Introducing Penny James: The JCPenney Fan in All of Us

If you could personify JCPenney – America’s favorite shopping destination for the entire family – what would they be like? Perhaps outgoing, energetic, smart, savvy and stylish? We agree! That’s why JCPenney is thrilled to introduce Penny James as part of its new “Shopping is Back!” campaign. Get to know Penny!

Meet Penny James

Melissa Villaseñor, TV and film comedian and current cast member of “Saturday Night Live,” transforms into Penny, the ultimate All-In Shopping Enthusiast who finds happiness in every corner of JCPenney. With her iconic red lipstick and distinctive red frames, she represents the spirited JCPenney loyalist.

Penny James is your go-to gal for savvy shopping. As a JCPenney superfan, she understands the importance of a good deal when it comes to shopping for herself, her family and loved ones. Penny knows a thing-or-two about getting the best products for the best price, whether she’s shopping in stores and online at

You’ll see Penny throughout videos and graphics sharing all the reasons to love the JCPenney shopping experience, from modeling fabulous outfits, cozying up with plush home products, relaxing with a hair treatment, and buying a pair of sassy, JCPenney-red prescription glasses. She joyously declares, “Shopping is Back!”

See Penny wish JCPenney a happy 120th birthday in the first video spot airing now.

We All Have a Little Penny in Us

Everyone has a JCPenney story. Whether it’s shopping for the perfect prom outfit, getting your first haircut, or taking family portraits, we’ve all been there. These are the memories that bring diverse American families back to JCPenney, year after year. 120 years and counting!

We like to think we’re all a little like Penny James.

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