It's beautiful! Albufeira is pretty popular, but is still a pretty (although much expanded) fishing village, not a purpose built resort. My biggest tip is that the sea is freeeeezing!! But generally, the people are very friendly, food and wine are cheap and plentiful, and it's well worth a trip west down the coast if you can - it's much quieter, beautiful beaches. Oh and Marciera brandy is just divine (and super cheap too!).
There is a shopping mall somewhere along the coast now, can't remember exactly where - if you are interested pm me and I'll check!