Recognizing that many consumers are tightening their belts while still wanting to show their generosity this holiday season, JCPenney is centering its holiday campaign around the tagline: “It’s What They Thought That Counts.” In addition to gift assortments priced for virtually any budget, the department store, part of Catalyst Brands, also will feature deals and promotions including Black Friday Early Access on Nov. 8 and Daily Deals beginning Nov. 10.
“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 and gifts that get heartfelt reactions,” said Marisa Thalberg, EVP and Chief Customer & Marketing Officer at Catalyst Brands in a statement.
The “It’s What They Thought That Counts” campaign kicks off on Nov. 2 with a series of TV and social ads, highlighting different scenarios in which consumers can achieve that “you shouldn’t have” gifting moment while knowing how much it actually cost.
“‘It’s What They Thought That Counts’ captures the central truth about holiday gifting: we’re all really trying to achieve that ‘I can’t believe you did this’ reaction while only you (and JCPenney) know how much you actually spent,” said Thalberg. “We’re not just competing to be the loudest; we want our customers to feel a genuine connection with JCPenney, to be in on the secret, and proud when their gifts wow loved ones without breaking the bank.”
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These holiday efforts tie into the “Yes, JCPenney” campaign that the retailer is using to showcase its somewhat surprising and affordably priced new offerings. These include the new Ashley Graham apparel collection exclusively for plus-size women that was introduced earlier this month, which features prices starting at $40.
JCPenney also highlighted value when it contrasted the estimated $55 million that Jeff Bezos and Lauren Sanchez spent on their Venice, Italy wedding with one held in Venice, Calif. for just $10,000. The retailer footed the bill for the less expensive ceremony, including just $99 for the bride’s gown.
Fashion Collaboration with iHeart Radio Jingle Ball
JCPenney’s holiday campaign also includes the debut of a first-ever official iHeart Radio Jingle Ball fashion lineup, created with iHeart Radio’s holiday concert series. The 29-piece collection, available only at JCPenney online and in select stores for a limited time, includes sequined tops, faux leather skirts, fur jackets and other types of holiday “glam” at moderate price points.
Additionally, through December, JCPenney shoppers can participate in a “receipt-to-access” sweepstakes to score tickets to the iHeartRadio Z100 Jingle Ball in New York. Customers can upload a photo of their receipt to iHeartRAdio.com/JCPJingleBall for a chance to win exclusive access as well as prizes such as travel and JCPenney gift cards.
And JCPenney also is adding a twist to the traditional holiday photoshoot with a challenge. Each week from Nov. 3 to Nov. 28, customers are invited to share their favorite shots based on weekly themes, such as matching pajamas or retro poses, for a chance to win prizes including a free holiday family session with a digital photo album at JCPenney Portrait Studio or a $500 JCPenney gift card.
Multiple Savings Opportunities Throughout the Season
The retailer is bringing back its Black Friday Early Access promotion on Nov. 8, featuring an exclusive Golden Tote gift, which includes a Season of Savings coupon book offering eight weeks of savings, with the purchase of $25 or more.
Daily Deals begin Nov. 10, with JCPenney releasing a new set of offers, good for only 24 hours, from Monday through Thursday each week through Nov. 20. On Black Friday itself, in-store shoppers can win surprise offers at 5 a.m., 9 a.m., 1 p.m. and 5 p.m., including the opportunity to snag the JCPenney exclusive Snoopy Snow Globe for free.
