JCPenney teams up with Backstreet Boys for Facebook Live holiday event

Backstreet Boys
The Backstreet Boys will help JCPenney celebrate the holidays on Facebook Live.

JCPenney is integrating some 1990s nostalgia into an upcoming livestream promotion.

The department store retailer is hosting a livestream event, the “JCP Live Holiday Spectacular,” on the Facebook Live platform on Thursday, Dec. 1, from 8-9 p.m. ET. In addition to featuring TV personality Naz Perez as host and tutorials from makeup artist Piper Nelson and TikTok dance celebrity Chase Castle, the event will include participation from veteran 1990s “boy band” Backstreet Boys. 

During the livestream event, the Backstreet Boys will play holiday-inspired games, sing along as they perform holiday music from their new Christmas album, and answer fan questions in an interactive audience Q&A.

In addition, every 10 minutes, select members of the Facebook audience who are engaging in the comments will receive gifts from the on-air advent calendar, unboxing prizes like home goods and gift cards. Throughout the show, there will also be surprise $50 JCPenney gift cards for select audience members.

As part of the promotion, JCPenney will initiate its new three-year partnership with non-profit Feeding America, making a $50,000 gift to help address food insecurity in communities across the U.S. Viewers can also participate as JCPenney unlocks additional donations for Feeding America – up to $25,000.

“JCPenney’s Live Holiday Spectacular promises festive family fun, new holiday music, unbeatable value, support for Feeding America, and above all – moments of joy to bring America’s families together,” said John Aylward, JCPenney chief marketing officer. “We’re thrilled to be joined by fan favorites like the Backstreet Boys for this live event as our own special holiday experience for shoppers looking for extra cheer this season.”

“Nothing ushers in the holiday spirit more than music, and we can’t wait to share our new music video with the world,” said the Backstreet Boys. "Our hope is to add a little more holiday joy to the season, while also indulging in friendly competition, lots of laughs and helping JCPenney support Feeding America at the JCP Live Holiday Spectacular.”

JCPenney begins Black Friday early

JCPenney’s holiday promotional schedule is already in full swing. Since the start of November, the department store retailer has been providing early access to shop thousands of Black Friday deals, releasing select Black Friday discounts online and in-store each week in the month.

For the third consecutive year, JCPenney is closed on Thanksgiving Day, Nov. 24. The e-commerce site will remain open. On Black Friday, Nov. 25, stores will open at 5 a.m. with Black Friday deals.

In addition, from Nov. 8, 2022, through Jan. 2, 2023, customers across the country can enter for a chance to win $500 in the “We Got Your Cart Sweepstakes.” Shoppers who upload their receipt online at will be entered for a chance to win a voucher worth up to $500 in drawings throughout the season.

And comedian and former “Saturday Night Live” cast member Melissa Villaseñor is returning to appear in JCPenney advertising as the character “Penny James,” with special singing guests “The Shopettes,” in Black Friday ads. Villaseñor first appeared as Penny James in April 2022.

JCPenney also previously announced it will hire 21,000 seasonal holiday associates.

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