Shoppers flock to malls and stores to take advantage of Ramadan retail promotions.
Shopping is a major pastime during Ramadan. Shorter working hours mean that families can enjoy quality time together and many choose to head to the stores to find a bargain.
Most of the major malls and stores in Dubai and Sharjah have special retail promotions throughout the month to keep the Ramadan crowds pleased.
During this time of the year, malls adapt their services to tie in with the events of Ramadan. This means opening hours are altered to accommodate fasting times, entertainment for the whole family is on offer and stores have retail deals on products that are in high demand during the festivities.
Bronwyn Redding-Jones, Marketing and Events Manager for Mercato Mall, Dubai, says: "During Ramadan, mall timings change to reflect the sensitivities of the month, therefore, shopping habits also differ. We usually see a steady flow of people arriving after iftar to dine at our restaurants and enjoy our hospitality area while listening to gentle traditional music. There is a distinct boost in sales during the three days of Eid, as it is the occasion to offer gifts to children."
Flavour of the month
"Sales of traditional food products associated with Ramadan increase significantly at this time of the year. Adults traditionally give gifts to children and their neighbours, therefore, the sale of items such as children's clothing, perfume, jewellery and sweets receive a boost," says Murray Bell, acting CEO of MAF Shopping Malls. "The sale of food items increase during Ramadan as the emphasis is always on iftar after a day of fasting. There is an increase in the sales of soups, dates and other traditional Ramadan dining items. Towards the end of Ramadan we see a big increase in demand for perfume, clothes and other gift items as people prepare for Eid," says Bell.
During Ramadan, Muslims are encouraged to think of those less fortunate than themselves and become more charitable. To keep in the spirit of the month, most of Dubai and Sharjah's malls hold different charity events that promote generosity and giving.
The most popular stores at Mercato during Ramadan are the traditional stores selling oud, delicacies and cosmetics. The jewellery stores located in the Porto Vecchio Village are always busy during this time of the year and many are running special promotions. Most fashion retail stores at Mercato will have promotions and deals, as many of them will be launching their new collections in time for Eid. Popular make-up retailer, MAC, is launching its new range during Ramadan.
At Mercato this Ramadan, chefs are making traditional sweets and savouries from the Middle East and Asia. Customers can enjoy these at the hospitality area while listening to traditional live oud and Qanoon music. There are also ladies offering henna tattoos. The best of the entertainment will come during the three days of Eid when there will be classical Arabic music and Egyptian dancers.
Customers can bring their loose change in any currency to the Mercato Mall 'Charity Fountain' and make a wish for those less fortunate.
There is also a 'Charity Mountain' where individuals can bring previously loved toys and clothes. A giant greeting card is also available where customers can leave Eid Mubarak messages for the orphans of Beit Al Khair Society-supported orphanages.
International jewellery retailers, Damas, have launched a number of promotions in time for Ramadan. The 'Eid Time of Giving Booklet' containing Dh1,400-vouchers will be inserted in major Arabic newspapers during the promotion period and can be redeemed at participating Damas stores. Every shopper who spends Dh3,000 or more on gold or diamond jewellery is entitled to an elegant watch, completely free. Additionally, the top-five daily spenders will each win a crystal Aya diamond pendant.
Shopping for Eid
At the Mall of the Emirates, supermarket Carrefour is running promotions on everything from food items to electronics items.
The band Ay Layali is performing an Oriental musical show in the Galleria section of the mall. Eid entertainment is also being planned. Magic Planet and Ski Dubai are open.
Telecommunications service provider, du, is running a charity campaign where customers at the Mall of the Emirates can donate certain items and receive discount coupons for use at participating stores at the mall. Items that are being accepted are glasses, mobile phones, books and clothes. Glasses will go to the Al Ihsan medical centre in Ajman and mobile phones will go to EnvironFone, an organisation that refurbishes old phones and then donates them to African countries.
Books will be given to Life-For Relief and Development, an organisation that sends books to Iraq for distribution in schools and libraries, while clothes will be given to Red Crescent, a UAE charity organisation that donates apparel to needy communities in the region.
This year, in association with the Shaikh Mohammad Centre for Cultural Understanding (SMCCU), Deira City Centre is holding the 'Fruit of the Date Palm' exhibition. This event illustrates how the date features in the culture and lifestyle of the people of the UAE. The various activities include a fresh date display, manufactured date products display, a Majlis tent, a film showing of Feast of Dates and a cultural exchange featuring a question and answers session with young UAE nationals from the SMCCU programme.
Special offers
Stores at Ajman and Sharjah City Centre have special offers, part promotions and discounts during the festive period.
Sharjah City Centre is acting as sub-sponsor of the Ramadan Shopping Festival, organised by the Government of Sharjah and is conducting competitions during this period. Prizes up to Dh300,000 can be won along with two luxurious Nissan cars (presented by the Sharjah Ramadan Festival committee), thousands of valuable instant prizes and gift vouchers.
Ajman City Centre is offering a Nissan X/Trail and thousands of dirhams in City Cash Vouchers.
During Ramadan, IKEA witnesses an increase in sales of candles and other decorative items as customers prepare for Eid, according to Tarja Arvela-Yilmaz, Marketing Manager of IKEA UAE. The store's restaurant stays closed until iftar. A traditional iftar buffet is offered for Dh15.
