Retail Abu Dhabi’s ‘Unbox Amazing’ generates over AED2 billion in sales

Retail Abu Dhabi’s ‘Unbox Amazing’ generates over AED2 billion in sales, according to new data released by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi). The ‘Unbox Amazing’ shopping promotion ran throughout July and August across the emirate in 3,500 participating stores.

Equating to weekly spend of AED250 million on eligible Visa cards alone, the ‘Unbox Amazing’ shopping promotion achieved year-on-year increases of 31% in total spend and 23% in total transactions. The results have delivered a strong boost to the regional retail market and highlighted the emirate’s safe shopping and dining offerings to residents and visitors alike.

As Retail Abu Dhabi’s ‘Unbox Amazing’ generates over AED2 billion in sales, Ali Hassan Al Shaiba, executive director of Tourism and Marketing at DCT Abu Dhabi, praised the ambitious campaign’s impact as it achieved record shopping expenditure, boosted the emirate’s retail sector and also supported malls reopening in-line with the destination’s wider ‘Rediscover Abu Dhabi’ campaign.

“Everyone has been a winner,” he said. “The retail sector has demonstrated its immense diversity and resilience, and Abu Dhabi has achieved a reputational boost in terms of its promotional capabilities as a leading regional shopping destination. Strategic alliances have helped deliver an economically impactful summer retail experience for retailers and consumers, with supporting culinary promotions serving to increase domestic tourism appeal and residual spend.”

Consumer confidence was also boosted by ‘Unbox Amazing’ retailers aligning with DCT Abu Dhabi’s ‘Go Safe’ Certification, which enforces exacting safety and hygiene standards across the emirate’s hotels, attractions, malls, restaurants, theme parks and public venues. Safety measures included weekly testing of all retail and restaurant staff at malls, thermal scanning at mall entry points for shoppers, who are also asked to wear protective masks, the implementation of social distance shopping throughout malls, stores, cafes and restaurants, and regular cleaning and disinfection of all participating outlets. Contactless transactions are widely encouraged to limit person-to-person contact whilst all staff working in Abu Dhabi’s retail sector undergo regular COVID-19 testing.

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