Dubai, United Arab Emirates, 17 August 2026: Dubai Summer Surprises (DSS) is making Back-to-School shopping more rewarding than ever this August with an exciting line-up of promotions, exclusive retail offers and incredible prizes across the city.
From AED 20,000 scholarships to instant shopping rewards and limited-time retail deals, residents and visitors have even more reasons to shop throughout the Back-to-School season.
Modesh Scholarship
Among the highlights is the Modesh Scholarship. Running until 29 August, shoppers who spend AED 200 or more at 13 participating malls will receive a digital coupon and be entered into a draw for a chance to win one of AED 20,000 scholarships each.
The 13 participating malls in Dubai are: Al Ghurair Centre, Silicon Central, Bay Avenue, Al Khail Gate Community Centre, Shorooq Community Centre, Serena Community Centre, Villanova Community Centre, Mudon Community Centre, New West Zone Al Khail Gate, New West Zone Mizhar 1, New West Zone – Mizhar 2, Arabian Center, and Dubai Festival Plaza.
Adding more excitement to the initiative, the first five Scholarship winners will be recognised at Modesh World – Dubai’s favourite family ‘edutainment’ destination on 23 August at Dubai World Trade Centre, while the final five winners will be honoured at Arabian Centre on 30 August.
EMAX x SHUKRAN
Meanwhile, shoppers can also take advantage of the EMAX x SHUKRAN Back-to-School Promotion, available until 30 August across all 10 EMAX stores in Dubai. SHUKRAN members can enjoy an instant AED 100 discount voucher on purchases of AED 2,000 or more at all 10 EMAX outlets in Dubai, along with 10X SHUKRAN points, premium gifts worth up to AED 1,000, and up to AED 1,000 off on laptop and tablet exchanges.
Locations include City Centre Deira, Dubai Mall, Ibn Battuta, Mall of the Emirates, Palm Jumeirah Mall, Oasis Mall, Al Ghurair Centre, BurJuman, City Centre Mirdif and Dubai Festival City Mall.
AURA Millionaire
On top of that, Aura members can shop, dine and earn their way to a chance of winning one million points (AED 20,000) during Dubai Summer Surprises until 30 August. Members simply need to scan their Aura ID every time they shop or dine to enter the draw, with more transactions increasing their chances of winning across both in-store and online purchases.
As a leading loyalty programme with a portfolio of more than 50 brands, including H&M, Bath & Body Works, American Eagle and Shake Shack, Aura allows members to earn points every time they shop or dine.
Beat The Clock
For those who want to avail the best deals for watches do not want to miss Beat The Clock with Rivoli Group from 14 to 16 August. Shoppers can look forward to unbeatable deals on a wide selection of Swiss and fashion watches at Rivoli Outlet stores in Dubai Outlet Mall and The Outlet Village, as well as online at Rivolishop.com. People will also have the chance to win a share of AED 60,000 in Rivoli Group gift vouchers with 30 winners to be selected with prizes ranging from AED 1,000 to AED 5,000 in gift vouchers.
The Back to School season also includes more than 500 brands offering a wide range of promotions from 25 to 75% off and Buy One Get One Free on selected items.
Dubai Summer Surprises 2026 is supported by Key Sponsor Commercial Bank of Dubai and Strategic Partners which include: Al Futtaim Malls (Dubai Festival City Mall & Festival Plaza), Al Zarooni Group (Mercato Shopping Mall), AW Rostamani Group, DHAM (Marsa Al Seef, Bluewaters, Ibn Battuta Mall, Palm Jumeirah Mall, Nad Al Sheba Mall, and The Outlet Village), Emirates Airline, ENOC, e&, Majid Al Futtaim (Mall of the Emirates, City Centre Mirdif, City Center Deira), and talabat.
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