December in Lagos is not exactly a month. It is an endurance test period with good music.
Restaurants fill up, Shortlets get booked, Salons start taking appointments weeks ahead.
Photographers receive “Please, are you available on the 24th?” messages when they have been fully booked since October. And somewhere between Christmas parties, weddings, concerts and family visits, thousands of people are looking for somewhere to eat, stay, relax, take pictures or simply have a good time.
That is what makes Detty December marketing such a big opportunity for Lagos businesses.
The opportunity is not just about getting more customers in December. It is about understanding who is coming into the city, making your business easy to discover, preparing for the rush and giving customers a reason to remember you after the festivities are over.
Who is coming to Lagos in December?
The first thing businesses need to understand is that the December customer is not one specific person.
There are Lagos residents looking for places to eat and things to do.
There are Nigerians travelling home from the diaspora to see family and friends. There are domestic visitors coming into Lagos for events, weddings and holidays. There are also international visitors attracted by Nigeria's music, culture, nightlife and festive atmosphere.
On the 2025 season illustrates just how significant the movement can be. Radio Nigeria described Lagos as a major destination for Nigerians returning from abroad during the festive period, while Channels Television reported that diaspora Nigerians and tourists were among those descending on the city for the holidays and they do not all want the same thing.
Someone returning from London might be searching for a reliable short-let in Lekki. Friends in Lagos might be looking for a club for fun. Photographer for a Christmas-themed shoot. Someone attending a wedding might need a last-minute salon appointment.
Marketing becomes stronger when you market the experience people are actually looking for, not simply the product you want to sell.
Make your business easy to find before December gets crazy
You can have the most beautiful restaurant, salon or short-let in Lagos, but it does not help much if nobody can find you.
This is where local search matters.
For businesses with a physical location or eligible service area, a properly set-up and verified Google Business Profile can help customers find them through Google Search and Google Maps.
Businesses can display important information such as their location, opening hours, website, photos and reviews.
Before December, check the basics:
- Your correct business or brand name
- Accurate and precise location
- Operation hours
- Photos showing product or services
- A reliable and easy source of contact
- December or holiday hours clearly communicated
- Booking, Ordering or Website link
Google also allows eligible businesses to add links that can help customers book appointments, make reservations, order food or place other types of orders directly from their profile.
Then there is INSTAGRAM.
For many Lagos businesses, Instagram is not just a social platform; it is a visual shop window. A potential customer should be able to visit your page and quickly understand what you offer, where you are, what it looks like and how to book.
Do not make December customers dig through 47 posts to find your price list.
Use event listings, discounts, promo sales and December content to get discovered
December customers are often planning ahead.
They may search for Christmas events, restaurants, lounges, photographers, salons, short-let and activities before they arrive in Lagos.
That means your business should not wait until December 20 to announce that you have a December package.
Start communicating early!!!
Create content around questions customers are already asking:
“Where can I have Christmas dinner in Lagos?”
“What should I book before travelling to Lagos for December?”
“Looking for a photographer for your December shoot?”
“Need a salon appointment before Christmas?”
If your business is connected to an event, festival, wedding or experience, look for legitimate event calendars and listing platforms where your target customers are already searching.
The goal is simple: be visible while people are making plans, not only when their plans are already made.
Create December packages without overcharging
Customers understand seasonal pricing when there is a clear reason for it. What creates frustration is surprising people with unexplained charges after they have already committed.
Instead, create clear December packages.
A restaurant might offer a group dining package. A salon could create a Christmas glam package. A photographer might offer a mini festive shoot. A shortlet could provide different options based on length of stay or included services.
For example:
December Mini Shoot
30-minute session + 10 edited pictures
Christmas Glam Package
Hair + makeup + simple styling
Friends' Dinner Package
Table reservation + selected meals + drinks
The important thing is to communicate exactly what customers are paying for.
And remember that affordability can itself be a marketing strategy. Not everyone coming to Lagos for December has an unlimited budget. Offering different price points allows more customers to participate without making the brand look cheap.
Prepare your staff, bookings and boundaries
December digital marketing is exciting until the DMs start arriving at 1:00 a.m.
“Are you available tomorrow?”
“Can you squeeze me in?”
“Please, it's just one person.”
This is where preparation matters.
Businesses should know their maximum daily capacity before December begins. If a salon can comfortably handle 15 appointments a day, booking 25 because demand is high may create longer waiting times, exhausted staff and unhappy customers.
Restaurants should plan around reservations and peak periods. Photographers should maintain a proper booking calendar. Short-let operators should have clear check-in, check-out and house rules.
And when you are fully booked, say so clearly and politely.
Instead of leaving customers on read, try:
“Thank you for reaching out. We are fully booked for December 23, but we currently have availability on December 26 and 27.”
That small difference turns “no” into useful customer service.
You can also create a waiting list for cancellations.
The goal is not to accept every possible booking. It is to handle the bookings you accept well.
Turn December visitors into next year's customers
This may be the part many businesses overlook.
A customer visits your restaurant in December, takes pictures, enjoys the food and goes home. Then January arrives and the relationship disappears.
Why?
You had their attention. You should have built a relationship.
With the customer's permission and appropriate data practices, collect useful contact information through your normal booking or loyalty process. Follow up after the visit. Thank customers for choosing you. Encourage reviews. Share relevant updates and, when appropriate, let past customers know about future offers.
A photographer can remind December clients about birthdays, Valentine's Day or graduation shoots.
A salon can promote future appointment packages.
A restaurant can invite previous customers to upcoming tasting events.
A short-let can make it easy for satisfied guests to enquire about their next visit.
Your aim should be to turn:
December visitor → first-time customer → returning customer.
That is much more valuable than chasing a new customer from scratch every December.
Give customers a reason to remember you
The busiest businesses are not necessarily the ones with the biggest advertising budgets.
Sometimes, it is the small details people remember.
During Detty December, customers have plenty of choices. A memorable experience gives them something to talk about — and potentially something to recommend.
And recommendations matter because people often ask friends, family and social media followers where they should go.
Start Digital marketing before the December rush
One of the biggest mistakes a Lagos business can make is waiting until December to start preparing for December.
By then, customers may already have booked their photographer, accommodation, restaurant reservations and beauty appointments.
Start earlier.
- October: Prepare packages, update listings, create content and confirm capacity.
- Early November: Begin promoting December offers and taking bookings.
- Late November: Push availability, FAQs, testimonials and useful planning content.
- December: Focus on customer experience, real-time updates and user-generated content.
- January: Follow up with customers, collect feedback and promote your next relevant offer.
This approach makes December less chaotic because customers are not discovering your business at the exact same time you are trying to figure out what you are offering.
Detty December marketing is bigger than December
Lagos' festive season has become a significant part of the city's tourism, hospitality and entertainment economy. Reporting on the 2025 season cited substantial visitor activity and consumer spending, with diaspora visitors accounting for a large share of spending.
But the opportunity for a small business is not simply to make as many sales as possible in one month.
It is to use the attention December brings to build something that lasts.
Get your business visible on Google Maps and Instagram. Make your offers clear. Give customers realistic prices and easy booking options. Prepare your team before the rush begins. Know when you are full and communicate it professionally.
Most importantly, don't let your December customers become January strangers.
Detty December may bring the crowd, but good digital marketing gives them a reason to come back.
Frequently asked questions
What is Detty December marketing?
Detty December marketing is technically how Lagos businesses attract and keep customers during the festive season, when residents and visitors all look for places to eat and things to do. It means being easy to find and ready for the rush before December begins.
When should a Lagos business start preparing for Detty December?
Start in October. That is when you prepare your packages and confirm how many customers you can handle. Begin promoting December offers and taking bookings in early November, because some customers have already booked by the time December arrives.
How do customers find my business during Detty December?
Start with Google Maps and Instagram. A verified Google Business Profile with correct opening hours and a booking or ordering link helps people find you and act quickly. On Instagram, make your offers and booking details easy to see without scrolling through old posts.
How do I handle too many bookings during Detty December?
Know your maximum daily capacity before the season starts and do not go above it. If a salon can comfortably handle 15 appointments a day, booking 25 means longer waits and tired staff. When you are full, say so politely and offer other dates, then keep a waiting list for cancellations.
How do I get December visitors to come back in January?
Collect contact details through your normal booking or loyalty process, with the customer's permission. Then follow up after the visit to thank them and ask for a review. A photographer can remind clients about birthdays or graduation shoots, and a restaurant can invite past customers to tasting events.
Can I charge more during Detty December?
Yes, if you are clear about why. Customers accept seasonal pricing when there is a reason for it, and they get frustrated by unexplained charges after they have committed. Create clear December packages that say exactly what is included, and offer different price points so more customers can take part.
