J.C. Penney Sales Will Be Lower for Rest of the Year … And Then What?

In the first half of fiscal 2012, J.C. Penney's sales dropped 21.3 percent, or $1.7 billion. At an investor conference today, the company's chief financial officer indicated that the rest of the year will be consistent with that of the first half, or another 20 percent. This is in harmony with my forecast published here on Aug. 1. At this pace, the drop will total over $3 billion for the full year. While earnings will also be lower, the company reiterated its view that cash will build to $1 billion at year-end.