SureGifts Report: Nigeria Corporate Rewards Hit ₦150bn

In Short

Nigeria’s corporate rewards economy has crossed ₦150 billion in non-cash value over the past decade, according to a new SureGifts report.

What Happened

SureGifts published a report titled “Beyond Cash: The State of Corporate Rewards in Nigeria”. It says Nigerian organisations moved more than ₦150 billion in non-cash reward value over the last 10 years.

The report claims growth has accelerated sharply. It says twice as much reward value has been issued since the start of 2024 as during the entire previous decade.

SureGifts says the analysis is based on its transaction data across more than 1,000 corporate organisations and over 400 merchants. It also includes findings from the SureGifts Corporate Rewards Pulse 2026, a survey of corporate decision-makers.

The report argues that corporate rewards in Nigeria are no longer just an HR tool for employee recognition. Employee rewards make up 40% of spend, with the rest tied to sales incentives, customer loyalty programmes, distributor and channel partner rewards, and corporate gifting.

It also highlights where rewards are redeemed. About 79.1% of redemption value goes to supermarkets and grocery stores, which links corporate reward budgets to everyday household spending.

Why It Matters

For operators, this positions non-cash rewards as a measurable spending channel, not just a seasonal perk. If reward value is flowing into groceries and everyday retail, it can affect merchant sales, customer retention, and even inventory planning.

For employers and brands, the shift to year-round sales and loyalty programmes suggests rewards are becoming part of ongoing commercial strategy. That can increase demand for platforms that handle reward fulfilment at scale.

The report also flags a gap in measurement. Only 29% of surveyed decision-makers say they formally track rewards impact, even as more organisations report increased spend and expect to maintain or raise budgets over the next 12 to 24 months.