Just about one year ago, a consumer chain lumbering its way toward business irrelevancy suddenly became the lodestar of a stock market craze.
GameStop, a a money-losing video- and computer-game retailer with 5,000 stores facing a bleak future as game-buying shifted from physical products to digital downloads, seemingly had nowhere to go but down. Short sellers had piled into its stock, betting that it was on a glide path to extinction.
Suddenly, in January 2021, the shares took off. On the first trading day of that year, they closed at $17.25. On Jan. 29, they closed at $325, a day after hitting an intraday peak of $483. On Monday, they fell $6.21 or 5.8%, to $100.15, their lowest level since Feb. 24, 2021.
In 2021, GameStop became the emblematic “meme stock,” meaning that it was being pumped up by online stock pickers with a story to tell.
The GameStop story had several elements. One was related to the notion that short sellers, who borrow shares with the intention of selling them and eventually buying them back at a lower price to return to the lenders, are an illegitimate drag on the stock market.
Another was that short sellers were chiefly rich hedge funds and vulnerable to a “short squeeze,” in which a stock is driven up, forcing the shorts to buy back in at a higher price, which puts them in the red. That meant that buying into GameStop was a way for the little guy to put it to the Man.
A third was that GameStop had come under the control of Ryan Cohen, a visionary investor who was going to lead the company into a new-technology nirvana.
None of these elements was true. As I’ve written before, short-selling is healthy for the stock market. That’s because unalloyed optimism, which is what’s generally purveyed by corporate executives, is unhealthy for capitalism, just as living on a diet exclusively of Twinkies would be for you or me.
Short sellers provide a necessary corrective to this tendency — it was shorts who sounded early alarms about Enron and other artifacts of corporate criminality.
Although one hedge fund is known to have taken a bath in the GameStop short squeeze, indications are that many others made money on the shares as they rose. The GameStop meme investors were just putting money in their pockets.
As for Cohen’s vision, so far, no dice. After becoming GameStop’s largest investor, Cohen became its chairman in early January 2021 and proceeded to clean house, filling the board and the corporate suite with his associates.
Over the first nine months of 2021, the company increased sales to $3.76 billion from $3 billion a year earlier, but narrowed its loss only modestly to $234 million from $295 million.
In the third quarter, which ended Oct. 30, sales rose to $1.3 billion from about $1 billion from a year earlier, but also increased its quarterly loss to $105.4 million from $19 million a year earlier.
The company attributed the results to customers’ shifts to higher-priced but lower-margin hardware and to “increased freight and credit card fees associated with the shift to e-commerce sales.”
Most recently, as it happens, the company has opened a website for consumers to trade nonfungible tokens, another “meme” investment vehicle, and has indicated that it’s looking to jump into the cryptocurrency markets. Those ventures both sound as if Cohen is still searching for GameStop’s holy grail.
In any case, the news about GameStop’s new directions didn’t do anything to goose the shares higher. The Wall Street Journal telegraphed the company’s new direction Jan. 6. The shares closed at $131.03 that day and have lost 30% of their value since then.
