Unusual demographic flocking to J.C. Penney

J.C. Penney is often associated with an older shopper demographic. But its comeback is being fueled, at least partially, by a surprising group.



Millennial moms now account for 45% of Penney's revenue, CNBC reported, and the group is also driving much of the growth in the company's sales and customer count.



Penney is working on multiple fronts to meet the specific needs of this group, according to the report and, to that end, it even brought a dedicated holiday toy section back to its kids' department.



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