Are Bon-Ton Stores Inc (BONT) Black Friday Sales Sending its Stock Soaring?

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Bon-Ton Stores Inc (NASDAQ:BONT) has quite the selection of holiday deals this Black Friday, and that may be just enough to send investors into not only a buying frenzy for their products but also perhaps their stock.

The company, today unveiled over 600 “Door Busters” at what they are claiming to be their “Biggest After Tahnksgiving Sale”. They are offering free shipping on all orders, as well as huge discounts such as $60 off a $100 purchase for both men’s and women’s coats.

The stock increased 16.25% or $0.39 on November 27, hitting $2.79. About 899,227 shares traded hands or 106.92% up from the average. BONT has declined 67.35% since April 24, 2015 and is downtrending. It has underperformed by 65.99% the S&P500.

Out of 3 analysts covering Bon-Ton Stores (NASDAQ:BONT), 0 rate it “Buy”, 2 “Sell”, while 1 “Hold”. This means 0 are positive. $3.50 is the highest target while $2 is the lowest. The $2.50 average target is -10.39% below today’s ($2.79) stock price. Bon-Ton Stores was the topic in 6 analyst reports since August 21, 2015 according to StockzIntelligence Inc. Telsey Advisory Group maintained the stock on November 20 with “Underperform” rating. Zacks upgraded the shares of BONT in a report on August 21 to “Sell” rating.

The institutional sentiment is 0.78 in Q2 2015. Its the same as in 2015Q1. The ratio is the same, as 18 funds sold all Bon-Ton Stores Inc shares owned while 19 reduced positions. only 13 funds bought stakes while 16 increased positions. They now own 10.01 million shares or 8.49% less from 10.94 million shares in 2015Q1.

Brigade Capital Management Lp holds 0.46% of its portfolio in Bon-Ton Stores Inc for 1.79 million shares. Deltec Asset Management Llc owns 376,008 shares or 0.38% of their US portfolio. Moreover, Teton Advisors Inc. has 0.2% invested in the company for 616,755 shares. The Pennsylvania-based Emerald Advisers Inc Pa has invested 0.08% in the stock. Wellington Shields & Co. Llc, a New York-based fund reported 25,500 shares.

Since June 2, 2015, the stock had 0 insider purchases, and 2 insider sales for $8,597 net activity. Mansker Jimmy Dale sold 550 shares worth $1,925.

The Bon-Ton Stores, Inc. is a department store operator. The company has a market cap of $61.71 million. The Firm offers a range of brand-name fashion apparel and accessories for women, men and children. It currently has negative earnings. It operates approximately 270 stores in 26 states in the Northeast, Midwest and upper Great Plains under the Bon-Ton, Bergner’s, Boston Store, Carson’s, Elder-Beerman, Herberger’s and Younkers nameplates, encompassing a total of approximately 25 million square feet.

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