Dive Brief:
- Alongside other retailers stepping up their in-store and online holiday offerings, J.C. Penney has launched various perks and early deals for holiday shoppers, the retailer announced on Thursday.
- J.C. Penney is offering early Black Friday deals every week in November online and in stores. The retailer is also offering customers thousands of Black Friday deals on Nov. 1 for one day only, according to the announcement.
- The retailer has also tapped the Backstreet Boys to host its JCP Live Holiday Spectacular event on Facebook Live on Dec. 1. During the event, the Backstreet Boys will premiere their debut single, “Christmas in New York,” from their first Christmas album, “A Very Backstreet Christmas,” which was released on Friday.
Dive Insight:
J.C. Penney isn’t extending its holiday deals as early as other retailers, but the company wants to attract shoppers seeking early holiday savings. Target kicked off its holiday deals in October, several weeks before it did so the previous year. Amazon also unveiled early holiday discounts to Prime members on Oct. 11–12.
Consumers are taking advantage of early holiday deals in part to stretch their budgets amid inflation concerns. In a recent report, Adobe predicted that retailers would begin offering discounts as early as the second week of October, possibly offering markdowns as high as 15% off.
J.C. Penney is extending store hours throughout the holiday season to let customers shop in-store or buy online and pick up in store. Stores will open at 5 a.m. on Black Friday, and shoppers who arrive early will receive special in-store coupons at the door that they can use in addition to the Black Friday discounts.
“J.C. Penney is here to make our customers’ lives easier and better with our strongest values ever,” John Aylward, chief marketing officer, said in a statement. “Whether you prefer shopping online or in-store, we’ve got your holiday. We’re bringing back many of the deals families love at pre-inflation prices and adding even more reasons to celebrate with our ‘We Got Your Cart Sweepstakes,’ the world premiere of the music video for the Backstreet Boys’ “Christmas In New York” from their new Christmas album and more.”
Like other major retailers, J.C. Penney is also hiring more workers ahead of the holidays. In a separate announcement, the company said it is hiring 22,000 seasonal associates. The retailer didn’t disclose exactly how much hourly associates would be paid, but it said they would receive “premium pay” during peak holiday weekends and Black Friday as well as other incentives like employee discounts of up to 25% off, child care services via WeeCare and career advancement opportunities after the holiday season ends. Amazon, Target, Dick’s Sporting Goods, Michaels and other major retailers are also hiring more workers to prepare for the upcoming holiday season.
