Macy's is luring online shoppers and its stock is winning Black Friday (M, AMZN)

Thomson Reuters

• Macy's stock rose 4% to $21.45 on Black Friday, outperforming other large retailers.

• CEO Jeff Gennette said on CNBC the company had "very robust online demand" on Black Friday this year.

• Gennette said the company is doing better this year than last year but has a lot of work to do if it wants to post a good holiday quarter.

• The stock is struggling amidst an ongoing retail apocalypse and is down 39.01% this year.

• "We have got to earn our dollar every day," Gennette told CNBC.

• See how the other retailers are doing on Friday.

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