JCPenney Embraces the Joy of Giving Back

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JCPenney is reminding shoppers to remember the little things this holiday season, and we’ve been doing just that through giving back where our associates and customers live, work and shop. Throughout the holiday season, we surprised kids across the country with Giving Sprees with pro NFL athletes, a gift card donation to high school students, and a donation to the Salvation Army. These philanthropic efforts highlighted our commitment to closing the opportunity gap by building stronger communities.

Nationwide Giving Sprees
For the sixth consecutive year, JCPenney brought holiday cheer to more than 1,200 underserved children through our annual Holiday Giving Sprees. Partnering with local organizations across the nation, 25 deserving kids in each continental state and Puerto Rico were chosen for a private in-store holiday shopping experience. Each child was given a $100 JCPenney gift card to buy gifts for themselves and their families, and in select markets, kids were surprised by a visit from a professional football player. Some of these athletes included Denver Broncos running back Phillip Lindsay, Chicago Bears running back David Montgomery, and New Orleans Saints defensive end Cam Jordan, among others. Other stores across the country opened their doors after hours to make these shopping sprees happen in the most personal way possible.

Denver Broncos running back Phillip Lindsay celebrates with kids from the Denver Broncos Boys and Girls Club after they were surprised with JCPenney gift cards and a shopping spree. (Credit: Bart Young)

Chicago Bears running back David Montgomery assists kids from the Cook Boys & Girls Club as they shop with their JCPenney gift cards. (Credit: Andrew Weber)

High School Surprise
JCPenney surprised 500 local students at Thomas Jefferson High School with $100 gift cards at a special holiday assembly on Dec. 10 following the students’ displacement after their school was severely damaged during the tornadoes that ripped through Dallas in late October. Students were delighted to receive the cards and shared their plans to use them for Christmas gifts, with some generously sharing they would give the card to their parents to help with holiday shopping costs.

Aubrey DeZego, JCPenney senior manager of philanthropy, hands a $100 gift card to a Thomas Jefferson High School senior. 

Salvation Army Angel Tree and Check Presentation
On Monday, Dec. 16, more than 100 volunteers from JCPenney and the Dallas Cowboys organization spent time sorting and distributing donations at the Salvation Army Angel Tree packing center. Both companies are top corporate donors for the DFW Salvation Army Angel Tree program and have partnered with organization for decades. For more than 20 years, JCPenney Home Office associates have demonstrated their generosity, compassion and kindness and this year, associates adopted more than 1,250 children and senior angels, donating a total of roughly 6,400 gifts valued at more than $85,000. Additionally, JCP and the Cowboys partnered together at the beginning of the Red Kettle campaign this holiday season to offer an exclusive Cowboys fleece inside JCPenney stores. With each Cowboys fleece sold, JCPenney donated $10 to The Salvation Army and we were thrilled to present the Salvation Army with a $100,000 donation during the event.

JCPenney associates and Dallas Cowboys representatives pose with Rowdy, the Dallas Cowboys mascot, and the team’s Cheerleaders.

It’s been a great year at JCPenney and a wonderful season of bringing smiles to faces of many deserving kids and organizations in the name of holiday cheer. Merry Christmas and happy holidays!