Every August, the shopping landscape in the Gulf undergoes a transformation. From Dubai to Riyadh, the aisles of malls and shops fill with backpacks, notebooks, lunchboxes, and ‘Mega Deals!’ signs.

However, a quiet evolution is reshaping the way brands approach this season. In the UAE and Saudi Arabia, back-to-school is no longer just a retail spike. It is becoming a moment of cultural and emotional significance.

From transaction to transformation

In the UAE, brands like Sharaf DG are evolving their approach. Beyond discounts, they have offered back-to-school tech bundles, student ID promotions, and buy-back schemes, focusing on relevance, not just price.

Now, imagine a brand launching a back-to-school docuseries featuring real families preparing for the first day, capturing both excitement and anxiety. A campaign like this doesn’t just advertise, it connects. It positions the brand as a part of the family journey, not just the sales cycle.

This is what happens when brands meet customers as people, not wallets. It’s a return to marketing with meaning.

Likewise, imagine a children’s brand in Riyadh activating mall kiosks that offer sensory kits for toddlers starting school, paired with expert guidance for parents managing separation anxiety. The campaign isn’t loud, it is deeply human. Social engagement triples, proving that emotional design is remembered, while discounts are forgotten in the long run.

These kinds of campaigns begin with a simple truth: transitions are emotional. The first day of school is both a celebration and a letting go. When brands hold space for that complexity through storytelling and not just signage, they gain loyalty that lasts well beyond the sale.

Malls as ‘memory arenas’

Malls remain vital cultural spaces across the Gulf, especially during seasonal peaks like back-to-school. Centrepoint has leveraged youth-focused content and influencer storytelling to engage students and parents alike.

But there is room to do more. Picture a department store turning its back-to-school section into an experience: personalization booths, creativity corners, and a mini runway where children can model their new looks. Or a lifestyle retailer hosting vision board workshops for families setting intentions for the school year.

These aren’t gimmicks, they are memory-makers. They anchor a brand in a child’s milestone moment. And they drive long-term emotional equity far beyond any single sale.

Emotional Intelligence wins

The data supports this shift. A 2024 YouGov MENA study showed that 68% of Gulf parents prefer brands that ‘support family life’ over those offering the deepest discounts. Deloitte’s GCC Retail Outlook found that emotion-led campaigns outperformed price-driven ones by more than 20% in long-term customer retention.

Google trends data shows strong seasonal spikes in ‘back to school UAE’ searches each Q3, clear evidence that attention during this season is high, and it’s won through meaning not volume.

In a region that values connection, aspiration, and family, the brands that succeed are those that understand one thing: the back-to-school season isn’t just a selling opportunity, it is a storytelling one.

At the end of the day, a school bag is never just a school bag. It is hope and pride and a symbol of growth for the child, and for the parent.

The brands that understand this won’t just win the season. They will become part of the memories that last long after the school year begins.

Adriana Usvat

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