Retailers are reporting some encouraging trends from October as they head into the holiday shopping season.

Sales during the month, traditionally a time of fall clearance, were better than expected for many retailers, according to analysts' estimates. Although October sales patterns typically don't predict holiday sales trends, retail executives point to signs of pent-up demand and a gradual return of shoppers.

"There's generally momentum in the business," said Leslie Wexner, chief executive of Limited Brands Inc., which operates Victoria's Secret and Bath & Body Works. Mr. Wexner, speaking to Wall Street analysts last week, said he has seen an overall ...