Black Friday and Thanksgiving weekend sales were a record. According to the National Retail Federation (NRF) for a total of 226 million shoppers spent $ 52.4 million, up from $ 45 million last year, a jump of 16%. What’s more, sales were gains in all categories, if not all retailers.

One of the highlights of the weekend results were Macy (M) where 40% more people waited outside the flagship store in Herald Square in Manhattan society. According to CEO Terry Lundgren of Macy, customer enthusiasm was all part of what we are calling the strongest year the company in a decade.

Macy’s results has not been a surprise for Michelle Clark, who has Macy as its top pick in the space large retail stores. Retail analyst for Morgan Stanley says the company has been beating Breakout cover the ball all year.
“Macy continues to bear some of the best same store sales in department stores,” he says.

As is the case for all retailers, Macy key to success has been provided with the right product at the right time. Clark says that this year is all about fashion, in particular private label goods connected with the promoters celebrities. Basics (underwear, socks, etc.) are not in their original packaging, presumably suggesting the besieged American consumer is willing to pay for the goods to fashion, rather than grandmothers stuffed with socks socks.

For those of you who think that the well publicized affairs spells losses for retailers, says that Clark is not the case. “Macy’s EBIT (earnings before interest and taxes) margins will rise about 150 basis points, points this year,” he says. The key to reconciling deep discounts and promotion is the heavy emphasis on private label goods, which have much higher margins for retailers and customers are ignoring fundamental principles.

Another winner is Kohl’s (KSS), Clark says that he is winning with the same recipe as the Macy’s private label. On the contrary, and the name of Clark’s least favorite is JC Penney (JCP), which she says is under-spending on shopping, an insult to the customers, regardless of their level of disposable income.