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Cakes, deals and more: Back-to-school in UAE turns into celebration
Bakers say their offerings play a key role in turning the end of summer break into something special for children
- PUBLISHED: Wed 20 Aug 2025, 8:08 AM UPDATED: Wed 20 Aug 2025, 8:37 AM
Back-to-school in the UAE has transformed into a celebration, with families marking the season much like a festival. From themed cakes to discounts on meals and even waterpark deals, the days leading up to the first day of school have become an important retail and community moment.
Businesses across sectors highlighted that in recent years, the season has gone beyond the traditional purchase of supplies, evolving into an occasion filled with excitement for students, parents, and enterprises alike.
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Families are now treating it as a fresh start as children return to their schools after a two-month break on August 25, with brands across sectors designing promotions to capture the celebratory mood.
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Bakers, for instance, say their offerings play a key role in turning the return to classrooms into something special for children.
Mandy Chanana, COO Mister Baker said, “Back-to-school celebrations have definitely shaped our menu and promotions this season. We wanted to capture the excitement of a fresh start and translate it into products that families can enjoy together.
"We introduced themed cakes, colourful cupcakes, and cookie packs designed especially for students and families. These playful items are created to spark joy and make the school season memorable.
"We have seen families come in specifically to mark the start of the school year. Many parents pick up cakes and cookies to surprise their children or to host small gatherings, showing that back-to-school has become a celebration in its own right," he added.
Free dish by presenting report card
Even restaurants are joining the movement, encouraging families to dine out and celebrate milestones together.
Yash Mulchandani, Director of GCC Operations and New Market Expansion at Kailash Parbat said, “To make it memorable, we’ve introduced weekday discounts — 40 per cent off on Mondays, 30 per cent off on Tuesdays, and 20 per cent off on Wednesdays. Adding to the fun, students can enjoy a free Chhole Bhature by simply showing their report card — a homely favourite that brings comfort and joy to every table. These offers are our way of making dining out more affordable, fun, and rewarding for families during this exciting season.”
He added, “As a family-first brand for years, we've created something for everyone — kids, parents, and families alike. The 'report card = free Chole Bhature' treat is designed especially for students, while the weekday discounts give families more chances to come together over their favourite dishes. Whether it’s a quick bite after school or a family outing, we have made sure every visit feels like a celebration.”
Cashing in on the boom
Retailers have also positioned themselves as central to this shift, with wide-ranging offers on everything from stationery to healthy snacks.
Kamal Vachani, Deputy CEO, Group Director and partner Almaya group said, “We have carefully designed our back-to-school promotions to ease the preparations for families while making the shopping experience enjoyable. This year, we are running exclusive offers across a wide range of categories, including school supplies, stationery, backpacks, lunch boxes, and healthy food products. Our campaigns focus on offering convenience and variety under one roof, helping parents save time while giving children a sense of excitement as they prepare for the new academic year.”
Tech-driven platforms are also tapping into the season. Careem is offering “five minute delivery and up to 50 per cent off school and home essentials (backpacks, stationery, pantry items, etc.) and electronics (Samsung Tablets, MacBooks, iPads, etc)." They are also offering Dh600 off for 3-month car rentals.
The company is also enabling direct international transfers to UK educational institutions via Careem Pay, supporting families with children studying abroad.
Leisure destinations are ensuring families can enjoy one final outing before school routines begin. Over at Wild Wadi Waterpark, a press statement said, “Families can dive into one last splash-fest before school starts, from August 16 to 31, kids under 8 go free.”
Meanwhile, hospitals are also tailoring packages to align with the back-to-school mood, focusing on children’s health as part of academic readiness.
Saudi German Hospital, in a statement to KT, said, “Getting children ready for a successful academic year starts with their health. Saudi German Hospitals in Sharjah and Ajman offer a comprehensive Back-to-School Package for onlyDh299. The package offers parents peace of mind with vital checks including Vitamin D, Iron, and CBC. These essential tests ensure children have the energy, focus and wellbeing needed for their school journey.”
