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The Black Friday Effect: Financial Markets Behaviour During Sales Season

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FBS Black Friday Sales Season

By FBS

As Black Friday approaches, global broker FBS delves into the relationship between the year’s biggest sales season and its impact on the financial markets. The FBS analysts particularly discover the trends of the world’s largest economy – the American. They analysed reactions across assets and macroeconomic conditions to understand the Black Friday impact better.

What influences the Black Friday numbers

FBS analysts highlight three critical indicators for gauging Black Friday’s impact on the US economy: the number of buyers, the average amount spent, and the total spending.

Over the past 18 years, notably successful in terms of total spending were 2012, 2017, 2019, 2020, and 2022, when the collective expenses of American consumers exceeded $60 billion on average.

Regarding the number of buyers, the period after the subprime mortgage crisis, from 2010 to 2014, was the most active, with the number of American Black Friday shoppers consistently surpassing 200 million. As FBS analysts point out, a correlation with the Federal Reserve’s key interest rate is evident – the rate reached a minimum of 0.25% in 2010 and pushed Americans to participate in Black Friday sales. The following consumer peak was spotted after the COVID crisis, as the Fed had eased the key again, leading to Black Friday numbers soaring to 190 and 186 million in 2019 and 2020, respectively. This was a result of the increased liquidity in the system.

Notably, 2022 deviated from the previously established trend. Despite the 4% key rate, around 197.6 million Americans did their Black Friday shopping and collectively spent over $64 billion. FBS financial market analysts attribute this phenomenon to substantial market liquidity and increased consumer opportunities.

How financial markets react to Black Friday

To understand how financial markets reacted to Black Friday, FBS examined the movement of the S&P 500 index and a separate S&P consumer sector index from 2005 to 2022. Surprisingly, the market reacted more to sales reports than Black Friday, with a predominantly adverse reaction (66% of cases) observed in the S&P 500 index after the report was published.

FBS analysts particularly note that Individual companies, primarily in the consumer sector, exhibit adverse reactions to Black Friday reports. Notable examples include Amazon, Nike, and Home Depot.

Market Expectations

Considering the current macroeconomic situation, FBS analysts anticipate a potential slowdown in sales momentum this Black Friday, which could disappoint the retail sector. However, Black Friday’s influence is not confined to the retail sector but extends its impact to the broader stock market. FBS advises paying attention to the final numbers for the comprehensive global market situation analysis. A decline in consumer spending may signal an economic slowdown.

Disclaimer: This material does not constitute a call to trade, trading advice, or recommendation and is intended for informational purposes only.

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Economy

Dangote, GCL Seal 25-year Gas Supply Deal for Ethiopian Fertiliser Plant

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Dangote Fertilizer bag

By Modupe Gbadeyanka

A $4.2 billion gas deal aimed to power a fertiliser project in Ethiopia has been signed between Nigeria’s Dangote Industries Limited and China’s GCL Group.

The Chinese firm is expected to supply stable natural gas to Dangote Group’s upcoming 3‑million‑tonne‑per‑year urea fertiliser production complex in Ethiopia for 25 years.

The natural gas supplied by GCL will be sourced from the Calub Gas Field in Ethiopia’s Ogaden Basin and delivered via a dedicated 108‑kilometre pipeline directly to the Dangote fertiliser complex in Gode, Somali Region.

The initiative aligns with Africa’s broader objective of establishing an integrated energy‑to‑food value chain, leveraging local resources to drive industrial autonomy.

The fertiliser plant, valued at $2.5 billion, is being developed under a 60:40 equity structure between Dangote Group and Ethiopian Investment Holdings (EIH), respectively, and is scheduled to begin operations in 2029.

Once commissioned, it will become East Africa’s largest modern fertiliser production hub, fully meeting Ethiopia’s current urea import demand while supplying neighbouring regional markets.

The project is expected to significantly reshape East Africa’s fertiliser landscape, reducing reliance on imports and strengthening agricultural self‑sufficiency.

“Africa’s energy industry cannot continue indefinitely exporting raw materials while importing finished products. We must pursue a new path of highly autonomous development.

“Through seamless integration and strategic cooperation with GCL, we will achieve an efficient closed‑loop value chain from natural gas extraction to fertiliser production, taking a crucial step toward enabling Africa to secure greater autonomy over its food security,” Mr Aliko Dangote said at the signing ceremony in Lagos.

The Chairman of GCL Group, Mr Zhu Gongshan, also reaffirmed the company’s confidence in the partnership, noting that the agreement was made possible through the facilitation and support of the Ethiopian government.

“This cooperation will enable both sides to expand new frontiers in Ethiopia’s energy, chemical, and food security sectors while transitioning from a business going global model toward a mutually beneficial ecosystem‑based framework.

“Leveraging GCL’s integrated oil and gas operations in Ethiopia and Dangote Group’s extensive industrial footprint across Africa, the partnership will significantly enhance our service capabilities and market reach across the continent.”

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Economy

Tinubu Tasks Oyedele with Fiscal Reforms as Minister of State for Finance

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swear in taiwo oyedele

By Adedapo Adesanya

President Bola Tinubu has sworn in Mr Taiwo Oyedele as the new Minister of State for Finance, tasking him with fiscal reforms aimed at improving government revenue and strengthening Nigeria’s economic management framework.

He took his oath of office before the President at the Presidential Villa, Abuja, on Monday.

President Tinubu nominated Mr Oyedele for the new role on March 3, 2026, to replace Mrs Doris Uzoka-Anite, who was moved to serve as the Minister of State for Budget and National Planning.

On March 11, the Senate confirmed him after a screening session, where the tax expert pledged to pursue fiscal reforms aimed at improving government revenue, ensuring realistic budgeting, and strengthening Nigeria’s economic management framework.

He was cleared by the lawmakers through a voice vote at the Committee of the Whole, after hours of screening.

Mr Oyedele, the former chairman of the Presidential Committee on Fiscal Policy and Tax Reforms, described his nomination as a call to serve Nigeria.

“With over two decades of experience working with national governments, multilateral institutions, and global corporations, my journey across the private sector, academia, and public policy has focused on fiscal governance and economic transformation.

“However, this moment is not about personal accomplishments; it is a call to serve at a critical time when Nigeria faces significant fiscal challenges and remarkable opportunities,” the 50-year-old said in the upper chamber.

He said his decades-long experience working on “global reforms regarding the ease of doing business and taxation across 180 countries” had prepared him for the role.

“I feel my background has prepared me to help my country by understanding what works globally and how to apply those lessons to our unique context,” Mr Oyedele added.

The public policy expert, accountant, and economist was appointed by the President to chair the tax reform committee in July 2023.

This led to the creation of four bills: the Nigeria Tax Bill, the Nigeria Tax Administration Bill, the Nigeria Revenue Service (Establishment) Bill, and the Joint Revenue Board (Establishment) Bill were passed by the National Assembly last year after months of extensive debates and controversies, and assented to by Tinubu on June 26, 2025.

The former fiscal policy partner and Africa tax leader at PriceWaterhouseCoopers (PwC) attended Yaba College of Technology and bagged a Higher National Diploma (HND) in Accountancy and Finance.

Mr Oyedele also earned a BSc in applied accounting from Oxford Brookes University.

His academic journey saw him study at the London School of Economics, Yale University, the Gordon Institute of Business Science, and the Harvard Kennedy School, where he completed executive education programmes.

The ministerial nominee worked for decades with PWC, having started his career at the organisation in 2001.

He is a professor at Babcock University in Ogun State as well as a visiting scholar at the Lagos Business School.

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Economy

Fears Over Impact on African Nations if Iran War Drags on

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Africa nations War in Iran CNN

CNN’s Larry Madowo reports that oil price spikes triggered by the war with Iran could have a catastrophic impact on African nations. Even Africa’s most advanced economy, South Africa, is exposed to the oil price shocks, which could cause higher fuel costs, rising inflation and renewed pressure on currencies.

The government in Kenya is reassuring citizens that there are no immediate fears of a fuel shortage, and prices have not spiked. Many Governments across Africa are reassuring their citizens that they have stocks to last them for the time being. But they can’t make long-term guarantees because many African nations depend on imported refined petroleum from the Gulf.

This conflict just crossed the 12-day mark, and economist Kwame Owino tells Madowo that African nations should start preparing for a catastrophic scenario, “while no African countries are directly involved in the conflict, we still suffer quite substantially. Governments need to adjust. So, for instance, the government of Kenya has some of the highest taxes globally on fuel prices, so adjusting fiscal policy to allow for greater affordability is important, even if it means that the government will have a lower take.”

Africa’s most advanced economy, South Africa, is one of those exposed to the oil price shocks. One South African airline, Flysafair, announced it would be adding a temporary dynamic fuel surcharge after jet fuel prices rose by 70% in one week at South African airports. Other airlines, including national carrier South African Airways, said they were monitoring prices.

Nigeria is Africa’s most populous nation and one of the largest economies. It is also a crude oil producer, so it’s likely to cash in on the increase in global oil prices. But Nigeria still imports refined petroleum, so it is not immune to the shocks that the global markets are seeing.

The bigger picture here is that African economies are more fragile than stronger, more advanced economies. Owino says, “These economies are small and fragile. They are dependent on those imports. So, when there’s a global conflict, it affects these economies. And African economies also tend to recover slowly, much slower to have a slower path of recovery.”

Fuel prices are holding steady right now. But if the conflict with Iran drags on, just about everything here in Kenya and across the African continent will get more expensive, adding more pain for African consumers.

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