Lyman-$alpha$ (Ly$alpha$) emitting galaxies are powerful tools to probe the late stages of cosmic reionization. The observed sudden drop in Ly$alpha$ fraction at $z>6$ is often interpreted as a sign of reionization, since the intergalactic medium (IGM) is more neutral and opaque to Ly$alpha$ photons. Crucially, this interpretation of the observations is only valid under the assumption that galaxies themselves experience a minimal evolution at these epochs. By modelling Ly$alpha$ radiative transfer effects in and around galaxies, we examine whether a change in the galactic properties can reproduce the observed drop in the Ly$alpha$ fraction. We find that an increase in the galactic neutral hydrogen content or a reduction in the outflow velocity toward higher redshift both lead to a lower Ly$alpha$ escape fraction, and can thus mimic an increasing neutral fraction of the IGM. We furthermore find that this change in galactic properties leads to systematically different Ly$alpha$ spectra which can be used to differentiate the two competing effects. Using the CANDELSz7 survey measurements which indicate slightly broader lines at $zsim 6$, we find that the scenario of a mere increase in the galactic column density towards higher $z$ is highly unlikely. We also show that a decrease in outflow velocity is not ruled out by existing data but leads to more prominent blue peaks at $z>6$. Our results caution the use of Ly$alpha$ observations to estimate the IGM neutral fraction without accounting for the potential change in the galactic properties, e.g., by mapping out the evolution of Ly$alpha$ spectral characteristics.
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