Flutter Entertainment (LON:FLTR) price about to hit new 52-week high

The good news for any holders of Flutter Entertainment (LON:FLTR) is that the price is currently trading close to a 52 week high, with the share price up by around 2.54% to 12185 over the past week.

For investors holding the stock (or considering buying it), the question is: what now?

On a one-month basis, the Flutter Entertainment price has risen by 4.27%.

Research shows investors can be left wondering whether to sell the stock and take the profit or buy more and ride the uptrend.

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What happens when a share hits a new high?

52 week highs are always good news. But surprisingly, the prices of high performing shares can be slow to move when they publish positive earnings news.

Research shows this happens because investors are cautious about bidding high performing shares any higher (even if they deserve it). Psychologists call this anchoring. As humans, we tend to take our time when it comes to changing our opinions in the face of new information - even when it's good news.

This emotional tug-of-war often ends with the ‘new high’ stock drifting higher in price over the coming weeks and months. The upward trend is called “post earnings announcement drift”. As the news sinks in, momentum takes over and the price moves higher.

A look at Flutter Entertainment’s StockReport could offer more insight into what’s driving the momentum in its share price - and whether that might continue.

What does this mean for potential investors?

With Flutter Entertainment trading close to a 52 week high, it’s possible that investors in the market are uncertain about where the price will move next. It's important to remember that momentum on its own is no guarantee of future returns.

To get a better idea about whether this trend will continue, it's worth doing some investigation yourself. Indeed, we've identified some areas of concern with Flutter Entertainment that you can find out about here.

Alternatively, if you'd like to find more shares that are trading close to new highs, you can find them on this 52 Week Highs screen.