RZT-ad (AP) — J.C. PENNEY'S STOCK PLUNGE: Shares of J.C. Penney plummeted nearly 13 percent, or $2.67 per share, to close at its lowest price since the depths of the recession in 2009.

BEHIND THE STOCK PLUNGE: The drop follows Standard & Poor's move Friday to lower Penney's credit rating deeper into junk status. That same day, the company reported its third-consecutive quarter of big losses and sales declines.

WHAT'S NEXT: Analysts say that Penney needs to slow the sales declines within the next six months. Key will be how Penney fares during the crucial holiday shopping season, which can account for as much as 40 percent of stores' annual revenue