HIMS's overbought flag from the prior scan already resolved — RSI cooled from 70.6 to 56.0 after a -10.2% pullback this week, while CROX took over as the group's strongest name, now just -0.64% from a fresh 52-week high at RSI 64.4. SBUX and CMG both kept strengthening (RSI now 60.8 and 61.2), and the legacy trio NKE/LULU/DPZ remains stuck 40-53% below their highs with death crosses still in place. XLY, the sector ETF, eased to RSI 52.1 — the broad tape cooling slightly even as individual leadership rotated hard underneath it.

Data as-of 2026-07-10 close. All numbers from precomputed summaries/consumer.json. Prior scan: 2026-07-07-consumer-scan (2026-07-07, data as-of 2026-07-06 close).

The bifurcation story from the prior scan is intact, but the cast changed. HIMS ran too hot into last week's close (RSI 70.6, +40.9% 30D) and has since given back -10.2% over the past week, cooling its RSI to 56.0 while still sitting on a healthy +19.1% 30D gain — a normal digestion after a parabolic run, not a broken thesis. CROX and SBUX both kept climbing: CROX is now within 0.64% of a new 52-week high with RSI 64.4, and SBUX's RSI moved from 51.5 to 60.8 while holding its golden cross. CMG and PYPL also strengthened modestly. The legacy trio — NKE, LULU, DPZ — stays rangebound and death-crossed, 40-53% below their highs, with no reversal evidence in this window. XLY itself barely moved (RSI 55.0→52.1), which reads as the sector ETF absorbing the rotation underneath it rather than confirming any one direction.

• HIMS's overbought flag resolved fast: RSI 70.6→56.0, 7D flipped from +10.2% to -10.2% — the "chase, not entry" call from last scan played out within days.
• CROX pushed closer to a new high: -3.1%→-0.64% from its 52-week high, RSI 58.2→64.4.
• SBUX and CMG both strengthened further: SBUX RSI 51.5→60.8, CMG RSI 57.6→61.2 — both holding their prior structural reads (golden cross for SBUX, weak-up for CMG).
• XYZ cooled slightly: RSI 61.8→56.8, 7D flipped from +0.8% to -0.66%, though 30D held near +11.9%.
• NKE, LULU, DPZ, DECK, AS: essentially unchanged in structure — still the group's laggards or basing names, no new signal.

Trend and cross labels describe chart structure, not a recommendation. "Golden cross" (SBUX, DECK, CROX, XYZ, CRSR, XLY) means the 50-day average sits above the 200-day — a longer-term uptrend confirmation, not a buy signal on its own. "Death cross" (AS, LULU, NKE, DPZ, HIMS, PYPL) means the opposite, and a bounce inside one should be read as counter-trend until the cross actually flips. RSI above 65 flags a name getting extended — CROX is closest to that line this scan — worth tracking, not chasing. "% From 52-week High" is the plainest read on how far a name has to run before it revisits its old highs, or how close it already is.

COOLING LEADER: HIMS ($34.38, RSI 56.0, up trend, -51.2% from high) came off the boil exactly as last scan flagged — RSI 70.6→56.0, -10.2% 7D — but held +19.1% 30D. Treat this as digestion inside a momentum move, not a reversal, unless the 7D bleed continues.

NEW LEADERSHIP — NEAR HIGHS: CROX ($132.78, RSI 64.4, golden cross, -0.64% from high) is now the cleanest structure in the group and closing in on a fresh 52-week high. SBUX ($106.01, RSI 60.8, golden cross, -2.64% from high) is a close second — both are extended enough that fresh entries are chasing, not bargain-hunting.

MID-PACK STRENGTH: PYPL, CMG, CRSR, XYZ all sit RSI 56-61 with positive 30D momentum but carry a death cross (PYPL) or sit mid-structure (CMG, CRSR, XYZ) — constructive, not clean setups.

STILL BROKEN: NKE, LULU, DPZ remain death-crossed and 40-53% off their highs with no basing evidence this window — continued RSI-40s-to-50s bounces read as retests of the breakdown, not recoveries. AS and DECK are flat and unremarkable.