Retail investors have won again. When trade tensions flared in early April and about $6.6 trillion in market value vanished from US stocks in just two business days – the fifth-worst two-day drop since the S&P 500’s creation in 1957 – they didn’t panic. Instead, they did what they’ve learned to do over the past 15 years: They bought the dip. Six weeks later, the US stocks benchmark has not only recovered but surpassed its pre-tariff levels, delivering a gain of about 17% from the lows to those who kept their nerve.
Individual investors have become an increasingly powerful force in markets. At the end of 2024, they collectively held $35 trillion in US stocks – 38% of the market, according to Federal Reserve and Goldman Sachs Group Inc. data. And they’re not afraid to trade: They came into the year accounting for about 19.5% of US equity-trading volume, according to Bloomberg Intelligence analyst Larry Tabb – up from 17% a year prior and well above pre-pandemic levels. While this is below the 24% peak reached during the meme-stock frenzy at the beginning of 2021, commission-free trading has created a sustainably higher level of retail engagement.
When markets tumbled in early April, these retail investors sprang into action. At Charles Schwab Corp., whose 37 million active brokerage accounts represent a significant slice of America’s retail investors, customers executed nearly 10 million trades per day in the first two weeks of the month, a 36% jump from trading activity earlier in the year. The firm additionally saw a surge in account openings. “We’ve seen in the first part of April, two to three times the level of new accounts being opened,” said Chief Executive Officer Rick Wurster on his earnings call. “We think there are some clients that want to get into Schwab and buy the dip.” Robinhood Markets Inc. reported similar momentum with its equity trading volumes hitting four-year highs and options activity approaching record levels.
Rather than simply turning over their portfolios, though, retail investors were aggressively adding to their positions. According to JPMorgan Chase & Co., they net bought $40 billion of stocks in April alone – setting a new record for the largest monthly inflow. Analysis from Goldman Sachs, which tracks retail trading patterns through characteristics like sub-tick price improvement typical of payment-for-order flow trades, confirms this unprecedented buying activity, with two-week rolling net flows surpassing even the intense buying seen during the Covid recovery.
Market history suggests buying dips has been a reliable strategy for retail investors. After the market decline of December 2018 (remember that?), the Covid crash of 2020, and the inflation scare of 2022, markets consistently rewarded those willing to deploy capital during periods of stress. It works principally because it so often has. As Treasury Secretary Scott Bessent said in a speech at the Milken Institute Global Conference last week: "The entirety of our economic history can be distilled in just five words: ‘Up and to the right.’"
