The Christmas season of 2023 painted a picture of economic resilience in the Bwari Area Council of the Federal Capital Territory (FCT), Nigeria, as several business owners reported robust profits despite widespread concerns about economic hardship. This positive trend emerged from interviews conducted by the News Agency of Nigeria (NAN), revealing a narrative of high customer patronage and bustling commercial activity. The festive period, typically marked by increased spending and social gatherings, proved to be a boon for businesses catering to the celebratory needs of the community.
Mrs. Bosede Bamidele, a restaurant and bar owner, shared her experience of unprecedented customer turnout during the Christmas celebrations. Her usual stock of beverages, comprising 50 crates of alcoholic drinks and 15 crates of soft drinks, which typically lasted for two days, was depleted within a mere 24 hours. This surge in demand necessitated continuous restocking to keep up with the influx of customers enjoying her establishment’s diverse menu. Bamidele expressed gratitude for the brisk business, highlighting that despite the prevailing economic challenges, people still prioritized leisure and celebration, which directly benefited her enterprise. This observation underscores the enduring importance of social gatherings and festive traditions, even amidst financial constraints.
The positive impact of the Christmas season extended to other sectors as well. Mr. Buhari Alhamdu, a tailor specializing in both male and female attire, reported working tirelessly in the lead-up to the festivities to meet the heightened demand. He employed additional staff to assist with the increased workload and strategically adjusted his pricing to reflect the rising cost of sewing materials. Despite increasing the price of a standard outfit from ₦5,000 to ₦7,000, Alhamdu experienced no decline in patronage and even gained new customers. This suggests a willingness among consumers to prioritize festive attire, even in the face of price adjustments. Alhamdu expressed satisfaction with his earnings after deducting expenses, demonstrating the profitability of catering to the festive market.
Miss Praise Moses, a hairdresser, shared a similar success story. She reported earning over ₦100,000 in just two days leading up to Christmas, a significant increase compared to her typical weekly earnings of less than ₦30,000. This surge in income was attributed to the influx of customers, particularly women seeking to enhance their appearance for the Christmas celebrations. Moses’s experience highlights the importance of the beauty and personal care sector during festive periods, as individuals prioritize grooming and self-presentation for social gatherings. Her anticipation of the Christmas period as a reliable source of income, regardless of the economic climate throughout the year, underscores the predictable nature of this seasonal demand.
These individual accounts of increased business activity during the Christmas season point to a broader trend of festive spending within the Bwari Area Council. The willingness of consumers to prioritize celebration and leisure, despite economic hardship, suggests a resilient spirit and a commitment to upholding traditions. This consumer behavior creates a vibrant market for businesses catering to festive needs, from food and beverages to clothing and personal care. The success stories of these entrepreneurs demonstrate the potential for profitability during festive periods, even in challenging economic times.
Madam Esther Izuogo, a resident of the area, offered her perspective on the observed trend. She noted that the flourishing of certain businesses during festive seasons is a common phenomenon, as Nigerians seek respite from the year’s challenges and embrace opportunities for celebration. This observation reinforces the cultural significance of festive periods as a time for relaxation, social interaction, and enjoyment. Izuogo’s commentary provides a valuable societal context for the economic activity witnessed during Christmas, highlighting the importance of these celebrations in Nigerian culture.
However, Izuogo also offered a cautionary note, advising against overspending during the festive season. She urged business owners who profited from the increased activity to utilize their earnings judiciously, prioritizing family needs and reinvesting in their businesses for future growth. This advice promotes financial responsibility and long-term planning, encouraging entrepreneurs to capitalize on the seasonal boost while maintaining a sustainable approach to business management. Izuogo’s perspective provides a balanced view of the economic landscape during the festive period, acknowledging the opportunities for profit while emphasizing the importance of prudent financial management. Her comments underscore the need for a sustainable approach to festive spending, both for consumers and businesses, ensuring that the celebratory spirit does not come at the expense of long-term financial well-being.
