Shopping enthusiasts and bargain hunters in the Baltic region are preparing for the return of ‘Jamam,’ Lithuania’s most significant retail event. Taking place from May 15th to 17th, the weekend is set to transform the Akropolis shopping centers in Vilnius, Klaipėda, and Šiauliai into hubs of high-volume commerce and family-oriented entertainment. This year, the event is pairing its traditional deep discounts with a massive logistics feat: the distribution of 9,000 free portions of premium gelato to shoppers.
For those unfamiliar with the Lithuanian retail landscape, ‘Jamam’ (which translates roughly to ‘Let’s take it’) is a biannual shopping marathon that rivals Black Friday in scale and consumer participation. It is a period where the country’s largest malls see a massive influx of visitors, often from neighboring Latvia and Belarus, drawn by the promise of significant savings across hundreds of international and local brands.
How to Claim Your Free Summer Treat
The headline-grabbing hook for this weekend’s event is the ‘Pasaka Gelato’ giveaway. To ensure the shopping experience remains a family-friendly affair rather than just a hunt for bargains, Akropolis Group has partnered with local dairy producers to offer a refreshing incentive. Paulius Pocius, Head of Marketing and Communication at Akropolis Group, notes that the initiative aims to make the visit both practical and pleasant.
To qualify for a free portion of ice cream, shoppers must meet a few simple criteria. On Saturday and Sunday, visitors who spend at least €30 in any of the participating stores or service locations can present their receipt to receive a treat. The distribution will take place between 12:00 and 16:00 on both days, though organizers warn that the 9,000 portions are available only while stocks last.
The distribution points are strategically located within each mall to manage the expected crowds. In the capital, Vilnius, shoppers should head to the first entrance near ‘Maxima.’ In the port city of Klaipėda, the station is located in the square near ‘ZARA,’ and in Šiauliai, the giveaway will be hosted on the second floor near ‘CAN CAN PIZZA.’
A Taste of Italy in the Baltics
The ice cream being offered is not a standard supermarket variety but a newly developed line inspired by traditional Italian gelato. Vitalija Masiulienė, a technologist at ‘Pieno žvaigždės,’ explains that the recipe took several years to perfect. The goal was to replicate the specific density and depth of flavor found in artisanal Italian shops, involving consultations with experts from Italy to refine the texture.
Shoppers will have a choice of six distinct flavors during the ‘Jamam’ weekend. The selection includes classics like vanilla and chocolate, alongside more contemporary options such as vanilla with raspberry, and caramel with almonds. For those seeking more adventurous profiles, the range also features matcha green tea with strawberry, and a ‘summer berry’ gelato containing a cranberry and redcurrant filling.
Maximizing the Discount Weekend
While the ice cream provides a festive atmosphere, the primary driver for the ‘Jamam’ weekend remains the price reductions. Discounts of up to 50% will be applied across a vast array of sectors, including fashion, beauty, home goods, electronics, and children’s toys.
For UK travelers or expats currently in the region, this represents a prime opportunity to access European brands at significantly lower price points. The event traditionally sees the highest footfall in the fashion and technology sectors. Given the expected volume of shoppers, veteran ‘Jamam’ attendees recommend arriving early in the day—not just to secure the free gelato, but to navigate the stores before the peak afternoon rush.
This retail phenomenon highlights the evolving nature of the shopping mall experience in Eastern Europe, where these centers serve as primary social hubs. By combining aggressive pricing with experiential ‘surprises’ like the gelato giveaway, Akropolis continues to maintain its dominance in a competitive retail market that is increasingly shifting toward digital platforms.
Source: ELTA
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