Dubai announces 2026 Retail Calendar: Festivals, sales and megaevents revealed

The 2026 edition features 18 major citywide festivals, world-class partnerships and record-breaking campaigns designed to reinforce Dubai’s status as a global destination for shopping, culture and entertainment.

The year-long programme includes returning flagship events such as the 31st edition of the Dubai Shopping Festival (DSF) and Dubai Summer Surprises (DSS), along with a new retail initiative — the Great Dubai Summer Sale.

Dubai sales and festivals in 2026

The 2026 Retail Calendar builds on a period of exceptional performance. During its 30th edition, DSF delivered world-class shopping, entertainment and rewards, awarding more than AED50m ($13.6m) in prizes to 1,115 winners across 295 raffles.

DFRE’s survey of retailers showed DSS drove a 110 per cent increase in average spending from June to August, with 1,200 participants winning AED20m ($5.4m) in prizes through 180 raffles and 4,000 promotions across 3,800 outlets.

Ahmed Al Khaja, CEO of DFRE, said: “The 2026 Retail Calendar reaffirms Dubai’s unwavering commitment to excellence and diversity, as we continue delivering world class experiences for residents and visitors alike, while strengthening Dubai’s global reputation as a shopping, lifestyle, and cultural capital.

“We are grateful for the continued support of our partners and stakeholders, whose collaboration is instrumental in bringing these unforgettable moments to life and contributes to the sustainable growth of Dubai’s retail sector.”

Since its inception in 2017, the Retail Calendar has united more than 1,000 brands and 4,000 retail outlets, driving billions in sales uplift, inspiring creativity across sectors and cementing Dubai’s role as the region’s retail capital.

Major events and celebrations in 2026

The 2026 Retail Calendar includes milestone moments such as the 10th anniversary of the Dubai Fitness Challenge, Ramadan and Eid, Chinese New Year, Diwali (Festival of Lights), and the Dubai Esports and Games Festival — which in 2025 drew 45,000 fans, saw 3.8m gamers compete across 90 tournaments, and brought together 2,000 industry professionals from 70 countries.

Other highlights include:

• Dubai Shopping Festival (December 5, 2025 –January 11, 2026): 31st edition with drone and pyro shows featuring over 1,000 drones, Auto Season, e& MOTB and reimagined experiences
• Chinese New Year (February 13 – 22, 2026): Fireworks, dining experiences and traditional celebrations
• Dubai Fashion Season (Q1–Q4 2026): Spring/Summer and Fall/Winter launches
• Ramadan & Eid in Dubai (February 16 – March 22, 2026): Night markets, community events and festive retail offers
• The Great Online Sale: Three-day digital shopping event with up to 95 per cent off
• Dubai Esports and Games Festival (May 8 – 24, 2026): Tournaments, expos, cosplay and gaming showcases
• 3-Day Super Sale: Twice-yearly citywide discounts of up to 90 per cent
• Dubai Summer Surprises (July 3 – August 30, 2026): Modesh World, mega raffles and Back-To-School campaigns, plus the new Great Dubai Summer Sale
• Dubai Home Festival (October 16 – November 1, 2026): Furniture, décor and home solution deals
• Diwali – Festival of Lights (November 2 – 12, 2026): Gold promotions, cultural performances and fireworks
• Dubai Fitness Challenge (October 31 Oct – November 29, 2026): 30×30 activities citywide
• Eid Al Etihad (November 30 – December 3, 2026): National Day celebrations with fireworks, cultural activations and retail promotions

Strengthening Dubai global retail ecosystem

Aligned with the Economic Agenda, D33, the Retail Calendar reinforces the city’s position as a global retail innovation hub while supporting community engagement and tourism growth.

With more than 1,000 brands and 4,000 outlets expected to participate again in 2026, DFRE anticipates even greater impact and deeper collaboration between the public and private sectors.