The Procter & Gamble Company (NYSE: PG) finished Tuesday’s session modestly higher and, in late after-hours trading, was essentially unchanged—an unsurprising tone for a consumer-staples bellwether heading into a holiday-shortened Christmas Eve session.
But investors scanning PG after the closing bell have a new headline to digest: P&G’s Crest brand has agreed to change Texas advertising to depict age-appropriate toothpaste usage, part of an ongoing scrutiny around kids’ fluoride messaging. [1]
Below is what mattered for PG stock after the bell on Tuesday, December 23, 2025, and what to keep on your radar before the market opens Wednesday, December 24, 2025.
PG stock price after the bell: where Procter & Gamble shares stand tonight
PG ended the regular session at $143.18, up $0.48 (+0.34%). The day’s trading range ran from $142.17 to $143.73, on volume of about 9.54 million shares. The latest trade timestamp available shows activity continuing after the close, with the stock still near $143.18 in after-hours.
That places P&G roughly 22% below its 52‑week high ($182.92) and about 5% above its 52‑week low ($136.19)—a useful frame as investors debate whether this defensive name is stabilizing or still stuck in a broader downtrend.
How PG compared to “staples” today
While PG ticked higher, the Consumer Staples Select Sector SPDR ETF (XLP) finished lower on the day (down about 0.49%), suggesting P&G’s relative resilience didn’t come from a broad staples surge.
The headline after the bell: Crest agrees to change Texas marketing tied to fluoride concerns
Late Tuesday, Bloomberg Law reported that P&G will modify the amount of Crest toothpaste shown in its Texas advertisements by Jan. 1 to depict age-appropriate usage. Specifically, P&G said it will reflect the toothpaste amount specified in label instructions for children under age 6, under an agreed order with the state. [2]
Why this matters for investors
For a company as large as P&G, a marketing change in one state may not move near-term revenue by itself—but the market tends to care about what it signals:
- Regulatory and litigation overhang: This agreement sits within a wider push by Texas Attorney General Ken Paxton. Texas previously announced investigations into toothpaste marketing and sent civil investigative demands to both Colgate-Palmolive and Procter & Gamble (Crest). [3]
- Brand and category sensitivity: Oral care is a high-visibility category. Even when direct financial exposure is small, headline risk can influence sentiment, especially in low-liquidity holiday sessions.
- Not an isolated issue: Reuters previously reported that P&G must face a lawsuit alleging Kid’s Crest packaging suggests children can use more toothpaste than is safe. [4]
If you’re watching PG into the open, the key question is whether this story broadens into additional states, additional brands, or packaging changes—and whether analysts begin to quantify reputational or compliance costs.
Today’s analyst angle: P&G’s “digital + DTC” strategy gets fresh attention
One of the most-circulated equity research write-ups today focused on how P&G is trying to win the next generation of shoppers without abandoning its retail core.
In an analysis published midday Tuesday on Nasdaq (from Zacks Equity Research), P&G is described as recalibrating its go-to-market strategy to deepen digital engagement and selectively expand direct-to-consumer (DTC) capabilities—not to replace retailers, but to strengthen brand relationships, collect first-party data, and influence purchases earlier in the consumer journey. [5]
The same piece says P&G is investing in:
- brand websites and subscription models
- social commerce
- AI-driven personalization
- analytics to sharpen marketing ROI and connect with younger consumers [6]
But it also flags the tradeoff investors should keep in mind: DTC economics can be margin-dilutive at scale, and P&G must balance digital expansion without straining retailer relationships that still drive volume. [7]
Valuation and estimates cited today
The Nasdaq/Zacks analysis also highlights:
- PG shares down around 11% over the past six months (in that analysis’ framing)
- a forward P/E around 19.84x versus an industry average cited near 18.05x
- consensus EPS growth estimates of ~3.1% (FY2026) and ~2.9% (FY2027)
- Zacks Rank #3 (Hold) [8]
For tomorrow’s open, the takeaway is less “DTC will change everything overnight” and more: P&G is trying to defend pricing power and brand relevance in a world where product discovery increasingly happens on a phone screen.
Forecasts and Wall Street expectations: where price targets cluster right now
While price targets vary by platform and update cadence, the latest consensus snapshots still imply many analysts see upside from current levels:
- MarketBeat lists an average 12‑month target of $171.38 (with a high of $209 and a low of $151)—roughly ~20% above the current ~$143 handle. [9]
- Investing.com shows an average target around $168.95, with a high estimate of $186 and a low of $148, and a consensus rating described as “Buy” (with a split between “buy” and “hold” calls). [10]
If PG reacts to the Crest headline tomorrow, watch for whether any analysts revise their near-term risk commentary (even if targets don’t move).
The next big catalyst on the calendar: P&G earnings on Jan. 22, 2026
The next “must-watch” P&G event is not tomorrow morning—it’s next month.
P&G’s investor relations calendar lists the Q2 2026 earnings conference call on January 22, 2026 at 8:30 a.m. ET. [11]
With the stock trading near the low-to-mid part of its 52‑week range, that next earnings discussion is likely to refocus attention on:
- volume vs. price/mix trends
- category growth (beauty, grooming, fabric & home, baby/feminine/family, health care)
- China and Europe demand patterns
- FX impacts
- the trajectory of input costs and tariffs
What P&G has guided for FY2026: costs, tariffs, cash returns
Although not new today, P&G’s most recent FY2026 framework remains central to how many investors anchor “fair value.”
In its fiscal year 2026 first-quarter results communication, P&G maintained guidance that included:
- All-in sales growth:1% to 5%
- Organic sales growth: roughly in-line to up 4%
- Diluted EPS growth:3% to 9% vs. FY2025
- Core EPS range:$6.83 to $7.09 (midpoint $6.96) [12]
It also cited fiscal 2026 headwinds from:
- commodity costs (after-tax headwind referenced)
- tariffs (after-tax higher costs referenced) [13]
And it reiterated shareholder return intentions, including expecting to pay around $10B in dividends and repurchase about $5B of common shares in fiscal 2026. [14]
That matters for tomorrow because any macro headline that shifts tariff expectations, input costs, or FX can ripple quickly through staples valuations—especially in thin holiday trading.
Dividend watch: what the official record shows most recently
For income-focused investors, P&G’s dividend profile remains a key part of the “why own PG” thesis.
P&G’s dividend history page shows a quarterly dividend of $1.0568 per share, with an ex-dividend date listed as Oct. 24, 2025 and a pay date of Nov. 17, 2025. [15]
Separately, P&G has described itself as a long-running dividend payer and raiser (per its FY2025 results communications). [16]
Before the market opens tomorrow: the most important “mechanics” are the holiday hours
Stocks: early close on Christmas Eve
Wednesday, Dec. 24, 2025, is a shortened session:
- NYSE and Nasdaq close early at 1:00 p.m. ET
- Markets are closed Thursday, Dec. 25, and reopen Friday, Dec. 26 [17]
This matters because P&G can trade differently when liquidity is scarce:
- Wider bid/ask spreads
- Faster “headline-to-price” moves
- More influence from program trading and ETFs
- Greater chance that small orders nudge the tape
Bonds: early close at 2:00 p.m. ET
Bond markets are also expected to close early on Dec. 24—2:00 p.m. ET is the recommended early close cited by SIFMA. [18]
Because consumer staples often trade partly on rates and defensiveness, an early bond close can compress the time window for “rates-driven” rotation.
Macro backdrop that could influence staples like PG tomorrow morning
U.S. consumer confidence fell in December
On Tuesday, Reuters reported that U.S. consumer confidence declined in December, with consumers citing concerns around employment, income, inflation, tariffs, and related issues. [19]
AP also reported the same consumer confidence index at 89.1, noting the decline and its potential implications for spending expectations. [20]
For P&G, weaker confidence doesn’t automatically mean weaker demand (staples are “needs”), but it can shape:
- mix (premium vs. value)
- promotional intensity (retailers push deals)
- elasticity (how much price increases stick)
What’s on the U.S. economic calendar Wednesday morning
MarketWatch’s calendar lists Initial Jobless Claims due at 8:30 a.m. ET on Wednesday, Dec. 24. [21]
Investing.com also previewed jobless claims (and other items on the docket) for Wednesday. [22]
Given the shortened session, that 8:30 a.m. release can disproportionately set the tone for the entire day.
Key levels and setups to watch for PG at Wednesday’s open
In a thin, early-close session, the cleanest reference points are often the simplest:
- Near-term support zone: Tuesday’s low around $142.17
- Near-term resistance zone: Tuesday’s high around $143.73
- Bigger-picture pressure point: the gap to the $182.92 52-week high remains wide, and rallies may need clear catalysts (earnings, guidance changes, major macro shifts) to sustain.
If PG opens flat, the market may be “waiting” for either:
- more clarity on the Crest/Texas headline’s scope, or
- a macro impulse (jobless claims, rates movement) that rotates money between defensives and growth.
Bottom line: what to know about Procter & Gamble stock tonight
As of after-hours trading Tuesday night, PG is steady near $143, coming off a modest up day into a holiday-shortened session.
The most notable new headline after the bell is Crest’s agreed order in Texas to adjust advertising depiction by Jan. 1, a reminder that regulatory and litigation narratives can attach to even the most defensive consumer names. [23]
For Wednesday’s open, focus on:
- holiday trading mechanics (1 p.m. ET early close) [24]
- 8:30 a.m. ET jobless claims as a tone-setter in a shortened session [25]
- whether the Crest headline sparks broader coverage or analyst commentary
- and the “next big catalyst” clock ticking toward P&G’s Jan. 22 earnings call [26]
This article is for informational purposes only and is not investment advice.
References
1. news.bloomberglaw.com, 2. news.bloomberglaw.com, 3. www.texasattorneygeneral.gov, 4. www.reuters.com, 5. www.nasdaq.com, 6. www.nasdaq.com, 7. www.nasdaq.com, 8. www.nasdaq.com, 9. www.marketbeat.com, 10. www.investing.com, 11. www.pginvestor.com, 12. www.pginvestor.com, 13. www.pginvestor.com, 14. www.pginvestor.com, 15. www.pginvestor.com, 16. www.pginvestor.com, 17. www.marketwatch.com, 18. www.sifma.org, 19. www.reuters.com, 20. apnews.com, 21. www.marketwatch.com, 22. www.investing.com, 23. news.bloomberglaw.com, 24. www.nasdaq.com, 25. www.marketwatch.com, 26. www.pginvestor.com
