Discounting played a significant role in driving sales, which is not surprising given that the month is one that is typically used by retailers move out fall merchandise ahead of the holidays.

"If there is any observation here it's that consumers have entrenched the 'buy now, wear now' mindset on discretionary purchases, said Brian Sozzi, an analyst at Wall Street Strategies. "Within that, the 'buy now, wear now' product better be the snazziest looking in the mall or offered at 30 percent off, or the retailer runs the risk of losing a ticket."

Some of the retailers that fared the best are the same ones that have showed momentum and solid sales gains in prior months, and these companies boosted their earnings forecasts for the fiscal third-quarter.

Teen retailer Zumiez said its same-store sales rose 21.5 percent in October, far above the 7.8 percent analyst estimate reported by Thomson Reuters.