The JCPenney sale will allow customers to purchase a single item from the Arizona private brand for regular price and get another one for just one penny. The sale will last throughout the week until supplies last.
JCPenney is planning more One Penny sales for 2016. It said that some of them will allow customers to buy select items from private brands for a penny without having to make an additional purchase first.
JCPenney will be promoting its One Penny sales with its sales circulars, digital marketing and in 15-second ads that will be shown on TV. There will also be a social media campaign to promote the sales and the company will use the hashtag #SoWorthIt for it.
JCP shares were up 14% as of Noon Friday.
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