From small shops to big brands, businesses of all sizes are trying to make the most of National Day by rolling out speciality soft drinks, luxury watches and even a limited edition vehicle all tied to this week's celebrations.
There are also plenty of commemorative pins and flags being pitched to shoppers. But experts say the merchandise has been taken to a new level for the UAE's 40th anniversary.
"It's hit a grander scale this year," says Paul Louzado, the executive director of the Middle East office for Siegel+Gale, a branding consultancy.
One local manufacturer has created seven special-edition Pepsi cans emblazoned with a landmark building from each of the seven emirates. Luxury companies such as Porsche and Saint Honoré crafted a select number of watches accented with the UAE's national flag. Porche is charging Dh2,640 (US$718) for its timepiece.
Toyota, meanwhile, has rolled out a limited-edition Land Cruiser.
The large 4x4 boasts accessories such as an illuminated plate with a National Day message and a 3D chrome emblem of a falcon and UAE flag design. There are also magnetic sunshades with "a subtle" logo of the flag, Toyota says.
"There is a spirit behind National Day, and you want to be true to it," says Melodena Stephens Balakrishnan, an associate business professor at the University of Wollongong in Dubai. "It is easy to go in for the money [but] as a company you don't want to be seen as exploiting that spirit."
At least one company has already come out and apologised for offending customers with its wares.
The sportswear company Puma last month released a pair of limited-edition trainers with the colours of the UAE flag. Some customers took offence at seeing the country's national colours on the footwear, which cost Dh649. Puma pulled the shoes from all of its stores this week.
"This is one of the problems when you take a brand and try to go local," Ms Stephens Balakrishnan says. "This is becoming more of a challenge."
"The shoe was never intended to upset or offend our customers here in the Middle East," Puma said,"but to give the people of the UAE a piece of locally created design as a symbol of recognition of this great occasion".
But even when companies make products not considered offensive, they may not always increase revenue. Nor should National Day be seen as quick way to grow business, experts caution.
"I think it's probably not something to do to boost sales, but to show allegiance to the market," Mr Louzado says.
Toyota says it is trying to do that. While it still has "a few" of its limited-edition Land Cruisers left for sale, the company says it did not increase the price for this particular model.
"Therefore, we are not counting on this edition to boost our sales," says Andrew Squires, the national sales and distribution manager for Al-Futtaim Motors, which distributes Toyota's vehicles in the UAE.
"It has more to do with paying tribute to the nation that has embraced our business since our early existence."
The anniversary model retails at Dh277,000, while other Land Cruisers range from Dh149,000 to Dh296,000, depending on their specifications.
