Eid in Dubai ends on high note as 3-Day Super Sale drives retail boom
Discounts up to 90% and extended festivities lift mall footfall across city
DUBAI – Eid in Dubai has concluded following a citywide programme that blended retail promotions, entertainment, dining experiences and cultural activations across the emirate.
The campaign, organised by Dubai Festivals and Retail Establishment (DFRE), ran from 22 to 31 May and brought together residents and visitors during the Eid Al Adha holiday period.
At the centre of the celebrations was the extended 3-Day Super Sale (3DSS), which delivered significant discounts and contributed to strong shopping activity across malls and retail destinations.
Retail surge
The Eid in Dubai programme was anchored by a surge in retail activity, driven largely by the 3-Day Super Sale, which ran from 27 to 31 May. Shoppers benefited from discounts of up to 90% across more than 500 brands and 2,500 outlets, spanning fashion, beauty, electronics, jewellery and homeware. The scale of participation positioned 3DSS as one of the most significant retail events in the Dubai Retail Calendar.
Malls and shopping centres across the city reported strong footfall, with consumers actively seeking promotional offers during the extended holiday period. Retailers recorded heightened engagement, supported by increased promotional campaigns, in-store activations and seasonal offers. The momentum reflected a broader trend of consumer activity across integrated retail destinations, where shopping was paired with dining and entertainment experiences.
Super Sale
Running as the headline retail feature, the 3-Day Super Sale played a central role in boosting consumer spending and mall traffic. The extended format aligned with Eid Al Adha holidays, encouraging residents and tourists to explore multiple destinations across Dubai.
According to DFRE, the campaign strengthened engagement across the retail ecosystem, supporting both large retail chains and independent outlets. Mohammed Feras Arayqat, Acting Vice President – Retail Calendar and Promotions at DFRE, noted that the initiative generated positive impact across the city, highlighting Dubai’s position as a leading global shopping destination.
Retail destinations including major malls recorded notable performance improvements. Dubai Festival City Mall reported a 9% year-on-year increase in footfall during the campaign period, reflecting sustained demand for experience-led shopping environments. Meanwhile, Mercato Mall and Town Centre Jumeirah saw visitor numbers rise by 35%, driven by strong promotional visibility and extended campaign duration.
Citywide experiences
Beyond retail, Eid in Dubai featured a wide range of experiences designed to engage families and visitors. The programme included Dubai Restaurant Week, which offered extended dining promotions across participating venues, alongside cultural activations and community events held throughout the city.
Public spaces and attractions hosted family-friendly initiatives, including complimentary ice cream distributions in parks, workshops and heritage-themed activities at Etihad Museum, and the “Eid Fuwala” experience at Khawaneej Walk, which showcased Emirati traditions and hospitality. These activations contributed to a festive environment across neighbourhoods and entertainment districts.
Entertainment line-up
Entertainment played a significant role in shaping the Eid atmosphere, with concerts, live performances and gaming experiences taking place across Dubai. The Dubai Esports and Games Festival (DEF) added a digital entertainment dimension, attracting gaming enthusiasts and families alike.
Key highlights included a sold-out concert by Majid Al Mohandis at Coca-Cola Arena and a performance by Adam at Dubai Opera, both of which drew strong audience attendance. In addition, roaming performances and mall-based entertainment ensured continuous engagement for visitors across retail destinations.
Community-focused initiatives complemented the entertainment schedule, reinforcing the festive spirit across the city and encouraging residents to participate in multiple events throughout the holiday period.
Rewards
The Eid in Dubai campaign also introduced a range of incentives designed to enhance shopper engagement. One of the key initiatives was the “Win Your Home in Dubai” campaign, jointly led by DFRE and Dubai Chambers. The initiative offers shoppers the chance to win one of 12 residential units from Binghatti Developers. Customers spending Dh500 are entered into a draw, with each additional Dh500 providing extra entries. The campaign runs until the end of August, with weekly property giveaways.
In addition, shoppers at participating malls had the opportunity to share Dh200,000 in cash prizes when spending Dh200, further encouraging retail participation. Loyalty programmes also played a significant role in boosting value for consumers, with schemes including BLUE Rewards, SHARE, Amber, Tickit, AURA, Privilege Plus, MUSE, Shukran, Club Apparel and Skywards Everyday offering cashback, points, discounts and miles.
Retail partners and mall operators highlighted strong engagement across these initiatives. Hussain Moosa, Managing Director at Mall of the Emirates, noted that the 3DSS campaign generated strong momentum and reinforced the mall’s position as a leading lifestyle destination.
Retail growth
Across Dubai’s retail landscape, the combined effect of discounts, entertainment and reward schemes contributed to sustained consumer activity throughout the Eid period. Integrated destinations that combine shopping, dining and entertainment reported increased dwell time and stronger customer engagement.
Hayssam Hajjar, Executive Director of Asset Management at Al Futtaim, stated that Dubai Festival City Mall’s ecosystem of retail, dining and waterfront experiences contributed to deeper engagement and stronger performance for tenants.
Shopper engagement
The extended campaign period enabled retailers to maintain momentum across multiple days, with promotional visibility supported through both online and offline channels. Participating stores actively engaged with customers through in-store offers, digital campaigns and experiential activations.
At Mercato Mall and Town Centre Jumeirah, increased engagement was reflected in stronger sales performance across various categories. Nisreen Boustani, PR and Corporate Communication Manager, noted that the extended five-day format helped sustain customer interest and enhance overall retail outcomes.