# Mall Shoppers Get $100 Bills Selfless Brothers Give out Christmas Cash By Bianca | Published 2007-12-25 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/mall-brothers-christmas-cash References: [uk.reuters](http://uk.reuters.com/article/oddlyEnoughNews/idUKN2432075620071224?feedType=nl&feedName=ukoddlyenough) Two brothers in were [handing out $100 bills](http://uk.reuters.com/article/oddlyEnoughNews/idUKN2432075620071224?feedType=nl&feedName=ukoddlyenough) at the entrance of a Long Island, New York mall on Christmas eve. After police were called down by shopping centre security, the cops discovered it was nothing but a very [kind act of generosity](https://www.trendhunter.com/trends/krispy-kreme-world-kindness-day). The affluent brothers, 41 and 45, say they do it every year. They say they're fortunate to be well off and enjoy [sharing their prosperity](https://www.trendhunter.com/trends/im-library-people) with those the men, who choose to remain anonymous, feel will appreciate it. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 6% | Activity: 24% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Charity](https://www.trendhunter.com/charity) ## Key Themes ### What's Driving This Trend - **Generosity Trend:** Incorporating acts of kindness and generous behaviors into marketing and branding strategies can create a loyal customer base willing to pay a premium and advocate for a product or service. - **Wealth Redistribution Trend:** Exploring innovative ways of distributing wealth and resources can lead to positive social and economic effects on communities, leading to more stable and equitable marketplaces. - **Holiday Gifting Trend:** As traditional notions of holiday gift-giving continue to evolve, brands can create unique and shareable experiences that align with consumer values and help them connect with their communities. ### Who This Affects Most - **Retail:** Retailers can benefit from incorporating generous, goodwill activities into marketing and promotional campaigns that help customers view them as more than just a transactional business. - **Philanthropy:** By facilitating wealth redistribution and increasing access to resources for underrepresented and marginalized communities, philanthropic initiatives can create more equitable and sustainable marketplaces. - **Experience Marketing:** By creating memorable moments that connect customers with communities and social values, experience marketing can have a powerful impact on customer engagement and loyalty. ## Related on Trend Hunter - [Beer-Branded Cash Giveaways](https://www.trendhunter.com/trends/molson-coors-santa.md) - [Gratitude-Giving Sneakers](https://www.trendhunter.com/trends/air-jordan-xi-retro.md) - [Complimentary Christmas Shopping Campaigns](https://www.trendhunter.com/trends/aldi-big-advent-giveaway.md) - [Reverse Black Friday Sales](https://www.trendhunter.com/trends/cards-against-humanity-pays-you.md) - [Charitable Shopping Assistants](https://www.trendhunter.com/trends/give-freely.md) - [Charitable Coal Shops](https://www.trendhunter.com/trends/the-christmas-coal-shop.md) - [Pop-Up Reverse Supermarkets](https://www.trendhunter.com/trends/reverse-supermarket.md) - [Unsung Hero Christmas Campaign](https://www.trendhunter.com/trends/make-christmas-merry.md) - [Mischievous Gift Deliveries](https://www.trendhunter.com/trends/the-grinch.md)