J.C. Penney Discontinues Big Books, Moves to Targeted Catalogs and Online Marketing

PLANO, Texas-J.C. Penney will no longer publish its twice-year "big-book" catalogs, and has moved to a marketing approach integrating smaller and more targeted specialty catalogs with stores, online applications and digital marketing platforms, including social media.

In a statement released this morning, the department-store retailer said it is discontinuing its "big books" partly because of consumers' changing media habits, and partly due to its initiative to promote the sustainability of forests and other natural resources.

Key elements of its new marketing strategy are:

oOngoing growth of jcp.com and digital outreach, including the iPhone application it unveiled this year and its presence on social-media sites such as Facebook.

oSpecialty catalogs: This will include a range of catalogs that will offer the company's home products and women's and men's apparel and accessories. Other catalogs such as the Christmas catalog will continue.

oC.A.R.E.S.: J.C. Penney will push this initiative (which stands for Community, Associates, Responsible Sourcing, Environment and Sustainable Products) by working with suppliers to ensure that the paper used in its catalogs is sourced from forestry operations that have been certified and verified for for sustainability by independent third parties.

HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.


Subscribe to
HFN Omnichannel
Receive the news you need to know about the trends in the industry delivered right to your inbox.

Current Issue

  • HFN May digital issue


    May 2017

    COVER STORY: HFN Turns 90

    We commemorate HFN's 90th anniversary by paying tribute to the iconic retailer and supplier brands--and the people--that have helped the industry flourish, then and now.


    • Up & Coming Leaders - The home industry is in capable and visionary hands as this year’s 40 Under 40 list attests. Today’s young leaders span all disciplines and varied levels of operation.
    • Omnichannel Retailing - In the Mobile App World, Time is Money