For decades, Valentine’s Day marketing has leaned heavily on the language of romantic couples, often leaving little room for other expressions of love that define everyday life. This year, Konga is deliberately rewriting that narrative.
With the launch of its Valentine campaign, “Black Valentine: Special Love Series,” Nigeria’s leading composite e-commerce giant is expanding the meaning of the season—placing self-care, family, friendship, and practical affection at the heart of the celebration.
Running from February 1 to 16, 2026, the campaign reflects a strategic and empathetic understanding of how Nigerians relate to Valentine’s Day in today’s economic and social climate.
Rather than centring love solely on romantic gestures, Konga positions it as intentional care, expressed through personal upgrades, thoughtful gifting, and meeting everyday needs without financial strain.
To support this broader interpretation, the campaign offers discounts of up to 60 per cent, alongside same-day delivery across popular categories such as Home and Kitchen, Computing, Electronics, Beauty, and Personal Care.
The result is a Valentine experience that is not only inclusive but also practical, allowing customers to celebrate love in ways that feel meaningful, accessible, and relevant to their realities.
Traditionally, February’s marketing focus leans heavily on coupledom. However, demographic realities and evolving social trends present a compelling case for a more inclusive approach.
Recent analyses and lifestyle surveys indicate that a substantial portion of Nigeria’s young, urban, and economically active population is single.
This group is not defined by a lack, but by independence, self-investment, and discretionary spending power. They are tech-savvy, and increasingly prioritising wellness, personal grooming, and the curation of their living spaces.
Konga’s Black Valentine campaign is a direct response to this consumer insight, reframing the season as a period for self-appreciation and and create a more inclusive shopping experience that resonates with both singles and those in relationships.
“The narrative around Valentine’s Day needs expansion,” says Irfan Vayani, Senior Vice President at Konga. “Love is multifaceted, and the most foundational relationship one can nurture is the one with oneself.
“Black Valentine is our way of honouring every individual’s journey. It’s a campaign built on the principle that whether you’re single, coupled, or simply focused on your own growth, you deserve to celebrate your worth. We are creating a platform for people to invest in their happiness, comfort, and aspirations on their own terms.”
Beyond price incentives, the Black Valentine campaign is supported by a comprehensive omnichannel marketing drive, spanning digital advertising, social media engagement, influencer collaborations, and on-platform promotions.
This integrated approach ensures extensive reach, sustained visibility, and strong conversion across Konga’s expansive customer base, which spans millions of shoppers nationwide.
The campaign also reflects broader shifts in consumer behaviour, where shopping is increasingly tied to emotional fulfilment, lifestyle expression, and convenience.
In a market where digital adoption continues to rise, Konga remains at the forefront, leveraging technology, logistics infrastructure, and customer insights to deliver seamless shopping experiences at scale.
By championing self-love alongside romantic gifting, Konga is positioning Black Valentine not just as a seasonal promotion, but as a lifestyle statement, one that encourages individuals to prioritise wellbeing, confidence, and intentional living.
This approach aligns strongly with global retail trends, where self-care, personal development, and emotional wellness are becoming central drivers of consumer purchasing decisions.
As Nigeria’s leading composite e-commerce ecosystem, Konga continues to set the pace in innovation, customer-centric retail, and market leadership.
The Black Valentine: Special Love Series reinforces this positioning, combining compelling discounts, inclusive messaging, and a robust digital platform to deliver a campaign that resonates emotionally while driving measurable commercial outcomes.
Customers can access the Black Valentine deals exclusively on Konga.com and across the Konga mobile app, with offers available for a limited time.
With significant savings, wide product selection, and seamless delivery, the campaign presents an unmissable opportunity for Nigerians to celebrate themselves this Valentine season.
