Only 26% of shoppers entering duty free stores know exactly what they want to buy. This is a new study by the Duty Free World Council (DFWC) which suggests airport retailers have a major opportunity to influence travelers.
According to the DFWC’s Q1 2026 Global Shopping Monitor, conducted with research partner m1nd-set, the remaining 74% either browse without a firm purchase plan or buy on impulse, highlighting the importance of in-store experiences and product discovery.
The report found that 41% of travelers expect to make a purchase but have not decided what to buy, while 33% of purchases are driven by impulse.
Even more striking, nearly two-thirds (64%) of shoppers said they actively look for products they have never purchased before, underlining duty free’s growing role as a discovery channel rather than simply a place to replenish familiar brands.
Human interaction is also proving increasingly important. More than half of travelers (51%) engaged with sales staff during their shopping journey, up from 45% in the previous quarter. Among those who interacted with store associates, 76% said the experience positively influenced their purchase decisions.
DFWC President Sarah Branquinho said the figures reinforce the importance of the “human touch” in travel retail and demonstrate the growing impact knowledgeable staff can have on converting undecided shoppers.
The study also points to a shift in buying behavior, with travelers increasingly shopping for themselves rather than purchasing gifts.
Nearly six in 10 respondents (59%) said they bought products for personal use, compared with 18% who purchased gifts. Another 18% said they intended to share purchases with others, while only 5% were buying on behalf of someone else.
Value remains the single biggest purchase driver. Twenty-eight percent of respondents cited good value for money as the primary reason behind their purchases, up from 25% in the previous quarter.
The findings suggest airports are evolving into experiential retail environments where product discovery, personal indulgence and customer engagement are becoming increasingly important to driving sales.
Q1 2026 Duty Free Shopping Monitor
|
Metric |
Q1 2026 |
|---|---|
|
Know exactly what they want |
26% |
|
Undecided planners |
41% |
|
Impulse purchases |
33% |
|
Interact with sales staff |
51% |
|
Positively influenced by staff |
76% |
|
Buy for themselves |
59% |
|
Buy gifts |
18% |
|
Motivated by value for money |
28% |
|
Seek products never bought before |
64% |
