Dubai’s 12 hour sale offers up to 90% discounts across major malls
Organised by Dubai Festivals and Retail Establishment (DFRE), the annual summer festival will run until August 30, 2026, delivering more than 60 days of shopping
02 July, 2026
TT
16
The 29th edition of Dubai Summer Surprises (DSS) officially gets under way on July 2, with the launch of the Great Dubai Summer Sale (GDDS), headlined by the popular 12 hour sale and a chance for shoppers to become a SHARE Millionaire.
Organised by Dubai Festivals and Retail Establishment (DFRE), the annual summer festival will run until August 30, 2026, delivering more than 60 days of shopping, dining, entertainment, hospitality and family-focused experiences across Dubai. Held under this year’s theme, “Make it a Dubai Summer,” the programme is designed to boost consumer spending, support businesses across multiple sectors and further strengthen Dubai’s position as a leading global retail and tourism destination.
Read more-Dubai Summer Surprises 2026 calendar: Mega discounts, exclusive rewards revealed
The Great Dubai Summer Sale opens with exclusive discounts of up to 90 per cent across more than 100 participating brands at Mall of the Emirates, City Centre Mirdif, City Centre Deira and other participating locations. The 12 hour sale will take place on Thursday, July 2, from 10am to 10pm, offering residents and visitors significant savings across a wide range of retail categories.
Millionaire prize draw adds to shopping incentives
In addition to substantial retail discounts, shoppers spending Dhs300 or more at participating outlets in Mall of the Emirates, City Centre Mirdif and City Centre Deira will have the opportunity to enter a raffle draw for a chance to become a SHARE Millionaire.
Entry into the promotion is subject to customers registering their purchases through the approved SHARE mechanic and complying with the campaign’s terms and conditions.
The campaign forms part of a broader strategy to encourage retail activity during the summer period while rewarding shoppers through exclusive promotions and prize opportunities.
Extensive programme of events across the emirate
Beyond its retail promotions, Dubai Summer Surprises 2026 will feature a packed calendar of citywide events, including live entertainment, family attractions, culinary experiences, luxury shopping activations, hotel packages and exclusive offers at leading attractions.
Among the festival’s returning highlights are the Great Dubai Summer Sale, Back-to-School promotions, Summer Restaurant Week, 10 Dirham Dish, Beat The Heat, Modesh World, as well as a range of hotel and attraction offers.
The 2026 edition will also introduce several new initiatives, including DSS Luxe Edition, Performing Arts Fest, Back-to-School Carnival, Win Your Home in Dubai, Dine Shop Win, and an expanded portfolio of raffles and shopping rewards.
Dubai Summer Surprises 2026 strategic partners include Al Futtaim Malls (Dubai Festival City Mall & Festival Plaza), Al Zarooni Group (Mercato Shopping Mall), AW Rostamani Group, DHAM (Marsa Al Seef, Bluewaters, Ibn Battuta Mall, Nakheel Mall, Nad Al Sheba Mall and The Outlet Village), Emirates Airline, ENOC, e&, Majid Al Futtaim (Mall of the Emirates, City Centre Mirdif and City Centre Deira), and talabat.

























