Stand out during the Dubai Shopping Festival
How a single store in a Dubai mall wins customers during the Dubai Shopping Festival, from 4 December 2026 to 17 January 2027, and brings them back afterwards. Tactics for before shoppers reach the mall, inside it and at the till, with eight actions and three numbers to track.
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Look inside
Eight of the fifteen pages. Turn them the way you would a printed guide.
What the guide covers
Fifteen pages, laid out the same way as every other guide in the series.
Tactics for three stages
Before shoppers reach the mall, inside the mall during the festival, and at the till and afterwards, with examples from my own festivals in Dubai.
Eight actions
Numbered and in order, from writing a one-line offer in November to following up with each group of customers after the festival.
A worked example
A single-unit fragrance and gift shop in a Dubai mall, sales of about AED 4.2 million a year, moving from a 30% discount to a free service.
What has worked in other peak seasons
Four published examples from the UK, the US and the UAE, from the last two years, with what each means for a single store.
Related
Where to go next.
Create a customer experience programme
Map the experience before you change it, then run it on three numbers.
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Measure your marketing
Three numbers a board will believe, and what a small budget can prove.
Read the guideWhere this fits. Retention is growth and performance work. Why customers chose you in the first place is brand positioning. The Dubai Mall and Emirates Skywards case study shows the same method at mall scale.
The articles behind this guide. Customer retention for small businesses: the loyalty window is now months and The future of customer loyalty: from transactions to tribes.
Sources. Ometria, Black Friday 2025 data. Google and Ipsos, via Think with Google, August 2025. Mastercard Consumer Shopper Snapshot 2025, UAE. YouGov UAE, October 2026. Nielsen, The Mall Mindset 2025, for Al Ghurair Centre. Google and Public First, via Gulf News, June 2025. Mailchimp with Ascend2, February 2026. Kantar, Kicking the promotion habit, October 2026. Cases from The Perfume Shop, Kohl's, London Designer Outlet, Organic Foods and Café, and Styli. Listed in full on page 12 of the guide.
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