JCPenney drops their frequent sales and announces its slashing it regular prices.

The department store began permanently marking down its merchandise by at least 40 percent on Wednesday.

Instead of weekly sales, JCPenney will only have 12 sales each year. Last year, the company had 590 sales.

Kurt Lasse, a manager of JCPenney in Sugarland said the new policy is all about simplicity.

"We were really making our customers jump through hoops to come in and get a good deal," said Lasse.

"We always had a lot of really great deals but we had to come in at 7 in the morning on a Saturday morning for a door buster event or they had to get a coupon to come in or they had to wait for that special ad to come out," he added.

Shoppers said the new pricing policy is exactly what they have been looking for.

"I don't have to watch for the papers to come in the mail," said Rose, a JCPenney shopper for the last 30 years.

KPRC Local 2's Iain Page tried on a suit to compare the savings:

• Tie: $30 on sale; $55 in January
• Stafford dress shirt: $30 on sale; $58 in January
• Slacks: $60 on sale: $120 in January
• Claiborne suit jacket: $110 on sale; $240 in January
• Total cost: $230 on sale; $437 in January

JCPenney is also altering its return policy, allowing returns of any item at any store at any time.