Dubai’s refreshed summer retail strategy during DSS 2025 drives strong industry performance at midway mark, with the Great Dubai Summer Sale season emerging as a key economic driver

Average retail spending surges by over 100% per cent across more than 1,000 brands and 3,500 outlets spanning over 100 retail destinations, positioning summer as a peak economic period for the city

Dubai, United Arab Emirates, 18 July 2025: Dubai Summer Surprises (DSS) 2025 is turning up the shopping thrill during its second dedicated retail season, the Great Dubai Summer Sale (GDSS), with the return of the eagerly awaited GDSS Daily Surprises. From 18 July to 7 August, a brand-new surprise deal drops from leading brands across the city for one-day only – valid at only one of their locations from 10am until stocks last.

Organised by Dubai Festivals and Retail Establishment (DFRE), exclusive offers, incredible limited-time savings, and discounts as deep as 90 per cent off promise shoppers a daily dose of unbeatable deals from their favourite brands across fashion, beauty, electronics, home, and more.

From 18 to 24 July, the city turns up the fun with Bollywood brilliance, international stand-up, family fitness, summer camps, and unmissable chances to shop and win, with discounts of up to 90 per cent across Dubai

Dubai, United Arab Emirates, 17 July 2025: Dubai Summer Surprises (DSS) 2025 shifts into high gear this week with the launch of the highly anticipated Great Dubai Summer Sale (GDSS), bringing unbeatable bargains, exciting activations, and mega raffle opportunities across the city from 18 July to 10 August. This week, the DSS calendar also serves up an electric mix of concerts, comedy, mall fun runs and immersive family adventures, ensuring there’s something to discover, enjoy, and win every single day.