Upsetting trade. COST down fat today with poor $W and $TGT earnings, so all retail down. I was patient w/ this, and looked at longterm support. Entered around 8:30am with volume. Bought starter position calls for bounce. Was up 100% when it was tapping on $440 price from $428. 1st mistake: didn't sell 1/2 there. Moved risk to consolidation at $434 (entry was $429, risking LOD @ $428). Added at $434: 2nd mistake adding when moving wrong direction. Hard day for calls. Had to be quick & not greedy