Bread Financial (NYSE:BFH) Stock Price Down 10% – Here’s What Happened

Bread Financial Holdings, Inc. (NYSE:BFH) shares traded down 10% on Wednesday . The company traded as low as $94.25 and last traded at $92.1360. Approximately 327,139 shares changed hands during mid-day trading, a decline of 57% from the average session volume of 761,453 shares. The stock had previously closed at $102.36.

Bread Financial News Roundup

Here are the key news stories impacting Bread Financial this week:

• Positive Sentiment: UBS Group raised its price target on Bread Financial to $120 from $94 and reiterated a buy rating, signaling the most bullish outlook in the batch of updates. Benzinga article The Fly article
• Positive Sentiment: Barclays upgraded BFH from underweight to equal weight and lifted its price target to $104 from $70, while Goldman Sachs raised its target to $108 from $94, both reinforcing improved sentiment toward the shares. Barclays upgrade article Goldman Sachs target raise article
• Positive Sentiment: TD Cowen also increased its target on Bread Financial to $103 from $95, suggesting additional upside even though it kept a hold rating. Benzinga article
• Neutral Sentiment: Bread Financial scheduled its second-quarter 2026 earnings conference call for July 23, which keeps investor attention focused on upcoming results but is not, by itself, a major catalyst. GlobeNewswire article
• Negative Sentiment: Late in the period, Zacks Research downgraded BFH from strong-buy to hold, partially offsetting the earlier wave of upbeat analyst actions. Zacks.com article

Analyst Upgrades and Downgrades

A number of equities analysts have recently commented on the stock. BTIG Research increased their price target on shares of Bread Financial from $105.00 to $132.00 and gave the stock a “buy” rating in a report on Tuesday, June 30th. UBS Group raised their price objective on Bread Financial from $94.00 to $120.00 and gave the company a “buy” rating in a report on Tuesday. Zacks Research lowered Bread Financial from a “strong-buy” rating to a “hold” rating in a research note on Monday. The Goldman Sachs Group lifted their price target on shares of Bread Financial from $94.00 to $108.00 and gave the stock a “neutral” rating in a research note on Tuesday. Finally, Keefe, Bruyette & Woods restated an “outperform” rating on shares of Bread Financial in a report on Wednesday, June 10th. Eight analysts have rated the stock with a Buy rating, six have given a Hold rating and one has issued a Sell rating to the company. According to data from MarketBeat.com, the company presently has a consensus rating of “Hold” and an average price target of $107.92.

Bread Financial Stock Down 8.5%

The firm has a market cap of $3.78 billion, a PE ratio of 7.66, a PEG ratio of 0.92 and a beta of 1.10. The company has a debt-to-equity ratio of 0.25, a quick ratio of 1.15 and a current ratio of 1.15. The company’s 50-day simple moving average is $93.93 and its two-hundred day simple moving average is $82.09.

Bread Financial (NYSE:BFH) last posted its earnings results on Thursday, April 23rd. The company reported $4.18 earnings per share (EPS) for the quarter, topping the consensus estimate of $3.00 by $1.18. Bread Financial had a return on equity of 18.79% and a net margin of 11.90%.The company had revenue of $1.02 billion for the quarter, compared to analysts’ expectations of $992.05 million. During the same period last year, the firm earned $2.86 earnings per share. Bread Financial’s quarterly revenue was up 4.9% on a year-over-year basis. On average, analysts predict that Bread Financial Holdings, Inc. will post 10.92 earnings per share for the current fiscal year.

Bread Financial Announces Dividend

The firm also recently announced a quarterly dividend, which was paid on Monday, June 15th. Investors of record on Friday, May 29th were issued a dividend of $0.23 per share. This represents a $0.92 dividend on an annualized basis and a dividend yield of 1.0%. The ex-dividend date was Friday, May 29th. Bread Financial’s dividend payout ratio is currently 7.53%.

Insider Buying and Selling

In related news, Director Roger H. Ballou sold 9,687 shares of the firm’s stock in a transaction on Friday, April 24th. The stock was sold at an average price of $90.32, for a total value of $874,929.84. Following the completion of the sale, the director owned 30,079 shares of the company’s stock, valued at $2,716,735.28. This trade represents a 24.36% decrease in their ownership of the stock. The sale was disclosed in a legal filing with the SEC, which is available through this link. Also, CEO Ralph J. Andretta sold 15,000 shares of Bread Financial stock in a transaction on Friday, May 29th. The shares were sold at an average price of $89.10, for a total transaction of $1,336,500.00. Following the completion of the sale, the chief executive officer owned 582,241 shares in the company, valued at approximately $51,877,673.10. This trade represents a 2.51% decrease in their position. The disclosure for this sale is available in the SEC filing. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan. 1.30% of the stock is currently owned by insiders.

Hedge Funds Weigh In On Bread Financial

Several hedge funds and other institutional investors have recently modified their holdings of BFH. Dimensional Fund Advisors LP lifted its holdings in Bread Financial by 0.3% in the first quarter. Dimensional Fund Advisors LP now owns 3,086,060 shares of the company’s stock worth $231,111,000 after buying an additional 9,854 shares during the period. Franklin Resources Inc. raised its position in shares of Bread Financial by 17.3% in the 4th quarter. Franklin Resources Inc. now owns 2,029,894 shares of the company’s stock worth $150,273,000 after acquiring an additional 299,439 shares in the last quarter. Geode Capital Management LLC lifted its stake in shares of Bread Financial by 1.2% in the 4th quarter. Geode Capital Management LLC now owns 1,159,731 shares of the company’s stock valued at $85,866,000 after purchasing an additional 14,257 shares during the period. Allianz Asset Management GmbH boosted its position in shares of Bread Financial by 21.6% during the fourth quarter. Allianz Asset Management GmbH now owns 1,147,366 shares of the company’s stock valued at $84,940,000 after purchasing an additional 203,707 shares in the last quarter. Finally, Hsbc Holdings PLC raised its holdings in Bread Financial by 14.7% in the first quarter. Hsbc Holdings PLC now owns 1,009,890 shares of the company’s stock worth $74,667,000 after purchasing an additional 129,774 shares in the last quarter. Hedge funds and other institutional investors own 99.52% of the company’s stock.

About Bread Financial

Bread Financial, formerly known as Alliance Data Systems, is a Columbus, Ohio–based financial services company that specializes in providing private label credit programs, co-brand credit cards and digital payment solutions for retail partners. The company designs, issues and services proprietary credit products, enabling merchants to offer branded financing options that drive customer loyalty and increase basket sizes at the point of sale. Through its Bread technology platform, Bread Financial delivers installment-based payment options that integrate directly into e-commerce and in-store checkout experiences.

In addition to its core credit offerings, Bread Financial provides analytics, marketing and loyalty services to help merchants better understand consumer behavior and optimize promotional strategies.