Ahead of Valentine's Day 2026, Lagos gift vendors have reported an overwhelming dominance of male shoppers, with men accounting for as many as 15 purchases for every single female buyer.
A market survey conducted by the News Agency of Nigeria (NAN) across gift shops, roadside stalls, and online stores in Lagos reveals that men are driving a spending surge on premium gifts—including customised perfume boxes, wigs, jewellery, and floral arrangements—with average expenditures ranging from ₦40,000 to ₦100,000 per transaction.
The 'Intentional Giver'
Mrs. Ufuoma Adeyinka-Jones, founder of perfume retailer The Lofinda Express, told NAN that men have emerged as the season's most deliberate shoppers.
"Out of every 15 orders, only one comes from a woman," she disclosed.
Her customers are not merely purchasing; they are curating experiences. Adeyinka-Jones noted that men are now writing handwritten notes, selecting specific delivery windows to build anticipation, and bundling perfume boxes with complementary items like wigs and jewellery.
The least expensive customised perfume box sells for ₦40,000—a figure that places Valentine's gifting firmly in the premium spending bracket. Despite this, order volumes have surged by over 200 percent following targeted advertisements, defying broader economic headwinds.
The Wig Factor
At Wholesome Hairs, CEO Mrs. Latifat Asenoguan described sales as having "tripled" her expectations, with the overwhelming majority of purchases made by men purchasing for female partners.
The few women who patronised the business, she noted, bought wigs primarily for personal use rather than as gifts.
"Men have taken gifting to another level this year," Asenoguan said. "They are sparing no effort to delight their partners."
Cakes, Wines, and the Full Experience
Madam Emema Okon, a baker specialising in Valentine-themed confectionery, reported that demand for heart-shaped cakes has significantly exceeded last year's levels. Her strategy: partnering with supermarkets to bundle cakes with wines, chocolates, and flowers, creating complete gift boxes priced between ₦75,000 and ₦100,000.
"It is the thoughtfulness behind the gifts that makes them truly special," Okon said, attributing the spending surge to men's desire to present comprehensive, aesthetically curated packages.
Cultural Scripts and Last-Minute Rushes
Blessing, a gift shop owner in Ikeja who requested her surname be withheld, contextualised the trend within long-standing cultural expectations.
"This reflects that men are expected to take the lead in Valentine celebrations," she said. "Women do buy gifts, but they are usually smaller items or not necessarily for a boyfriend or husband."
Mrs. Stacy Soremekun, a food tray chef, observed that many men are making last-minute purchases, with foot traffic expected to peak on February 14. She expressed confidence that sales would hit their highest point on Friday, as procrastinating buyers traditionally complete their gift runs on the day itself.
What the Numbers Say
- 15:1 – Estimated male-to-female buyer ratio across surveyed vendors
- ₦40,000 – Entry-level price for a customised perfume box
- ₦75,000–₦100,000 – Average spend per premium gift package
- 200%+ – Order volume increase reported by one major retailer
The Bigger Picture
The survey paints a portrait of Nigerian men as far more emotionally invested in Valentine's Day than stereotypes often allow. The combination of high average spend, personalisation efforts, and deliberate presentation suggests a shift toward romance as an intentional, curated practice rather than a perfunctory obligation.
Whether this translates into sustained consumer behaviour beyond February 14 remains to be seen. For Lagos vendors, however, the 2026 Valentine's season has already exceeded expectations—driven not by women buying for themselves, but by men buying for the women they love.
*Source: NAN*
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