Dubai Duty Free's May sales top Dhs724.7m; here's what travellers are buying
Image: Dubai Media office/ DDF
The result also makes it the second-highest sales month ever for a non-December period, trailing only behind November 2024, and landing ninth in all-time top monthly sales.
Commenting on the May figures, Ramesh Cidambi, MD of Dubai Duty Free said, 'May continued the strong growth story of 2025 and I am especially happy that the increase in sales was seen in many of the major categories. As of May 31, our revenue has exceeded Dhs3.5bn ($1bn), reflecting a year-to-date growth of nearly 6.5 per cent.'
Here are 10 standout figures that highlight Dubai Duty Free's success in May:
1. Dhs724.7m in sales – and counting: The retail powerhouse raked in nearly$200m in May alone, making it 2025's strongest month to date.
2. Year-to-date revenue crosses $1bn: By May 31, DDF reported revenue of over Dhs3.5 bn ($1bn), with 6.5 per cent year-to-date growth
3. Sales growth outpaces footfall: Despite average daily traffic of 242,000 passengers, DDF's May sales growth outpaced traffic estimates by 7–8 per cent, based on internal projections.
4. Shoppers are spending more: Average spend per departing passenger hit US$46.7, up $3 from last year. Penetration rate (shoppers versus total passengers) also rose to 28 per cent, compared to 26.3 per cent in May 2024.
5. Sweet success: Confectionery up 81 per cent: Fuelled by the runaway popularity of 'Dubai chocolate', confectionery sales hit Dhs73.9m ($20.2m) – the biggest percentage gain of all categories.
6. Perfumes, tobacco, and gold shine bright:
Perfumes: Dhs132.8m ($36.4m), +15 per cent
Tobacco: Dhs77.m ($21.3m), +14.4 per cent
Gold: Dhs70.7m ($19.4m), +11.65 per cent
7. Precious jewellery sparkles with 31.75 per cent gain: Sales in this luxury category climbed to Dhs20.2m ($5.5m), proving that high-spending travellers are still splurging.
8. Fashion and electronics remain steady: Fashion boutique sales grew 4.7 per cent to Dhs71.3m ($19.5m), while electronics saw a 5.4 per cent lift, reaching Dhs41.7m ($11.4m).
9. Terminal 2 Departures takes the crown: While Concourse B (T3) led major concourses with 17.5 per cent growth, Terminal 2 Departures posted the strongest overall gain at 20.8 per cent year-on-year.
10. Europe leads regional spenders:
Passenger sales by region all showed growth:
Europe: +25.9 per cent
Russian region & Middle East: both +14 per cent
Far East: +5.2 per cent
Indian subcontinent: +4 per cent, despite recent travel disruptions
Cidambi credited the growth to strong staff performance and broad-based category gains: 'These positive results are a direct reflection of the commitment and excellence shown by our entire team,' he said.
With momentum building and half the year still ahead, the
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