Better Buy: J.C. Penney Company, Inc. vs. Macy's

The retail industry is an increasingly dangerous place in which to invest. Changing consumer shopping habits are decimating once-venerable businesses, and new upstarts are emerging to replace the old guard.

Yet in this dynamic arena, opportunities exist for intrepid investors -- if you know where to look. With this in mind, let's evaluate J.C. Penney (NYSE: JCP) and Macy's (NYSE: M) to see which is the stronger investment opportunity today.

As e-commerce continues to disrupt a large swath of the traditional retail industry, only the strongest retailers are likely to survive over the long term. Financial fortitude is therefore of the utmost importance. Let's take a look at how J.C. Penney and Macy's stack up in this regard:

Source: Fool.com