Dubai Duty Free Achieves Record Sales in November 2025

Post by : Bianca Suleiman

This past November marked a monumental moment for Dubai Duty Free as it achieved its highest sales ever at AED876.56 million (US$240.16 million), showcasing a remarkable 16.77% increase compared to November of the previous year. This achievement surpassed the prior record set in December 2024, with average daily sales also hitting a remarkable AED29.21 million (US$8 million).

The sales momentum was evident throughout the month, particularly on November 29, when sales surged to AED37.55 million (US$10.28 million)—the highest single-day sales for the year. By mid-November, Dubai Duty Free had already crossed the US$2 billion mark in year-to-date revenue, a historic feat for the retailer. The year-to-date sales currently stand at AED7.75 billion (US$2.13 billion), which translates to a 9.57% increase from the same period last year, highlighting growth that outpaced passenger increases by approximately 10%.

Sales data showed a strong trend across spending levels, with transactions below AED500 growing significantly, accounting for a quarter of total sales, while higher-value purchases (above AED500) made up the remaining 75%, supported by an increase in both quantity and total spend.

The perfume category remained the top performer, generating AED160.58 million (US$44 million), bolstered by exclusive fragrance launches. Follow-up categories, including liquor and gold, also saw consistent growth, while tobacco registered double-digit increases attributed to the rising popularity of heat-not-burn products.

The confectionery segment experienced substantial growth, jumping 42.93% to an unprecedented AED83.29 million (US$22.82 million), largely driven by the success of the “Dubai Chocolate” range, which was responsible for nearly 43% of category sales. Notable product, the Patchi Pistachio Kunafa Bar, specifically sold more than 223,000 units just in November.

Electronics sales also thrived, highlighted by record sales of the iPhone 17, which crossed AED26.73 million (US$7.32 million) with over 5,200 units sold.

Luxury fashion showcased significant expansion, soaring by 40.32% for the month, with the debut of Louis Vuitton and Cartier boutiques in Concourse A energizing sales, complemented by the continued strong performance of luxury retailers in Concourse B.

Performance across terminals showed robust growth; sales in Concourse A rose nearly 38%, Arrivals experienced a 14% increase, and departures at Al Maktoum International Airport surged close to 47%. Internationally, travelers bound for Europe, Russia, Africa, and the Americas emerged as the top spenders, with average purchases exceeding AED800.

On the operational front, a significant peak was recorded on November 30, when Dubai Duty Free managed a staggering 1,057 pallets in a single day, containing 12,000 distinct items and over 650,000 pieces in stock to meet the heightened demand during National Day holiday celebrations.

As the festive season approaches, Dubai Duty Free is gearing up for another wave of travel, coinciding with its 42nd anniversary on December 20, when a range of special offers and discounts will become available across all terminals.