Dubai: This year’s edition of Dubai Summer Surprises (DSS), the month-long shopping sale, has given a boost to business activity in the first half of the festival, its organisers have said.
According to the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (Dubai Tourism), this year’s DSS, running from June 22 to August 4, features a range of sales across Dubai’s malls.
The government authority says that the sale has had a “particularly strong” impact on the city’s retail sector, with participating malls becoming a “magnet for families.”
“We are pleased with the feedback received from our strategic partners on the performance of their establishments in the first half of Dubai Summer Surprises,” said Ahmad Al Khaja, chief executive of DFRE.
Ancillary industries such as airlines and the automotive sector have also benefited, DFRE claims.
“We expect the numerous retail promotions that are being run at thousands of retail outlets and by other partners to further boost the upward trajectory for business in the remaining period of DSS,” Al Khaja added.
Among the initiatives launched in collaboration with partners and stakeholders is the Dubai Pass, which offers a 60 per cent discount on over 30 attractions across Dubai, the 12-hour sale held on the opening day of DSS that offered discounts of up to 90 per cent on products from leading brands, and a promotion run by Majid Al Futtaim’s malls.
Dubai Summer Surprises is part of Dubai’s annual retail calendar that features sales, new season launches, and retail attractions aimed at further enhancing the retail sector, a significant contributor to Dubai’s economy.