You may have noticed the recent JCPenney commercials where the shoppers are yelling “No!” This is part of JCPenney’s new advertisements announcing their new pricing strategy. Starting February 1, JCPenney will mark down all of its merchandise by at least 40 percent, permanently. In exchange, JCPenney will hold fewer sales and promotions. In other words, they plan to increase their profits by having consistently low prices instead of enticing shoppers with periodic sales. JCPenney explains:

“Rather than inundating the customer with a relentless series of sales, coupons, rebates and retail gimmicks, JCPenney will host 12 promotional events each year, on a monthly calendar. Each month will include even better values on the things customers are looking to buy during the month and a host of exciting products and services that are unique to the month."

JCPenney's new CEO, Ron Johnson, joined the company from Apple in November and with his new vision for the retailer, there will be many more exciting changes to come. These changes include a new logo and a remodel of every store over the next four years, as well as adding a series of 80 to 100 brand-specific shops.

Carla Snuggs is a freelance writer for Endless Beauty.