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BREAD FINANCIAL HOLDINGS INC (BFH) Stock Technical Analysis

USA - New York Stock Exchange - NYSE:BFH - US0185811082 - Common Stock

68.78 USD
-2.23 (-3.14%)
Last: 1/23/2026, 8:04:00 PM
68.78 USD
0 (0%)
After Hours: 1/23/2026, 8:04:00 PM
Technical Rating and Analysis

4

We assign a technical rating of 4 out of 10 to BFH. BFH has been an average performer in the overall market. We also notice some doubts in the very recent evolution, but in the medium term things are still fine.

  • In the last month BFH has a been trading in the 67.78 - 82.03 range, which is quite wide. It is currently trading near the lows of this range.
  • BFH is part of the Consumer Finance industry. There are 53 other stocks in this industry. BFH outperforms 71% of them.
  • BFH is currently trading in the upper part of its 52 week range. The S&P500 Index however is currently trading near a new high, so BFH is lagging the market slightly.
  • The long term trend is positive and the short term trend is negative. It is probably better to wait until this picture becomes clearer.
  • When comparing the performance of all stocks over the past year, BFH turns out to be only a medium performer in the overall market: it outperformed 59% of all stocks.
Weekly and Daily overview Charts
BREAD FINANCIAL HOLDINGS INC / BFH Weekly stock chart
BREAD FINANCIAL HOLDINGS INC / BFH Daily stock chart
Setup Rating and Analysis

4

BFH has an average technical rating and also the quality of the setup is only medium at the moment. Price movement has been a little bit too volatile to find a nice entry and exit point. It is probably a good idea to wait for a consolidation first.

Support and Resistance Analysis

47.66

75.03

We found 4 important support areas.

  • A support zone ranging from 68.77 to 68.77. This zone is formed by a combination of multiple trend lines in multiple time frames.
  • Support @60.86 from a trend line in the weekly time frame.
  • Support @58.25 from a trend line in the daily time frame.
  • Support @48.14 from a trend line in the weekly time frame.

When analyzing the resistance we notice 2 important areas.

  • A resistance zone ranging from 71.06 to 71.55. This zone is formed by a combination of multiple trend lines and important moving averages in multiple time frames.
  • A resistance zone ranging from 73.73 to 74.29. This zone is formed by a combination of multiple trend lines and important moving averages in the daily time frame.
Technical Indicator Signal Analysis

The Technical Rating and Setup analysis above combine different indicators and trends in different timeframes. Individual signals from indicators may give more contradictive signals and should always be interpreted in the more global context.

IndicatorValueSignalComment
ChartMill Long Term Trend IndicatorUPPOSITIVEThe long term trend for BFH is up.
ChartMill Short Term Trend IndicatorDOWNNEGATIVEThe short term trend for BFH is down.
ChartMill Relative Strength59.1NEUTRALBFH is not amongst the best or worst performers on the market.
Simple Moving Average/SMA (20)DOWNNEGATIVEThe current price of BFH is below a declining SMA(20).
Simple Moving Average/SMA (50)UPMIXEDThe current price of BFH is below the rising SMA(50).
Simple Moving Average/SMA (200)UPPOSITIVEThe current price of BFH is above the rising SMA(200).
Relative Strength Index/RSI (14)40.51NEUTRALThe RSI value for BFH is a neutral value.
Moving Average Convergence Divergence/MACD (12, 26, 9)-1NEGATIVEThe MACD value suggests BFH has a negative trend.
Stochastics (14,3)16.23OVERSOLDThe low Stochastics value suggests BFH may be oversold.
Average True Range in percent/ATR (20)3.78MEDIUM VOLATILITYThe ATR as a percentage value for BFH suggests some volalility.
Average Directional Index/ADX (14)28.38POSITIVEThe high ADX value value for BFH suggests a strong trend.
Chart- and CandleStick Pattern Analysis
Daily CandleStick Patterns
Bullish Engulfing (D)
Bullish Hammer (D)
Bearish Inverted Hammer (D)
Hanging Man (D)
Bullish Harami (D)
Doji (D)
Gravestone Doji (D)
DragonFly Doji (D)
Bearish Engulfing (D)
Bearish Shooting Star (D)
Bearish Harami (D)
Inside Bar (D)
Red Dog Reversal Down (D)
Red Dog Reversal Up (D)
Dark Cloud Cover (D)
Weekly CandleStick Patterns
Bullish Engulfing (W)
Bullish Hammer (W)
Bearish Inverted Hammer (W)
Hanging Man (W)
Bullish Harami (W)
Doji (W)
Gravestone Doji (W)
DragonFly Doji (W)
Bearish Engulfing (W)
Bearish Shooting Star (W)
Bearish Harami (W)
Inside Bar (W)
Dark Cloud Cover (W)
Daily Chart Patterns
Bull Flag
Bear Flag
Ascending Triangle (D)
Descending Triangle (D)
Symmetrical Triangle (D)
Squeeze
Channel (D)
Channel Up (D)
Channel Down (D)
Rising Wedge (D)
Falling Wedge (D)
Double Bottom (D)
Multiple Bottom (D)
Double Top (D)
Multiple Top (D)
Weekly Chart Patterns
Weekly Bull Flag
Weekly Bear Flag
Squeeze Week
Channel (W)
Double Bottom (W)
Multiple Bottom (W)
Double Top (W)
Multiple Top (W)
BREAD FINANCIAL HOLDINGS INC / BFH Daily stock chart

BREAD FINANCIAL HOLDINGS INC

NYSE:BFH (1/23/2026, 8:04:00 PM)

After market: 68.78 0 (0%)

68.78

-2.23 (-3.14%)

Chartmill TA Rating
Chartmill Setup Rating
Sector
GICS SectorFinancials
GICS IndustryConsumer Finance
Performance
% Chg-3.14%
1 Week-2.65%
2 Weeks-15.35%
1 Month-10.22%
3 Month5.01%
6 Month8.71%
12 Month6.65%
2 Year89.63%
3 Year67.63%
5 YearN/A
10 YearN/A
15 YearN/A
Volatility
ATR(14)3.13
ATR(20)%3.78%
ATR Inc-23.32%
Range Today2.17
ADR(20)2.18
ADR(20)%3.17%
Trend & SMA
ST Trend
LT Trend
SMA(5)
SMA(10)
SMA(20)
SMA(50)
SMA(100)
SMA(200)
Relative Strength & Ranges
CRS59.1
3 months CRS69.85
6 months CRS66.22
Mansfield0.51
10 Day High82.03
10 Day Low67.78
20 Day High82.03
20 Day Low67.78
52 Week High82.03
52 Week Low38.21
CS1 End68.77
CR1 Start71.06
Volume & EV
DER(3)2.82%
DER(5)1.04%
Volume643.70K
Volume Incr-2.44%
Vol(5)865.58K
Vol(50)823.24K

BREAD FINANCIAL HOLDINGS INC / BFH FAQ

Can you provide the ChartMill technical rating for BREAD FINANCIAL HOLDINGS INC?

ChartMill assigns a technical rating of 4 / 10 to BFH.


What is the current trend direction of BREAD FINANCIAL HOLDINGS INC (BFH) stock?

The current trend direction for BREAD FINANCIAL HOLDINGS INC (BFH) is Bullish.


What is the RSI signal for BFH stock?

BREAD FINANCIAL HOLDINGS INC (BFH) has an RSI value of 40.5067. This indicates that the stock is currently neutral.


Can you provide the MACD signal for BREAD FINANCIAL HOLDINGS INC?

The MACD indicator for BREAD FINANCIAL HOLDINGS INC (BFH) has a value of -1.00092, indicating a bearish trend.


What is the buy/sell signal for BFH stock?

The buy/sell signal for BREAD FINANCIAL HOLDINGS INC (BFH) is hold as the short term and long term trends are mixed.