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(Same-store sales story updated with analyst commentary)
NEW YORK (TheStreet) -- Retail same-store sales results for July showed mixed results, but continue to demonstrate that consumers are willing to buy if the product -- and the price -- are right.

"Overall, it looks like a lot of retailers have bounced back from a disappointing June," Brian Sozzi of Wall Street Strategies tells


. According to Sozzi, one of the main drivers for retailers in July was early back-to-school shopping -- though it's worth noting that back to school overall is occurring later this year. Sozzi also noted that a combination of price and style was the other driver.

"If you don't have the right product, they're not going to buy it despite strong discounts," Sozzi said, who noted that some companies don't have much more wiggle room to lower their prices.

Limited Brands




(ZUMZ) - Get Zumiez Inc. Report

were among the top same-store sales performers for the month.

Limited Brands reported a comparable store sales increase of 12%, beating estimates of a 5.2% increase by 6.8 percentage points. The stock is up 0.2% to $26.10 in morning trading. The company now expects to report second-quarter adjusted earnings per share of 34 cents to 36 cents vs. its previous guidance of 27 cents to 32 cents.

Zumiez posted a same-store sales increase of 9.4%, surprising the positive 8.5% estimate by 0.9%. The company now expects net loss per share for the second quarter to be in the range of 2 cents to 3 cents, compared with the previously-issued guidance of a net loss per share of 7 cents to 10 cents.

Zumiez have fallen 1.9% to $17.68 along with the broader equity markets.

"What we're beginning to see are some of the stores that are really putting their full gears in motion are getting payback," NPD Group analyst Marshal Cohen said. Those that are working hard to reach new customers while keeping loyal customers satisfied are really starting to see their efforts pay off, he noted.


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(COST) - Get Costco Wholesale Corporation Report

also did well, beating the positive 5.5% estimate by half of a percentage point. Comparable store sales for the company was 6%.

Inflation in gasoline prices and strengthening foreign currencies had a positive impact on comparable sales, the company said in a press release. Meanwhile, Cohen said Costco's solid performance was driven by consumers' desire for value and necessities. Impulse and discretionary and luxury spending are still limited among consumers.

At the same time, value stores will continue to show limited opoortunities for growth given the protracted effects of the a "pretty deep" recession, Cohen said.

Costco stock is lower by 2.1% to $56.22.


(BKE) - Get Buckle Inc. (The) Report

same-store sales fell 9.3%, when the expectation was for a 1% fall. Shares of Buckle have has tumbled by 2.9% to $26.43.

Hot Topic

( HOTT) was also more disappointing than expected. The company's comparable store sales dropped by 9% compared with the consensus expectation of a 2.6% fall. The stock is down 4.9% to $5.



**stock has tanked by 7.5% to $25.38** after reporting a 1% increase in same-store sales, much lower than the expected increase of 7.1%. The company expects second-quarter net earnings of 45 cents to 46 cents a share, vs. 38 cents a share last year.

NPD Group's Cohen said niche markets types like teen retailers still have some challenges, given late back to school sales. "It's not a suprirse that they're going to make up for it later."

-- Reported by Andrea Tse in New York

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