Economy
The Gift Card Economy: Exploring the Rise of Gift Cards
The greatest way of expressing love and gratitude is through gifting. Since the history of mankind, the act of gifting is an integral part of every society in the world.
In traditional society, people send tangible items as gifts but the transition into a digital society has revealed gift cards to be the currency of the act of gifting.
Some time ago before gift card adoption evolved to a substantial extent like it is today, it was considered nothing more than a worthless and inefficient plastic card.
Today in Nigeria, gift cards have become the perfect gift choice for gift givers and recipients as well because of their convenience, portability and value. The transition to a more digital society has also reshaped people’s shopping behaviour, stirring a massive adaptation to online shopping, hence, giving more credence and value to gift cards.
With the use of gift cards, gift givers need not worry about the type of gifts to buy. They just simply purchase the gift cards from stores and send them to the recipient, who will redeem them for any type of gifts suitable to them or find means of how to sell gift cards.
Gift cards serve as a surprise gift for a retiree, employee, friend, lover and many more and it is very important to choose gift cards with the highest resale value when gifting them. This will enable them to profit from the high gift card rates if they don’t want to buy gifts from the store and decide to sell them.
Some recipients can even sell gift cards for cash if they don’t need the gift item.
With the massive acceptance of gift cards over the years, gift card trading will continue to grow with the economy as it gives a more personalized, digital and convenient gifting experience.
The Magical Transformation: From Inefficiency To Efficiency
The innovation of the first gift card in 1994 and other brands which later joined the gift card market in the early 2000s, was ensued by some bottlenecks which projected the invention as inefficient.
Apart from the major problem of gift card fraud which took a toll on the industry due to the feeble nature of the market, many customers did not utilise the gift cards they purchased.
Many people challenged the efficiency of gift cards when the New York Times in 2007 asserted that about $8 billion out of the $80 billion spent on gift cards in 2006 was not redeemed. In fact, due to the rate of unredeemed gift cards, some economists asserted that gift cards were poor gifts which were merely gifts bought for the issuing companies who earn “breakage” (unclaimed gift cards reclaimed by the issuing company) from them.
However, in recent times, due to the technological and e-commerce revolutions, the archaic perspective about gift cards had become history and gift cards have become the most desirable gifting experience.
The Trend Gap Of The Gift Card Economy: An Exchange of True Value
When we consider the constant e-commerce and digital revolutions we live, one may understand that people are open to giving and receiving gift cards for many reasons like;
1. Flexible Spending And Unlimited Choice Of Gift Cards:
Even though there are some restrictions on the closed-loop gift cards which would force users to only spend the gift card on that same brand, 78.7% of people still use gift cards from strange brands and about 87.7% tend to become customers afterwards. However, an open-loop gift can be redeemed at any store that accepts debit and credit cards. This type of gift card is not restrictive to brand stores, hence, the versatility of gift cards makes it a perfect gift choice.
2. Gift Card Purchases Are Now Planned:
Unlike the old popular belief that gift cards gifting is not properly planned which makes it a poor gift, a gift card report by Incomm stated that 86% of gift cards purchased in the US are planned and 55.8% of recipients received the gift cards for their brand of choice.
3. Number Of Unused Gift Cards Drop Annually:
In the early days of gift card usage, one of the problems was the big fraction of unredeemed gift cards. However, according to Bankrate, the number of unused gift cards reduced by 25% annually.
4. Gift Card Purchases For Personal Use:
Individuals tend to buy more gift cards for themselves than they did in the past ten years. According to research by Black Hawk Network, 33% of the gift cards purchased in 2019 were for the owners.
Some of the reasons individuals purchase personal gift cards are;
- Financial budgeting and diplomacy
- The convenience of gift card transaction
- The safety of gift cards
- An alternative method of payment
Conclusion
The gift economy is still a fast-growing one which has been predicted to reach about $440 billion by 2027. With the desire for convenience, value and safety in gifting and transactions, gift cards are the ideal gifting strategy and also, a very good way to make in-store and online transactions with ease.
Economy
UK Backs Nigeria With Two Flagship Economic Reform Programmes
By Adedapo Adesanya
The United Kingdom via the British High Commission in Abuja has launched two flagship economic reform programmes – the Nigeria Economic Stability & Transformation (NEST) programme and the Nigeria Public Finance Facility (NPFF) -as part of efforts to support Nigeria’s economic reform and growth agenda.
Backed by a £12.4 million UK investment, NEST and NPFF sit at the centre of the UK-Nigeria mutual growth partnership and support Nigeria’s efforts to strengthen macroeconomic stability, improve fiscal resilience, and create a more competitive environment for investment and private-sector growth.
Speaking at the launch, Cynthia Rowe, Head of Development Cooperation at the British High Commission in Abuja, said, “These two programmes sit at the heart of our economic development cooperation with Nigeria. They reflect a shared commitment to strengthening the fundamentals that matter most for our stability, confidence, and long-term growth.”
The launch followed the inaugural meeting of the Joint UK-Nigeria Steering Committee, which endorsed the approach of both programmes and confirmed strong alignment between the UK and Nigeria on priority areas for delivery.
Representing the Government of Nigeria, Special Adviser to the President of Nigeria on Finance and the Economy, Mrs Sanyade Okoli, welcomed the collaboration, touting it as crucial to current, critical reforms.
“We welcome the United Kingdom’s support through these new programmes as a strong demonstration of our shared commitment to Nigeria’s economic stability and long-term prosperity. At a time when we are implementing critical reforms to strengthen fiscal resilience, improve macroeconomic stability, and unlock inclusive growth, this partnership will provide valuable technical support. Together, we are laying the foundation for a more resilient economy that delivers sustainable development and improved livelihoods for all Nigerians.”
On his part, Mr Jonny Baxter, British Deputy High Commissioner in Lagos, highlighted the significance of the programmes within the wider UK-Nigeria mutual growth partnership.
“NEST and NPFF are central to our shared approach to strengthening the foundations that underpin long-term economic prosperity. They sit firmly within the UK-Nigeria mutual growth partnership.”
Economy
MTN Nigeria, SMEDAN to Boost SME Digital Growth
By Aduragbemi Omiyale
A strategic partnership aimed at accelerating the growth, digital capacity, and sustainability of Nigeria’s 40 million Micro, Small and Medium Enterprises (MSMEs) has been signed by MTN Nigeria and the Small and Medium Enterprises Development Agency of Nigeria (SMEDAN).
The collaboration will feature joint initiatives focused on digital inclusion, financial access, capacity building, and providing verified information for MSMEs.
With millions of small businesses depending on accurate guidance and easy-to-access support, MTN and SMEDAN say their shared platform will address gaps in communication, misinformation, and access to opportunities.
At the formal signing of the Memorandum of Understanding (MoU) on Thursday, November 27, 2025, in Lagos, the stage was set for the immediate roll-out of tools, content, and resources that will support MSMEs nationwide.
The chief operating officer of MTN Nigeria, Mr Ayham Moussa, reiterated the company’s commitment to supporting Nigeria’s economic development, stating that MSMEs are the lifeline of Nigeria’s economy.
“SMEs are the backbone of the economy and the backbone of employment in Nigeria. We are delighted to power SMEDAN’s platform and provide tools that help MSMEs reach customers, obtain funding, and access wider markets. This collaboration serves both our business and social development objectives,” he stated.
Also, the Chief Enterprise Business Officer of MTN Nigeria, Ms Lynda Saint-Nwafor, described the MoU as a tool to “meet SMEs at the point of their needs,” noting that nano, micro, small, and medium businesses each require different resources to scale.
“Some SMEs need guidance, some need resources; others need opportunities or workforce support. This platform allows them to access whatever they need. We are committed to identifying opportunities across financial inclusion, digital inclusion, and capacity building that help SMEs to scale,” she noted.
Also commenting, the Director General of SMEDAN, Mr Charles Odii, emphasised the significance of the collaboration, noting that the agency cannot meet its mandate without leveraging technology and private-sector expertise.
“We have approximately 40 million MSMEs in Nigeria, and only about 400 SMEDAN staff. We cannot fulfil our mandate without technology, data, and strong partners.
“MTN already has the infrastructure and tools to support MSMEs from payments to identity, hosting, learning, and more. With this partnership, we are confident we can achieve in a short time what would have taken years,” he disclosed.
Mr Odii highlighted that the SMEDAN-MTN collaboration would support businesses across their growth needs, guided by their four-point GROW model – Guidance, Resources, Opportunities, and Workforce Development.
He added that SMEDAN has already created over 100,000 jobs within its two-year administration and expects the partnership to significantly boost job creation, business expansion, and nationwide enterprise modernisation.
Economy
NGX Seeks Suspension of New Capital Gains Tax
By Adedapo Adesanya
The Nigerian Exchange (NGX) Limited is seeking review of the controversial Capital Gains Tax increase, fearing it will chase away foreign investors from the country’s capital market.
Nigeria’s new tax regime, which takes effect from January 1, 2026, represents one of the most significant changes to Nigeria’s tax system in recent years.
Under the new rules, the flat 10 per cent Capital Gains Tax rate has been replaced by progressive income tax rates ranging from zero to 30 per cent, depending on an investor’s overall income or profit level while large corporate investors will see the top rate reduced to 25 per cent as part of a wider corporate tax reform.
The chief executive of NGX, Mr Jude Chiemeka, said in a Bloomberg interview in Kigali, Rwanda that there should be a “removal of the capital gains tax completely, or perhaps deferring it for five years.”
According to him, Nigeria, having a higher Capital Gains Tax, will make investors redirect asset allocation to frontier markets and “countries that have less tax.”
“From a capital flow perspective, we should be concerned because all these international portfolio managers that invest across frontier markets will certainly go to where the cost of investing is not so burdensome,” the CEO said, as per Bloomberg. “That is really the angle one will look at it from.”
Meanwhile, the policy has been defended by the chairman of the Presidential Fiscal Policy and Tax Reforms Committee, Mr Taiwo Oyedele, who noted that the new tax will make investing in the capital market more attractive by reducing risks, promoting fairness, and simplifying compliance.
He noted that the framework allows investors to deduct legitimate costs such as brokerage fees, regulatory charges, realised capital losses, margin interest, and foreign exchange losses directly tied to investments, thereby ensuring that they are not taxed when operating at a loss.
Mr Oyedele also said the reforms introduced a more inclusive approach to taxation by exempting several categories of investors and transactions.
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