A Dubai Mall flagship retailer doubled their creator spend during DSF 2025 versus their normal monthly run rate. Their DSF window paid for the next four months of slower retail buying. That is the typical pattern across DSF for retail-anchored brands.
Who buys during DSF
DSF spend concentrates around mall retailers, fast fashion, electronics, jewelry, fragrance, beauty multi-brand stores and food courts inside the major malls. Outside the malls, hospitality and attractions also lean in.
What they buy
- Mall walkthrough Reels and shop-with-me content
- Discount-code-driven product features
- Event coverage at activations and pop-ups
- Try-on hauls and shopping bag reveals
- Family and group shopping content
How creators should price DSF
DSF is volume work. Most creator deals during DSF are smaller per piece than year-round work, but the volume is significantly higher. Build a DSF bundle that wraps a Reel, a haul, and Stories with a single price and a fast turnaround.
Where the budget actually lands
A meaningful share of DSF creator spend goes to micro-creators because brands want hyper-local, family-feel content that aligns with the festival mood. If you sit in the 5K to 50K band with strong UAE relevance, this is your window.
After DSF
February is the slowdown. Plan for it. The creators who win DSF and then disappear in February have the same annual income as the ones who pace year-round.