I agree. It wasn’t the gay stuff, in fact, I think the only people paying attention to it were the people making a big stink over it. What kill JCP was the ‘no more sales’ and ‘everyday low prices’. People like to clip coupons and wait for sales, even if they are artificially created to create business. It makes people feel like they have control.
Also, it was too much change too fast. JCP should of gradually shifted into ‘no more sales’ if they wanted it to even have a chance of being successful. Maybe kept have the store ‘sales’ and the otehr half ‘regular’ to see how people react.
The biggest problem for JCPenney is the economy. The economy is horrible. Food prices are rising as I type, and the majority of people who would shop at JCPenney have little to no disposable income.
I used to shop at JCPenney several times a year because the store is closer than any alternatives. The gay ads have affected my shopping habits there. But I can only speak for me-self.