NEW YORK (TheStreet) -- Black Friday is the unofficial start to the holiday shopping season and TheStreet's Debra Borchardt and Brittany Umar break down the big winner from the weekend, Macy's (M). 

Umar noted that Sterne Agee has picked Macy's as the retailer in the best position to benefit through the holiday season. 

The rating agency said the company's decision to open at 8 p.m. EST on Thanksgiving Day, as opposed to at midnight, helped drive more foot traffic than the prior year. 

Umar said the company also did one other thing very well: door-buster sales. Unlike many retailers that typically run out of sale items quickly, Macy's did not. 

Sterne Agee suggested the retailer picked the right sale items, had prominent advertising, and as of midday on Black Friday, still had inventory. 

The company also did well in key product categories, such as cold weather products, Umar concluded.

-- Written by Bret Kenwell in Petoskey, Mich.

Bret Kenwell currently writes, blogs and also contributes to Robert Weinstein's Weekly Options Newsletter. Focuses on short-to-intermediate-term trading opportunities that can be exposed via options. He prefers to use debit trades on momentum setups and credit trades on support/resistance setups. He also focuses on building long-term wealth by searching for consistent, quality dividend paying companies and long-term growth companies. He considers himself the surfer, not the wave, in relation to the market and himself. He has no allegiance to either the bull side or the bear side.

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