Business

Dubai Summer Surprises (DSS) 2025 has delivered exceptional economic results at its midway mark, with retail spending surging by more than 100% across over 1,000 brands and 3,500 outlets in more than 100 shopping destinations.

Organised by Dubai Festivals and Retail Establishment (DFRE) and running until 31 August, this year’s DSS introduced a phased retail strategy comprising three key shopping seasons: Summer Holiday Offers (27 June – 17 July), the Great Dubai Summer Sale (18 July – 10 August), and the ongoing Back to School season (until 31 August).

The inaugural Great Dubai Summer Sale (GDSS) emerged as the biggest driver of mid-season growth, offering discounts of up to 90% and engaging shoppers through flash sales and prize draws, including a AED 1 million cash prize or a new Nissan Patrol. The campaign drew over 27,000 entries, boosting both footfall and sales across participating malls and stores.

Ahmed Al Khaja, CEO of DFRE, said DSS is both a beloved summer festival and a major contributor to Dubai’s retail resilience and tourism appeal. “Our refreshed structure this year enables partners to align with key seasonal moments, sustaining engagement throughout the summer,” he noted.

Retail stakeholders have reported strong results:

• Commercial Bank of Dubai highlighted increased visibility and brand engagement through its DSS sponsorship.

• BUZ Management & Marketing called GDSS a “game-changer” for retail and tourism synergy.

• Majid Al Futtaim reported accelerated footfall and spending across its malls.

• Arabian Automobiles reaffirmed its commitment to supporting Dubai’s vision for customer-centric growth.

• Al-Futtaim Real Estate noted a 7% rise in sales in key categories like entertainment and dining, alongside increased visitor numbers at Dubai Festival City Mall and Festival Plaza.

With its extensive promotions, prize draws, and entertainment activations, DSS continues to position summer as a peak shopping and tourism season in Dubai.

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