For some retailers, the holiday shopping season did not pay off as they hoped. When the final tallies get reported, many struggling brands will have to admit that Christmas did not cure their ills. This was a year when the rich in retail got richer, and the poor took another big step toward bankruptcy. As an investor, you’ll want to put your money into a retailer that had a strong holiday season, but hasn’t said much about it. That’s not Amazon — the online giant may have been retail’s biggest winner, but it did not keep quiet about those gains. There’s nothing wrong with bragging about success, but it generally means that any uptick in stock price happens well before the actual numbers come out.