Wall Street was surprised today by a rise that reminded investors of 2021’s meme-stock frenzy.
Kohl’s — the beleaguered big-box chain experiencing a years-long sales slump, major CEO drama, and multiple store closures — just saw a 105 percent stock jump.
In early day trading, the stock, which has been trading around $9 for weeks, reached over $19. The surge has since cooled, with shares now up above $14.
That’s still a 40 percent increase in one day.
Analysts are warning that even the lower rise isn’t supported by the business’ fundamentals.
‘What has Kohl’s done to earn this acceleration? Nothing at all,’ Neil Saunders, a retail expert at GlobalData, told DailyMail.com. ‘The company’s strategy and fundamentals are no different today than they were yesterday or the week before.’
Before Tuesday’s rise, Kohl’s share price has been battered in 2025.
Problems started for the company in March, when executives lowered the year’s sales forecast. Top bosses at the company predicted a five to seven percent decline in yearly sales.
Kohl’s saw a major stock price bump today – but analysts warn that retail investors should steer clear of the random gains
The stock price took a dive on the news, dropping from $12.05 on March 10 to $8.06 on March 14.
Then, the company garnered a series of shocking headlines in May after the board unexpectedly sacked the then-top boss, Ashley Buchanan, after five months on the job.
An internal investigation alleged Buchanan had engaged in a ‘highly unusual’ romantic relationship with a vendor.
Meanwhile, Kohl’s shoppers have seen an acceleration of store closures.
The company, which operates over 1,000 locations across the US, shuttered at least 27 locations in March.
‘To be fair, Kohl’s is trying to get the business back on track — but it is still ceding market share and struggling to remain relevant,’ Saunders added.
‘It’s another meme stock situation.’
In 2021, retail investors started a historic run at some of America’s iconic, struggling retailers.
Retail investors rushed cash into GameStop despite its shaky business fundamentals
Kohl’s saw a major share price spike today, jumping from over $9 to over $19 after markets opened
In May, the company’s CEO, Ashley Buchanan, was handed a pink slip, after investigators allege they discovered an inappropriate romantic relationship
Thousands of consumers, galvanized by individual activist investors on Reddit, poured money into embattled companies like AMC Theatres, Bed Bath & Beyond, and Koss.
GameStop became the most vivid example.
At the time, short sellers — largely well-capitalized hedgefunds — bet heavily against the stock, expecting the price to crater.
But Reddit users on r/WallStreetBets began buying options en masse, driving up the price and triggering a short squeeze that cost hedge funds millions.
Eventually, those stocks collapsed. Their businesses couldn’t support the social media-fueled hype.
‘Once a stock falls under the “meme” category, the price movements can be violent and volatile, so it’s certainly not for everyone,’ Bret Kenwell, a US investment analyst at eToro, told DailyMail.com.
‘Chasing can result in being burned.’
Saunders agreed, saying Kohl’s new shareholders should learn from former Bed Bath & Beyond investors.
The company ultimately collapsed under the weight of massive debt and filed for bankruptcy, shuttering all of its stores.
‘The share price increase is all about game-playing with stocks,’ he added.
‘At the end of the day, business performance and the reality of the balance sheet win.’
Kohl’s did not immediately respond to DailyMail.com’s request for comment.
