Dubai Duty Free marked its 42nd anniversary with a standout trading performance, recording sales of Dhs69.097m (US$19m) in just 24 hours, driven by a 25 per cent anniversary discount across a range of merchandise.
The anniversary result represents a 15.18 per cent increase, or Dhs9.1m (US$2.5m), compared to the same day last year.
It also stands as the second-highest single sales day in Dubai Duty Free’s history, falling just Dhs351,000 short of the all-time record.
Dubai Duty Free sales
Sales momentum was evident across Dubai Duty Free’s airport operations, with robust results at both Dubai International Airport and Al Maktoum International Airport.
At Dubai International Airport, Terminal 3 generated the bulk of sales, while Terminal 1’s Concourse D delivered Dhs13.6m ($3.73m), marking a 9.14 per cent increase compared to 2024. At Al Maktoum International Airport, anniversary day sales reached Dhs1.073m ($294,242), representing a 50 per cent increase year-on-year.
The anniversary success builds on a strong 2025 for Dubai Duty Free, which recorded multiple record-breaking months during the year.
November delivered the retailer’s highest-ever monthly performance, with sales of Dhs876.56m ($240.16m). In December, Dubai Duty Free also surpassed Dhs8 billion in cumulative sales on December 9.
The one-day anniversary promotion triggered intense passenger engagement, as travellers capitalised on the limited-time discount during one of the busiest travel periods of the year.
Sales by category
Perfumes once again emerged as the top-selling category on the anniversary day, generating Dhs17.455m ($4.782m) in sales, a 14.73 per cent increase compared to the same day in 2024. Dubai Duty Free’s Millenniummaire and Finest Surprise promotions also proved a major draw, with combined ticket sales reaching Dhs11m ($3.01m), supported by a record 13,589 online transactions, up from 8,252 last year.
Watches followed with sales of Dhs7.672m ($2.102m), representing a 42.88 per cent increase. Liquor and cosmetics ranked fourth and fifth, recording sales of Dhs6.460m ($1.770m) and Dhs4.534m ($1.242m), respectively.
Ramesh Cidambi, Managing Director of Dubai Duty Free said: “Thanks to strong passenger engagement and spending, the Dubai Duty Free team achieved sales of over 69m in a 24-hour period, with 95,784 transactions carried out compared to 93,251 on the same day last year.
“The anniversary total sale was double the pre-anniversary December average of Dhs30m a day and I sincerely thank everyone for this remarkable achievement that reflects the team’s ability to manage increased demand driven by the anniversary discount on one of the busiest travel days of the year.”
First launched in 2003 to mark Dubai Duty Free’s 20th anniversary, the annual anniversary promotion has become a fixture in the global travel retail calendar.
The 25 per cent discount continues to attract travellers from around the world, many of whom plan journeys around 20 December to take advantage of the limited-time offer, consistently delivering strong sales performance during peak travel periods.
