New York (KTNV) -- Like it or not, the holiday shopping season is underway.
JCPenney is launching a new marketing campaign this week called "Jingle More Bells."
The retailer's strategy hopes to drive more traffic into stores and restore faith in the brand with six weeks of promotions.
That's a switch from Penney's emphasis on every day low prices.
The first spot will feature a version of "Santa Baby" where carolers urge Santa to slip a discount under the tree.