JCPenney has a value-focused marketing message to consumers this holiday season: You don’t have to spend more to look like you did.
The company is emphasizing style and quality as it underscores the value message in addressing shoppers who are stretching budgets but still under pressure to “do it all” in the festive season, JCPenney noted. The company is doubling down on its holiday gifting lineup, launching an assortment that suits a wide range of tastes and budgets tied to the tagline, “It’s What They Thought That Counts.”
JCPenney reported it is approaching the holidays riding on solid traffic trends that have grown throughout the year, in-store and online. Customer trip frequency has increased each month for 15 consecutive months, the company asserted, with JCPenney Beauty achieving double-digit growth this year and the Home and Fine Jewelry departments also generating strong results.
As for holiday deals on the way, JCPenney indicated:
- Black Friday Early Access. Returning November 8, the kickoff promotion will feature an exclusive Golden Tote gift with the purchase of $25 or more, with the bag containing a Season of Savings coupon book providing eight weeks of savings.
- Daily Deals. Beginning November 10 and running from Monday through Thursday each week until November 20, the limited-time offers will update daily.
- Black Friday. Thousands of deals will drop on the date and fan-favorite giveaways will return at 5 a.m., 9 a.m., 1 p.m. and 5 p.m., including the opportunity to snag the iconic JCPenney exclusive Snoopy Snow Globe for free.
In addition, JCPenney will roll out Really Big Deals each Thursday through Christmas Day.
The gifting lineup includes Martha Stewart’s new Holiday Entertaining product line and sleek appliances from Cuisinart and Ninja, JCPenney pointed out, as well as products from Champion, Levi’s, Nike, JS Jessica Simpson, Arizona, RM Rebecca Minkoff, Ashley Graham and Bob Mackie.
JCPenney has struck a deal with iHeart Radio that will include the introduction of a new apparel line and a sweepstakes. Through the month of December, consumers can participate in a ‘receipt-to-access’ promotion where they can win tickets to iHeartRadio Z100’s Jingle Ball in New York.
JCPenney’s ‘It’s What They Thought That Count” holiday campaign will emerge in a series of television and social media ads, which will begin airing on November 2 and highlight different scenarios in which consumers can achieve a “You shouldn’t have!” moment at little cost.
“If you’ve followed our journey, you’ll know that at the heart of our strategy, JCPenney is committed to democratizing great things: fashion for prices you can afford, gifts that get heartfelt reactions and now even unforgettable entertainment,” said Marisa Thalberg, executive vice president and chief customer and marketing officer at JCPenney parent Catalyst Brands. “Collaborating with iHeartRadio as the first-ever retail partner to create a fashion collection as a new way to engage fans is so special and just one of the ways we’re hoping to make sure the holiday experience can be memorable for all.”
Michelle Wlazlo, JCPenney brand CEO, noted, “This holiday season, we’re proving a simple idea on a big stage: it’s not about what you spend, but the care and effort you put into finding the perfect gift. With growing traffic, deeper loyalty engagement and a surge of enthusiasm from younger shoppers, our momentum is real. It’s what allows us to offer truly memorable gifts at an incredible value. Helping customers get that ‘You shouldn’t have!’ moment, without overspending, is exactly how shoppers win the holidays.”
