On the evening of February 14, Lagos came alive in a symphony of red and white. Couples filled the city’s finest restaurants, jewelers stayed open late to accommodate last-minute shoppers, and florists barely had a moment to breathe as demand surged for roses.
Across Nigeria, from Abuja to Port Harcourt, Valentine’s Day wasn’t just a celebration of love—it was a multi-billion-naira economic engine powering several local industries. But which sectors benefited the most, and how can businesses position themselves for even greater success in future Valentine’s seasons?
The Economic Footprint of Valentine’s Day
More Nigerians planned to celebrate Valentine’s Day this year, showing resilience despite economic challenges that had weakened purchasing power, according to a recent survey by SB Morgen Intel.
The report indicated that while inflation had dampened enthusiasm for Valentine’s Day in previous years, consumer spending was rebounding, with Nigerians between the ages of 18 and 65 displaying a renewed passion for the celebration.
Across major cities like Lagos, Abuja, and Port Harcourt, 85.6 percent of respondents had expressed plans to mark the occasion— a significant increase from 62.8 percent in 2024. Meanwhile, those opting out had dropped from 37.2 percent the previous year to just 14.4 percent, highlighting a surge in spending.
SBM stated in its report, Love in the Air: How Nigerian Consumers Drove Valentine’s Day Growth in 2025, released last week, that a third of respondents had intended to spend between N51,000 and N100,000, while a quarter had planned to spend between N10,000 and N50,000.
The report further revealed that luxury spending had risen sharply, with nearly 5 percent of respondents planning to spend over N500,000— a significant increase from 1.59 percent in 2024.
Local Industries That Profited the Most
1. Fashion and Jewelry
The Nigerian fashion industry saw a massive boom leading up to Valentine’s Day. Tailors and designers reported a 45% spike in custom orders for red dresses, themed outfits, and luxury traditional attire. Aso-ebi vendors, who specialise in coordinated clothing for couples, noted that sales surged by 60% as many couples sought matching Valentine’s outfits.
Similarly, the jewelry market thrived. The Nigeria Jewelers Association reported a 35% increase in demand for engagement rings, bracelets, and pendants featuring love motifs. Local designers specializing in gold and gemstone jewelry, particularly those sourcing ethically mined Nigerian stones, reported record sales.
2. Luxury and Handmade Chocolates
Chocolate, a staple Valentine’s gift, saw an unprecedented boom. While imported chocolates still dominated the high-end market, locally made chocolate brands such as Loshes Chocolate, D8 Made, and Kaldi Africa experienced a 50% increase in demand. These brands leveraged Nigeria’s growing cocoa industry, capitalizing on the preference for premium, organic, and locally produced products.
3. Floral Industry
The floral business experienced one of its most profitable days of the year, with prices surging by 30-50% due to high demand. Local florists in Lagos, Abuja, and Port Harcourt reported that bouquets sold out by midday on February 14. While red roses remained the top-selling flower, other locally grown varieties, such as hibiscus and orchids, also saw increased interest.
4. Restaurants and Fine Dining
Dining out remained one of the top Valentine’s Day activities. According to the Association of Nigerian Restaurateurs, restaurant reservations increased by 40%, with fine-dining establishments in Victoria Island, Lekki, Maitama, and GRA Port Harcourt reporting fully booked tables weeks in advance. Special Valentine’s menus, featuring local delicacies paired with premium wines and cocktails, added significant revenue.
5. Hotels and Romantic Getaways
Hotels and resorts reported a 55% rise in occupancy rates during Valentine’s weekend. The uptick was particularly noticeable in boutique hotels, luxury resorts, and Airbnbs offering romantic-themed packages. Destinations such as Obudu Cattle Ranch, La Campagne Tropicana, and Kajuru Castle reported full bookings, showcasing the growing appeal of domestic tourism during romantic seasons.
6. Event Planning and Experiences
Beyond traditional gifts, Nigerians increasingly opted for experiential gifts such as spa days, boat cruises, and private concerts. Event planners, decorators, and experiential gift providers reported a 48% revenue increase compared to regular weekends. Specialized services such as surprise proposal planning and customized love notes added to the sector’s growth.
Future Business Opportunities
The Valentine’s economy in Nigeria is growing, and businesses looking to capitalise on this trend should consider the following opportunities:
Expand Local Chocolate Production: Given the surge in demand for premium chocolates, investing in local production and branding could reduce dependency on imports and boost Nigeria’s cocoa-to-chocolate value chain.
Launch Themed Fashion Lines: Designers can release annual Valentine’s collections, complete with ready-to-wear outfits, accessories, and couples’ attire to cater to the growing market.
Leverage Social Media Marketing: Businesses that invest in influencer partnerships and viral marketing campaigns can significantly increase sales. Social media challenges, giveaways, and interactive content can drive engagement and brand loyalty.
Introduce More Luxury Valentine’s Experiences: From helicopter rides over Lagos to private candle-lit dinners on the beach, businesses can curate exclusive high-end experiences that attract premium spenders.
Develop Sustainable Floriculture: Investing in local flower farming can reduce costs and increase profits, providing more sustainable and fresh flower options for consumers.
Strengthen Logistics and Delivery Services: With the increase in online orders, efficient logistics services are crucial. Companies that improve same-day delivery options for Valentine’s gifts will gain a competitive edge.
Conclusion
Valentine’s Day in Nigeria is no longer just a lovers’ affair—it is an economic powerhouse that fuels various industries, from fashion and food to hospitality and retail. By analysing consumer spending patterns and leveraging emerging trends, businesses can position themselves for even greater success in upcoming Valentine’s seasons. Entrepreneurs who creatively package local products and services into irresistible Valentine’s experiences will continue to thrive in this multi-billion-naira market.
As the Nigerian Valentine’s economy continues to evolve, those who anticipate trends and innovate their offerings will reap the benefits. Love may be priceless, but for Nigeria’s local industries, it is certainly profitable.
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