J.C. Penney joins the holiday marathon, and adds low price guarantee

J.C. Penney will celebrate Thanksgiving with an all-night shopping spree — complete with new shopping carts.



The retailer will open at 3 p.m. on Thanksgiving, similar to last year, and remain open until Friday, Nov. 25 at 10 p.m. Online shoppers will get a jump on holiday deals, with Penney’s Black Friday sale prices available online the day before, starting at midnight Nov. 23.



Penney is outfitting its associates with festive red shirts during the holiday season, making it easier to spot them throughout the store. The retailer is also rolling out new red shopping carts to 450 stores nationwide.



When stores open on Thanksgiving Day, early shoppers will be greeted with an envelope containing a coupon worth $10 off $10, $100 off $100, or a $500 off $500 or more purchase, while supplies last. Coupons are valid for use in store only starting on Thanksgiving Day. Shoppers in stores at 6 a.m. on Black Friday will receive another chance to receive an instant-savings coupon worth up to $100 off $100 or more purchase.



In addition, Penny is launching a "lowest price guarantee.” Effective on Nov. 13, if a customer finds a lower current advertised price on an identical item within 14 days after purchase, J.C. Penney will beat the lower price by 5%.