Love in the Air: How Nigerian Consumers Are Driving Valentine’s Day Growth in 2025
Valentine's Day has become a major cultural and economic event in Nigeria, driven by increasing participation and spending.
Valentine’s Day, celebrated on 14 February, has become a significant cultural and economic event in Nigeria. Rooted in both Roman traditions and Christian history, the occasion has become a major spending event, with gifts, dining and entertainment driving consumer activity. Despite economic challenges, the celebration continues to see growing participation and expenditure, with the day’s spending projected to reach billions of naira annually in Nigeria alone.
However, rising inflation has recently affected Valentine’s Day celebrations, with the prices of popular gifts such as flowers, dining, and chocolates surging. According to the National Bureau of Statistics, Nigeria’s headline inflation increased from 9% in 2015 to 33.2% in 2024. This has led many Nigerians to prioritise essential expenses over discretionary spending. Hence, retailers have introduced innovative marketing strategies such as combo deals and online trends to attract customers.
SBM’s survey in Abuja, Lagos, and Port Harcourt, which examined Valentine’s Day spending habits among Nigerians aged 18 to 65, revealed a growing enthusiasm for the celebration. In 2025, 85.6% of respondents plan to celebrate, up from 62.8% in 2024, while those opting out dropped from 37.2% to 14.4%.
Consumer spending is also on the rise. A third of respondents plan to spend between ₦51,000 and ₦100,000, while a quarter intend to spend ₦10,000 to ₦50,000. Luxury spending has also increased, with nearly 5% planning to spend over ₦500,000, up from 1.59% in 2024. This spending surge is attributed to increased enthusiasm and rising inflation.
Traditional gifts remain popular, with food and perfumes leading preferences, followed by jewellery, roses, watches, and women’s shoes. Experiential gifts are also in demand, with restaurants (27%), cinemas (20%), hotels (11%), and local vacations (10%) being top destinations. Shopping preferences are diverse, with department stores (31.8%) and supermarkets (30.3%) being the most popular, followed by online stores (18.4%) and boutiques (17.8%).
Despite emphasising spending, 79.3% of respondents say they do not feel pressured to overspend, although social media promotions influence purchasing decisions. Notably, many Nigerians plan their celebrations at the last minute, with 35% making arrangements just days before the event. This trend presents opportunities for businesses to leverage flash sales and last-minute promotions.
As consumer spending and participation in Valentine’s Day celebrations increase, businesses that adapt to evolving preferences will be well-positioned to benefit from this growing market.