Dubai: Massive discounts of as much as 70 per cent off a wide array of merchandise at Dubai’s malls are attracting a steady stream of bargain hunters and are helping drive a jump in retail sales.
Figures released on Wednesday showed that sales volumes and shopper numbers at various shopping malls in Dubai have been on the rise, with some establishments reporting a 15 per cent to 20 per cent increase in receipts and visitors.
Thousands of merchants across Dubai are offering steep discounts on a wide array of merchandise, from clothes to shoes, bags, furniture and homeware, as part of the 20th edition of Dubai Summer Surprises (DSS).
Discounts at most shops are valid from July 1 to August 12, 2017, but what is also proving to be a huge draw is the three-day exclusive sale that happens every week, as it promises shoppers more savings on already discounted items.
And as UAE’s budget-savvy consumers splashed out in stores, shops like the ones in Mercato saw a 20 per cent rise in footfall and 15 to 20 per cent jump in sales.
At Dubai Festival City, footfall numbers rose by 16 per cent compared to the first week of DSS 2016, while premium brands at Paris Gallery saw their sales swell by 16 per cent.
A retailer of beauty products, Wojooh reported that its sales doubled and customer traffic increased by more than 190 per cent during the “Friday Surprise” promotion alone, another highlight of DSS. Every Friday throughout DSS, shoppers get the chance to bag “an amazing deal on an exclusive product” at a specified shopping location.
“The DSS has once again proven that it serves as a catalyst for retail growth with its key partners reporting an upswing in business at the halfway mark of the region’s most popular retail event in the summer,” DSS organisers said in a statement.
Saeed Mohammad Measan Al Falasi, executive director for retail and strategic alliances at Dubai Festivals and Retail Establishment, an agency of the Department of Tourism and Commerce Marketing (Dubai Tourism), and organisers of DSS, said that Dubai’s merchants are indeed “reaping rich dividends” following an increase in shopper numbers during the retail bonanza.
Steven Cleaver, director of shopping malls at Dubai Festival City said that they are so far witnessing the “most successful DSS to date,” as evidenced by the 16.6 per cent increase in footfall across the mall.
Diana Al Sakka, marketing and events manager at Mercato and Town Centre Jumeirah, said that the summer retail event is also a unique platform for various brands to introduce new products and collections during the summer.
“DSS has now evolved into six weeks of incredible sales where retailers are able to use this period to introduce great shopping deals,” said Al Sakka.
Majid Al Ghurair, chairman of Dubai Shopping Malls Group, said that much of the success of DSS can be attributed to the massive discounts offered by retailers.
“The retail sector is heading in the right direction and is gaining momentum especially with the 6 weeks of DSS sales and promotions similar to our ‘Shop, Win & Drive’ promotion sparking interest among residents and tourist in Dubai,” said Al Ghurair.
