My son called from school wishing me a happy St. Valentine’s Day. He quickly added, “I know you don’t mark it.” Then he asked why. After I explained, he said, “Why don’t you write about it?” So here we are.
I honestly cannot recall celebrating St. Valentine’s Day in secondary school. And I would know. I was sociable, attended parties, belonged to clubs, and moved freely across town. It was nothing to trek from Somolu, where I grew up, to Surulere. There was no money, but there was safety and we moved around any time of day. Valentine’s Day was simply not a thing.
I first learned of February 14 as “Lovers’ Day” as an undergraduate. When my girlfriend asked about my plans, I was genuinely confused. She had to explain it to me. My response was instinctive: why dedicate one day to love? In my view, every day should be lovers’ day. I have maintained that position ever since. Call me old school, I am cool with that.
Over the years, however, I began to observe the wider consequences of the celebration. The period is often associated with heightened social pressure, reckless spending, emotional disappointment, and in some cases, risky behaviour among young people. In Nigeria, these issues are often amplified by commercial pressure and the push to conform to Western styled romantic standards.
Yet, beyond the moral debate lies a more powerful force: commerce. St. Valentine’s Day is now one of the most commercially significant celebrations in the world, after Christmas and Mother’s Day. According to reports, more than $140 billion is spent globally each year on gifts, dining, travel, and experiences. The United States alone accounts for over $25 billion. Projections suggest the global figure could exceed $150 billion as more markets embrace and commercialise the celebration.
As Nigerians, ‘we no dey carry last’. We are fully part of this momentum. Although there is no definitive national valuation, available data is telling. A consumer survey by SBM Intelligence across Lagos, Abuja, and Port Harcourt found that 85.6 percent of Nigerians plan to celebrate Valentine’s Day in 2026. Spending is largely directed toward dining, perfumes, food, jewellery, hotel stays, and gifts.
A 2019 report by The Sun estimated St. Valentine’s Day spending in Nigeria at about ₦30 billion, with confectionery, entertainment, telecommunications, beverages, hospitality, and floristry among the major beneficiaries of the seasonal consumer surge.
The celebration is no longer just about romance; it revolves around retail cycles and economic stimulation. What began historically as a symbolic expression of love has evolved into a powerful commercial engine – and that’s what it is.
My position remains unchanged. Love should not be reduced to a calendar obligation. But I recognise that St. Valentine’s Day has become a cultural and economic force shaping behaviour, spending patterns, and social expectations.
Perhaps the real question is not whether to celebrate it, but how consciously we choose to engage with it.
Segun McMedal is a strategic public relations leader, PR visionary, and nation builder. He serves on the Governing Council of the Nigerian Institute of Public Relations and previously chaired the Lagos State Chapter, where he played a key role in advancing professional standards and institutional growth.
IMAGE CREDIT: primaryteaching.co.uk
