Gift It Forward initiative aligns with Season of Wulfa, to distribute over 500,000 items across the UAE this Ramadan to support communities in need.
DUBAI: Gift It Forward has returned for its third edition, with Dubai Holding announcing the distribution of more than 500,000 brand-new items across the UAE during Ramadan.
Organised in collaboration with the Community Development Authority, the initiative brings together over 55 public and private sector partners. This year, Gift It Forward aligns with the Season of Wulfa, launched by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, to celebrate Emirati culture, generosity and togetherness.
Gift It Forward will host 27 marketplace events nationwide, supporting more than 20,000 beneficiaries including blue-collar workers, People of Determination, students and families in need. Donations have increased by 59 percent compared to 2025, with clothing, furniture, accessories and stationery among the redistributed items.
Huda Buhumaid, Group Chief Impact Officer at Dubai Holding, said the programme reflects the organisation’s commitment to philanthropy that creates long-term value while advancing circular economy principles.
Previous editions diverted more than 115 tonnes of material from landfill and avoided 56,000 kilograms of CO2e emissions, supporting national sustainability strategies. This year, over 125,000 items will be distributed directly to beneficiaries identified by the Community Development Authority.
As execution partner, The Surpluss is introducing a digital platform to improve donation logistics and environmental transparency. Employees and volunteers from participating companies will assist at marketplaces, encouraging responsible consumption and community engagement.
Through Gift It Forward, Dubai Holding aims to strengthen collaboration between businesses and communities while promoting sustainable practices during the Holy Month.
