Valentine Market Booms As Men Outspend Women 15 To 1
Season of Romance Boosts Retail Sales
RETAILERS in Lagos are witnessing a significant Valentine season boom, driven largely by male shoppers who have dominated gift purchases across the city.
Traders interviewed at shopping malls, roadside outlets and online stores estimate that for every female buyer, approximately 15 men have made purchases this week. Items in high demand include customised perfume gift boxes, premium wigs, jewellery, flowers, chocolates and themed cake packages.
Mrs. Ufuoma Adeyinka-Jones of The Lofinda Express said the surge began earlier in the week and intensified after targeted advertisements.
“Orders have increased by over 200 per cent,” she said, noting that most of her customers were men buying for partners and female family members. She added that the starting price for a customised perfume box is ₦40,000, with many buyers adding complementary products.
She dismissed assumptions that men are less expressive, describing them instead as “intentional gift-givers.”
Spending Rises Across Beauty and Food Sectors
In the beauty segment, Wholesome Hairs CEO, Mrs. Latifat Asenoguan, confirmed that Valentine sales had tripled compared to regular periods.
“The majority of purchases are from men,” she said, noting that women shoppers mainly bought items for themselves.
Baker Madam Emema Okon also recorded a sharp rise in demand for heart-shaped cakes. She partnered with supermarkets to offer curated packages that include wine, chocolates and flowers, elevating presentation standards.
Customers have spent between ₦75,000 and ₦100,000 per cake box on average, reflecting strong consumer confidence despite broader economic pressures.
Peak Sales Expected on Valentine’s Day
Retailers say cultural norms may explain why men appear to dominate Valentine shopping, as they are often expected to initiate romantic gestures.
A gift shop owner in Ikeja reported that roughly 90 per cent of her customers since Monday had been men.
Food tray specialist Mrs. Stacy Soremekun added that many buyers were leaving purchases until the final day, predicting that sales would peak on Valentine’s Day itself.
For vendors, the Valentine rush has provided a timely economic boost, reinforcing the celebration’s growing commercial significance in Nigeria’s retail landscape.
