summer retail boost

Dubai Summer Surprises (DSS) was launched in 1998 and has since become one of the major shopping and entertainment events held in the region. Consisting of numerous exciting activities that include entertainment, shopping and raffle draws for fabulous prizes, DSS has become the ideal getaway for family entertainment during the summer months.
The success of the DSS has been nothing short of monumental. DSS 2007 recorded 2.1 million visitors compared with 600,000 in 1998. Consumer spending shot up from AED 850 million in 1998 to AED 3.2 billion in 2007. The summer extravaganza went through a major shift in its strategy in 2007, whereby the focus of the event expanded to include various age groups. The concept of 10 Weeks and 10 Surprizes also evolved to include more surprises stretching the whole duration of the event.