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Exclusive: JC Penney postponing store closures and liquidation sales

CNBC logo CNBC 4/13/2017 Courtney Reagan

Maybe it's the memories that are bringing shoppers out to the closing J.C. Penney (JCP) stores.

No matter the reason, shoppers are coming out.

As a result, the retailer has postponed the liquidation sales and closure dates for the 138 stores it plans to shutter this year, the company told CNBC exclusively.

"Ever since the company announced its store closure list, those stores have seen better-than-expected sales and traffic," J.C. Penney spokeswoman Daphne Avila told CNBC. "This is not an uncommon response when you announce a store closure. Local shoppers will come out for a variety of reasons – some out of nostalgia and some who are just looking for a great deal."

Therefore, it's "prudent to continue selling through our spring and summer merchandise at the current promotional levels and begin our liquidation sale a month later than originally planned."

The liquidation will now begin May 22 instead of April 17 as originally scheduled.

The stores are still closing — just later. The new store closure date of July 31 is about six weeks later than J.C. Penney originally planned.

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