The Art of “Give Me Something First Na!” – Understanding the Nigerian Consumer’s Love for Giveaways and How Brands Can Do It Better

Walk into a Nigerian market and ask for the price of anything. Once you hesitate, you’ll most likely hear: “Aunty, take this one now, I go do you well.” It’s not just about the money. It’s about the gesture. The ego-patting, “I see you” energy. Nigerians don’t just love free stuff, they are emotionally wired for giveaways. From radio call-ins to Instagram raffles, to that cousin’s wedding you attended solely for the souvenir, giveaways tap into a deep cultural rhythm of receiving before committing. It’s the unspoken law of our economic trust system: “Show me say you care first… then maybe I go ride with you.” But for brands, this habit can become tricky. How do you give generously without encouraging a freeloading audience? How do you build loyalty, not just social clout? The Problem: Loyalty vs Freebies Most Nigerians say they value quality. But in reality, many chase the loudest giveaway on the timeline, not the brand that’s been consistent for years. So, as a brand, how do you win attention without losing long-term value? 3 Realistic Strategies for Smarter Giveaways 1. Reward the Right Behaviour Not all giveaway entries should be random. Instead of “Tag 10 friends,” try: Spend ₦10K this month, and we’ll give you ₦2K. This reverse giveaway flips the script, earn before reward. It’s loyalty-based, not lottery-based. 2. Make it Personal, Not Just Big Instead of one loud, expensive winner, try smaller, targeted moments: Nominate someone who deserves a joy package this week.  People connect more with stories than with shiny numbers. 3. Build a Giveaway Ladder Use giveaways as a funnel, not a final destination. Start with a gift, not a request. Instead of Sign up now, try: We dey dash 1GB, just click. Lead with generosity, then guide users through a journey: → Gift → Onboard → Engage → Reward again. It works because Nigerians respond better to “free” than “subscribe.” Simple. Effective. Trust-first. Final Thoughts In a country where even the richest still enjoy “awoof,” giveaways are not going anywhere. But smart brands won’t just dash things for clout, they’ll build systems, funnels, and stories that give with purpose. So the next time you run a promo, ask yourself: Am I building loyalty or just being loud? Because in Nigeria, free can get you seen. But value is what makes you stay. By Sharon Olajide-Ajire