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Unveiling 2023 Holiday Shopping Trends in Nigeria: A Comprehensive Overview

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Reuben Kalu, Marketing and Business Development Expert
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By Reuben Kalu

The holiday season is not only a time for celebration and festivities but also a peak period for shopping, both online and offline.

Unveiling 2023 Holiday Shopping Trends in Nigeria: A Comprehensive Overview

Reuben Kalu, Marketing and Business Development Expert

 

In Nigeria, the dynamics of holiday shopping have evolved over the years, influenced by changing consumer behavior, technological advancements, and economic factors.

As we delve into the trends that will shape the 2023 holiday shopping season in Nigeria, it becomes evident that the landscape is evolving, presenting new opportunities and challenges for both retailers and consumers.

  1. Rise of E-Commerce:

The past few years have witnessed a significant surge in online shopping, and this trend is expected to continue in 2023.

With the proliferation of smartphones and improved internet connectivity, more Nigerians are opting for the convenience of shopping from the comfort of their homes. E-commerce platforms are likely to experience a spike in traffic as consumers seek a hassle-free shopping experience during the holiday season.

  1. Increased Mobile Shopping:

Mobile commerce is set to play a pivotal role in holiday shopping trends. As smartphone penetration continues to grow, consumers are increasingly turning to mobile apps and websites to browse and make purchases.

Retailers are responding by optimizing their online platforms for mobile users, offering seamless navigation and user-friendly interfaces.

  1. Influencer Marketing in E-Commerce:

Influencer marketing has become a powerful tool for brands to connect with their target audience. In 2023, we can expect to see an upsurge in influencer collaborations, especially in the context of holiday shopping. Social media influencers are likely to partner with e-commerce brands to create engaging content, share reviews, and promote exclusive deals, driving consumer interest and trust.

  1. Personalized Shopping Experiences:

Consumers in Nigeria are becoming increasingly discerning, seeking personalized shopping experiences that cater to their individual preferences.

In 2023, retailers are expected to leverage technology to gather and analyze customer data, providing tailored recommendations and personalized promotions.

This trend not only enhances customer satisfaction but also contributes to increased sales and brand loyalty.

  1. AI-Powered Recommendations:

Artificial Intelligence (AI) is set to revolutionize the holiday shopping experience in Nigeria.

AI algorithms will analyze customer behavior, past purchases, and preferences to generate accurate product recommendations.

This not only saves time for consumers but also enhances the likelihood of successful purchases, contributing to a more satisfying shopping journey.

  1. Virtual Try-Ons and Augmented Reality:

In the quest to bridge the gap between online and offline shopping experiences, retailers may incorporate virtual try-ons and augmented reality features.

This allows consumers to virtually ‘try on’ clothing, accessories, or even test home décor items before making a purchase. Such innovations enhance the overall shopping experience and reduce the uncertainty associated with online purchases.

III. Sustainable and Ethical Shopping:

As global awareness of environmental issues grows, consumers are increasingly making conscious choices in favor of sustainable and ethically produced goods.

This trend is expected to extend to holiday shopping in Nigeria, with consumers seeking eco-friendly products and supporting brands with transparent and ethical practices.

  1. Eco-Friendly Packaging:

Retailers are likely to adopt eco-friendly packaging options as part of their commitment to sustainability.

From recycled materials to biodegradable packaging, the emphasis on reducing environmental impact will be a key consideration for both online and brick-and-mortar stores.

  1. Support for Local Artisans and Businesses:

In 2023, there may be a surge in support for local artisans and businesses.

Consumers are likely to appreciate and seek out products that are handmade or produced locally, contributing to the growth of small businesses and fostering a sense of community.

  1. Payment Innovations and Financial Inclusion:

The evolution of payment methods has been a significant driver in shaping the shopping landscape, especially in emerging markets like Nigeria.

In 2023, we can expect continued innovations in payment options, making it easier for consumers to make purchases, even in regions with limited access to traditional banking services.

  1. Rise of Digital Wallets:

Digital wallets are gaining popularity in Nigeria, offering a convenient and secure way for consumers to make payments.

As the use of digital wallets becomes more widespread, retailers are likely to integrate multiple payment options to accommodate diverse consumer preferences.

  1. Installment Payment Plans:

To enhance affordability and cater to a broader consumer base, retailers may introduce installment payment plans.

This allows shoppers to spread the cost of their purchases over several months, making high-value items more accessible and promoting financial inclusion.

  1. Cybersecurity Concerns:

While the digitalization of holiday shopping brings numerous benefits, it also raises concerns about cybersecurity.

With the increase in online transactions, there is a growing need for robust cybersecurity measures to protect consumers’ sensitive information and ensure a secure shopping environment.

  1. Secure Payment Gateways:

E-commerce platforms will prioritize the implementation of secure payment gateways to safeguard customer data.

Encryption technologies and two-factor authentication will be integral to ensuring the confidentiality of online transactions.

  1. Consumer Education on Cybersecurity:

Retailers may take proactive measures to educate consumers about online security practices.

This includes tips on creating strong passwords, recognizing phishing attempts, and using secure networks for online transactions.

  1. Socially Driven Shopping:

The influence of social media on consumer behavior continues to grow, and this trend is expected to be amplified during the 2023 holiday season.

Social commerce, where consumers can make purchases directly through social media platforms, is likely to gain traction.

  1. Shoppable Social Media Posts:

Retailers may leverage shoppable posts on platforms like Instagram and Facebook, allowing users to explore and purchase products without leaving the app.

This seamless integration of social media and e-commerce enhances the overall shopping experience.

  1. User-Generated Content and Reviews:

User-generated content, including reviews and testimonials, will play a crucial role in shaping purchasing decisions.

Retailers may actively encourage customers to share their experiences, creating a sense of community and authenticity around their brand.

As we anticipate the 2023 holiday shopping season in Nigeria, it is evident that the landscape is evolving, driven by technological advancements, changing consumer preferences, and a growing emphasis on sustainability.

Retailers who embrace these trends and adapt their strategies accordingly are likely to thrive in this dynamic market.

From the rise of e-commerce and personalized shopping experiences to the emphasis on sustainability and socially driven shopping, the holiday season presents a myriad of opportunities for both consumers and businesses alike.

As we embark on this festive season, let us celebrate the spirit of giving and innovation that defines the holiday shopping trends in Nigeria.

Reuben Kalu is a Marketing and Business Development Expert

 

 

 

 


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E-Business

Gold Hits Record $5,110/Ounce Amid Trump Tariff Threats, Geopolitical Fears

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Gold prices smashed through $5,100 per ounce on Monday, January 26, surging to a historic peak of $5,110.50 as investors rushed into the safe-haven asset amid escalating geopolitical tensions and U.S. policy volatility.

Gold Hits Record $5,110/Ounce Amid Trump Tariff Threats, Geopolitical Fears

Gold

Spot gold climbed 2.2% to $5,089.78 by 0656 GMT, while U.S. February futures rose similarly to $5,086.30. The metal, up 64% in 2025—its strongest annual gain since 1979—has now advanced over 18% year-to-date, fueled by safe-haven buying, anticipated U.S. rate cuts, China’s 14th consecutive month of central bank purchases in December, and massive ETF inflows.

Analysts point to a crisis of confidence in U.S. assets, sparked by President Trump’s erratic threats last week. He retreated from tariffs on European allies to pressure Greenland seizure, then vowed 100% tariffs on Canada over a potential China trade deal and 200% on French wines to push President Emmanuel Macron toward a “Board of Peace” initiative.

“This Trump administration has caused a permanent rupture in global norms, driving everyone to gold as the sole refuge,” said Kyle Rodda, senior market analyst at Capital.com.

A weakening dollar—hit by a rising yen and pre-Fed meeting caution—further boosted gold’s appeal for non-dollar holders, with markets eyeing possible yen intervention.


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E-Business

Firm Identifies AI as Common Denominator in Entertainment Industry’s 2026 Security Threats

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In its Kaspersky Security Bulletin, the cybersecurity company’s researchers identified critical threats expected to affect the global entertainment industry in 2026, from ticketing and visual effects pipelines to content delivery networks, games and regulation.

Artificial intelligence is changing how people buy tickets, watch movies and play games – and it is also changing how malicious actors target those experiences.

The entertainment industry is particularly sensitive to AI because the technology does not only automate back-office workflows; it increasingly creates and imitates the core product itself – human-centered stories, performances and visual experiences.

Kaspersky researchers highlighted five critical threats emerging as AI integrates deeper into entertainment workflows and consumer experiences.

What happens when ticket markets become an arms race between algorithms and scalpers? Kaspersky predicts that AI will make dynamic pricing faster and more granular, while also giving scalpers better tools to identify profitable events, deploy bots at scale and manage resale pricing across multiple platforms.

Even when artists choose fixed face values, AI-driven resellers can recreate “dynamic” pricing on secondary markets by adjusting prices in real time based on demand signals.

How will AI-commodified visual effects affect the risk of leaks? As high-end computer-generated imagery becomes more accessible through cloud-based AI platforms, studios will connect to larger networks of small vendors and freelancers.

Kaspersky expects attackers to target this extended supply chain by compromising render farms, plug-ins or small post-production houses in order to quietly steal sequences, assets or episodes before release, bypassing more heavily protected studio environments.

Could content delivery networks become a direct target? CDNs now carry unreleased episodes, game builds and live streams for many major entertainment brands, concentrating valuable content in a small number of providers.

AI-enhanced attackers will be able to map CDN infrastructure more efficiently, locate where premium content resides and search for weak credentials or configuration errors. A single successful compromise could expose multiple titles at once or allow malicious code to be injected into legitimate streams.

How will generative tools change abuse patterns in games and fan communities? Players and power users will continue to jailbreak in-game AI companions and content editors, and to use external generative models to produce material that would normally be blocked – such as hyper-violent or sexualized scenarios – and then reimport it into games, mods, or fan videos.

There is also a risk of personal data appearing in “creative” outputs if training or fine-tuning data is not properly cleaned, for example, when lyrics, dialogue, or imagery inadvertently include real names or other identifying details.

What role will regulation and compliance play for AI in creative work? Lawmakers and industry groups are moving toward rules that require transparency about AI-generated media and clearer consent and licensing practices for training on copyrighted material.

Kaspersky expects this to drive the creation of new roles inside entertainment companies, similar to COVID-compliance managers on film sets, focused on AI governance: checking how AI tools are trained, how they are used in production and marketing, and whether they comply with contractual and legal requirements.

“As we examined different parts of the industry, it became clear that AI is the thread running through most of the emerging risks.

“By diving into this, we wanted to highlight that AI will not only help defenders detect anomalies faster, it will also help attackers model markets, probe infrastructure and generate convincing malicious content.

“Studios, platforms and rights holders need to treat AI systems, and the data behind them, as part of their core attack surface, not just as creative tools, and build security and governance around that reality,” said Anna Larkina, web content analysis expert at Kaspersky.

 


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E-Business

Firm Detected a Fivefold Surge in QR Code Phishing Attacks in the Second Half of 2025

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Kaspersky has reported a spike in phishing emails containing malicious QR codes. Detections for these jumped from 46,969 in August 2025 to 249,723 in November 2025 – a more than fivefold growth – as cybercriminals increasingly exploit QR codes, a trend that will likely continue in 2026.

Attackers use QR codes in emails more frequently because they provide a simple and cost-effective way to conceal malicious URLs, evading detection by many protective solutions.

These QR codes are often embedded directly in email bodies or, even more commonly, within PDF attachments – an evolution that both masks phishing links and encourages users to scan them on mobile phones, which may have weaker security than work PCs.

Malicious QR codes commonly appear in mass phishing campaigns as well as targeted ones. Links embedded within them may lead to:

  • Phishing forms impersonating login pages for services like Microsoft accounts or internal corporate portals, designed to steal usernames, passwords, and other credentials.
  • Fake HR notifications urging employees to review or sign documents, such as vacation schedules, or even view lists of terminated staff, ultimately directing to credential-stealing sites.
  • Fraudulent invoices or purchase confirmations in PDF attachments, often combined with vishing (voice phishing) tactics that prompt victims to call provided phone numbers to “cancel” or clarify the transaction, enabling further social engineering attacks.

These tactics exploit trust in routine business communications, leading to credential theft, account takeovers, data breaches, and financial fraud.

“Malicious QR codes have evolved into one of the most effective phishing tools, particularly when hidden in PDF attachments or disguised as legitimate business communications like HR updates.

“The explosive growth in November 2025 highlights how attackers are capitalising on this low-cost evasion technique to target employees on mobile devices, where protection is often minimal.

“Without advanced image analysis at the email gateway and safe scanning practices, organisations are left vulnerable to credential compromise and downstream breaches,” comments Roman Dedenok, Anti-Spam Expert at Kaspersky.

To defend against this escalating threat, Kaspersky recommends educating employees on cybersecurity and deploying a mail server security solution such as Kaspersky Security for Mail Server that provides trusted and secure corporate email exchange, countering spam, email-borne infections, all forms of phishing, business email compromise (BEC), QR code attacks, and other threats.


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