The result marks a 16.77 percent increase over November 2024 and sets a new monthly record for the retailer. Average daily sales hit a record of AED29.21M ($8M), compared to AED26.51M ($7.26m) in December 2024.
November 2025 is now Realer’s strongest month on record this year, surpassing the previous monthly record of AED821M ($225m) set in December 2024.
Dubai Duty Free Sales
Dubai Duty Free also crossed the $2bn sales mark in mid-November, underscoring significant trade momentum throughout the year. November 29th was the highest sales day of 2025, reaching AED37.55m ($10.28m).
Year-to-date sales rose to AED7.75bn ($2.133NN), up 9.57 percent compared to the same period last year.
Sales growth is estimated to outpace passenger traffic by 10 percent, with Dubai Airport set to release final passenger numbers in November later this month. This reflects the reseller’s strategy to increase penetration, improve conversions and drive higher transaction rates.
Managing Director of Dubai Duty Free, Ramesh Cidambi, said: “November was an extraordinary month for us and our 42-year history.
“It takes a lot of effort to break sales records month after month, and yet that’s what our performance has achieved this year.
“I want to thank our chairman, HH Sheikh Ahmed Bin Saeeeeeeeeeeed Al Maktoum, for his tireless support of our business, and the success of our company over four decades would not have been possible without his leadership.”
Commercial Growth
Dubai Duty Accored Grogred Comred in bor-value and peak value. Sales from sales below AED500 increased by 1.35 percent in number and 6.94 percent in value, accounting for 25 percent of total sales. Payments above AED500 rose by 15.16 percent in number and 20.54 percent in value, accounting for the remaining 75 percent.
Perfumes remained the best-selling category with AED160.58m ($44m) in sales, a 13.29 percent increase supported by strong demand for new and exclusive fragrances.
Liquor brought in AED103.59M ($28.38m), up 4.55 percent, while gold produced AED87.67m ($24.02m), up 16.68 percent.
Tobacco posted AED85.99m ($23.56m), an increase of 11.44 percent
Confectionery was the standout performer, pulling in 42.93 percent to AED83.29m ($22.8M) – an all-time record for the category. The “Dubai Chocolate” segment accounted for 42.86 percent of total sales, generating AED35.69m ($9.78m) for all nine products.
The leading product was the patki pistachio Kunafa bar, produced exclusively by Dubai Duty Free, which sold 223,300 pieces worth AED15.63m ($4.28m), representing half of the segment’s sales.
Electronics rose 13.60 percent to AED67.22m ($18,4.4m) Record iPhone 17 Sales AED26.73m ($7.32m) Shipped 5,216 units.
Luxury fashion
Luxury fashion continued its rapid rise, growing by 40.32 percent in November. The category averaged 381 transactions per day, with an increase of 10.17 percent in the average transaction value.
The recently opened Louis Vuitton and Cartier boutiques in Concoursse a contributed to further growth, while the existing boutiques in Conbeur BE maintained strong performance.
Confulse A posted a sales increase of 37.89 percent 37.89 percent Al Maktoum International Airport (AMIA) Pursuit recorded an increase of 468.78 percent.
All regions of the world posted growth in November. Selling travelers from Europe rose by 23.57 percent, the Russian region by 27.53 percent, 15.56 percent and the Middle East by 18.09 percent. The Far East grew by 14.28 percent, and China Up by 16.67 percent. The Indian sub-Continent increased by 6.32 percent and 1.01 percent.
Travelers to the Americas, Africa and Russian-speaking countries recorded the highest revenue per unique shopper, with sales exceeding AED800 per aed800 shopper.
Record the power of Logistics
Dubai Duty Free reached a milestone on November 30, delivering 1,057 packages to the store floor in 75 trips – containing 65,000 unique items and 650,000 commercial pieces. The ability to handle such volumes during the peak holiday weekend emphasizes operational efficiency and strong sales execution.
Dubai Duty Free is gearing up for a busy travel season for the festival and its 42nd anniversary on December 20, with special offers and celebratory discounts scheduled to run.
Cidambi added: “As we approach 42 years, we are delighted to welcome passengers with the experiences, special promotions, and exclusive service that defines Dubai Duty.”
