Their niche?
Well, in their advertisements, there is a lesbian couple with some kids.
That has guaranteed that my Mother-in-Law will no longer shop there.
You might miss her JCP. She came from a family of 14 kids and was raised in a mill village. She has been dirt poor and didn’t even live in a house with indoor plumbing until the early 1970s when she married a young man who had 12 siblings and they had a good year in cotton and could afford to pay for it. She would scrimp and save until she had enough money to buy many, many items from the JC Penney’s catalogue that she and her sisters would pore over for hours. She is a Christian who tithes more than 10% and is ready, along with all our neighbors, to lend a hand to all in need.
But go for the gay money. That’ll keep ya afloat.
And, FYI, the last time we went in JCP to redeem her $10 gift card that JCP sent to her for her birthday, the store was EMPTY. Maybe Ellen will spend enough there to keep you open.
Great story about your MIL.
I’m old enough to remember poring over the JCP (and Sears) catalog. The arrival of the thick CHRISTmas catalog, was nothing less than a watershed event in our household.