Having already registered two straight months of better-than-expected sales, U.S. retailers’ October results may top the mark again and lead some to raise their profit outlooks heading into the industry’s crucial holiday period, analysts said.

To boost its lagging market share and declining sales, No. 1 U.S. clothing chain Gap Inc. will return its namesake brand to television advertising in November after a two-year absence, one of a number of initiatives it’s presenting to analysts and investors on Thursday.

Bolstered in part by back to school and Labor Day falling later on the calendar this year, retailers’ September sales may yield a positive surprise as the industry’s crucial holiday selling period draws into view.

Retail stocks hover at the flatline in morning activity, but Tiffany & Co. and J. Crew Group Inc. gain after they each report quarterly results that exceed Wall Street expectations by a wide margin.

Among the stock expected to see active trading Thursday are those of American Eagle, J. Crew, Novell and Toll Brothers.

NOTE TO EDITORS: The Following Is an Investment Opinion Being Issued by RothmanResearch.com.

NOTE TO EDITORS: The Following Is an Investment Opinion Being Issued by WallStSense.com