File picture of sales during a previous edition of DSS at Deira City Centre Image Credit: Photo Virendra Saklani/Gulf News

Dubai: From a 25-hour sale with up to 90 per cent discounts at major retail outlets and a mega prize of Dh1million, to raffles valued up to Dh25 million in prizes ranging from cars, cash, diamonds and scholarships, the latest edition of Dubai Summer Surprises (DSS) will see the biggest celebration of summer sales in Dubai.

Celebrating its 25th anniversary this year, the annual festival will mark its return with an array of events, offers and experiences from July 1 to September 4, officials announced on Monday.

“This is a very special year as we are celebrating the 25th year of DSS,” said Ahmed Al Khaja, CEO, Dubai Festivals and Retail Establishment (DFRE). “Between us and our partners, we are giving away prizes in raffles that are valued from Dh20 million to Dh25 million throughout this special DSS season,” he told Gulf News.

Flash sale

The signature DSS 12-hour flash sale with up to 90 per cent discounts this year has been extended to 25 hours to celebrate the special anniversary, said Mohammed Feras, director, Retail Registration, DFRE.

DSS 2022 press con in Dubai
(L to R) Mohammed Feras, director, Retail Registration; Ahmed Al Khaja, CEO; Suhaila Ghubash, executive director, Festivals & Events; and Abdalla Al Ameeri, director, Raffles & Retail Promotions; from DFRE at the press conference to announce the details of the 25th edition of Dubai Summer Surprises on Monday Image Credit: Sajila Saseendran/Gulf News

The dates for the 25-hour surprise sale in retail outlets under Majid Al Futtain (MAF) Group will be announced later, 24 hours prior to the mega sale, officials said.

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“We will be launching the summer season with special discounts from 25 to 75 per cent for 1,000 brands across 5,000 outlets,” he said.

“Over the last 25 years, DSS has shaped and strengthened Dubai’s position as a year-round destination for visitors as well as an exceptional place for families to live and work…All of Dubai’s malls, retail stores and attractions are ready to welcome the world this summer – while continuing to adhere to stringent health and safety protocols from our public health authorities to keep all visitors and residents safe and at ease,” said Al Khaja.

Giving details of the highlights of retail promotions and prizes during DSS this year, Feras told Gulf News: “We will start with the sales season that will run across the full period of DSS where we will have close to 1000 brands and 5000 outlets offering sales and discounts from 25 per cent to 75 per cent.”

“We are running special programmes as well with our major partners such as MAF group where we are running the Share Millionaire programme on a weekly basis. So there will be nine winners with 1 million Share [loyalty] points each.”

Biggest deal

“Also we are running the biggest deal of the year this year with Emaar Group specifically with Dubai Mall.”

On a weekly basis, he said, the promotion will have a winner of Dh25,000 in gift vouchers. “By the end of the festival, there will be one winner of Dh1 Million in cash which makes it the biggest deal of the year.”

Daily surprises, smart devices

“We are running a very special promotion that we conduct usually with the DSS daily surprises. These prizes will be announced 24 hours in advance and will run from July 3 until July 27.”

“We have a special promotion with Jumbo Electronics where we will be giving away one smartphone per day as a prize from July 1 to July 17. And during the Back to School period from August 8 up to September 4, we are giving away one laptop per day.”


At the end of the festival a total of Dh125000 in scholarship fees would be given away, said Feras.

“We are conducting a special promotion as well with the “Modhesh Scholarship” during the Back to School period from August 8 up to September 4, where we are giving on a daily basis Dh25,000 worth of scholarship for 25 lucky winners.”

Extra discounts

“We are also running a special promotion this year with the Apparel Group from July 4 to July 11, where there will be an additional five per cent discount given away on top of the sales and discounts that we are conducting during that period,” he added.

Suhaila Ghubash, executive director, Festivals and Events DFRE; and Abdalla Al Ameeri, director, Raffles and Retail Promotions DFRE joined in announcing the key activities, deals, sales, events, activations and more taking place across the city during the festive 25th edition of DSS.

Opening weekend

During its grand opening weekend on 1 and 2 July, DSS will offer an exclusive, specially curated flash sale on hotel stays, which will only be available for 24 hours. The 24 Hour Hotels Flash Sale includes unbeatable offers from hotels around the city including Vida Creek Harbour Hotel, Address Sky View Hotel, Armani Hotel Dubai, Ibis One Central Hotel, Novotel World Trade Centre Dubai, Habtoor Grand Resort Autograph Collection, Edge Creekside Hotel and Jannah Hotels and Resorts Dubai Branch.

For fans of music and live performance, there are treats galore in store over the DSS opening weekend. Louis Tomlinson and his Walls World Tour come to the Coca-Cola arena on Saturday July 2, with tickets starting at Dh225. Doors open at 5pm.

For some fun, live entertainment, make sure to head over to Boeing Boeing at The Junction, Alserkal Avenue on July 1 to 3. Doors open at 7:30pm and the show begins at 9pm. Make sure to sign up early to avail tickets at the discounted price of Dh80.

There’s also a chance to catch Wish Upon A Star by Fly High Fitness in its second returning showcase on Sunday July 3 at The Theatre at Mall of the Emirates. This breathtaking performance crosses genres, blending dance, musical theatre, gymnastics and martial arts. Tickets start at Dh 95 for matinee and evening performances at 2pm and 7pm. Doors open 30 minutes prior to the show.

Residents and visitors can also enjoy the magical festival ambiance with decorative lighting installations throughout the city as well as light structures and artistic installations in Dubai’s favourite shopping centres, such as the Cooler than Ever photo booth at DFCM and Ibn Battuta Mall, the colourful free-standing art installation in CCMi and DIFC, and the intricate hut structure in Mall of the Emirates.

Visitors can also take part in colourful parades across various malls such as the 25th Anniversary Silver Parade and the Carnaval Parade or even spot Modhesh and Dana statues and lampposts all across the city.

Modesh World

The 22nd edition of Modesh World makes a grand return to the Dubai World Trade Centre, at Sheikh Saeed Halls 1, 2, 3 and the Arena on July 1, until August 28. Bring the family down to one of the largest indoor entertainment events in the region, and enjoy a wide range of retail and F&B pop-up experiences and engaging activities in an immersive theme park experience.

Inspired by the lagoons where Modesh and Dana - the sunny-smiled characters of Dubai - currently live, the experience is catered to the tagline “Modesh World. My World, Your Adventure”.

Retail promotions

During its shopping extravaganza, DSS will welcome back a whole host of its most popular retail events alongside great new promotions and deals to thrill shoppers from across the UAE and further afield.

There’s the chance to wake up every morning to a brand new surprise with the DSS Daily Surprises from July 3 to 27. Celebrating the 25th edition of DSS, 25 irresistible offers will be unveiled daily, valid from 10am until stocks last. With each day’s offer only being revealed 24 hours ahead of time, shoppers will want to be sure not to miss amazing daily deals across iconic sports, fashion, beauty, home and accessory brands.

Visitors spending Dh500 or more at The Dubai Mall stand a chance of winning the Biggest Deal of the Year: one million dirhams. But there is more; participants can win Emaar Gift Cards worth Dh25,000 in eight weekly draws. Winners will be notified through the phone numbers and emails provided and announced on @thedubaimall on Instagram.

The DSS SHARE Millionaire promotions will also return giving shoppers who spend Dh300 at Majid Al Futtaim malls including Mall of the Emirates, City Centre Mirdif, City Centre Deira, City Centre Al Shindagha and City Centre Me’aisem a chance to become the weekly winner of one million SHARE points.

With every spend of Dh300 or more at any of the retail stores in Dubai Festival City Mall, receive a free chance to play the “Winning Dome” and win Dubai Festival City Malls gift cards up to Dh20,000 each week, per customer.

From July1 to September 4, shoppers at Oasis Mall can indulge in sales offers up to 75 per cent and stand a chance to win big. Upon a spend of Dh200 or more at any Oasis Mall store, shoppers can become one of 25 lucky winners of 150,000 Shukrans each.

Shop more, save more

From August 1 to August 25, 25 lucky shoppers have the chance to become the Lucky Receipt winner and take home an amazing prize when they spend Dh500 or more at 25 participating brands. There are a total of 25 prizes to be won each day, over 25 days. No less than 625 winners will be surprised with anything from TVs, iPads, diamond rings, gold, jewellery and crystal sets to electric scooters or bikes and more. Watch the DSS social channels for winner announcements.

Raffles galore

Shoppers at participating malls with DSMG Group can receive a digital raffle coupon for the Dubai Summer Surprises Raffle 2022 for every Dh100 spent. Six lucky raffle winners will take home their own Nissan XTERRA this DSS, from across six draws with a total prize value of Dh700,000.

Grab the opportunity to receive up to Dh 10,000 daily, from July until the last three days of Eid Al Adha in Dubai. Win 46 prizes with a total value of Dh200,000 from three different raffles across over 20 participating malls.

Spend a minimum of Dh100 to enter into the Blue raffle draw category, spend Dh250 to enter into the Red category, and Dh350 or more to enter into the Yellow category with the biggest prizes.

Gold promotion

For jewellery lovers, there’s the chance to enter the DGJG Gold Group Raffle Promotion. Every Dh500 purchase of Gold, Diamond and Pearl Jewellery at participating outlets means customers become eligible for a raffle coupon to win one of 20 prizes worth Dh5000 each in this special DSS draw.

The Back to School Raffle 2022 offers mall-goers the chance to win amazing prizes up to Dh100,000 when shopping at any participating malls. Two draws will be held, with up to 17 winners receiving one of many irresistible prizes.

Customers buying a coupon at ENOC, EPPCO or select ZOOM outlets and shopping malls or purchasing an Idealz Tee II for Dh150 online through idealz website will receive a complimentary coupon to enter a raffle and win a 2022 Mercedes-Benz A 200 and a cash prize of Dh25,000. There are no limits to the number of winners until the end of the promotion on September 25.

Shoppers can also win big with the DSS Save More When You Shop More with 1915 By Seddiqi & Sons raffle draw, with every receipt of AED 1000 purchased at 1915 by Seddiqi & Sons stores at four malls throughout the DSS. Six lucky winners will be selected on September 8, with five winners receiving Dh5000, and one grand prize winner receiving Dh25,000.

Mall activations

From July 1 until August 31, City Centre Mirdif will host the Salt PopMarket. A special summer collaboration with the UAE home-grown venue Salt will introduce a one of its kind pop dessert concept offering an array of mouthwatering desserts made of tropical fruits.

Head to Mercato Shopping Mall for a unique summer experience for families. The best circus performers from around the world will take over the mall to provide family fun entertainment. The popular Modesh themed slide will return, giving visitors the opportunity to slide down all the way from the mall’s first floor. And that is not all; shoppers who spend Dh200 at any participating retail outlet at Mercato Shopping Mall or Town Centre stand a chance to win Dh10,000 weekly.

There is more family-friendly fun to be found in the Circle Mall from August 21 to September4. When spending Dh100 or more, shoppers will be surprised with free entry to the PJ Masks show and activations. The little ones can play in a special activity area, pick their own superpowers, attend a Hero training and join other activities.

Shoppers spending Dh100 or above between August 19 and September 17 at Ibn Battuta Mall will gain free entry into an interactive fully-fledged Batman activation, show and VR experience. Kids (and big kids) can participate in a Meet and Greet with Batman, or take part in the heroes training activity area as well as choosing from a range of Batmobile, figurine and retail displays.

FIFA tickets

At participating outlets in La Mer or the Beach, shoppers spending Dh100 while using the TICKIT app linked with their VISA card have a chance to win tickets for two to the FIFA World Cup 2022 held in Qatar, in collaboration with Dubai Holding and VISA.

All this plus many more entertainment shows and artistic activations will be held at the Pavilion at The Beach, every Friday and Saturday during Dubai Summer Surprises.

Concerts, live entertainment

In addition to the opening weekend’s stellar performances, DSS has a host of live concerts and shows throughout the festival - with something sure to appeal to everyone.

Canadian artists Badbadnotgood will make an appearance at the Hard Rock Cafe, Dubai Festival City, on July 6 to showcase their jazzy tunes. Tickets can be purchased online from Dh299. Doors open at 7pm.

Indian cinematic score composer Salim Sulaiman will be making musical magic when he comes to the Coca Cola Arena for one night only on July 16. Ticket prices start at Dh299, and doors will open from 7pm.

Stand-up fans will not want to miss the DXB Comedy Knights who return with a thrilling comedy show that is bound to leave theatre-goers laughing into the night. The show takes place on July 23 at the Theatre at Mall of the Emirates. Tickets start from Dh100; doors open at 4:30pm.

There’s more entertainment for the little ones with the English educational and musical play featuring the heart-shaped mascot Mr. Kind and His Friend Lélé as they go around the

planet on July 30 and 31. There will be three shows daily, at 11am, 3pm and 5pm at the Theatre at Mall of the Emirates. Tickets start from Dh70. Doors open 30 minutes before each show.

And EDM fans won’t want to miss the chance to see Alan Walker and KSHMR live in concert on August 26 at the Coca-Cola Arena. Tickets start at Dh99 and doors open at 6pm.

Movie magic

Movie-fans won’t want to miss this year’s special edition of DSS Movie Magic at Reel Cinemas with the chance to enjoy special family-themed cinema nights, curated summer screenings and exclusive offers. With options including a romantic date night at the movies, fun screenings with friends, and shows where the kids can dress up as their favourite movie character (and then watch the film for free), there is something for everyone to enjoy. Families should also look out for the iconic duo Modesh and Dana making a special appearance.

There’s also an opportunity to win exciting scratch and win gifts with purchases of Dh100 on food and beverages at Reel Cinemas locations across The Dubai Mall, The Spring Souk, Dubai Marina Mall, The Pointe and the Jebel Ali Recreation Club. Throughout DSS, screenings of favourite and classic movie titles include Alien, Back to the Future 1, 2 and 3, Hook, Chronicles of Narnia: Prince Caspian, and more.

Keep an eye for a social media contest taking place from July 1 to 31, where visitors can share their Reel Cinemas experience with tag @reelcinemas and #ReelDSS22 and win tickets to the movie premieres of Behabek and 2amohom, as well as meet one of the stars in person.

Stay and dine

DSS is the perfect time to enjoy a summer break in the city with some of Dubai’s best hotels and resorts offering super deals on stays.

From July 9 to 12, The Big Eid Eat will also feature special Eid dining events, menus, brunches and promotions for the whole family at great restaurants across the city.

Find out more

Plan summer in Dubai to make the most of everything the city has to offer from relaxing staycations, exciting live entertainment, gastronomical experiences, family outings and the best shopping deals. Visit mydss website for the full calendar of events and @CelebrateDubai and @StyledbyDubai on social media channels.