Dubai, United Arab Emirates: With the new academic year almost here, now’s the perfect time for students and parents to stock up on classroom essentials before school begins.

As part of the Dubai Summer Surprises (DSS) annual Back to School (BTS) promotion, stores across the city are offering a huge range of offers and prizes to help students of all ages fill their school bags and pick out a new term wardrobe.

The BTS sale season is one of the city’s most eagerly awaited shopping events of the year, with youngsters eager to be reunited with teachers as well as meet up with friends new and old.

One of the biggest and best BTS offers taking place this DSS, Jumbo Stores across Dubai will give parents a chance to win AED25,000 in school fees as well as a Microsoft Surface Go laptop each day until the end of DSS on 4 September. Shoppers who spend more than AED1,000 on laptops, desktops and tablets at Jumbo Stores and will be entered into the prize draw. The retailer is also offering great savings and deals on a wide range of devices for school and university students throughout the BTS period.

To help ease the burden of paying for academic fees as well as shopping for Back to School essentials, this year’s DSS will host the second edition of the Modesh Scholarship Promotion held between 8 August and 4 September. Open to students of all ages and their families, the raffle will see a total of AED250,000 awarded to 10 shoppers, with each winner receiving a AED25,000 scholarship. To be in with a chance of winning, shoppers need only spend AED200 at Ibn Battuta Mall, Nakheel Mall or Circle Mall and scan their receipts at the customer service desk to be automatically entered into the prize draw. Modesh and Dana will also make special appearances at Ibn Battuta Mall and Nakheel Mall on 11 and 16 August respectively.

Shoppers at Ibn Battuta Mall will be entertained by the magical Sky and Rose Show while they browse the great back to school offers, with the performers staging a spectacular display for families, residents and visitors daily from 26 August to 4 September.

Dubai Shopping Malls Group (DSMG) is hosting a super Back to School promotion from 15 August to 4 September, with a total of AED100,000 up for grabs. The promotion will see shoppers who spend AED200 in any DSMG mall entered into a raffle to bag AED5,000 in cash. Twenty winners will be chosen during the BTS period. Participating malls include Al Bustan Centre, Al Ghurair Centre, Al Warqa City Mall, Al Khail Gate Community, Bin Sougat Centre, BurJuman, Bay Avenue, Dubai Outlet Mall, Mudon Community, Oasis Mall, Reef Mall, Shurooq Community Centre, Times Square Centre, Union Coop Al Quoz, Wasl Vita, Dar Wasl, Wasl 51, Souk Madinat, Crown Mall and Central Mall.

From 15 August to 4 September, Dubai Festival City Mall will host a unique customisation service for shoppers who buy products from back to school collections. Artists at the mall’s special customisation stand will offer painting and spray art for school bags, lunch bags, notebooks, water bottles, folders, pencil cases, shoes and more for free. Shoppers must present a valid receipt from a store in Dubai Festival City Mall. Art work is carried out on the same day of purchase.

Shopping for back to school necessities can be hungry work. Students and parents can find a great eatery to keep energy levels up with the DSS Dine & Win promotion, which features a range of participating restaurants at malls including Al Bustan Centre, Al Ghurair Centre, Al Warqa City Mall, Al Khail Gate Community, BurJuman, Binsougat Centre, Bay Avenue, Dubai Outlet Mall, Mudon Community, Oasis Mall, Shurooq Community Centre, Reef Mall, Times Square Centre, Union Cooperative Al Quoz, Wasl Vita, Dar Wasl, Wasl 51, Souk Madinat Jumeirah, Crown Mall and Central Mall. Diners who spend AED100 at Dine & Win venues will be entered into a raffle to win ZOMATO membership and RAK Bank gift cards loaded with AED200.

After a great back to school shopping expedition, families can cool down at the city’s super fun waterparks and enjoy deals as part of the Splash Fest promotion. Until 4 September, access to the Splash ’n’ Party attraction at La Mer Central for one hour is priced at just AED50 for kids aged four to 10 years. Enjoy unlimited access to Laguna Waterpark with four tickets available for the price of three until 4 September. LEGOLAND Water Park's Splash Fest offer includes 20 per cent off the price of a ticket when booked online in advance, 50 per cent off the price of cabanas after 4pm, plus unlimited refill souvenir bottles from just AED40 each and the little ones also eat for free after 4pm until 4 September. Visitors to Wild Wadi Waterpark can enjoy its Splash Fest deal that includes a Wild Wadi ticket with meal for AED149 from 5 to 28 August.

Parents and students can prepare for the new school year mentally and physically with Core Direction’s early morning yoga classes at The View at Nakheel Mall. The Fitness Beyond initiative offers an immersive wellness experience at the observation deck with views of the Palm Jumeirah and Dubai Marina. Classes are held from 7am to 8am on 6, 10, 13, 17, 20, 21, 24, 27 and 31 August and on 3 September. To book, visit

Stores across the city will welcome shoppers with great back to school offers from 8 August, with students and parents able to pick up everything they need before classes restart. Stores offering Retail Deals include fashion outlets American Eagle Outfitters, American Vintage, Aspinal of London, Bershka, Boggi, Da Milano, River Island, Sacoor Brothers, Salsa Jeans and many more. Shoppers can also find deals on the latest toys and games at Toys R Us,  offers on eyewear at Vision Express, Solaris and Magrabi Optometrist & Sunglasses and accessories at Lovisa, NAU, Al Iscafi, K Corner, The Watch House and Time House. Students can pick up new school shoes at branches of Wonderful Shoes, United Nude Trading, Payless, Kurt Geiger, Deichmann and Chic Shoes.

The circus is coming to town with a host of activities for youngsters to enjoy before heading back to class. The Modesh Circus Academy is a professional circus workshop aimed at children aged five to 12 years where participants can learn tricks in a fun and friendly environment. Held daily at Modesh World at the Dubai World Trade Centre from 12 to 21 August from 3pm to 8.30pm, children can learn how to stilt-walk, to spin plates, juggle, how to balance on a slackline and more.  

Characters from Hotel Transylvania, including Count Dracula, Frankenstein, Mavis, Mummy Murray, will welcome youngsters shopping for back to school items at City Walk each Friday and Saturday from 4.30pm onwards. A range of Hotel Transylvania-themed activities will also be held until 28 August with the mysterious hotel set up in the Courtyard. Entry is free upon presenting a receipt for a single spend of AED100 or above at any City Walk outlet.

Organised by Dubai Festivals and Retail Establishment (DFRE), all of the stores and malls taking part in DSS and BTS follow the important health and safety rules including social distancing and the wearing of face masks.

Dubai Summer Surprises is supported by Key Sponsor RAKBANK MasterCard and Strategic Partners which include: Al Futtaim Group (Dubai Festival City Mall and Dubai Festival Plaza), Al Zarooni Group (Mercato Shopping Mall), AW Rostamani Group, Dubai Holding, Emirates Airline, Enoc, Etisalat, Majid Al Futtaim (Mall of the Emirates, City Centre Mirdif, City Centre Deira), Merex and Nakheel (Ibn Battuta Mall, The Pointe, Nakheel Mall, Dragon Mart 2).

For more information, log onto the website or follow @DSSsocial for the latest information.


About Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism)

With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai Tourism’s mission is to increase the awareness of Dubai among global audiences and to attract tourists and inward investment into the emirate. Dubai Tourism is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector. It markets and promotes the Emirate’s commerce sector and is responsible for the licensing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the Dubai Tourism portfolio include Dubai Business Events, Dubai Calendar, and Dubai Festivals and Retail Establishment.

About Dubai Festivals and Retail Establishment

The Dubai Festivals and Retail Establishment (DFRE) is responsible for developing Dubai’s retail and festival sectors and supporting the positioning of Dubai as a world-class tourism destination with year-round family entertainment, shopping and events. 

For further information, please contact:
Dubai Tourism
[+971] 600 55 5559

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