Hundreds of retailers across the UAE are launching discounts, prizes and promotions today as Dubai Summer Surprises (DSS) kicks off in its 15th year.
The festival will run for 31 days until July 14 as retailers slash their margins to entice customers with sales and events in the emirate's malls.
"Dubai Summer Surprises is a fun-packed time for the residents of Dubai, as well as the many visitors that the city-wide festival attracts every summer," said Tarek Moussawer, the marketing manager for Virgin Megastore Middle East and North Africa.
The entertainment store is discounting 75 per cent on some products and offering "buy two get one free" on books, DVDs and CDs. It will also offer potential prizes for customers spending more than Dh150 (US$40).
Mall of the Emirates is expecting a huge influx of Chinese tourists this year and luxury retailers have hired more Chinese staff to accommodate the expected jump in visitor numbers from the country.
"Mall of the Emirates is welcoming a growing number of Chinese visitors, most often during the Chinese New Year, public holidays and shopping festivals like DSS," said Fuad Sharaf, the senior asset director at Majid Al Futtaim, the operator of Mall of the Emirates.
The number of visitors to Dubai has increased 9 per cent so far this year, compared with the same period last year, according to the Department of Tourism and Commerce Marketing. An estimated 9 million tourists entered the emirate last year, a total expected to be exceeded this year.
For DSS, Jumbo Electronics is launching a "Laptop Mania" sale, bundling free products and services into deals with every laptop bought.
"We are expecting a huge turn-out at our retail stores, as we are also launching new products from our leading brands during the Dubai Summer Surprises promotion," said Nadeem Khanzadah, the head of retail at Jumbo. "Shoppers can expect to see the latest in Sony Bravia 3D Internet TVs, digital cameras, smartphones and tablets in-store."