Hugely positive summer sales figures for malls

Maria Ioulianou

Abu Dhabi, 01 September 2020

Mid-campaign results of signature seasonal promotion, which ended on Monday, point to most economically successful summer promotion to date.

Midway sales reports from the two-month Unbox Amazing promotion, organised by Retail Abu Dhabi, the retail sector platform of the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), point to the seasonal shopping promotion spurring a retail rebound across the emirate.

According to new data for the campaign released by DCT Abu Dhabi, purchases in participating outlets by shoppers using Visa cards connected to the campaign’s four leading partner banks exceeded AED 1 billion by the end of July. 

With Unbox Amazing starting on 2 July and ending on 31 August, the campaign’s direct economic impact is poised to be further enhanced by strong sales during the Eid Al Adha break in early August, with DCT Abu Dhabi predicting overall summer spending will break all previous seasonal sales records once receipts from other purchase mediums are confirmed. 

The figures will be further boosted when the Unbox Amazing Final Sale – in which retailers and malls increased discounts and hosted unique offers – and Back to School promotions, are tallied. Final campaign sales figures are expected towards the end of September.

“The Unbox Amazing campaign has proved to be a resounding success and demonstrates the retail sector’s ability to rebound when helped by proactive support structures,” said HE Ali Hassan Al Shaiba, Executive Director of Tourism and Marketing, DCT Abu Dhabi.

Unbox Amazing has underscored the success of Retail Abu Dhabi’s public-private sector collaboration model,” said Al Shaiba. “The sector owes much to the readiness of all partners to unite malls and more than 3,500 retailers across Abu Dhabi, Al Ain and Al Dhafra. Following the success of cross-partner co-operation this summer, Retail Abu Dhabi will build on the formula and continue working across the retail ecosystem to promote a safe and diverse retail environment for local, regional and international consumers.”