors, encouraging individuals to think about choosing and giving gifts that are genuinely appreciated. According to the study, 42% of Portuguese do not use the gifts they receive, and around 3 million receive gifts they dislike, indicating a lack of thoughtfulness in gift selection. Additionally, about 2 million only do their Christmas shopping in December.

These statistics reveal that current habits affect not only how we experience this season but also the planet, as more conscious buying behaviors help reduce unnecessary trips and exchanges.

Joana Moura e Castro, Marketing Director Iberia at Sonae Sierra, emphasizes: “This year, we are reinforcing the call for more thoughtful consumption during Christmas, utilizing humor brought by Madalena Abecasis. We believe it will profoundly impact the Portuguese as they recognize these behaviors, promoting reflection on shopping habits. After all, when we take more time to think, we gift better, resulting in happier outcomes for everyone.”