The Backstreet Boys and JCPenney Unite for a Cross-Promotional Holiday Jamboree

Show me the meaning of being festive


A pessimist might argue both department store chain JCPenney and pop group Backstreet Boys’ best days are behind them. That, in turn, may explain why the retailer enlisted the boy band—along with E! Entertainment host Naz Perez and makeup artist Piper Nelson—for its first-ever Live Holiday Spectacular.

The event, which streamed on Facebook for about 80 minutes on Dec. 1, has since generated 684,000 views. (Livestreaming was, of course, one of Adweek’s retail predictions for 2022 (and 2021), but whether it has yet lived up to the hype is debatable.)

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