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Saturday’s Featured News

These 3 Consumer Stocks Just Authorized Big-Time Buyback Programs

Written by Leo Miller. First Published: 12/29/2025. 

Quick Look

• Kroger, lululemon, and Etsy all expanded share repurchase authorizations large enough to meaningfully support per-share results.
• Kroger holds one of the highest buyback yields in the S&P 500.
• Etsy’s authorization is the biggest relative to company size, making execution on repurchases a key sentiment signal.

Three consumer goods stocks recently announced significant share-repurchase authorizations, and all three now have buyback capacity equal to 5% or more of their market capitalization.

That capacity can provide a meaningful tailwind to per-share metrics such as adjusted earnings per share (EPS) and signals management confidence in the outlook. Here’s a look at the recent repurchase news for Kroger (NYSE: KR), lululemon athletica (NASDAQ: LULU), and Etsy (NASDAQ: ETSY).

Kroger Boosts Capacity After Aggressive Buyback Spending in 2025

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On Dec. 23, the $40 billion consumer staples company Kroger added $2 billion to its buyback authorization, bringing total capacity to about $2.9 billion—roughly 7.2% of Kroger’s market capitalization.

Relative to its size, Kroger has been an unusually aggressive repurchaser: the company has spent more than $6 billion on buybacks over the last 12 months (LTM). After issuing roughly $200 million of shares over the same period, the stock’s LTM buyback yield sits at approximately 14.4%, placing it among the top 10 highest LTM buyback yields in the S&P 500.

Kroger also returns capital through dividends: its indicated dividend yield is about 2.2%, versus the S&P 500 average of roughly 1.1%.

LULU’s Tough 2025 Leads to New CEO, New Buybacks

lululemon has had a difficult 2025, with the stock down roughly 45% year-to-date (YTD). On Dec. 11, alongside its latest earnings release, the company announced two major changes: CEO Calvin McDonald will step down as the firm searches for a permanent replacement, and the board approved a $1 billion share-repurchase program.

The new authorization raises lululemon’s total buyback capacity to about $1.6 billion, or roughly 6.5% of its $24.5 billion market cap. That gives the company the flexibility to continue buying back shares at a pace similar to recent periods—the firm’s LTM buyback spending is about $1.3 billion.

Still, markets are likely to demand more than buybacks to restore confidence. With one quarter left in fiscal 2025, the company is forecasting annual sales growth of just 4%, compared with 10% last year and nearly 19% the year before. While added repurchase capacity can support per-share results, investors will focus on product momentum, execution, and the outcome of the CEO search.

After Post‑Earnings Drop, ETSY Now Holds Massive Buyback Capacity

Etsy rallied nearly 43% in 2025 through Oct. 27, but its late‑October earnings report prompted an immediate sell‑off—shares fell about 10% on Oct. 29 and have since underperformed, leaving the stock up only 5.4% for the year.

Although Etsy beat estimates on both sales and adjusted EPS, management described consumer-spending conditions as “uncertain” and issued cautious guidance, which weighed on the stock. The company also announced a leadership change: CEO Josh Silverman will step down and Kruti Patel Goyal will replace him.

On Dec. 18, Etsy announced a new $750 million share-repurchase authorization. Including roughly $200 million of remaining capacity, total buyback capacity now sits between $950 million and $1 billion. At the midpoint, that represents about 17.7% of Etsy’s $5.5 billion market capitalization. Management explained the move plainly: “we see value in our shares.”

Keep an Eye on ETSY’s Repurchases

Across these three companies, the common thread is clear: buyback capacity has increased enough to materially affect share count and per‑share metrics if management follows through.

Etsy’s authorization is the most striking by percentage of market cap. Investors should watch actual buyback activity over the next few quarters—sustained repurchases would signal genuine confidence and could help stabilize the stock, while limited activity might leave the market viewing the authorization as more signal than substance.

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