Dubai Summer Surprises returns with three shopping phases and 66 days of fun
New three-phase shopping extravaganza awaits with flash sales and mega prizes
DUBAI Summer Surprises (DSS) 2025 returns for its 28th edition, running from 27 June to 31 August, promising 66 days of non-stop entertainment, shopping and leisure across the emirate.
Organised by Dubai Festivals and Retail Establishment (DFRE), this year’s edition is the most value-packed ever, featuring thousands of offers across shopping, dining, hospitality, entertainment, fitness and attractions.
For the first time in DSS history, the festival will unfold in three curated shopping seasons, each delivering new offers, limited-time flash sales, mega prizes and unbeatable value across the city’s top brands.
From 27 June to 17 July, the first phase, Summer Holiday Offers, kicks off with family-friendly promotions and spectacular raffles across leading malls. The Great Dubai Summer Sale follows from 18 July to 10 August, offering three weeks of unbeatable discounts, citywide excitement and the biggest-ever prizes. The festival concludes with Back to School from 11 to 31 August, helping families stock up with great deals and offering chances to win scholarships for school fees.
The DSS 2025 calendar was unveiled at a press event at Jumeirah Beach Hotel, highlighting brand-new experiences and returning favourites, proving summer is the best-value time to explore Dubai. With life-changing raffles, discounts, world-class gastronomy, hospitality, indoor family fun and concerts, DSS delivers unforgettable moments for residents, visitors and those travelling from across the UAE.
Ahmed Al Khaja, CEO of DFRE, stated: “This year’s Dubai Summer Surprises is our most dynamic and value-packed edition to date, with thousands of unbeatable offers, compelling retail promotions and endless experiences showcasing everything that makes the emirate a truly global, world-class and diverse family destination.”
“With the introduction of three curated shopping seasons anchoring our citywide calendar this year, the 28th edition of DSS has been specially designed to cater to every age, preference and price-point,” he added. “Together, we aim to deliver unparalleled experiences for residents and visitors in line with the objectives of the D33 agenda to make Dubai one of the best places to live, visit and work in the world.”
DSS opening weekend celebrations
DSS 2025 begins with a citywide celebration of family fun, cultural activities and top entertainment. At Dubai Festival City Mall, regional stars like Japanese dance crew Sabrina, Dubai-based Emirati band Abri & Band, Palestinian-Jordanian pop artist Reina Khoury and Palestinian singer-songwriter Noel Kharman will perform.
City Centre Mirdif will spotlight Jordanian indie rock band Jadal and Syrian vocalist Al Shami, with roaming acts and live shows adding to the vibe.
Elsewhere, headline concerts and shows include Miami Band and Mutref Al Mutref at Coca-Cola Arena (28 June); Jazziyat featuring Banah at Dubai Opera (27 June); A Tribute to Adele at Theatre by QE2 (27 and 28 June); Atul Khatri Live at Dubai College, We Call It Ballet at Zabeel Theatre, and more. Adnan Sami headlines at Coca-Cola Arena, while the Pinoy Comedy Mixtape lights up Dubai World Trade Centre on 29 June.
Simultaneously, the DSS Sales Season begins, offering nine weeks of promotions across more than 800 brands at over 3,000 retailers. Summer Holiday Offers begin on 27 June, with mall activations, citywide deals and raffles.
Special retail promotions include Slide Into the Summer Surprises at Mercato Mall; SHARE Millionaire at Majid Al Futtaim malls; Win a Polestar 4 at Dubai Festival City Mall; Shop, Win, Drive at Festival Plaza; Jurassic Café by VOX at Mall of the Emirates; DSS Win a Soueast S06 with Dubai Outlet Mall; Lucky Receipt; DSS Win with Tickit and more.
Shoppers can also enter raffles such as the DSMG DSS Raffle, Dubai Gold & Jewellery Group Raffle and VISA Jewellery Program.
New and returning festival favourites
Dubai Summer Restaurant Week returns from 4 to 13 July, with specially priced lunch and dinner menus at more than 50 restaurants. Reservations are available via OpenTable.
New for 2025 is DSS Gahwa Beats, a series of Saturday café pop-ups happening on 26 July, 2, 9, 16 and 23 August. These events will combine music, coffee and vibrant atmospheres at key venues.
Also debuting is the 10 Dirham Dish (1-31 August), a culinary initiative celebrating local dining by offering meals at just Dh10, encouraging exploration of Dubai’s diverse cuisine.
Concerts and live performances
Beat The Heat DXB returns to Dubai World Trade Centre from 4 to 13 July, spotlighting top regional artists in genres from Arabic pop to hip-hop. Performers include Tul8te, Almas, Sharmoofers, Aziz Maraka, Ghalia, Soulja, Montiyago, Mo Ali, Bader Al Shuaibi, Abdulaziz Louis and Nasser Abbas.
Additional concerts include Adonis at Dubai Opera (3 July), TJ Monterde at Coca-Cola Arena (13 July), Shreya Ghoshal at Dubai World Trade Centre (19 July), Sufi artist Sagar Bhatia at Coca-Cola Arena (16 August), Natalie Imbruglia at Dubai Opera (23 August) and the Made in Kuwaiti theatrical show at Dubai Opera (29-30 August). More acts will be revealed soon.
Shop and save
Across the three shopping phases, DSS 2025 offers daily flash sales, immersive campaigns and savings across 3,000+ outlets. Highlights include Cool Off at The Beach, JBR; Win your School Fees; Beat The Clock with Rivoli Group; Dubai Hills Mall One Day Sale; Shop For Free Weekend with Al Jaber Optical; Gold & Jewellery Flash Sale; and promotions on fashion, tech and luxury goods.
Loyalty programme prizes include Amber Millionaire, AURA Millionaire, and 1 Million Skywards Miles with Skywards Everyday.
Staycations and family fun
DSS offers deals across 100+ hotels and 15 attractions with special rates, family packages and added perks. The DSS Entertainer returns from 27 June to 31 August with over 7,500 BOGOF offers for Dh195, valid for three months after activation.
Venues include Wild Wadi, Motiongate, IMG Worlds, STK, At.mosphere, Shake Shack and Le Pain Quotidien.
Fitness for all
Indoor mall runs kick off with a DSS Run powered by Skechers at Dubai Hills Mall on 28 June, followed by Jump Start DXB – RX Run events at City Centre Mirdif (6 July) and Mall of the Emirates (3 August). DSS Fun Runs will also take place at Ibn Battuta Mall (13 July) and Dubai Festival City Mall (31 August).
Football lovers can visit The Messi Experience at Dubai Festival City Mall until 31 August, featuring games, photo ops and interactive zones.
Everyone’s favourite Modesh & Dana
Beloved mascots Modesh and Dana will appear throughout the city, making surprise visits to schools, malls and attractions. Expect branded merchandise, collaborations with DAMAS and Bond Café, and interactive activities at the Modesh Store.
With thousands of daily activities, surprises, and citywide campaigns, DSS 2025 transforms Dubai into the ultimate summer playground.
Supported by Key Sponsor Commercial Bank of Dubai and Strategic Partners including: Al Futtaim Malls (Dubai Festival City Mall & Festival Plaza), Al Zarooni Group (Mercato Shopping Mall), AW Rostamani Group, DHAM (Al Seef, Bluewaters, Ibn Battuta Mall, Nakheel Mall, The Outlet Village), Emirates Airline, ENOC, e&, Majid Al Futtaim (City Centre Deira, City Centre Mirdif, Mall of the Emirates), Merex Investment (City Walk and The Beach, JBR) and talabat.