How Stocks Tend to Perform After Black Friday

stock market performance on black friday
stock market performance on black friday

According to Interactive Investor’s Scholar, fears about product shortages could boost Black Friday sales as customers look to frontload their Christmas shopping. Hulbert explains that investors overreact when Black Friday sales fail to meet expectations, creating conditions for a bounceback as the end of the year approaches. According to seasonality screener, Seasonax, the S&P 500 showed strong seasonal returns between 20 November and 6 December between 2001 and 2020. However, these were typically short lived, with the index falling immediately after. Leading purchases include clothing (bought by over 50% of US shoppers), toys (32%), books/movies/video games (29%) and electronics (27%).

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While investors continue to fret about macroeconomic factors like inflation and monetary policy, they had largely gotten past anxiety over Covid. Large swaths of the travel and leisure business have staged a return this year, while pandemic darlings like Zoom and Peloton have fallen out of favor. Even after today’s selloff, the Dow has risen 12% in 2021 to date, while the tech-heavy Nasdaq is up 17%. Based on the graph below, which includes data from 1928 through 2018, it turns out September is historically the worst month in the stock market, losing an average of 1%.

Black Friday retail stock performance: A snapshot

Black Friday sales may typically only last a weekend, but sales figures are often treated as important indicators by investors. Encouraging results may suggest high consumer confidence, which could be seen as a positive signal for the retailer and the economy, serving to raise share prices. This underlines the importance of traders considering a range of fundamental reasons that can contribute to moves during the holiday season. Some argue in favor of the Keynesian effect of spending driving economic activity, which puts more money into circulation and potentially buoys the economy. At a time when the US economy has shown signs of recession, consumer spending might be welcomed.

Economists, based on the Keynesian assumption that spending drives economic activity, view lower Black Friday numbers as an indication of slowed growth. Because Black Friday makes up almost 20% of total retail sales, investors sometimes use Black Friday figures as a predictor of Q4 results, which are often released the following January. Poor Black Friday sales figures can dampen hopes for a profitable quarter, decreasing demand for a company’s stock and pushing the share price down. In conjunction with Cyber Monday, the Monday after Thanksgiving that pushes online sales, the shopping period is seen by some analysts and market commentators as providing a measure of economic prosperity.

stock market performance on black friday

The S&P and Nasdaq each slipped more than 2%, with the performance of the three major indices combining for the worst Black Friday for the stock market since 1950. Compounding the problem is that such sentiment can carry into the new year. After all, fourth-quarter performance is a strong indicator of what will play out in the coming year, and that may be more significant in the retail sector than any other. When investing in a major retailer, consider the ones that typically do well during the holiday season. This can include major retailers like toy stores and department stores offering a wide selection of gifts.

Black Friday and Stocks

Also, the percentage of returns that have been positive is higher than typical weeks (68% vs. 57%). I thought you might see a higher standard deviation during the week because of reactions to the retail shopping data but that has not been the case. Cyber Monday is the Monday after the holiday weekend; sales during the five-day period of Thanksgiving through Cyber Monday are seen as reflective of consumer sentiment.

stock market performance on black friday

In that case, the S&P 500 loses an average of over 1% the next three months with 60% of the returns positive. Of note, the best U.S. sector from one week before to one week after Black Friday is retail. From 2007 to 2017, a grouping of S&P 500 retail stocks posted a 5% return, compared to the average 3% return for the S&P 500 over that period. For all 10 years, this basket of retail stocks has traded positively for the 10-day period. Black Friday is important because this is the shopping day when many retailers have traditionally made enough sales to put them in the black for the year. Since many retailers consider Black Friday to be crucial to their business’s annual performance, investors look at Black Friday sales numbers as a way to gauge the overall state of the entire retail industry.

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The pandemic saw online shopping soar in popularity last year – e-commerce jumped to 15% of total sales in the fourth quarter of 2020, up from 12% in the prior year quarter. With over a decade of experience writing about the stock market, Karee Venema is an investing editor and options expert at She joined the publication in April 2021 after 10 years of working as an investing writer and columnist at Schaeffer’s Investment Research. In her previous role, Karee focused primarily on options trading, as well as technical, fundamental and sentiment analysis. Investors also braced themselves for a series of key inflation data due this week. February’s consumer price inflation report, including the latest reading of the core inflation rate, is expected Tuesday, followed by wholesale inflation data on Wednesday.

  • Otherwise, you can feel free to ignore your portfolio and jump into the Black Friday fray with the crowd.
  • Global markets are open, but stock market trading is unlikely to be affected by Thanksgiving alone because of the importance of the day after.
  • Compounding the problem is that such sentiment can carry into the new year.
  • Whether the S&P 500 was positive or negative or anywhere in between the week after Black Friday, the last few weeks of the year have been bullish.

Next week will be reports of foot traffic, sales, online sales and fist fights which will all be used to gauge the strength of the consumer and the economy in general. In other words, it should be a telling week for the stock market. I’m taking a look at past years to see how stocks have behaved in the coming week and if the market’s behavior is any indicator for what to expect going forward. These may give clues as to how consumer spending may go, allowing traders to consider certain retail stocks. For example, lower gasoline prices and strong employment figures could signal more spending power and company sales expectations being met.

Here are the stock market’s trading hours for Black Friday

Green Monday refers to one of the retail industry’s busiest shopping days, occurring on the second Monday in December. Investopedia requires writers to use primary sources to support their work. best online brokers for day trading in march 2021 These include white papers, government data, original reporting, and interviews with industry experts. We also reference original research from other reputable publishers where appropriate.

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Black Friday, Nov. 26, is the official start to the holiday shopping season, with many retailers — including Macy’s Inc. M, +0.74%and Walmart WMT, -0.57%— offering bargains for those looking for holiday gifts. The NRF announced on Jan. 15, 2021, that retail sales over the 2020 holiday season grew 8.3% year over year , to $789.4 billion, exceeding NRF expectations. This was more than double the five-year average YOY growth of 3.5%. Thanksgiving is an important day for a lot of businesses, particularly those in the food industry. However, U.S. stock markets are closed on Thanksgiving and open for only half the day on Black Friday.

Investors swarmed into U.S government bonds Monday after the collapse of Silicon Valley Bank and subsequent government backstop of the banking system. Whether you choose to work with an advisor and develop a financial strategy or invest online, J.P. Morgan offers insights, expertise and tools to help you reach your goals. JPMorgan Chase & Co., its affiliates, and employees do not provide tax, legal or accounting advice. Information presented on these webpages is not intended to provide, and should not be relied on for tax, legal and accounting advice.

JPMS, CIA and JPMCB are affiliated companies under the common control of JPMorgan Chase & Co. When all is said and done, Black Friday is more of a shopping event for consumers than an investment indicator for investors. Rather than focusing on any bounce from certain retail stocks that might benefit from Black Friday, it may be more a matter of positioning for a general market upturn. If there is a play during this holiday week, that one might be the most predictable. If the stocks you’re currently holding in your portfolio are fundamentally sound, there’s no need to make a change based on the upcoming holiday season. And of course, with so many people shopping online sales these days, online retailers seem like a sure bet no matter what’s happening with the big retail chains.

This week I’m looking at how stocks have tended to perform in the week after Black Friday. I will also test whether it is, in fact, a good indicator for stocks going forward. Finally, I’ll show a list of retailers and other relevant stocks and how they’ve performed during the crucial week after Black Friday. First it was known for the Black Friday stock market crash – then for being the biggest shopping day of the year. The meaning may have evolved, but today, Black Friday is still a subject for stock market scrutiny.

Families on a budget may try to stretch their dollars when buying gifts. The new normal combined with rising inflation makes this year’s Black Friday sale something of a question mark. Unemployment has dropped significantly since last year, but no one can predict how that will translate into business sales.

Morgan online investingis the easy, smart and low-cost way to invest online. Investing involves market risk, including possible loss of principal, and there is no guarantee that investment objectives will be achieved. From 6 months to 10 years, these certificates of deposit offer high yield interest rates. If you’ve already set your investment allocation, you’ll want to stick with it through relatively minor events, like Black Friday. Given the economic uncertainty of 2021, it may also be worth thinking about discount businesses that focus on keeping prices low.

stock market performance on black friday

However, the overall stock market and broader investor sentiment are not always impacted by the results of Black Friday, with market participants focused on a variety of economic and political developments. Deals are expected to fall versus before the pandemic with economic pressures from rising prices and a fractured supply chain translating into fewer discounts,” Scholar added. Black Friday sales typically last for only a weekend, but sales figures are often treated as an important indicator by investors. Customers have traditionally been attracted to Black Friday sales thanks to a combination of time-limited ‘doorbuster’ discounts and holiday themed displays.

A particularly strong or weak Black Friday-through-Cyber Monday shopping period tends to have a big impact on retail stocks, but it may not be significant enough to sway broader stock market sentiment. The stock market can be affected by having extra days off for Thanksgiving or Christmas. The markets tend to see increased trading activity and higher returns the day before a holiday or a long weekend, a phenomenon known as the holiday effect or the weekend effect. Thanksgiving week means Black Friday and the beginning of holiday shopping. Next week reports of Black Friday sales and the amount of foot traffic will be used to gauge the strength of both the consumer and the economy.

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