Retail stores and shopping centers across Dubai have witnessed an increase of over 100% in average consumer spending during the first six weeks of the Dubai Summer Surprises 2025, which is organized by the Dubai Festivals and Retail Establishment until August 31. The collaboration with leading companies and stakeholders throughout the city has contributed to providing unmatched shopping experiences for both residents and visitors, enabling participation from over 1,000 brands and 3,500 stores across more than 100 retail destinations. This blend of entertainment and shopping offerings has solidified the emirate’s reputation as a hub for events, retail, and tourism.
The remarkable success can be attributed to a strategic approach adopted during the Dubai Summer Surprises, which included organizing three distinct retail seasons aligned with the evolution of shopping trends in Dubai. This strategy delivered concrete results, starting with the summer holiday launch promotions that stimulated retail activity from June 27 to July 17. Subsequently, the Grand Dubai Summer Sale accelerated shopping momentum in malls, enhancing transactions across major retail categories with discounts of up to 90% from July 18 to August 10.
Exciting Prizes
The promotional campaign “Shop, Scan, and Win” during the Grand Dubai Summer Sale was a major attraction, featuring a draw for one million dirhams in cash or a brand-new Nissan Patrol. This initiative garnered more than 27,000 entries, boosting shopper engagement and foot traffic in participating malls and stores.
The ongoing back-to-school season is expected to maintain this momentum until August 31, ensuring a strong conclusion to the Dubai Summer Surprises by appealing to families and students with valuable shopping experiences.
Unique Experiences
Ahmad Al Khaja, Executive Director of the Dubai Festivals and Retail Establishment, remarked, “Dubai Summer Surprises is one of the most popular annual festivals in the city and plays a significant role in supporting the economy, tourism, and sustainable growth in the retail sector. The dramatic increase in consumer spending in retail stores and shopping malls, exceeding 100% during the Grand Dubai Summer Sale, reflects the considerable success of our retail strategy for this celebration. Our diverse range of unique retail experiences this year highlights summer as the ideal time to explore Dubai, catering to all tastes and budgets, especially with thousands of promotional offers from over 1,000 brands and 3,500 stores across more than 100 shopping destinations.”
Visitor Growth
Retailers and shopping destinations throughout the city have reported a noticeable increase in visitor numbers, customer engagement, and retail transaction volumes.
Dr. Bernd van Linder, CEO of Dubai Commercial Bank, expressed pride in being a primary sponsor of Dubai Summer Surprises 2025, stating that this initiative revitalizes Dubai’s economy and its retail sector year after year. He noted the impressive mid-season results, which clearly demonstrate the effectiveness of this year’s updated strategy to maintain momentum and provide exceptional value. The extensive presence and participation seen during Dubai Summer Surprises, along with other shopping festivals across the city, have significantly bolstered Dubai Commercial Bank’s brand awareness among residents and visitors alike. By being part of high-traffic shopping destinations and engaging activities, we continue to enhance the customer experience and remain committed to supporting Dubai’s vibrant retail scene and its vision for sustainable economic growth.
Positive Engagement
Paijo Koryash, founder and CEO of Pess YZ Management and Marketing, stated, “The launch of the first edition of the Grand Dubai Summer Sale has witnessed extensive positive interaction, confirming the strength of strategic promotional campaigns in activating both the retail and community sectors. As the second main retail season of Dubai Summer Surprises, the Grand Summer Sale presented some of the most exciting offers this summer. Dubai Summer Surprises plays a crucial role in boosting footfall and consumer confidence, accelerating growth within Dubai’s tourism ecosystem. It is gratifying to observe this integration between retail and tourism sectors manifested through such initiatives.”
Interactive Activities
Fouad Mansour Sharaf, general manager of shopping centers at Majid Al Futtaim, remarked, “As we reach the midpoint of this year’s Dubai Summer Surprises, we have observed the significant impact of the Grand Dubai Summer Sale on driving foot traffic, spending, and engagement across all our shopping centers, fueled by unbeatable promotions and interactive entertainment activities that go beyond shopping. The retail event agenda in Dubai is evolving into a world-class tourism driver, with Dubai Summer Surprises serving as a vivid testament to this rising trend. We are pleased to contribute to a flourishing shopping tourism scene in the region.”
Sector Integration
Hossam Baghdadi, Senior Executive Officer at Arabian Automobile Company, noted, “Our ambitions align with Dubai’s vision for leadership in innovation and sustainable growth by meeting customer needs. Dubai Summer Surprises embodies the emirate’s commitment to promoting integration among sectors, communities, and ideas to activate economic growth opportunities and deliver exceptional value to both residents and visitors. We remain dedicated to enhancing customer experiences through innovative solutions that meet their aspirations and achieve their satisfaction, especially as they plan to acquire their next vehicle.”
Stimulating Growth
Haitham Hajar, Head of Asset Management at Al-Futtaim Properties, stated, “The Grand Dubai Summer Sale has established itself as a cornerstone in the emirate’s annual shopping season, and we take pride in the vital role that Dubai Festival City Mall and Festival Plaza have played in the event’s success, as reflected in the notable increase in visitor numbers and a 7% growth in sales across key segments, particularly in entertainment and dining. The diverse summer offerings, from discounts to raffles and recreational experiences, have enriched the shopping experience and bolstered foot traffic. Initiatives like Dubai Summer Surprises play a pivotal role in stimulating tourism and driving economic growth, and we are delighted to be part of this significant event that enhances Dubai’s status as a premier global shopping destination.”
A Shopping Destination
The Grand Dubai Summer Sale has played a crucial role in reinforcing Dubai’s status as a major shopping and tourism destination during the summer, with both Mercato and Town Centre Jumeirah experiencing a successful season this year.
Nasreen Boustani, PR Manager at Mercato and Town Centre Jumeirah, commented, “The ‘Shop and Win’ campaign, supported by the Privilege Plus app, received tremendous engagement from visitors, particularly due to the easy participation mechanism that allows entry into the weekly cash prize draw upon scanning the app after spending 200 dirhams. Additionally, shoppers benefited from exclusive discounts and valuable prizes. Participation in the draw increased by 50% compared to last year, while sales rose by 51% during the same period, demonstrating the growing enthusiasm for Dubai Summer Surprises and the effectiveness of promotional campaigns in attracting both residents and tourists. Dubai Summer Surprises significantly contributes to the growth of the retail sector citywide by offering a rich shopping experience filled with events and offers that attract visitors from both within and outside the country.”
Major Sponsors
Supported by major sponsors, Dubai Summer Surprises 2025 is backed by Dubai Commercial Bank, Al-Futtaim Malls (Dubai Festival City Mall and Festival Plaza), Alzarouni Group (Mercato), Abdul Wahid Al Rostamani Group, Dubai Holding Asset Management (Al Seef, Bluewaters, Ibn Battuta Mall, Nakheel Mall, and The Outlet Village), Emirates Airlines, ENOC, e&, Majid Al Futtaim (Mall of the Emirates, City Centre Mirdif, and City Centre Deira), Merex Investment (City Walk and The Beach at Jumeirah Beach Residence), and Talabat.