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These 3 Consumer Stocks Just Authorized Big-Time Buyback Programs
Written by Leo Miller. Publication Date: 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 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 tailwind to per-share metrics such as adjusted earnings per share (EPS) and signals management's confidence in each company's outlook. Here's a look at the 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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Discover how to invest in the fund Trump uses to collect this income >>On Dec. 23, the roughly $40 billion consumer staples company Kroger added $2 billion to its buyback authorization. That brings Kroger's total buyback capacity to about $2.9 billion — roughly 7.2% of its market capitalization.
Relative to its size, Kroger has been an aggressive repurchaser. The firm 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 is near 14.4% — among the top 10 LTM buyback yields in the S&P 500.
Buybacks are clearly a key capital-return tool for Kroger, but not the only one: the company also pays an indicated dividend yield of about 2.2%, roughly double the S&P 500's 1.1% average.
LULU's Tough 2025 Leads to New CEO, New Buybacks
lululemon has had a difficult 2025, with shares down about 45% year-to-date. Alongside its latest earnings release, the company made two major announcements on Dec. 11.
First, CEO Calvin McDonald will step down as the company searches for a permanent replacement to lead its next phase of growth.
Second, lululemon approved a $1 billion buyback program, bringing total buyback capacity to roughly $1.6 billion — about 6.5% of the stock's $24.5 billion market cap.
The authorization allows the company to continue repurchasing shares at a pace similar to recent periods; lululemon's LTM buyback spending is about $1.3 billion.
While a CEO transition and added buybacks could help restore investor confidence, markets will want more. With one quarter left in fiscal 2025, the company is forecasting annual sales growth of about 4% — down from roughly 10% last year and nearly 19% the year before. Ultimately, longer-term investor sentiment will hinge on product momentum, execution and the outcome of the CEO search.
After Post-Earnings Crash, ETSY Now Holds Massive Buyback Capacity
Etsy rallied nearly 43% in 2025 through Oct. 27, but its earnings report on Oct. 29 sent the shares down around 10%. Continued selling left Etsy up just 5.4% for the year.
Although Etsy beat estimates on sales and adjusted EPS, it described the outlook on consumer spending as "uncertain" and issued cautious guidance — a combination that pressured the stock.
The company also announced CEO Josh Silverman will step down, with Kruti Patel Goyal named as his successor, further weighing on investor sentiment.
On Dec. 18, Etsy announced a new $750 million share-repurchase authorization to help bolster confidence.
Combined with more than $200 million of remaining buyback capacity, the firm's total capacity now sits between about $950 million and $1 billion. At the midpoint, that amounts to roughly 17.7% of its $5.5 billion market capitalization. Etsy summed up its rationale plainly: "we see value in our shares."
Keep an Eye on ETSY's Repurchases
The takeaway across these three companies is simple: buyback capacity has increased enough to meaningfully affect share count and per-share metrics if managements follow through with repurchases.
Etsy's authorization is the most notable by percentage of market cap. Investors will be monitoring actual buyback activity over the coming quarters to judge whether management's commitment is substantive. Strong repurchase activity could help restore confidence after a volatile period for ETSY; weak activity could leave the market viewing the authorization as more signal than substance.
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