Introduction

The December Shopping Surge is reshaping how Africans buy, spend, and celebrate during the festive season. As the year winds down and festive vibes spread across Africa, December activities have become a powerful engine for consumer spending. For marketing managers and brand teams, especially those operating in Nigeria or targeting African markets, this holiday season presents both opportunities and challenges.

Understanding how people shop during this period can help brands craft campaigns that connect, convert, and build loyalty.

Why December Matters: The Seasonal Context

In Nigeria, December isn’t just another month. It’s part of what many call “Detty December” — a festive stretch marked by reunions, travel, gifting, parties, and heightened consumer activity across goods, entertainment, travel, and more. 

As outlined by local retail researchers, Nigeria’s “peak season” leads to a spike in both online and offline shopping across categories, from fashion and tech to groceries and gifts. 

For many consumers, December is the time to splurge a little — on gifts, on family, and on the feelings that come with celebration.

What Data from Africa and Beyond Tells Us

Because comprehensive pan‑Africa holiday retail data remains sparse, much of what we know comes from markets like South Africa and global trends, which still offer useful guidance for Nigerian and broader African marketers.

• According to a recent report by Visa Consulting & Analytics (VCA), holiday-season retail spend increased by 7.0% year-on-year in 2024 in South Africa. 
• During that same period, online shopping surged dramatically — up 23.3% compared to the previous year.
• Even though online spending climbed, the bulk of retail spend remained in‑ stores: 84% of payment volume was in physical stores, versus 16% online.
• Within categories, clothing and accessories saw a 12.9% sales jump, while department stores experienced an 8.9% increase.
• On a global scale, holiday online spending reached an estimated US$1.2 trillion (for the season between November 2024 and early January 2025).

Meanwhile, specific data about Nigerian consumers shows shifting behaviours. A recent survey by Aleph Group found that 36% of Nigerians say they always shop online during peak seasons, while 15% wait for attractive offers before making purchases.

Moreover, many Nigerians cite convenience as the main reason for online shopping. In that same survey, 48.8% of respondents said time saved was their top motivation, while 35.8% said they valued product reviews and ratings when shopping online. 

What This Means for Marketers in Africa (and Nigeria)

1. December is ‘make or break’ — brands should start planning early

With holiday momentum building by November (and even earlier), marketers should avoid last-minute campaigns. As one report noted, many consumers start shopping as early as October. 

Prepping inventory, messaging, and fulfilment weeks ahead can help brands capture consumers seeking early-bird deals and avoid the “out-of-stock” problem during peak demand. Planning ahead is key to taking advantage of the December Shopping Surge.

2. Omnichannel — Both offline and online wins the race

During the December Shopping Surge, both online and offline retail see unusual spikes. The South African data shows that although online shopping surges during holidays, most purchases still happen in stores. 

For Nigerian brands, especially those blending e‑commerce with physical product offerings (like gift shops, fashion, or décor) — this means adopting an omnichannel strategy: use your online platforms to create buzz and convenience, but don’t neglect the in-store or last‑mile experiences.

3. Promotions and deals matter, but so does value perception

Consumers increasingly wait for offers before purchasing: in Nigeria, 15% of shoppers view “enticing offers” as the trigger to buy during peak season. 

But discounting alone isn’t enough. Good UX, clear reviews, easy delivery, and trust are part of what motivates online shoppers, especially in markets where e‑commerce still blends with skepticism. So value perception plays a huge role in the December Shopping Surge, especially for digital buyers.

4. Youth, social media, and mobile penetration shape buying behaviour

Nigeria’s large, youthful population (a key characteristic highlighted in recent market analysis) demands digital‑first engagement. Youth behaviour significantly shapes the December Shopping Surge, particularly on social media.

For younger consumers, especially social media adverts, influencer marketing, and mobile-optimized shopping are critical. This demographic is often price-conscious, discount-savvy, and eager for trends, so tailor holiday campaigns accordingly.

5. December is more than just gifts — it’s a cultural moment

December aligns with holidays, reunions, parties, and what many consider the “golden quarter,” marketing campaigns that tap into emotions, nostalgia, community and family tend to resonate. Emotion-driven campaigns performs best during the December Shopping Surge. For brands, this might mean:

• Promoting gift bundles as “perfect holiday surprises”
• Emphasizing convenience for diaspora Nigerians/Africans ordering gifts from abroad
• Using culturally relevant storytelling — aligning marketing with “Detty December”, homecoming, and festivities

December shopping in Africa is not just transactional — it’s tied to festive traditions, gift-giving, and social celebrations. Marketing that resonates emotionally will have higher engagement. Brands that prepare early secure more revenue from the December Shopping Surge.

Final Thoughts

The December shopping surge is a real and powerful phenomenon. For marketers across Africa, especially in Nigeria, it’s more than just a sales window. It’s a cultural moment, a marketing opportunity, and a chance to build long-term loyalty with consumers. Getting this right means starting early, thinking holistically, and blending digital strategies with cultural understanding.

At WhirlSpot Media, we help brands decode these seasonal trends and craft campaigns that drive engagement and sales. 

Ready to optimize your holiday marketing strategy? Contact our team at hello@whirlspotmedia.com today and start planning a festive campaign that converts.