Dubai Duty Free has again cemented its dominance in the retail sector by registering a remarkable USD 19 million (Dh69.7 million) in sales in a mere 24 hours in the past 42nd anniversary celebration. The record was made on a 25-percent-off-all-products blanket discount, which had attracted shoppers worldwide during one of the busiest times of the year in terms of traveling. Sales at the anniversary were improved by 15.18 percent over the previous year, supporting the fact that Dubai Duty Free is one of the most successful travel retailers in the world.
Table of Contents
Strong Performance across Dubai Airports
The impressive sales were fuelled by the strong performances in both Dubai International Airport (DXB) and Al Maktoum International Airport (AMIA).
- DXB Terminal 3 became the highest contributor, as it had the advantage of large traffic of passengers and high demand on luxury products.
- At Terminal 1, Concourse D registered a sale of USD 3.73 million, which was an increase of 9.14 percent annually.
- Al Maktoum International Airport registered sales of USD 294,242, which was a significant 50 percent improvement over the past anniversary.
These statistics emphasize the rising power of the Dubai airport retail environment and the rising desire by global travellers to purchase duty-free products.
Perfumes, Watches and Luxury Lead the Way
Predictably, again, perfumes led the sales with USD 4.78 million of sales, increasing by 14.73 percent over the year. Other categories that were strong performers were watches, liquor, cosmetics, and confectionery, which were enhanced by the one-day discount.
Popular promotional draws at Duty Free Dubai had record participation. The Millennium Millionaire campaign and the Finest Surprise campaign contributed USD 3.01 million, with 13,589 transactions over the internet, comfortably exceeding last year’s 8,252 transactions.
A Year to Remember for Dubai Duty Free
The anniversary success completes a great year for the retailer. In 2025, Dubai Duty Free has registered various milestones every month, with sales of USD 240.16 million in November alone. December saw the trend rise, and by December 9, the cumulative annual sales went past USD 8 billion. These successes reinforce the strength of the Dubai travel and retail industry, especially at the best travel time of the year.
A Must-Shop Event for Global Travellers
The one-day sale was first introduced in 2003 during the 20th anniversary of Dubai Duty Free and has since grown into a much-anticipated international purchasing event. The promotion, which takes place during the same time, around December 20 every year, has turned out to be a major highlight among passengers who are working through Dubai, as they are offered premium brands at prices that cannot be matched. As airports receive travellers representing all parts of the globe, the 25 percent anniversary discount keeps on generating excitement, long queues, and record tills.
Setting the Benchmark for Travel Retail
The USD 19 million in 24 hours of Dubai Duty Free again makes the company a worldwide retail leader in airports. The three forces of strategic discount, premium product mix, and massive number of passengers remain to offer the unprecedented results. The anniversary sale at Dubai Duty Free is just one of the bright examples of how retail, tourism, and timing can converge to create a record success.