It might seem premature to initiate discussions about December’s festivities, but considering last year’s monumental success—which analysts estimate generated over $71.6 million in revenue for just Lagos’s tourism, hospitality, and entertainment sectors—brands that have not yet launched their campaigns to capture this economic and cultural momentum are potentially lagging behind.
Detty December, the legendary end-of-year festive season spanning mid-December to early January, is a major cultural and economic phenomenon. It marks a significant time for both locals and the diaspora, often dubbed the “I Just Got Backs” (IJGBs), who return for family reunions, cultural reconnection, and a season of non-stop fun, luxury, and celebration. This invariably leads to massive spikes in local spending and provides substantial economic stimulus.
Far more than just a calendar event, Detty December has evolved into an economic powerhouse and a powerful cultural catalyst. The single most important demographic driving this transformation is Generation Z (Gen Z). This digitally-native cohort—comprising local youth and the diaspora IJGBs—does not merely participate in the season; they actively design the culture, dictate spending patterns, and amplify the global buzz. For brands aiming to capture relevance, revenue, and sustained market share, strategically leveraging this generation is the essential pathway to owning the moment.
Nigerian Gen Z are proven global trendsetters. Their ingenuity and creativity are constantly reshaping multiple sectors, including music, entertainment, hospitality, the creative economy, fashion, visual arts, and tech-driven entrepreneurship. They are the top catalysts instrumental in effectively repackaging the traditional holiday season into a high-octane celebration that powerfully portrays Nigerian excellence, creativity, and resilience to the world.
Detty December has, in effect, become Nigeria’s premier version of experiential tourism. The surge in visitor spending—on exclusive events, premium hospitality, high fashion, and luxury goods—injects billions of Naira into the economy. Gen Z, with their “balling” mentality and intrinsic Fear of Missing Out (FOMO), are the primary consumers of these high-ticket experiences. They are willing to invest significantly to create sharable, high-quality memories that validate their hustle and elevate their social standing.
This generation lives and breathes on social media platforms such as Instagram, TikTok, and X. Every meticulously planned concert outfit, exclusive beach party, and fine dining experience is thoughtfully curated for the feed. Crucially, they are not merely consumers; they are authentic content creators who instantly transform private experiences into viral, global moments. Consequently, a brand activation executed during Detty December is not simply a local event; it is an organic, global marketing campaign fueled by authentic User-Generated Content (UGC), which offers unparalleled organic reach and deep brand validation.
Gen Z’s spending is driven by a deeper, value-based desire for fulfillment, rather than shallow consumption. They seek authentic connection through music, a powerful celebration of community with friends and family, and a strong sense of self-expression through fashion. Brands that focus only on selling a transactional product will be overlooked; those that genuinely enable these core desires will effectively earn their long-term loyalty.
Detty December is also a prime opportunity to raise international awareness for Nigerian tourism, far transcending the immediate local revenue of businesses connected with hospitality and tourism, such as airlines, premium hospitality providers, and event organizers. By aggressively marketing a polished, anxiety-free, and exclusive package deal to the diaspora and global youth in key target cities right now, brands can convert the current global buzz into confirmed bookings, significantly increasing the number of high-spending visitors and cementing “Detty December” as a world-class, premium experiential tourism product – again with Gen Z at the core driving this.
To successfully translate this cultural influence into measurable brand success, marketing efforts must be strategically segmented, speaking directly to the different Gen Z profiles driving the season.
The Gen Z who is the digital creative and side-hustle CEO actively monetizes the festive energy. The Digital Creative (stylists, videographers, influencers) seeks platforms for genuine self-expression, while the Side-Hustle CEO (event planners, small business owners) needs concrete opportunities for networking and status enhancement. Brands should look at sponsoring professional content creation hubs or immersive pop-up experiences specifically designed for high-quality photo shoots and elite networking. For instance, financial institutions could host events that cleverly blend entrepreneurship workshops with exclusive, A-list parties. Offering small business grants or masterclasses is another highly effective strategy.
The connected consumer and roots reconnecter Gen Z category consists of two distinct yet overlapping groups whose festive motivations center on social validation and cultural immersion. The Connected Consumer focuses intensely on attending the most exclusive events and owning the latest fashion drops to maintain social currency. Conversely, The Roots Reconnecter (IJGBs) is driven primarily by cultural nostalgia and a strong desire for an authentic homecoming experience. Brands can co-create exclusive, limited-edition merchandise with top local designers, tapping directly into the fashion currency of the moment. For IJGBs, brands can partner with reliable logistics and hospitality services, such as premium car rentals or vetted short-let platforms, to simplify the often-complex travel and homecoming process, effectively positioning their brand as the ultimate festive companion.
The Gen Z who are conscious achievers are acutely aware of social and environmental issues. They overwhelmingly favor brands that demonstrate genuine authenticity and purpose over mere profit. To connect with this category, brands must seamlessly integrate a meaningful social or environmental purpose into their festive activities. A beverage company, for example, could host a “Detty, Not Dirty” campaign that organizes community beach cleanups which then culminates in a private party for volunteers. This successfully combines fun with environmental responsibility, directly resonating with the younger consumer’s value-driven decision-making process.
The investment in Detty December must not be viewed as a seasonal, short-term expense but rather as a crucial, long-term cultural investment. By co-sponsoring the biggest concerts, facilitating community-focused creative activities, and celebrating Nigerian fashion and art, brands successfully transition into being cultural connectors. They move from merely being a product on the shelf to becoming a vital, celebrated part of the Nigerian youth’s most anticipated moment of the entire year. In the modern age of authenticity, strategically leveraging Gen Z—the true architects of the Detty December vibe—is the definitive brand strategy for achieving and maintaining enduring relevance.
Nosa Iyamu is the Chief Executive Officer of IVI PR