Will the Dubai Super Sale Succeed as a Retail Promotion?

August 18, 2019
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Gulf News asked me for a few comments on the announcement of the “super sale” scheduled to happen twice a year. It’s an interesting idea that will primarily benefit local residents, it’s very difficult to promote a 3-day sale internationally unlike the other two major sale periods which occur over a period of weeks or months. It certainly gives retailers a chance to liquidate old stock and generate cash but a lot of that has already been going on, not sure how much old stock is still sitting around. I think the real benefit here is to re-establish the value proposition of Dubai as prices have continued to rise over the past several years, this type of event says “VALUE” and that is not something you’ve heard associated with retail in Dubai for a long time. Short term benefit to consumers, long term benefit to retailers.


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