This time 12 months ago company outlooks began to warn that inflation would take a bite out of bottom lines, that’s proved accurate, and no one expects the profit warnings seen to date will be the end of the story. After a fizzing third quarter last year sent equities soaring by comparison this year looks likely to be the time when the chickens really come home to roost and deal another blow to already fragile markets.

The dollar will be a lead weight around the ankle of many US companies just as weaker currencies have eroded the purchasing power of European and Asian ones. A stronger dollar pummels US exporters’ making them less competitive abroad and for those big US multinationals there’s more pain as overseas earnings need to be exchanged into dollars.

WHY IS A STRONG DOLLAR BAD FOR SOME US FIRMS?

The headwinds associated with a stronger dollar will undoubtedly have been priced in by investors, to a point, but seeing the impact in black and white is expected to cause a few additional jitters and there have been warnings that earnings expectations are still too high.

Nike (NKE:NYSE) proved that point perfectly with its shares tumbling more than 13% after it doubled its estimates for a hit to annual revenue to a whopping $4 billion thanks to the rising dollar with the chief financial officer Matthew Friend telling an earnings call that headwinds had ‘shifted significantly’ in the three months ahead of the update.

Clearly the dollar isn’t the only thorn in Nike’s side it’s also got a substantial inventory backlog and big concerns about the discretionary spending power of their consumer, but the blow dealt to Nike sent something of a shiver through markets. What if other retailers without Nike’s brand power are in for an even worse blow?

Costs are likely to have been exacerbated by rising wages and it’s likely some companies will be considering hiring freezes or job cuts, something central banks are banking on as they push ahead with their inflation taming plans.

WHAT ABOUT MANAGING EXPECTATIONS?

Managing expectations will be the biggest hurdle for bosses and many are likely to forgo more than the most perfunctory of outlooks this time around unless they have a little nugget of good news, they can throw out to investors hungry for anything that smacks of bullishness.

Just look at the recent updates from Wetherspoons (JDW). The irascible pub boss Tim Martin managed to get shareholders on side in a remarkable way despite poor trading over the summer. The tantalising prospect of better trading in the last few weeks sent investors pulses racing. But are their expectations being managed?

Walmart (WMT:NYSE) took things to another extreme in the summer. After delivering a profit warning that sent US markets, in fact most markets, into meltdown they finally delivered a trading update that wasn’t anywhere near as catastrophic as had been predicted.

Then there’s UK retail bellwether Next (NEXT) which has warned that the current economic backdrop is likely to set both sales and profits way back. It is worth noting that under long-standing CEO Simon Wolfson, Next has had a habit of under-promising and over-delivering.

Not all businesses are delivering negative news, a quick look at the fortunes of hospitality giant Hollywood Bowl (BOWL) proves no business is down until it’s down and out. The bowling chain showed that a adroit mix of pricing and product can win over cautious consumers and net better gains than in the pre-pandemic world.

WHY YOU NEED TO BE SMART WITH YOUR INVESTING

What nobody denies is there is less money sloshing around, far less appetite for risk and more focus on safe havens including cash now rates are ratcheting up.

And the geopolitical instability, the prospect of energy supply issues and the knock on from China’s zero tolerance on Covid will have all inflicted their wounds on confidence and performance. In a nutshell, investors need to hang onto their hats because the roller coaster ride is far from over.

The smart money is undoubtedly diversified money. The stock market game has been a relatively easy one to play over the last few years but 2022 has been the year investors have had to work a fair bit harder.

Looking forward it’s clear there are no absolute guarantees but then seasoned investors would tell you that’s no surprise, stock markets require persistence, a bit a faith and a fair bit of time.

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