Business

J.C. Penney Surrenders To Snow Globe Enthusiasts After Yearlong Battle

When J.C. Penney executives decided against giving away free Disney snow globes last year, they probably didn't realize what they were getting themselves into.

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J.C. Penney has faced a lot of criticism from customers in the past two years for changes made under former chief executive officer Ron Johnson, most of which the current CEO is trying to undo.

But perhaps none have been more passionate than the snow globe contingent.

A group of shoppers has been hounding J.C. Penney for nearly a year to bring back the Disney snow globes it has given away on Black Friday for the past decade. Johnson halted the tradition in 2012 in favor of a promotion around free buttons, spurring a small protest that hasn't let up since.

And this weekend, it succeeded. J.C. Penney said late Saturday that it will be giving away snow globes again, after hinting at the change earlier in the day on Twitter. Below, the tiny consumer uprising you probably never knew was happening. Let it snow, snow globers.

"If you are as upset as I am about JCPenney's lack of a free snow globe this year, please like this page. The goal is to make sure that this is a one-time mistake on their part and that we will have snow globes again Black Friday 2013!!!"

Via Facebook: BringBackTheSnowGlobesJcPenney

The page, started by a woman in Tennessee who collected them with her late mother, had 543 likes as of Oct. 13.

Unfortunately, it received fewer signatures than Likes on the group's Facebook page. The community was relatively dormant for months.

But! The movement gained renewed vigor in May, after Johnson was replaced by former CEO Mike Ullman. J.C. Penney asked shoppers to return and solicited feedback with a "#JCPlistens" campaign. The snow globers seized this opportunity.

In the past month, a J.C. Penney mailing said 2012 snow globes would be made available to its "best cardmembers," upsetting many in the group. Some with a card didn't get the mailing.

That made the news of Oct. 12, 2013, all the more significant. Could it be?

We’ve got a big announcement coming later today. Any guesses? (Here’s a hint: shake, shake, shake!)

JCPenney

@jcpenney

We’ve got a big announcement coming later today. Any guesses? (Here’s a hint: shake, shake, shake!)

/ Via

It was. The battle had been won.

They’re back! Get your free snow globe on #BlackFriday in store, while supplies last. #jcpListens

JCPenney

@jcpenney

They’re back! Get your free snow globe on #BlackFriday in store, while supplies last. #jcpListens

/ Via

@jcpenney hallelujah! Hallelujah!! Just made it up to me and my family and our ruined traditions, from your stupidity last year! Thanks!

abbymichaels2011

@abbymichaels

@jcpenney hallelujah! Hallelujah!! Just made it up to me and my family and our ruined traditions, from your stupidity last year! Thanks!

/ Via

Still, there is no pleasing everyone...

@jcpenney what do we do about last year! #wahh

Stefanie

@itsSTEF_A_KNEE

@jcpenney what do we do about last year! #wahh

/ Via

@jcpenney YEEEEEES!!!!! but can you please give me one from last year? Please?

Nick

@USFBULLSGUY

@jcpenney YEEEEEES!!!!! but can you please give me one from last year? Please?

/ Via

Sapna Maheshwari is a business reporter for BuzzFeed News and is based in New York. Maheshwari reports on retail and e-commerce.

Contact Sapna Maheshwari at sapna.maheshwari@buzzfeed.com.

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