Detty December is a marketing season. Most Brands are missing it

Detty December 2026: why Lagos and Accra's December season is the biggest marketing opportunity for brands selling to the African diaspora, and what most brands are missing. Diaspora visitors made up an estimated 55% of all spending in Lagos' Detty December 2025. But more visitors doesn't mean more money, and the brands that won sold trust, not hype.