Back-to-school shopping peaks in UAE as parents hunt for the best deals
Officials urge families to compare prices and verify online sellers
DUBAI – Parents making their final back-to-school purchases in Dubai are being urged to look beyond large discount labels and check the actual prices they will pay.
Consumer protection officials are stepping up inspections across the emirate as families rush to buy school bags, uniforms, stationery and electronics before the new academic year begins. Retailers are required to clearly display the original price, discounted price and percentage reduction so shoppers can assess whether an offer represents genuine value.
The warning comes as pupils across the UAE prepare to return to classrooms on August 31, with Dubai private schools following September-start calendars also beginning the 2026-27 academic year that day.
Check final prices
Ahmed Ahli, Acting Director of Consumer Protection at the Dubai Corporation for Consumer Protection and Fair Trade, said inspection teams were continuing to visit retail outlets across Dubai.
The checks cover compliance with rules governing prices and promotional offers, including practices that could make discounts or pricing unclear to shoppers.
Officials stressed that showing only a discount percentage is not sufficient. Whether a retailer advertises 25 percent or 75 percent off, shoppers should be able to see what the product cost before the discount and its final selling price.
Back-to-school discounts have averaged around 25 to 30 percent across a range of products, while reductions on some categories have reached as much as 75 percent.
However, the level of discount can vary depending on the product. New releases and items featuring the latest designs generally have smaller reductions, while products that remain largely unchanged from previous years can attract steeper discounts.
Nearly 800 checks
Dubai's inspection campaign has intensified throughout the back-to-school shopping season. By August 19, consumer protection teams had completed more than 500 inspection campaigns, with the Corporation aiming to reach 800 by the end of August. The inspections cover products displayed on shelves, stock availability, price information and promotional terms. Separate branches of the same retailer can also be inspected at different shopping centres.
Officials said the inspections include detailed visits covering products, stock and promotional displays, as well as targeted spot checks focusing on selected items.
Retailers are also expected to ensure that promotional information remains accurate when shelves are replenished or products are moved, particularly during periods of high shopping activity. Promotions such as “buy two, get one free” must clearly identify the products to which the offer applies, rather than relying on broad signs that could leave customers uncertain about the terms.
Shop smart
With the final weekend of shopping underway, officials are advising parents to compare the final price of an item across several retailers rather than making a purchase based solely on the advertised percentage discount.
Families have also been encouraged to prepare a shopping list and set a budget before heading to stores. This can help parents distinguish essential school supplies from purchases driven mainly by promotional offers.
For electronics such as laptops and tablets, parents should retain receipts and warranty documents and check the warranty period, conditions and authorised service centres before completing a purchase.
The same caution applies to online shopping. Parents are advised to use established retailers, carefully check product descriptions and understand return and exchange policies before making payments. Electronic receipts and order confirmations should also be kept in case a refund, exchange, warranty claim or consumer complaint is needed later.
As the new school year approaches, consumer protection authorities are urging families to focus on the final amount they pay, rather than simply the size of the discount advertised.