Dubai's Eid Al Adha shopping sale: the numbers behind the city's biggest retail weekend
Footfall at some Dubai malls rose by as much as 35% during this year's Eid Al Adha holiday period. More than 500 brands offered discounts of up to 90% across 2,500 outlets. And this year, the 3-Day Super Sale ran for five days. That extension, according to the malls that participated, made a measurable difference.
The 3-Day Super Sale, organised by Dubai Festivals and Retail Establishment (DFRE), ran from 27 to 31 May as part of the broader Eid in Dubai campaign, which covered 22 to 31 May. Retail categories included fashion, beauty, home, tech and jewellery.
What the numbers show
Dubai Festival City Mall recorded a 9% year-on-year increase in footfall. Mercato Mall and Town Centre Jumeirah reported a combined 35% rise in visitor numbers, with retailers at both locations seeing improved sales performance across the campaign period.
Hayssam Hajjar, Executive Director of Asset Management at Al Futtaim, said the integrated format of the destination contributed to the result. "What continues to differentiate Dubai Festival City Mall is the way our retail, dining, entertainment, and waterfront experiences work together as one connected ecosystem, increasing dwell time, deepening customer engagement, and ultimately driving stronger commercial performance for our tenants."
Nisreen Boustani, PR and Corporate Communications Manager at Mercato and Town Centre Jumeirah, pointed directly to the longer format. "The extension of the campaign to a five-day period further amplified its impact, sustaining momentum and enabling deeper customer interaction."
Hussain Moosa, Managing Director of Mall of the Emirates, described the campaign as generating strong shopper engagement and broad participation from retail partners throughout the extended period.
Beyond the discounts
The sale sat within a wider Eid in Dubai programme that included an extended edition of Dubai Restaurant Week, live concerts, family entertainment, cultural activations and gaming experiences through the Dubai Esports and Games Festival.
A concert by Majid Al Mohandis at Coca-Cola Arena sold out. Adam performed at Dubai Opera to strong attendance. Community activations included cultural workshops at Etihad Museum and the Eid Fuwala experience at Khawaneej Walk.
Incentives and rewards
Shoppers at participating malls had the chance to share AED 200,000 in cash prizes with a minimum spend of AED 200. A separate initiative, run jointly by DFRE and Dubai Chambers, offered entry into a draw to win one of 12 residential units by Binghatti Developers. Entry required a minimum spend of AED 500, with an additional entry for every AED 500 spent. That draw runs until the end of August, with one property awarded each week.
Loyalty programmes including BLUE Rewards, Skywards Everyday, Shukran and Amber were active during the campaign.
The DFRE view
Mohammed Feras Arayqat, Acting Vice President for Retail Calendar and Promotions at DFRE, said the campaign delivered across consumer, retailer and city levels. "Through increased consumer engagement, we have injected a boost to the entire retail ecosystem and enhanced the city's reputation as a premier global shopping destination."
