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Unveiling 2023 Holiday Shopping Trends in Nigeria: A Comprehensive Overview



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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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NITDA Commits to Deliver NDLF Initiatives Through Innovative Ideas



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In line with the digital literacy campaign of the National Information Technology Development Agency (NITDA), the Director General NITDA Kashifu Inuwa CCIE has said the Agency’s committed to achieving 70% digital literacy level by 2025 through innovative approaches in delivering initiatives, continuous collaborations and stakeholder engagement.

Inuwa made this known while receiving representatives from the Afre.lib Academy led by the Executive Director of Operation Mrs Joice Gomina who were on a visit to the Agency’s Corporate Headquarters in Abuja.

The purpose of the visit was to seek NITDA’s partnership as co-host of Afre.lib Academy’s bootcamps in August; 2024 Tech and Career Expo with the theme “Tech for Earth” in September; to have the DG as a Keynote Speaker and sponsorship support for their Tech Challenge Winners.

He said from the digital literacy perspective “We have three key areas, firstly, is the Formal Education where we are working with the minister of education to review curriculum and infuse all these skills in formal education, but we have a lot to do to achieve that in terms of training the teachers, getting the equipment available for them to use and so on.”

“Sencodly, for those outside the formal education (informal), we have an initiative which we call the Digital Literacy for All where we are working on building an Edtech platform (a learning Management System) where people can learn at their own pace. We are looking at translating it to Nigerian Languages, so that people who cannot read and understand English can do so in their own local languages.”

“We are exploring partnering with the National Youth Service Corp (NYSC) as they are in 774 local government areas, to be onboarding people and making the content as simple as possible. So that anybody who listens or watches these contents can pick something from it. We believe going through the NYSC will help use reach the critical mass we are looking at.”

“Finally, we also have the formal workforce, which is to train people working for the government and private sector because the workforce needs to be digitally literate to increase productivity at work.

Inuwa assured the Academy of the Agency’s full support as both organisation share the same vison of fostering IT development and digital literacy.

“We need to review your curriculum to make sure it aligns with the National Digital Literacy Framework (NDLF).”

He added that NITDA is working to have at least one Innovation Hub per state so that when people learn they can have a place to develop there proof of concept.

He stated that both organisations can work together in the aspect of having tech clubs across schools in the country.

The ED Afre.lib Mrs Gomina said that the Academy’s which is a made up of a team of experts’ passionate educators has seen the gap between young children who are digital natives and their teachers who are still using old methods to prepare them for a future that is constantly evolving.

She said the Academy is working on building a platform where these children will be mentored and given a safe space to explore technology within the ethics of morality.

“We want to reduce that entitlement mentality and increase that mentality of citizenship, responsibility, and showing them that they can contribute to nation building using technology,” she said

She mentioned that some of the activities of the Academy includes, bootcamps for children, summer tech challenges teacher training as she appreciated the Agency for its willingness to support and partner with the Academy.

The Academy did a demo of some of the prototype developed by children who have undergone trainings with them.


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e-Governance Reform Saves Edo State N60Bn



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Donatus Ojiefoh, Edo State Commissioner of Mines and Energy, has said Mr Godwin Obaseki, state governor, e-governance in the state civil service sector has saved the sum of N60 billion, an amount that would have been expended in the procurement of office stationery.

Ojiefoh in an interview with newsmen in Benin City also disclosed that the state government reforms in the electricity and the solid mineral sectors have repositioned the state as one of the most businesses friendly in Nigeria.

He noted that sustaining the state government reforms and achievements, voters in the forthcoming September 21st governorship election should not make the mistake of voting for a candidate that lacks understanding in investment and development.

He said harnessing maximally the abundant mineral resources, the state government has registered the Edo State Mining and Investment Company and has obtained 40 mining licenses adding that government reforms put in place has continued to yield positive results.

“If Obaseki was the governor before now Edo state would have been one of the richest states in the federation. It is crystal clear that the next governor that is coming must be able to match Obaseki’s shoes, somebody who understands the investment and development status of the state at the moment.

“Edo state is ten years ahead of other states apart from Lagos. Edo has put over 20 million files into the e-governance structure since the state was created and is the only state operating 100 per cent e-governance thereby the delay and bureaucracy in governance is over.

“Obaseki has saved over N60 billion for Edo State just on office stationery alone. Whatever paper you see in my office are external papers or files. It takes a man with a potent brain that understands saving system to achieve that and we are the only state in Nigeria that has completely moved from analogue to digital.”

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Scammers Target Facebook Business Accounts using Meta’s Infrastructure and Branding



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Kaspersky has discovered a new phishing scheme targeting Facebook business accounts, using legitimate Facebook infrastructure to send deceptive emails with threats of account suspension.

Cybercriminals have devised a method to use authentic Facebook functions to send fake suspension warnings to business accounts. These emails, originating from Facebook, contain alarming messages such as “24 Hours Left to Request Review. See Why”.

Clicking the email link leads to a genuine Facebook page displaying a similar warning. After that, a user is redirected to a phishing site disguised with Meta branding, reducing the time to resolve the issue from 24 to 12 hours. Finally, the phishing site initially asks for innocuous information, followed by a request for the account’s email, or phone number and password.

The attackers utilise compromised Facebook accounts to send these notifications. They change the account name to a threatening message and the profile picture to an exclamation mark, after which they create posts mentioning the targeted business accounts.

And because delivery is via the actual Facebook infrastructure, these notifications are guaranteed to reach their intended recipients.

“Even notifications that appear legitimate and come from a trusted source such as Facebook can be deceptive. It’s crucial to carefully examine the links you are prompted to follow, especially when it involves entering data or making payments. This can make a significant difference in protecting your business accounts from phishing attacks,” comments Andrey Kovtun, a security expert at Kaspersky.


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