The holidays are in full swing, and for most of us, that means shopping lists, sales, and the thrill of hunting for the best deals. For retailers, it’s crunch time—the season where they either shine or scramble. And this year, JCPenney is shining brighter than ever.
Their “Really Big Deal Reveals” campaign isn’t some blind attempt at tossing discounts at customers. It’s a masterstroke in making shopping an event, one as fun as it is rewarding. With new surprises every week, big-name celebrities, and deals screaming for the customer not to miss out, JCPenney has found a way to make them not only gain new shoppers but also have them coming back for more.
So, how did they pull this off, and what can brands and entrepreneurs learn from it? It’s time to break it down.
Turning deals into an event
JCPenney could have simply rolled out their regular holiday ads. Instead, they opted to make things interesting. Every week, during Amazon’s “Thursday Night Football,” they introduce another deal that seems impossible to pass up.
It’s not just a sale, it’s an experience. It builds anticipation, is a special reveal, and creates customer excitement for the next big thing. The way the program is envisioned enables shoppers to experience some of the thrills of the hunt. By making its deals both time-sensitive and anchored with a high-profile event, JCPenney managed to stay top-of-mind all season.
What this means for your brand: Don’t just promote your products—turn the process into an event. Whether it’s limited-time offers, flash sales, or a series of surprises, give customers a reason to stay engaged.
Celebrity power done right
When it comes to grabbing attention, celebrities can do wonders—if they’re used the right way. JCPenney enlisted icons like Martha Stewart and Shaquille O’Neal to bring their campaign to life. But these stars aren’t just there for the sake of it; they fit the brand’s vibe perfectly.
Martha Stewart brings that touch of holiday magic and class, while Shaq adds humor and approachability. They have really combined to make it feel like a real campaign, and quite fun, for JCPenney. It is not all about their star power, but their personas matching with JCPenney’s aims.
What this means for your brand: If you’re working with influencers or celebrities, make sure they genuinely align with your brand’s values and audience. Their involvement should feel natural, not forced.
Creating urgency that works
One of the smartest moves JCPenney made was building urgency into their campaign. The deals are only available for a limited time, which makes shoppers feel like they have to act fast or miss out.
But here’s the kicker: the deals aren’t just good—they’re amazing. From $20 denim to $699 diamonds, JCPenney is delivering real value, not just hyped-up promotions. And it’s paying off. Customers are showing up, and even better, many are coming back for more.
What this means for your brand: Urgency can be a powerful tool, but it only works when paired with genuine value. Make sure your offers are worth the hype, and your customers will reward you with loyalty.
Mixing tradition with fresh ideas
JCPenney hasn’t forgotten its roots, either. Nostalgic touches like their beloved Snow Globe giveaway bring back warm memories for long-time customers. At the same time, new collaborations—like their exclusive Lionel Messi fragrance and Haribo clothing line—show they’re not afraid to try something different.
This blend of old and new is what makes the campaign stand out. They’re honoring their history while proving they’re still in touch with today’s trends.
What this means for your brand: Don’t be afraid to mix things up. Lean into what your customers already love about you, but find ways to keep things fresh and exciting.
The lessons JCPenney is teaching us
At its core, the “Really Big Deal Reveals” campaign is all about understanding customers. JCPenney didn’t just throw out random ads—they built a marketing strategy that taps into what people want: excitement, value, and a bit of fun.
Here’s what every entrepreneur and brand can learn from their approach:
- Make it interactive: Don’t just sell—create moments that get people involved and excited.
- Leverage your assets wisely: Whether it’s a partnership, influencer, or exclusive product, make sure it fits your brand and audience.
- Focus on real value: Great deals paired with great experiences keep customers coming back.
- Stay true to your brand while evolving: Nostalgia and innovation can work hand-in-hand when done right.
Turning shopping into an experience
JCPenney’s “Really Big Deal Reveals” campaign is the prototype of how to make buying a really exciting activity—not just a holiday promotion. It has turned holiday shopping from a chore into an event by hyping discounts, using celebrities that really live their brand, and bringing out value that is incredible.
For entrepreneurs and brands, here’s what you should take away:
- Ride the big waves: Align your promotions with events or milestones that already have your audience hooked.
- Build the buzz: Keep people coming back with surprises that make them eager for what’s next.
- Offer more than hype: Pair urgency with deals that truly deliver—you can’t fake value.
- Honor your roots, but stay fresh: Celebrate what your brand stands for, while always finding ways to stay relevant.
JCPenney isn’t just selling products—they’re creating moments. They’ve shown that in today’s crowded market, customers don’t just want to shop—they want to feel something. It’s not about tossing out discounts; it’s about building excitement, fostering connections, and making people say, “Wow, I want to be part of this.”
The takeaway? If you want to stand out, don’t just sell—create. Moments matter, memories last, and the brands that win are the ones that make people feel like more than just customers. JCPenney did it this holiday season, and so can you.
FAQ’s
How can tying promotions to popular events help my business?
Connecting your campaign to a big event, like a game or a trending moment, puts your brand in front of more people. It’s a smart way to grab attention and make your offers stand out.
Why does creating anticipation work in marketing?
When people know something exciting is coming, they keep coming back to check it out. Regularly rolling out new deals or surprises keeps your audience engaged and interested in what’s next.
What makes celebrity partnerships so effective?
Using the right celebrity can give your brand extra credibility and help you reach new customers. It’s all about choosing someone who feels like a natural fit for what you’re offering.