For recent years, Stephanie Lugo and Jose Irizarry made JCPenney the first stop on Black Friday.
The embattled retailer would typically give out coupons at the door that would save them ranging from $10 and $500.
This year, these were disappointed to find that there have been no coupons available.
“I’m very surprised and annoyed,” Lugo said outside the midtown Manhattan area. She added that the prices were good enough for her to create some purchases, but that she “absolutely” could have shopped on the web if she knew she would have a different experience this year.
Related: Crucial holidays begins for battered retailers
JCPenney (JCP) is among the many vendors struggling to remain afloat as Amazon lures away shoppers with low prices and hassle-free looking. On Black Fri, which is expected to become the busiest evening of the year for brick-and-mortar retailers, the department retail store could reap the benefits of a smooth operation. But the new coupon insurance policy seems to have baffled its customers.
On Twitter, JCPenney has already established to explain to frustrated shoppers the way the coupons work.
During our Black Fri sale, our prices are so low that simply no coupon is required! Credited to this any additional promotional rewards coupon will not apply. Make sure you DM us assuming you have additional questions! – Request JCPenney (@askjcp) November 24, 2017
At the moment that promotion isn’t valid from 11/19-11-24 with this Black Friday Deals. We apologize for the inconvenience and misunderstandings this has caused. You are a lot more than welcome to employ your coupon after 11/24 when it becomes active again. Have an excellent day! – Request JCPenney (@askjcp) November 24, 2017
With our current Black Friday deals, coupons will never be active at the moment. We apologize for just about any inconvenience. You may make reference to the exclusions & details of the coupons such as that coupons cannot be used on https://t.co/4nK6vRLhRe during Dark Friday events. – Request JCPenney (@askjcp) November 24, 2017
There’s a reason persons are struggling to create feeling of JCPenney’s new program.
This past year, shoppers received coupons when they visited the retailer on both Thanksgiving and on Black Friday and could utilize the coupons once Black Fri mark downs expired.
This year, coupons were handed out on Thursday, and you will be handed out again on Saturday. But no coupons are for sale to Black Friday itself.
Related: Lowe’s website goes down temporarily on Black Friday
JCPenney representative Kate Coultas explained that this year, Black Friday bargains started on Thanksgiving and remained set up through Friday nights. Previously, those Black Fri bargains started on Thanksgiving but expired previously Friday and coupons served as a way to give shoppers a break on the purchases.
It’s not a great time for JCPenney to disappoint customers. In October, the merchant warned that it will lose twice as much money since it had expected to this quarter.
Penney has lost $242 million in the first six months of this fiscal year. And while it did have the ability to post a narrow $1 million profit this past year, that came after a string of five straight shedding years where it lost a total of $3.5 billion.
The chain also closed 127 stores during the second quarter, a lot more than 10% of its spots.
— CNNMoney’s Chris Isidore contributed to this report.