No-fail Black Friday stocks? Behind the trade – CNBC.com

While Coach was far and away the best performer in the study, two other names that aren’t the first that come to mind when thinking “Black Friday rush” also were also among the consistent winners: Lowe’s and Home Depot.

“You’ve got a ton of people about to travel to your house for the holidays so you need it to look good,” said Mike Murphy of hedge fund Rosecliff Capital, explaining the fundamental theme behind the home-improvement stocks’ consistent performance this time of year.

Lowe’s and Home Depot rose 75 percent of the time during the week of Black Friday and the week following, with an average return of more than 2 percent.

“If you’re not in the Southeast, you’re thinking winter,” said Pete Najarian, co-founder of online broker TradeMonster.com.

And if it seems like you always get stuck next to someone who’s drinking during Thanksgiving, it will come as no surprise that the other consistent winner in this study was Brown-Forman, the maker of such fine spirits as Jack Daniels and Finlandia.

Brown-Forman shares increased 80 percent of the time during the two weeks surrounding Black Friday, providing investors with an average return of almost 3 percent over that period.

Disclosure: NBC Universal is a minority investor in Kensho.

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No-fail Black Friday stocks? Behind the trade – CNBC.com