The shopping centers managed by Sonae Sierra, such as Centro Colombo, Centro Vasco da Gama, and NorteShopping, are launching their Christmas campaign under the slogan “Get rid of your prejudices and change your present.”

The goal is to promote a new mindset among the Portuguese, challenging gift-givers to plan and, above all, reflect on the role of gifts for each individual and in society.

Through a study conducted in October this year, the company found that 49% of the Portuguese do not plan their Christmas shopping or leave it until the last minute, while 63% always give the same presents. This data reinforced a question: in a world of constant change, why do people insist on always giving the same gift?

“The study shows that nearly half of the Portuguese make unplanned purchases, which leads them to rely on pre-established ideas, such as age, gender, or social status. Assuming that half of the adult population in Portugal – around four million people – gives an average of four presents at Christmas, we’re talking about a total of 16 million presents, eight million of which will potentially be under-valued,” said Joana Moura e Castro, Sonae Sierra’s Iberia Marketing Director, in a statement.

The concept of this year’s Christmas campaign is thus materialized in four videos developed around the story of characters – a grandmother, a neighbor, and a child – who explore the Christmas territory to promote a transformation of mentality.