Everyone Deserves a Better Deal. At JCPenney, They Get One. Period.

JCPenney Breaks Retail’s Fourth Wall this Holiday Season; Puts Virtually the Entire Store on Sale with 1000s of Deals $20 or Less and a Price Lock Guarantee Where It Matters Most

PLANO, Texas--(BUSINESS WIRE)--Better deals on better stuff. It sounds simple, because it should be. But somewhere along the way, holiday shopping became a maze of choices, unclear discounts disguised as deals, confusing fine print, and let's be honest – a lot of deals on gifts that might leave recipients saying... “no, you really shouldn’t have.”

JCPenney is doing something most retailers won’t do: revealing its holiday playbook and guiding consumers through the season with exactly what to buy and when to buy it so they can feel more confident saying, ‘yes.’ We’re revealing our guide to Better Deals: JCPenney's no-fuss, no-bot-required way to get better deals on better merch - so you can spend more on what actually matters.

It all starts with a bold promise:

97% of JCPenney in-store is on sale.

Yes, really! During JCPenney’s Biggest Sale of the Season, Nov. 5-11, shoppers can be confident every in-store purchase is a great deal, plus score a signature Golden Tote with any $25+ purchase. Occurring right at the front of the season, JCPenney wanted to make sure anyone – no matter where they are in their decision-making process – can be confident in finding a better deal.

Next, JCPenney is handing consumers the keys to the seasonal savings calendar:

1. Really Big Deals: On select Thursdays, we’re dropping the steepest savings on seasonal musts (and a few shiny treasures, too) based on peak consumer demand for top categories. To unlock such a big discount, each deal is limited to one weekend only – available in-store and online – Nov. 6-9, Nov. 13-15, and Dec. 11-13. Last year, consumers snagged up one million towels in a single weekend!
2. 1000s of Deals $20 or Less, Nov. 12 through Dec. 25: Shoppers can find some of the hottest items of the season for unbelievable prices. We’re talking women’s sweaters, beauty gift sets, velvet throws, candles and more, all $20 or less.
3. Holiday Daily Deals, Nov. 16-19: We’re making it even easier to plan shopping schedules with themed discounts. On Nov. 16, “Get Cozy” with sleepwear, pajama sets, slippers and socks; Nov. 17, “Bundle Up” with outerwear for the family, fleece and flannels; Nov. 18, elevate “Holiday Hosting” with kitchen and bath essentials; And Nov. 19, “Sparkly & Shine” with savings on jewelry and dressy apparel for men and women.
4. Black Friday Deals, Nov. 20-29: That’s right; JCPenney will be offering Black Friday prices for 10 days, alongside the return of “5, 9, 1, 5” surprise giveaways in stores at 5 a.m., 9 a.m., 1 p.m. and 5 p.m. on Nov. 27.
5. Price Lock, Dec. 1-25: We’re even locking-in low prices on the must-haves for the season, from getting cozy and hosting at home to gifting everyone on your list.
6. Holiday Deals Week: And don’t worry, every Monday throughout the season we’ll post a cheat sheet to the best products and deals to shop that week.

Loyalty pays, too: Rewards Access members can earn $10 back when they spend $50, up to four times, for use at JCPenney or Aéropostale. Yes, JCPenney!

As America’s Favorite Department Store, JCPenney has always been the place families trust for quality and value. In fact, 92%* of budget conscious shoppers say they are confident, “I got a good deal” at JCPenney, while only 32% of consumers cite completely or mostly trusting retailers to offer a fair or competitive price.

For those who need more convincing, just ask the people of Crown Point, Indiana. Local barber, Raemonie, scored three full holiday looks for just $168...and the chance to really feel seen. Literally. Watch Raemonie and more real families' holiday stories unfold in JCPenney’s nationwide TV campaign throughout the season and discover what a better deal can lead to.

“We know who our customers are and care about them celebrating more, so we’re showing them exactly how to navigate JCPenney the entire holiday season,” said Marisa Thalberg, EVP & Chief Customer and Marketing Officer at Catalyst Brands. “There was no better way to prove that than by going into a real town and showing what happens when everyone can save more on things they love, and give more, too. Seeing those real moments of ‘yes’ play out across TV screens, communities, and in-aisle in our stores across the country is what makes the holidays a special time for us at JCPenney.”

More Yes, Better Gifts

So... how good is good, when it comes to JCPenney’s holiday merchandise?

Shoppers can say “yes” to closet staple and holiday-festive fashion for the whole family – from trusted brands like Liz Claiborne, Worthington, a.n.a., Levi’s, adidas and Nike, plus Citizen and Bulova watches for under $200 and diamond tennis bracelets for under $100. The highly collectible iHeartRadio Jingle Ball collection also features must-have fits for any seasonal occasion. JCPenney Beauty gifts span more than 250 brands, from COSRX Sets to exclusives like MESSI Night Eau De Parfum. Kitchen gadgets in exclusive colorways, Ninja coffee makers and candles cover cozy nights in, while our array of board games offers dozens of choices for the game-night regular.

Memory-Making Experiences in Every Aisle

One of the best parts about shopping at JCPenney is that every trip has the potential to turn into a holiday experience.

Step off Platform 9 ¾ and celebrate the magical world of Harry Potter™ at JCPenney. Through a partnership with Warner Bros. Global Consumer Products, families can enjoy an experience like never before, from a literal Hogwarts Express train in select stores and interactive activities at the JCPenney Harry Potter Pop Up event. Plus, fans can shop the limited-time Harry Potter capsule featuring exclusive cozy sweaters, tees, caps, slippers, totes, and enchanting kitchenware like a stirring popcorn maker and mug warmer set, alongside Harry Potter themed matching pajamas, pendent necklaces, rings, bracelets, keychains, toys and much more – meaning you can find the perfect gift, no matter their Hogwarts house.

And to make Black Friday even more magical, a select number of fans that enter JCPenney at opening will receive a limited edition, mini JCPenney Hogwarts Express snow globe FREE – full-size versions of the snow globe will be available to purchase.

The magic doesn’t stop there. Shoppers can visit the JCPenney Photo Studio for everyone’s favorite holiday tradition: festive family portraits (furry friends included), or head to the JCPenney Salon for a fresh cut ahead of holiday parties.

To learn more about how JCPenney is delivering “yes” this holiday season, visit www.jcpenney.com or your local JCPenney. JCPenney stores will be closed on Thanksgiving Day and Christmas Day. The retailer will offer extended shopping hours throughout the season, including opening at 5 a.m. local time on Black Friday and 9 a.m. local time on Christmas Eve.

*An online survey of 1,235 U.S. consumers who shop at JCPenney or off-price retailers, ages 25–74, between August 3 and August 10, 2026.

About JCPenney

JCPenney, part of Catalyst Brands, is the shopping destination for America’s diverse, working families. With inclusivity at its core, the Company’s product assortment meets customers’ everyday needs and helps them commemorate every special occasion with style, quality and value. JCPenney offers a broad portfolio of fashion, apparel, home, beauty and jewelry from national and private brands and provides personal services including salon, portrait and optical. The Company and its 50,000 associates worldwide serve customers where, when and how they want to shop – from jcp.com to nearly 650 stores in the U.S. and Puerto Rico.

In 2022, JCPenney celebrated 120 years as an iconic American brand by continuing its legacy of connecting with customers through shopping and community engagement. Please visit JCPenney’s Newsroom to learn more and follow JCPenney on Facebook, Instagram, and Twitter.