UAE. Dubai Duty Free marked its 42nd anniversary yesterday (20 December) in spectacular fashion, posting an impressive AED69.097 million (US$19 million) in sales in just 24 hours.
The result was powered by the retailer’s much-anticipated -25% anniversary discount across a wide range of merchandise. The impressive performance represents a +15.18% (or AED9.1 million/US$2.5 million) increase year-on-year.
The results mark the second-highest single sales day in Dubai Duty Free’s history (and only AED351,000/US$95,575 short of the all-time record).
The surge in sales was felt across Dubai Duty Free’s operations, with strong performances at both Dubai International Airport and Al Maktoum International Airport.
At DXB, while most sales were in Terminal 3, T1’s Concourse D proved its strength as a high-performing retail hub, delivering robust sales of AED13.6 million (US$3.73 million) a +9.14% increase over 2024, while Al Maktoum International Airport recorded AED1.073 million (US$294,242) sales, +50% higher than last year’s anniversary day.
The anniversary success builds on an exceptional year for Dubai Duty Free, which recorded multiple record-breaking months in 2025, including an all-time monthly record of AED876.56 million (US$240.16 million) in November.
December has also witnessed the retailer surpassing sales of AED8 billion (US$2.18 billion) on 9 December.
Yesterday’s one-day anniversary celebration sparked what Dubai Duty Free described as “a shopping frenzy” at both airports, as travellers took full advantage of the limited-time offer.
Category performance during the anniversary day reflected broad-based growth and standout increases. Perfumes once again led the charge as the top-selling category achieving sales of AED17.455 million (US$4.782 million), an increase of +14.73% compared to the same day in 2024.
Dubai Duty Free’s popular Millennium Millionaire and Finest Surprise promotions proved to be a major crowd puller, with combined ticket sales soaring to AED11 million (US$3.01 million), supported by a record-breaking 13,589 online transactions, surpassing last year’s 8,252.
Watches followed with sales rocketing +42.9% to AED7.672 million (US$2.102 million). Liquor and cosmetics took fourth and fifth spots with sales of AED6.460 million (US$1.770 million) and AED4.534 million (US$1.242 million), respectively.
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Dubai Duty Free Managing Director Ramesh Cidambi commented: “I want to thank H.H. Sheikh Ahmed bin Saeed Al Maktoum, for his four decades of leadership as Chairman and his continuous support to our team.
“Thanks to strong passenger engagement and spending, the Dubai Duty Free team achieved sales of over AED69 million 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 AED30 million (US$8.2 million) 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.”
Long established as a calendar highlight, the Dubai Duty Free anniversary sale draws travellers from around the world, many of whom plan their journeys around 20 December to take advantage of the exclusive -25% discount.
First launched in 2003 to celebrate the retailer’s 20th anniversary, the promotion continues to deliver excitement, value and exceptional performance during one of the busiest travel periods of the year, Dubai Duty Free noted. ✈
