The extended summer season in the UAE has significantly changed consumer priorities and actions. For businesses and investors in the region, adaptation requires an evidence-based understanding that goes beyond superficial observations such as adjusted shopping mall opening hours.
This analysis draws on Sapience’s recent qualitative research, including focus groups and on-the-ground test shopping in the UAE and GCC. We go beyond assumptions to offer concrete insights into the commercial and social adjustments triggered by sustained high temperatures.
Retail is changing: Targeted visits replace casual browsing
Consumer research shows a fundamental shift in retail behavior. Foot traffic is becoming more targeted and is not just shifting to the cooler hours. Occasional browsing is on the decline, being replaced by targeted visits for specific purchases.
One participant from Dubai explained: “Winter allows window shopping in the mall. In summer, you have a specific need. That’s when efficiency is needed.”
This shift has a clear impact on operations. Mystery shopping has revealed that, despite air-conditioned stores, there are still points of friction: consumers are paying more attention to parking availability, direct access to the mall, and walking times from the car to the store. Retailers who optimize this journey, through efficient click-and-collect or straightforward navigation, show that they have understood the changing priorities. The goal shifts from seeking a cool environment to minimizing physical exertion.
Digital adoption vs. ongoing physical needs
Delivery and online services see significant growth in summer, especially for routine purchases (groceries, pharmacy, standard clothing). The primary reason for this is to avoid inconvenience while traveling.
However, this shift is not universal. Market research confirms that personal contact is still strongly preferred for high-value items, premium products or special services. Focus groups on electronics purchases revealed that while online desktop research initiates the process, the final decision often requires a visit to a store. As one respondent noted, “With cell phones or laptops, I have to see them and hold them in my hand. Online can’t replace that.”
So physical stores are evolving: from transaction points in the cooler months to validation and advice centers in the summer.
The value of service is changing: convenience demands a premium
The summer heat changes the perception of value for all services. The hospitality industry is experiencing a decline in tourist occupancy, but residents are increasing their spending on “day trips” – primarily using hotel restaurants, spas, and pools for air-conditioned comfort.
Similar patterns can be observed in other sectors:
Automotive centers that offer pickup and delivery services are experiencing a notable increase in demand.
Home services (housekeeping, personal care) are gaining an appealing customer base.
The common factor is the willingness to pay premiums for services that avoid travel and heat stress. This reflects a pragmatic adaptation to regional conditions, which is not a renunciation of luxury.
The key implications for the businesses in the UAE/GCC
The observed behavioral changes represent the conscious recalibration of effort, value, and convenience. Strategic responses need to be aligned with the shifting consumer reality:
- Prioritize efficiency: Streamlining the physical and digital customer flows. Consumers on targeted missions are abandoning complex paths.
- Reposition physical spaces: Turn stores from places of discovery to destinations for final purchase and expert advice during peak season.
- Minimizing customer effort: Services that reduce physical effort gain measurable appeal and achieve price premiums.
Understanding these nuances enables strategies that are aligned with market needs, taking into account consumer pragmatism and the defining influence of climate in the GCC.