Falls are falls, though, and that's something people should expect when investing in higher-risk assets like shares. It's not all bad news. In return for that volatility you get better long-term returns than you would elsewhere. New Zealand shares have delivered 9.7 per cent a year since 1967, which is a little misleading because of exceptionally high inflation during the 1970s and 1980s.
Returns are influenced by inflation, so it's better to think about these in "real" terms, with inflation subtracted.
Inflation has averaged 6 per cent in the past 50 years, so shares have returned 3.7 per cent annually, in real terms. House prices aren't far behind, with a 3 per cent real return over that same period.
I looked at the US market and got similar results. In the past 150 years, US shares averaged a negative year in every three. Like New Zealand, 10 per cent falls were much less common, every 5.8 years on average. Interestingly, the real return from US shares was 3.7 per cent, the same as ours.
So what does this all mean? For a start, the past decade hasn't been normal. Returns have been above average, and volatility very low.
If history is anything to go by, investors should expect roughly every fourth year to be down. Most will be small declines, so no need to panic, but if you're not in it for the long term or you can't stomach the ups and downs, you're in the wrong investment.
In the longer term, you can expect good returns. However, "good" doesn't mean the 15 per cent average of the past five years, I'd call that "exceptional".
Shares will give you 3-4 per cent above the inflation rate, so if you think annual inflation will be 2-3 per cent over the next decade, assume your shares will do about 6-7 per cent, including cash dividends.
Anyone promising substantially more is either highly optimistic or leading you up the garden path.