Bread Financial Holdings Inc [BFH] Investment Guide: What You Need to Know

Bread Financial Holdings Inc’s recently made public that its Director Fawcett John J. acquired Company’s shares for reported $63459.0 on Jul 30 ’25. In the deal valued at $61.79 per share,1,027 shares were bought. As a result of this transaction, Fawcett John J. now holds 10,302 shares worth roughly $0.59 million.

Then, Fawcett John J. bought 1,000 shares, generating $51,020 in total proceeds. Upon buying the shares at $51.02, the Director now owns 6,473 shares.

Before that, Fawcett John J. bought 2,000 shares. Bread Financial Holdings Inc shares valued at $99,644 were divested by the Director at a price of $49.82 per share. As a result of the transaction, Fawcett John J. now holds 5,473 shares, worth roughly $0.32 million.

BTIG Research upgraded its Bread Financial Holdings Inc [BFH] rating to a Buy from a a Neutral in a research note published recently. A number of analysts have revised their coverage, including Morgan Stanley’s analysts, who decreased its forecast for the stock in early April from “an Overweight” to “an Underweight”. Morgan Stanley also remained covering BFH and has increased its forecast on December 19, 2024 with a “an Overweight” recommendation from previously “an Underweight” rating. BofA Securities revised its rating on August 09, 2024. It rated BFH as “a Buy” which previously was an “a Neutral”.

Price Performance Review of BFH

On Friday, Bread Financial Holdings Inc [NYSE:BFH] saw its stock fall -6.10% to $57.56. Over the last five days, the stock has lost -9.02%. Bread Financial Holdings Inc shares have risen nearly 5.79% since the year began. Nevertheless, the stocks have fallen -5.73% over the past one year. While a 52-week high of $66.71 was reached on 01/23/25, a 52-week low of $38.21 was recorded on 04/07/25.

Levels Of Support And Resistance For BFH Stock

The 24-hour chart illustrates a support level at 56.65, which if violated will result in even more drops to 55.74. On the upside, there is a resistance level at 59.23. A further resistance level may holdings at 60.91.

How much short interest is there in Bread Financial Holdings Inc?

A steep rise in short interest was recorded in Bread Financial Holdings Inc stocks on 2025-07-15, dropping by 63475.0 shares to a total of 3.88 million shares. Yahoo Finance data shows the prior-month short interest on 2025-06-13 was 3.94 million shares. There was a decline of -1.64%, which implies that there is a negative sentiment for the stock.

The most recent change occurred on July 16, 2024 when Compass Point began covering the stock and recommended ‘”a Buy”‘ rating along with a $54 price target.

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