Meaning of “Tough Comps”

What does “tough comps” mean in hedge fund terms? I understand it is referring to the comparable companies of a name, but don’t necessarily understand what then being “tough” means. Have heard this term used many times by analysts.

 

Usually refers to same store sales growth. Tough comps means theres a time in the future where sss will lackluster compared to numbers put up today. You see it alot with grocery stores and 2021 possible reopening of dining, travel, etc

 
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"Tough comps" is often misapplied, but makes sense as a way to think about some short-term modeling, given a few assumptions:

1. There's an "underlying trend" of growth for a company's KPIs (same store sales, organic revenue, etc.).As an example, let's say there is a 4% organic revenue trend for our example company

2. There are variations around that 4% CAGR in any given quarter for all sorts of one-off reasons (bad weather, employee strike, stimulus checks, etc.). Let's say, for argument's sake, that stimulus checks push up organic growth in 2Q20 to 7% growth, year over year. This 7% growth rate is a "tough comp" for next year.

3. As one "laps" the quarter in 2Q21, the underlying CAGR should effectively "re-assert" itself, all else equal, presuming there is no further stimulus. Thus, year over year growth should be ~1%, so that the 2 year trend is for growth to remain around that 4% CAGR. 

There are lots of reasons why this isn't always a helpful way to think about growth, for instance: what if 2 years ago in 2Q19 there was another anomalous impact that threw off revenue growth in 2Q20? But thinking about comparisons can make it easier to understand whether a company is truly accelerating/decelerating, or whether the change in trend is an illusion. 

 

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