Department store retailer takes a swing at Amazon’s shopping event

In the wake of Amazon’s Prime Day hype, J.C. Penney is eager to drive momentum among its own online shoppers.



The department store retailer is getting ready to host its own online-only shopping event, “Penney Palooza.” The second annual two-day sale, which is set to run July 10-11, will feature “48 hours of non-stop savings,” according to the retailer.



While online shoppers using their J.C. Penney credit card will earn an extra 30% off of orders, there are perks for non-J.C. Penney cardholders, as well. Customers using other payment methods will receive a 25% discount. The retailer will also offer free shipping on all orders of $49 or more.



J.C Penney is among a list of retailers that are hosting online sales designed to rival Amazon’s Prime Day sales event. Amazon’s third annual sale begins on July 10 at 6 p.m. PST, and runs through the early hours of July 12.



In addition to J.C. Penney, retailers including Neweggand Sur La Table have announced their own pop-up sales events. Eager to take advantage of the uptick in online interest and shopping that Prime Day generates, these two companies’ events coincide with the timing of Prime Day. They are also featuring different promotions — in some cases, hourly — to attract online shoppers and drive sales.