All Macy's did was shift sales from November-December to October. Stock rises when everyone THINKS this trend will continue - but it's merely a "borrowing" from their own future sales that keeps it flat over the Oct.-Dec. period.
You know what happens next? The insiders take advantage of this misdirection and sell high. That leaves you suckers, er, "optimists" holding the bag.
Watch how the funds and insiders slowly unload the stock in the next few months. They know what's about to happen. Do you???