Nigerians are gearing up to celebrate Valentine's Day with unprecedented enthusiasm, despite the country's high inflation rate. According to a survey conducted by SB Morgen in Abuja, Lagos, and Port Harcourt, 85.6% of respondents intend to celebrate the holiday, up from 62.8% in 2024. This significant increase in participation is a testament to the importance of Valentine's Day in Nigerian culture.

In Nigeria, Valentine's Day is not only a celebration of romantic love but also an opportunity to express affection to friends, relatives, and coworkers. Traditionally, Nigerians exchange gifts such as flowers, chocolates, and gadgets, with some going above and beyond by gifting expensive jewelry, designer clothing, or even vehicles. However, the high inflation rate, which stood at 34.80% at the end of 2024, has made it challenging for Nigerians to celebrate in their usual extravagant style.

Despite these challenges, Nigerians are determined to make the most of the holiday. The survey found that a third of consumers plan to budget between N51,000 and N100,000, while high-end purchases above N500,000 have nearly tripled compared to last year. This increased spending is reflected in the types of gifts Nigerians plan to purchase, with almost 80% opting for food and perfumes, followed by jewelry, roses, watches, and other luxury items.

The survey also revealed that Nigerians prefer to spend their Valentine's Day in specific locations, with restaurants being the most popular choice, followed by cinemas, hotels, and vacations within Nigeria. Department shops and shopping malls are the preferred shopping destinations, followed by supermarkets, internet retailers, and boutiques.

When asked about their ideal Valentine's Day activity, the majority of respondents chose spending quality time dating, followed by leisure and activities, eating and dining, gift exchange, and travel or vacation. Personal sentiments, social media trends, tradition, and societal expectations, as well as advertising and promotions, were cited as the key influences driving their Valentine's Day plans.

The enthusiasm for celebrating Valentine's Day in Nigeria is a testament to the country's resilience in the face of economic challenges. As the survey results demonstrate, Nigerians are determined to make the most of this special day, despite the high inflation rate. With their creative and extravagant celebrations, Nigerians are set to make Valentine's Day 2025 a memorable one.

As the country continues to grapple with the effects of inflation, it remains to be seen how Nigerians will adapt their celebrations to the economic realities. One thing is certain, however: Valentine's Day will continue to be an important cultural event in Nigeria, bringing people together and fostering a sense of community and love.