America After 3 PM Survey of 30,000 Households, Sponsored by the JCPenney Afterschool Fund, Shows Marked Increase in Demand for Afterschool

Coinciding with America After 3 PM, an extensive study demonstrating that availability of afterschool programs is not keeping pace with rising demand, JCPenney is inviting customers to help support this critical issue through its Round-Up program. From now through Oct. 25, JCPenney customers will have the opportunity to “round-up” their JCPenney purchases to the nearest whole dollar and donate the difference to provide children in need with access to life-enriching afterschool programs in their communities. Sponsored by the JCPenney Afterschool Fund, America After 3 PM provides key measures regarding the current supply and demand of afterschool programs, as well as the public’s attitude toward them - in time for the Company’s Round-Up program.

“Access to afterschool programs continues to be a major concern for America’s families and our ‘Round-Up’ program is an easy way for customers to be part of the solution,” said Michael Theilmann, chief human resources and administration officer for JCPenney and chairman of the JCPenney Afterschool Fund. “Despite the progress that has been made in the Afterschool movement, the data shows the opportunity for our country to do even more to support the rising need and demand for Afterschool programs. By simply rounding up their purchases, customers can join us in our strong commitment to provide children with life-enriching opportunities that foster their academic, physical and social development.”

In partnership with the Afterschool Alliance, the JCPenney Afterschool Fund has released America After 3 PM: A Household Survey on Afterschool in America - the most in-depth study ever done to explore how America’s children spend their afternoons. High-level details of the survey state that the number of children left alone after the school day ends has risen to 15.1 million (26 percent of school-age children) - an increase of 800,000 children since the 2004 edition of the study, which was also sponsored by the JCPenney Afterschool Fund.

Other key findings from America After 3 PM include:

• The availability of afterschool programs has improved in the last five years, and families are taking good advantage. But availability is not keeping pace with rising need and demand. The number and percentage of children participating in afterschool programs has increased significantly in the last five years, with 8.4 million children (15 percent) now participating. That compares with 6.5 million children in 2004 (11 percent). But the parents of 18.5 million children (38 percent) not currently participating in an afterschool program would enroll their children in a program if one were available to them, a significant increase from the 15.3 million (30 percent) seen in 2004.
• Americans believe afterschool programs work and support them. The vast majority of parents of children in afterschool programs are satisfied with the programs their children attend, and overall public support for afterschool programs is similarly strong. Nine in 10 parents (89 percent) are satisfied with the afterschool programs their children attend. Eight in 10 parents support public funding for afterschool programs.

The full America After 3 PM report is available online at www.jcpenneyafterschool.org.

Sponsoring the America After 3 PM study and the Round-Up program are a few of the initiatives led by JCPenney to help increase the accessibility of afterschool programs across the country. As one of the leading corporate advocates of the Afterschool issue, JCPenney has helped build the national afterschool infrastructure and provide innovative programming in local communities - preparing children for college, work and life.

In 2008, the JCPenney Afterschool Round-Up program generated $3.3 million in contributions to afterschool programs nationwide. Each year, 100 percent of the Round-Up proceeds are given directly to local afterschool programs in the more than 1,100 communities where JCPenney has stores.

About JCPenney

JCPenney is one of America''s leading retailers, operating 1,109 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation''s largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company''s commitment to providing customers with style and quality at a smart price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $18.5 billion in 2008 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney''s "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company''s approximately 150,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.

About The JCPenney Afterschool Fund

The JCPenney Afterschool Fund is a charitable organization committed to providing children in need with access to life-enriching afterschool programs that inspire children to be smart, strong and socially responsible. To date, JCPenney and the JCPenney Afterschool Fund have contributed more than $80 million to local afterschool programs in every JCPenney community through partnerships with the YMCA of the USA, Boys & Girls Clubs of America, National 4-H and United Way of America. For more information, visit www.jcpenneyafterschool.org.

Contacts:

JCPenney Corporate Communications
Quinton Crenshaw, 972-431-3400
jcpcorpcomm@jcpenney.com