Retailers miss Back to School rush

SUMMER HEAT, BUYER CAUTION, AND OVERSEAS TRAVEL COOL SALES IN UAE DESPITE HUGE DISCOUNTS

- BY MANOJ NAIR Business Editor

The Back to School (BTS) promotions are in full swing in the UAE, but consumers are showing extra cautious in their spending — even with discounts of 50-70 per cent on essential purchases.

This caution towards buying could change this weekend and in the coming days before schools open for the new academic year. Dubai’s KHDA has allowed private schools a fee hike of 2.35 per cent for 2025-26.

But this year, UAE retailers with stores are dealing with another factor in their BTS promotions — the extreme heat, which has prompted shoppers to choose online offers over going to a store.

What retailers seek

Retailers in the UAE definitely are hoping for a ‘last-week surge’ in shopping during the Back To School phase.