The 23rd edition of Dubai Summer Surprises (DSS) will start on July 9 and will continue until August 29, organisers have announced.
The Dubai Festivals and Retail Establishment (DFRE) on Monday announced a series of exciting festival campaigns including the DSS, Eid Al Adha and Back to School (BTS).
The DFRE has lined up a series of events, promotions, entertainment and digitally led experiences and initiatives for the season.
Ahmed Al Khaja, CEO of the DFRE, said: "This year, more than ever, we look forward to welcoming back the city's residents and visitors to Summer in Dubai, while ensuring their health and safety remain our highest priority. Through additional safety measures put in place across malls and retail stores, Dubai will once again be the place to be this summer season, and we look forward to another successful and safe edition of the DSS, alongside the other summer festivals. As the city thrives, we will bring back our popular events and promotions over the course of seven action-packed weeks, and welcome new elements that will allow shoppers everywhere to participate in the festivities.
"For 23 years, the DSS has paved the way for shopping festivals globally and has proven that it can evolve with the changing times and trends. This summer will be no different, as the city opens up and is set to showcase the best of retail and entertainment, as well as an array of innovative virtual and physical elements, to keep everyone entertained all summer long," Al Khaja added.
The DSS also offers chances to win prizes, family fun, new experiences and entertainment to create a memorable summer season.
Deal of the day: From July 10-29 and again from August 9-26, customers get to explore the city through DSS Deal of the Day, an array of exclusive promotions only available for one day, in one location. Each day's offer will only be revealed 24-hours in advance, so stay tuned to our DSS social media pages for where to find the next best bargains in town.
Seven weeks of sale: Over 700 major brands will be offering discounts from 25 per cent to 75 per cent across 3,000 outlets from July 9.
Installations in the city: To celebrate the DSS, over 200 palm trees will be decked up with special DSS lighting. In addition, 10 installations at 10 locations will provide photo opps for residents and visitors from June 30 to August 30. Keep an eye out for these magnificent installations located at Airport Road, Satwa Roundabout, Dubai World Trade Centre Roundabout and other locations citywide.