J.C. Penney Speaks Volumes by Saying Nothing

Watch stocks you care about

The single, easiest way to keep track of all the stocks that matter...

Your own personalized stock watchlist!

It's a 100% FREE Motley Fool service...

Click Here Now

As my mother used to tell me as she'd tan my hide if I gave her any sass, "It's not what you say but how you say it" that gets you into trouble. Well, the market is similarly disciplining J.C. Penney (NYSE: JCP  )  for sassing it with a holiday operations update that was devoid of any facts.

The troubled department store operator sent out a press release regarding the Christmas shopping season that could charitably be described as being short on specifics -- and just about everything else. The brief, three-sentence release said it was "pleased" with how things went, its customers responded well to its in-store and online merchandise, and fourth-quarter guidance is still on track. See ya soon! Shares of the retailer plunged 10%.

The problem with the announcement, despite the apparent smiley face planted on news, is that Penney is giving investors less and less detail with each passing month, giving the impression at least that they don't want to let the cat out of the bag of an awful showing too soon.

In early November, the department store operator reported that October same-store sales rose 490 basis points over September's numbers and its online business saw sales surge 37%, driven largely by a 50% increase in home merchandise. While this was a definite improvement from its recent performance, Wall Street's expectations seemed set unrealistically high. Last month, however, it followed up with a slightly less forthcoming release, noting that comps were up more than 10% from the year-ago period, but failed to disclose what traffic in its stores was like and only allowed CEO Myron Ullman to remark that trends were "exciting."

So when it basically cut out all the extraneous verbiage from its press release yesterday and said, "Things are wonderful," lacking any sort of supporting data -- not even a quote from Ullman -- it rightly scared the market.

Compare that to Macy's (NYSE: M  ) , which also reported holiday sales results yesterday. It showed that comps rose 3.6% for the November to December period, and though expectations for the full quarter were sharply narrowed, it also gave preliminary earnings guidance for 2014 that was well ahead of analyst expectations. Yet as successful as it's been, it also announced it was cutting 2,500 jobs in an effort to save $100 million.

If Macy's, which has been significantly more successful than Penney over the past few years and has seemingly navigated a tenuous holiday shopping season, is coming under financial pressure, what conclusions can we draw from Penney's tight-lipped efforts other than that the final tally is going to be a lot less than we hoped for?

With that said, perhaps the retailer's plan is to underpromise and overdeliver, to let its results speak for themselves without any puffery when they're released. In fact, I was critical of Ullman previously for saying too much, such as when he told investors the retailer didn't need to raise cash just one day before filing to do just that. But if all you're going to do is release a vapid announcement like the one Penney did yesterday, then it might be best if the retailer takes to heart the advice of that country song: "You say it best when you say nothing at all."

Where the bets are being placed in 2014
There's a huge difference between a good stock and a stock that can make you rich. The Motley Fool's chief investment officer has selected his No. 1 stock for 2014, and it's one of those stocks that could make you rich. You can find out which stock it is in the special free report "The Motley Fool's Top Stock for 2014." Just click here to access the report and find out the name of this under-the-radar company.

Read/Post Comments (0) | Recommend This Article (1)

Comments from our Foolish Readers

Help us keep this a respectfully Foolish area! This is a place for our readers to discuss, debate, and learn more about the Foolish investing topic you read about above. Help us keep it clean and safe. If you believe a comment is abusive or otherwise violates our Fool's Rules, please report it via the Report this Comment Report this Comment icon found on every comment.

Be the first one to comment on this article.

Sponsored Links

Leaked: Apple's Next Smart Device
(Warning, it may shock you)
The secret is out... experts are predicting 458 million of these types of devices will be sold per year. 1 hyper-growth company stands to rake in maximum profit - and it's NOT Apple. Show me Apple's new smart gizmo!

DocumentId: 2789451, ~/Articles/ArticleHandler.aspx, 9/5/2015 12:12:11 AM

Report This Comment

Use this area to report a comment that you believe is in violation of the community guidelines. Our team will review the entry and take any appropriate action.

Sending report...

Rich Duprey

Rich has been a Fool since 1998 and writing for the site since 2004. After 20 years of patrolling the mean streets of suburbia, he hung up his badge and gun to take up a pen full time.

Having made the streets safe for Truth, Justice and Krispy Kreme donuts, he now patrols the markets looking for companies he can lock up as long-term holdings in a portfolio. So follow me on Facebook and Twitter for the most important industry news in retail and consumer products and other great stories.


Today's Market

updated 2 hours ago Sponsored by:
DOW 16,102.38 -272.38 -1.66%
S&P 500 1,921.22 -29.91 -1.53%
NASD 4,683.92 -49.58 -1.05%

Create My Watchlist

Go to My Watchlist

You don't seem to be following any stocks yet!

Better investing starts with a watchlist. Now you can create a personalized watchlist and get immediate access to the personalized information you need to make successful investing decisions.

Data delayed up to 5 minutes

Related Tickers

9/4/2015 4:00 PM
JCP $9.68 Up +0.04 +0.41%
J.C. Penney Compan… CAPS Rating: *
M $58.40 Down -0.88 -1.48%
Macy's, Inc. CAPS Rating: **