J.C. Penney's 2023 Holiday Marketing Playbook: A Season of Savings and Community
On October 25, 2023, J.C. Penney, the iconic American retailer, unveiled its holiday marketing strategy, offering a glimpse into its plans to make the upcoming holiday season memorable for shoppers. The company, which markets itself as JCPenney, introduced a host of initiatives designed to provide value, foster a sense of community, and make every hard-earned dollar count. This article takes you through J.C. Penney's holiday marketing playbook and its commitment to accessibility, loyalty, and positive change.
Repositioning and "Make It Count" Campaign: J.C. Penney's 2023 holiday strategy builds on its recent repositioning efforts, focusing on working families and helping consumers stretch their budgets further. Central to this repositioning is the "Make It Count" ad campaign, which emphasizes accessibility, loyalty, and promoting positive change. This campaign underlines the retailer's commitment to making fashion accessible, creating rewarding shopping experiences, supporting communities, and doing for others what we desire for ourselves.
"Make Your Holidays Count" Video Ads: To convey its message, J.C. Penney released a 60-second video ad titled "Make Your Holidays Count." This ad highlights the retailer's 120-plus years of experience as a family-focused brand, with a diverse cast emphasizing the significance of making each gift special and ensuring every hard-earned dollar counts. Additionally, the campaign includes 30-second and 15-second spots for Thanksgiving and Christmas, resonating with the spirit of the holidays.
"Make it Count" Holiday Report: J.C. Penney's holiday strategy is informed by its inaugural "Make it Count" Holiday Report, a survey analyzing U.S. consumer spending expectations. The report reveals that while consumers still wish to spend on creating memorable moments, they feel the pressure to make their dollars go further.
The "Penney Prepper Challenge": To promote savings and provide an interactive element to the holiday season, J.C. Penney is introducing the "Penney Prepper Challenge" in November. This challenge encourages consumers to entertain guests for $300 or less, showcasing their holiday hosting abilities. The best displays can be voted on through social media using the #PenneyPrepperChallenge hashtag. Actor Tia Mowry, known for her festive at-home recipes, will also share her hosting expertise and favorite picks from the challenge.
Support from Content Creators: J.C. Penney recognizes the importance of home-centric celebrations and anticipates a strong demand for home-related products. In addition to Tia Mowry, a cast of paid content creators will support the retailer's social media blitz, making it more engaging for consumers.
Black Friday and Early Access: J.C. Penney's holiday strategy extends beyond the typical Black Friday shopping period. They have announced the Black Friday Early Access sale from November 3 to 5, offering consumers the opportunity to secure deals early. The retailer also plans to keep most popular holiday items at the same price as last year or lower, with some products priced at pre-inflation levels from 2019.
Enhancing the Shopping Experience: J.C. Penney recognizes the stress consumers face when finding the right gifts and their preference for practical, frequently-used gifts. The retailer is committed to making Black Friday-level pricing available throughout the holiday season, ensuring that customers can shop when they want without compromising on pricing. For rewards members, exclusive offers and perks will be provided, enhancing the loyalty program's importance in J.C. Penney's turnaround plan.
J.C. Penney's 2023 holiday marketing playbook reflects its commitment to accessible, value-driven shopping experiences, community engagement, and customer loyalty. As the retailer emerges from a challenging period, it aims to provide customers with an enhanced shopping journey, more affordable options, and a wide range of appealing products to make the upcoming holiday season truly special. J.C. Penney's dedication to making every dollar count and creating memorable moments for families is at the heart of its holiday strategy.