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The Gift Card Economy: Exploring the Rise of Gift Cards

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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.

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Economy

NEITI Backs Tinubu’s Executive Order 9 on Oil Revenue Remittances

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NEITI

By Adedapo Adesanya

Despite reservations from some quarters, the Nigeria Extractive Industries Transparency Initiative (NEITI) has praised President Bola Tinubu’s Executive Order 9, which mandates direct remittances of all government revenues from tax oil, profit oil, profit gas, and royalty oil under Production Sharing Contracts, profit sharing, and risk service contracts straight to the Federation Account.

Issued on February 13, 2026, the order aims to safeguard oil and gas revenues, curb wasteful spending, and eliminate leakages by requiring operators to pay all entitlements directly into the federation account.

NEITI executive secretary, Musa Sarkin Adar, called it “a bold step in ongoing fiscal reforms to improve financial transparency, strengthen accountability, and mobilise resources for citizens’ development,” noting that the directive aligns with Section 162 of Nigeria’s Constitution.

He noted that for 20 years, NEITI has pushed for all government revenues to flow into the Federation Account transparently, calling the move a win.

For instance, in its 2017 report titled Unremitted Funds, Economic Recovery and Oil Sector Reform, NEITI revealed that over $20 billion in due remittances had not reached the government, fueling fiscal woes and prompting high-level reforms.

Mr Adar described the order as a key milestone in Nigeria’s EITI implementation and urged amendments to align it with these reforms.

He affirmed NEITI’s role in the Petroleum Industry Act (PIA) and pledged close collaboration with stakeholders, anti-corruption bodies, and partners to sustain transparent management of Nigeria’s mineral resources.

Meanwhile, others like the Petroleum and Natural Gas Senior Staff Association of Nigeria (PENGASSAN) have kicked against the order, saying it poses a serious threat to the stability of the oil and gas industry, calling it a “direct attack” on the PIA.

Speaking at the union’s National Executive Council (NEC) meeting in Abuja on Tuesday, PENGASSAN President, Mr Festus Osifo, said provisions of the order, particularly the directive to remit 30 per cent of profit oil from Production Sharing Contracts (PSCs) directly to the Federation Account, could destabilise operations at the Nigerian National Petroleum Company (NNPC) Limited.

Mr Osifo firmly dispelled rumours of imminent protests by the union, despite widespread claims that the controversial executive order threatens the livelihoods of 10,000 senior staff workers at NNPC.

He noted, however, that the union had begun engagements with government officials, including the Presidential Implementation Committee, and expressed optimism that common ground would be reached.

Mr Osifo, who also serves as President of the Trade Union Congress (TUC), expressed concerns that diverting the 30 per cent profit oil allocation to the Federation Account Allocation Committee (FAAC), without clearly defining how the statutory management fee would be refunded to NNPC, could affect the salaries of hundreds of PENGASSAN members.

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Economy

Dangote Cement Deepens Dominance, Export Activities With $1bn Sinoma Deal

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Dangote Cement Sinoma

By Aduragbemi Omiyale

To strengthen its domestic market dominance, drive its export activities, optimise existing operational assets and enhance production efficiency and capacity expansion, Dangote Cement Plc has sealed $1 billion strategic agreements with Sinoma International Engineering for cement projects across Africa.

The president of Dangote Industries Limited, the parent firm of Dangote Cement, Mr Aliko Dangote, disclosed that the deal reinforces the company’s long-term growth strategy and aligns with the broader aspirations of the Dangote Group’s Vision 2030.

According to him, Sinoma will construct 12 new projects and expand others for the cement organisation across Africa, helping to achieve 80 million tonnes per annum (MTPA) production capacity by 2030, while supporting the group’s overarching target of generating $100 billion in revenue within the same period.

Under the Strategic Framework Agreement, Sinoma will collaborate with Dangote Cement on the delivery of new plants, brownfield expansions, and modernisation initiatives aimed at strengthening operational performance across key markets.

The new projects include a new integrated line in Northern Nigeria with a satellite grinding unit, a new line in Ethiopia and other projects in Zambia/Zimbabwe, Tanzania, Sierra Leone and Cameroon. In Nigeria, Sinoma will also handle different projects in Itori, Apapa, Lekki, Port Harcourt and Onne.

The projects signal Dangote Cement’s sustained commitment to consolidating its leadership position within the African cement industry, while enhancing its competitiveness on the global stage.

Chairman of the Dangote Cement board, Mr Emmanuel Ikazoboh, during the agreement signing event in Lagos, explained that the new projects would enable the company to play a critical role in actualising Dangote Group’s Vision 2030.

The new projects, when completed, will increase Dangote Cement’s capacity and dominant position in Africa’s cement industry.

On his part, the Managing Director of Dangote Cement, Mr Arvind Pathak, said the agreement reflects the company’s determination to grow its investments across African markets to close supply gaps and support the continent’s infrastructural ambitions.

According to him, Dangote Cement is committed to making Africa fully self‑sufficient in cement production, creating more value and linkages, leading to increased economic activities and a reduction in unemployment.

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Economy

Lokpobiri Begs Lawmakers to Reschedule Oil Revenue Executive Order Probe

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Heineken Lokpobiri oil fields dispute

By Adedapo Adesanya

A joint National Assembly probe into President Bola Tinubu’s new oil revenue executive order was stalled on Thursday following a request for more time by the Minister of Petroleum Resources, Mr Heineken Lokpobiri.

The hearing was convened to scrutinise the executive order directing that royalty oil, tax oil, profit oil, profit gas and other revenues due to the Federation under various petroleum contracts be paid directly into the Federation Account.

Mr Lokpobiri told lawmakers that although he attended out of respect for parliament, he had been notified of the hearing only a day earlier and had not obtained all the relevant documents needed to defend the policy adequately.

He appealed for the session to be rescheduled.

Co-chairman of the joint committee and Chairman of the Senate Committee on Gas, Mr Agom Jarigbe, put the request to a voice vote, and lawmakers approved the adjournment.

A new date is expected to be communicated to the minister.

The executive order signed last week also scrapped the 30 per cent Frontier Exploration Fund created under the Petroleum Industry Act (PIA) and discontinued the 30 per cent management fee on profit oil and profit gas previously retained by the Nigerian National Petroleum Company (NNPC) Limited.

Anchored on Sections 5 and 44(3) of the Constitution, the presidency said the directive was aimed at safeguarding oil and gas revenues, curbing excessive deductions and restoring the constitutional entitlements of federal, state and local governments to the

However, the order has sparked criticism within the industry, one of which was from the Petroleum and Natural Gas Senior Staff Association of Nigeria (PENGASSAN), whose president, Mr Festus Osifo, called for an immediate withdrawal of the order, warning that it could undermine the PIA and erode investor confidence.

Meanwhile, at another session, the Chairman of the Senate Committee on Finance, Senator Mohammed Sani Musa, disclosed that President Tinubu would soon transmit proposals to amend certain provisions of the PIA to align with current economic realities.

He noted that while many expect the executive order to boost revenue automatically, Nigeria has yet to achieve its desired income levels.

He did not specify which sections of the law would be targeted, but suggested that the drive to enhance revenue generation would necessitate legislative adjustments.

The PIA, signed into law in 2021 by the late ex-President Muhammadu Buhari, overhauled the governance, regulatory and fiscal framework of Nigeria’s oil and gas sector, commercialised the NNPC and restructured revenue-sharing arrangements.

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