In a recent tweet that has captured the attention of many Nigerians, popular comedian and content creator, Taomaa, humorously called out the growing trend of labelling almost everything for sale online as “luxury.” From everyday items to traditional snacks, she expressed her surprise and amusement at how even the most ordinary goods are now being marketed as exclusive or high-end.
“Everything they sell online these days is ‘luxury.’ Even groundnut 😅 Eyin vendors yi e rora,” she tweeted, referencing the online sale of groundnuts (peanuts), traditionally a street snack in Nigeria. Her message resonated with many Nigerians who have also observed the trend of inflated labeling, particularly on platforms like Instagram and Twitter.
Taomaa’s tweet playfully pointed out that what were once everyday consumables are now often tagged with high-end marketing phrases, making them seem more expensive or rare. This trend, which has gained traction in the digital marketplace, has led to some questioning the definition of “luxury” in today’s economy.
While some social media users joined in the laughter, others reflected on the changing nature of commerce in Nigeria and globally, where digital platforms have democratized access to all sorts of products — and where the concept of luxury is increasingly fluid.
The comedian’s tweet sparked a flurry of comments from her followers, many of whom shared similar experiences of seeing commonplace items like garri (cassava flakes), palm oil, and local snacks being branded as ‘luxury’ goods by online vendors.
“At this point, even my N10 sachet of water is luxury,” one user joked, while another added, “Luxury groundnut? Is that what we are doing now?” The humorous debate has since gone viral, with many appreciating Taomaa’s lighthearted approach to a common online trend.
Experts say that the use of the term “luxury” has shifted significantly in recent years, especially in the context of online retail. While it traditionally referred to premium, high-end products, the label is now often used to create a sense of exclusivity or perceived value for regular, everyday items. This trend, they argue, taps into the growing demand for personalization and niche marketing in e-commerce.
Whether Taomaa’s tweet is a critique or just a funny observation, it seems to have captured the changing dynamics of online retail in Nigeria and beyond. As the line between everyday products and luxury continues to blur, one thing is certain: the digital marketplace is constantly evolving, with a bit of humor along the way.
