The tables are being turned on shoppers at some area malls. They?re on the receiving end of the Christmas gift-giving tradition.
Four local malls owned by General Growth Properties ? The Mall in Columbia, White Marsh Mall, Owings Mills Mall and Towson Town Center ? are giving gifts and gift cards to shoppers chosen at random.
It?s the first year General Growth Properties locations have launched their “Random Act of Kindness” endeavor.
Random Acts of Kindness is an international effort to spread kindness around the globe. The organized effort is coordinated by the Random Acts of Kindness Foundation, a nonprofit group headquartered in Denver. “This is very different,” Julie Kauffman, the foundation?s communication manager, said when told of GGP?s effort. “It?s not often that you hear of a corporation going that far above and beyond in kindness. This is the first time I?ve heard of a mall doing something like this.”
While many different efforts are under way by individuals, Kauffman said corporations generally just encourage participation.
“I?ve heard of them putting signs up to pass along kindness, but nothing like this,” she said.
At Towson Town Center, mall employees are handing out gifts from mall merchants.
“We gave one couple a Harry & David gifttower,” mall marketing manager Samantha Harris said, referring to a collection of decorative holiday tins filled with candied fruits, nuts, cheeses and chocolates from the retailer of gourmet fruit baskets, appetizers and desserts.
“What we really wanted to do is find no reason to give, but just do it because it feels good to see someone else?s reaction,” Harris said. “Hopefully out of this something else will come.”
Included with the gifts is a note asking recipients to “pay the kindness forward to another unsuspecting soul”
“Your part is very simple,” the note reads. “All we?re asking that you do is repay the kindness that has been shown to you.”
Reactions from shoppers, Harris said, have been interesting.
“It?s funny when you call out to people in the mall. They have the fear of God in them,” she said. Harris said General Growth Properties launched its kindness drive the day after Thanksgiving, the traditional kickoff of the holiday shopping season known as Black Friday.
More information
» The Random Acts of Kindness Foundation
www.actsofkindness.org
