A dozen retail giants report this week, and they won't agree on whether the consumer is healthy. What if that disagreement is the real signal?

A dozen retail giants report this week, and they won't agree on whether the consumer is healthy. What if that disagreement is the real signal? cover

🛒 Checkout time: Retail sales unexpectedly fell 0.6% in July, right before the giants report.📋 Your week-ahead watchlist: Every big retailer reporting this week, in one place to track.
🏷️ Shop the shelves: Set your own conditions for success on top of our Retail Sector Screener.

This week is a gauntlet for retail. Home Depot (HD) kicks it off Tuesday, then Target (TGT), Lowe's (LOW) and the off-price names midweek, with Walmart (WMT) the headline act on Thursday. Everyone will be hunting for one answer: is the consumer holding up, or cracking? 

But there is no single "consumer." Home Depot is a bet on big-ticket spending and the housing market. Walmart, Target and the off-price chains live on everyday budgets. And when money gets tight, people don't stop spending, they trade down: from the big renovation to the small treat, from full price to off-price. So a "weak" consumer is a headwind for one of these names and a tailwind for another, in the very same week.

That's why the useful signal this week is the divergence. Listen to the language management uses, traffic, basket size and trading down. The economy rarely hands you one clean answer. More importantly, for long term investors, it’s about assessing a company’s ability to exert pricing power and sustain itself through tougher economic conditions.

Name a retailer you'd trust to come out of a downturn stronger, not weaker.

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