For the last few years, plenty of shoppers have made department store giant J.C. Penney their first stop when shopping on Black Friday.
The struggling retailer would typically hand out coupons as one entered its stores that would save shoppers anywhere from $10 to $500.
Those same customers that return each Black Friday were disappointed this year to find when they arrived that no coupons were available.
One shopper said she was both annoyed and surprised and added that prices were still good enough that she did purchase some items, but that she would have stayed home and shopped online if she has known beforehand that this year the coupons would not be available.
J.C. Penney is one of several retailers that are struggling to remain afloat as shoppers are lured away by Amazon with low prices and a hassle-free shopping experience in your own home.
Black Friday was expected to be the busiest one day of the full year for the traditional brick and mortar stores and J.C. Penney could have benefitted from a smoother start.
However, the new policy for coupons seems to have created confusion for many. There is a reason that people have struggled to figure out the new systems at J.C. Penney.
In 2016, shoppers were given coupons as they entered stores on Thanksgiving Day and Black Friday and were able to use the same once the mark downs had expired for Black Friday.
However, this year, the coupons were given out Thursday, and are going to be handed out once more on Saturday, but no coupons were available on Black Friday.
A representative for J.C. Penney said that in 2017, deals for Black Friday started Thanksgiving and remained in place until the end of Friday. On previous occasions, the deals for Black Friday started Thanksgiving but expired earlier Friday and coupons were the best way for shoppers to get a break on purchasing.
This is not a great time for the retailer to disappoint its customers. Last October, the retailer released a warning that it was going to lose twice as much as it originally expected during the current quarter.
Penney has lost over $242 million during the first six month, and while it managed to post a narrow profit of $1 million in 2016, that came following a series of five straight years of losses that totaled over $3.5 billion.