bull balloon

New York City (CNNMoney)

The Macy’s Thanksgiving Day Ceremony ought to have a securities market themed balloon: a bull with blinders on it.

Shares of Macy’s (M) popped 4 % Wednesday morning although the store decreased its revenues overview for the fourth quarter– you understand, that essential vacation duration. Sales for the third quarter missed out on forecasts as well.

Exactly what the heck? Are financiers hitting the spiked eggnog a small amount of very early?

Macy’s is probably one of the most renowned seller in America when it comes to holiday purchasing.

In addition to sponsoring the large parade on Turkey Day, Macy’s is also the setting for the timeless 1947 flick “Wonder on 34th Street” that featured a youthful Natalie Wood.

Bad information excels news for retail sector? So if Macy’s is telling Commercial that it expects a softer fourth quarter, should not that be a problem for it et cetera of the retail sector?

Several traders on StockTwits admitted they were stunned that the stock was higher.

“Market is immune to Macy’s terrible support,” composed strategymizer.

$M sales were bad as well as they r visiting misbehave in the near future … fine permit’s acquire it,” added rapture133.

Macy’s wasn’t the only retailer that was rallying Wednesday. Shares of struggling outlet store chain J.C. Penney (JCP), which will certainly state its most current outcomes after the closing bell, were up even more than 4 %.

Kohl’s (KSS), Dillard’s (DDS), Nordstrom (JWN) as well as the wider SPDR S&P Retail (XRT) exchange-traded fund were all greater too.

Associated: Retail stocks to acquire in advance of the holidays

But one investor worried that stores are visiting run aggressive promos simply to meet sales targets … no concern exactly what they end up doing to profits.

“There u go. Nothing issues various other compared to driving retail stocks greater. Mkt is crazy. Margins will be squashed to make holiday #,” quipped mytfine.

Still, it deserves noting that Macy’s earnings for the 3rd quarter blew away projections. So financiers are most likely delighted by that.

Macy’s CEO may sound thrilled: Even though the firm did cut its 2014 incomes forecast from $4.40 to $4.50 a share to a variety of $4.25 to $4.35, it would certainly be a mistake to claim that Macy’s is having a hard time.

If Macy’s attacks the midpoint of its brand-new target, that would still be regarding an 8 % boost from in 2013’s earnings. Not superb, however not a calamity either.

Related: Are stocks as well pricey?

Macy’s Chief Executive Officer Terry Lundgren did not seem horribly concerned by its lesser revenues overview either. In a statement, Lundgren claimed that “we stay positive for the fourth quarter” and provided four factors why the firm was favorable:

  1. “A superior product selection for holiday gift-giving”
  2. A better mix of product for after the holidays
  3. New advertising and marketing methods such as the Buy Online Pickup waiting for Macy’s and Bloomingdale’s places in addition to Exact same Day Delivery aviators in 8 Macy’s markets and also 4 Bloomingdale’s markets.
  4. “A return to more normalized weather condition designs after the unusually intense snowstorms in the fourth quarter in 2012.”

That prior line is quite amusing. Sellers are commonly fast to blame bad climate when sales go into a tailspin.

So it seems that Lundgren is doing his best prophet acting as well as really hoping that there will certainly be no significant tornados in early-to-mid December like last year.

Associated: The supreme overview to purchasing on Thanksgiving holiday

Certainly, forecasting what the climate will resemble a month ahead of time is as hard to do as forecasting where the stock exchange will be in a matter of weeks.

Yet financiers are in a flexible state of mind. One trader summed it up ideal: Lundgren’s words ended up speaking louder than the awful numbers.

“$M despite the adverse record, as well as it was negative, the shares are up, market should basically such as the CEO’s tone …” claimed obdurate_trader.