Thomas Cook Airlines is trialling a pre-order duty-free service.
The price guaranteed Airshoppen service gives passengers the chance to order goods to be left on their seat for when they board the aircraft up to 30 days before departure.
A range of 1,500 products sold at between 20% and 65% below high street prices can be ordered online.
Thomas Cook chief hotels and airlines officer, Christoph Debus, said: “Duty-free shopping is one of those great holiday treats that has only ever been available at the airport or onboard.
“But Airshoppen gives customers the chance to experience that holiday excitement in the comfort of their own home before they’ve even started packing.
“It gives them the opportunity to plan their purchase well in advance with no stress at the airport or risk of sold out goods on board and they can order again for when they come back.”
Thomas Cook Airlines customers who agree to receive offers from Airshoppen are sent a catalogue by mail and special offers by email during the month leading up to their holiday.
Goods are packed at the Airshoppen warehouse facility in Birmingham and transported to each flight.
Purchases are made primarily online, with customer support available from the Airshoppen call centre in Copenhagen.
Thomas Cook Airlines said Airshoppen has been a commercial success in other markets it operates in such as Germany and passengers will be reimbursed if they find the products they purchased at a lower price in UK airports.
Airshoppen also offers a delivery guarantee, meaning if any products are out of stock they will be delivered to the passenger’s home address after the trip, or alternatively Airshoppen will reimburse the difference in price if the product is purchased in a high
street store.
The product range includes perfume, cosmetics, skincare and spirits.