Duty Free Trend 2025: Planned or Impulse Buying?

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The Weitnauer Distribution team actively engages in key industry events across both domestic and travel retail. At a recent conference in Geneva, one trend stood out: a growing number of travellers are using pre-order platforms to plan their duty-free purchases in advance. This behaviour is largely driven by Asia-Pacific markets—already a dominant force in global travel retail and a key driver of innovation. With shorter, structured holidays, many Asian travellers plan their journeys meticulously, including their retail experience. 

In this article, we assess whether this Duty Free trend is beginning to take hold beyond Asia, and what it means for global retail strategy. With Weitnauer’s footprint across four continents and expertise in both domestic and travel retail, we are well positioned to evaluate how this behaviour is evolving—and whether it has the potential to reshape shopper engagement in markets where impulse still leads. 

Here’s what the latest data tells us about this evolving behaviour — and what it means for brands and retailers. 

Europe Leads Rise in Impulse Buying Across Duty Free 

As traveller behaviour continues to evolve post-COVID, recent data highlights a clear uptick in impulse-driven shopping across duty-free environments—particularly in Europe. 

  1. Impulse purchases are gaining ground  

This shift signals growing traveller openness to spontaneous, on-the-spot purchasing decisions. 

  1. Planning behaviour is shifting – fewer shoppers are arriving undecided. 
  • The share of “undecided planners”—travellers with only a vague idea of what to buy—fell to 41%.  
  • Those with a clear purchase plan held steady at 30% (DFWC, Q1 2024). 
  1. Self-consumption is rising, gifting declines 
  • The same report notes a +2% increase in self-indulgent shopping, alongside a -2% drop in gifting—a trend we previously explored in ours Gifting vs. Self-Use article. 
  • This reinforces the growing focus on wellness, personal value, and experiential purchasing. 
  1. European insights confirm a decline in pre-planning: 
  • A survey by m1nd-set reveals a sharp decline in brand-level planning: 51% of travellers pre-planned purchases by brand in 2023, compared to 81% in 2019. 
  • The main factors influencing spontaneous purchases in duty free is clear: are clear:  emotional triggers (often sparked by experiential environments), in-store promotions (travel offers, urgency and perceived value), sales staff engagement and desire for instant gratification. 

Omnichannel Growth: Why Pre-Airport Ordering Has Global Potential 

Even as impulse buying gains traction across Europe, travellers are also seeking greater control and convenience. 

“Shoppers are not just in a constant state of discovery; they’re also seeking the fastest modes of delivery; trying to diminish the window between purchase and possession. Unsurprisingly, impulse buying is on the rise.” — Ipsos & TikTok: Impulsively Planned 

Some key drivers behind the rise of pre-flight omnichannel shopping include: 

  • Speed and Convenience: As it was mentioned earlier, shoppers want to minimize the time between desire and delivery. Pre-ordering enables that efficiency. 
  • Product Availability: Duty-free platforms let you reserve products in advance, lowering the risk of missing out on limited editions or sold-out items. 
  • Personalization: Through travel retail apps, retailers can push custom offers based on browsing behaviour, creating a tailored and planned experience. 

At Weitnauer Group, as a cross-brand omnichannel distributor, we believe brands must address both types of consumer behaviour—planned and impulsive. The decision to plan or buy spontaneously is closely linked to the purchase involvement concept in consumer behaviour, meaning it often depends on factors such as price sensitivity, product expertise, and category type.  

Product Categories in Duty Free: Which Drive Impulse vs. Planned Purchases? 

While duty free pre-order platforms are gaining traction—particularly in Asia-Pacific—their global adoption remains at an early stage. Currently, data on the most frequently pre-ordered items is limited. At Weitnauer, we continue to monitor this evolving trend closely and will share insights as omnichannel retail matures across regions. However, we can suggest the following breakdown based on the expertise across 6 product categories and duty-free retail background:  

Impulse-Driven Categories 
Impulse purchases are often fuelled by limited-time offers, exclusive travel editions, and high perceived value. Common impulse-buy categories include: 

  • Fashion & Accessories – Travel-relevant items (e.g. sunglasses, wallets) driven by seasonal displays and last-minute appeal. 
  • Beauty & Cosmetics – Travel exclusives, bundled sets, and gift-friendly formats lead this segment. 
  • Travel Tech Accessories – Practical add-ons like chargers or earbuds picked up spontaneously. 
  • Seasonal Gifts – Themed gift sets, often tied to holidays or regional events. 
  • Alcohol & Spirits – Miniatures, gift packs, and travel editions with strong value cues. 
  • Confectionery & Fine Foods – Chocolates and artisanal snacks, frequently positioned for impulse grabs. 

Likely Pre-Ordered Categories 
Categories with higher price points and planning involvement tend to be pre-ordered: 

  • Electronics & Appliances – Consumers compare specs and prices in advance. 
  • Luxury Goods – Watches, jewellery, and designer items where trust and transparency are key. 
  • Health & Personal Care – Skincare, supplements, and wellness items bought with purpose. 

All in all, while impulse-driven purchases remain dominant in several travel retail categories, the rise of omnichannel platforms is beginning to shift consumer behaviour—particularly for high-involvement, purpose-driven items. As duty free pre-order ecosystems mature globally, the balance between planned and spontaneous shopping will continue to evolve.

At Weitnauer, we remain committed to tracking these developments—supporting our brand partners and retail clients in tailoring strategies that speak to both the fast-paced impulse buyer and the deliberate pre-travel planner. 

Travel Retail’s Hybrid Future: Where Ecommerce Meets In-Store Experience 

As travel retail evolves, the distinction between ecommerce and physical retail continues to blur. What is clear for us – today’s travellers expect seamless omnichannel experiences that blend the convenience of online shopping with the immediacy and engagement of in-store discovery. 

How Ecommerce Is Transforming Travel Retail: Airport Online Experience

In-Store Enhancements to Capture Every Shopper Type: 

  • Store layouts now encourage browsing and highlight limited-time deals. 
  • Interactive displays and point-of-sale brand ambassadors drive conversion—especially among impulse buyers. 
  • Smart merchandising ensures that whether a traveller planned or didn’t, the purchase opportunity is optimised. 

Final Thoughts: Impulse or Planned—Why Retailers Must Embrace Both 

The line between planned and impulse buying is no longer clear-cut, even in travel retail. While gifting and self-treat categories still thrive on spontaneity, digital platforms empower travellers to plan and personalize purchases ahead of time. 

At Weitnauer, we believe the future belongs to brands and retailers that adapt to both behaviours—supporting thoughtful planners through pre-order tech while capturing the excitement of the in-the-moment buyer with experiential marketing and seamless fulfilment.