JC Penney, Kohl’s Go Head-To-Head Against Amazon Prime Day With Their Own Sale

JC Penney and Kohl’s (KSS) are the latest retailers to jump on the Amazon Prime Day bandwagon by holding their own sales events.

JC Penney made the announcement on Monday, saying that it was kicking off the holiday shopping season in mid-October with “new brands and amazing deals.” As part of its newly announced Cyber Days, JC Penney will hold its sale from Monday to Wednesday. Amazon Prime Day is being held Tuesday and Wednesday.

JC Penney, which filed bankruptcy in May, said it is offering more than 1,000 deals with up to 60% off some items. The company has partnered with top brands such as Sharper Image, PowerXL, Pure Enrichment, Cuisinart, Lego, Mattel, Fisher-Price, and Disney to offer deals to customers through the holiday season.

“It’s especially important to bring personal traditions into focus this holiday season, and we encourage shoppers to rely on JC Penney for all they need to make the holidays meaningful and memorable,” Jill Soltau, CEO at JC Penney, said in a statement.

“JCPenney is a true authority on quality and value for everyone’s holiday shopping list. We have been working to secure partnerships with new national brands and to expand our product offerings as part of our efforts to provide compelling merchandise and deliver an engaging shopping experience to our customers,” she added.

Kohl’s is also looking to go head-to-head against Amazon Prime Day by holding its own sales online and in-stores. Its deals will continue through December and offer discounts on brands offered at Kohl’s, including its newly added lines with Lands’ End, Lauren Conrad Beauty, TOMS, and Curated by Kohl’s collection.

Kohl’s said it will offer 5% Kohl’s Cash as part of its rewards program and other Kohl’s Cash opportunities throughout the holiday shopping season. The retailer also offers drive-up and in-store pickup service for orders placed online. Kohl’s also takes back Amazon returns at no charge to consumers.

“With customers starting their shopping earlier than ever this year, the holidays are already underway at Kohl’s and we’re excited to offer a holiday assortment that speaks to how our customers are living today,” Doug Howe, Kohl’s chief merchandising officer, said in a statement.

“On top of our strong portfolio of national and proprietary brands, we are leaning into the product categories that are resonating most with our customers including all things cozy and comfort, home, active, and toys, and adding new brands that will excite and inspire our customers,” he said.

Walmart and Target have also announced sales that coincide with Amazon Prime Day. Walmart is holding its Big Save sale through Thursday while Target’s Deal Days starts on Tuesday and runs until Thursday.

Shares of Kohl's were trading at $21.55 as of 1:11 p.m. EDT, up 1 cent of 0.07%.