Sue Jackson

After a disastrous rollout of an everyday low pricing model, J.C. Penney is now facing more controversy as it changes its prices yet again. The company is defending its return to coupons and discounts, saying they're popular with consumers. Yet the Plano, Texas-based retailer has been caught putting more expensive price tags on top of cheaper ones. "That's awful," shopper Sue Jackson said when News 8 showed her a men's shirt with a $50 sticker hiding a $30 price. "I never thought they would do that, especially after all the trouble they just had."