Dubai: With Christmas just days away, supermarkets and neighbourhood stores across the UAE are witnessing a noticeable surge in footfall as residents complete their festive shopping.
Retailers report that demand is being led by seasonal food, bakery items, and ready-to-eat meals, reflecting a preference for at-home celebrations and smaller gatherings this year. From plum cakes and chocolates to turkeys and festive roasts, shelves are seeing faster movement as shoppers prioritise convenience and value.
Store managers say the season has been marked by a mix of early planners and last-minute buyers, with many customers seeking ready-to-serve options that reduce preparation time without compromising on tradition.
Bakery counters, in particular, are among the busiest sections, with shoppers picking up cream cakes, plum cakes, and other Christmas favourites. Alongside baked goods, products associated with home hosting, including stuffing ingredients, festive sweets, and non-alcoholic sparkling drinks, are selling strongly.
Convenience has emerged as a key driver of purchasing decisions. Supermarkets across the UAE report growing interest in ready-to-eat and ready-to-cook festive meals, especially among working families. Prepared options such as roast chicken, turkey, duck, and lighter festive dishes are seeing steady demand as consumers look to balance celebration with time efficiency.
Retailers also note a clear pattern in spending behaviour. While many shoppers remain price-conscious, there is still room for indulgence, particularly when it comes to premium bakery items, speciality foods, gift hampers, and festive décor. Christmas trees, ornaments, and seasonal decorations have become a common sight across supermarket aisles.
Digital shopping platforms are playing an increasingly important role during the festive rush. Online ordering and click-and-collect services are helping shoppers avoid crowded stores, with many choosing to purchase bulk groceries and gifts in advance.
Industry players remain optimistic as Christmas and New Year celebrations fall close together, extending the festive shopping window. Retailers say this overlap, combined with community carols, live music events, and social gatherings across malls and public spaces, has helped maintain consistent footfall in the days leading up to Christmas.
