The consumer durables industry closed the day up 3.2%. Champion Industries ( CHMP), Entertainment Gaming Asia Inc ( EGT), Mad Catz Interactive Inc ( MCZ), and Johnson Outdoors Inc ( JOUT) were all decliners today within the consumer durables industry with Deer Consumer Products Inc ( DEER) being today's featured consumer durables loser. Deer Consumer Products Inc fell 32 cents (-6%) to $5.06 on light volume. Throughout the day, 87,984 shares of Deer Consumer Products Inc exchanged hands as compared to its average daily volume of 173,200 shares.

Deer Consumer Products, Inc., through its subsidiaries, engages in the design, manufacture, and sale of small home and kitchen electronic appliances. Deer Consumer Products Inc has a market cap of $175 million and is part of the consumer goods sector. The company has a P/E ratio of 5.3, equal to the average consumer durables industry P/E ratio and below the S&P 500 P/E ratio of 17.7. Shares are down 52.4% year to date as of the close of trading on Friday.

TheStreet Ratings rates Deer Consumer as a hold. The company's strengths can be seen in multiple areas, such as its robust revenue growth, largely solid financial position with reasonable debt levels by most measures and notable return on equity. However, as a counter to these strengths, we also find weaknesses including a generally disappointing performance in the stock itself and poor profit margins.

On the positive front, Black Diamond Inc ( BDE), Virco Manufacturing Corporation ( VIRC), Steelcase Inc ( SCS), and Herman Miller Inc ( MLHR) were all gainers within the consumer durables industry with Xerox Corporation ( XRX) being today's featured consumer durables industry winner.

For investors not wanting singular stock exposure, ETFs may be of interest. Investors who are bullish on the consumer durables industry could consider Consumer Discretionary Sel Sec SPDR ( XLY) while those bearish on the consumer durables industry could consider ProShares Ultra Sht Consumer Goods ( SZK).
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