JCPenney’s pre-inflation prices brought in record traffic for the holidays

This holiday season, price increases have been the thorn in the side of many shoppers. JCPenney’s approach to the holiday shopping season is simple: pre-inflation prices.

That’s the pitch the company is using in its holiday marketing. It’s not only promising consumers that it will not increase prices this year, but it’s also offering the same prices that it offered two years before the pandemic.

“Our customer is definitely impacted by inflation. Everyone is,” said Michelle Wlazlo, chief merchandising officer at JCPenney. Currently, JCPenney is primarily targeting “working families” and lower-income customers, she said. “We kept our prices flat because we know our customer is having to make tradeoffs right now.”

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