…It’s more about recognition than gifts – Fatayo
Technology is changing the colour of everything in the country, even to the point of food that people eat these days.
In the past, people used to give out physical cards and flowers during Valentine periods, but these days, love messages are sent through the phones with all the embellishments of ‘emojis’ on social media platforms to convey the message of love.
While celebration of special moments and every other thing may have shifted from the usual brick and mortal space to virtual spaces – the act of love itself characterised with caring, gifting and emotional support remains what it is.
Today, the internet influences our dating lives, and Valentine’s Day is no different. Hence, it is commonplace to receive a curated collection of gift items, especially electronic cards (eCards) conveying different types of messages that speak to individual needs.
“We’ve curated an elegant set of eCards for Valentine’s Day, created just for you to share your wishes with ease and style.
“Browse the collection and choose the one that best reflects what you’d like to convey,” 123 Greetings, a digital gifting site wrote in a mail sent out for Valentine.
Similarly, the micro blogging sites have all taken the digital experiences even more pedestrian to the ‘likes’, ‘sharing’ and ‘following’ now used to convey affectionate messages.
So, it is not surprising to see people demand for likes, shares or following, as a way of showing love; away from the physical or eGifts.
A recent survey on Bumble, indicated that matches increased in the U.S. in January 2026 compared to December 2025, suggesting that single people want a Valentine’s Day date.
Also, internal data from Tinder indicated that over 298 million more Likes are exchanged, and over 2.1 million more daily messages are sent during Valentine than the rest of the year.
Another data by Hinge revealed that in the two weeks leading to Valentine’s Day 2024, Likes sent grew by 28 percent, and matches increased by 17 percent compared to the same period in 2023.
But with the increasing cost of living across Nigeria, it is now commonplace for people – especially millennials to take and keep their Valentine’s celebration on the digital space.
And the reasons are easy to come by. The digital spaces only required data – no physical space required, no need for the price gouging effect that comes with visiting a restaurant.
Literally speaking, the digital space helps in halving if not eliminating the struggle many would have had with choice of location, costs and the search for other cheaper venues.
But the question is; has love gone to bed now that we have taken romance online? Or is love also in search of cheaper alternatives? And, if so, what will our Valentine’s Day begin to look like?
“Valentine’s season is here again, and for me, it always comes with mixed feelings,” Omolabake Fatayo, founder, Stravigo Ventures Limited, a PR and marketing agency, said.
According to her, the world suddenly wants to talk about love, flowers, and grand gestures during Valentine.
But the truth is, people should not necessarily wait for February 14 or any time of the year to show love and affection. “For me, it’s a reminder that men, just like women, deserve to feel appreciated.
“Looking at my husband, I see how much he values thoughtfulness, how much he wants to be recognized and not just relied on to provide,” Fatayo said.
But a Port-Harcourt-based Youth Corps member disclosed to BusinessDay that she has not had a memorable Valentine’s celebration.
“Honestly, I have not experienced Val like that,” says Amaka, adding that the first time she received a Valentine-related gift was in 2025, while she was teaching in Owerri, long before she was mobilised for her national youth service.
“It was even last year own I can tell u a copper gifted me. And the copper na Yoruba guy,” she added.
Read also: The business of love: What valentine’s day really costs young Nigerians
The cost effect of Valentine
“I also have to say, I am glad the money-on-flowers cash bouquet thing has been banned,” Fatayo said.
According to her, flowers alone are beautiful, fragrant, and meaningful, but when Naira notes become part of the bouquet, it feels empty.
She added that it turns a personal sentiment into a performance of wealth. “Valentine should feel personal and thoughtful, not like a social media stunt,” she says.
Many Nigerians started January with resolutions to build an emergency fund, save consistently, plan trips, or simply try to develop better money habits in 2026.
However, it is believed that these goals should not just disappear because one big celebration is about the corner.
Valentine’s Day is just one moment in a year filled with many celebratory seasons. It is one of those seasons where spending feels inevitable.
Gifts are exchanged, love stories are shared, and transfers also move quickly between both sexes.
“What I’ve noticed is that a lot of people mistake Valentine’s for proving love in big, flashy ways. That is not it,” Fatayo said.
She said that if someone only reaches out when they need something or only tries to make an individual feel better as a way to make up for a mistake; then the feeling is not real. “Real care is steady and consistent.”
According to her, Valentine’s is a moment to pause and reflect on the people who show up for us, the people whose presence matters even when nothing is perfect or dramatic.
“Having gone through the dating phase and now being married, I’ve realised this season is more about recognition than gifts,” she says.
She added that in Nigeria, where men are mostly seen as providers, Valentine’s is a chance to remind them they are valued for themselves.
“Men in our lives deserve acknowledgment for who they are, not what they can do or buy. A simple message, a warm gesture, or just being present counts for more than any bouquet or dinner,” Fatayo said.
But, Olorunfemi Hanson, head of marketing and communication, PalmPay, said a more practical question people should ask once the Valentine’s excitement settles is: “Did you only spend or did you save too?
‘Because, while spending for love is normal, smart money habits are what help you stay balanced until your next pay day,” Hanson said.
Romance through the screen
With so much of our dating lives influenced by the internet, with dating apps helping to move courtship online on the back of COVID-19 restrictions – many have embraced the remote Valentine’s celebrations.
“Online or long-distance dating isn’t a new initiative,” says Adewale, a Lagos-based entrepreneur, who once dated a lady he met on 2go a few years ago.
He disclosed that after dating each other for some months online, the lady requested to come visit him in Lagos.
“She initiated our first and only visit in 2005; that was after we have known each other for about six months on 2go,” he said, indicating celebrating Valentine’s Day with his long-distance partner before agreeing to meet physically.
The new frontier of digital intimacy or digital romances are not just for those unable to spend time together due to location, nor limited to Valentine’s Day.
Today, couples who stay apart either due to work-related separation or school can invite the digital world into their relationship in various ways.
In today’s world, the distinction between digital intimacy and physical, in-person intimacy has become blurred thanks to the use of technology and its advancement in relationships.
Lovers can now bridge long-distance digitally via video calls and other digital means of communication.
Similarly, there is a growing interest in emerging forms of sex tech — sexual technologies that promote emotional connection in addition to (remote) physical closeness.
Engagement with sex tech has risen among American adults, suggesting a noticeable shift in the way Americans view intimacy, as well as weakening stigmatisation of digital intimacy.
Today, people can basically buy a touch bracelet for their loved ones, or have a date night together in the VR world, or FaceTime each other.
Also, lovers can watch movies together on streaming platforms or play video games together to help deepen their bond.
According to Fatayo, Valentine’s season can be meaningful if people pay attention to what matters. She said that Val celebration should be about presence, acknowledgment, and consistency.
“Whether you are dating in Lagos, living in Abuja, or married in Port Harcourt, it’s a time to appreciate men and women alike for who they are, not just what they give. It’s a reminder that everyone just wants to feel seen and valued,” Fatayo said.
When Valentine spending meets smart saving
From transfers for gifts to payments for dates, Valentine’s Day comes with a spike in transactions.
And for many, February can quietly become one of the most expensive months of the year, especially after enduring the longest months of the year – January, considered to be about ’40’ days.
That’s why more people are looking for simple ways to save money in Nigeria without disrupting their lifestyle.
According to Hanson, people do not have to break through the bank to save, because features like PalmPay’s Spend & Save make that possible.
He added that instead of waiting for the perfect time to save, money is set alongside everyday spending. “Transfers, gifts, and bill payments will still happen but your savings grow quietly.”
According to him, people can tap into the PalmPay initiative to celebrate their love stories on the digital space. “This Valentine season, PalmPay is celebrating authentic love stories through the #LoveWithPalmPay campaign, running from February 9th to 21st across social media platforms.
“Each week, four winners receive N100,000, for two weeks, creating a total prize pool of N800,000,” he said.
According to him, users are encouraged to share their love stories while showing PalmPay in action whether it’s sending money for a thoughtful gift or making those relatable ‘urgent 2k’ transfers that’s always right on time when it matters most.
“Love evolves, and so do relationships. From dating to parenthood, the small money moments we share every day play a big role in keeping us connected,” Hanson said.
He added that beyond facilitating transactions, PalmPay is rewarding users for the everyday ways they show love and support the ones they love.
According to him, PalmPay savings platform offers high interest options that support both short-term and long-term financial goals.
“Because the smartest way to use a savings app in Nigeria isn’t to stop spending completely, it’s to create a system where spending and saving can happen together,” Hanson said.
