Vendors of gift items in Lagos report that men have dominated Valentine’s gift purchases this year, with an estimated ratio of 15 male buyers to every one female buyer.
This insight came from a News Agency of Nigeria (NAN) survey conducted on Thursday at major gift shops, roadside stalls, and shopping centres across Lagos.
Shop owners said men were more visible both in physical stores and online, buying items like 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, most of her customers had been men buying gifts for wives, lovers, daughters, sisters, and nieces.
She noted that contrary to popular belief, men are very romantic and deliberate when it comes to gift-giving.
Adeyinka-Jones added that even with adverts aimed at both men and women, men’s response has been far higher.
“Out of every 15 orders, only one comes from a woman,” she said.
She revealed that the least expensive customised perfume box this season was N40,000.
According to her, men have been particularly thoughtful this Valentine season, ensuring female family members are included in the celebrations.
“Men have gone all out to make their partners feel seen and valued. Orders have risen by over 200 per cent after my advertisements. Many customers also request handwritten notes with gift cards.
“They pay attention to delivery timing to build excitement and often add items like wigs and jewellery to complement the perfume boxes,” she added.
Similarly, Mrs Latifat Asenoguan, CEO of Wholesome Hairs, said sales during Valentine’s season have tripled her expectations, with most purchases made by men.
She noted that the few women who bought from her mainly purchased wigs for personal use.
“Men have taken gifting to another level this year, sparing no effort to delight their partners,” she said.
Also, baker Madam Emema Okon said this year’s production of heart-shaped cakes exceeded last year’s numbers.
She said she worked with supermarkets to include wines, chocolates, flowers, and other items to enhance the cake boxes.
On average, men spent between N75,000 and N100,000 per box this season.
“It is the thoughtfulness behind the gifts that makes them truly special,” she added.
A gift shop owner in Ikeja, who gave her name as Blessing, said the trend reflects the cultural expectation that men take the lead in Valentine celebrations.
She said about 90 per cent of her customers this week have been men.
“Women do buy gifts, but they are usually smaller items or not necessarily for a boyfriend or husband,” she explained.
Food tray chef Mrs Stacy Soremekun said many men were making last-minute purchases, with foot traffic expected to rise on Valentine’s Day.
She expressed confidence that sales would peak on Friday, as many buyers traditionally wait until the last day to shop for gifts.
