Sears Holdings (NASDAQ: SHLD), a retailer whose competitive colleagues include Target (NYSE: TGT), Best Buy (NYSE: BBY), and Wal-Mart (NYSE: WMT), wants to improve its brand equity and find a new path to growth. As such, it's willing to employ all kinds of initiatives, especially ones that will form a nice image with the consumer during this dreadful economic contraction.

According to The Wall Street Journal (subscription required), Sears is trying out a program that offers protection against the risk of investing in an expensive appliance during a time when job security is not as secure as it used to be.

The program will run for a specified time period beginning next week, and the basic gist is this: buy an appliance priced $399 or higher on a Sears credit card and, and if you lose your job, Sears will credit one twelfth of the cost every month. Still no job after one year? Keep the appliance, your debt will be forgiven.

But, according to that same source, Best Buy has beaten the analysts at their game in the last two quarters. If you ask me, I think the company has a good chance of beating the forecast yet again. With all the euphoria in the equities market as of late, and with all the talk about the recession possibly coming to an end late this year, I feel that consumers must have been in a better mood in the most recent quarter. And one would assume a big name like Best Buy would get its share of the traffic.

Last time I covered Talbots (NYSE: TLB), I was very bearish. I didn't like the stock's prospects. Since then, it's been up. The retailer, which counts Macy's (NYSE: M) and Ann Taylor (NYSE: ANN) as colleagues, has also seen its stock nearly double since the beginning of the year. But the company is still struggling, as the numbers from the fiscal first quarter clearly show. What am I missing?

Revenues from continuing operations declined 26%. The net loss on an adjusted basis was 23 cents per share. That was worse than last year's results for the similar quarter. Much worse. There was a profit of 42 cents per share at that time. The most dismal aspect of the current quarter can be found in the same-store sales statistic. Comps were simply massacred. They plummeted almost 27%! What a bloodbath.

Dollar Tree (NASDAQ: DLTR) saw a nice increase in its bottom-line profit. The retailer, which reported earnings for the first quarter earlier this week, said it made 66 cents per share, good for an increase of more than 37%. Revenues increased 14%, and same-store sales went up a whopping 9%. So many retailers would absolutely kill to have that same-store number.

It's no secret why Dollar Tree is thriving. Bad economy plus items-that-sell-for-a-dollar-each equals retail success. Brand equity is important. So is convenience. But a cheap price point oftentimes trumps all.

Here are some highlights from this past week's earnings coverage from BloggingStocks:

• Aeropostale Inc. (NYSE: ARO) beat profit expectations as revenue and same-store sales both increased.
• Aruba Networks Inc. (NASDAQ: ARUN) received an analyst's upgrade following its Q3 report.
• Buckle Inc. (NYSE: BKE) reported better-than-expected Q1 expectations as revenue surged.
• Campbell Soup Co. (NYSE: CPB) higher Q2 earnings beat expectations and sent shares upward.
• Deere & Co. (NYSE: DE) reported better-than-expected Q3 earnings, sending shares higher.

Analyst upgrades:

• UBS upgraded Target (NYSE: TGT) to Buy from Neutral and raised its price target to $52 from $45 citing reduced inventories, some credit stability, and an improved back-to-school period.
• Credit Suisse said concerns regarding Safeway's (NYSE: SWY) price position are overblown and that earnings risk is limited. The firm upgraded shares to Outperform from Neutral and raised the target price to $25 from $22.
• Oppenheimer upgraded Canadian Solar (NASDAQ: CSIQ) to Outperform from Perform as it believes the story is underappreciated following the recent sector rally. The firm has a $14 price target on the stock.
• CME Group (NASDAQ: CME) was upgraded to buy from Neutral at Goldman.
• Freeport McMoRan (NYSE: FCX) was upgraded to Overweight from Neutral at JP Morgan.
• Gilead Sciences (NASDAQ: GILD) was upgraded to Buy from Neutral at FTN Equity.

Last week we got a good look at how the apparel retailers have been doing when JCPenney Inc. (NYSE: JCP), Kohl's Corp. (NYSE: KSS), Nordstrom Inc. (NYSE: JWN), and Urban Outfitters Inc. (NASDAQ: URBN) all reported better-than-expected earnings for the most recent quarter. On the other hand, Abercrombie & Fitch Co. (NYSE: ANF), Eddie Bauer Holdings Inc. (NASDAQ: EBHI), Liz Claiborne Inc. (NYSE: LIZ), and Macy's Inc. (NYSE: M) reported quarterly losses, reflecting the ongoing reluctance of consumers to spend.

Kohl's Corporation (NYSE: KSS) reported a not-so-impressive first quarter. It wasn't the worst I've ever seen, but I've seen better, certainly. Net sales were basically flat, and earnings per share dropped four pennies to $0.45.

Yes, that number did beat estimates by the proverbial penny, but the big problem I have with the quarter is the same-store sales performance. Kohl's saw a decline of 4.2% in comps. What does that mean? It means the retailer needs to do a lot of work in terms of attracting customers to its stores. Yes, the recession is a huge problem, and people are turned off by the idea of spending a lot of money on anything. Still, Kohl's must do a better job when it comes to getting people through its doors.

Revenues dipped 0.6%. The company earned $0.77 per diluted share. No, the bottom line didn't do great in terms of earnings growth. Last year at this time, Wal-Mart made $0.76 per diluted share. That extra penny does not connotate excitement, I can tell you that. But shareholders can comfort themselves by the fact that Wal-Mart came in at the high end of its own guidance. Wall Street analysts pretty much agreed that the business would make about that much.