Skip to main content

JCPenney goes to the dogs — for a good cause

JCPenney senior dog adoption
JCPenney is encouraging folks to adopt senior dogs.

JCPenney is partnering with local animal shelters to encourage people to adopt older dogs.

Beginning January 24, which is “Change a Pet’s Life Day,” JCPenney is partnering with pet shelters in 10 U.S. cities to help senior dogs find a home and offering free pet portraits for customers at its JCPenney Portraits by Lifetouch studios.

Penney is also donating $1,000 to each shelter and providing shelters with a $500 JCPenney gift card for supplies such as towels, blankets, cleaning equipment, pet bowls and beds.

From Jan. 24 through Feb. 28, senior dogs from select shelters (listed at end of article)  will make their big debut on, where local customers can visit their shelter’s link to view their adoptable senior dogs and all other available dogs.

“As a brand focused on supporting families on every occasion, we care about the memories our customers create with their furry family members too,” said Bill Cunningham, VP of marketing strategy at JCPenney. “We’re excited to give the senior dogs in these shelters, who are often less likely to be adopted, their chance to shine and encourage customers to get involved with their local communities to change a pet’s life for the better.”

Customers can also schedule a photo appointment for their own pet at any Penney Lifetouch studio before Feb. 28 and receive a free 8x10 standard print, $70 off a digital album and free standard shipping.

The participating shelters are listed below:

“We’re grateful for community partners taking initiatives like that of JCPenney's ‘Pet Portraits’,” said Sarah Collica, director of marketing and communications at Austin Pets Alive! “The company's invitation to offer exposure of some of our senior population to their audience is so generous. We are honored and proud to be supported by a community that cares so deeply for pets in need."

This ad will auto-close in 10 seconds