Ashley Graham, Ryan Seacrest, And Shaq Join JCPenney’s Holiday Party

JCPenney is making sure holiday shopping feels like an event this year. During its Virtual Holiday Briefing on October 21, in which The Blast attended, Brand CEO Michelle Wlazlo and Chief Customer & Marketing Officer Marisa Thalberg revealed how the 120-year-old retailer is stepping back into the spotlight, combining big-name fashion, exclusive beauty, nostalgic traditions, and a new partnership with iHeartRadio’s Jingle Ball tour. This season, it’s not just the thought that counts, “It’s What They Thought That Counts.” From turning receipts into concert tickets to bringing Ashley Graham, Rebecca Minkoff, and Shaquille O’Neal directly into stores, JCPenney is doubling down on the “wow” factor without breaking shoppers’ budgets.

Wlazlo opened the presentation with a burst of optimism, reflecting on a “year of resurgence” for the brand. Customer visits have climbed for 15 straight months, JCPenney Beauty has seen double-digit growth, and younger shoppers are tuning in, Gen Z interest nearly doubled in 2025.

The company’s new seasonal rally cry, “It’s What They Thought That Counts,” builds on that momentum by spotlighting value, style, and a touch of wit. As Thalberg put it, “We want people to feel something, to feel smart, connected, and delighted that they got more than they spent.”

That emotional spark, paired with fashion credibility, is helping JCPenney shift the perception from “old-school department store” to “holiday destination with heart.”

In a surprise twist, Wlazlo and Thalberg invited Ryan Seacrest to announce JCPenney’s first-ever collaboration with iHeartRadio’s Jingle Ball Tour, a limited-edition fashion capsule available in select stores and online.

The festive collection includes sequin tops, faux-leather skirts, fur-trimmed jackets, and cozy sweaters designed for everything from girls’ night out to concert glam. Shoppers who make any in-store or online purchase can upload their receipts at iHeartRadio.com/JCPJingleBall for a chance to win concert tickets, airfare, JCP gift cards, and exclusive merch.

“It’s a first-of-its-kind partnership,” Thalberg said. “Fashion, music, and holiday magic, together like never before.”

For deal hunters, JCPenney’s Black Friday Early Access begins November 8, with daily deals starting November 10 and new “Really Big Deals” revealed every Thursday night during Amazon Prime’s “Thursday Night Football” broadcasts.

Early shoppers will snag exclusive gifts, like a golden tote with a $25 purchase and the nostalgic JCPenney Snow Globe, which fans line up for every year at dawn. “We actually had a customer send her son to wait in line just to get one,” Wlazlo laughed.

The brand is also rolling out more than 50 new offers, keeping 60 percent of items at 2024 prices, including beloved staples like the St. John’s Bay Cable-Knit Sweater ($9.99) and Men’s Plaid Shirts ($11.99).

JCPenney Beauty continues to be the brand’s breakout star, now featuring more than 60 fragrance brands and 600 individual scents, plus cult-favorite products like Too Faced Better Than Sex Mascara and Cosrx Advanced Snail Mucin.

The retailer has also secured exclusives from David Beckham, Jessica Simpson, and Shaquille O’Neal, whose new cologne line has been a top seller since launch. Wlazlo called beauty the “one-size-fits-all gift,” emphasizing how its inclusivity and accessibility make it a highlight of the 2025 season.

And for those craving sparkle, JCPenney’s fine-jewelry collection is glistening with new lab-grown diamond pieces from Modern Bride, Gold Addiction, and the newly launched Grown Gorgeous line, including a jaw-dropping five-carat ring that stole the show.

Even as online shopping surges, JCPenney remains a brick-and-mortar holiday ritual. Families still arrive in pajamas for doorbusters, line up for snow globes, and book sessions at JCPenney Portrait Studios, now part of a national Family Photo Challenge launching on social media.

Add to that the expanded Martha Stewart Holiday Entertaining Collection, a surge in LEGO and Disney toys, and home must-haves like Cuisinart, Ninja, and KitchenAid, and you have a retailer that’s re-embracing its identity as the ultimate American holiday stop.

As Wlazlo summed up, “When customers shop with us, they’ll have that ‘wow’ moment, knowing they gave the perfect gift, spent smartly, and had fun doing it. It’s what they thought that counts.”

From surprise celebrity moments to snow globe giveaways, JCPenney’s holiday comeback reminds shoppers everywhere that joy, generosity, and great style never go out of season.