# JCPenney Combats Holiday Deal Fatigue With Real-Customer Focused Campaign The retailer prioritizes authentic storytelling and simplified savings to address consumer skepticism during holidays. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-11-02 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/50216920-0aa3-4622-85f3-577e7a8ea586 ## Addressing Consumer Deal Fatigue JCPenney is launching a holiday campaign designed to combat widespread deal fatigue among shoppers. By focusing on no-fuss savings, the retailer aims to cut through the noise of constant promotional messaging. Marisa Thalberg, chief customer and marketing officer, emphasizes that the strategy prioritizes transparency to help consumers navigate economic uncertainty effectively. ## Authenticity in Creative Strategy The campaign features real JCPenney shoppers rather than actors to build genuine trust. A notable 15-second spot, Party Fits, highlights a local barber from Crown Point, Indiana, showcasing affordable holiday outfits. This approach builds on the Yes, JCPenney platform launched in 2025, following a similar strategy used during their recent back-to-school efforts. ## Navigating Promotional Complexity To simplify the shopping experience, JCPenney will release a weekly deals cheat sheet every Monday. The retailer is also bringing back its Really Big Deals promotions, running every Thursday through December 13. These tools are intended to help customers identify top savings opportunities without feeling overwhelmed by the sheer volume of offers. ## Strategic In-Store Activations JCPenney is driving foot traffic through unique partnerships, including a collaboration with Warner Bros. Global Consumer Products for Harry Potter-themed pop-up events. Select stores will feature a version of the Hogwarts Express train and a limited-time capsule collection. These physical activations aim to create memorable experiences that differentiate the brand from competitors. ## Data-Driven Consumer Trust While only 32% of shoppers trust retailers to offer fair pricing, JCPenney reports that 92% of its own customers feel confident in their deals. The retailer is backing this sentiment with aggressive sales, including 97% of in-store items being discounted from November 5-11 and dedicated Black Friday events throughout late November. ## Economic Context and Spending Consumers are expected to spend an average of $1,654 this holiday season, marking a 4% increase over the previous year. Despite anticipating higher prices, 38% of shoppers plan to adopt multiple money-saving strategies. JCPenney positions itself as the empathetic choice for middle-class American families trying to balance fashion needs with budget constraints. ## Financial Performance Challenges The holiday season is critical for JCPenney following a challenging second quarter where total net sales fell over 8% year over year to $1.3 billion. This performance lagged behind department store peers like Kohl’s and Macy’s. The retailer is using this campaign to stabilize its market position and reinforce its value proposition. ## Long-Term Brand Positioning JCPenney continues to leverage its reputation for affordability through creative marketing, such as its recent runway show parodying haute couture. By consistently highlighting that quality and low prices are not mutually exclusive, the brand seeks to maintain loyalty. This holiday push is a strategic attempt to convert skeptical shoppers into long-term customers. ## Sources covering this story - https://www.marketingdive.com/news/why-jcpenney-is-taking-on-deal-fatigue-for-its-holiday-campaign/873354/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._