Despite the economic crunch, Nigerians, young and old, still find a way of exchanging gifts at Valentine. This act is seen as being in tandem with the spirit of Valentine, which is believed to be about sharing, even at difficult time, as being experienced by Nigerians. TONIA ’DIYAN reports that for some, this celebration, which has become more of business than sharing, is being threatened by low sales.
Ayomide Alonge, a teenager, recently went into a relationship. He is excited as he prepares to celebrate Valentine for the first time. It was therefore, fun for him as he went on a shopping spree to get gifts that would give pleasant memories of the celebration. But Alonge knows nothing about the genesis of Valentine’s Day.
Indeed, the celebration of love on February 14, otherwise known as Valentine’s Day, has become a permanent feature in the calendar of yearly celebrations; but perhaps not important enough to be declared as a public holiday. But for the majority of Nigerians, especially the youth, whether the day is declared a holiday or not, February 14 has come to stay, etched in their memory as a special day to celebrate love. It is a day to exchange gifts and reassure loved ones of the undying love that exists between two persons.
Interestingly, like Alonge, the story of Valentine’s Day celebration remains largely unknown to the majority of the celebrants of this day. Checks online reveal that the story of Valentine’s Day began in the third century with an oppressive Roman emperor named Claudius II and a humble Christian Martyr named Valentinus.
According to the account, Claudius had ordered all Romans to worship 12 gods, and had made it a crime punishable by death to associate with Christians. But Valentinus was dedicated to the ideals of Christ; not even the threat of death could keep him from practising his beliefs. He was arrested and imprisoned. During the last weeks of Valentinus’s life a remarkable thing happened. Seeing that he was a man of learning, the jailer asked whether his daughter, Julia, might be brought to Valentinus for lessons. She had been blind since birth. Julia was a pretty young girl with a quick mind. Valentinus read stories of Rome’s history to her. He described the world of nature to her. He taught her arithmetic and told her about God. She saw the world through his eyes, trusted his wisdom and found comfort in his quiet strength. The following conversation was said to have taken place between the two:
“Valentinus, does God really hear our prayers?” Julia asked one day.
“Yes, my child, He hears each one.”
“Do you know what I pray for every morning and every night? I pray that I might see. I want so much to see everything you’ve told me about!”
“God does what is best for us if we will only believe in Him,” Valentinus said.
“Oh, Valentinus, I do believe! I do!” She knelt and grasped his hand.
They sat quietly together, praying. Suddenly there was a brilliant light in the prison cell. Radiant, Julia screamed, “Valentinus, I can see! I can see!”
“Praise be to God!” Valentinus exclaimed, and he knelt in prayer.
On the eve of his death Valentinus wrote a last note to Julia, urging her to stay close to God. He signed it, “From your Valentine.” His sentence was carried out the next day, February 14, 270 A.D., near a gate that was later named Porta Valentini in his memory. He was buried at what is now the Church of Praxedes in Rome. It is said that Julia planted a pink-blossomed almond tree near his grave. Today, the almond tree remains a symbol of abiding love and friendship.
The foregoing tells the origin of exchanging messages of affection, love and devotion on this day. And for Nigerians, this has now become an opportunity to make brisk money from the one-day celebration.
Indeed, many shopping places have resolved to commercialise Valentine and make it big business like other celebrations. For instance, across the metropolis, open markets, shopping malls, stand-alone/high-street and online stores have been stocking variety of items for easy reach and affordability.
Optimistic that businesses will reap the benefits of the giveaway retailers are offering. This is why Modupe Shopeju, Delightsome Gifts’ head, is of the view that for retailers, Valentine’s Day is less about love and more about the business of love. Shopeju explained that the celebration ranks highly among the top three holidays in terms of yearly sales, which is why retailers are putting in their best to make it worthwhile.
Yet, for many, Valentine means different things. Celestine Nwanchukwu, a greeting card retailer on Broad Street, Lagos Island, says Valentine’s Day means an opportunity to get busy and experience a boom in sales again, following the post-Christmas pause. According to him, at this period, he records good sales second only to what he sells at Christmas.
At this period, retailers are eager to help shoppers find something special for their loved ones and they look forward to seeing people come out in the spirit of love. For them, each Valentine’s Day brings a little uptick in sales.
But retail outlets in the country, particularly in Lagos, have succeeded in commercialising the love celebration and turning it into big business. Shortly after Christmas, stores begin to stock pile items for Valentine items early, as a strategy for making bountiful sales when opportunities like this arise, offering incentives, such as affordability advantage and convenience of shopping as baits.
But to make more sales, especially with the hard times, retailers in the open market started stocking items earlier than the shopping malls and high street stores. This, they contend, is one of their strategies for making good sales this year. “We are only taking the bull by the horns, catching our competitors unaware. Ordinarily, no one would have thought we would stock Valentine items earlier than the stores and malls. They look down on us most of the time, but we are stepping up our game, re-enforcing and re- packaging. It is simply one of our strategies,” a Lagos trader told The Nation Shopping.
But poor sales might affect the retail industry as it absorbs a hit by downturn. Like the economy itself, Valentine is feeling some heartache this year with just two days to the celebration. According to a recent survey, about 50 per cent of people plan to spend less on their valentine this year.
Now, worried by low patronage gift shops across the Lagos metropolis expect higher sales of less-expensive items. Retailers say they will be realistic about Valentine’s Day this year as people are still very cautious with their spending will would opt for less-expensive gifts or spend dinner at home with their spouses to save some money. Therefore, items like earrings and cheap jewellery would suffice instead of diamonds; greeting cards instead of an expensive perfume. They claim they have grown more accustomed to smaller purchases because of the country’s present economy.
A survey by The Nation Shopping shows that unlike in past years, many people are reluctant to spend extravagantly at this Valentine’s Day. This they blame on the poor state of the economy which has badly affected several businesses. For instance, the floral business has been so affected such that people no longer fancy giving flowers or roses to their loved ones at Valentine
For some industries, it is good news in the circumstance. Checks reveal that love birds appear to be willing to indulge in sweets, cakes and confectionaries as it is relatively cheaper and because confectioneries don’t have to strain bank accounts. Founder of Cake ‘n’ Candy Confectionery, Caroline Applin, said her items can be purchased with a token, unlike visiting the restaurant where prices can be throat cutting. At Give ‘n’ Take Megastore on Victoria Island, lingerie and sex toys seem to be hot items this Valentine with people looking for ways to have fun and staying at home. Retailers of the items know they’re going to get a return on the investment.
To cut their losses, retailers, particularly those who sell gifts items, have resolved to order 25 percent less stock for this year’s Valentine’s Day- a reflection of the country’s harsh economic situation. However, greeting cards retailers expect their product sales to increase this Valentine, as cash-strapped consumers forgo gifts or expensive items.
But with Valentine celebration falling on a Sunday, people may be encouraged to eat out, a choice that will be good money for restaurants, whose doors may remain open to couples to spend the day far into the night, rather than buying gifts.
But one thing is certain. No matter how bad the economy is, Valentine’s Day has a way of tugging at wallets as well as hearts. So, go out and enjoy your shopping for Valentine’s Day.
