JC Penney Co. Inc. announced the launch of its Cyber Days on Monday shopping event to kick off the holiday season. Extending through Oct. 14, the event will overlap with Amazon.com Inc.'s /zigman2/quotes/210331248/composite AMZN -0.74% delayed Prime Day event, which is expected to drum up nearly $10 billion in sales. JC Penney will also offer Black Friday promotional pricing through the month of November. JC Penney filed for bankruptcy in May. Groupon Inc. /zigman2/quotes/207356672/composite GRPN +3.67% has also announced discounts on deals for local businesses. And Target Corp. /zigman2/quotes/207799045/composite TGT -0.11% is offering its own Deal Days. J.C. Penney shares have lost more than 78% of their value for the year to date while the S&P 500 index /zigman2/quotes/210599714/realtime SPX -0.91% has gained 9.7% for the period.