December Economy: Nigeria’s local brands are about to have their biggest month

On a warm Saturday afternoon in early December, the Lekki Arts & Crafts Market is already heaving. A young banker from Ikoyi picks up a hand-dyed Adire kimono, turning it over with the curiosity of someone who has spent eleven months buying imported clothes but suddenly feels the pull of something more meaningful.

Beside her, two software engineers argue over which locally made leather wallet fits better into their corporate “Detty December” gift packs.

“This December, I’m doing Nigerian gifts only,” she says, almost as if making a vow.

Across Lagos, Abuja, and Port Harcourt, these small decisions, multiplied by millions of diaspora returnees, revellers, gift-givers, tourists, and wedding guests, will fuel the biggest locally driven December economy Nigeria has seen in years.

Welcome to Detty December 2025: the moment when Nigerian artisans, manufacturers, fashion houses, skincare producers, food processors, and cultural brands are finally positioned to win big.

Why This December Is Different

While Detty December has always been an economic phenomenon, three new dynamics are making 2025 a breakout year for local industries:

1. Diaspora demand for authentic Nigerian-made products

Diaspora inflows typically peak in December (the World Bank estimates over $20 billion in annual remittances). This year, the trend is shifting from cash transfers to experience spending and shopping for culturally rooted products.

2. Inflation is changing consumer psychology

With high costs of imported goods, Nigerians are turning to high-quality local alternatives — in fashion, beauty, home goods, and textiles.

3. The “buy local” identity movement

Across TikTok, Instagram, and pop culture, Nigerian brands have become badges of belonging. Wearing or gifting local products is now part of the Detty December aesthetic.

Together, these forces are unlocking a massive opportunity across several homegrown industries.

The Local Industries Set to Boom This December

Fashion & Apparel — The Adire, Aso-Oke, and Ready-to-Wear Surge

December weddings, concerts, festivals, beach parties, and reunions spark demand for: Handcrafted Adire streetwear, Aso-oke jackets and caps, bespoke menswear and agbadas, Mass-market ready-to-wear party outfits and locally tailored suit sets.

Brands like Maki Oh, ONCHEK, Kkerele, ATAFO, OUCH, and Waf are set to benefit from: Bigger nightlife traffic, higher willingness to splurge, diaspora shoppers looking for premium quality, and corporate gifting demand.

Gift ideas: locally made T-shirts, heritage scarves, Ankara tote bags, mini-kimonos, handwoven caps, and statement leather belts.

Leather Goods – Nigeria’s Hidden December Goldmine

With Kano still one of West Africa’s strongest leather clusters, December becomes a peak season for: Shoes (formal, casual, luxury), travel bags & duffels, wallets, belts, laptop sleeves, African-inspired luxury accessories

Brands like K. Dongo, Morin.O, Ethnik, Krisitiana, and Zashadu are beginning to dominate the diaries of corporate gift planners and diaspora shoppers.

Why they’ll boom: Imported leather goods have become unaffordable, Nigeria’s leather quality is globally competitive and gift boxes and corporate hampers increasingly include local leather pieces

Gift ideas: small leather goods (SLGs) like card holders, wristlets, travel pouches, and premium handcrafted sandals.

Read also: Detty December: The season that wants your wallet

Beauty, Skincare & Wellness — The Clean, African Ingredient Wave

Detty December is not just for parties, it’s peak season for self-care, bridal showers, spa gifting, and wellness hampers.

Local brands using shea butter, black soap, turmeric, hibiscus, and coconut oil will surge, including: Narganics, Arami Essentials, Ajali, ORÍKÌ.

Why they’ll boom: Tourists & diaspora prefer culturally rooted skincare, influencer-driven demand, more women-led SMEs entering the sector and global recognition of African botanicals

Gift ideas: shea butter gift sets, scented oils, spa kits, handmade soaps, natural perfumes, and body scrubs.

Food, Drinks & Specialty Treats — The December Palate Goes Local

From suya spice jars to locally made wine, December fuels a culinary gold rush.

What will sell fast? Here: Packaged small chops and cocktail platters, premium palm wine, tigernut drinks, and craft beverages (hibiscus soda, zobo blends). Others are chocolate from Nigerian cocoa, packaged suya spice jars and chin-chin canisters and plantain chips in premium packs.

Gift ideas: mini hampers featuring Nigerian treats for the office or dinner table.

This sector wins because people host more, celebrate more, and gift more — and they want local flavour with premium packaging.

Home & Lifestyle Goods — Functional, Beautiful, Proudly Nigerian

From pottery to home fragrances, Nigerians are rediscovering local craftsmanship.

Booming sub-categories include: Handwoven baskets, locally made diffusers & candles, woodwork (decor, trays, furniture accents), woven rugs, Ankara cushions and mini art pieces & prints.

December traffic from house parties, home makeovers, weddings, and short-let seasonal stays boosts demand massively.

Gift ideas: scented candles, woven placemats, art prints, ceramic vases, table runners, and artisanal diffusers.

Event, Entertainment & Experience SMEs — The Silent Winners

Behind every December party is an SME industry that thrives quietly but powerfully: Photographers & videographers, makeup artists, event decorators, DJs, small-scale event managers, Amapiano dance instructors, security, transportation and short-let providers

Millions of diaspora visitors create a seasonal boom, and local businesses will feel the impact on pricing, bookings, and visibility.

The Economic Logic: Why Local Products Win in Festive Seasons

Three structural reasons drive local consumption in December:

1. Emotional buying

People want roots, identity, and connection — especially diaspora visitors. A well-made Nigerian product feels like home.

2. Convenience

Local shopping avoids import delays, long waits, and excessive FX costs.

3. Social signalling

Wearing Nigerian brands at December concerts, weddings, and clubs is a new prestige marker.

Local goods have moved from alternatives → to aspirational → to mainstream.

Gift Guide: The 15 Best Nigerian Gifts for Detty December

Here’s a curated list readers can use immediately:

Premium leather wallets Hand-dyed Adire outfits Mini perfume or diffuser sets Shea butter gift boxes Plantain chip canisters Cashew snack pouches Handcrafted sandals Ankara tote bags Art prints by young illustrators Made-in-Nigeria wine Gourmet suya spice jars Locally made notebooks & journals Zobo concentrate in glass bottles Luxury coconut-oil candles Curated “Nigerian Experience” gift cards (spas, restaurants, tours)

This December Belongs to Local Creators

From fashion to food to wellness, Nigerian SMEs are more prepared than ever to capture the December wave. The fundamentals are aligned: cultural pride, diaspora spending, affordability challenges, and a maturing local creative economy.

Detty December 2025 will not just be a season of parties; it will be a season of record-breaking revenue for Nigerian brands.

Local is no longer a fallback. Local is premium. Local is December’s biggest winner.

Stephen Onyekwelu is BusinessDay’s Strategy & Enterprise Delivery Executive, specialising in turning editorial vision into enterprise outcomes. A former Online News Editor and lead of the Go Local initiative (print, podcast & BDTV in partnership with Providus Bank), he blends investigative storytelling with platform strategy, conference design, and cross-functional delivery.

Join BusinessDay whatsapp Channel, to stay up to date