Rite Aid (NYSE: RAD), which competes with Walgreen (NYSE: WAG), CVS Caremark (NYSE: CVS), and Wal-Mart (NYSE: WMT), saw a big increase in volume on Wednesday after it reported earnings for the first quarter. In fact, as Douglas McIntyre observed, shares of Rite Aid were up 5% at one point during yesterday's session. However, the shares ended up losing their green status by the close of trading. Rite Aid actually lost 3% when all was said and done. What does it all mean?

Well, Rite Aid did beat analyst forecasts by a wide margin. The call was for a loss of 13 cents per share. Rite Aid lost only 6 cents per share once adjustments are made. Revenues dipped a little over 1%, and same-store sales, after excluding the effect of the Brooks Eckerd acquisition, increased 1.5%. Interestingly, the mix of this increase is as follows: the pharmacy sales went up 3.1% on a comparable basis, and the non-pharmacy sales went down 1.4% on the same basis.

Walgreen (NYSE: WAG), a drugstore business that competes with CVS Caremark (NYSE: CVS) and Rite-Aid (NYSE: RAD), will be issuing results for the third quarter on Monday, June 22. According to Earnings.com, the analyst community is prescribing $0.56 per share for the company.

Of course, the question is: will Walgreen honor that prescription and fill it? I'd say it's quite possible. Last time around, Walgreen beat estimates. The call was for $0.66 per share in Q2. If you look at the press release from that time, you'll see that, once you adjust for some items, Walgreen went beyond expectations.

Rite Aid (NYSE: RAD), whose competitors include Walgreen (NYSE: WAG), CVS Caremark (NYSE: CVS), and Wal-Mart (NYSE: WMT), reported Q4 numbers today, and when you read through the release, you sort of come away with a decent feeling. You hear about improvements in this metric and that metric. You wonder if a turnaround might be in the offing. Then you look at the stock price and, even though it is currently being bid higher (it's up over 14% as I write), you come back down to earth and reality hits you in the face. Anything trading under a buck has to give you pause. Rite Aid is no different.

For the quarter, Rite Aid posted a 1.7% decrease in the top line. On an adjusted basis, the drugstore chain reported a loss of $0.14 per share. According to this source, Wall Street thought Rite Aid might lose $0.105 per share. The company is still adjusting to the Brooks Eckerd acquisition. Excluding that effect, same-store sales increased 0.8%. Including the asset, comps decreased 0.1%.

Walgreen (NYSE: WAG ) knows that people want all kinds of options to meet their healthcare needs. Walgreen also knows that it needs to grow and keep up with competitor CVS Caremark (NYSE: CVS) and the pharmacy department at Wal-Mart (NYSE: WMT). And, yes, I suppose Rite-Aid (NYSE: RAD) is technically a competitor, too, although you wouldn't know it by that drugstore chain's stock price. Well, according to The Wall Street Journal, Walgreen plans to promote an initiative called "Complete Care and Well-Being" to employers. The goal here is to give corporate, as well as government, employees and their families access to healthcare services such as preventive medicine and dental examinations in off-hour time periods. Walgreen will use a network of in-store clinics and health centers to provide these services. That's pretty cool, right? Well, one of the bigger benefits to Walgreen is the synergy it can promote by leveraging this program.

Walgreen (NYSE: WAG), a major drugstore chain whose enemies include CVS Caremark (NYSE: CVS) and Rite-Aid (NYSE: RAD), is getting ready to report earnings for its first fiscal quarter on Monday, December 22. It's Christmas week. Will Walgreen bestow a gift of an earnings beat upon the market?

One thing's for sure: the market does not expect much from the drugstore. Wall Street expects flat performance in Q1. The bottom line should come in somewhere around $0.46 per share, the exact same amount that was booked last year. You know, you figure the company should be able to at least match expectations when the bar is set so low. But it might be tough. We all need access to prescriptions and over-the-counter medications every now and then, and on top of that, many people obviously require long-term drug regimens. So, we can see that the pharmacy part of the equation is somewhat resistant to recession. However, there isn't a pressing need for all the non-pharmacy items in a Walgreen location. You don't need to buy any of those cheap plastic toys, any of those blenders that don't work too well, any of the overpriced groceries, etc. This is where Walgreen has exposure to the weakening consumer. Indeed, the consumer is becoming more and more of a value Grinch as time goes on. People just don't want to pay any more than they have to.

Shares of nation's third-largest Rite Aid Corp. (NYSE: RAD) have been plunging over 8% in early trading after the company announced this morning it swung to a fourth quarter loss. The slump also came after the retailer issued a disappointing 2009 fiscal year guidance.

Rite Aid posted a loss of $960.4 million, or $1.20 a share, compared with a profit of $7.1 million, or a penny a share, in the same period a year ago. The company's quarterly numbers were hurt by a income tax charge and other costs connected to its acquisition of more than 1,800 stores last year.

Included in the company's earnings numbers were $894.9 million related to a non-cash income tax charge. Excluding that, Rite Aid's quarterly loss would have come at $65.5 million, or 8 cents a share. Analysts' forecast (which typically exclude one time items) was for a loss of 7 cents a share in the quarter, according to Thomson Financial.

Even when the economy struggles, people still need medicine, diapers, personal-care products, and large boxes of candy. This explains the continued sales growth at Walgreen Co. (NYSE: WAG), which saw same-store sales in February jump 8.3%. Strong Valentine's Day sales and a particularly violent flu season helped boost demand at the pharmaceutical retailer.

Excluding the extra shopping day due to Leap Year, same-store sales were up 4.2%. Same-store sales in the chain's pharmacies rose 8.3% and climbed 4.1% excluding February 29. Sales from the pharmacy were modestly impacted by the transition of popular allergy medicine Zyrtec to an over-the-counter version. In turn, the appearance of Zyrtec on the regular shelves positively impacted general-merchandise (or front-end) sales, which rose 8.2% in February, or 4.6% excluding the extra shopping day.

The impact of these sales on the bottom line will be more apparent late this month; WAG is currently scheduled to report its quarterly earnings results on March 24. According to First Call estimates, Wall Street is expecting per-share results of 67 cents, or two pennies better than year-ago figures.

In late-morning trading, WAG shares have risen 0.8%. The shares have shown recent strength, tacking on nearly 13% since their late-January nadir.

Beth Gaston Moon is an analyst at Schaeffer's Investment Research.