JCPenney Statistics 2024: Stores, Demographics and Financials
With over 650 stores across the United States and Puerto Rico, JCPenney continues to be one of the leading American retail brands. It’s a major destination for apparel, home goods, jewelry, and beauty products.
JCPenney is projected to generate approximately $11.7 billion in annual revenue in 2024, with its e-commerce platform contributing significantly to this figure. JCPenney serves millions of customers through 600+ physical stores and maintains a healthy conversion rate of 2.50% on its website.
This blog dives into the revenue figures, user demographics, and strategic initiatives that highlight JCPenney’s performance and adaptability in the evolving retail landscape.
JCPenney Company Overview
| Company Name | J.C. Penney Company, Inc. |
| Founded | April 14, 1902 |
| Founder | James Cash Penney |
| CEO | Marc Rosen |
| Headquarters | Plano, Texas, United States |
| Industry | Retail (Department Stores) |
| Products | Apparel, Home Goods, Jewelry, Beauty Products, Footwear |
| Current Store Count | 663 |
| Peak Store Count | 1,106 (in 2010) |
| Key Revenue Channels | In-Store Sales, E-Commerce |
| Employee Count | Approximately 50,000 (2024 estimate) |
| Parent Company | Simon Property Group and Brookfield Asset Management |
JCPenney Statistics 2024 – Top Picks
- JCPenney has a projected revenue of over $11.7 billion in 2024.
- Shoppers aged 55-64 shop the most at JCPenney.
- JCPenney has 663 brick-and-mortar stores.
- 73% of JCPenney users are female while 27% are male.
- JCPenney has 87% brand awareness among U.S. online fashion shoppers.
Number of JCPenney stores
JCPenney has 663 physical stores as of 2024. JCPenney has seen a significant decrease in its store count over the past 5 years, dropping from 864 stores in 2018 to 663 stores in 2024. This represents a reduction of 201 stores.
JCPenney filed for Chapter 11 bankruptcy in May 2020, leading to widespread store closures as part of its restructuring plan. The ongoing shift in consumer behavior toward online shopping has also reduced foot traffic in brick-and-mortar stores, compelling JCPenney to downsize its physical presence.
JCPenney Store Count Over the Years
| Year | Number of Stores |
| 2024 | 663 |
| 2023 | 650 |
| 2022 | 650 |
| 2021 | 650 |
| 2020 | 690 |
| 2019 | 846 |
| 2018 | 864 |
| 2017 | 872 |
| 2016 | 1,013 |
| 2015 | 1,021 |
| 2014 | 1,062 |
| 2013 | 1,094 |
| 2012 | 1,104 |
| 2011 | 1,102 |
| 2010 | 1,106 |
| 2009 | 1,108 |
| 2008 | 1,093 |
| 2007 | 1,067 |
| 2006 | 1,033 |
Number of JCPenney stores by States
JCPenney operates stores across 51 states and territories in the United States. 11% of JCPenney stores are in Texas, while the least (3%) are in Arizona.
These 10 states represent a significant portion of JCPenney's overall store footprint, reflecting the company's strategic focus on densely populated and high-demand regions.
| State / Territory (USA) | Number of stores |
| Texas | 73 |
| California | 63 |
| Florida | 44 |
| New York | 27 |
| Ohio | 25 |
| Illinois | 23 |
| Michigan | 23 |
| Pennsylvania | 21 |
| Missouri | 20 |
| Arizona | 17 |
JCPenney stores by cities
San Antonio, Texas, ranks first with the highest number of JCPenney stores, boasting 6 locations.
Interestingly, Oklahoma City has the lowest number of JCPenney stores on this list, with only 2 locations. The data reflects JCPenney's strategic presence in larger cities, particularly in Texas, which features multiple cities with several stores.
Cities with the most of JCPenney stores in the US
| City | State/Territory | Number of Locations |
| San Antonio | Texas | 6 |
| Houston | Texas | 4 |
| Austin | Texas | 3 |
| Miami | Florida | 3 |
| Fort Worth | Texas | 2 |
| Albuquerque | New Mexico | 2 |
| Memphis | Tennessee | 2 |
| Wichita | Kansas | 2 |
| Baltimore | Maryland | 2 |
| Oklahoma City | Oklahoma | 2 |
(Source: Statista, Wikipedia, ScrapeHero)
JCPenney Revenue Statistics
- JCPenney’s revenue is expected to cross $11.7 billion in 2024.
This expected growth is attributed to the company’s ongoing digital transformation, enhanced e-commerce strategies, and improved customer experiences online and in-store.
- For the 2023 fiscal year, JCPenney experienced a 9% decline in total net sales, dropping to $6.9 billion. When factoring in credit card revenues, overall annual revenues also decreased by 9%, reaching $7.2 billion.
The "Home, Services and Other category generated $1.2 billion in sales, reflecting an 8.8% decline compared to 2022. This segment accounted for 18% of total net sales, consistent with its contribution in the prior fiscal year.
Over the past five years, JCPenney's revenue has shown some variation. In 2019, the company generated $11.2 billion, but this figure dipped during 2020 and 2021, dropping to $10.7 billion and $10.8 billion, respectively. The decline was primarily driven by the pandemic, which led to store closures, reduced consumer spending, and supply chain disruptions.
JCPenney Revenue (2019 – 2024)
| Year | Revenue |
| 2019 | $11.2 billion |
| 2020 | $10.7 billion |
| 2021 | $10.8 billion |
| 2022 | $11.2 billion |
| 2023 | $11.5 billion |
| 2024 (Projected) | $11.7 billion |
- In the first quarter of 2024, JCPenney reported $86.7 million in online sales revenue, highlighting its focus on improving digital presence and enhancing customer experiences.
This growth reflects the company's efforts to meet the increasing demand for e-commerce.
(Source: Penney Holdings Intermediated LLC annual report, Grips, Zippia)
JCPenney Demographics
JCPenney's demographic statistics offer a closer look at the diverse range of customers who shop with the brand. By exploring trends in age, gender, and shopping habits, these insights reveal who JCPenney appeals to the most and how the store connects with different groups of people.
JCPenney Employee Demographics
- The most common ethnicities among JCPenney's workforce are White (61%), Hispanic or Latino (18%), and Black or African American (11%).
- At JCPenney, women make up 70% of the workforce, while men account for the remaining 30%, reflecting a significant gender distribution within the company's employee base.
JCPenney User Demographics
- The majority of JCPenney's customers are female, accounting for 73.25% of the user base, while 26.75% are male.
Also Read: Male vs Female shopper statistics.
- The largest segment of shoppers is within the 55-64 age range, accounting for 21.96% of the customer base. This is closely followed by the 45-54 age group, making up 20.91%. These two segments highlight that JCPenney's core audience consists predominantly of individuals aged 45 and above.
In contrast, the 18-24 age group forms the smallest portion, with only 5.93% of the customer base. The next youngest group, 25-34, makes up 16.93%, indicating a gradual increase in engagement as the age range progresses.
JCPenney Users Age Distribution
| Age Group | User Percentage |
| 18-24 | 5.93% |
| 25-34 | 16.93% |
| 35-44 | 19.92% |
| 45-54 | 20.91% |
| 55-64 | 21.96% |
| 65+ | 14.35% |
JCPenney’s brand awareness in the US
JCPenney boasts an impressive brand awareness of 87% among online fashion shoppers in the United States.
This high level of recognition highlights the company's longstanding presence and influence in the retail sector. With nearly 9 out of 10 consumers familiar with the brand, JCPenney remains a well-established name in the fashion industry, demonstrating its ability to stay relevant in the highly competitive online shopping landscape.
JCPenney's popularity
Overall, 36% of online fashion shoppers in the U.S. have a positive opinion of JCPenney.
However, when considering only those familiar with the brand- 87% of respondents- this approval rate increases to 41%. This indicates that brand familiarity plays a key role in JCPenney's popularity and preference; the more people know the brand, the more likely they will have a positive impression of it.
JCPenney usage in the US
JCPenney holds a 29% usage share among online fashion shoppers in the United States
Nearly 1 in 3 online fashion shoppers choose to shop at JCPenney. When considering only those familiar with the brand- this usage rate increases to 33%.
JCPenney customer loyalty
Approximately 21% of U.S. online fashion shoppers say they are likely to shop at JCPenney again.
When compared to the brand's overall 29% usage share, this indicates that 72% of JCPenney's current customers are likely to return, demonstrating strong brand loyalty.
JCPenney's buzz among online shoppers
JCPenney has been generating notable buzz in the U.S. Among users of online fashion shops, about 29% have come across JCPenney through media, social media, or advertising in the past 3 months.
Of those familiar with the brand (87%), 33% have noted this increased visibility, indicating significant recent attention around JCPenney.
(Source: Similarweb, Zippia, Statista)
How many people work for JCPenney?
As of 2024, JCPenney employs around 50,000 people.
This number has fluctuated over the years due to various factors, including economic conditions and company restructuring efforts. In the mid-1990s, JCPenney had a significantly larger workforce of approximately 205,000 employees. However, by 2018, this number had decreased to about 98,000 employees.
(Source: JCPenney)
JC Penney Employee Statistics
- The average JCPenney employee earns about $28,425 per year. This salary range spans several jobs, from entry-level roles to more senior positions.
- On average, JCPenney employees spend around 3.4 years with the company.
This tenure reflects a balance- many find growth opportunities and a sense of community at JCPenney, while others might move on to new paths, which is quite normal in retail.
(Source: Zippia)
JCPenney Store Operations and Growth
- JCPenney has closed 147 stores as part of its restructuring efforts. Recent closures include:
1. Woodfield Mall, Schaumburg, IL 60173
2. Elm Plaza, Waterville, ME 04901
- Fox Valley Center Dr, Aurora, IL 60504
- The company has invested $40 million in upgrading its distribution center in Reno, Nevada, incorporating state-of-the-art technology to enhance order efficiency and speed.
- Over 100 stores have received updates, including new point-of-sale systems, advanced technology, and physical improvements.
- JCPenney is implementing a $1 billion reinvestment plan to boost customer experience and operational efficiency.
JCPenney Vs. Macy's
JCPenney and Macy's are two iconic American department stores navigating different strategies to stay competitive. JCPenney focuses on restructuring and revitalization, while Macy's leverages digital innovation and selective store optimization. This comparison examines key metrics like revenue, store count, online sales, and customer loyalty programs to highlight how these retail giants compete in today's evolving market.
Revenue:
- JCPenney's revenue stands at $11.5 billion, reflecting the challenges it has faced in recent years, including store closures and restructuring efforts. Despite its financial hurdles, the company remains a significant player in the mid-tier retail space.
- Macy's, with revenue of $24.5 billion, clearly surpasses JCPenney. This difference highlights Macy's stronger brand presence and ability to attract a wider demographic of shoppers across various income levels.
Net Income:
- JCPenney's net income is reported at $150 million, indicating a modest recovery following its financial struggles. Although the figure is positive, it still points to the company's ongoing efforts to stabilize profitability.
- Macy's, on the other hand, posts a net income of $1.1 billion, showcasing its stronger financial health. Macy's ability to consistently generate higher profits is due to effective cost management, strategic store locations, and a successful omnichannel approach.
Number of Stores:
- JCPenney operates approximately 650 stores, maintaining a larger physical presence compared to Macy's. However, many of these stores are located in less competitive markets, contributing to the brand's broad reach in suburban and regional shopping centers.
- Macy's operates around 570 stores, focusing more on premium locations in urban areas and upscale shopping centers. Despite having fewer stores, Macy's strategy of selecting high-traffic areas allows it to drive higher sales per square foot.
Online Sales:
- JCPenney's online sales amount to $86.7 million, revealing a significant gap in its e-commerce performance. The company is still catching up to competitors in the digital space, with recent upgrades aiming to enhance user experience and boost online revenue.
- Macy's dominates in e-commerce with a staggering $7.7 billion in online sales. The retailer's extensive investment in digital transformation with a seamless omnichannel experience makes it a leading platform in the online retail landscape.
Gross Margin:
- JCPenney's gross margin stands at 35%, reflecting its focus on value-based pricing. The company has been working to optimize inventory management and product assortments, but it still lags slightly behind Macy's.
- Macy's enjoys a gross margin of 38%, largely driven by its ability to command higher prices for premium and exclusive products. The margin advantage also underscores Macy's success in balancing discounts with profitability through strategic promotions.
Store Closures:
- As part of its restructuring, JCPenney has closed 147 stores, a move aimed at focusing on its most profitable locations and improving operational efficiency. These closures are part of a larger plan to streamline operations and revitalize the brand.
- Macy's has closed 45 stores, targeting underperforming locations while investing in more promising stores. This selective approach allows Macy's to maintain a productive footprint, aligning with shifting consumer preferences toward online shopping.
Customer Loyalty Programs:
- JCPenney's "Make It Count strategy aims to build stronger customer relationships by emphasizing value, personalized rewards, and exclusive offers. This approach is designed to retain existing customers while attracting budget-conscious shoppers.
- Macy's has expanded its loyalty program, which is already seeing success. The program offers tiered rewards, exclusive perks, and personalized offers for high-spenders and occasional shoppers, for increased customer retention and brand loyalty.
FAQs on JCPenney
JCPenney remains iconic for its wide range of products, including clothing, accessories, home goods, and beauty items. The company also offers exclusive private brands and additional services, making it a versatile shopping destination. Over the years, JCPenney has faced various challenges but continues to adapt and innovate to meet customer needs. Here are some frequently asked questions (FAQs) to help you learn more about JCPenney or clear any doubts about the company.
What is special about JCPenney?
JCPenney is known for its long-standing legacy since 1902, offering a diverse range of products from clothing to home goods, and providing additional services like salons and optical centers. The company is committed to community engagement and supporting diverse suppliers, while continuously adapting through strategic investments and enhancing customer experiences both in-store and online.
Is JCPenney closing stores in 2024 in the USA?
Yes, JCPenney is closing some stores in the USA in 2024. For example, locations at Elm Plaza in Waterville, Maine; Shoppes at Bel Air in Mobile, Alabama; and Sikes Senter in Wichita Falls, Texas, are scheduled to close by September 2024.
Where is the oldest JCPenney store?
The oldest JCPenney store is located in Kemmerer, Wyoming. This store, known as the “Mother Store,” was established by James Cash Penney in 1902 and still operates today.
What brands does JCPenney own?
JCPenney owns several exclusive private brands, including Liz Claiborne for women’s fashion, Stafford for men’s apparel, Worthington for women’s workwear, Ambrielle for intimate apparel, J. Ferrar for contemporary men’s fashion, and Okie Dokie for children’s clothing. These brands are designed to offer quality and value across various customer needs.
Is JCPenney still profitable?
Yes, JCPenney remains profitable in 2024. Despite some declines in sales and net income, the company has managed to stay in the black. For example, in the fourth quarter of 2023, JCPenney reported a net income of $41 million. The company is also investing heavily in upgrading its technology, stores, and customer experience, which is expected to drive future growth.
