Celebrating Christmas Will Be More Fun, Festive and Affordable Than Ever with JCPenney’s Best Gift Assortment Yet

PLANO, Texas--(BUSINESS WIRE)--Nov. 4, 2009-- J. C. Penney Company, Inc. (NYSE: JCP) today announced the launch of its Christmas gift program, bringing the “Joy of Giving™” to life for its customers across America whether they shop JCPenney in store, on jcp.com or via catalog. The Company’s gift assortment this season reflects the enormous strides JCPenney has made to step up its style, while maintaining its signature quality and prices that make sense for today’s budgets.

“Consumers are focused on making smart spending decisions this season without sacrificing style or quality,” said Myron E. (Mike) Ullman, III, chairman and chief executive officer for JCPenney. “This plays right to our strengths as we have a meaningful gift assortment that will make it fun, festive and affordable to select gifts for family and friends. Bringing the ‘joy of giving’ to America’s families with our best gift assortment offered through aggressive promotions – and delivered with superior customer service and a convenient, easy shopping experience – solidifies JCPenney as the one-stop destination this Christmas."

JCPenney Helps America’s Families Give Joy This Season:

Along with the Company’s vast assortment of must-have brands and convenient gift card selection, JCPenney is once again taking its gift selection to a higher level with its “red box gifts™” collection. The assortment features unique items such as a roll-up drum set for $49.99 and a USB turntable for $89.99 which allows users to transfer their favorite vinyl albums to their PC. Kids and adults alike will love the nostalgic Lincoln Logs commemorative edition for $39.99, and the marshmallow launcher for $19.99 is sure to be a hit. New to the collection this year are a variety of stocking stuffers beginning at $4.99, along with a selection of delicious Godiva chocolates for $9.99.

JCPenney knows that more people will be entertaining at home this year, which is why customers can find a variety of entertaining and decorating items to assist them in creating a memorable Christmas experience at home. Merchandise includes such pieces as a cooks® triple-buffet server/warmer for $29.99, a 16-piece “Winterberry” dinnerware set for $69.99, a Mountain King® pre lit balsam fir tree beginning at $59.99 and personalized needlepoint stockings for $14.99.

JCPenney is also assisting customers to give and receive “joy” this season by making it easy for them to help those in need. Through a joint initiative with JCPenney, the Salvation Army Angel Giving Tree program will be available online (www.jcp.com/angel), allowing customers to purchase a needed gift for a child or senior citizen in their local communities directly from jcp.com. Customers can also share the holiday spirit this season by providing children in their local community with access to life-enriching afterschool programs through initiatives that benefit the JCPenney Afterschool Fund (www.jcpenneyafterschool.org) such as purchasing select merchandise – including educational toys such as Activity Fun Cases and Science Explorer kits – and participating in JCPenney’s Round-up program from December 4-13, when customers can “round up” their purchases to the nearest whole dollar and donate the difference to the Fund.

Special “red box gifts™” Associates, who were selected based on their excellence in customer service and executing the Company’s CustomerFIRST program, will also be on hand to help customers find the perfect gift. Additionally, with JCPenney’s multi-channel shopping options – stores (mall and off-mall), jcp.com and catalog – as well as its convenient services (portrait, salon, Santa and holiday gift registries, gift wrapping, monogramming, etc.), easy shipping and return options, extended store hours, and “Know Before You Go” features on jcp.com, Christmas shopping at JCPenney has never been easier.

JCPenney’s “Joy of Giving” Integrated Marketing Campaign:

This season’s marketing campaign focuses on the “Joy of Giving,” highlighting the joy of a traditional, at-home Christmas celebration. The campaign is anchored by a 30-second television spot – created by Saatchi & Saatchi – that launches on November 15. Titled “Through the Eyes of a Child” and featuring the song “You'll See" by Human (featuring Rosi Golan), the spot follows a little boy as he makes his way through a festive home filled with friends and family to deliver a special gift. The spot showcases JCPenney’s gift assortment, highlighting price points and brands. A Spanish version of the spot will also air on all major Spanish-language Hispanic market networks. In addition, an extended 60-second version of the spot will appear in movie theaters nationwide beginning November 20.

JCPenney’s marketing campaign will also celebrate the “Joy of Giving” through an enhanced, interactive jcp.com experience; a gifting application on the Company’s Facebook page (www.facebook.com/jcpenney); display ads on various consumer websites; a special mobile phone Wireless Application Protocol (WAP) site; and more. JCPenney will also launch a Christmas marketing campaign targeting the New York consumer specifically for its Manhattan store.

About JCPenney

JCPenney is one of America's leading retailers, operating 1,109 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation's largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a smart price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $18.5 billion in 2008 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's approximately 150,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.

Source: J. C. Penney Company, Inc.

JCPenney Corporate Communications
(business and trade media relations):
Jayme Cudworth or Kate Coultas, 972-431-3400
jcpcorpcomm@jcpenney.com
or
JCPenney Brand Publicity
(lifestyle media relations):
Merianne Roth, 972-431-2317
mroth4@jcpenney.com