JC Penney, is an American department store chain operating 669 stores across 49 U.S. states and Puerto Rico. In 2012, JC Penney got rid of all sales, discounts and coupons to institute the "Fair and Square" pricing policy. The consumers hated it, the company's stock plummeted, the CEO was fired, and they had to revert back to inflating prices so people would be tricked into thinking the 'sales' were actually a good deal.