J. C. Penney Company, Inc. reported that its comparable store sales for the four-week period ended Feb. 26, 2011, increased 6.4%, with all divisions reporting an increase over last year.  Women's apparel and accessories, children's apparel, and fine jewelry reported the strongest results for the month. 

Geographically, all regions experienced comparable store sales gains with the northeast and southwest regions delivering the best performances.  Total company sales in February increased 2.7%.

The company's compelling Valentine's Day gift assortments for all ages, lifestyles, and budgets, fresh spring merchandise and industry-leading customer service drove performance in February. 

Top-selling items included fashion jewelry, intimate apparel, bridal jewelry collections under the new Modern Bride concept, and the spring collection of Liz Claiborne apparel and accessories. 

The company's Sephora inside jcpenney beauty boutiques also continued to be a popular destination, and coupled with continued strength in women's accessories and fashion merchandise, reflect the success of the company's focus on enhancing the center core of its stores.

Continuing the momentum underway at jcp.com, sales were strong throughout the month, increasing 11.8 percent with gains in home, fine jewelry and children's merchandise.  This reflects enhancements to the merchandise mix on jcp.com as well as ongoing improvements to the online shopping experience.

Preliminary February Sales Summary


($ in millions)
















Total Company Sales


% Increase/(Decrease)



for period ended


Total Sales


Comp Stores



Feb. 26,


Feb. 27,











2011

2010

2011


2010


2011


2010















4 Weeks

$      1,214


$      1,182


2.7


1.5


6.4


1.2