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91. Victoria's Secret 90. GameStop 89. FAO Schwarz

December 8, 2009

91. Victoria's Secret

Apparently personal-care products and unmentionables are two of the few items for which consumers are still willing to spend a few bucks. Financial data tracker Seeking Alpha reported a 4.6 percent rise in average monthly spending over last year at Victoria's Secret, perhaps thanks to an expansion of its product offerings. Last year, the retailer partnered with 33 colleges and universities to sell cross-branded sportswear for women, and in February it introduced a line of organic bath and body creations made from U.S.-grown products only.

89. FAO Schwarz

The god of toy stores and one of the oldest retailers in the country, FAO Schwarz has figured out a way to differentiate itself in a market dominated by comparatively low-dollar brands such as Toys "R" Us and Walmart. The company has stayed with its distinctive and tough-to find offerings and recently branched out with more than 200 stores-within-a-store at Macy's locations across the country. Time will tell if the pricey playhouse's strategy will hold water in a turbulent environment.

90. GameStop

GameStop made the news recently when its director shed 2.3 million of his shares in company stock — perceived as a sign of pessimism about the company's stock, which was indeed downgraded from a "buy" to a "hold" by financial services firm Janney Montgomery Scott in October. But in general, prospects look good for a bounce-back from the world's leading video-game retailer, especially with the holiday season approaching — and especially with the company's emphasis on used games, which are undoubtedly going to be appealing to budget-conscious shoppers this Christmas.