Dubai, United Arab Emirates, 29 August 2020: The new academic term is just a few short days away, but there’s still plenty of time to stock up on all of the Back to School essentials.

Dubai Festivals and Retail Establishment (DFRE) has extended its unbeatable Back to School offers to give mums, dads and students all the time they need to get classroom ready, as this year’s Back to School season will run up until 26 September. The extra time means families can shop safely, comfortably and conveniently at a time and venue that suits them.


Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said: “The Back to School season is always a great time of year for parents and students alike, with the excitement of the long summer holidays building up to the start of the new school term.”


“This year, the Back to School season has taken on even greater importance as families prepare to send their youngsters back to classes after a prolonged period of remote learning at home. With this in mind, the season has been extended to give families all the time they require to shop for supplies, new outfits and everything they need to ensure the best possible start to the new academic year. The sales, offers and promotions available means eager students and their parents will be able to find great deals on all stationery and school essentials plus the latest fashion styles and much more.”


“During this time, safety continues to be of paramount importance and the health and wellbeing of shoppers is foremost in our minds as we continue to regularly carry out all of the necessary sanitization, temperature checks and social distancing procedures throughout the city’s malls so that residents and visitors can shop in complete peace of mind.”


During the Back to School season, KHDA’s #NewDaysNewWays programme aims to ‘edutain’ parents and children with a series of informative and immersive activations that will help everyone navigate the year ahead with all the information they need, while also encouraging families to enjoy a positive start to the new academic year.


KHDA staff and officials will be present at dedicated Experience Zones in Mall of the Emirates from 30 August to 5 September and City Centre Mirdif from 9 September to 19 September, as families are invited to chat with KHDA staff, ask questions about the safety protocols that are in place and also take part in fun activities such as making and personalizing their own masks as well as making special masks that will be distributed to students in Sudan as part of an initiative held in partnership with UNICEF.


The #NewDaysNewWays programme also includes a series of informative wellbeing online webinars, workshop sessions on the ground and town hall meetings hosted by education, health and safety experts that are open to the entire community.


Additionally, shoppers looking for some stylish new luggage, on-trend backpacks or school bags can enjoy a cashback offer of up to 25 per cent and a free gift with purchases of AED500. The Back to School deal is available up to 15 September at Kipling stores in The Dubai Mall, City Centre Deira, City Centre Mirdif and Dubai Festival City Mall.


Home Centre can also help shoppers ease into the new academic year with its one-of-a-kind Back to School collection, offering a wide range of affordable solutions for toddlers, kids and teens. Everyone can enjoy savings from 20 to 70 per cent on selected items, and stylish home and kitchen decor pieces. Home Centre’s Back to School promotion will run until 20 September.


Splash stores across Dubai have also extended their Back to School promotions until 5 September with big savings on a full range of cool and comfortable clothing for men and women. The popular fashion brand has launched a great new Back to School collection offering easy-to-wear styles that are perfect for shoppers looking for an outfit for the new school term or something to freshen up their wardrobe. Youngsters can pick out a new school bag featuring Harry Potter or their favourite Marvel superhero for AED89 each or two for AED149.


Students and families will love the range of deals available on Back to School must-haves at Lifestyle stores across the city and online. Shop Buy 2, Get 1 Free deals on essential stationery supplies and water bottles before school returns, with the extended offer available until 20 September.


Japanese fashion, accessories and homeware store Muji is the ideal place to shop for Back to School stationery, kids’ clothes and everything students need to pack in their school bags, including lunch boxes and more. Available until 12 September at Muji stores in The Dubai Mall, City Centre Mirdif, The Beach (JBR) and Mall of the Emirates (inside Debenhams), the deal also extends to storage boxes, so parents can finally clear the clutter after a long summer with the kids at home!


Until 6 September, customers at Swarovski stores in The Dubai Mall, Mall of the Emirates, City Centre Mirdif, City Centre Deira, Marina Mall, Dubai Festival City Mall, City Walk and Ibn Battuta Mall will receive an exclusive Swarovski pen when they spend AED600 instore. A great Back to School gift for students who like to stand out from the crowd.


Youngsters and parents shopping at Jumbo Stores in Dubai can win AED25,000 towards the cost of school fees at the electronic retailer’s branches in Mall of the Emirates, City Centre Mirdif, City Centre Deira and Al Fahdi until 12 September.


Families who pay academic fees for the upcoming year using their RAKBANK credit card can win an Emaar gift card loaded with up to AED2,000. To participate in the promotion, card holders must first register by sending an SMS with ‘SCH’ to 7010 from their registered mobile number. The minimum spend to participate is AED5,000.


For more details, please visit www.dubaisummersurprises.com and @DSSsocial on social media.




About Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism)

With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai Tourism’s mission is to increase the awareness of Dubai among global audiences and to attract tourists and inward investment into the emirate. Dubai Tourism is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector. It markets and promotes the Emirate’s commerce sector and is responsible for the licensing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the Dubai Tourism portfolio include Dubai Business Events, Dubai Calendar, and Dubai Festivals and Retail Establishment.


About Dubai Festivals and Retail Establishment

The Dubai Festivals and Retail Establishment (DFRE) is responsible for developing Dubai’s retail and festival sectors and supporting the positioning of Dubai as a world-class tourism destination with year-round family entertainment, shopping and events.


For further information, please contact:

Dubai Tourism


[+971] 600 55 5559

[+971] 4 201 7631






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