Every stock market crash offers bargains: I’d buy these cheap FTSE 100 shares now

There’s more chance of bagging a bargain price with shares if we buy when fear and worry are in the air, such as during a stock market crash.

The content of this article was relevant at the time of publishing. Circumstances change continuously and caution should therefore be exercised when relying upon any content contained within this article.

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More.

Just when the coronavirus stock market crash looked like it was all over, markets took another dive towards the end of last week.

US commentator Jim Cramer described the rally from the March lows as a “happiness trade”. But many investors have been worried for some time that there could be a second plunge in the stock market. It’s been hard to square the bullishness in the markets with the grim realities of what’s shaping up to be perhaps the worst recession in 100+ years.

There may not be a full-on second stock market crash

My view of what’s ‘right’ falls in the middle of the two extremes. I reckon the markets will likely settle somewhere between a second market crash at one end and the happiness rally at the other. After all, lockdowns are lifting and economic activity is picking up again. I also believe the experience governments have with the pandemic will help authorities keep a possible second upsurge of the disease in check.

Stock markets probably need to ride the brake for a while to curb the exuberance of investors. We could be seeing a correction that’s blowing off some of the speculative froth. But arguably, if you are in the market to accumulate shares for the long haul, buying conditions are good right now.

One of the main aims of investing for me is not to over-pay for shares. And there’s more chance of bagging what proves later to have been a bargain price if we buy when fear and worry are in the air. And sentiment certainly took a dive last week.

The alternative is to buy when the outlook is rosy. But when we do that, valuations are almost inevitably higher. And it’s possible to buy shares in great companies that go on to make poor investments because we paid too much in the first place.

It’s time to work hard with stock-picking

Now’s the time to focus on our watch lists. You’ve been building a watch list of companies that you’d like to invest in, right? If not, it’s time to roll up your sleeves and do some work. I’d do my own research and analyse companies, looking for strong finances, a decent trading record and evidence of a resilient trading niche in a strong sector.

To me, defensive, cash-generating companies are much better as long-term investments than more cyclical outfits. We can find some of these attractive beasts in sectors such as healthcare, fast-moving consumer goods, utilities, IT and technology among others.

In the FTSE 100, I’m keen on several companies that could make decent compounding machines in a long-term portfolio. For example, in fast-moving consumer goods, I’d focus on Diageo, Unilever and British American Tobacco. I like the look of National Grid and SSE in the energy sector. Sage is attractive in the IT and software space, and the healthcare sector has decent firms such as AstraZeneca, GlaxoSmithKline and Smith & Nephew.

Kevin Godbold has no position in any share mentioned. The Motley Fool UK owns shares of and has recommended GlaxoSmithKline and Unilever. The Motley Fool UK has recommended Diageo and Sage Group. Views expressed on the companies mentioned in this article are those of the writer and therefore may differ from the official recommendations we make in our subscription services such as Share Advisor, Hidden Winners and Pro. Here at The Motley Fool we believe that considering a diverse range of insights makes us better investors.

More on Investing Articles

Front view of aircraft in flight.
Investing Articles

Is it game over for the BP share price rally?

The BP share price has looked like a one-way bet in recent weeks as oil and gas prices soar but…

Read more »

Man hanging in the balance over a log at seaside in Scotland
Investing Articles

Amid geopolitical and AI risks, here’s how I’m positioning my ISA and SIPP in 2026

Edward Sheldon explains how he's allocating capital within his investment accounts and SIPP amid the various risks to the market.

Read more »

Young mixed-race woman looking out of the window with a look of consternation on her face
Investing Articles

My game plan for the next stock market crash

Markets have been surprisingly resilient during the recent Middle East conflict but we still cannot rule out a stock market…

Read more »

Concept of two young professional men looking at a screen in a technological data centre
Investing Articles

1 top growth stock to consider buying after it crashed 59%

This S&P 500 growth stock has fallen off a cliff lately due to AI software fears. Our writer thinks this…

Read more »

A mature woman help a senior woman out of a car as she takes her to the shops.
Investing Articles

Here’s how a 35-year-old putting £15 a day into an ISA could end up earning £18k+ of passive income annually!

A 35-year-old with no ISA but a willingness to invest relatively small sums could one day be earning many thousands…

Read more »

Young black colleagues high-fiving each other at work
Investing Articles

With the potential to double in 10 years, this could be a dividend stock to consider buying

With a yield of 7.2%, income investors might consider buying this stock. But reinvesting the dividends could deliver even more…

Read more »

Happy couple showing relief at news
Investing Articles

How much would someone need to invest in the stock market to target a £1,250 monthly second income?

Investing in the stock market can help deliver long-term wealth. But James Beard says it can also be a way…

Read more »

happy senior couple using a laptop in their living room to look at their financial budgets
Investing Articles

How much would someone need in an ISA to aim to treble the current State Pension?

Experts say the State Pension isn’t generous enough to provide a comfortable retirement. James Beard says the stock market could…

Read more »