We saw this coming, ever since JCPenney CEO Ron Johnson’s stupid policy to court homosexuals by hiring Ellen Degeneris to be the family store’s spokeslesbian, and featuring lesbians (two moms) and gay men (two dads) in its Mother’s Day and Father’s Day ads.

The text in the above Mother’s Dad ad says: Wendi with her mom Carolyn, daughters Raven and Clover, and partner Maggie.

The Father’s Dad ad, published in JCPenney’s June 2012 catalog, reads: “Real-life dads, Todd Koch and Cooper Smith with their children Claire and Mason.”

Why was the policy stupid?

Because the policy alienated many Christians, who still comprise a majority of the U.S. population, whereas homosexuals are a mere 2% of the population.

Although JCPenney finally but belatedly fired Johnson, the damage was done.

The proof is in  JCPenney’s stock performance. (Click chart to enlarge)

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View the full NYSE:JCP chart at Wikinvest

When Ron Johnson took over the company’s leadership in November 2011, JCPenney’s stock value at first rose, to its highest in February 2012. ButFebruary was also when Johnson hired Degeneris to be company spokeslesbian. Note how JCPenny’s stock value began declining after February 2012, with a steep plunge in May. What festive day is in May? Why, Mother’s Day of course.

Krystina Gustafson reports for CNBC, Jan. 15, 2014, that the struggling department store J.C. Penney announced today it will close 33 underperforming stores and slash 2,000 jobs, in a measure it says will generate annual savings of approximately $65 million.

Penney shares fell 0.9% to $6.95 in after-hours trading.

JCPenney CEO Myron Ullman said: “As we continue to progress toward long-term profitable growth, it is necessary to reexamine the financial performance of our store portfolio and adjust our national footprint accordingly.”

Blah. Blah. Blah.

Here are the 33 stores that will be closed, arranged by the states they’re in:

1. Alabama: Selma Mall, Selma
2. California: Arrow Plaza, Rancho Cucamonga
3. Colorado: Chapel Hills Mall, Colorado Springs
4. Connecticut: Meriden Square, Meriden
5. Florida: Lake Square Mall, Leesburg
6. Florida: Gulf View Square, Port Richey
7. Iowa: Muscatine Mall, Muscatine
8. Illinois: Stratford Square Mall, Bloomingdale
9. Illinois: Hickory Point Mall, Forsyth
10. Indiana: Five Points Mall, Marion
11. Indiana: Market Place Shopping Center, Warsaw
12. Maryland: The Centre at Salisbury, Salisbury
13. Michigan: Westwood Plaza, Marquette
14. Minnesota: Northland Mall, Worthington
15. Mississippi: Singing River Mall, Gautier
16. Mississippi: Natchez Mall, Natchez
17. Montana: Butte Plaza Shopping Center, Butte
18. Montana: N/A, Cut Bank
19. North Carolina: Vernon Park Mall, Kinston
20. New Jersey: Burlington Center, Burlington
21. New Jersey: Phillipsburg Mall, Phillipsburg
22. Ohio: Wayne Towne Plaza, Wooster
23. Pennsylvania: Exton Square Mall, Exton
24. Pennsylvania: Laurel Mall, Hazleton
25. Pennsylvania: Washington Mall, Washington
26. Tennessee: Northgate Mall, Chattanooga
27. Virginia: Bristol Mall, Bristol
28. Virginia: Military Circle Mall, Norfolk
29. Wisconsin: Forest Mall, Fond Du Lac
30. Wisconsin: Janesville Mall, Janesville
31. Wisconsin: Lincoln Plaza Center, Rhinelander
32. Wisconsin: Cedar Mall, Rice Lake
33. Wisconsin: Wausau Mall, Wausau

See our previous posts on JCPenney:

• “Will there be a JCPenney a year from now?,” Sept. 28, 2013.
• “JCPenney is still sinking,” Aug. 1, 2013.
• “JCPenney now apologizing to customers,” May 2, 2013.
• “JCPenney tanks from new pro-gay policy,” July 12, 2012.
• “Something is rotten at J C Penney,” June 2, 2012.

~Eowyn

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Dr. Eowyn is the Editor of Fellowship of the Minds.