In 2010, Dubai Duty Free has recorded 21.5 million sales transactions, representing an increase of 11% over 2009. On 20th December 2010, Dubai Duty Free?s 27th Anniversary day, the daily sales reached an incredible Dhs66.7 million (US$18.5 million) in the 24-hour period.

Category wise, the No.1 selling category for 2010 was Perfumes which notched up sales of Dhs658 million (US$180.3 million), a 16% increase over 2009. Liquor and Gold retained the No. 2 and No. 3 positions with increases of 13% and 11% respectively. Other big category increases were seen in Watches, which rose by 26% and Cosmetics, which were up by 23%, while sales of Cameras rose by 19%..

Increases were seen across all Dubai Duty Free retail areas, with Terminal 3 sales increasing by 20% overall, including an 11% increase in T3 Arrivals sales. Terminal 2 sales rose by an impressive 24%.