I get so much grief every time I recommend a retail stock or consumer company. People have a hard time seeing the opportunity while the economy still is trying to build a recovery — but the profits don’t lie.

The fact is strong brand recognition and very loyal customers continue to boost the sales at a number of specialty retailers with great products and a targeted audience. Focusing on auto parts, for instance, as consumers drive their older cars more is a very logical investment. Focusing on discounters amid weak spending is also wise.

Here are seven retail and consumer stocks doing it right right now:

Costco Wholesale Inc. (NASDAQ:COST) is basically a cult for thrifty shoppers that like luxury goods (electronics, food, etc.) at bargain prices. With retail sales picking up, I expect the company will sell more high-end products that will pad its operating margins. For example, at my last visit to Costco, there were many filet mignon roasts available at approximately $90 apiece for holiday meals, as well as lobster tails and other expensive food items. And, Costco will get a new CEO with Craig Jelinek taking the reins from Jim Sinegal. I don’t see any potential problems with the transition or the future prospects of COST shares.

Dollar Tree Inc. (NASDAQ:DLTR) grew revenues and earnings steadily throughout the recession and, despite the economic recovery, it still is reporting record sales and earnings. The reason is that record-high food and gasoline prices have caused consumers to retrench — even from discount giant Wal-Mart (NYSE:WMT) — and they are finding values in familiar places like Dollar Tree. Going forward, the company has radical plans to add frozen-food sections and has begun accepting food stamps. While there is no doubt that we are experiencing an economic recovery, Dollar Tree remains a go-to retailer for cost-conscious shoppers, and will be in the years ahead.

Limited Brands Inc. (NYSE:LTD) is a retail company that operates roughly 2,970 stores throughout North America under the Victoria’s Secret, Bath & Body Works and La Senza (Canada only) brand names. While some retailers have had it rough in the last few quarters, LTD is growing same-store sales. In the most recent quarter, LTD saw same-store sales rise 6% while big chain retailers like Gap Inc. (NYSE:GPS) saw sales drop 4%. Market outperformance is the name of the game for this company, and you should be confident owning LTD in 2012.

Lululemon Athletica Inc. (NASDAQ:LULU) is my play on yoga apparel. I know it doesn’t sound like much, but when retailers hit a nerve with shoppers, the profits can be stunning. With the rising popularity of the Lululemon brand, fundamentals have followed. Last quarter, the company posted a 39% increase in sales and a 74% increase in earnings. With New Year’s resolutions just around the corner, I bet we’re going to see market-trouncing numbers from the company in the quarters ahead as well.

O’Reilly Automotive Inc. (NASDAQ:ORLY) is benefiting from the fact that the average car is now more than 10 years old and needs lots of TLC. The company has more than 3,400 locations throughout 38 states as well as a lucrative online store. The company caters to both do-it-yourself customers and professional installers. Since the beginning of 2011, the company has opened 137 new stores, demonstrating that more consumers than ever want access to auto parts to maintain their current cars. For fiscal year 2011, O’Reilly raised its outlook for reported earnings, adjusted earnings and sales.

Priceline.com (NASDAQ:PCLN) is top dog among travel booking sites thanks to its unique business model that allows buyers to name their own price for airline tickets, rental cars and hotel rooms. The company is experiencing ballooning market share in Asia and Latin America; this year, analysts expect Asia bookings to grow by 150% and Latin American bookings to triple! Analysts predict 42% sales growth and 200% earnings growth — five times the industry average — from the travel site! All in all, I love Priceline.com’s exposure to global markets.

Ross Stores Inc. (NASDAQ:ROST) continues to benefit from value-focused customers and is succeeding in areas like Florida that were particularly hard-hit by the financial crisis. The company also just expanded its national footprint by opening 12 stores in the Chicago area, solidifying its spot as the nation’s largest off-price apparel and home fashion retailer. ROST is a terrific momentum play.