Dubai Duty Free sets all-time monthly record with over $240m November sales

The result marks a 16.77 per cent increase over November 2024 and sets a new all-time monthly record for the retailer. Average daily sales also hit a record AED29.21m ($8m), compared with AED26.51m ($7.26m) in December 2024.

November 2025 is now the strongest of the retailer’s nine record-breaking months this year, surpassing the previous monthly record of AED821m ($225m) set in December 2024.

Dubai Duty Free sales

Dubai Duty Free also crossed the $2bn sales mark by mid-November, underlining significant commercial momentum throughout the year. November 29th was the highest sales day of 2025, reaching AED37.55m ($10.28m).

Year-to-date sales rose to AED7.75bn ($2.13bn), up 9.57 per cent compared with the same period last year.

Sales growth is estimated to have exceeded passenger traffic by 10 per cent, with Dubai Airport set to release final November passenger numbers later this month. This reflects the retailer’s strategy to increase penetration, improve conversion and drive higher transaction values.

Managing Director of Dubai Duty Free, Ramesh Cidambi, said: “November has been an extraordinary month for us and a defining moment in our 42-year history. Crossing the $2bn mark by November 15th and setting a new all-time monthly sales record is a great achievement.

“It takes a huge effort to break sales records month after month, and yet that is what our operation has achieved this year.

“I want to particularly thank our Chairman, H.H. Sheikh Ahmed bin Saeed Al Maktoum, for his unwavering support to our business, and the success of our company over four decades would not have been possible without his guidance and leadership.”

Transaction growth

Dubai Duty Free recorded growth in both low-value and high-value transactions. Sales from transactions valued at less than AED500 increased by 1.35 per cent in number and 6.94 per cent in value, contributing 25 per cent of total sales. Transactions above AED500 rose by 15.16 per cent in number and 20.54 per cent in value, accounting for the remaining 75 per cent.

Perfumes remained the top-selling category with AED160.58m ($44m) in sales, a 13.29 per cent increase supported by strong demand for new and exclusive fragrances.

Liquor delivered AED103.59m ($28.38m), up 4.55 per cent, while Gold generated AED87.67m ($24.02m), a 16.68 per cent rise.

Tobacco posted AED85.99m ($23.56m), an 11.44 per cent increase, partly driven by growing demand for heat-not-burn products.

Confectionery was the standout performer, surging 42.93 per cent to AED83.29m ($22.82m) — an all-time record for the category. The “Dubai Chocolate” segment accounted for 42.86 per cent of total confectionery sales, generating AED35.69m ($9.78m) across nine brands.

The leading product was the Patchi Pistachio Kunafa Bar, produced exclusively for Dubai Duty Free, which sold 223,300 pieces worth AED15.63m ($4.28m), representing nearly half of segment sales.

Electronics rose 13.60 per cent to AED67.22m ($18.42m), driven by record iPhone 17 sales of AED26.73m ($7.32m) from 5,216 units sold.

Luxury fashion

Luxury Fashion continued its rapid rise, growing 40.32 per cent in November. The category averaged 381 transactions per day, with a 10.17 per cent increase in average transaction value.

Newly opened Louis Vuitton and Cartier boutiques in Concourse A contributed to incremental growth, while existing boutiques in Concourse B maintained strong performance.

Concourse A posted a 37.89 per cent sales increase, while Arrivals rose 14.27 per cent despite intensified competition. Al Maktoum International Airport (AMIA) departures recorded a significant 46.78 per cent increase.

All global regions posted growth in November. Sales to travellers departing to Europe rose by 23.57 per cent, the Russian region by 27.60 per cent, Africa by 16.53 per cent, the Americas by 15.36 per cent and the Middle East by 18.09 per cent. The Far East grew 14.28 per cent, with China up 16.67 per cent. The Indian Sub-continent rose 6.32 per cent and Australasia 1.01 per cent.

Travellers to the Americas, Africa and Russian-speaking countries recorded the highest spend per unique shopper, with sales exceeding AED800 per shopper.

Record logistics capability

Dubai Duty Free achieved a logistics milestone on November 30, delivering 1,057 pallets to the shop floor in 75 trips — containing 12,000 unique items and 650,000 pieces of merchandise. The ability to handle such volumes during a peak holiday weekend underscores the operation’s efficiency and strong retail execution.

Dubai Duty Free is preparing for the busy festive travel season and its 42nd anniversary on December 20th, with special offers and celebratory discounts planned across its operations.

Cidambi added: “As we approach our 42nd anniversary, we are thrilled to welcome passengers with engaging experiences, exclusive promotions, and the exceptional service that defines Dubai Duty Free.”