Canada Goose Shares Plummet After Marketing Costs Lead to Profit Miss
Canada Goose shares fell today after marketing costs led to a profit miss. While earnings lagged, revenue grew behind strong demand from Gen Z in China.
Insights:
Canada Goose Holdings Inc. reported third-quarter results on February 5, 2026, missing adjusted earnings-per-share estimates. The company attributed the miss to increased marketing and promotional spending alongside a strategic expansion into lower-margin, less expensive products. This news triggered a sharp reaction in the United States 
US, where the shares of Canada Goose Holdings Inc. fell approximately 22% in premarket trading following the announcement.
US, where the shares of Canada Goose Holdings Inc. fell approximately 22% in premarket trading following the announcement.
