Sears (NASDAQ: SHLD) is scheduled to report earnings for the third quarter on Tuesday, December 2. The expectation is for a loss of $0.49 per share. I think it's therefore safe to say that the retailer won't be turning a profit.

Sears has been one awful retail story as of late. Actually, just about every retailer has been awful as of late. It's no surprise, of course, considering the economy. But Sears has been experiencing challenges even beyond what can be explained by the economy. The company has been missing estimates, same-store sales haven't been great, and if you take the time to talk to people about Sears, or if you follow the comments of pundits, you'll sometimes note a tone of repulsion when it comes to the big chain.

I haven't been a fan of the shopping experience at Sears either, and it's been a very, very long time since I've stepped into a Kmart. In fact, there isn't a Kmart close to me. Eddie Lampert's enormous task of helping to turn this ship around is not one I envy. Of course, many retailers make the mistake of only focusing on merchandising in the stores and figuring out what should be in the weekly circulars. Don't get me wrong, that's important stuff. But Sears needs to engage a branding campaign to make people feel good about its stores, to feel confident about the shopping environment. When you look at TV ads by Wal-Mart (NYSE: WMT) and Target (NYSE: TGT), you can't help but marvel at the branding acumen of those retailers. Sears needs to get creative, too.

Lowe's (NYSE: LOW), a chain that sells products related to home improvement for do-it-yourselfers and competes with Home Depot (NYSE: HD), is set to report earnings for the third quarter on Monday, November 17. The expectation is for $0.28 per share. If management hits that number, which its shareholders are praying it does at the very least, then that would represent a 35% drop in per-share income. At this point, investors are becoming numb to things like 35% drops in per-share income, aren't they? Ah, the wonders of a bear market.

Lowe's beat in the previous two quarters according to AOL Finance, but all bets are currently off as far as I'm concerned. Retail is awful, consumer confidence just felt the poke of the Grim Reaper's index finger and is dying a slow death, and I'd have to assume that people haven't done much to improve their homes during the past quarter. With all the headlines talking about job losses and the like, putting up new cabinets in the kitchen is probably far down on the consumer's list of priorities. The actual numbers for the quarter won't matter so much. Even if Lowe's beats by a penny, it's the outlook Wall Street will be dissecting. And that won't be good, will it? Everyone's outlook is cautious at the very best. At the very least, management will be doing what it can in terms of preserving the margins. I'm sure there will be talk about cost-cutting and efficiencies during the conference call. Let me tell you, management is going to need a lot of efficiency initiatives going forward in this cataclysmic climate. And I hope they have their cash-flow statement working at an optimum level.

Do you like shopping at Target (NYSE: TGT)? Many people do. In fact, investors are hoping that so many people like buying things at the bullseye retailer that the company will beat earnings expectations for the third quarter. Target will be reporting on Monday, November 17. What should we expect?

Shareholders should expect a drop in the bottom line. Now, did we need a source to tell us this? Probably not. The consumer is starting to feel scared, there's no doubt about it. I'm sure everyone has anecdotal evidence concerning the fear that is out there. Consumers are afraid that the job cuts being reported in the papers will eventually reach their cubicle, so they're scaling back on spending. So, if Target merely meets the expectation for $0.49 per share next Monday, I'm sure many shareholders will breathe a sigh of relief, even though that will represent about a 12% drop in per-share profit.

I'm not so sure Target will beat, though. For one thing, Brent Archer recently reported on Target's lousy October sales data. They missed Wall Street's mark. Since Target beat the last two quarters; I figure we're due for a miss considering everything that's been going on. We shall see. I'll be interested to see how the margins are doing and what kind of position the company may be in going into Black Friday. And I'll be looking at the comps, of course.

Procter & Gamble (NYSE: PG), which competes with Clorox (NYSE: CLX), Johnson & Johnson (NYSE: JNJ), Kimberly-Clark (NYSE: KMB), and Colgate-Palmolive (NYSE: CL), will be reporting earnings for the fiscal first quarter on Wednesday. The data will be scrutinized carefully to see if P&G might be a viable idea in these tumultuous times. Of course, P&G is a great long-term investment for a core portfolio of buy-and-hold stocks, but there will be plenty of investors on Wall Street looking to gauge the company's potential as a defensive trade.

According to Earnings.com, P&G should earn about $0.98 per share. At least, that's the goal that analysts have set for management. If P&G hits that number, then it will have achieved a modest growth rate of around 6%. I expect P&G to beat expectations by a penny or two, given its recent history. The company usually is pretty good about that. Also, free cash flow should be more than acceptable to investors. Management watches cash-flow generation carefully (as it should), and traditionally makes that a priority. Naturally, it wants to balance the needs of long-term growth along with the need to deliver a proper flow of cash. So far, things have worked out over time on that count.

The big question now is: What about the future outlook? What the company says about this subject will probably end up driving the stock's reaction. The global marketplace is headed for a slowdown. Consumers are tightening their belts. Will they reach for generic brands and ignore the brand equity of the products in P&G's vast portfolio? P&G is going to have become aggressive about promoting its stuff. The company will want to make sure that people still feel their getting value for their dollar. That dollar, after all, goes farther with a generic equivalent. From my viewpoint, I think there is still value to be had from name brands. Even during a recession, I'll buy better quality items. Just yesterday I happened to pick up one of P&G's family members -- Bounty paper towels. It was on sale, but I'm sure there was a generic lurking around the corner that was cheaper. I didn't even bother looking for it. Sure, I do buy some generics, but I don't necessarily become obsessed with them.

P&G wasn't that far from the 52-week low at Monday's close. I wouldn't be setting up an earnings trade ahead of it because of all the uncertainty, but holders of the stock should fare reasonably well come the middle of the week (P&G did fine the last time).

Disclosure: I don't own any company mentioned; positions can change at any time.

Perhaps it is too obvious to spend much time on, but sales of premium coffee are not going very well at McDonald's (NYSE: MCD). A recession will do that. According to The Wall Street Journal, "The weak economy has prompted some consumers to brew coffee at home instead of buying it at coffee shops."

McDonald's will be just fine. In its most recent earnings report, same-store sales were up an impressive amount in every region of the world. If its new coffee plans fail, why should anyone care? At $53, its shares have done better than most.

The less obvious message to be taken from the McDonald's trouble is that Starbucks (NASDAQ: SBUX) is likely to have its worse quarter ever and its stock is about to get hammered into the ground. Unlike McDonald's, expensive coffee and food is all its sells. Trading under $10, Starbucks is near a 52-week low, down from a period high to $26.75.

Wall Street expects Q3 EPS at Starbucks to come at 14 cents. Don't believe it. The figure is likely to be much worse than that and the company's shares could trade down to $6.

Douglas A. McIntyre is an editor at 24//7 Wall St.

McDonald's (NYSE: MCD), which competes with Burger King (NYSE: BKC), Wendy's/Arby's Group (NYSE: WEN), and Yum! Brands (NYSE: YUM), will be reporting earnings for the third quarter tomorrow. I have a feeling many shareholders will be resting easy this week. I don't think McDonald's will have a big earnings miss.

According to Earnings.com, Mickey D's should earn 97 cents per share. If management can meet those expectations, that's earnings growth of about 17%. That's tasty in this market. Here's the kicker: McDonald's beat earnings estimates the last two quarters by wide margins. Will the company do the same thing this week? I think there's a decent chance it will. Even though there's a bear market going on, gas prices have been dropping, and you figure that has to be good for the drive-thru. Plus, there's that affordable-menu option that has driven a lot of brand equity over the last several years for the fast-food giant. I'm sure many patrons appreciate that in a tough period.

Besides earnings, investors will focus on same-store sales. That metric is one of the best indicators of a company that is made up of many locations. It's really no different than retailing. I'll be interested to see how the domestic market is faring compared to the international markets. Another thing I'll be interested in seeing is how inflation is affecting Ronald and his empire. We all know that Ronnie is a clown who likes to bestow happiness among all his customers, but reality likes to ruin parades every now and then. In this case, McDonald's has to keep a constant eye on the issue of pricing.

Yahoo! (NASDAQ: YHOO) will be reporting earnings for the third quarter on Tuesday, October 21. The internet portal hasn't had a great year so far. According to data at Earnings.com, the company hasn't seen too much in the way of bottom-line growth. And the stock is, as of this writing, at the low end of its 52-week range. Of course, just about all stocks are having a rough time this year. Then again, Yahoo! could have avoided all this misery and just allowed itself to become assimilated into the Microsoft (NASDAQ: MSFT) culture. Poor CEO Jerry Yang. What was he thinking?

The call is for Yahoo! to post at least $0.09 per share for the bottom line. It would be nice if management could go beyond those expectations, since the company posted $0.11 per share in the year-ago period. Yahoo! really needs to show the market that it can stay relevant and keep up with the likes of Google (NASDAQ: GOOG) and Time Warner's (NYSE: TWX) AOL. Google recently booked a quarter that went well beyond the thinking of analysts. Yahoo! has a relatively decent history of beating earnings expectations, but it did miss the call last quarter, according to AOL Finance. So there's going to be a lot of pressure on Yang to perform.

Of course, let's be honest. The earnings, in the big picture, don't really matter. Yahoo! is essentially, in the minds of many, still an arbitrage play. In fact, Tobias Buckell recently commented on this subject. There are a lot of investors out there who would like to see Microsoft CEO Steve Ballmer come back to the table to begin a new round of negotiations for a takeover of the portal. I, for one, wouldn't want to see that. Does Microsoft really need the headache of integrating the web company's brand assets with its own? No. However, looking at it from the perspective of a Yahoo! shareholder, I obviously see why a buyout would be attractive. That might be the only way for the stock to command any premium these days.

Famed online auction platform eBay (NASDAQ: EBAY), whose Internet colleagues include Amazon (NASDAQ: AMZN), Google (NASDAQ: GOOG), and Yahoo! (NASDAQ: YHOO), will be reporting earnings for the third quarter on Wednesday after the market closes up shop. What should shareholders expect from the company?

Well, according to data posted by Trey Thoelcke, shareholders shouldn't expect much. While the top line is expected to rise by double digits (around 13%) to $2.1 billion, nothing is really cooking in terms of the bottom line. The call is for $0.41 per share. eBay booked $0.41 per share in the year earlier period. As you can see, that's a 0% growth rate, and that's never good (well, unless you're a financial company, in which case that's actually great). However, there is one silver lining to the earnings story for shareholders. If you take a look at past earnings data, you'll notice that eBay has a snazzy reputation for beating estimates issued by analysts. So, I'd be willing to bet we'll see an easy beat this week.

As to whether or not this particular stock will rally upon such news, that's difficult to say. If Monday's rallying sentiment makes another visit on Wednesday, then I'd say eBay could be an interesting earnings trade, mostly because it isn't far from its 52-week low. Unfortunately, I think any rally that we get in the market right now is not to be trusted. It just can't be. Profit-taking is always going to be waiting to sap the power out of any rally, simply because we know the economy isn't going to be great for many months to come. So, even though I like the technical set-up to some degree vis a vis eBay's earnings-beating history, I personally wouldn't be buying. For me to trust any rally, I'd need to see some confirmations and additional up days.

PepsiCo (NYSE: PEP), which competes with Coca-Cola (NYSE: KO) for worldwide supremacy of carbonated sugar water, is set to report earnings for the third quarter on Tuesday, October 14. What kind of growth are we looking at?

Well, according to Earnings.com, we're looking at roughly 10% appreciation for the bottom line. That is, of course, if analyst expectations are met. The call is for $1.08 per share. While 10% isn't stunning growth in some respects, it's a solid amount for a mature consumer company such as PepsiCo, and it's going to look attractive to investors searching for safe havens in the economic tempest. That's a given. However, with a beverage company, earnings aren't the only thing that matters, that I can promise you. More telling will be the case-volume metric. Wall Street always studies case-volume growth, and if that is weak, then the stock could see some pressure. I own shares of Coke, and I can tell you that I follow case volume closely. With a global slowdown going on, I'd have to imagine that PepsiCo's case-volume performance won't be the best it's ever reported. The other thing I follow with Coke is the cash-flow characteristics. Investors will want to see how free cash flow is faring with PepsiCo. A strong cash-flow statement would also be indicative of how resilient PepsiCo's stock might be over the coming months. If a lot of cash is coming in, then management will have more flexibility with share buybacks, although I'm sure managements everywhere are becoming conservative on that count, for obvious reasons.

There's no question that Johnson & Johnson (NYSE: JNJ), whose corporate colleagues include Merck (NYSE: MRK), Pfizer (NYSE: PFE), and Procter & Gamble (NYSE: PG), is a respected institution on Wall Street. It's a proud member of the Dow, and we all know the company's products: Band-Aid, Listerine, etc. J&J also makes diagnostic equipment and pharmaceuticals. It's truly a respected icon, as Steven Halpern found out.

Investors will be digging through J&J's third-quarter numbers next Tuesday, looking not only for signs about the economy but for signs about J&J itself. After all, everyone wants a defensive stock in their portfolios. A lot of companies aren't looking so defensive these days. Could J&J be the one?

According to Earnings.com, you shouldn't get too excited in terms of growth. The call for the bottom line is $1.11 per share. That would only represent low single-digit percentage growth. Of course, these days, that might be exciting enough. As to whether or not the bottom line will beat the analysts, I suppose the game is completely changed at this point, but I figure J&J will pull through on that count. It all depends on how much we can trust history given the brave new economic world we are suddenly faced with. According to this earnings analysis source at AOL Finance, J&J beat estimates the last four times at bat. Due to this strong recent trend, I'll assume J&J will deliver the goods.

So, let's assume J&J does please the Wall Street analysts. What then? Well, it's really going to be the outlook that's going to tell the ultimate tale. We'll have to see if management is going to give some positive thoughts during the conference call. What does management think about commodity costs and margins? What about the cash flows? Then there's the dividend and the share-repurchase program, two things which investors of J&J count on for long-term value. Management had a few things to say about these issues the last time around (please see the following transcript of the Q2 conference call). I think management is going to be cautious, but I don't feel that there will be any disastrous notes struck during the discussion with analysts.

Wednesday afternoon following the market close, Nike Inc. (NYSE: NKE) will be reporting its fiscal first quarter earnings, and analysts are looking to see the company show earnings for the quarter of 92 cents per share.

The last time that the company reported was back on June 25, when it was able to beat out Wall Street estimates by two pennies, with a reported 98 cents per share for its fiscal fourth quarter, mostly a result of strong international demand, which was able to overcome weak consumer spending that hurt the company at home in the U.S. In fact, to find the last time that the company reported quarterly figures under Wall Street estimates, you would have to go all the way back to its fiscal fourth quarter 2006 when it missed by a penny, with a reported 70 cents per share.

On a year over year basis, should Nike come in with 92 cents per share, it would be a 16.9% drop from the $1.12 that it was able to earn during the first quarter of 2007.

Later today, after the market closes, Krispy Kreme Doughnuts (NYSE: KKD) will serve up second-quarter numbers for fiscal 2009. And as far as I'm concerned, I'm expecting nothing great at all from this horrible company and its equally horrible stock. Yeah, I know, Krispy Kreme been a trader's dream this year. Krispy Kreme's shares have risen nearly 27% this year. On a six-month basis, the performance is even better: the stock is up more than 54% during that timeframe.

Sure, some have made money this year trading the famous doughnut maker. Still, on a 5-year basis, the stock has lost 90% of its value, and on a 3-year timeline, the decline is around 40%. The stock closed at $4 per share on Wednesday. Do I really want to buy this lottery ticket ahead of the earnings? Maybe if ultra-risk capital were involved, and I was willing to lose it all. I really don't expect to be blown away by the earnings report if the past is any indication. According to Earnings.com, Krispy Kreme has reported many misses. Granted, last quarter wasn't too bad. As Trey Thoelcke found, the company swung to a profit of $0.06 per share. This represented a good round of earnings growth. Revenues, however, had decreased 7%.

Last quarter's bottom-line improvement in no way excites me. The way I see it, this is a speculative idea at best, one that really doesn't have much of a bull thesis. Again, the stock performance argues against me, and the company could beat estimates if it can repeat its recent performance. The call for Krispy Kreme's Q2 income is a loss of $0.01. I mean, would it be so difficult to merely break even, or maybe book a penny or two of positive earnings per share?

Amid an unprecedented decline in the housing market and a significant slowdown in consumer spending, Home Depot (NYSE: HD) is in the unenviable position of being a housing-dependent retailer. Not surprisingly, analysts are skeptical ahead of the company's second-quarter earnings report, which is slated to hit the Street next Tuesday, August 19, ahead of the opening bell.

According to Thomson Financial, analysts are expecting HD to report a profit of 61 cents per share for the recently concluded quarter. During the past year, the company's performance in the earnings spotlight has been mixed. First Call reports that Home Depot has exceeded earnings estimates in two of the past four quarters, and fallen short of the Street's mark in the other two reporting periods. Its second-quarter report a year ago was one of the upside surprises; HD beat expectations by five cents per share last August.

However, it doesn't look like brokerage firms are banking on another Street-beating quarter. There have been 3 downward revisions to HD's estimated annual earnings, compared to just 1 upward revision (per First Call). Meanwhile, the average 12-month price target on the shares is $29.53. This target is a premium of 8.6% to the stock's closing price Thursday, but it represents a discount of more than 23% to HD's current annual high. In other words, analysts' expectations for the stock are rather low.

Wal-Mart Stores Inc. (NYSE: WMT), the retailer that keeps on chugging along nicely in the U.S. economic downturn, is set to release its Q2 numbers Thursday. Expectations are for a profit of 83 cents per share on sales of $101.6 billion, an increase from the year-ago quarter earnings of 76 cents per share and sales of $93 billion.

As I've been saying since 2006, Wal-Mart's effort to draw more affluent and middle-class customers through its doors was no match for its continued message of low prices. Customers, now more than ever, are lining up all day (and night) at the local Wal-Mart to buy everything from cheaper gas to low-priced milk, bread, processed foods and flat-panel televisions.

When U.S. sales chief Eduardo Castro-Wright announced that the retailer was going to partially abandon its Always Low Prices moniker and go after shoppers who purchase higher margin goods, I had a feeling that Wal-Mart's entire history of competing only on price would win the day, regardless of the strategy change. Then the housing crisis hit, gas prices went nuts, the auto industry saw a huge sales downturn -- particularly in large trucks and SUVs -- and 'staycation' became part of the language.

Wal-Mart changed its tune last year and now sports a new logo and tagline that reads Save Money. Live Better -- and that's pretty direct in its meaning. Wal-Mart is helping the average American family save money on all purchases so it can spend the savings elsewhere, like gas and school supplies. Is Wal-Mart your friend? That's the image it wants to present, and when it releases its Q2 numbers, it should easily meet financial expectations as it goes for half a trillion in annual sales in the next few years.

Agricultural equipment icon Deere & Co. (NYSE: DE) is scheduled to step into the earnings spotlight next Wednesday, August 13. Ahead of the firm's third-quarter report, analysts surveyed by Thomson Financial are expecting a profit of $1.37 per share. During the previous four quarters, DE has managed to meet or exceed Wall Street's expectations three times; during its second-quarter report, released in May, the company fell short by one penny per share. At the time, Deere warned that rising material costs could put a dent in third-quarter and full-year earnings.

However, it seems that some speculative investors have a short memory where Deere & Co. is concerned. Option activity on the stock is leaning distinctly bullish ahead of earnings, which could set the stage for a sharp downside move in the event of another profit miss.

The International Securities Exchange (ISE) reports that DE boasts a 10-day call/put ratio of 5.80. This data, which measures buy-to-open activity among retail-level investors, reveals that traders have purchased nearly 6 times more calls to open than puts on DE during the past couple of weeks. According to the ISE, option activity on the stock has not been more bullishly skewed at any other time during the past year. That's a rather bold optimistic bias, considering the stock has shed 28% year-to-date.