The company apparently "marks down" prices on items that were less expensive before the sale.
JCPenney CEO's road to unemployment line
Jc Penney 2014 TV Commercial Ads - New 6 Ads
Inside JCPenney's makeover - Fast Forward
JC Penney employees speak on 'Today Show'
Ellen DeGeneres and JCPenney Flash Mob
Ellen Addresses Her JCPenney Critics
Extra Credits: The J.C. Penney's Effect
Web Exclusive: JCPenney Outtakes
JCPenney Interview - Retail Associate