Dubai Duty Free has set a new sales record for October, reaching Dh805.6 million (US$220.7 million) in revenue, marking the eighth record-breaking month of 2025. This impressive performance outstripped the previous October record set in 2023, which stood at Dh692 million (US$189 million), and represents the third-highest monthly sales in the history of the operation, following the all-time high of Dh821.4 million (US$225 million) in December 2024.
In line with its sustained growth, Dubai Duty Free saw October’s sales increase by 19.31% compared to the same month in 2024, outperforming passenger traffic, which grew by at least 10%. Although final passenger figures for October are expected later, the sales growth demonstrates the continued strength of the retail operation. Year-to-date sales for 2025 reached Dh6.88 billion (US$1.885 billion), marking an 8.72% increase, or Dh552 million (US$151 million), compared to the previous year.
Key Categories Driving Growth
Perfumes and Gold Lead the Sales
Perfumes remained the top-selling category, contributing Dh139.9 million (US$38.3 million) to October’s total sales. Gold followed in second place, generating Dh97.2 million (US$26.6 million), bolstered by the Diwali season and its appeal as both a luxury item and cultural gift.
Record-breaking Confectionery Sales
Confectionery also saw strong performance, with October sales hitting Dh78 million (US$21.4 million), the highest in Dubai Duty Free’s history. This was driven by the continued success of “Dubai Chocolate,” which alone achieved sales of Dh34 million (US$9.3 million), with 428,000 pieces sold across nine brands, equivalent to 71 tons of chocolate.
Fashion Boutiques See Significant Growth
Fashion boutiques, including renowned names such as Louis Vuitton, Chanel, Dior, Gucci, and Cartier, performed exceptionally well in October, with a 43.5% increase in sales compared to the previous year. The opening of Louis Vuitton and Cartier boutiques in September in Concourse A contributed to the surge. The Louis Vuitton boutique, spanning 280sqm, quickly became a popular stop for travellers seeking luxury fashion. Cartier’s second boutique, covering 140sqm, also made a notable impact.
Luxury Items Make a Mark
Dubai Duty Free’s pre-owned luxury concept store, REKLAIM, generated Dh2.2 million (US$605,000) in sales in October, which included high-ticket items like an Audemars Piguet watch priced over Dh200,000 (US$54,794) and two Hermes Birkin handbags, each valued at over Dh120,000 (US$32,876).
Strong Regional Performance
Sales growth was recorded across all major regions, with passengers from Africa, the Americas, Europe, the Middle East, the Far East, and Australasia all contributing to increases of over 20%. Russia saw a rise of 14.2%, while Africa posted an 18.5% increase. The Indian subcontinent experienced the smallest growth, with sales up by 6.62%.
Dubai Duty Free’s continued success underscores the strong retail demand from international travellers. As the year progresses, it remains on track to achieve further milestones. For instance, in addition to these sales figures, the opening of new stores and boutiques, such as those from Louis Vuitton and Cartier, has been a major factor in the growing retail traffic.
The robust performance in the luxury market, including the continued popularity of high-end fashion and premium goods, positions Dubai Duty Free as a key player in the global airport retail landscape.
