Dubai is set for a festive retail surprise this Eid Al Adha as Dubai Retail introduces its new Dubai Retail Gift Card alongside a citywide gifting activation offering shoppers the chance to receive complimentary Dhs250 gift cards.
Running from May 27 to 30, the initiative will span seven major Dubai Retail destinations, turning the long Eid weekend into a citywide treasure hunt for visitors. Shoppers across participating malls and lifestyle locations may be randomly selected to receive the complimentary cards, which can be used across an extensive network of retail, dining, and leisure venues.
The move is part of Dubai Retail’s broader push to enhance visitor experiences during key holiday periods, while also promoting the newly launched multi-destination gift card product.
At the heart of the activation is a roaming “Gift Card Concierge,” who will travel through participating destinations carrying a trolley of gift boxes. Inside, lucky visitors will find Dhs250 Dubai Retail Gift Cards handed out on the spot.
The concierge will appear across Al Khawaneej Walk, The Outlet Village, Bluewaters, Palm Jumeirah Mall, Palm West Beach, Ibn Battuta Mall, and Nad Al Sheba Mall. Visitors are encouraged to keep an eye out throughout the Eid weekend, as distribution will take place across different times and locations.
Dubai Retail has positioned the activation as a spontaneous and experiential form of gifting, designed to add an element of surprise to the Eid shopping experience.
For full schedule details and timings, visitors are directed to Dubai Retail’s official Instagram page.
The Dhs250 gift cards are part of Dubai Retail’s newly launched digital gifting platform, which was first announced on May 13.
Dubai Retail, a major retail network under Dubai Holding Asset Management, introduced the product as a flexible alternative to traditional single-store vouchers.
The Dubai Retail Gift Card can be used across 40 malls, retail destinations, and lifestyle centres across the city, covering more than 5,000 participating stores and venues. These include fashion outlets, beauty brands, dining experiences, entertainment spots, and wellness services.
The idea behind the card is to give recipients freedom of choice, allowing them to decide where and how to spend their balance. Whether used for shopping trips, dining experiences, spa visits, beach clubs, or family outings, the card is designed to reflect the wide range of lifestyle options available across Dubai.
Dubai Retail has described the offering as a shift toward more personalised and experience-driven gifting, moving away from fixed-location vouchers toward citywide usability.
The Eid campaign is being rolled out as a physical activation across key destinations, with the Gift Card Concierge acting as the face of the initiative. The roaming format is intended to increase engagement and create moments of surprise for visitors during peak holiday footfall.
Dubai Retail said the activation aims to make gifting more interactive and memorable, particularly during a period when malls and leisure destinations typically see high visitor traffic.
The campaign also highlights Dubai Retail’s continued focus on blending physical retail experiences with digital convenience, creating hybrid engagement models for residents and tourists alike.
Powered by Visa, the Dubai Retail Gift Card is valid for 12 months from the date of purchase and supports both partial and multiple redemptions. This allows users to spread their balance across different occasions and destinations rather than spending it all at once.
Cardholders can manage balances and security settings through the official platform, while load values range from Dhs50 to Dhs3,500, catering to both individual gifting and corporate use cases.
Dubai Retail has emphasised that the card is designed for convenience, security, and flexibility, making it suitable for everyday use as well as special occasions.
