Academy Sports and Outdoors is the less-wobbly of two hard-hit retail names because it is expected to post slightly stronger comparable sales growth than Tractor Supply as U.S. consumers stay cautious and discretionary spending weakens.
Academy Sports Looks Slightly Stronger Than Tractor Supply
That gap matters because both chains are leaning on the same battered customer, but Academy’s mix gives it a bit more room to defend traffic and ticket than Tractor Supply’s rural, farm-and-ranch core, which is more exposed to a slowing lower- and middle-income shopper. Recent macro data underline the strain: U.S. unemployment is projected around 4.18% for July, while consumer sentiment has slid to 43.18, near the weakest levels in years.
Sentiment IndicatorsⓘProprietary · adalytica.com · July 14, 2026
This is a snapshot — live sentiment, awareness and momentum for 130+ markets update continuously in the dashboard.Open AlphaPulse
Investors care because retail underperformance is increasingly a stock-selection game rather than a broad sector call. Academy shares closed at $46.49 on July 13, down from a recent peak above $59 in February, but still above the low $45 area hit last week. Tractor Supply ended at $30.24 after a steep drop from the mid-$50s in February and a slide from above $61 last summer, leaving both names well below their recent highs.
The technical picture points to two different shades of weakness. Academy’s share price is below its 50-day moving average of $50.40 and its 200-day average of $52.54, with an RSI reading of 31.2, indicating oversold conditions. Tractor Supply is also trading below both its 50-day average of $30.82 and its 200-day average of $45.63, but its RSI of 53.1 suggests the stock has stabilized more than Academy’s after the spring drawdown.
The fundamental narrative is simpler: consumers are still spending, but more selectively. U.S. retail spending continues to grow, with nonstore sales and other categories showing resilience, yet discretionary chains tied to big-ticket or seasonal purchases remain vulnerable to hesitation around demand, promotions and inventory discipline. That leaves both Academy and Tractor Supply navigating a market where even modest comparable-sales outperformance can determine whether a stock rebounds or keeps lagging.
For investors, the key test is whether Academy can convert its slightly better near-term sales outlook into margin and cash-flow stability, while Tractor Supply must prove its core rural customer is not weakening faster than management expected. The next read-throughs on same-store sales, guidance and holiday-season demand will decide whether the gap between these two embattled retailers widens or closes.
| Entity | Gains | Losses |
|---|---|---|
| Academy Sports | ▲Slightly better comp sales outlook | ▼Still below key moving averages |
| Tractor Supply | ▲Some support from defensive positioning | ▼Greater exposure to cautious consumers |
| Value hunters | ▲Lower entry prices | ▼Ongoing volatility and weak sentiment |
| Competitors | ▲Opportunity to gain share | ▼Pressure from promotion-driven traffic |
