It’s time for DSF 2018


December 10, 2017 | By Rupkatha B

Every year Dubai’s annual shopping extravaganza, the Dubai Shopping Festival (DSF), returns on a grander scale. Organised by the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (Dubai Tourism), the 23rd edition of DSF will take place from December 26 to January 27.

For the 2018 edition, the strategic partners for DSF include Majid Al Futtaim, Emaar, Nakheel, Al-Futtaim, Meraas Holding, Mercato, AW Rostamami, Dubai Duty Free, Emirates Airlines, Emirates National Oil Company (ENOC), Etisalat and Paris Galley.

“DSF plays a vital role in attracting tourism into the emirate. The weather is pleasant, and DSF have created unique content for people to come, witness and partake in,” agrees Saeed Al Falasi, executive director, retail and strategic alliances, DFRE. “Every DSF is different from the year before, which requires us to plan and take into account what consumers want and will excite them.”

“Above all, buy-in from the industry to be part of DSF is very encouraging and fulfilling. Building meaningful partnerships with the retail community – big shopping malls, small community & strip malls, traditional souks, established retail groups as well as local entrepreneurs – is a proud achievement. It is a testament to how successful DSF have been for different categories within retail, supporting and boosting the Dubai economy,” he adds.

Promotions to look out for

DSF 2018 is set to start with a bang with the ‘12 Hour Sale’. Starting at midday and running right through to midnight, shoppers will be able to avail discounts ranging from 25% and 90% at all Majid Al Futtaim malls in Dubai.

‘Friday Surprise’ will add further excitement, offering bargain-hunters an opportunity to avail many offers.

Residents can look forward to redesigning their homes availing great offers each Tuesday at brands such as IKEA, ID Design, Home Centre, Home Box and Cottage Chic.

DSF will draw to a close with the ‘Final Sale’ – featuring the very last price cuts and discounts – commencing on January 25 and finishing on January 27.

The annual, and popular, DSF promotions will run in parallel including Dubai Gold and Jewellery Group’s 33 kilos of gold to be won promotion, Infiniti Mega Raffle 2018 and Dubai Shopping Mall Group’s ‘Shop & Win’ promotions.

Besides, shoppers who are members of loyalty programmes such as Landmark Group’s Shukran, Apparel Group’s Club Apparel, Air Miles or Janshanmal loyalty programme cards and shop during DSF will get exclusive benefits and the chance to enter a raffle draw to win big prizes.

Commenting on exclusive DSF-oriented promotions, Suhaila Saqer Obaid Ghubash, director of events and festivals, DFRE, says, “DSF’s popularity doesn’t have to be stressed. It is proven through different long-term collaborations as well as various limited edition offers which centre around the shopping festival. While we see a lot of visitors from all over the world, people coming from the neighbouring GCC countries and India stand out during this time. We work very hard to make the promotions, deals and entertainment during DSF differentiated and exciting,” she adds.

Entertainment galore

Fireworks and in-mall entertainment are essential features during DSF.

“This year, in partnership with Meraas, we have planned a line-up of firework displays at their three beachfront locations including Al Seef, La Mer or The Beach, every weekend during the month-long DSF,” shares Ghubash.

Add to that will be many in-mall entertainments such as live performances, concerts, musical and dance performances and stilt walkers, among others. Global Village, like every year, will add to the DSF charm with its unique setting and activities. This year the Dubai Parks and Resorts will also run DSF-related operations.

Promoting local talents

Started by DFRE as an initiative to encourage bright, local entrepreneurs, designers and businesses, the Market Outside the Box (MOTB) has now become an integral part of DSF. The fifth edition of MOTB will take place from January 11-20 at Burj Park in Downtown Dubai.

“With the weather being perfect for an outdoor market, MOTB offers shoppers a different kind of shopping experience. It’s a great platform offering a peep into the home-grown businesses dealing in niche products. Consumers can connect with some bright local entrepreneurs that participate in this pop-up market every year, moving beyond the regular options at the shopping malls. The idea is to have home-grown concepts represented at MOTB that don’t have a physical presence. They either operate online or as home-based businesses,” opines Ghubash.

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