Love in tough times: How Nigerians adapted to economic realities for Valentine’s Day

Valentine’s Day 2025 has come and gone, leaving behind tales of love, resilience, and creativity in the face of Nigeria’s harsh economic realities. While previous years saw couples embarking on lavish getaways and splurging on expensive gifts, this year painted a different picture. With rising inflation, currency devaluation, and soaring costs of travel, many lovers found alternative ways to celebrate their love without breaking the bank.

To better understand these evolving trends, we spoke with Mr. Michael Ajasi, a Lagos-based travel consultant, who provided insights into how couples navigated the financial constraints and what it means for the future of Valentine’s celebrations in Nigeria.

Economic Pressures Reshape Valentine’s Traditions

Nigeria’s economic climate has significantly tightened disposable incomes, forcing many to reassess how they spend on celebrations. “This year, couples were more strategic in their spending,” Ajasi noted. “Instead of expensive getaways, people prioritised meaningful and budget-friendly experiences.”

Inflation in Nigeria reached 28.92 per cent in December 2024, with food inflation at 33.93 per cent, according to the National Bureau of Statistics. This meant that even the simplest gestures of love, such as dining out or purchasing gifts, had to be carefully planned to avoid financial strain.

Shifting Away from Traditional Getaways

One of the most noticeable trends this Valentine’s season was the decline in traditional travel. Unlike previous years when couples flocked to luxury resorts in Lagos, Abuja, and Calabar, many opted for alternatives closer to home.

“Flight tickets and hotel accommodations were simply out of reach for the average couple,” Ajasi explained. “Instead, we saw an increase in staycations and day trips to budget-friendly locations.”

Affordable Valentine’s Trends That Emerged

Despite the economic downturn, love found a way. Couples adapted in several creative ways.

Staycations and Budget-Friendly Hotels

Many couples opted to stay in boutique hotels within their cities, where they could enjoy a romantic evening without the stress of long-distance travel. “Staycations were a major hit,” Ajasi said. “Hotels offered affordable Valentine’s packages with discounts on spa services and dinner buffets, making them an attractive option for budget-conscious lovers.”

DIY Romantic Dinners at Home
Instead of expensive restaurant dates, many couples chose to cook their favorite meals at home, setting up candlelit dinners in their living rooms. “Social media was flooded with couples posting their homemade Valentine’s meals,” Ajasi noted. “It was a reminder that love isn’t about how much you spend but about the thoughtfulness behind the gesture.”

Nature Escapes and Outdoor Adventures

Rather than splurging on luxury vacations, couples explored natural retreats within driving distance. Popular spots like Omo Forest Reserve and Erin Ijesha Waterfalls saw an increase in visitors. “Nature provides an affordable yet romantic escape,” Ajasi said. “Many couples packed picnic baskets and spent the day surrounded by the beauty of nature.”

Budget-Friendly Beach Outings

Beach destinations like Tarkwa Bay and La Campagne Tropicana remained popular for those looking for a romantic yet cost-effective getaway. “Beaches are always a good option,” Ajasi stated. “With minimal costs, couples enjoyed quality time together, soaking in the sun and the sea breeze.”

Road Trips to Nearby Cities

Instead of flying to international destinations, couples took road trips to Ibadan, Abeokuta, and Osun State, where they explored historical sites and cultural landmarks. “Traveling within Nigeria is more economical,” Ajasi highlighted. “It allowed couples to still enjoy an adventure without spending excessively.”

A New Era for Valentine’s Celebrations in Nigeria?

Ajasi believes that the adaptations seen this year signal a shift in how Nigerians approach Valentine’s celebrations. “People are becoming more financially conscious, and this will likely continue even when the economy improves,” he said. “There’s a greater appreciation for simple, meaningful moments over extravagant spending.”

He also predicted a rise in localised tourism and experiences. “We’re seeing a growing interest in cultural experiences, nature getaways, and personalised celebrations. The days of expensive, one-size-fits-all Valentine’s plans may be behind us.”

Final Thoughts

While the economic realities of Nigeria reshaped Valentine’s celebrations this year, they did not diminish the essence of love. Instead, they encouraged couples to find deeper, more meaningful ways to celebrate each other.

“Love is not about the price tag,” Ajasi concluded. “It’s about connection, creativity, and making the most of what you have. And if this year’s Valentine’s Day is anything to go by, Nigerian couples have mastered the art of loving on a budget.”

As the nation continues to navigate economic uncertainties, one thing is clear—love remains resilient, and where there’s a will, there’s always a way to celebrate it.