What Happened?
Shares of non-lethal weapons company Byrna (NASDAQ: BYRN) fell 5.4% in the afternoon session after investors appeared to take profits after a significant rally the previous day.
The stock had jumped the previous day after the non-lethal weapons company announced positive results from a new AI-driven advertising campaign. Byrna reported a 50% surge in web traffic and a 31% increase in sales on its website during the first 21 days of August. The company also noted that sessions on its Amazon store grew by 75% compared to the 2025 average. The successful campaign, which reduced customer acquisition costs, drove the stock higher in the prior session. The decline appears to be a technical pullback as traders lock in gains from that news-driven surge, a move potentially amplified by broader market weakness.
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What Is The Market Telling Us
Byrna’s shares are extremely volatile and have had 74 moves greater than 5% over the last year. In that context, today’s move indicates the market considers this news meaningful but not something that would fundamentally change its perception of the business.
The previous big move we wrote about was 1 day ago when the stock gained 6.4% on the news that the company reported a 50% surge in web traffic and a 31% increase in sales after launching a new AI-driven advertising campaign.
The personal defense technology company announced that its new proprietary AI-driven advertising process has led to a record 50,000 average daily web sessions in the first 21 days of August, a 50% increase. The successful campaign, titled "We Don't Sell Bananas," has garnered over 66 million views and has already translated into higher sales. Byrna reported that sales on its own website rose 31% during the period, while sessions on its Amazon store grew 75% compared to the 2025 average. Furthermore, the AI strategy has proven highly cost-effective, reducing customer acquisition costs by 43% to just $0.53 per visitor. Investors are reacting positively to the news that the company's innovative marketing is successfully boosting consumer engagement and sales.
Byrna is down 29.5% since the beginning of the year, and at $19.96 per share, it is trading 41.6% below its 52-week high of $34.19 from February 2025. Investors who bought $1,000 worth of Byrna’s shares 5 years ago would now be looking at an investment worth $1,034.
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