Why I’m not waiting for a stock market crash to buy shares for my ISA

There are many bearish investors today who are waiting for a stock market crash. Edward Sheldon isn’t one of them. He’s buying shares for his ISA now.

| More on:

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.

Young female business analyst looking at a graph chart while working from home

Image source: Getty Images

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.

Right now, many investors are waiting for a stock market crash to buy shares. That’s understandable, as market weakness can provide incredible investment opportunities.

The thing is though, I don’t think investors need to wait for a crash to see attractive opportunities. Looking at the market today, I’m seeing them everywhere.

Near 52-week lows

Take Diageo (LSE: DGE), the owner of Johnnie Walker whisky and Tanqueray gin, for example.

Back in early 2022, Diageo shares were trading above 4,100p. Today, however, they can be picked up for around 3,350p – almost 20% lower (near 52-week lows).

I think this is an excellent buying opportunity for long-term investors like myself. Diageo is a world-class company (it’s generally considered to be one of the highest-quality companies in the FTSE 100 index).

And with significant exposure to the world’s emerging markets, it has plenty of growth potential going forward.

It’s worth noting that there is some uncertainty here in the short term as the company is facing a legal dispute.

I see this as a short-term blip though. So, I added to my holding last week.

Currently, the stock trades on a forward-looking price-to-earnings (P/E) ratio of around 19, which I think is very reasonable given the company track record (20+ years of consecutive dividend increases) and growth potential.

US rival Brown-Forman, which owns Jack Daniel’s, currently has a P/E ratio of about 29.

Attractive dividend yields

Another high-quality Footsie company that is well off its highs is Unilever (LSE: ULVR), which owns Dove, Hellmann’s, and loads of other popular brands.

Before Covid, this stock was trading above 5,200p. Today though, it’s under 4,000p – nearly 25% lower.

I added to my holding here recently as well.

At today’s share price, I get a dividend yield of around 3.5% on my shares meaning I’m being paid to wait for the share price to recover (there’s no guarantee it will, of course).

And again, the valuation seems very reasonable. Unilever currently has a P/E ratio of about 18 versus approximately 24 for US rival Colgate-Palmolive.

It’s worth pointing out that higher costs are weighing on Unilever’s profits at the moment. I don’t expect this to last forever though.

A rare buying opportunity

It’s not just UK shares that are well off their highs, however.

Take a look at Amazon (NASDAQ: AMZN) which is listed in the US.

It was trading near $185 ($3,700 before the recent 20:1 stock split) during Covid. Today however, it can be snapped up for around $125 – more than 30% below its highs.

Given the huge pullback, I’ve been adding to my position here lately.

I think this company is just getting started. In the years ahead, I expect to see further growth in its online shopping and cloud computing revenues. And I’m excited about what the company is doing in the artificial intelligence (AI) space.

This is a volatile stock, however. So, while I expect the stock to rise in the long term, I’m not expecting it to climb in a straight line.

I’m buying now

These are just three examples of stocks that are well off their highs, and look interesting to me. There are many more.

Looking for more investment ideas? One can find plenty here at The Motley Fool.

Ed Sheldon has positions in Amazon.com, Diageo Plc, and Unilever Plc. The Motley Fool UK has recommended Amazon.com, Diageo Plc, and Unilever Plc. John Mackey, former CEO of Whole Foods Market, an Amazon subsidiary, is a member of The Motley Fool’s board of directors. 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

Warren Buffett at a Berkshire Hathaway AGM
Investing Articles

Can someone invest like Warren Buffett with a spare £500?

Christopher Ruane explains why an investor without the resources of billionaire Warren Buffett could still learn from his stock market…

Read more »

Investing Articles

Can these 2 incredible FTSE 250 dividend stocks fly even higher in 2026?

Mark Hartley examines the potential in two FTSE 250 shares that have had an excellent year and considers what 2026…

Read more »

Thoughtful man using his phone while riding on a train and looking through the window
Investing Articles

Is 45 too late to start investing?

Investing at different life stages can come with its own challenges -- and rewards. Our writer considers why a 45-year-old…

Read more »

Hand of person putting wood cube block with word VALUE on wooden table
Investing Articles

UK shares look cheap — but the market might be about to take notice

UK shares have traded at a persistent discount to their US counterparts. This can create huge opportunities, but investors need…

Read more »

Investing Articles

This FTSE 100 growth machine is showing positive signs for a 2026 recovery

FTSE 100 distributor Bunzl is already the second-largest holding in Stephen Wright’s Stocks and Shares ISA. What should his next…

Read more »

Investing Articles

I asked ChatGPT for the best FTSE 100 stocks to buy for passive income in 2026 and it said…

Paul Summers wanted to learn which dividend stocks an AI bot thinks might be worth buying for 2026. Its response…

Read more »

ISA Individual Savings Account
Investing Articles

Stop missing out! A Stocks and Shares ISA could help you retire early

Investors who don't use a Stocks and Shares ISA get all the risks that come with investing but with less…

Read more »

Investing Articles

Will Greggs shares crash again in 2026?

After a horrible 2025, Paul Summers takes a look at whether Greggs shares could sink even further in price next…

Read more »