Aaron's Inc. is lowering its third-quarter earnings and revenue forecasts as it is having trouble bringing more customers into its stores.

Its stock dropped almost 6 percent in premarket trading on Friday.

Chairman, President and CEO Ronald Allen said in a statement that its shoppers are still struggling with economic conditions. Product shipments to franchised stores also dropped from a year ago, he added.

Allen said that Aaron's started some new promotions late in the third quarter and will have more promotions in the fourth quarter and the future.

The company, which sells and leases furniture, electronics, home appliances and accessories, now foresees third-quarter adjusted earnings of 37 cents to 41 cents per share. Its prior guidance was for 48 cents to 52 cents per share. It cut the revenue outlook to $540 million from $550 million.

Analysts polled by FactSet expect earnings of 49 cents per share on revenue of $549.7 million.

The Atlanta company is also increasing its buyback authorization to 11 million shares from 4 million shares. Aaron's has not repurchased shares in 2013 but said that it plans to resume buybacks as soon as possible.

Aaron's has more than 2,100 company-run and franchised stores in 48 states and Canada. It plans to report its third-quarter financial results on Oct. 25.

Shares fell $1.60, or 5.8 percent, to $26.06 before the market open.