Dubai Summer Surprises 2021: What are the top retailers doing to attract and engage customers?

June 27, 2021 | By Jibran Chouguley

Dubai Summer Surprises (DSS) 2021 is set to kick off this year from 1 July to 4 September, offering mega sales and entertainment activities organised by Dubai Festivals and Retail Establishment (DFRE). The 24th edition of DSS will be spread over ten weeks showcasing discounted rates alongside raffle draws and customer-incentives to engage shoppers.

“The 24th edition of DSS will be 10 weeks of great events, rewarding shopping experiences and unrivalled fun within a safe environment that will firmly establish Dubai’s global position as the number one family destination this summer. The summer is a special time of year in Dubai; it is when the city comes alive and comes together to enjoy its famous landmarks, discover its renowned retail opportunities and enjoy once-in-a-lifetime experiences with friends and family. This year, DSS takes on even greater importance as it caters to residents who are opting to enjoy a staycation rather than a vacation abroad. With this in mind, the DSS calendar has been carefully crafted to appeal to people who call the city home while also wowing visitors from around the world.

“With this year shaping up to be extra special for the UAE, as Dubai will be hosting Expo 2020 from October and the nation proudly celebrating its Golden Jubilee on 2 December, DSS kick-starts not only a summer of superb promotions and world class events but will also serve as the launchpad for accelerated growth in Dubai’s tourism 2021 and beyond. With so much to show and offer this summer, we are truly delighted to once again welcome the world to Dubai during DSS,” said Ahmed Al Khaja, CEO, Dubai Festivals and Retail Establishment (DFRE).

The DSS Summer Sale will see more than 500 brands and 3,500 outlets offering savings of up to 25-75 per cent. Participating stores include homeware favourites Pottery Barn, Pottery Barn Kids and West Elm, make-up and cosmetics specialists M.A.C. and Faces, clothing brands Gap, Topshop, American Eagle Outfitters and Banana Republic plus kids and baby shops Monsoon Children, Justice and Mamas & Papas. Sports and fitness shoppers can get a kick out of great deals at Foot Locker while optical stores Prime Optics, Solaris and Vision Express will host big savings and promotions along with popular footwear merchants Chic Shoes, Florsheim, Opera Trading Co, Al Iscafi and Payless, with more great deals available at many other stores.

With multiple retailers collaborating with the DFRE to provide customers with more value during their shopping  experience, customers will be provided with umpteen deals and promotions throughout the DSS 2021.

12-Hour Sale by Majid Al Futtaim Group – The event will begin with Majid Al Futtaim malls that will hold a 12-hour sale from 10AM to 10PM across the city, at locations including Mall of The Emirates, City Centre Deira, City Centre Mirdif, City Centre Al Shindagha and City Centre Me’Aisem. The sale will feature discounts ranging from 25% up to 90% at more than 100 brands.

SHARE Milllionaire by Majid Al Futtaim Group – Shoppers across MAF malls can also win up to 1 million in SHARE points after a single or cumulative shopping spree that totals AED 300. The SHARE app enables shoppers to earn points based on their purchases across MAF brands. The points can then be used to pay for purchases or experiences across the malls. This deal will be enabled throughout the entire DSS period.

Modesh Daily Jackpot by Nakheel Mall – For a chance to take home AED 10,000 a customer would have to spend AED 200 in a single shopping spree or across multiple purchases at Nakheel Mall or Ibn Battuta Mall. The shopper after spending the required amount would have to scan their receipts to enter the digital draw. The daily draw will start on 1 July and end on 7 August.

Mobile Fest 2021 by Jumbo Electronics – Shoppers have a chance to save up to AED 2,000 while buying a smartphone during the Mobile Fest 2021. Furthermore, shoppers can win 10 gaming consoles with in-store purchases.

Save More When You Shop More by 1915 by Ahmed Siddiqui and Sons – On purchases of watches or any accessories the shoppers will receive 25% off with savings of up to 30% if two watches are purchased and 35% off for three watches or accessories. Furthermore, two shoppers will also win AED 5,000 in gift vouchers for 1915 by Seddiqi and Sons each week with four winners announced on the final week of DSS

VAT on us by Apparel Group and 6thcom –All the Apparel Group’s brands will conduct an additional 5% discount on top of existing sales and discounts that they have during the DSS. This will be available for customers on a one week period from 4 July to 10 July. This also extends to’s online store all-day.

Amber Millionaire by Al Tayer Group —Based on Al Tayer Group’s loyalty programme from 15 July to 17 July, shoppers will be able to gain 1 million points on the Amber Rewards Programme, which they can then use for their purchases across the group’s brands.

Sephora’s Beauty Promotion – Adding value to the beauty sector, the DSS across Sephora’s stores when shoppers make purchases of a total spend of AED 200 they will receive an entire Sephora makeup kit.

Beat The Clock by Rivoli GroupFor three days from 29 July to 31 July, shoppers can avail of great deals and discounts on the brand’s products.

Blue Rewards – Double Cashback by Al Futtaim Group – As part of Al Futtaim’s loyalty programme, a customer can avail of double cashback alongside an additional 4% discount on top of the DSS sales and promotions. This will be conducted from 12 August to 14 August.

10% MUSE Days by Chalhoub Group – With Chalhoub Group’s MUSE loyalty programme, from 19 August to 21 August, customers can get an additional 10% across their brands and products alongside the exciting deals and promotions that the DSS holds.

DSS Final Sale – The final sale as part of the DSS season will be held from 2 September to 4 September to conclude the shopping festival.



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