Image: Dubai Media office/ DDF
Dubai Duty Free continued its record-setting run in May, posting sales of Dhs724.7m ($198.5m) – the highest monthly figure this year and a 12.5 per cent jump over May 2024.
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 retailer is on track to make 2025 one of its most profitable years yet.
