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Vendors across Lagos have reported that men are overwhelmingly dominating Valentine’s Day gift purchases this season, with an estimated ratio of 15 male buyers to every one female buyer.
A News Agency of Nigeria (NAN) survey conducted on Thursday across major gift outlets, roadside stalls, and shopping centres revealed that men were more visible both in stores and online, purchasing a wide array of gifts including customised perfume boxes, wigs, jewellery, flowers, chocolates, and teddy bears for their loved ones.
Mrs Ufuoma Adeyinka-Jones, Founder of The Lofinda Express, a perfume outlet, told NAN that since Monday, her clientele had been predominantly male, buying gifts for wives, lovers, daughters, sisters, and nieces.
She stressed that contrary to popular belief, men were thoughtful and intentional when selecting gifts.
“Out of every 15 orders, only one comes from a woman,” Adeyinka-Jones said. She added that the least amount spent on a customised perfume box was N40,000.
She also highlighted that men were paying attention to details, often including handwritten notes, coordinating delivery times to build anticipation, and requesting additional items like wigs and jewellery to complement perfume boxes.
“Men have gone all out to make their partners feel seen and valued. This Valentine season, orders have increased by over 200 per cent following the advertisements I placed,” she said.
Mrs Latifat Asenoguan, Chief Executive Officer of Wholesome Hairs, echoed similar observations, noting that sales during the Valentine period had tripled her expectations, with men accounting for the majority of purchases. She explained that the few women who patronised her business bought wigs mainly for personal use.
According to Asenoguan, men were taking gifting to another level this year, sparing no effort to delight their partners.
Baker Madam Emema Okon also confirmed a significant increase in demand, saying that the number of heart-shaped cakes produced this season exceeded that of the previous year. She collaborated with supermarkets to include wines, chocolates, flowers, and other complementary items in the cake boxes.
“On average, men have spent between N75,000 and N100,000 per box this season. It is the thoughtfulness behind the gifts that makes them truly special,” Okon said.
A gift shop owner in Ikeja, who identified herself as Blessing, said the trend reflected long-standing cultural expectations that men lead in Valentine celebrations.
“Women do buy gifts, but they are usually smaller items or not necessarily for a boyfriend or husband,” she said, adding that about 90 per cent of her customers had been men since the beginning of the week.
Similarly, food tray chef Mrs Stacy Soremekun noted that many men were making last-minute purchases, with foot traffic expected to peak on Valentine’s Day itself. She expressed optimism that sales would reach their highest point on Friday, as many buyers traditionally delay gift shopping until the final day of celebration.
The trend underscores the continued cultural expectation in Lagos that men take the lead in Valentine’s Day gift-giving, with many going to great lengths to show appreciation and affection for their loved ones.
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