PLANO, Texas (Nov. 1, 2010) – J. C. Penney Company, Inc. (NYSE: JCP) and The Salvation Army have joined forces again this holiday season to give joy to even more children and seniors in need through an online Angel Giving Tree program. The Salvation Army Angel Giving Tree online presented by JCPenney builds on the legacy of an annual Christmas tradition that provides clothing, special-needs gifts and other wish list items to kids and senior citizens. As the exclusive online destination for adopting Salvation Army Angels, allows customers to select an Angel anywhere in the U.S. — making it easier than ever to buy and ship their Angel gifts free from the convenience of their home, office or anywhere in the world.

“In the first year of introducing this program online, nearly 40,000 Angels from across the country were adopted last Christmas,” said Thomas M. Nealon, group executive vice president. “Now, more than ever, customers want to make a difference during the holidays. JCPenney has made it easier for customers to give back in a meaningful way and we feel confident that support for those less fortunate will only continue to grow.” Created in collaboration with Akamai Technologies, Sapient and Tata, the online Angel Giving Tree program allows customers to adopt an Angel at and request an Angel by location, age range and gender. An Angel who matches the criteria will be e-mailed to the customer along with a list of requested items. Supporters have the convenience and flexibility of purchasing gifts at, in JCPenney stores or at any retailer they choose.

With program support from UPS, Angel Giving Tree gifts purchased through can be shipped free of charge to the corresponding Salvation Army collection center. The confirmation e-mail will also include a link to drop-off locations in the recipient’s area and ship-to addresses for online orders placed at or at other retailers. In order to ensure delivery by Christmas, adoptions and online purchases must be made before Dec. 10. Supporters may also purchase JCPenney Gift Cards through Dec. 14, which will be delivered to Angels so they can buy an item on their wish list. “The Salvation Army is preparing for what is expected to be another record number of families seeking help this Christmas,” said Major George Hood, national community relations and development secretary for The Salvation Army. “With the need greater than ever, we appreciate JCPenney’s commitment to continue this program so that more children and seniors living in poverty can experience the joy that one small Christmas gift can bring.”

Promotional EffortsTo generate greater awareness for online adoptions, JCPenney will air new television spots inviting the public to give back this holiday season by supporting the many Angels who might not otherwise receive a gift this year. The marketing campaign will also incorporate social networking through a customized Facebook application that allows JCPenney fans to access the Angel Giving Tree website as well as adopt, share their stories and invite others to join the cause without ever leaving Facebook. Building on the sponsorship collaboration with musical artists Rascal Flatts, JCPenney will sell their newest album “Nothing Like This” starting Nov. 16. The CD will sell for $9.99 with $1 from each sale benefitting The Salvation Army, whose mission is to meet basic human needs without discrimination.

JCPenney’s support of the Salvation Army is a reflection of the Company’s commitment to community involvement based on a social responsibility platform known as JCPcares. For detailed information regarding JCPcares initiatives, visit

About JCPenneyJCPenney, one of America’s leading retailers, operates over 1,100 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, Serving more than half of America’s families each year, JCPenney offers a wide array of private, exclusive and national brands which reflect the Company’s vision to be America’s shopping destination for discovering great styles at compelling prices. Traded as “JCP” on the New York Stock Exchange, the $17.6 billion retailer is transforming its organization to support its Long Range Plan strategies to build a sustainable, profitable enterprise that serves its customers, engages its associates and rewards its shareholders.