Historically, Wesfarmers Ltd (ASX: WES) shares have been a popular choice amongst ASX investors.
Wesfarmers is one of Australia's leading retailers. It owns Bunnings, Kmart, Officeworks, and Priceline.
Investors commonly gravitate towards brands they know and love. Bunnings fits both categories.
Bunnings is one of Australia's most well-known brands.
The business receives more than 14.8 million customers across Australia and New Zealand every month. This is a very high number, considering the countries' populations are around 28 million and 5 million, respectively.
Bunnings is also very well loved.
Wesfarmers was named Australia's most trusted brand for the 12 months ended 2024, according to Roy Morgan. After claiming the lead from Woolworths Group Ltd (ASX: WOW) in 2023, it has held the position for the past 5 consecutive quarters.
Given this positioning, investors may be tempted to throw their money behind Wesfarmers shares ahead of earnings season.
But, are Wesfarmers shares a good buy today? Let's investigate.
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Investing in Wesfarmers shares today
Wesfarmers shares have outstanding long-term and short-term track records.
The retailer's share price is up 77% over the past 5 years, and 15% over the past year. On top of that, it pays a moderate dividend. Today, the dividend yield is 2.45%. While that's far from the highest on the ASX, it's certainly attractive when combined with strong capital growth.
However, past performance does not guarantee future returns. The future is what matters.
In a 21 July report, Australian Consumer, Macquarie Group Ltd (ASX: MQG) weighed in on buying Wesfarmers shares today.
While recognising Wesfarmers' strong competitive advantages, the broker placed a neutral rating on the stock and price target of $82.
Given that shares closed at $82.43 on Friday, this suggests the share price will remain relatively flat over the next 12 months.
Macquarie attributed this rating to its valuation. It noted that Wesfarmers shares had benefited from multiple expansions over the past year.
The broker said:
Management continues to execute, with the stock's valuation continuing to be driven by the key Bunnings and Kmart retail businesses. We acknowledge the upside risk from new adjacencies, although see much of this factored into the current share price.
Could this change?
Earnings season preview
Earnings season kicks off next month. Most ASX-listed companies are revealing their FY25 results.
Wesfarmers will release its FY25 results on 28 August.
Macquarie is expecting EBIT to increase 4% from the prior year to $4.2 billion.
Revealing what they'll be looking for in the result, the broker said:
With the group's key retail segments continuing to perform well, we will be seeking an update on the opportunity for adjacencies to support earnings growth ahead of sales. In particular, we will be focused on the Hammer Media (retail media) and supply chain options in Bunnings, along with any update on Anko Global in Kmart Group.
Further, we will also be interested in the trajectory for returns in the Health business, with management recently noting it would focus on higher margin store operations following a period of investment.
Foolish Takeaway
Heading into earnings season, Macquarie believes Wesfarmers shares are fully valued. However, that could change, depending on what is revealed during earnings season.
Those interested in Wesfarmers shares should set a reminder in their calendar for 28 August.
