According to m1nd-set’s findings, global duty free footfall has yet to return to pre-pandemic levels.

Travel retail research agency m1nd-set has released a ten-year analysis of global duty free shopper behaviour, revealing declining store footfall alongside resilient conversion and significant shifts towards self-purchasing, exclusivity and more planned shopping.

The research marks the tenth anniversary of m1nd-set’s Business Intelligence Service (B1S), which has tracked travel retail shopper behaviour across categories since 2016.

According to the findings, global duty free footfall has yet to return to pre-pandemic levels. While around four in ten international travellers visited duty free stores before Covid-19, the figure stood at 36% in the first half of 2026. Purchase rates declined from 29% in 2016 to 18% in 2021 before recovering to 22% in 2026. Conversion, meanwhile, has proved more resilient, recovering from 47% in 2021 to 63% in 2026, compared with 74% in 2016.

“While post-pandemic shoppers visit duty free stores less often, they enter with clearer intent,” said m1nd-set CEO and Owner Dr Peter Mohn. “With conversion rates high but footfall down over the past five years, the primary challenge is no longer converting visitors but giving travellers a compelling reason to step through the door in the first place.”

The study also identifies a convergence in shopping behaviour between regions and generations. Asia Pacific footfall peaked at 50% between 2017 and 2019, compared with 32% in the Americas in 2016, but by 2026 regional rates had narrowed to 34%-36%. Conversion now stands at 63%-65% across all regions.

A similar pattern is evident across age groups, with 2026 footfall ranging from 34% among Gen Z to 36% among Boomers and conversion between 63% and 65% across all four generations.

One of the biggest changes concerns purchase purpose. Self-purchases have risen from the mid-40% range in 2016 to 59% in 2026, while gifting has fallen from around 40% to 18%.

Demand for travel retail exclusives has also strengthened considerably, rebounding from 31% in 2020 to 66% in 2026. First-time purchases account for 64% of duty free shoppers, having peaked at 69% in 2022.

The study also identifies a convergence in shopping behaviour between regions and generations.

“With two-thirds of buyers seeking exclusive products, marketing at every stage of the shopper journey should put the spotlight on exclusives and limited editions,” said Mohn. “With self-purchases driving 60% of sales and gifting down considerably to 18%, merchandising should focus on personal rewards and self-indulgent items like premium self-care or travel-sized products.”

Purchase planning is changing too. The proportion of shoppers who know their desired brand in advance has increased from 21% in 2016 to 30% in 2026, while partially planned purchases have fallen from 59% to 44% and impulse purchases now account for 26%. However, with 70% of purchases still either partially planned or impulsive, m1nd-set said retailers retain considerable scope to influence brand choice in-store and through pre-trip communications.

“Retailers need to capture partial planners early via pre-trip digital messaging and airport-terminal advertising,” Mohn added. “Clear value and exclusivity messaging in pre-travel touchpoints, combined with high-impact store entrance displays, will effectively entice passing travellers inside.”

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