As a sign of solidarity with the Filipino family's inherent respect for elders, SM Supermalls gives its shoppers the longest Grandparents' Day celebration, where grandmas and grandpas take the spotlight in all of SM's 52 malls nationwide for two whole weeks. From August 31 up to the actual Grandparents' Day on September 13 , SM malls will have their "Grand Gifts and Treats" activities where special treats and discounts are offered by various mall tenants during the whole two-week celebration.