Dubai Duty Free said on Sunday that its annual anniversary promotion will be spread over three days for the first time from December 18-20.
A wide range of items will have prices cut by up to 25 percent over the three days, the retailer said in a statement.
This is the first time ever that Dubai Duty Free has offered its anniversary promotion over three days, which will be available for all departing, transiting and arriving passengers at Dubai International Airport and at Al Maktoum International Airport - Dubai World Central.
The discount offer begins at midnight on December 17 and will end at midnight on December 20.
Colm McLoughlin, executive vice chairman of Dubai Duty Free said: “We started this anniversary day promotion when we marked our 20th anniversary in 2003 and it is hard to believe that on the 20th of December next we will mark 31 years in business.
"We like to involve our customers, suppliers and staff in our celebrations as it is our way of saying thank you for helping us achieve such fantastic sales results over the years."
Last year, the discount was increased to 30 percent to mark the 30th anniversary and it saw duty free sales at Dubai International Airport reach a new record $30.65 million.
The discount last year fell on the Friday before Christmas, when thousands of expatriates travelled home.
The majority of the sales were made by passengers departing Dubai, according for $28.3 million - 92.3 percent – of the total anniversary sales.