For back-to-school 2023, JCPenney fielded a study of parents, and 91% said price and value are leading considerations for the seasonal purchasing period.
A second study identified home trends young people are embracing, the company indicated.
To help parents, on Saturday, July 22, any JCPenney Rewards member can claim a coupon for $24.99 off $25, which translates into getting a $25 item for a penny, the company emphasized.
Still, the spending is a complex consideration: 97% of parents said they want their children to feel confident as they return to school this year, and 85% maintained they are trying to be careful with their spending due to inflation.
Also for the selling season, teachers get an additional 10% off when shopping in-store, now through August 13, JCPenney pointed out. Kids get a $12 haircut or $12 off a hairstyle through September 23. Not only that, but children get one pair of glasses for $39.99 or two pairs for $69.99 through September 14.
As for fashion, 61% of parents describe their child’s back-to-school style as “comfortable,” JCPenney noted, adding that solid colors are dominating the styles parents are likely to purchase for their children this year, the style choice cited by 67% of survey respondents. When it comes to labels, 60% say brand names are most important to their child when buying back-to-school clothes, shoes and accessories.
In a JCPenney survey of college students in the United States, respondents expressed some preference for solid color decor, at 50%, but also under consideration were flower patterns, for 39%, fruit patterns, for 22%, and butterfly patterns for 22%. In decorating, 68% of respondents said it’s important for a dorm or an apartment to represent their particular personality. JCPenney’s Shop & Hold feature allows consumers, with college students as a target, to reserve items at the store most convenient to campuses until September 9.
Advertising to support back-to-school sales includes a reimagined “We Are Family” soundtrack spotlighting real teachers and students showing off the latest JCPenney styles.
Another ad spot features The Wells Band & Friends from southern California providing their spin on the “We Are Family” number.
To demonstrate its commitment to diverse families and accessible education, the retailer, in partnership with the JCPenney Communities Foundation, has announced a $300,000 donation to support The Walking Classroom, a program of Alliance for a Healthier Generation to help students make strides in education and wellness.
“This season, we’re ensuring we provide families not only with the core items they need this school year but also the trends and styles they want,” said JCPenney chief merchandising officer Michelle Wlazlo in announcing the back-to-school initiatives. “We’re excited to offer both in a range of sizes and fits, and all at an accessible price, so everyone can take a moment to invest in themselves and feel confident as they step into a new school year.”
