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I am wondering if there were more angry social conservatives than they bargained for? Of course, there are conflicting reasons given in the Advocate piece: Lewis starts making his case by pointing out that, in observance of Father's Day, "Gay C. Penney" included an image of two real-life gay dads in its most recent catalogue. He also points out that the so-called "One Million Moms" have vocally objected. They also vocally objected to using comedian and talk show host Ellen DeGeneres as the company's spokeswoman because she is a lesbian. And Lewis says the group might have a point. "It's fair to say One Million Moms hardly represents a million moms, and if it did, many of their children would be gay, according to the law of large numbers," he wrote. "It's also fair to say this organization, though often branded as antigay, is expressing a sentiment common among the middlebrow demographic that JCPenney serves." One Million Moms is a subgroup from the antigay American Family Association, which is a "hate group" as deemed by the Southern Poverty Law Center. New CEO Johnson personally went on national television after the group attacked his company for hiring DeGeneres and called keeping her a "no-brainer." LGBT customers launched shopping days in response. And Lewis says more of that's needed for the chain of department stores. "If you support the gay community, please shop JCPenney," he writes, later adding that, "Diversity, inclusion, acceptance for all—these are laudable values. The problem is, well, I have never actually met an openly gay person who openly shops at JCPenney."

Especially since the guy responsible for gay catalogues on Mothers Day and Fathers Day is still running the company, and he fired a scapegoat instead.

Sales were down already because of the earlier policy change on coupons and discounts, but it looks as if it was the gay activist nonsense that really killed them.

JC Penney sales for the quarter off 55%

Have you looked at the quality of their clothing lately? I ran in a few months ago to pick a last minute wedding gift. They're always good for a nice quilt or kitchen item. While I was there, I looked at a few items for my grand daughter whose birthday was nearing. I used to like a lot of their clothes, but the stuff I was seeing was just cheap garbage that I could have gotten at a local Dollar General.

JC Penney sales for the quarter off 55% - changing gears won’t fix it now. Those pissed off social conservatives will NEVER shop at JCP again.

Regaining customer confidence requires a vocal and notable mea culpa by the offending element(s). Heads can roll, but someone has to step up and take the heat and articulate a new course of action.

I don't see this happening. That would be "too discriminatory" in light of the diversity/perversity movement.

Penney sales for the quarter off 55%

I'd like a link to that data.

I found this in the article:

Total sales in the first quarter fell 20% while same-store sales declined 19%.