Back-to-school season in the UAE has evolved into a festive celebration, with families embracing it as a festival. From themed cakes to meal discounts and waterpark offers, the days before school starts have become a significant retail and community event.
In recent years, businesses across various sectors have noted that the season has expanded beyond traditional supply shopping, turning into an occasion filled with excitement for students, parents, and businesses alike.
Families now view it as a fresh start when children return to school after a two-month break on August 25, with brands across different sectors creating promotions to capture this celebratory spirit.
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Bakers, for instance, highlight the role their offerings play in making the return to school special for children.
Mandy Chanana, COO of Mister Baker, said, “Back-to-school celebrations have definitely influenced our menu and promotions this season. We aim to capture the excitement of a fresh start and translate it into products that families can enjoy together.
“We introduced themed cakes, colorful cupcakes, and cookie packs designed especially for students and families. These playful items are crafted to spark joy and make the school season memorable.
We’ve noticed families visiting specifically to mark the start of the school year. Many parents buy cakes and cookies to surprise their children or host small gatherings, demonstrating that back-to-school has become a celebration in its own right.”
Free Dish for Showing Report Card
Restaurants are also joining the trend, encouraging families to dine out and celebrate milestones together.
Yash Mulchandani, Director of GCC Operations and New Market Expansion at Kailash Parbat, said, “To make it memorable, we’ve introduced weekday discounts — 40% off on Mondays, 30% off on Tuesdays, and 20% off on Wednesdays. Adding to the fun, students can enjoy a free Chole Bhature just by showing their report card — a homely favorite that brings comfort and joy to every table. These offers are our way of making dining out more affordable, fun, and rewarding for families during this exciting season.”
He added, “As a family-first brand for years, we’ve created something for everyone — kids, parents, and families alike. The ‘report card = free Chole Bhature’ treat is designed especially for students, while the weekday discounts give families more chances to come together over their favorite dishes. Whether it’s a quick bite after school or a family outing, we ensure every visit feels like a celebration.”
Capitalizing on the Boom
Retailers have also positioned themselves at the heart of this shift, offering extensive deals on everything from stationery to healthy snacks.
Kamal Vachani, Deputy CEO, Group Director, and partner at Almaya Group, said, “We have carefully crafted our back-to-school promotions to ease preparations for families while making the shopping experience enjoyable. This year, we are offering exclusive deals across a wide range of categories, including school supplies, stationery, backpacks, lunch boxes, and healthy food products. Our campaigns focus on providing convenience and variety under one roof, helping parents save time while giving children a sense of excitement as they prepare for the new academic year.”
Tech-driven platforms are also tapping into the season. Careem is offering “five-minute delivery and up to 50% off school and home essentials (backpacks, stationery, pantry items, etc.) and electronics (Samsung Tablets, MacBooks, iPads, etc). Dh 600 off for 3-month car rentals.”
The company is also facilitating direct international transfers to UK educational institutions via Careem Pay, supporting families with children studying abroad.
Leisure destinations are ensuring families can enjoy one last outing before school routines begin. At Wild Wadi Waterpark, a press statement said, “Families can dive into one last splash-fest before school starts from 16 to 31 August, with kids under 8 going free.”
Meanwhile, hospitals are also tailoring packages to align with the back-to-school mood, focusing on children’s health as part of academic readiness.
Saudi German Hospital, in a statement to KT, said, “Getting children ready for a successful academic year starts with their health. Saudi German Hospitals in Sharjah and Ajman offer a comprehensive Back-to-School Package for only AED 299. The package offers parents peace of mind with vital checks including Vitamin D, Iron, CBC. These essential tests ensure children have the energy, focus, and wellbeing needed for their school journey.”
