Last year, I bought Arizona t-shirts for $5. Those shirts are the April “month-long values.” They are $9. My impression is that prices have mostly gone up. The people who comment on JCPenney’s facebook posts have the same impression. I’m sure there are a few examples that JCPenney could use to say the prices have gone down, but these ads are surely aimed at people who didn’t shop there before.
On the other hand, the prices are much easier. Yesterday I went to Old Navy to buy swim trunks I saw on sale on the website. I am skeptical of Old Navy swim trunks because in the past they have been very very long, so I wanted to see them in person before buying them. The website said they were $10. In the store, I saw a sign near them that said $19.50. I saw another sign that said $5. The price tag said $19.44. And nowhere did it say $10. I was going to risk it, but I waited in line for about 10 minutes and had second thoughts. I didn’t want to risk $20. Old Navy could learn a lot about how make prices make sense from JCPenney. And JCPenney could learn how to have swim trunks I would buy from Old Navy.