IMHO...anyone that bought in the last month because "shorts are going to cover" deserves what they got. Unless you know why that short interest is out there (ie. Credit Defaults Swaps, etc)...then you best lie down and wait until the feeling goes away to buy. Shorts are not "squeezed' at the bottom will massive gains.
Just as Telsa shareholders are not worried about a $10 point drop on car fire news when they are up $100 points on their stock. It takes real hard, long term action to shake people out of massive gains. And JCP is not providing anyone with any reason other than to sit on those gains.