Sharjah is turning up the heat this summer, not with soaring temperatures, but with a sizzling calendar of family-friendly fun, major retail discounts, and vibrant entertainment as part of Sharjah Summer Promotions 2025, running from July 1 to September 1.

Organised by the Sharjah Chamber of Commerce and Industry (SCCI) in cooperation with the Sharjah Commerce and Tourism Development Authority (SCTDA), the campaign brings together more than 1,000 retail outlets across all regions of the emirate, offering up to 75 per cent discounts on everything from fashion and electronics to homeware and toys.

But this year’s edition isn’t just about shopping, it’s also about creating memorable moments for families. One of the biggest highlights is the debut of “Shamsa”, a cheerful new mascot inspired by the Arabic word for sun. Designed to engage younger audiences, Shamsa is set to become the face of summer festivities across malls, events, and social media, with a mission to spread “brightness, optimism, and creativity.”

What’s New in 2025?

• Shamsa Entertainment City:
  From July 15 to August 15, Expo Centre Sharjah will transform into a vibrant indoor wonderland for children. Expect interactive workshops, stage shows, games, art corners, and hands-on play zones, all centred around the sun-kissed Shamsa theme.
• Smart Savings & Prizes:
  A dedicated Sharjah Summer mobile app will enable shoppers to track deals, discover nearby discounts, and participate in electronic raffle draws for a chance to win exciting prizes. The campaign also has a new website portal – www.shjsummer.ae – listing all partner outlets, offers, and family events in one place.
• Cross-Sector Collaboration:
  Speaking at the official launch, held at the Sharjah Chamber headquarters, top officials, including Abdallah Sultan Al Owais, Khalid Jasim Al Midfa, and Ahmed Obaid Al Qaseer, stressed the importance of inter-agency coordination in driving tourism, commerce, and leisure experiences under one cohesive summer vision.

“This isn’t just a sales campaign,” said Al Midfa, SCTDA Chairman. “It’s a strategic push to position Sharjah as a summer destination, a place where families, residents, and visitors can shop, relax, and spend quality time.”

Why It Matters for UAE Residents

Whether you’re looking to refresh your wardrobe, entertain the kids, or explore Sharjah’s cultural hotspots during the quieter summer months, the Summer Promotions offer value, excitement, and convenience.

Families can enjoy:

• Massive sales in air-conditioned malls
• Child-centric activities in malls and at Expo Centre Sharjah
• Cultural and tourism deals aligned with Sharjah’s heritage and art initiatives
• A chance to win rewards simply by shopping and scanning receipts on the app

From Al Majaz Waterfront to Rahmania Mall, the entire emirate will buzz with activity, making it a worthwhile summer staycation option for UAE residents looking to beat the heat and boredom.

Event Details:

• When: July 1 – September 1, 2025
• Where: Retail outlets and malls across Sharjah
• Major event: Shamsa Entertainment City, July 15 – August 15, Expo Centre Sharjah
• For more details: Go to www.shjsummer.ae
• App for festival information: Sharjah Summer Promotions 2025 (available on iOS/Android)