Economic side of weddings in Nigeria

The Nigerian wedding is fast becoming a sector of great profit to the labour market; it has, over time, evolved from being just a family affair to a grand-styled event that could take months or even years to plan as it is now an eye into perfection, elegance and glamour and market research indicates that getting married in Nigeria is big business and is worth millions of dollars.

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Nigerian weddings have been known to cost as high as $55,478.60 (N20 million) and even higher to the tune of $277,393 (N100 million). It was reported that the son of one of Africa’s richest women, Folorunsho Alakija’s wedding in June 2018 cost $6.3 million and it featured one million roses by celebrity florist, Jeff Leatham, a 12ft-tall cake and a performance by Robin Thicke at the venue, which cost $43,000.

The Nigerian wedding industry has evolved to become one of the major contributors to Nigeria’s economy, creating lucrative business opportunities in the hair, make-up, bridal gowns and accessories, photography, and the catering sectors.

A particular bride’s mother, in a discussion with her friends, said her son’s wedding hall went for about N350,000 while another newly-married booked hers for N100,000. Depending on what the couple and their families want, some use venues cheaper or more expensive than that ranging from halls to fields and beaches for the outdoor lovers.

Consequently, the families and the couple getting married need to accentuate their clothing colours with the decorations that fit into their venue. A wedding ceremony in a very large hall would take more drapes and time to fix. The more the decorations, the higher the amount paid to whoever handles it.  Sometimes, the couple gets lucky and save money when their friends or relatives can handle the planning. Hence, the service of an event planner becomes unnecessary.

The newest activity chipped into Nigerian weddings of these days is the pre-wedding event. It used to be just introduction between families that costs the families little or nothing because all they need to provide would be the traditional prayer materials with reference to the Yoruba culture; salt, kolanut, bitter kola, and palm wine, which the Easterners, especially the Igbos, make use of too.  Nowadays, the pre-wedding activities include the introduction, pre-wedding photoshoot, bridal shower, sometimes bachelor’s party and finally the traditional wedding known as the engagement ceremony. The modernism of this century is gradually making the proposal a big event too already. All these pre-wedding activities have made weddings a money spinner for those in the business. There is now a large business chain within the wedding industry.

As cumbersome as it seems, to make all these things happen in few weeks, or months for those who have to plan their weddings in haste, the jobs for every stage has been created. Souvenirs drinks, confectioneries and catering companies generally are examples of the industries that Nigerian weddings have added importance too; creating a source of wealth for people.

Choosing an aspect of the wedding as a business today does not only add glamour, but is now a source of livelihood and wealth to artisans.

Favour Boluwade,

Ibadan.

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