Abu Dhabi’s ‘Unbox Amazing’ boosts the emirate’s retail sector, as midway sales reports from the two-month campaign exceeded AED1 billion by the end of July. Unbox Amazing that ran from July 2 to August 31, 2020 was organised by Retail Abu Dhabi, the retail sector platform of the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi).
The campaign’s direct economic impact was enhanced by strong sales during the Eid Al Adha holidays in early August, with DCT Abu Dhabi predicting overall summer spending will break all previous seasonal sales records once receipts from other purchase mediums are confirmed.
The figures were further boosted when the Unbox Amazing final sale – in which retailers and malls increased discounts and hosted unique offers – and Back to School promotions, are tallied. Final campaign sales figures are expected towards the end of September.
Commenting on how Abu Dhabi’s ‘Unbox Amazing’ boosts the emirate’s retail sector, Ali Hassan Al Shaiba, executive director of tourism and marketing, DCT Abu Dhabi said, “The Unbox Amazing campaign has proved to be a resounding success and demonstrates the retail sector’s ability to rebound when helped by proactive support structures. Unbox Amazing has underscored the success of Retail Abu Dhabi’s public-private sector collaboration model. The sector owes much to the readiness of all partners to unite malls and more than 3,500 retailers across Abu Dhabi, Al Ain and Al Dhafra. Following the success of cross-partner co-operation this summer, Retail Abu Dhabi will build on the formula and continue working across the retail ecosystem to promote a safe and diverse retail environment for local, regional and international consumers.”