Dubai Duty Free has set a new milestone by achieving its highest monthly sales ever in November 2025. With sales reaching AED 876.56 million (US$240.16 million), this marks the best monthly performance in its 42-year history and highlights an exceptional year of growth for the global retailer.
This incredible achievement represents a 16.77 percent increase compared to November 2024. It breaks the previous monthly sales record of AED 821 million set in December 2024. Daily sales also reached a new high, averaging AED 29.21 million (US$8 million), surpassing the previous average of AED 26.51 million last year. Notably, November 29 recorded the highest single-day sales of 2025, at AED 37.55 million (US$10.28 million).
Year to Date Sales Surpass US$2 Billion
Dubai Duty Free’s success in November contributed to another remarkable milestone by surpassing the US$2 billion sales mark by mid-November. Year-to-date sales reached AED 7.75 billion (US$2.13 billion), reflecting a 9.57 percent increase compared to the same period last year.
What makes this achievement even more impressive is that sales growth exceeded the increase in passenger traffic by an estimated 10 percent. While exact passenger numbers for November are yet to be released by Dubai Airport, this indicates that Dubai Duty Free’s strategies to improve customer engagement, conversion rates, and transaction values are paying off.
Strategy and Leadership Behind the Success
Ramesh Cidambi, Managing Director of Dubai Duty Free, expressed pride in this outstanding performance, describing November as a defining moment in the company’s history. He acknowledged the ongoing support and leadership of Chairman His Highness Sheikh Ahmed bin Saeed Al Maktoum as a key factor behind this success.
Mr. Cidambi said, “Crossing the US$2 billion mark by mid-November and setting a new monthly sales record demonstrates the dedication and effort of our entire team. We continue to break records month after month, which is a testament to our strong business model and customer focus.”
Strong Sales Growth Across Transaction Sizes
November’s sales growth was supported by strong increases across both low and high-value transactions. Transactions under AED 500 rose by 6.94 percent in value and made up 25 percent of total sales. Transactions above AED 500 increased even more sharply, by 20.54 percent in value, accounting for the remaining 75 percent of sales.
This balance reflects Dubai Duty Free’s broad appeal, attracting both casual shoppers and high spenders with exclusive and premium offerings.
Leading Product Categories Driving Sales
Perfumes Lead the Way
Perfumes remained the top-selling category, generating AED 160.58 million (US$44 million) in sales, a 13.29 percent increase compared to last November. This growth was driven by new and exclusive fragrance launches, which attracted customers seeking premium products.
Liquor and Gold Follow Strongly
The liquor category saw a 4.55 percent increase, with sales reaching AED 103.59 million (US$28.38 million), thanks to an expanded range of premium and exclusive products. Gold sales surged by 16.68 percent to AED 87.67 million (US$24.02 million), reinforcing its popularity among travelers.
Tobacco and Confectionery Impress
Tobacco sales grew 11.44 percent to AED 85.99 million (US$23.56 million), supported by rising demand for heat-not-burn products. Meanwhile, confectionery enjoyed a record-breaking month with a 42.93 percent jump to AED 83.29 million (US$22.82 million). The Dubai Chocolate segment alone generated AED 35.69 million (US$9.78 million) in sales, with the exclusive Patchi Pistachio Kunafa Bar leading the way by selling 223,300 pieces worth AED 15.63 million (US$4.28 million).
Electronics Boosted by iPhone 17
Electronics sales rose 13.60 percent to AED 67.22 million (US$18.42 million), largely driven by strong sales of the iPhone 17, with 5,216 units sold totaling AED 26.73 million (US$7.32 million).
Luxury Fashion Surges Ahead
Luxury fashion was one of the standout categories in November, growing 40.32 percent. The average transaction value in this segment rose by 10.17 percent, with around 381 transactions per day. The opening of new Louis Vuitton and Cartier boutiques in Concourse A and continued growth in luxury stores at Concourse B contributed to this success.
Terminal and Regional Growth
Dubai Duty Free reported robust sales growth across all terminals and regions. Concourse A sales rose by 37.89 percent. Sales in the Arrivals area increased by 14.27 percent. Departures from Al Maktoum International Airport saw an impressive 46.78 percent jump.
Regionally, sales to travelers heading to Europe increased by 23.57 percent, Russia by 27.60 percent, Africa by 16.53 percent, the Americas by 15.36 percent, and the Middle East by 18.09 percent. The Far East grew by 14.28 percent, with China specifically up by 16.67 percent. The Indian Sub-continent and Australasia also saw positive growth.
Passengers traveling to the Americas, Africa, and Russian-speaking regions remained the top spenders, with an average spend of over AED 800 per shopper.
Operational Excellence Supports Growth
Dubai Duty Free set a record on November 30 by delivering 1,057 pallets to the shop floor in a single day, involving 75 delivery trips. This massive operation included 12,000 unique items and 650,000 pieces of merchandise, demonstrating the company’s ability to manage peak demand efficiently, especially during the busy National Day Holiday weekend.
Looking Ahead: Festive Season and 42nd Anniversary
Dubai Duty Free is preparing for a busy festive travel season as Christmas and New Year approach. The company’s 42nd anniversary on December 20 will be celebrated with special offers, exclusive promotions, and discounts across its operations.
Ramesh Cidambi said, “As we approach our 42nd anniversary, we look forward to welcoming passengers with engaging experiences and exceptional service that define Dubai Duty Free.”
Conclusion
Dubai Duty Free’s record-breaking sales performance in November 2025 confirms its status as a world-class retail leader. The AED 876.56 million sales figure sets a new benchmark and highlights the company’s success in driving growth across multiple product categories, terminals, and regions.
With year-to-date sales surpassing US$2 billion and continuous innovation in customer experience and product offerings, Dubai Duty Free is well positioned to maintain its momentum into 2026 and beyond. This achievement is a testament to the hard work of the Dubai Duty Free team, strong leadership, and the loyalty of customers worldwide.
Do follow UAE Stories on Instagram
Read Next – Mansour bin Zayed Leads UAE at 46th GCC Summit in Bahrain
