Increased demand for shopping malls

Record sales of «Big Sale» at outlets in Dubai

  • The offers have seen great competitive manifestations among the outlets. Cinematographer: Ashok Verma

  • Ahmed Al Khaja: "Annual discount campaigns are an important key catalyst for business."

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Dubai's retail outlets recently recorded record sales, supported by the "3 Days of Mega Sale" offers, which boosted the momentum of shopping malls by significant percentages over the weekend, according to outlet officials.

They pointed out to «Emirates Today» that the event (3 days of major discounts) organized by the Dubai Festivals and Retail Establishment recently, and included discounts of up to 90%, contributed to the activation of sales of outlets and extended its positive effects to restaurants and entertainment areas in shopping centers.

Nisreen Bustani, Director of Public Relations and Corporate Communications at Mercato and Town Centre Jumeirah, said: "The 3 Days of Mega Sale event contributed to raising the momentum of demand for shopping malls at high rates, which reflected positively on record sales in store activities in various sectors, especially in clothing, footwear, electronics and perfumes."

She explained that «the effects of the positive offers were not limited to raising the sales of outlets at varying large rates, but extended to stimulate sales in restaurants, cafes and entertainment areas in the centers, with the remarkable increase in demand witnessed by malls during the period of offers to take advantage of the discounts, which caused families to spend long times inside shopping centers, which activated the services of entertainment areas and restaurants».

Boustani added that «the offers witnessed great competitive manifestations between the outlets in the expansion of their discounts, whether in the percentages offered on discounts or even the goods covered by those discounts, which contributed to attracting consumers to stores remarkably».

Dr. Suhail Al Bastaki, Director of Marketing and Customer Happiness at Union Coop, said: "The effectiveness of the major discounts had many positive effects in stimulating retail sales in general in the Dubai markets and recording sales described as standard for many stores, especially in light of the remarkable turnout witnessed by the malls during the sale period, which coincided with the weekend."

He added that «the high rates of discounts and the arrival of some of them to 90%, was one of the factors motivating the activation of sales in such large proportions in the markets, especially since the high rates of competitiveness between stores contributed to increasing their offers and goods covered by the discounts to raise their sales quotas during the sale period».

Al-Bastaki explained that «the discounts contributed to activating the sales of the retail sector comprehensively, whether from restaurants, service centers or entertainment centers such as cinemas and children's play areas, with the high rates of turnout of families and spending long times in shopping centers to take advantage of discount offers».

John Patrick, a sales officer at one of the clothing and footwear chains in Dubai, pointed out that «the outlets witnessed a great turnout and sales described as record, as expectations were initially to stimulate sales by a maximum of 50% compared to normal periods, but they exceeded those rates by large percentages during the second and third days of the sale offers».

He added that «keeping pace with the discounts for the weekend and the delivery of salaries, and the approach of the holiday season and summer were among the motivating factors to increase demand and sales in large proportions».

Shopping festivals are one of the main pillars to stimulate tourism in Dubai

Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said: "Shopping festivals have become one of the main pillars to stimulate tourism in Dubai and provide the best offers to residents and visitors to the city."

He explained that annual sale campaigns are an important key catalyst for businesses and can be used to gauge customer interest and adjust the sales strategy for the coming year, as they often represent the best time to test new marketing ideas through exclusive deals.

He added, on the occasion of the conclusion of the "3 Days of Mega Sale" event, that this event, which is awaited by Dubai residents and visitors several months in advance, is an ideal opportunity for shoppers to get amazing deals and discounts at the same time.

It contributes to the revitalization of the market and encourages retailers to market their products with special offers.

Majid Al Futtaim's 'State of the UAE Retail Economy' report indicates that overall consumer spending increased by 19% in 2022 compared to 2021 rates, encouraging retailers to expand as this growth is largely due to meticulous planning of sale and shopping festivals, where the government and the private sector are working together to provide new opportunities for the sector.