Detty December: Culture, Capital, and the Cost of Celebration

December 23, 2025

The yuletide season in different locations usually means different things. It was once understood primarily as a time for family. A period of homecoming, shared meals, laughter around dining tables, and the kind of intentional togetherness that slowed the rush of everyday life.

But if you live in West Africa, have affiliations with this side of the continent, or are tuned into West African content across social media platforms, you would know that in recent years this narrative has shifted. Yes, it is still a period of homecoming and togetherness. But why spend the day enjoying a slow moment with family when you could be outside, going to places you may not have the opportunity to visit in the other eleven months of the year?

This tradition has gradually morphed into what we now know as Detty December. But how did it really start? Are there subtle economic and cultural shifts happening in the background during this period? And as global stars of African descent continue to tag, return to, and build their end-of-year plans around Africa, how is Detty December projected to grow in the coming years?

Where Did #DettyDecember Come From?

‘Detty’ in Pidgin English is a playful way of saying ‘dirty’. Its all about letting loose and stepping fully into the fun of the moment. Placing both words side by side, Detty December simply means, a period to let loose, spend tons of money and simply have fun. Since its the last month of the year, it’s also the perfect way to unwind. While the definition is clear, how it became a tagline for the festive season in West Africa, isn’t.

Some people trace its origins to the Afrobeats artist ‘Mr Eazi’. Pointing to his 2016 concert in Lagos and his song ‘Detty Yaself’. Now the album that contained this song was quite popular, so was the flyer which he created which contained the hashtag #dettydecember. So it did well to popularize the term. However, there are other traces, far back as 2011 when the calabar carnival was in its prime. And in 2019 when the entertainment company Livespot 360 officially registered ‘Detty December’ as a trademark for events and entertainment. Regardless of how the tagline became a headline, it is an indisputable fact that it was first used to promote events and entertainments in Nigeria before it spread to other parts of the continent. The rise of Afrobeats to the global stage, also helped in solidifying the Detty December stamp in Nigeria. With many people and celebrities coming to Lagos, Nigeria to host concerts or experience a Christmas like no other on the continent. Other West African countries like Ghana, are also on the bandwagon. Since it coincides with Ghana’s Year of Return, a lot of events like AfroFuture and Afro Nation also paint the perfect picture of what an African Christmas should look like.

The Business of December Celebrations

December in West Africa is a period of cultural excellence, fun and a lot of concerts. But the main driver of the season behind the scenes is actually money. How much can be made and how much can be spent. Before the popularization of Detty December, the festive period was already heavily commercialized. With artists hosting concerts and people in specific sectors (ie hospitality, food, fashion and entertainment) working overtime to make the season a success. With the rise of the season however, the commercial nature of December, exploded. Most people in the mentioned sectors have reported to earn over 40% increase in their income during this period. This commercialization usually follows a familiar pattern.

The commercialization of Detty December usually follows a familiar pattern:

Early anticipation – Pre-season planning and purchases of gifts, food, outfits, and tickets to avoid last-minute price surges.
High-demand events – Concerts, beach parties, rooftop shows, and festivals capitalize on the festive crowd, often featuring high-profile artists and international DJs.
Price inflation – Scarcity drives up prices for transportation, accommodation, food, and event entry.
Social amplification – Social media buzz, influencer promotions, and celebrity attendance increase hype and encourage both locals and tourists to spend more.
Full-cycle economic impact – The increased spending feeds back into the economy, benefiting businesses of all sizes, from large event organizers to small vendors.

This commercial frenzy is backed by real numbers. In Lagos, the 2024 Detty December festivities generated over $71.6 million in revenue across tourism, hospitality, and entertainment, with hotels contributing more than $44 million and short let apartments adding over $13 million. Around 1.2 million visitors flooded the city, many of them returning diaspora or international tourists, driving occupancy rates and spending across multiple sectors. These numbers are not restricted to Nigeria alone. In Ghana, Detty December coincides with the Year of Return Celebrations. Merging tourism, culture and nightlife into an extended festival. Many businesses report earning up to 40% of their annual revenue during this period, as international visitors, returning Ghanaians, and local party-goers converge on cities like Accra. The combination of Detty December and Year of Return makes the festive season a massive economic boost, with hotels, restaurants, and event organizers benefiting disproportionately.

These words are backed by serious figures. Lagos alone recorded over $71.6 million in 2024 from hotels, short-lets, and entertainment tied to Detty December activities. Across Nigeria, the 2023 festive season was estimated to have generated over $220 million in combined economic impact. In Ghana, where Detty December aligns with the government-backed “December in GH” and the broader Year of Return agenda, tourism authorities are targeting $3.4 billion in tourism receipts, driven largely by diaspora spending and large-scale events. Together, these festivities transform cities into short-term festive economies, boosting transport services, food vendors, nightlife, and entertainment industries.

However, while this surge represents a significant revenue increase for both countries, its impact on locals cannot be ignored. Many residents have expressed concerns about being priced out of spaces and experiences they once enjoyed. Concert tickets become unaffordable, food prices rise, housing costs spike, and familiar hangout spots turn exclusive during the season. With little regulation on price increases and Detty December continuing to gain global momentum, these pressures risk worsening over time.

What Detty December signifies and what it could be

Detty December is also one of the rare periods where Africans from all over the world are brought together through fun, music, and shared culture. It creates a space where locals, returnees, and the diaspora occupy the same cities, dance to the same sounds, and participate in a collective celebration of identity.

Judging by the way it continues to grow, it is clear that Detty December is slowly shifting from being just a vibe to something much bigger. It is becoming a powerful cultural movement that shapes how Africa is experienced and understood on a global stage. As the tagline rises and global attention intensifies, the question remains: will Detty December continue to carry everyone along, regardless of race, class, or country, or will it become an increasingly exclusive celebration shaped by money and access?

Detty December: Culture, Capital, and the Cost of Celebration