Snapshot of J.C. Penney under same-sex marriage crusade
February 2012
JCP announces Ellen DeGeneres as their new spokesperson.
Stock price: $41.32
May 2012
JCP launches catalog ad featuring two "gay" moms.
Stock price falls to $35.67
June 2012
JCP launches catalog ad featuring two "gay" dads.
Stock price falls to $25.83
July 2012
JCP stock rated "junk" by S&P. JCP fires marketing exec.
Stock price falls to $20.02
