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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.

Economy

S&P Upgrades Nigeria’s Credit Rating First Time Since 2012

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S&P assigns

By Adedapo Adesanya

Nigeria received its first credit rating upgrade since 2012 from S&P Global Ratings, driven by improved oil market conditions and the country’s growing ability to refine and export crude locally.

The credit ratings agency upgraded the country’s rating by one notch to B, five levels below investment grade, according to a statement on Friday.

It raised its long-term foreign and local currency sovereign credit ratings on Nigeria to ‘B’ from ‘B-‘ and affirmed its ‘B’ short-term ratings. It also raised its long- and short-term Nigeria national scale ratings on the sovereign to ‘ngA+/ngA-1’ from ‘ngBBB+/ngA-2’.

S&P also cited Nigeria’s decision to liberalise the exchange rate as crucial to the development, and changed the outlook to stable.

The decision also comes as the federal government ruled out the reintroduction of subsidies on refined petroleum products, in order to avoid a return to larger budgetary deficits and drains on foreign currency (FX) liquidity.

S&P projected the general government deficit will widen to over 4 per cent of GDP on average during 2026 and 2027, a year of a general election.

It added that the implementation of reforms to broaden the tax base from very narrow levels is underpinning a steady decline in Nigeria’s debt-to-revenue ratio to 338 per cent in 2026 versus 500 per cent in 2023.

The agency said it could raise ratings over the next two years if fiscal outcomes improve significantly, either due to fiscal consolidation or structurally higher revenue, resulting in lower debt service costs.

It, however, warned that it could also lower the ratings if the implementation of Nigeria’s reform programme, particularly the series of critical steps taken to liberalise the exchange rate in 2023, reverses.

On the oil production forecast, S&P expects 2026 production to average approximately 1.66 million barrels per day, including condensates.

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Economy

APM Terminals to Invest $600m in Nigeria’s Maritime Sector

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apm terminals

By Modupe Gbadeyanka

The Nigerian maritime sector may soon witness the inflow of $600 million in investment from APM Terminals.

On the sidelines of the ongoing Africa CEO Forum in Kigali, Rwanda, the Regional President of APM Terminals for Africa-Europe, Mr Igor van den Essen, informed President Bola Tinubu that his company was interested in deepening its investment in Nigeria.

According to a statement issued by the Special Adviser to the President of Information and Strategy, Mr Bayo Onanuga, the investment would be deployed in Apapa port modernisation, logistics infrastructure, and long-term private-sector investment in Nigeria’s maritime sector.

President Tinubu welcomed the investments, emphasising that Nigeria is repositioning itself for greater competitiveness through ongoing economic reforms and infrastructure modernisation.

He said the country is determined to move beyond structural bottlenecks and outdated systems, stressing the need for advanced technology, faster cargo processing, and improved operational efficiency across the nation’s ports.

He emphasised that Nigeria possesses the market scale, talent base, and economic potential to support globally competitive maritime and logistics infrastructure investments and called on other investors to take advantage of Nigeria’s reform outcomes.

Earlier, Mr Igor van den Essen lauded President Tinubu’s reform agenda and policy direction, which had strengthened investor confidence and created renewed momentum for long-term infrastructure investments.

He described Nigeria as a strategic stronghold within its African operations, referencing over 20 years of collaboration and substantial existing investments in the country’s port ecosystem.

He reaffirmed his company’s commitment to expanding investments in Nigeria and disclosed plans to support the development of world-class terminal infrastructure and technology-driven port operations.

He also commended Mr Tinubu for establishing the National Single Window (NSW), which has streamlined trade procedures, improved Customs coordination, and reduced delays in cargo clearance.

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Economy

Dangote Sues FG Over Fuel Import Licences

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Fifth Crude Cargo Dangote Refinery

By Adedapo Adesanya

Dangote Petroleum Refinery has filed a new lawsuit against the federal government over the fuel import licences issued to ‌marketers and the Nigerian National Petroleum Company (NNPC) Limited.

Last week, the Nigerian Midstream and Downstream Petroleum Regulatory Authority (NMDPRA) issued licences to six marketers for the importation of 720,000 metric tonnes of Premium Motor Spirit, known as petrol.

The marketers are NIPCO, AA Rano, Matrix, Shafa, Pinnacle, and Bono. The development comes amid claims by the NMDPRA that the Dangote Petroleum Refinery now supplies over 90 per cent of Nigeria’s daily petrol consumption.

Dangote said in the filing that the licences issued undermine its operations and contravene the law, which it argues allows imports only when domestic supply falls short.

Named in the suit against the country is the Attorney General and Minister of Justice, Mr Lateef Fagbemi. The federal government can only be sued via his office.

The case signals renewed tensions almost a year after Dangote withdrew an earlier lawsuit challenging similar licences. That case sought to nullify import permits issued to the NNPC and several traders.

The new filing asks the Federal High Court in Lagos to set aside import permits issued or renewed by the NMDPRA, arguing they breach an earlier order to maintain the status quo.

Dangote ⁠ended the earlier lawsuit in July 2025 without explanation, leaving unresolved questions over competition and supply in one of Africa’s largest fuel markets.

Nigeria ⁠has long relied on petrol imports due to underperforming state refineries. However, Dangote’s 650,000 barrels ⁠per day capacity refinery was touted to end that dependence.

Despite the presence of the facility, imports have continued to cover supply gaps as the refinery ramps up output.

The NMDPRA did not issue a single import licence in the first quarter of 2026 because the Dangote refinery had the capacity to meet Nigeria’s petrol demand.

Business Post gathered that only upon intervention by President Bola Tinubu were the licenses granted for the second quarter by the NMDPRA.

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