The recent resurgence of awkward holiday photos has captivated younger generations, notably Gen Z, through JCPenney Portrait Studios, revitalizing an old tradition with a modern twist.
In 2024, the awkward holiday photo trend comprised 30% of all holiday sessions at JCPenney Portrait Studios, highlighting its substantial appeal. Brandon Van Houten, a marketing professional, recounted his experience with the trend at the Ocean County Mall in Tom’s River, New Jersey. Despite the initial skepticism about taking photos at JCPenney, he and his girlfriend Cassandra DiFabio embraced the style and participated in a quirky Superman pose. Their TikTok post led to playful engagement from JCPenney Portraits, showcasing the studio’s understanding of connecting with a younger audience on social media.
Although JCPenney no longer owns the studios, having sold them to Lifetouch in 1983, the partnership remains significant. Lifetouch, now under Shutterfly Inc. since 2018, rents studio space from JCPenney, contributing to increased foot traffic in the retail locations. This synergy has boosted JCPenney’s brand presence among new customers while Lifetouch capitalizes on the viral trend.
Studio photographer Linda, operating in the high-demand Northeast region, noted that her location handles over 100 sessions daily during the holiday season. She credits the trend’s viral success on TikTok for drawing the crowds, with numerous viral posts under hashtags #JCPenney and #JCPenneyPortraits showcasing clients’ experiences. One such session featured Samantha Colon and her husband, resulting in substantial viewership and their intention to continue the tradition for other holidays.
@brandonv_ Christmas Cards Coming Soon @jcpenneyportraits @JCPenney#jcpenneyphotoshoot#jcpenney #jcpenneychallenge#jcpenneyportraits#awkwardjcpenneyphotos
♬ Just the Two of Us (feat. Bill Withers) – Grover Washington, Jr.
Inspired by social media, Jenny Powers and her family explored this trend for themselves. Despite the long wait, the experience was enjoyable and provided a unique way to bond over nostalgia. Their session, longer than initially planned, involved a mix of their Pinterest-inspired poses and direction from the studio photographer.
Emilee Feneis, director of marketing performance for Lifetouch, emphasized that attracting Gen Z through these studios is a strategic move to secure lifelong customers. The trend, although surprising, has seen a 90% uptick in sessions during the holiday months, with 30% featuring the awkward family style. Lifetouch’s engagement on platforms like TikTok further cements their growing relationship with younger consumers.
The quirky, nostalgic appeal of awkward holiday photos has successfully redefined portrait sessions, bringing together families and connecting with a new generation. Through this, JCPenney Portrait Studios by Lifetouch have reinvented a classic experience, ensuring its relevance and enjoyment for years to come.
Source: Businessinsider
