SHERMAN, TX - JC Penney is turning 110 this year and to celebrate they're offering a new "Fair and Square" deal for their customers

If you've ever been heartbroken, because you missed a big sale or let a coupon expire, JC Penney says those worries are yesterdays news.
From now on, their pricing will be "Fair and Square."

"I'm a JC Penney-aholic and I usually save my birthday coupon and then the 10 dollar off coupon." said shopper, Glenda Ghozeil.

But JC Penney says starting February 1st they're doing away with coupons, mailers, and all the confusion.

"It's just so much easier for the customer, we've simplified everything." said Sherman store manager, David Spinks.

The popular retailer is turning 110 this year, so they decided it's time for a fresh start. They say the new "Fair and Square" pricing plan will help put an end to the confusion of multiple promotions, percent-off sales, and coupons. Last week they announced they were permanently marking down all merchandise by at least forty percent.

"The prices that you normally paid with coupons and making you come in on Saturday morning and jumping through hoops on a one day Wednesday sale and we filled your mail box up with coupons and mailers, you get that price every day now." said Spinks.

From now on the chain will simply offer 3 prices. "Every Day." "Month Long Value." and "Best Price."
Sherman shopper Grady Cox says he thinks his wife is going to love it.

"She always worries that I bought this today, it may be on sale tomorrow for less, so this may be a good thing." said Cox.

"So much more easier to understand, you're not trying to find a price, it's very well laid out there in front of you." shopper, Debbie Edgett said.

"You don't have to second guess whether you buy something and next week it's going to be half off the price that it was this week, you know you got the best deal." said shopper, Glenda Ghozeil.

They also have a new "Happy Returns" policy, so shoppers can bring back anything, at any time, to any store, even without the receipt.