Love in the Time of Recession: Nigerian lovers find creative ways to celebrate Valentine’s Day

• Valentine’s Day: Supermarkets, vendors expect high sales

By Damilola Olufemi

Despite the economic downturn, Nigerian couples are determined to make this Valentine’s Day a memorable one. From supermarket shopping sprees to surprise packages, event planning, and romantic getaways, lovers are finding creative ways to celebrate their relationships.

For Emmanuel and his girlfriend, Ada, who live in the Kurumashi area of Kaduna State, Valentine’s Day is all about appreciation and togetherness.

“We’re not big on expensive gifts, but we love doing little things for each other, like cooking dinner together or planning surprise picnics,” says Emmanuel.

Ada echoes his sentiment, adding, “Valentine’s Day is about showing love and appreciation. It doesn’t have to be extravagant; small, thoughtful gestures mean the most.”

In Abuja, Ahmed and Mariam took a trip to their favourite supermarket to pick up Valentine’s Day essentials.

Speaking to New Daily Prime, the couple emphasized that the day serves as another opportunity to strengthen their bond.

“February 14 shouldn’t be the only day to express love. Instead, we are making it special and reaffirming our commitment to each other. We want to assure ourselves of an even greater love,” they said.

The Day has a rich and complex history that spans over 1,500 years with its roots in ancient Roman traditions.

Saint Valentine was a  Christian priest who lived in Rome during the 3rd century AD, Saint Valentine defied Emperor Claudius II, who had outlawed marriage for young men, believing that single men made better soldiers. Despite the decree, Saint Valentine continued to perform marriages in secret, earning a reputation as a romantic and compassionate figure.

The Catholic Church recognizes February 14 as St. Valentine’s Day, originally observed as a feast day to honour Saint Valentine’s sacrifice. Over time, the holiday evolved, incorporating elements of ancient Roman festivals such as Lupercalia, a fertility festival celebrated in mid-February.

Today, Valentine’s Day is celebrated worldwide. The day is marked by the exchange of gifts, flowers, and cards, symbolizing affection and appreciation.

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As Nigerian lovers anticipate Friday, February 14, 2025, vendors and supermarkets are capitalizing on the occasion to boost sales and revenue. Supermarket attendants who spoke to New Daily Prime revealed that sales significantly increase during the Valentine’s season.

“We see a lot of couples buying chocolates, flowers, and wine,” says Blessing, a sales attendant at Shoprite. “Some even shop together to pick out gifts for each other. We record extra sales of over ₦300,000 to ₦600,000 daily during the Valentine’s period,” added another supermarket attendant in the Ikorodu area of Lagos, who preferred to remain anonymous for safety reasons.

Meanwhile, in Lagos, event planners like Uche Paul, based in Ojodu Berger, are helping couples organize romantic getaways and surprise parties.

“We’re getting a lot of bookings for Valentine’s Day events. Couples are looking for unique and romantic ways to celebrate their love,” Uche explained. He further emphasized the essence of the celebration, stating, “Love is not just about money; it’s about the thought and effort you put into making your partner happy.”

In Edo State, event planners like Osas are offering exclusive Valentine’s Day packages, complete with decorations, music, and catering. “We’re offering a ‘Love in the Air’ package that includes a romantic dinner for two, a bouquet of flowers, and a special Valentine’s Day cake,” Osas says.  At one of the supermarkets in Edo State, sales of Valentine’s Day items have been brisk.

“We’ve sold out of most of our Valentine’s Day cards and gift wraps,” says Ngozi, a supermarket attendant. “But we still have plenty of chocolates, flowers, and wine in stock.” She added that the store makes an additional ₦200,000 in sales during the Valentine’s season compared to regular days.

For Port Harcourt-based Nneoma and her partner Ikenna, a romantic getaway to Calabar is their ideal way to celebrate.

“We’ve been together for five years, and we always try to do something special on Valentine’s Day. This year, we decided to take a trip to Calabar and explore the city together,” says Nneoma.

The Rumuokoro-based couple plans to make the day unforgettable with a romantic boat ride, a candlelit dinner, and quality time together.

Meanwhile, in Ibadan, Oyo State, lovers like Ayomide Kalesanwo are opting for surprise packages to make their partners feel special.

“I ordered a surprise package for Victoria (my partner) that includes a bouquet of flowers, a box of chocolates, and a romantic dinner for two,” he says.

Ayomide is determined to make this Valentine’s Day unforgettable. “I’m so excited. I love surprises, and I know Victoria will make this day even more special,” he told New Daily Prime.

Despite the economic challenges, Nigerian lovers remain determined to celebrate love and appreciation for their partners, proving that Valentine’s Day is not just about money but about thoughtfulness and effort in relationships.

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