Dubai Festivals and Retail Establishment (DFRE), part of Dubai’s Department of Economy and Tourism (DET), has activated a citywide campaign called ‘Proud of UAE’ across Dubai’s retail sector.
The initiative runs until May 21 and brings together more than 500 global, regional and homegrown brands. The campaign is designed to reflect the country’s resilience and unity, and to recognise the contribution of residents and visitors to the UAE.
“We are proud to support the ‘Proud of UAE’ initiative and give back to the local community where brands, malls and destinations in Dubai unite to offer great value and standout experiences. Across the city, shoppers can explore everything from mega sales and brand activations to lifestyle experiences and family-friendly attractions, making this an ideal time to discover and enjoy Dubai’s vibrant retail offering,” Mohammed Feras Arayqat, Acting Vice President – Retail Calendar and Promotions at Dubai Festivals and Retail Establishment (DFRE) said in a statement.
DFRE activates ‘Proud of UAE’ initiative across Dubai’s retail sector
The campaign spans Dubai’s retail destinations, including Dubai Mall, Mall of the Emirates, City Centre Mirdif, BurJuman, Dubai Festival City Mall, Ibn Battuta Mall, City Walk, Mercato Mall and City Centre Deira. Shoppers can access offers, promotions and experiences across all of these locations during the campaign period.
Ulta Beauty is running its ’21 Days of Beauty’ event in the UAE for the first time, until 13 May. Customers can take advantage of daily and weekly deals across leading beauty brands with discounts of up to 50 per cent, alongside gift-with-purchase incentives.
Emirates Minting Factory has collaborated with Dubai Gold District to launch a collection of gold and silver commemorative coins. The coins are available as a symbol of the UAE’s spirit of unity and resilience and are sold exclusively at Dubai Gold District.
The coins are investment-grade and carry collectible value. Proceeds from sales will support Ferjan Dubai, a social enterprise focused on strengthening community life and enhancing social wellbeing across Dubai’s neighbourhoods.
Al Jaber Opticals is offering a Buy One, Get One Free promotion on a range of frames and sunglasses, along with a free gift for every purchase, until May 21. Arabian Oud is providing 50 per cent off on selected products. American Eagle is running several promotions through to May 19, including Buy 2, Get 2 Free and Buy 1, Get 1 Free on selected styles.
Monsoon Accessorize is running a children’s colouring competition, with AED 500 to be won by three winners. Shoppers at E City who purchase electronics before May 21 will receive a free gift.
Dubai Outlet Mall is hosting its Mega Outlet Sale until May 3, with additional discounts applied on top of existing outlet prices. City Walk is marking its 10th anniversary with a month-long programme of offers and experiences.
Al Ghurair Centre is celebrating its 45th anniversary with a shop-and-win campaign. Customers who spend AED 45 at the mall have a chance to win a brand-new MHERO II vehicle.
Shoppers at Dubai Festival City Mall can earn 5X BLUE points when shopping, dining or visiting attractions at the mall on weekdays between May 4 and 14.
For the full list of activations, offers and participating destinations, shoppers can visit the website or follow @DubaiFestivals on Instagram and TikTok.
