Nigeria's love for brand-new products, often referred to as tear-rubber, has experienced a dramatic decline of 97 percent during the first quarter of 2026, according to data from Africa's leading online marketplace, Jiji. For many years, acquiring new goods was seen as a symbol of success, but that mindset is now undergoing a significant transformation driven by economic pressures.
Shift in Consumer Behavior
Recent market data reveals that Nigerians are increasingly turning away from brand-new items in favor of high-quality pre-loved alternatives. Searches for used items on Jiji surged by 97 percent year-over-year, resulting in over 40 million visits in the first quarter alone. This behavioral change is closely tied to the country's economic climate, with the National Bureau of Statistics (NBS) reporting inflation at around 15 percent in March 2026.
With consumer purchasing power under sustained pressure over the past two years, the traditional retail sector has become prohibitively expensive for the middle class. Reports from Statista and other economic sources indicate a steep contraction in real consumer spending, prompting households to strategically redirect their budgets. Smart Nigerian shoppers are now trading up in the secondary market rather than downgrading their lifestyles.
The New Normal
Buying used items is no longer viewed as a compromise but has become a marker of financial discipline and practicality. The data highlights a maturing market where consumers actively dictate their spending limits. Jiji's Q1 2026 metrics show an 81 percent quarterly spike in searches using discount filters for phones, along with an 11 percent increase in the use of strict price-cap filters, exceeding 345,000 unique sessions in the quarter. This indicates that impulse buying has been replaced by frugal commerce.
Maxim Makarchuk, Chief Operating Officer at Jiji, described this as a structural evolution in African retail. He stated, 'We are witnessing a fundamental change in Nigerian consumer psychology. The stigma once attached to second-hand items has completely evaporated. Today, securing a high-value pre-loved item is recognized as a sign of financial intelligence. At Jiji, we are providing the transparent and secure infrastructure that allows Nigerians to bypass inflated retail markups, maintain their standard of living, and keep the domestic economy moving.'
Impact on Various Sectors
As Nigeria navigates its path toward economic recovery, the tear-rubber era is giving way to sustainable and smart commerce. Nigerians are taking back control of their wallets, proving that while purchasing power may be squeezed, the demand for quality remains resilient. A Lagos-based software developer, who identified himself as Emeka O, said, 'Buying a brand-new smartphone right now just doesn't make economic sense to me. I can get a used UK version of the latest model on Jiji for a fraction of the retail price. I don't care about showing off the unboxing anymore. My goal is to spend wisely and save up to upgrade my tech gear.'
This sentiment is echoing across categories, from phones and tablets to cars and electronics. As the average price of vehicles soared over the last 24 months, small businesses and families have turned to the circular economy for survival and growth. An entrepreneur in Abuja, Aisha Mohammed, said, 'For my logistics business, investing in a new delivery van was completely out of the question with current dealership prices. I found a direct seller on Jiji who had a Nigerian used bus in great condition. The decision to buy from him is what has kept my business running this year.'
