FEATURE: How small businesses in Northern Nigeria struggle amid economic pressures, seasonal shifts
By Sabiu Abdullahi, Uzair Adam, Anwar Usman, Anas Abbas, Abdullahi Algasgaini, and Ibrahim Yunusa
As the summer season deepens across northern Nigeria, small business owners in various communities—from Kano to Kaduna, Jigawa to Bauchi—are raising the alarm over dwindling customer patronage.
The Daily Reality reports that the convergence of economic hardship, seasonal farming priorities, and insecurity is squeezing their operations, with many struggling to stay afloat.
Traditionally, the onset of summer in the Northern Hemisphere, beginning in May, signals a shift in consumer behavior.
For many local residents, it marks a transition from marketplace spending to full-scale agricultural engagement.
As people move into planting and harvesting, businesses dependent on daily and seasonal purchases are increasingly left behind. This year, that impact appears to be more pronounced than usual.
Hussain Ibrahim, a businessman at Kano’s Kofar Ruwa market, told The Daily Reality that while there is interest from customers, purchasing power has significantly weakened due to inflation and soaring prices.
He stated, “Although people want to patronize us, goods have become too expensive. The money you’d use to buy a ton of rod two years ago has doubled. Most people can’t keep up with the situation.”
He also attributed the crisis to the federal government’s removal of the fuel subsidy, which has drastically increased transportation costs.
Ibrahim added that, “Before, transporting goods from Lagos to Kano used to cost N800,000. Now, it’s N1.7 million. That alone inflates prices, and customers suffer for it.”
In Jigawa State, Umar Muhammad, a foodstuff dealer in Limawa, Dutse, highlighted another unique challenge: the irregularity of local civil servant salaries.
Muhammad said, “Our peak sales occur in the first and second weeks of the month when civil servants receive their pay. By the middle of the month, we might drop from N1 million in sales to just N200,000,” he revealed.
This pattern underscores how fragile small businesses are, relying heavily on public sector salary cycles for survival.
In Kaduna’s Zaria town, fertilizer dealer Yakubu Hussaini painted a bleak picture. According to him, the price hikes from suppliers—triggered by high import costs of raw materials—have slowed down the market significantly.
“The government’s decision to import maize, wheat, and rice discouraged many farmers. Coupled with the insecurity in rural areas, farmers are abandoning their lands. All of this has crushed demand for fertilizer,” he said.
As the rainy season approaches, and started in some areas, farming activities become top priority for most residents, further reducing commercial traffic in markets. This has hit businesses that depend on footfall the hardest.
Isah Mucika, a butcher at the Kwanar Ungogo abattoir in Kano, observed, “People are more focused on clearing their farms. I had to sell my motorcycle to invest in my farmland.”
He added that goods are seen as increasingly unaffordable, leading many to limit spending to farming essentials.
The story is the same in Bauchi, where a cosmetics seller said her weekly sales have been reduced to what she used to make in just two days.
“Now, people mostly buy only what they eat. Luxuries like cosmetics are no longer a priority,” she lamented.
A mobile phone dealer echoed her frustration. “Even fairly used phones are hard to sell. People come, ask for the price, and walk away. They’d rather fix their old phones than buy new ones.”
As small businesses continue to suffer under the weight of these intersecting challenges, local chambers of commerce and community leaders are calling for increased support for local enterprises.
There is a growing campaign urging residents to buy local, highlighting the social and economic ripple effects of every purchase.
“Supporting local businesses now is more important than ever. There is a strong connection between low patronage and the coming rainy season—but our collective choices can help cushion the impact.”
According to economic expert Abdulmalik Ibrahim, the low purchasing power of residents in northern Nigeria is a major factor behind the struggles faced by small businesses during this period.
Ibrahim pointed to a range of factors fueling the situation: high inflation, devaluation of the naira, and ongoing economic challenges that have shrunk household incomes.
He noted that Nigeria’s inflation rate reached 33.20% in March 2024, making it increasingly difficult for people to afford even basic necessities.
“The devaluation of the naira has pushed up the cost of imported goods, while economic instability and high unemployment have further reduced disposable incomes,” he explained.
Ibrahim added that rising prices for essentials like food, transport, and utilities have hit low-income households the hardest, reducing their spending power and affecting small businesses.
“Insecurity in farming communities and disruptions to supply chains have also driven up food prices, making the situation even worse,” he said.
He stressed that government borrowing from the Central Bank of Nigeria has contributed to inflation, further straining people’s ability to purchase goods and services.
“The combined impact of these factors is creating a harsh environment for small businesses across the region,” Ibrahim concluded.