Dubai turns into a different world during the holiday season. From UAE National Day celebrations to the energy of Ramadan, and then Christmas, New Year’s Eve, and end-of-year sales, the city stays alive with lights, offers, shopping festivals, and footfall from both residents and international visitors. For local businesses, this period isn’t just festive; it’s strategic. Shoppers are ready to spend, tourists are eager to explore, and families are actively looking for good deals, dining options, and gift ideas.
The challenge? Everyone is promoting something. Consumers get bombarded with social posts, ads, emails, and influencer content. Cutting through that noise becomes nearly impossible unless a business uses a channel that is direct, personal, and almost guaranteed to be seen.
That’s where SMS and RCS (Rich Communication Services) outperform every other digital channel.
This guide breaks down exactly how Dubai businesses can use SMS and RCS to get more customers, more engagement, and more holiday revenue without overspending on ads or dealing with unpredictable algorithms.
The Festive Buzz in Dubai: Why Messaging Matters More Than Ever
Dubai is a city that celebrates year-round, but the holiday season creates unique behaviour patterns:
• People shop more often and spend more per visit.
• Tourists search for dining, entertainment, shopping, salons, and leisure activities.
• Residents look for deals, gifting ideas, and experiences.
• Footfall in malls and commercial areas increases sharply.
But here’s the twist: with so many promotions around, attention becomes the rarest currency. Most consumers scroll past ads without noticing them, and many ignore emails. But they don’t ignore their SMS inbox.
For local businesses—restaurants, boutiques, salons, clinics, real estate firms, gyms, cafés, and service providers—messaging provides the fastest way to reach customers where they always look: their phone screen.
Why SMS Marketing Still Works in 2025
SMS is one of the oldest digital channels, but in the UAE it is still one of the most trusted and efficient. With every telecom operator supporting it and residents relying on it for OTPs, bank alerts, and delivery updates, SMS sits in a strong position.
Key reasons SMS continues to dominate:
1. Close to 100% open rates
People read their text messages. Even if they don’t act, they still see it. No algorithm filters it out.
2. Instant delivery
Perfect for:
• Flash sales
• Last-minute deals
• Time-sensitive reminders
• Event countdowns
In Dubai’s fast-paced retail environment, timing is everything.
3. Works on all phones
No app is needed. No internet is required.
Every customer receives the message regardless of device, operating system, or location.
UAE residents are familiar with receiving offers and service updates through SMS.
This makes SMS ideal for businesses that want:
• Credibility
• Direct visibility
• Compliance-friendly marketing
Example SMS for the holiday season:
“Exclusive Holiday Offer! Get 20% off all festive gifts this weekend. Visit our store in Deira City Centre or shop online”
Simple. Clear. Actionable.
And during the holiday period, this kind of message directly increases shop visits and online conversions.
The Rise of RCS — The Future of Business Messaging in Dubai
RCS is quickly becoming the next big upgrade for SMS. Think of it as WhatsApp-quality messaging, but inside a phone’s native messaging app.
In 2025, UAE telecom operators and Android devices now widely support RCS Business Messaging, and brands are using it to create rich, branded, interactive experiences.
What RCS adds beyond SMS:
• Rich media (images, videos, GIFs, product carousels)
• Buttons for “Shop Now,” “Book Table,” “Call,” or “Locate Store”
• Brand colours, logos, verification badges
• Delivery receipts, read receipts, and two-way replies
• Better security and sender trust
Why this matters for small local businesses:
You look bigger. More professional. More trustworthy.
Your message doesn’t look like a text; it looks like a mini landing page.
Example RCS message for a restaurant in Jumeirah:
• A festive dinner menu graphic
• Video of holiday décor
• Buttons: “Reserve Table,” “View Menu,” and “Directions”
• A verified brand profile
This is the kind of experience customers expect in a city like Dubai where lifestyle, presentation, and convenience matter.
5. Holiday Campaign Ideas Using SMS and RCS
These ideas are tailored specifically for Dubai audiences during high-traffic periods.
1. Exclusive Holiday Discounts
During UAE National Day, Christmas, or New Year, customers expect promotions.
Use SMS for the announcement and RCS for the visual experience.
Examples:
SMS:
“UAE National Day Sale! Flat 25% off on all in-store items today only. Visit our Bur Dubai outlet.”
RCS:
• Image of the festive collection
• “Shop Now” button
• “Preview Offers” carousel
2. Event Invitations & Reservations
Dubai hosts endless brunches, parties, and cultural events during this season.
Messaging is the fastest way to fill seats.
What to send:
• Gala night invites
• Live music event notifications
• New Year dinner packages
• Ramadan Iftar/Suhoor booking promotions
Add buttons like:
“RSVP,” “Reserve Now,” “Call Us,” or “Add to Calendar”
3. Personalized Festive Greetings
Holiday greetings feel warm and personal.
When paired with a reward, they build loyalty.
Example:
“Happy Holidays, Sarah! Enjoy 15% off your next purchase — our gift to you! Visit our Dubai Marina store anytime this week.”
Adding the customer’s name increases open rates and conversions.
4. Flash Sales & Countdown Campaigns
Dubai shoppers respond strongly to urgency and exclusive access.
Smart sequence example:
SMS 1: “Flash Sale starts at 4 PM. Limited items. Don’t miss out!”
RCS 2:
• Countdown timer
• Product images
• “Buy Now” button
5. Abandoned Cart & Re-engagement Messages
Tourists and residents often browse but forget to complete purchases.
Example:
“You left something in your cart! Complete your checkout and get an extra 10% holiday discount: [short link]”
For RCS:
Add product thumbnails and a “Continue Shopping” button.
Best Practices for Holiday Messaging Campaigns in Dubai
Dubai’s audience is unique. Here’s how local businesses can get the most out of SMS and RCS.
1. Segment Your Audience
Don’t send the same message to everyone.
Suggested segments:
• Frequent buyers
• High spenders
• First-time customers
• Tourists (short-term stay offers)
• Dormant customers
• VIP members
Segmented messaging increases conversions dramatically.
2. Perfect Timing Matters
Peak engagement hours in Dubai:
• Evenings: 6 PM – 10 PM
• Weekends
• Payday weeks
• Holiday eves
Sending at the right time boosts both open and click-through rates.
3. Clear Calls to Action
People act fast when the message tells them exactly what to do.
Use simple CTAs:
• Shop Now
• Reserve Table
• View Menu
• Visit Store
• Claim Offer
4. Follow UAE TRA Regulations
Always comply:
• Include an opt-out option
• Maintain customer data privacy
• Avoid spammy frequency
• Use a registered sender ID
Compliance builds trust.
5. Combine SMS with RCS
Use both strategically:
SMS:
High reach, works for everyone.
RCS:
Rich media and higher engagement.
A dual approach gives the best holiday results.
Deep-Dive: Why Messaging Works Better Than Social Media During Holiday Season
1. No algorithm issues
Your message doesn’t depend on:
• Instagram reach
• TikTok’s random visibility
• Ads budget
• Competition
Every customer receives it directly.
2. Higher intent
People respond faster to mobile messages than to posts or emails.
3. Less clutter
While social feeds are crowded with brands fighting for attention, the SMS inbox is still relatively clean.
4. Perfect for tourists
Tourists don’t always follow local pages.
But they all use mobile networks, making SMS/RCS ideal for:
• Restaurants
• Attractions
• Retail stores
• Salons
• Travel services
Industry-Wise Use Cases
for Dubai Businesses
Here’s how different sectors can use SMS and RCS during the holiday months.
1. Retail Stores
• Holiday launches
• New arrivals
• Storewide discounts
• Exclusive VIP previews
• Buy-one-get-one deals
RCS:
Use product carousels to show gift sets or clothing collections.
2. Restaurants & Cafés
• Iftar/Suhoor packages
• Christmas dinners
• New Year brunches
• Event bookings
• Live entertainment nights
RCS:
Include menu images + one-tap booking.
3. Salons & Wellness Centers
• Holiday grooming packages
• Bridal season offers
• Membership renewals
• Appointment reminders
• Loyalty rewards
4. Gyms & Fitness Studios
• New Year fitness challenges
• Membership offers
• Class schedules
• PT promotions
5. Real Estate Developers & Brokers
• Open house invitations
• Project showcases
• Virtual tour links
• Lead follow-ups
• Festival season offer announcements
6. E-commerce Stores
• Abandoned cart reminders
• Festive sale alerts
• Re-engagement coupons
• Shipping updates
• Back-in-stock notifications
Advanced Strategies to Maximize Messaging Results
Here’s how businesses can step up their campaigns.
1. Use automation
Schedule:
Using automation in email marketing can significantly improve efficiency and engagement. By scheduling messages such as holiday countdown alerts, early-bird promotions, payment reminders, and post-purchase follow-ups, businesses can maintain consistent communication with their audience without having to manually send each email. This not only saves time but also ensures that subscribers receive timely, relevant messages that guide them through the customer journey, increasing the likelihood of conversions and fostering long-term relationships.
2. Add personalization
Use Customer data:
Collecting key subscriber information such as name, purchase history, location, and preferred product categories allows businesses to create highly personalized email messages. By tailoring content to individual preferences and behaviours, brands can make their emails more relevant and engaging, which significantly boosts conversions. Personalized communication helps customers feel valued and understood, increasing the chances they will take action, whether it’s making a purchase, signing up for an offer, or returning to the website.
3. Test different messages
A/B test:
Testing different messages through A/B testing is a powerful way to optimize email performance. By experimenting with variations in calls-to-action (CTAs), promotional offers, media formats, and even send times, businesses can identify which approaches resonate most with their audience. Often, small adjustments in these elements can lead to significant improvements, sometimes even doubling response rates. Regular testing ensures that emails remain effective, engaging, and aligned with subscriber preferences.
4. Use short links with tracking
Track:
Using short, trackable links in emails allows businesses to monitor key performance metrics such as clicks, conversions, website visits, and sales. By tracking these actions, companies can gain clear insights into how their campaigns are performing and measure ROI accurately. This data-driven approach helps marketers understand what works, optimize future emails, and make informed decisions to improve engagement and revenue.
Why Dubai Businesses
Should Act Now
Dubai’s retail, hospitality, and service sectors thrive on connection and personal experiences. With everyone constantly on their phone, messaging provides the most direct path to attention.
Here’s what SMS + RCS help businesses achieve:
• Build stronger relationships
• Increase sales without big ad budgets
• Stand out during the noisy holiday season
• Offer a premium, branded experience
• Boost customer trust with verified communication
• Reach both locals and tourists instantly
The holiday months are competitive, but they’re also the most profitable.
Businesses that plan early and use messaging smartly outperform the rest.
Conclusion
Dubai’s holiday season is the best time to grab attention, but people are flooded with ads. Social media alone won’t cut through the noise. SMS gives you instant reach, and RCS adds rich, interactive messages. Together, they help you stand out, drive more engagement, and bring in more customers.
You don’t need complicated campaigns. You just need clear, personal messages delivered where people actually look: their messaging inbox.