6 million shoppers in Mall of the Emirates this DSS says mall vice-president

"We have hit Dhs1.5bn in sales with 6 million visitors thanks to DSS which immensely contributes to revitalizing the retail trade sector during summer," said Sharaf.

"Shopping promotions and exciting events in malls during DSS have been instrumental in attracting visitors to Dubai during this time of the year, and these factors have reflected positively on retail sales and the overall visitor turnout."

Sharaf noted that Mall of the Emirates had logged tremendous growth rates since its launch in 2006. "In the summer of 2006, we achieved Dhs700m worth of sales which increased to 1 billion in 2007," he said, expecting the 2008 sales to exceed Dhs1.5bn.

"During DSS 2007, 5.3 million people visited the mall, a 17% increase over DSS 2006, when 4.2 million came in," he noted, expecting a total of 6 million people to visit the mall by the end of the current DSS edition.

"The intensive activities and large-scale campaigns launched by the Dubai Shopping Festival Office along with the discounts offered by a large number of participating stores in the event have reflected positively on sales and footfall. Mall of the Emirates is living up to its potential of catering to diverse visitors," he added.

Sharaf added that a large number of Gulf tourists visit the mall during DSS along with scores of UAE nationals and multi-national expatriates.

"The existence of Kempinski Hotel is a great asset to the mall's potential, as the hotel has helped draw in a large number of Gulf tourists who prefer to stay near to shopping areas along with their families."

"Consumer behaviour in the region has undergone considerable changes. People no longer visit a mall for just shopping; a visitor now spends an average of 3 to 4 hours per visit divided between shopping, dining, and entertainment," he said, noting that UAE citizens and residents spend an average of Dhs600 per person, while a tourist spends an average of Dhs1200 per visit.