The festive season is here again, a time when families come together, towns and cities come alive with vibrant celebrations, and markets buzz with activity. For many Nigerians, however, the joyous atmosphere is tempered by the harsh reality of a rising cost of living. With inflation biting hard and essential commodities becoming more expensive, the question remains: how do people still manage to celebrate and make the season memorable?
The Pressure to Celebrate
In Nigeria, the festive season is not just about merrymaking; it is deeply cultural. Christmas and New Year festivities, particularly, hold great significance for many families, especially those returning to their hometowns. These celebrations come with high expectations: new clothes, lavish meals, decorations, and gifts for loved ones.
Yet, these traditions are proving harder to sustain as prices for food, fuel, and transport climb. In October 2024, inflation was recorded at over 24%, with staples like rice, oil, and protein experiencing sharp price increases. Transport fares also soared due to the removal of fuel subsidies earlier this year. Many households are forced to stretch already tight budgets.
Still, for most Nigerians, “cutting out the celebrations” is not an option. The societal expectation to show up and show out is immense, with many feeling pressure to maintain appearances regardless of their financial realities.
Creative Coping Strategies
Nigerians are known for their resilience, and this festive season is proving no different. Families are adopting creative ways to cope with the economic crunch while keeping the celebrations alive:
- Bulk Buying and Sharing
Communities and families are pooling resources to buy items in bulk, such as bags of rice, cartons of drinks, or livestock, and splitting the costs. “Buying a full cow alone is expensive, but when ten families share the cost, it becomes manageable,” says Chidinma Nwosu, a trader in Onitsha. - DIY Decorations and Clothing
Rather than splurging on store-bought decorations or expensive outfits, many are turning to do-it-yourself alternatives. Tailors are modifying old fabrics into new designs, and households are recycling old Christmas lights and ornaments. - Alternative Festive Meals
While jollof rice and chicken remain staples, some families are exploring less costly meal options. “We can’t afford a full chicken this year, so we’re making fish pepper soup and white rice instead,” explains Adewale Akinrinade, a civil servant in Ibadan. - Staggered Celebrations
Some families have embraced the idea of spreading celebrations over several weeks. For instance, a family may choose to host their reunion after Christmas, when transport fares drop, and markets offer post-holiday discounts.
Prioritizing Experiences Over Extravagance
Interestingly, many Nigerians are beginning to prioritize experiences over material displays. Community carols, church programs, and neighborhood dance competitions offer low-cost avenues for entertainment.
“It’s not about how much you spend but about the memories you create,” says Blessing Omotayo, a teacher in Lagos. “We spend time playing board games and telling stories. The children love it, and it costs nothing.”
Rising Role of Social Media
Social media platforms have also played a significant role in redefining festive celebrations. Online thrift stores are booming as more people hunt for affordable holiday outfits and decorations. Additionally, groups and influencers share budgeting tips, cheap recipe ideas, and money-saving hacks for the season.
Challenges and Sacrifices
Despite these adaptive measures, sacrifices are inevitable. Some families have had to forgo traditional travels to ancestral homes due to high transportation costs. Others have canceled plans for large gatherings, opting for smaller, more intimate celebrations.
“Last year, I spent over ₦100,000 traveling to my village with my family. This year, I am sending money to my parents instead. It’s painful, but we have to be realistic,” laments Ifeanyi Okeke, a Lagos-based engineer.
A Call for Support
As Nigerians navigate this challenging festive season, many are calling for more government interventions to ease the cost of living. Programs that provide subsidized food or transport vouchers during the holidays could go a long way in alleviating the financial burden on families.
Meanwhile, non-profits and religious organizations have stepped up, organizing food drives and charity events. In Abuja, for instance, a local church distributed food packages to over 500 families in need.
The Spirit of Resilience
Despite the economic challenges, one thing remains clear: the Nigerian spirit is unyielding. Families are finding ways to make the best of the situation, proving that the essence of the festive season lies not in extravagance but in togetherness, love, and shared joy.
As the lights twinkle and carols ring out across towns and cities, Nigerians remind the world that even in tough times, the celebration of life and community prevails. It may not be a “perfect” holiday, but it will undoubtedly be one filled with ingenuity, resilience, and heartfelt moments.
This festive season, how are you navigating the rising cost of living? Share your tips and stories with us!
