A new study from Switzerland-based travel retail research agency m1nd-set is challenging long-held assumptions about the spending habits of lower-income travelers, suggesting that retailers may be overlooking a significant growth opportunity. The research indicates that these shoppers, often dismissed as low-value, are highly efficient converters and can outperform segments traditionally targeted by duty-free stores.
“Far from being low value, low-income travelers are one of duty-free’s most underestimated growth drivers as they spend strategically, selectively, and make the most of the travel retail environment,” said Dr. Peter Mohn, CEO and owner of m1nd-set. He added that while they may be less likely to enter a store initially, their conversion rate once inside is higher than other shopper segments.
The findings arrive as some airports and retail operators are facing headwinds. Annual results for 2025 revealed potential shifts in spending patterns. Extime Paris, the joint venture retail business operating at the two Paris airports, saw per-head spending decline as luxury goods sales slowed in the latter half of the year. Similarly, Aena, which operates 46 Spanish airports, reported that retail revenue did not preserve pace with passenger growth in 2025. London Heathrow Airport too experienced a 2.3% drop in retail concession revenue despite a 0.7% increase in passenger numbers, reaching a record 84.5 million.
m1nd-set identifies five core shopper segments based on attitudes and motivations, not demographic criteria. The lower-income segment, representing approximately 12% of the global duty-free buying population, is the smallest but demonstrates unique characteristics. These shoppers are more engaged with digital elements, in-store innovation, and sales staff. They also tend to be slightly younger, with a higher concentration of Millennials, and in Africa and the Middle East, the average age is even lower, at 38.
These travelers are described as “online savvy, less planned, and more impulsive,” with over half noticing pre-trip digital touchpoints. They exhibit the highest impulse purchase rate at 34%, making their final decisions largely influenced by in-store stimuli, promotions, and staff interactions, according to Anna Marchesini, head of business development at m1nd-set.
Mohn explained that this segment operates under an “efficiency paradox,” entering duty-free shops to seek savings, which then triggers higher-value spending. They are driven by quality, usefulness, and relevance, often making first-time purchases and opting for duty-free exclusive products. While they purchase an average of 1.6 categories per transaction – the same as other travelers – their selectivity leads them to spend more on practical, high-ticket items like electronics, watches, skincare, alcohol, souvenirs, and gifts.
Preferences vary by category and market, but common patterns emerge. Lower-income shoppers gravitate towards established brands and core product lines, responding well to clear value propositions and “bestseller” signposting. Retailers looking to attract this segment could focus on established fragrance or skincare lines, recognized international wine and spirit brands at accessible price points, premium mainstream confectionery, and practical branded accessories or souvenirs.
Marchesini noted that while these shoppers have limited budgets, they don’t necessarily trade down to the cheapest options. “They may buy less frequently, but when they do, their purchasing is highly intentional, relevant, and meaningful. In short, their spend reflects selectivity.”
m1nd-set’s research suggests that lower-income travelers are not simply an overlooked segment, but potentially a key driver of future growth in the duty-free market.
