NEW YORK (TheStreet) -- First Cash Financial Services (FCFS - Get Report) stock is down 1.1% to $49.89 in midday trading Tuesday after JMP Securities reduced its price target to $55 from $57, while reiterating its "market outperform" rating. 

First Cash Financial Services is an operator of retail-based pawn and consumer finance stores in the U.S. and Mexico.

"We continue to see a muted outlook for U.S. loan demand following a round of store-level checks and discussions with management," analysts said. 

JMP Securities lowered their earnings outlook for the second time this quarter due to persisting currency headwinds, the firm noted. 

Analysts lowered their 2015 and 2016 fiscal year earnings to $2.75 and $3.25 per share, from $2.85 and $3.35 per share, respectively. 

"While there is emerging suggestion of a late tax refund seasons pushing out the seasonal trough in pawn balances, we have reviewed IRS releases and fund data indicating that performance was at least fairly stable through March 13, 2015," the firm said. 

Based on the company's head start and long runway in Mexico, its position to further expand into Latin America, prospects for continued consolidation in the U.S., and a track record of returning capital to shareholders, JMP Securities continues to recommend First Cash Financial Services shares, analysts said. 

Separately, TheStreet Ratings team rates FIRST CASH FINANCIAL SVCS as a Buy with a ratings score of B-. TheStreet Ratings Team has this to say about their recommendation:

"We rate FIRST CASH FINANCIAL SVCS (FCFS) a BUY. This is driven by a few notable strengths, which we believe should have a greater impact than any weaknesses, and should give investors a better performance opportunity than most stocks we cover. The company's strengths can be seen in multiple areas, such as its revenue growth, largely solid financial position with reasonable debt levels by most measures, increase in net income and growth in earnings per share. We feel these strengths outweigh the fact that the company has had lackluster performance in the stock itself."

You can view the full analysis from the report here: FCFS Ratings Report

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