# WH Smith set for sharp fall in profits amid cost and trading pressures

By Dan Coatsworth — 2026-09-16

Dan Coatsworth, head of markets at AJ Bell, feels there is a long road ahead for WH Smith.

He said: “WH Smith is having a hard time convincing the market that its problems can be solved quickly.

“A trading update has failed to breathe new life into its share price as the business seems to be drifting sideways rather than taking big strides ahead.

“North America has been the worry point and fourth quarter revenue growth has slowed versus the previous three months. On a like-for-like basis, Q4 sales have fallen for the region, which is not what WH Smith needs to win over investors.

“The rebound in the oil price since mid-summer is unhelpful as it pushes up the cost of getting from A to B, which threatens to dampen activity at WH Smith’s all-important travel hubs.

“WH Smith talks about ‘good progress’ on its transformation strategy, but the latest trading figures suggest that its journey to get back on top could be a lengthy one.”

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