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Why J.C. Penney is taking on deal fatigue for its holiday campaign

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Why J.C. Penney is taking on deal fatigue for its holiday campaign

Marisa Thalberg, chief customer and marketing officer at parent Catalyst Brands, explains the retailer’s focus on real people and no-fuss ways to save.

J.C. Penney is attempting to alleviate the deal fatigue felt by consumers headed into the holiday season with a new campaign focused on value and no-fuss ways to save, according to details shared with sister publication Marketing Dive.

The retailer’s holiday campaign launched Monday across TV, online video, audio and paid social and spotlights real deal-scoring J.C. Penney shoppers. The brand will also help consumers navigate the season with a weekly deals cheat sheet, in-store activations and the return of its “Really Big Deals” promotions.

A 15-second spot, titled “Party Fits,” is set in Crown Point, Indiana, and stars a local barber named Raemonie, who showcases three holiday looks that she purchased for a total of $168. In the ad, a voice-over says, “Meet Raemonie — she was worried about having enough outfits for all of her holiday parties. Now, thanks to J.C. Penney, she’s worried about having enough holiday parties for all her outfits.”

The campaign, which builds on a “Yes, J.C. Penney” brand platform launched in 2025, was created with agency Mischief and follows a back-to-school effort that tapped real teachers for the creative.

C. Penney,” said Marisa Thalberg, executive vice president and chief customer and marketing officer at parent Catalyst Brands.



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