Share your insights or perspective on the financial matter presented in the input.

Why do stock prices of retailers not surge during the holidays?
Systemic and well know patterns in sales are priced in to the security.  Typically companies with very cyclical earnings like this will issue guidance of earnings per share within a range.  These expected earnings are priced in before the earnings are actually booked.  If a company meets these expectations the stock will likely stay relatively flat.  If the company misses this expectation, the stock, generally, will get slammed.   This kind of Wall Street behavior typically mystifies media outlets when a company's stock declines after reporting a record high level of whatever metric.  The record high is irrelevant if it misses the expectation. There is no crystal ball but if something is both well known and expected it's already been "priced in."  If the well known expected event doesn't occur, maybe it's a new normal.