Peel Hunt29 Jan 2026 08:30
Card Factory is dead money, says Peel Hunt
Shares in Card Factory are ‘dead money for now’ after a difficult Christmas trading period, says Peel Hunt.
Analyst Jonathan Pritchard reiterated his ‘hold’ recommendation and target price of 75p on the card and gift chain of shops. It was trading down 1.8% to 68p on Wednesday following tough trading in November and December, with falling volumes and lower footfall contributing to a 1.2% fall in like-for-like sales over the month.
January trading has remained steady so far thanks to Valentine’s and Mother’s Day ranges, and other ventures away from the stores – such as Funky Pigeon – are continuing to perform well.
‘There remains fundamental questions to answer, but there will likely be some relief that things did not get worse over Christmas,’ said Pritchard.
‘The non-core activities are interesting, but it is hard to see much momentum developing in the stores, so the shares are probably dead money for now.’