Two weeks ago, after Dick’s Sporting Goods announced that it would stop selling assault rifles and raise its age requirement for gun purchases to 21, the retailer’s shares rose 1% even as the broader stock market fell sharply. In the wake of the shooting at Marjory Stoneman Douglas High School, investors seemed eager to distance themselves from gun sellers while rewarding socially-conscious firms. But now comes the real test: Will they stick by a retailer that is suffering as a result of its new gun policy?
Dick’s, which...