Small investors piled into Kohl's Tuesday and sent shares flying upwards as the department store retailer became the latest business caught up in a stock market frenzy.

A Meme Stock Rollercoaster Opendoor Technologies (NASDAQ:OPEN) is surging 25% in morning trading today, reigniting excitement among retail investors who have crowned it a meme stock darling. Fueled by social media hype on platforms like Reddit’s WallStreetBets and X,

A-list actress Sydney Sweeney appears to be driving hopes among the retail crowd that her fall campaign for the retailer boost its sagging shares.

Few people would have picked Kohl’s stock as a candidate for a double. Thanks to a “gamma squeeze,” it became the latest meme-trade darling to gain more than 100% in a single day.

During the company's most recent quarterly call with investors and analysts, Kohl's reported a 4.1% sales decrease, continuing a streak of quarterly sales decreases that has started more than two years ago. The company is also expecting a net sales decrease between 5% and 7%.

The meme stock rally is back and gathering steam with shares of two struggling companies – Krispy Kreme (DNUT) and action camera company GoPro (GPRO) – joining the fray. What’s led to the resurgence of meme stocks and is it a repeat of the 2021 frenzy?

American Eagle Outfitters tries to tout its position as a top jean brand for Gen Z consumers with Sydney Sweeney campaign.