A meme stock's viral popularity tends to spawn unexpected trading volumes and abrupt share price spikes and plunges, often in the same day, particularly when it conflicts with the company's

Krispy Kreme (DNUT), Opendoor (OPEN), Rocket Mortgage (RKT) and Kohl’s (KSS) had become the meme stocks of the moment, along with a new moniker from traders — “DORK,” a reference to the first letters of their tickers.

An American Eagle ad campaign featuring Sydney Sweeney caught the attention of retail traders on Thursday, causing the stock to spike.

As a result, Krispy Kreme's short interest had increased to 14.2% of shares outstanding, but a higher 26.4% of its publicly traded float, as of June 30. That's a high-enough short interest, especially in a lower-float stock, to cause a big move on a surge of unexpected buying. And it appears meme stock traders happened to target Krispy Kreme today.