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Black Friday’s 3 Retail Winners (Not Apple): Pro

Three retail companies are poised to cash in big on Black Friday, J Rogers Kniffen CEO Jan Kniffen said Wednesday on CNBC.

"I think Macy's is going to be on top because they best in class," he said. "I think they are running a department store as well as anybody has run one right at the moment."

On "Fast Money," he said that Wal-Mart would also do well.

"I like the sales they have done," Kniffen said, pointing to the company's strong third quarter.

As his third pick, Kniffen went with the A's (none of which was Apple ).

"I also like Aeropostale, " he said. "I like American Eagle because they look great. ANF gets the who-knew-they-were-going-to-go-to-real-fashion? So, all three of them could do well."

Pressed to pick the top of those three names, Kniffen preferred Aeropostale, even though American Eagle appeared to be the better stock.

Outside of the apparel space, he also touted Best Buy and JCPenney .

Best Buy, he liked, "because I think there is a possibility of a buyout and turnaround. I like the new management and they are pretty beat up, as well."

(Read More: Shopping for Bargains? Try These Stocks: Pros)

On JCP, he thought it could turn positive comps by the third quarter of 2013.

Apparel — and not electronics — would be the big winner this season, Kniffen said.

"If you are just looking at Christmas and the holiday, we are going to see better sales in apparel than we've seen in a long time," he said. "The Mini iPad is half the size, 60 percent of the functionality and all the price of an iPad. There is really nothing out there."

Trader disclosure: On Nov. 21, 2012, the following stocks and commodities mentioned or intended to be mentioned on CNBC's "Fast Money" were owned by the "Fast Money" traders: Steve Grasso is long AET; Steve Grasso is long ASTM; Steve Grasso is long AUO; Steve Grasso is long CLF; Steve Grasso is long F; Steve Grasso is long GOOG; Steve Grasso is long LF; Steve Grasso is long LNG; Steve Grasso is long MHY; Steve Grasso is long NVIV; Steve Grasso is long P; Steve Grasso is long S; Steve Grasso is long WYNN; Steve Grasso is long GDX; Brian Kelly is long QQQ; Brian Kelly is long XLK; Brian Kelly is long BOIL; Brian Kelly is long NAT GAS; Brian Kelly is long JJG; Brian Kelly is long GLD; Brian Kelly is long SLV; Tim Seymour is long AAPL; Tim Seymour is long BAC; Tim Seymour is long SBUX; Tim Seymour is long RIO; Guy Adami is long C; Guy Adami is long GS; Guy Adami is long INTC; Guy Adami is long AGU; Guy Adami is long MSFT; Guy Adami is long NUE; Guy Adami is long BTU.

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