A new report has found that one in three UAE residents has made an unplanned purchase due to a countdown offer, highlighting how flash sales are fundamentally reshaping consumer behaviour during major shopping events like the Dubai Shopping Festival (DSF).
The YouGov MENA Mega Sales Report 2025 notes that limited-time deals and personalised promotions are driving new levels of engagement across the country’s retail sector. This strategy, built on creating a sense of urgency, has been widely adopted by leading retailers. E-commerce platforms such as Amazon and Noon, alongside hypermarkets like Carrefour and electronics retailer Sharaf DG, have all integrated countdown-style promotions into their sales events.
During the 2024-25 DSF, beauty brands including Sephora and L’Oréal offered product bundles that sold out within hours. In fashion, Zara and H&M used app-exclusive discounts to attract customers, while luxury brands Louis Vuitton and Gucci targeted high-spending clients with limited-edition collections. In the technology sector, smartphones and wearable devices from Samsung and Apple were prominent features in time-sensitive deals.
DSF Dominates the Sales Calendar
Despite the global popularity of events like Black Friday and Amazon Prime Day, the Dubai Shopping Festival remains the premier shopping event for UAE residents. According to the report, six in ten people plan to shop during the 2025-26 edition of the festival. Its success lies in a hybrid model that combines deep seasonal discounts with a continuous stream of flash offers, appealing to both methodical planners and impulse buyers.
The study also points to the increasing importance of tailored marketing. Over half of all shoppers said personalised offers now drive their purchasing decisions. Retailers are increasingly combining flash sales with targeted app notifications and loyalty rewards, delivered primarily through social media, mobile apps, and email, which have overtaken traditional advertising.
Planning Meets Impulse
The most significant impact of flash sales is seen in the beauty, fashion, and technology categories. Skincare bundles, app-only clothing releases, and limited-time discounts on electronics consistently offer substantial value. During the last DSF, home appliances such as refrigerators and washing machines also saw increased sales.
While the fast-paced nature of these deals encourages spontaneous spending, most consumers remain strategic. The report found that three in five residents plan their DSF purchases in advance by creating wish lists and comparing prices, waiting for the opportune moment to buy. This suggests that while shoppers are tempted by flash deals, many use them as a tool to secure the best price on planned purchases.