Mall of the Emirates/Image: Majid Al Futtaim
The Dubai Shopping Festival (DSF) is set to transform malls operated by Majid Al Futtaim into major seasonal destinations, combining immersive entertainment, large-scale retail promotions and city-wide rewards.
Flagship locations including Mall of the Emirates, City Centre Deira, City Centre Mirdif and City Centre Me’aisem will host a calendar of winter-themed activations, sales events and experiential zones throughout the festival period.
Seasonal activations across flagship malls
City Centre Me’aisem will host Winter in Wonderland until February 1, delivering a family-focused experience featuring festive décor, rides and interactive games, supported by a curated food and beverage lineup.
At City Centre Mirdif, Glowland will run from December 17 to 28, offering a chalet-style pop-up combining fashion, beauty and lifestyle experiences, alongside workshops, trend sessions and hands-on demonstrations.
As part of DSF Autoseason, City Centre Mirdif will also stage the Mirdif Motor Show on January 10, showcasing a curated selection of vehicles within a retail setting that blends automotive design with lifestyle experiences.
City Centre Deira will introduce a winter activation from January 2 to 11, featuring immersive, film-inspired zones enhanced by AI-driven visuals, interactive challenges and digital play-and-win experiences.
12-hour Mega Sale headlines DSF promotions
One of the festival’s key retail moments, the 12-hour Mega Sale, returns on December 26, with discounts of up to 90 per cent across participating stores at Mall of the Emirates, City Centre Deira and City Centre Mirdif.
In addition, shoppers across the three malls on the day will have the chance to win Dhs1m in SHARE points, awarded to one winner.
Dhs1m Shop & Win campaign
Running from December 5 to January 11, the Shop & Win campaign gives customers who spend AED 300 or more at Mall of the Emirates, City Centre Deira or City Centre Mirdif the chance to win Dhs1m in cash, reinforcing DSF’s focus on high-impact rewards.
Enhanced loyalty rewards through SHARE
Mall of the Emirates will offer 15X SHARE points on fashion and accessories from December 25 to January 11, targeting peak seasonal spend.
Meanwhile, City Centre Deira and City Centre Mirdif will provide 10X SHARE points from January 2 to 25 across fashion, beauty and home furnishing categories, extending DSF momentum into the new year.
Driving footfall and engagement through experience-led retail
With immersive entertainment, limited-time sales, loyalty incentives and headline rewards, DSF at Majid Al Futtaim malls is positioned to drive footfall, boost dwell time and stimulate consumer spending during Dubai’s peak retail season, reinforcing the malls’ role as lifestyle and community hubs.
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