• by Sarah Mahoney  @mahoney_sarah, November 7, 2016

Still in the midst of navigating a complex turnaround, JCPenney is building on its penny-wise image for the holidays, introducing a holiday campaign that stresses deals and values. Themed “Joy Worth Giving,” the new effort focuses not just on merchandise, but—like rival Kohl’s—on deals and special promotions it’s planning for the weeks leading up the holiday. 

When it opens its doors at 3 p.m. on Thanksgiving Day, for example, it plans to greet each shopper with envelopes containing coupons worth $10, $100 or $500. It’s kicking off online Black Friday deals Nov. 23 at midnight, for those who want to shop while their turkey is still marinating. And it’s already begun running a variety of one-day “Pre-Black Friday” sales.

The retailer says the marketing effort, from ad agency McGarry Bowen, is set to include TV ads that are both branded and promotional, national print ads in fashion and home magazines, backed up by digital, direct mail, mobile and email. And a social media component includes videos about generosity, tagged #JoyWorthGiving. The store’s cause-related partner this year includes a $100,000 donation to the YMCA, with shopping events throughout the season raising funds for the nonprofit.

For last-minute shoppers, the chain says it is organizing special mall displays in 40 locations, opening from Dec. 15 to 17, offering procrastinators a stocking, each containing a coupon, gift or surprise item.

The retailer is scheduled to report quarterly earnings next week.