For decades, the approach of Christmas in Ghana has come with a familiar ritual across barbering shops, hair salons, neighbourhood stores and service points. A small box placed conspicuously at the counter, sometimes politely labelled “Christmas Box,” sometimes verbally announced to customers, waiting to be rewarded for a year of patronage. In many cases, customers were reminded to “drop something” in appreciation. It became an enduring seasonal tradition, accepted, questioned by some, but rarely challenged.
This Christmas season, however, a subtle but significant shift is unfolding in Ghana’s business landscape, especially within the fast-growing online retail and service economy. Increasingly, it is businesses that are giving back to customers, not the other way round. From online vendors to small digital enterprises, gifts are now being added to purchases as part of a deliberate effort to build loyalty, strengthen relationships and stand out in a crowded market.
For many Ghanaian consumers, the change is noticeable. Online hair vendors now add purses, hand dryers or accessories to wig purchases. Clothing sellers include branded bags. Food vendors add complimentary drinks. Some digital service providers offer discounts, data bonuses or small branded items as a thank you for patronage during the festive season. What was once seen as generosity from customers to businesses is gradually being replaced by customer-focused appreciation.
This shift stands in sharp contrast to the long-standing Christmas box tradition which, critics argue, runs counter to basic customer service principles. In standard marketing practice, customers are not expected to reward businesses simply for doing business. Instead, businesses are encouraged to appreciate customers, especially during high competition periods such as Christmas, when consumer choice is wide and spending decisions are more deliberate.
Speaking on the trend, Mr Ransford Coffie, a marketing lecturer explained that the move aligns with relationship marketing, a strategy that prioritises long-term customer engagement over one-off transactions. “What we are seeing is businesses recognising that loyalty today is earned, not demanded. A small gift can significantly influence repeat patronage and positive word of mouth, especially in the digital space,” he said in an interview.
Indeed, the rise of online commerce in Ghana has intensified competition. Unlike traditional physical shops where proximity often guarantees patronage, online sellers must constantly prove value. Gifting has therefore become both a goodwill gesture and a marketing investment. Many of these gifts are branded, turning customers into walking advertisements while still offering them something of value.
Yet the story is not entirely one-sided. The Christmas box tradition, while controversial in some contexts, has historically served as a form of tipping, particularly for workers rather than business owners. In barbering shops, salons and certain service outlets, the money collected is sometimes shared among staff as a seasonal bonus. In such cases, the box functions less as a demand from the business and more as customer appreciation for individual workers who may earn modest wages.
The challenge arises in instances where business owners themselves place the boxes and personally collect the proceeds. Marketing analysts argue that this blurs ethical lines and weakens customer relationships. “When customers feel pressured to give, it can create resentment rather than loyalty,” the marketing lecturer noted. “That is why many modern businesses are rethinking the practice.”
Consumers also appear receptive to the change. A frequent online shopper in Accra Dianna Danso, said the added gifts make her feel valued. “When I buy something and they add a small surprise, I remember them. I am more likely to buy from them again than from someone who expects me to drop money in a box,” she said.
Economically, the shift reflects a broader transformation in Ghana’s informal and digital economies. As businesses professionalise and adopt global best practices, customer experience is becoming a competitive advantage. The festive season, traditionally associated with high spending, now doubles as a strategic period for brand building.
The growing question is whether the Christmas box tradition will gradually fade or continue alongside this emerging customer-first culture. Evidence suggests both may coexist, particularly where tipping directly benefits workers. However, as online commerce expands and consumer awareness grows, pressure is mounting on businesses to align with practices that prioritise appreciation over expectation.
This Christmas, the exchange of goodwill in Ghana’s marketplace is being quietly renegotiated. Instead of customers reaching into their pockets out of obligation, more businesses are reaching out with gifts, signaling a shift that may redefine festive commerce for years to come.
