Debenhams' Hausa Sign Annoys Nigerians

People were surprised that major department store Debenhams in London decided to appeal to Nigerian customers by using the Hausa language in their signage last month, because they felt that Hausa was the least popular language spoken by Nigerians in the UK.

Debenhams' Oxford Street store puts up signage featuring the Hausa language at the bottom 

The signs featured the words "Na gode don sayayyarka a Debenhams" which means "Thank you for shopping at Debenhams" in Hausa, with the words also in Arabic and Mandarin. Debenhams said it selected the languages based on the highest number of overseas shoppers who claimed their tax back within the store.

One poster commenting on the topic on the Nairaland forum said:

"I think the shop owners may just be misinformed. Igbo or Yoruba would have been better. I have met very few Hausas in the UK. . . very few."

But I think Debenhams and other major stores like Harrods and Selfridges are right to court Hausa customers.

Hausas may be few in number, but the majority of those in the UK are wealthy and influential and spend lots of money in London. On the other hand, Nigerians from other tribes in the UK are largely working class and often shop in the inner-city areas. The ratio of rich Hausas to average Nigerians may be as low as 1:8, but in terms of spending power, major retailers respect them more.

Also, Hausa/Fulani shoppers are concentrated in the Oxford Street/ Edgware Road area because of the large Muslim and Arab community there, so whilst other tribes spread their wealth across the UK, Hausas are repeat, respected and respectable customers in the same large stores around Oxford Street.

A funny cartoon comparing Igbo, Yoruba and Hausa/Fulani shoppers

Because of the common sight of poor Hausa children begging on the streets of Nigeria and the 'Maiguards' (gatekeepers) of many Nigerian homes been poorly-paid Hausa men, many think that rich Northerners are too few to matter to British retailers.

But professional, educated Hausa/Fulanis in the UK (see my post 8 Reasons Why You Meet Few Hausa People in the UK) are harder to spot because they are not usually found in Nigerian-dominated areas in London as many live outside London. Also, many Hausa/Fulani men and women look 'different' because of their Islamic attire. 

People underestimate Hausa/Fulanis. They imagine we're poor, uneducated and uninterested in the finer things in life. This is true to some extent, but rich Alhajis and their families travel abroad to shop just as much as other tribes, having made their money in politics and business like other Nigerians.

Hausa is also the second most widely spoken language in Africa after Swahili, with approximately 43 million speakers across West Africa including Ghana, Sudan, Togo, Burkina Faso, Benin, Cameroon and Niger. So though Yorubas are dominant in the Nigerian diaspora, there are only 20 million speakers worldwide, the majority of whom are Nigerians with some speakers in Togo and Benin.

I applaud Debenhams for featuring Hausa in its signage, not only because of the language's popularity across Africa but also because this helps to show other Nigerians that Hausa/Fulanis have an important presence outside of Nigeria.