Shoppers are relishing their time at the 30th edition of the Dubai Shopping Festival (DSF) 2024, held at Dubai Festival City Mall. KT photo: Muhammad Sajjad
Ashwin Kuttan and his family journeyed from New Delhi, India, to Dubai specifically to partake in the Dubai Shopping Festival (DSF), which runs from December 6 to January 12. They were keen to experience the event firsthand, lured by its reputation for exceptional shopping deals and vibrant atmosphere. The festival has met their expectations, providing an exhilarating and unforgettable experience.
Sharing his experience, Ashwin, 22, said, "I first learned about DSF from friends and family, and Instagram reels and other online videos made it even more enticing. So, we decided to visit Dubai this year, particularly during this time, to take advantage of the massive discounts. I managed to get the Samsung S23 for nearly Dh700 (Rs15,000) cheaper than in India. I also purchased perfumes, novelty items, jackets, and some premium chocolates. I found some incredible deals on other unique items."
A recent survey underscored the pivotal role of social media in promoting major sales events like the Dubai Shopping Festival (DSF).
Ashwin Kuttan with his family
According to fresh data from YouGov, DSF remains the most anticipated sale event for UAE residents, with 61 percent planning to shop during the festival. The impact of social media is significant among those aged 35 and above, with 73 percent relying on it for updates on major sales. Additionally, 52 percent of residents are influenced by online shopping websites, while 51 percent are swayed by online advertisements when making purchasing decisions.
Loyal customers' deals
Karina Shashkova, a self-proclaimed shopaholic, eagerly anticipates the annual sales as they offer her the added benefit of an exclusive shopping experience reserved for loyal customers at select high-end stores. "I am a loyal customer at stores like Bloomingdale's and Harvey Nichols. The VIP pre-sale events allow regular clients to preview and select items ahead of the main sale rush, and I look forward to it. So I can browse without crowds, try what I like, and reserve my choices. Then, on the morning of the sale, I purchase my selections with the discounted prices."
Karina Shashkova
Data reveals that 36 percent of people wait for such offers to buy luxury items. "Sometimes, a good quality Dh10,000 handbag can be found for Dh5,000, which is 50 percent off and an amazing deal." Speaking about her most expensive purchase, she added, "A few years ago, I bought a few Cartier watches at the Mall of the Emirates." This year, I'm planning to go skiing, so I'll look for some ski gear at discounted prices. It doesn't need to be trendy; something that's good quality will work just fine," added the Kazakh national.
Looking for significant discount
Meanwhile, as per the published report, close to 44 percent of shoppers say they "hold off" on making essential purchases until mega sale event offers, while 36 percent wait for such offers to buy luxury items. Bernadette Lalog said, "This year, I am prioritising shopping for my kids and husband. Living in the UAE is great because there are some kinds of sales year-round. However, I tend to wait for the major sales to purchase bigger items. My husband's birthday is on January 21, and he's currently into fishing. I intend to gift him a kayak this year because he has been looking for it. It costs around Dh5,000 for a good-quality one. Luckily, his birthday falls within DSF, where I might find it at 50 percent off – a deal too good to miss." I also wish to purchase bicycles and other expensive essentials for my home. With two kids, everything I purchase for them doubles in cost, so discounts are a lifesaver."
Bernadette Lalog
Shopping strategically
She reiterates that DSF has become a big part of the city's culture. Lalog pointed out how she plans shopping to make the process efficient, cost-effective, and less stressful. "I am confident I'll get the best prices during those mega sales." I plan my shopping strategically. I use a website called shoppinginformer.com to track all sales in the city and save specifically for big purchases. Additionally, I make sure to redeem all the points on my credit card for extra savings," added the Filipino expat.
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