The Illusion of Fun: A Heartfelt Call for Change in Northern Nigeria’s Fun Fair Scene

There’s a kind of excitement that comes with the idea of a fun fair. The lights, the sounds, the buzz of happy people hopping from stall to stall, it feels like a dream for any small business owner. A chance to connect with new customers, build visibility, and of course, make some well-deserved sales.

But for many vendors in Northern Nigeria, that dream is becoming a costly illusion.

Week after week, fun fairs are held across cities like Sokoto, Kano, Kaduna, and Abuja. Some organizers are hosting two to three events weekly, charging vendors hefty sums ₦25,000, ₦50,000, even ₦100,000 for a single stall. And what do many vendors walk away with? Nothing but exhaustion, unsold products, and a broken heart.

It’s a pattern. You save your money. You prep your products. You transport them. You set up. And then, crickets. Little to no foot traffic. Poor crowd engagement. Zero actual sales. Yet you watch the organizers smile, take photos for Instagram, and move on to plan the next one. It’s disheartening.

The Harsh Reality: Vendors Are Not Being Valued

The truth is, most fun fairs in the North have stopped being about providing value. Many have become profit-focused machines with little regard for the vendors funding the event. There’s little to no marketing beyond social media fliers. No consideration for the kind of audience that will show up. No sales strategies. No aftercare. Just vibes.

For a vendor who’s struggling to grow a small busines especially in this harsh economic climate. This is devastating. It’s not just about the money lost. It’s the mental toll, the discouragement, the sense of being used.

A Message to the Vendors: You Deserve More

Dear vendor, you deserve better than this.

You deserve spaces where your money brings visibility, connection, and conversion. Not every fair is a fair deal. And while we wait for organizers to do better, you can start doing better too.

Here’s how to drive sales without relying heavily on fun fairs:

1. Leverage Your Online Presence

If you’re not actively promoting your business online, you’re missing a goldmine. Set up your online storefront with platforms like Pricilog, where you can sell, receive payments, and track customer interaction seamlessly. Promote your store link like your life depends on it—because it might.

2. Use WhatsApp Business the Right Way

Stop waiting for people to DM you. Create catalogs. Automate greetings. Share product videos and testimonials. Use status updates to drive engagement.

3. Start Content Marketing

You don’t have to be a guru. Simple posts like “How I make my handmade soaps” or “The story behind my brand” help humanize your business. People buy what they feel connected to.

4. Collect and Reuse Customer Reviews

Word-of-mouth is golden. Ask happy customers to send photos or testimonials. Repost them. Let the world know someone is buying from you, and they’re happy.

5. Be Selective with Fun Fairs

Ask the right questions before signing up: Who are they inviting? How many people are expected? What is their marketing strategy? Will there be digital amplification? If the answers are vague, don’t waste your money.

A Word to the Organizers: Profit With Purpose

Dear fun fair organizers, it’s time to do better.

You cannot keep collecting tens of thousands from vendors without providing them real value. You can’t market only on Instagram and expect results. You must learn to pursue profit and purpose.

Here’s what that could look like:

 

1. Provide Digital Support

Educate your vendors on digital skills before the fair. Offer free webinars or WhatsApp classes on promoting themselves. Partner with platforms like Pricilog or other e-commerce tools to provide long-term visibility.

2. Curate Your Vendors

Don’t just accept everyone because they paid. Consider the synergy between stalls. Too many food vendors or the same niche means low returns for everyone. Think smarter.

3. Market the Event Like a Launch

Invest in marketing. Use ads. Engage influencers. Print fliers. Collaborate with radio stations. The more people you bring, the more successful the vendors will be, and the better your reputation.

4. Offer After-Fair Support

Don’t ghost your vendors. Collect feedback. Offer free shoutouts. Create a community. These people trusted you with their money, honor that trust.

In Conclusion

We are in a difficult season in Nigeria, especially in the North. But let’s not let desperation make us victims. Vendors, protect your time, money, and products. You don’t need every fair, you need the right audience.

Organizers, build something bigger than a one-day event. Create communities, not crowds. Teach your vendors to win, not just survive.

Because in this economy, business should be about value, not vibes.

Want to sell smart? 

Set up your Pricilog store in minutes and watch how digital transformation can turn your hustle into a thriving business.