Dubai Festivals and Retail Establishment Brings Dubai's Retail Sector Together for 'Proud of UAE' Initiative, Giving Back to the Community

Dubai, United Arab Emirates – 1st May: Dubai Festivals and Retail Establishment (DFRE), part of Dubai Department of Economy and Tourism (DET), has announced the activation of the nationwide 'Proud of UAE' campaign across Dubai's retail sector, reflecting the country's resilience, unity and shared pride, and recognising the contribution of residents and visitors.

Running until 21 May 2026, the citywide initiative brings together more than 500 global, regional, and homegrown brands across Dubai, delivering meaningful in-store experiences, exclusive offers, and destination-led activations as a gesture of appreciation to the community.

During this period, shoppers can access citywide offers, exclusive promotions and limited-time experiences at Dubai's leading malls and retail destinations such as Dubai Mall, Mall of the Emirates, City Centre Mirdif, BurJuman, Dubai Festival City Mall, Ibn Battuta Mall, City Walk, Mercato Mall, and City Centre Deira.

Mohammed Feras Arayqat, Acting Vice President - Retail Calendar and Promotions at Dubai Festivals and Retail Establishment (DFRE), said: "We are proud to support the 'Proud of UAE' initiative and give back to the local community where brands, malls and destinations in Dubai unite to offer great value and standout experiences. Across the city, shoppers can explore everything from mega sales and brand activations to lifestyle experiences and family-friendly attractions, making this an ideal time to discover and enjoy Dubai's vibrant retail offering."

Participating brands include Ulta Beauty, which is bringing its '21 Days of Beauty' event to the UAE for the first time until 13 May. Customers can take advantage of daily and weekly deals across leading beauty brands with discounts of up to 50% alongside gift-with-purchase incentives.

Emirates Minting Factory has collaborated with Dubai Gold District to launch a limited-edition collection of gold and silver commemorative coins created as a symbol of the UAE's spirit of unity and resilience. Available exclusively at Dubai Gold District, these investment-grade coins offer both collectible value and national significance, with proceeds supporting Ferjan Dubai, a social enterprise dedicated to strengthening community life and enhancing social wellbeing across Dubai's neighbourhoods.

Al Jaber Opticals is also participating, offering Buy One, Get One Free on a wide range of frames and sunglasses, along with a free gift for every purchase until 21 May.

Monsoon Accessorize is giving away AED 500 to three winners as part of their kids' colouring competition while shoppers at E City, who purchase electronics until 21 May can receive a free gift. 

Additionally, Arabian Oud is providing 50 per cent off on selected products while American Eagle has various promotions running through to 19 May including Buy 2, Get 2 Free, and Buy 1, Get 1 Free on selected styles.

In addition to brand activations, key retail destinations across Dubai are also hosting exclusive campaigns and celebrations. Dubai Outlet Mall is hosting its Mega Outlet Sale until 3 May, featuring additional discounts on outlet prices while City Walk marks its 10-year anniversary with a month-long programme of offers and experiences.

Al Ghurair Centre is celebrating its 45th anniversary with a dynamic shop-and-win campaign where customers who spend AED 45 have a chance to win a brand-new MHERO II vehicle.

Additionally, shoppers at Dubai Festival City Mall can earn 5X BLUE points by shopping, dining or spending time at many of its attractions during weekdays between 4 to 14 May.