Key partners of Dubai Summer Surprises (DSS) have reported an upswing in business at the halfway mark of the region’s most popular retail event in the summer.

The 20th edition of DSS (running from July 1 – August 12) has generated improved sales and footfall at shopping malls and thousands of participating retail outlets. In Mercato, retail stores registered a 20 per cent increase in footfall and 15-20 per cent increase in sales during the first half of DSS 2017 while Dubai Festival City saw an increase of over 16 per cent in footfall compared to the first week of DSS 2016.

Steven Cleaver, director of Shopping Malls, Dubai Festival City, said:  “At Dubai Festival City we are already celebrating the most successful DSS to date with an increase of 16.6 per cent footfall year-on-year in the first week of DSS compared to the same period during DSS 2016. Visitors have flocked to the mall to take part in our activities – in just one day alone more than 5,000 shoppers experienced the Confetti Dome, the largest of its kind; and we have seen more than double the participants in our fun virtual reality Shop.Pop.Win game compared to last year. We have thousands of prizes to give away for the next few weeks and one lucky shopper still has the chance to win an all-new 2017 Lexus RC F! We look forward to celebrating the remainder of what is one of the largest shopping festivals in Dubai with many more visitors to Dubai Festival City!”

Luxury retailer Paris Gallery saw sales increase by an average of 10 per cent at its outlets with sales peaking at 16 per cent in many of its stores in Dubai.  Beauty retailer Wojooh has also had a successful DSS so far and its support for the new DSS initiative ‘Friday Surprise’ saw the store doubling its sales of the day while footfall increased by over a staggering 190 per cent. Friday Surprise offers shoppers an amazing deal on an exclusive product at a specified shopping location each Friday throughout DSS.

Saeed Mohammad Measam Al Falasi, executive director, Retail and Strategic Alliances, DFRE, Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (Dubai Tourism), and the organisers of DSS, said: “Having reached its milestone 20th edition, Dubai Summer Surprises, continues to further enhance Dubai’s position as the summer destination of choice. At its halfway mark, DSS 2017 has led to an upswing in business with Dubai’s retailers in particular reaping rich dividends following an influx of visitors during this period. The improved market performance during the first half of DSS is also the result of our close collaboration with various government and private sector entities, especially the continued support of our strategic partners.

“To ensure that visitors enjoy a memorable holiday and leisure experience this summer, we are running several innovative retail promotions supported by family-oriented activities. The response from shoppers has exceeded our expectations and we are confident that the momentum will be sustained for the remainder of the summer,” Al Falasi added.

Malls have transformed into family entertainment destinations, creating a vibrant and fun ambience with a range of events and activities combined with an array of unbeatable deals offered by their retails outlets including discounts of up to 75 per cent on a wide range of merchandise, and retail promotions, giving shoppers the chance to win fabulous prizes.

DFRE’s Strategic Partners for 2017 are Emirates, AW Rostamani Group, Emaar Malls, Majid Al Futtaim Properties, Dubai Festival City, Mercato, Paris Gallery, ENOC, Nakheel, Dubai Duty Free, Meraas and Etisalat. - TradeArabia News Service