UAE. Dubai Duty Free posted an impressive AED87.15 million (US$23.9 million) in sales over a three-day promotion to mark its 38th anniversary. As reported, the company launched a special -25% discount on a wide range of merchandise from 18 to 20 December.
The sales figure was up by +24.5% compared to the 72-hour campaign in 2020, but short of the 2019 number, US$57.39 million, when many more travellers flew through Dubai International. This year’s promotion included stores across the Dubai Duty Free estate at DXB, as well as sales through its Home Delivery and Click & Collect services.
By category, perfumes was the highest selling category with sales of AED23 million (US$6.3 million) during the three-day period. This was followed by liquor with sales of AED10.9 million (US$2.9 million) and watches with sales of AED9.95 million (US$2.7 million).
Ticket sales for the Dubai Duty Free Millennium Millionaire and Finest Surprise draws reached AED8.665 million (US$2.4 million) in total, making this the fourth most popular category for the first time. Cosmetics was ranked fifth with sales of AED5.67 million (US$1.5 million).
Dubai Duty Free Executive Vice Chairman and CEO Colm McLoughlin said: “We are very happy to see such a great result during our annual anniversary sale, both in-store and online. I join our Chairman, H.H. Sheikh Ahmed bin Saeed Al Maktoum, in thanking our customers who joined us in this celebration and our staff, who did a great job in serving them.”
Over the three-day period a total of 165,924 sales transactions were recorded in the stores. Online sales hit AED8.761 million (US$2.4 million) with 7,134 combined orders received through Click & Collect and Home Delivery services, alongside tickets for the Dubai Duty Free Millennium Millionaire and Finest Surprise promotions.
The Dubai Duty Free anniversary promotion was first introduced when the airport retailer marked its 20th anniversary in 2003 and continues to be popular in this busy seasonal travel period.
As reported, in a boost to Dubai Duty Free, Dubai International is now 100% operational with all terminals, concourses, lounges, restaurants, and retail outlets open. This follows the reopening of the final phase of Terminal 3, Concourse A in recent days.
