• by Tanya Gazdik , November 1, 2010

JCPenney, Macy's and Federal Express are all repeating holiday marketing efforts from last year.

Whether it's a coincidence or a trend, there are two ways to look at it, says comScore Analyst Andrew Lipsman.

"A more negative view might be that they are repeating these campaigns due to economic constraints, but a more positive view might be that they repeated the campaigns because they worked well last year," Lipsman tells Marketing Daily. "We've found that in a tighter economy, more companies are willing to experiment with new tactics -- provided they are cost-effective -- [but] will stick with what's working."

JCPenney and The Salvation Army have partnered again this holiday season for their online Angel Giving Tree program, which provides clothing, special-needs gifts and other wish list items to kids and senior citizens. As the exclusive online destination for adopting Salvation Army Angels, www.jcp.com/angel allows customers to select an angel based on location, age range and gender. Purchases through the program will be shipped free of charge with support from UPS.

In the first year of introducing this program online, nearly 40,000 angels from across the country were adopted last Christmas, said Thomas M. Nealon, group executive vice president, in a release. To support the program, JCPenney will air new TV spots. The marketing campaign will also incorporate social networking through a customized Facebook application that allows JCPenney fans to access the Angel Giving Tree Web site as well as adopt, share their stories and invite others to join the cause without ever leaving Facebook.

Meanwhile, FedEx Office will host its second annual "Pack and Ship with the Pros" program, with NFL players helping to "enhance the customer experience." Unsuspecting customers may do a double-take in the coming months, as several of their favorite NFL players step off the field and behind the counter this holiday season. The program also includes a contest to win 2011 season tickets, autographed merchandise and other prizes by signing up and shipping items at the 1,800 U.S. FedEx Office locations.

From now until Dec. 31, FedEx Office centers in seven cities across the U.S. (Dallas, Indianapolis, Chicago, Boston, Pittsburgh, Denver and Washington, D.C.) will feature the NFL players, including Dallas linebacker DeMarcus Ware.

Macy's is repeating its "Thanks for Sharing" program for an eighth year. For each $25 customer enrollment through Dec. 31, Macy's will donate $10, up to a total of $15 million. The first $3 million benefits the American Heart Association's "Go Red for Women" program. The balance will be donated to the Make-A-Wish Foundation, The Breast Cancer Foundation and select local charities. The program has raised more than $65 million in its first seven years.

Customers benefit by receiving rewards of 10% of the purchases, which are mailed to them in the form of a gift card in February.