The Bon-Ton Stores, Inc. Proud to Support March of Dimes Imbornto ® Campaign for Mother’s Day and Father’s Day

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The Bon-Ton Stores, Inc. Partners with March of Dimes.

The Bon-Ton Stores, Inc. (NASDAQ:BONT) which includes Bon-Ton, Boston Store, Bergner’s, Carson’s, Elder-Beerman, Herberger’s and Younkers stores, is working with the March of Dimes from April 26th through June 16th for Mother’s Day and Father’s Day to support the Imbornto® campaign. The Mission of the March of Dimes is to improve the health of all babies by preventing birth defects, premature birth and infant mortality. The March of Dimes Imbornto ® Campaign is promoting awareness to help babies be born strong and healthy - their motto is “Every baby is born to do something great.” Through the relationship, Bon-Ton Stores has partnered with the March of Dimes on a national level for the first time to raise funds to support their mission; the goal is to raise over $100,000.

Brendan Hoffman, President and CEO, The Bon-Ton Stores, Inc. said, “The March of Dimes funds so many vital initiatives to help newborns and infants. All of us at the Bon-Ton are pleased that our customers and associates will be able to help make a difference this Mother’s and Father’s Day to support this extremely worthwhile cause.”

In Store and Online
Customers will have the ability to participate in raising awareness by making a $3 donation in store throughout the duration of the campaign. In return for a donation Bon-Ton will give customers a $10 off $25 coupon. Online at http://www.bonton.com, customers who donate $3 will receive a promo code for 25% off their regular or sale purchases. In addition, Laura Ashley, which is a private brand at Bon-Ton, has pledged to donate 10% of sales from its women’s clothing collection throughout the campaign, up to $6,000. Another Bon-Ton private label brand, Ruff Hewn, will donate 10% of sales from men’s clothing collection throughout the campaign, up to $5,000.

Digital Media

Celebrate Mom:
On Facebook, fans can enter our Celebrate Mom sweepstakes for a chance to win flower delivery every month for an entire year for Mom along with a $150 Bon-Ton gift card. Five lucky winners will also win a $100 Bon-Ton gift card. On Twitter, users can follow @BonTon and retweet using the hashtag #CelebrateMom. Customers can also text “MOM” to 266866 to receive a $10 coupon (See chart for individual Bon-Ton Stores mobile numbers). For each Facebook sweepstakes entry and share, each Twitter follow and retweet, and each text, Bon-Ton Stores will donate $1 to March of Dimes (up to $15,000).

Celebrate Dad:
On Facebook, fans can enter our Celebrate Dad sweepstakes for a chance to win a Char-Broil Gas grill, Omaha Steak Private Reserve Grand Steak package and a $150 Bon-Ton gift card (prize value $600). Five lucky winners will also win $100 Bon-Ton gift cards. On Twitter, users can follow @BonTon and retweet using the hashtag #CelebrateDad. Customers can also text “DAD” to 266866 to receive a $10 coupon. For each Facebook sweepstakes entry and share, each Twitter follow and retweet, and each text, Bon-Ton Stores will donate $1 to March of Dimes (up to $15,000).

Texting Codes by Store Nameplate
266866 – Bon-Ton
266811 - Bergner's
266822 - Boston Store
266833 - Carson's
266844 - Elder-Beerman
266855 - Herberger's
266877 – Younkers

About the March of Dimes
In 2013, the March of Dimes celebrates its 75th anniversary and its ongoing work to help babies get a healthy start in life. About 4 million babies are born each year in the U.S., and the March of Dimes helps each one through research, education, vaccines, and breakthroughs.

The March of Dimes is the leading nonprofit organization for pregnancy and baby health. With chapters nationwide and its premier event, March for Babies, the March of Dimes works to improve the health of babies by preventing birth defects, premature birth and infant mortality. For the latest resources and information, visit marchofdimes.com or nacersano.org. Find us on Facebook and follow us on Twitter.

About The Bon-Ton Stores, Inc.
The Bon-Ton Stores, Inc., with corporate headquarters in York, Pennsylvania and Milwaukee, Wisconsin, operates 272 department stores, which includes 11 furniture galleries, in 24 states in the Northeast, Midwest and upper Great Plains under the Bon-Ton, Bergner’s, Boston Store, Carson’s, Elder-Beerman, Herberger’s and Younkers nameplates. The Stores offer a broad assortment of national and private brand fashion apparel and accessories for women, men and children, as well as cosmetics and home furnishings. For further information, please visit the investor relations section of the Company’s website at http://investors.bonton.com. Facebook.com/BonTon Twitter: @BonTon.

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Christine Hojnacki
Bon-Ton Stores
(414) 347-5329
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