Post by : Badri Ariffin

November 2025 marked a historic month for Dubai Duty Free, as sales soared to AED876.56 million (US$240.16 million). This impressive milestone represents a significant 16.77% increase compared to the same month in the previous year, surpassing the prior monthly record established in December 2024. The average daily sales also reached new heights at AED29.21 million (US$8 million), making November the retailer's most successful month in its extensive 42-year history.

The positive trend was evident throughout the month. Notably, on November 29, sales peaked at AED37.55 million (US$10.28 million), marking this year's highest daily figure. By mid-November, year-to-date revenue had exceeded US$2 billion, a remarkable first in the brand's decades-long journey. Currently, the year-to-date sales total AED7.75 billion (US$2.13 billion), an increase of 9.57% from last year, surpassing projected passenger growth by around 10%.

Sales trends indicated robust activity across varying price points. Transactions below AED500 saw increases in both volume and value, making up about a quarter of total sales. Conversely, higher-value transactions over AED500 accounted for the remaining 75%, bolstered by a rise in both purchase quantities and overall contributions.

Perfumes claimed the top spot among product categories, generating AED160.58 million (US$44 million), supported by exclusive fragrance releases. Liquor and Gold categories also showcased solid growth. Tobacco sales increased significantly due to heightened interest in heat-not-burn products.

Confectionery experienced a substantial rise, growing by 42.93% to reach a record AED83.29 million (US$22.82 million). The popular “Dubai Chocolate” line contributed significantly to this, making up nearly 43% of the segment's revenue. The exclusive Patchi Pistachio Kunafa Bar sold over 223,000 units in November alone.

Electronics performed strongly as well, highlighted by record sales of the iPhone 17, with revenues surpassing AED26.73 million (US$7.32 million) and sales exceeding 5,200 units.

Luxury Fashion exhibited one of the fastest growth rates, with a month-on-month increase of 40.32%. The new Louis Vuitton and Cartier boutiques in Concourse A have invigorated sales, while established luxury retailers in Concourse B continued to thrive.

Performance across terminals was also notable, with Concourse A sales increasing nearly 38%, Arrivals up 14%, and departures from Al Maktoum International Airport soaring almost 47%. Travelers heading to Europe, Russia, Africa, and the Americas were among the highest spenders, with average purchases surpassing AED800.

Operationally, November was equally significant, as Dubai Duty Free managed a record 1,057 pallets on November 30, containing 12,000 distinct items and over 650,000 pieces of stock, catering to the spike in demand during the National Day holiday period.

With the festive season approaching, Dubai Duty Free is gearing up for another bustling travel period, coinciding with its 42nd anniversary on December 20, featuring special promotions and discounts across all terminals.

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