Fewer Discounts, Fewer Customers

Coupons long ruled J.C. Penney with 99% of purchases being discounted

Red tags indicate new, everyday low prices.

Now coupons are history, and every item is priced in one of three categories.

Monthly specials get a different tag. (It’s green in June.)

Blue tags are the best and final price, marked down two Fridays each month.

Confused? So are customers. Even though an analyst’s survey found Penney’s new prices are lower than those of key rivals, first quarter sales at established stores have dropped ↓ 19%


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