Month full of joy

The festival promises even bigger bargains, raffles and surprises this year.

Kicking off the year in spectacular style, Dubai Shopping Festival starts today and runs until February 15, playing host to firework displays, raffles, cultural exhibitions and huge discounts in the malls. Last year the event drew 3.2 million visitors from around the world and recorded consumer spending of Dh10 billion. Chief Strategy Officer of DSF, Laila Suhail, explains its appeal.

"Apart from being the biggest shopping and entertainment festival in the Middle East, DSF signifies Dubai's cultural economic and social vibrancy. Visitors from across the globe come to Dubai during the event to make true the festival's slogan, 'One World. One Family. One Festival.'
"DSF brings together the region's finest shopping promotions, non-stop entertainment and fabulous prizes worth millions of dirhams.

"In a climate where money is tight, Dubai Shopping Festival is a welcome boost for retailers and shoppers alike. "With residents and tourists experiencing the impact of the global crisis, DSF is the time to shop and take advantage of fabulous deals and magnificent bargains. For the same budget you can get so much more," says Faud Mansoor Sharaf, Vice President of the Mall of the Emirates.
Suhail hints that this year's event will offer even more bargains than in previous years.

"In the current economic circumstances the DSF office will strive to maintain the momentum of DSF by providing a platform where retailers reach out to customers and offer them the best bargains possible."

From fashion to folk dance

There will be 23 sponsors, several supporting sponsors and thousands of retail outlets involved. Most of the major malls will take part, each with their own promotions.

As part of their Shop Like A Movie Star theme, Deira City Centre will offer a chance to win Dh100,000 in shopping vouchers every week of the festival to all customers who spend more than Dh300 in the mall. Ibn Battuta is offering similar opportunities to shoppers; every day throughout the four-week event, those who spend Dh300 or more will be entered into a draw to win Dh10,000.

Daily fashion shows showcasing the mall's shops will also be held. Mercato, Dubai's Renaissance-themed mall, is offering big prizes to its customers too. It will be decorated like a Venetian Carnival throughout the festival, with live statues, court jesters, traditional flaggers and Italian musical performances to entertain shoppers.

The aim is to provide something for everyone. The focus is firmly on family, says Suhail. "Family entertainment is an integral facet of the festival and shows are meticulously planned to cater to visitors of every age category."
Even if shopping is off the agenda, there is lots more going on across the city to keep you entertained.

Mall of the Emirates will showcase the talents of the Shaolin Monks, with three displays of Kung Fu acrobatics scheduled every evening. Meanwhile film fans will flock to Deira City Centre to catch the premiere of Confessions of a Shopaholic, based on the Shopaholic series by Sophie Kinsella. The premiere night will be on February 15, more than a month before the film is released across the nation's cinemas.

Register online at www.deiracitycentre.com to win exclusive tickets.
It's not only malls getting involved in the festivities. Visa cardholders making purchases during the event will automatically be entered into a prize draw to win a trip to the 2010 FIFA World Cup, while four runners up will have Dh20,000 loaded on to their credit cards. Additionally, the World Cup trophy will be on display
between January 15 and 17 in Dubai Mall.

Mega raffles

Dubai Outlet Mall is a main sponsor of the event and will host some of the main entertainment for the Shopping Festival, including games, raffles, promotions, gifts and prizes.

Suhail adds that shoppers can also look forward to festival highlights, such as "the Lexus Mega Raffle, the Nissan Grand Raffle and the Dubai Gold and Jewellery Raffles".
Despite the tough economic climate, Suhail is confident that this year's event will trump last year's as savvy shoppers hunt for bargains and the range of entertainment is increased.
"DSF 2009 sees new ventures and attractions, in addition to international events ranging from premium theatre shows to numerous concerts featuring some of the best artists from around the world," says Suhail.

"The opening of new shopping venues, such as Dubai Mall and The Walk at Jumeirah Beach Residence, will add to the exciting list of venues for DSF events."