I have 4.5 shares of ULTA in my portfolio atm, and I can't wrap my mind around why the stock keeps going down. I bought after the CEO made his stupid comment, thinking the market over reacted, and bought more right before quarterly reports, and again today.
Based of quarterly reports it seems like the stock is still pretty good, I think it was over inflated before but after reports released it seems clear that the company isn't in any real danger. Not to mention it seems like every news article I see on ULTA is positive weather it be them teaming with doordash, or all the articles saying its a good buy right now, yet stock price keeps lowering. Does anyone have an explanation?
P.S obligatory this is not financial advice, just me being confused why the numbers aren't going up.
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