Are you looking for a good sale?
Well, one local store is marking down all of its merchandise by at least 40% for good.
JCPenney says that way shoppers will no longer have to wait for a sale to get the best prices in the store.
For years JCPenney and other department stores have been competing for our attention with commercials and marking down prices.
Starting next month, JCPenney is trying a new strategy by slashing prices of all things in the store by at least 40% for good.
"That sounds amazing. I guess I'll be going there more often," said Erica Crumley.
The company's CEO Ron Johnson told members of the press the store's sales performance has trailed behind that of other stores like Macy's and Kohl's in recent years. Some shoppers think this could be a way to keep the stores from going under.
"They never had anything I really wanted. I went in there once with my mother, besides that I haven't been in there, but I will start going February 1st," said shopper Katrina Harris.
The new promotion will replace hundreds of other sales. Some say it is similar to the marketing strategy of stores like Wal-Mart.
"Retail stores are trying their best to find new ways to bring in new customers to just to bring people in, and that really is the bottom line," said shopper A.J. Harris.
Others say this might bring customers away from other department stores.
"Oh definitely because everybody's already looking for a bargain," said Heather Shipman.
Still, some shoppers are skeptical it will not be any better than ads from the past.
"I don't know how long that will last either if they continue to take such a price drop and maybe nobody comes. I don't know what would happen. They may end up shutting down. Who knows," said Crumley.
The new changes will take effect in stores on February 1st.