Bread Financial Holdings, Inc. (BFH)
BFH moved a median of +0.22% 30 minutes after news, and +0.14% by the close. How BFH actually reacts to news — the realized, point-in-time move the market made, measured across 380 labeled events over the last three years with zero look-ahead.
BFH’s median reaction, across the day.
| Horizon | Median | % positive | Events |
|---|---|---|---|
| 5-min | +0.20% | 57% | 379 |
| 30-min | +0.22% | 58% | 380 |
| 60-min | +0.26% | 61% | 380 |
| to close | +0.14% | 52% | 375 |
| Middle 50% of BFH reactions | -0.44% to +1.12% |
|---|---|
| Median reaction (30-min) | +0.22% |
| Measured reactions | 380 |
Half of all Bread Financial Holdings, Inc. news events land between -0.44% and +1.12% at 30 minutes.
Reaction stats as of 2026-09-21. Newest measured event . Reaction = percent move vs. the price at the news timestamp.
How BFH reacts, by analyst action.
| Event | Events | Median 30-min | % positive | Median to close |
|---|---|---|---|---|
| Analyst upgrades | 39 | -0.64% | 33% | -0.31% |
| Analyst downgrades | 21 | +1.28% | 81% | +3.31% |
| Coverage initiations | 27 | +0.31% | 78% | +0.93% |
| Rating reiterations | 110 | +0.02% | 53% | -0.18% |
| Price-target raises | 39 | +0.18% | 56% | +0.05% |
| Price-target cuts | 12 | -0.10% | 42% | -0.59% |
Last 3 years, pulled 2026-09-21. Reaction = percent move vs. the price at the news timestamp. Counts and medians only. The same measurement runs across every name in the dataset. See how BFH ranks against every other measured name →
That’s how BFH usually reacts — get an email when it moves on news →Email me when BFH moves on news.
One email per qualifying move — the headline, the measured reaction, and how it compares to BFH's baseline. Nothing else.
Recent BFH events, each with its measured reaction.
| Date | Headline | Event | Source | 5-min | To close |
|---|---|---|---|---|---|
| Bread Financial Schedules Third Quarter 2026 Earnings Conference Call for Oct. 22 | Press release | GlobeNewswire | -1.03% | -1.94% | |
| Bread Financial and Signet Jewelers Renew Longstanding Credit Card Program Agreement | Press release | GlobeNewswire | -1.52% | -2.19% | |
| Bread Financial Provides Performance Update for August 2026 | Press release | GlobeNewswire | -1.52% | -2.19% | |
| Form 8-K BREAD FINANCIAL HOLDINGS For: Sep 15 | SEC filing · Form 8-K | SEC EDGAR | -1.52% | -2.19% | |
| Bread Financial to Participate in the Barclays 24th Annual Global Financial Services Conference | Press release | GlobeNewswire | -0.86% | -1.25% | |
| Form 8-K BREAD FINANCIAL HOLDINGS For: Sep 03 | SEC filing · Form 8-K | SEC EDGAR | -0.51% | +0.71% | |
| Fans Score More: NFL Extra Points American Express® Credit Card Now Available | Press release | GlobeNewswire | -0.57% | -0.05% | |
| Bread Financial Provides Performance Update for July 2026 | Press release | GlobeNewswire | +0.14% | -1.23% | |
| Form 8-K BREAD FINANCIAL HOLDINGS For: Aug 17 | SEC filing · Form 8-K | SEC EDGAR | +0.14% | -1.23% | |
| Form 10-Q BREAD FINANCIAL HOLDINGS For: Jun 30 | SEC filing · Form 10-Q | SEC EDGAR | -0.63% | +1.56% | |
| Bread Financial Declares Dividends on Preferred and Common Stock | Press release | GlobeNewswire | +3.81% | +1.68% | |
| Bread Financial Provides Performance Update for June 2026 | Press release | GlobeNewswire | +3.81% | +1.68% | |
| Bread Financial Reports Second Quarter 2026 Results | Press release | GlobeNewswire | +3.81% | +1.68% | |
| Form 8-K BREAD FINANCIAL HOLDINGS For: Jul 23 | SEC filing · Form 8-K | SEC EDGAR | +3.81% | +1.68% | |
| Bread Financial Announces Executive Leadership Changes | Press release | GlobeNewswire | +2.39% | +2.89% | |
| Form 8-K BREAD FINANCIAL HOLDINGS For: Jul 08 | SEC filing · Form 8-K | SEC EDGAR | +2.39% | +2.89% | |
| Bread Financial Schedules Second Quarter 2026 Earnings Conference Call for Jul. 23 | Press release | GlobeNewswire | -0.12% | -2.75% | |
| Bread Financial Provides Performance Update for May 2026 | Press release | GlobeNewswire | +1.28% | +2.25% | |
| Form 11-K BREAD FINANCIAL HOLDINGS For: Dec 31 | SEC filing · Form 11-K | SEC EDGAR | -0.73% | +4.40% | |
| Form 8-K BREAD FINANCIAL HOLDINGS For: Jun 10 | SEC filing · Form 8-K | SEC EDGAR | +1.28% | +2.25% | |
| Bread Financial to Participate in the Morgan Stanley US Financials Conference | Press release | GlobeNewswire | -0.44% | -2.79% | |
| Form S-8 BREAD FINANCIAL HOLDINGS | SEC filing · Form S-8 | SEC EDGAR | -1.40% | +0.56% | |
| Form 8-K BREAD FINANCIAL HOLDINGS For: May 19 | SEC filing · Form 8-K | SEC EDGAR | -0.09% | +0.78% | |
| Bread Financial launches 2025 Sustainability Report | Press release | GlobeNewswire | -1.88% | +2.78% | |
| Bread Financial Provides Performance Update for April 2026 | Press release | GlobeNewswire | -1.44% | -0.05% | |
| Form 8-K BREAD FINANCIAL HOLDINGS For: May 15 | SEC filing · Form 8-K | SEC EDGAR | -1.44% | -0.05% | |
| Form 8-A12B BREAD FINANCIAL HOLDINGS | SEC filing · Form 8-A12B | SEC EDGAR | +0.06% | -0.08% | |
| Form 8-K BREAD FINANCIAL HOLDINGS For: May 12 | SEC filing · Form 8-K | SEC EDGAR | -0.07% | +0.72% | |
| Form CERT BREAD FINANCIAL HOLDINGS | SEC filing · Form CERT | SEC EDGAR | — | -0.56% | |
| Form 8-K BREAD FINANCIAL HOLDINGS For: May 05 | SEC filing · Form 8-K | SEC EDGAR | +0.39% | +2.23% | |
| Bread Financial Announces Launch of an Offering of Depositary Shares Representing Interests in Its Series B Preferred Stock | Press release | GlobeNewswire | +0.77% | +2.44% | |
| Bread Financial Announces Pricing of an Offering of Depositary Shares Representing Interests in Its Series B Preferred Stock | Press release | GlobeNewswire | +0.39% | +2.23% | |
| Form 8-K BREAD FINANCIAL HOLDINGS For: May 05 | SEC filing · Form 8-K | SEC EDGAR | +0.77% | +2.44% | |
| Form 10-Q BREAD FINANCIAL HOLDINGS For: Mar 31 | SEC filing · Form 10-Q | SEC EDGAR | +0.45% | -2.45% | |
| Bread Financial Declares Dividends on Preferred and Common Stock | Press release | GlobeNewswire | +1.35% | -3.74% | |
| Bread Financial Provides Performance Update for March 2026 | Press release | GlobeNewswire | +1.35% | -3.74% | |
| Bread Financial Reports First Quarter 2026 Results | Press release | GlobeNewswire | +1.35% | -3.74% | |
| Form 8-K BREAD FINANCIAL HOLDINGS For: Apr 23 | SEC filing · Form 8-K | SEC EDGAR | +1.35% | -3.74% | |
| Bread Financial Schedules First Quarter 2026 Earnings Conference Call for Apr. 23 | Press release | GlobeNewswire | +0.13% | -0.92% | |
| Form ARS BREAD FINANCIAL HOLDINGS For: Dec 31 | SEC filing · Form ARS | SEC EDGAR | +0.46% | -0.58% | |
| Form DEF 14A BREAD FINANCIAL HOLDINGS For: May 19 | SEC filing · Form DEF | SEC EDGAR | +0.33% | -0.71% | |
| Form DEFA14A BREAD FINANCIAL HOLDINGS | SEC filing · Form DEFA14A | SEC EDGAR | +0.33% | -0.71% | |
| Bread Financial Provides Performance Update for February 2026 | Press release | GlobeNewswire | +0.30% | +1.87% | |
| Form 8-K BREAD FINANCIAL HOLDINGS For: Mar 11 | SEC filing · Form 8-K | SEC EDGAR | +0.30% | +1.87% | |
| Ford and Bread Financial Accelerate Customer Benefits with New Financing Program— Unlocking Enhanced Experiences and Exclusive Loyalty Rewards | Press release | GlobeNewswire | +0.28% | -0.01% | |
| Bread Financial to Participate in the RBC 2026 Financial Institutions Conference | Press release | GlobeNewswire | -0.19% | +2.67% | |
| Bread Financial Announces $600 Million Increase in Share Repurchase Authority | Press release | GlobeNewswire | +0.05% | +4.36% | |
| Form 8-K BREAD FINANCIAL HOLDINGS For: Feb 26 | SEC filing · Form 8-K | SEC EDGAR | +0.05% | +4.36% | |
| Form 8-K BREAD FINANCIAL HOLDINGS For: Feb 17 | SEC filing · Form 8-K | SEC EDGAR | +0.53% | +1.96% | |
| Form 10-K BREAD FINANCIAL HOLDINGS For: Dec 31 | SEC filing · Form 10-K | SEC EDGAR | +0.04% | -0.12% |
Each reaction is the move the market actually made, measured from the news timestamp. Headlines link through to the BFH section they belong to.
Where else BFH is measured.
BFH earnings → · Analyst actions → · SEC filings →
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How the numbers are made.
How is Bread Financial Holdings, Inc.'s median reaction calculated?
Every labeled BFH news event is measured from its own timestamp: the last trade before the news is the base price, and the move is read at fixed horizons — 30 minutes of trading, then the close. The median across 380 events is what this page reports. Point-in-time, zero look-ahead: no event borrows information from a later one.
What counts as a positive reaction?
Any event whose price move is above zero at the horizon, relative to the last trade before the news timestamp. 58% of BFH's measured events are up at 30 minutes; the rest close the window flat or negative.
How often is this page updated?
The news table refreshes automatically as new events are labeled and priced. The reaction medians are re-pulled in batches from the dataset — the figures here are as of 2026-09-21.
Does BFH's past reaction predict its next one?
No. These are realized facts about past events, not forecasts. They describe a distribution — they say nothing certain about any future move.