Consumers Focus On 'Cozy Comfort' For The Holidays
Consumers are still investing in areas that create a warm, fuzzy feeling, and are finding creative solutions to make sure the holiday season stays magical, despite feeling the pressure to make their dollar stretch further this holiday season.
Those are the findings from JCPenney’s inaugural Make It Count holiday report, which includes the results from a survey of more than 2,000 adults in the U.S. aged 18 and older. The report reveals the seasonal plans, spending expectations, and value-seeking efforts of shoppers.
“As families gather and find joy in festivities and giving, JCPenney is helping them make every moment count without having to choose between style, quality and value,” said Katie Mullen, chief customer officer for JCPenney. “This time of year, though joyful, can also be financially challenging for many. We’re here to offer beloved brands, iconic deals, a rewarding shopping experience and in-store services that make the season merry and bright without breaking the bank.”
JCPenney's Holiday Promotional Schedule
- Black Friday Early Access (Nov. 3-5)
- Ready, Set, Holidays, Prep! (Nov. 6-16)
- Black Friday (Nov. 24)
- Friends & Family sale (Nov. 29-Dec. 3)
- Mystery Sale (Dec. 7-14)
- Super Saturday (Dec. 15-17)
Consumer Insights
With slightly more than half of consumers (51%) feeling stressed about finding the right gifts, shoppers are prioritizing practical presents that recipients can frequently use (55%), and said they would like to receive the same.
To help customers find what they want and need for the holidays at an affordable price, JCPenney said it examined hundreds of its most popular items and committed to holding most of them to the same price as last year – or even lower. In fact, a broad selection of gifting favorites across major categories will remain flat to match their 2019 pre-inflation prices. This includes more than 1,000 gifts priced $15 or less.
Beginning Friday, November 3, shoppers for three consecutive days will have early access to Black Friday deals. On November 24 — the actual Black Friday — JCPenney stores will open at 5 a.m. and bonus savings and giveaways will be offered at 5 a.m., 9 a.m., 1 p.m. and 5 p.m. (local time).
Holiday Inspirations
JCPenney’s holiday report also revealed that while shoppers are focused on rising costs, they are not skimping on entertaining at home. In fact, they’re less likely to cut back on hosting-related spending than spending on gifts or style, with more than half (52%) planning to spend more than $300 on holiday hosting.
The department store retailer will debut its “Penney Prepper Challenge,” encouraging consumers to see who can make all their holiday hosting duties count by entertaining for $300 or less. Social users can vote on the top #PenneyPrepperChallenge hosting displays and find inspiration to take on the challenge in their own home.
Additionally, Tia Mowry, actress and creator of festive at-home recipes, will also share her hosting takes and favorite picks for the Challenge, including tablescape décor, festive statement pieces and small appliances to make holiday recipes come to life.
“I’m excited to partner with JCPenney this season to inspire and encourage others who are hosting for the holidays,” Mowry said. “I’m a prepper at heart, and sometimes that means getting every detail done early for the time of year I love the most.”
For those entertaining at home, 52% of respondents to the JCPenney survey said their go-to style is comfortable casual. To meet this need, the retailer continues to expand its apparel assortment with notable additions such as the proprietary J.Ferrar x Jason Bolden and Worthington x Jason Bolden collections.
In beauty, the department store’s 608 JCPenney Beauty locations will allow shoppers to get their glam on with a $10 lash application with the purchase of lashes in store and new one-on-one, complimentary consultations with JCPenney Beauty advisors.
For one day only on Nov. 4 from 1 p.m. to 5 p.m., all JCPenney Beauty locations will host a “Dare to Wear Red” event with experts on hand to help customers find the red lip shade that makes them feel bold and confident. Plus, shoppers can find top beauty gifts and fragrance sets for everyone on their list.
