Lithuania’s premier shopping event, the biannual ‘Jamam’ weekend, is set to return to Akropolis shopping centres across the country. Between Friday, May 15, and Sunday, May 17, shoppers can expect more than just the traditional deep discounts. In a move to turn a high-stress shopping weekend into a family-friendly experience, organizers have announced they will distribute 9,000 portions of premium gelato to visitors in Vilnius, Klaipėda, and Šiauliai.
The ‘Jamam’ initiative has become a cornerstone of the Baltic retail calendar, often compared to the scale of Black Friday in the UK or the US. This year, the focus shifts toward a ‘summer surprise’ theme, blending retail therapy with a taste of Italy. Paulius Pocius, Head of Marketing and Communication at Akropolis Group, emphasized that the goal is to make the visit both practical and pleasant. To qualify for the free treat, shoppers need to present a receipt showing a spend of at least €30 at any of the hundreds of participating stores or service outlets.
Where and How to Claim Your Free Gelato
The giveaway is scheduled for Saturday and Sunday (May 16–17) between the hours of 12:00 and 16:00. However, shoppers are advised to arrive early, as the 9,000 portions are expected to be claimed quickly. The distribution points are strategically located within the three major malls:
- Vilnius Akropolis: Located at the first entrance near the Maxima supermarket.
- Klaipėda Akropolis: Situated in the square near the ZARA store.
- Šiauliai Akropolis: Found on the second floor in the open space near Can Can Pizza.
This year’s giveaway features the ‘Pasaka Gelato’ line, a product developed by the major Lithuanian dairy producer Pieno žvaigždės. According to Vitalija Masiulienė, a technologist at the company, the recipe was years in the making. The team consulted with Italian gelato experts to ensure the texture and depth of flavor mirrored authentic Mediterranean standards. Shoppers will have six varieties to choose from, ranging from classic vanilla and chocolate to more adventurous pairings like matcha tea with strawberry or a summer berry blend featuring cranberry and redcurrant.
Huge Discounts Across All Categories
While the ice cream provides a sweet incentive, the primary draw for the ‘Jamam’ weekend remains the significant price cuts. Hundreds of stores within the Akropolis network will offer discounts of up to 50%. These offers span across various sectors including fashion, beauty, home goods, electronics, and children’s toys.
For international visitors or expats in Lithuania, ‘Jamam’ represents the most significant opportunity to purchase big-ticket items or refresh wardrobes before the summer season. The event typically draws massive crowds, as it is one of the few times a year when high-street brands and luxury boutiques align their sales schedules.
Beyond the retail aspect, the event serves as a barometer for consumer confidence in the region. By integrating a large-scale giveaway like the 9,000-portion gelato initiative, Akropolis Group is leaning into ‘retailtainment’—a strategy designed to keep physical malls competitive against the rising tide of e-commerce by offering experiences that cannot be replicated online. Whether you are hunting for a new smartphone or simply looking for a weekend outing with the family, the upcoming ‘Jamam’ weekend promises to be the busiest retail window of the quarter.
Source: ELTA
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