It all depends on market consensus expectations. If a positive report is released that normally would cause the currency to appreciate, this usually means the outcome was already priced in the market. Remember, the market is always looking ahead, so if for example forecasted retail sales is a .5% increase and the number comes out at .5%, it's a positive report but I wouldn't be surprised if the currency falls because this is what the market had been expecting and traders had already positioned themselves ahead of time and are now taking profit.
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