Struggling department store operator J.C. Penney (JCP) shares fell 5% in afternoon trading Friday after UBS analysts said holiday sales will be less than expectations. UBS analyst Michael Binetti downgraded Penney from neutral to sell and lowered JCP's price target from $21 to $13. He sees same-store sales falling 28% vs. a previous estimate of a 20% decline. Last year Penney revamped its marketing and sales model under new CEO Ron Johnson. The