Slow sales ahead of Valentine’s Day

CHARACTERISTIC of Valentine’s Day celebrations, major streets in Accra are usually awash with items associated with the occasion—but this year, the hype is noticeably lower.

Red balloons, flowers, and gifts occupy public spaces, while shops display huge hampers draped in red and filled with a variety of products. Valentine’s Day, celebrated on February 14, is a global festival for expressing love, affection, and admiration, evolving from a Christian feast day honouring martyrs.

During a visit to key streets in Accra, The Spectator observed that the low excitement for the event this year is reflected in the number of items on display and the pace of sales compared to previous years.

Some market women noted that Valentine’s Day has lost its relevance in the 21st century.

“The customers are discouraging us from displaying the items because they don’t buy,” one trader revealed.

Baaba Danso, Chief Executive Officer of Love and Care Gift Shop in Accra, confirmed the trend, saying people no longer buy Teddy bears, cards, and flowers; the only items still in demand are chocolates and toffees.

According to traders, many are opting for private ways to celebrate the day, avoiding public displays or traditional gifts. Despite the slow sales ahead of the day, vendors remain hopeful that business will pick up on February 14 itself.

By Linda Abrefi Wadie

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