A Bold and Brilliant Move

31 Jan

All hail JC Penney! The large retailer announced that as of tomorrow it will be “permanently marking down all of its merchandise by at least 40 percent so shoppers will no longer have to wait for a sale to get the lowest prices in its stores.” This is what the AP reported on January 25. Well, I say, good for them!

Whether you like JC Penney or think they stink, you must appreciate this bold marketing move.

Since the economy tanked a few years ago, retailers have conditioned us into coupon shopping and waiting for “the big one!” (yeah, you, Younkers and Nebraska Furniture Mart). I’m sick of it!

I went shopping this past weekend for my daughter’s seventh birthday and was irritated that I didn’t have an Old Navy or Gap coupon stashed away in my purse. Should I wait for the mail to come to see if Gap was going to send something? Should I see if I can print something off online? I know they don’t mean to charge $36 for a pair of little girls’ 6x jeans. They’re the Gap. They have marked them up knowing that most shoppers will wait for the sale or use a coupon.

If you think you haven’t been affected, think about the last time you bought something at Bed, Bath & Beyond without one of its “never expiring” coupons. Don’t you feel like a mouse in a maze?

I hope this move saves JC Penney. I really do. For the record, I like them. They have some great Pottery Barn-esque home items specifically in their lighting department, and my favorite (ok, only) skinny jeans are from there. JC Penney is a classic that has been around a long time.

I mean think about it . . . can’t you recall poring over the big ol’ catalog in the 1970s, dog-earring your Christmas gifts, or looking at the Men’s underwear pages and giggling? I can.

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