-
Headquarters
1000 Lowe's Blvd., Mooresville, 28117, North Carolina, United States -
Annual Global Sales
$97,059,000,000
Total U.S. Sales
$86.4 billion in fiscal 2023 (ended Feb. 2, 2024)
Total U.S. Stores
1,746 flagship stores across 50 states
U.S. Shopper Count
17 million weekly
Key Facts
- Second largest home improvement retailer in the U.S., capturing 17.3% of spending in 2023, according to Numerator
- Offers a non-traditional loyalty program with 18 million activated cards
- Tied for No. 2 (with Menard's) in J.D. Power 2022 U.S. Home Improvement Retailer Satisfaction Study
- Ranked No. 34 on the 2022 Axios Harris Poll 100 reputation ranking
- In November 2022, Lowe's announced it was selling its Canadian retail business to Sycamore Partners for $400 million in cash
Key Executives
- Chief Executive Officer, President: Marvin Ellison
- EVP. Chief Digital and Information Officer: Seemantini Godbole
- EVP, Chief Financial Officer: Brandon Sink
- EVP, Merchandising: Bill Boltz
- EVP, Pro and Home Services: Quonta Vance
- SVP, Chief Marketing Officer: Jennifer E. Wilson
- EVP, Stores: Joe McFarland III
- EVP, Supply Chain: Margi Vagell
- EVP, Chief Legal Officer and Corporate Secretary: Juliette Pryor
- Division President, West Division: Fred L. Stokes
- Division President, South Division: Joel O. Cogdell
- Division President, North Division: Bryan G. Audiss
- SVP, Corporate Finance & Treasurer: Ryan Grimsland
- SVP, Tax and Chief Accounting Officer: Clay Griggs
- SVP, General Merchandising Manager, Hardlines: J. Todd Bleckley
- SVP, Global Merchandising: Sarah Dodd
- SVP, Store Merchandising: Del Dryden
- SVP, Online: Mike Shady
- SVP, Store Operations: Vincent Scalese
- SVP, Inventory, Replenishment & Planning: Mike Sablowski
- SVP, Pro Services & International: Anthony T. (Tony) Hurst
- SVP, General Merchandising Manager, Home Decor: Margi Vagell
- SVP, Supply Chain Transportation and Final Mile: Kelvin Dedner
- Market Position and Strategy Overview
- Must-Know Terms
- Promotional Strategy
- Merchandising
- Collaborative Alliances
- Displays and Signage
- In-Store Media
- Store Formats/Growth
- Special Departments/Services
- Customer Segments
- Internet Marketing
- Retail Media
- Mobile Marketing
- Social Media
- E-Commerce
- Circulars
- Loyalty Programs
- Private Label
- Cause/Community Programs
- Advertising Strategy
- Solution Providers
- Sponsorships
- Marketing Expenditures
- Metaverse
Market Position and Strategy Overview
Market Position and Strategy Overview
With 1,746 stores nationwide, Lowe’s is the second largest home improvement chain in the country after The Home Depot. Lowe’s stores, averaging 112,000 square feet plus 32,000 square feet for garden centers, are larger than its top competitors. The chain differentiates itself by creating bright, open aisles and tall, colorful display spaces that emphasize creativity and suggest home project ideas.
In an effort to turn around the company, Lowe's in recent years turned its focus to four areas:
- Merchandising excellence – having the right products in the right place at the right time.
- Supply chain transformation –serving customers, the way they want to be served.
- Operational efficiency – simplifying store operations and improving in-stock execution.
- Customer engagement – improving connections with consumers and fulfilling Pro customer needs; hiring and developing associates focused on service and sales.
The retailer also caters to ambitious do-it-yourselfers who take on large home improvement projects. It has re-prioritized pro customers by ramping up service and merchandising for those business clients.
Lowe’s gives plenty of space to large departments that appeal to that demographic: kitchen & appliances, fashion fixtures, seasonal living, paint, home fashions, storage & cleaning, and lawn & garden. Balancing these seven departments are six traditional lumberyard categories: lumber & building materials, tools & hardware, rough plumbing & electrical, flooring, millwork and outdoor power equipment.
The retailer uses more than 7,000 vendors worldwide, with no single vendor accounting for more than 6% of total purchases. Whenever possible, the company purchases directly from manufacturers to improve its gross margin. Its stores’ large sizes allow it to stock products in depth, yet the retailer also is honing a small-format urban strategy that boasts space-saving merchandising solutions.
In December 2018, Lowe's opened a 1.1 million square foot direct fulfillment center in Coopertown, TN. Once the center is fully operational, it will be able to deliver product to consumers in 75 percent of the country in two days or less. That means the facility will have the capacity to ship up to 100,000 packages every single day.
The retailer chose the location near Nashville in part because it is surrounded by shipping hubs, the interstate system and a highly skilled workforce. The center employed 200 people when it opened and is expected to employ 600 by the time it is fully operational in 2023. Lowe’s has made a $150 million financial investment in the facility that will support the company’s goal of growing a nimbler supply chain that can meet customer’s changing needs.
It also operates centers in Wilkesboro, N.C., and Albuquerque, N.M., that coordinate purchase deliveries, facilitate repair services and answer customer questions via phone, email, social media or letters. The company is organized geographically into North, South and West divisions. Each division is organized into regions, then markets and then stores.
In early 2023, Lowe's completed the sale of its Canadian retail business to Sycamore Partners, a move which the retailer said allowed it to focus exclusively on U.S. markets.
Must-Know Terms
Must-Know Terms
- Planogram Facility: A devoted space in which buyers review new vendors’ displays and signage before implementing the programs in stores.
- Product Differentiation: Lowe’s merchandising strategy of listing unique product attributes or innovation on signage as well as coordinating products and messages to promote occasion-based displays with the goal of creating an in-store experience that inspires shoppers to consider projects of all sizes and types.
- MyLowe’s: An online loyalty program that saves each shopper’s purchase history, room dimensions, shopping lists and purchase reminders in individual accounts.
- Lowest Price Guarantee: If a customer finds a lower price on an identical in-stock item from a different local retailer, Lowe's will match it. Customers must bring the website, ad, printout or photo to a store employee who can validate it.
Thought Starters
- Lowe’s uses a variety of social media platforms to have a diverse reach and web presence.
- Manufacturers with tools, technology and DIY products can shine on the retailer’s endcap displays, which leave room for unconventional merchandising and custom interactive components.
- Get crafty: cross-merchandise products to present all necessary SKUs for a craft or do-it-yourself project.
Promotional Strategy
Promotional Strategy
Lowe's in recent years updated its tagline to “Do It Right For Less,” which some say was reminiscent of channel rival Home Depot’s then “More Saving. More Doing.” tagline.
Similar to Home Depot, Lowe's uses an everyday low price (EDLP) approach to promote its products, but also employs its circulars and digital ads to focus on sale items and special deals. These are especially heavy in the spring, considered the channel’s biggest season. Underscoring its EDLP, the retailer also price-match program, pledging to match the lower price of an identical item at a local or online retail competitor, including shipping and delivery fees.
Categories receiving promotional focus rotate with the calendar season: holiday decor for winter, yard & garden for spring, outdoor cooking and garden for summer, and indoor improvements in the fall. Most frequently, promotions are category-spanning sales and discounts. Occasionally, Lowe’s will run sweepstakes when partnering with a company for a larger program.
For the 2023 holiday season, Lowe's unveiled a flurry of promotional activity, including
- Black Friday Every Day: Daily deals from late October to the Wednesday before Thanksgiving;
- PROvember: The savings event returns, where pros receive added savings on brands such as DeWalt and HGTV Home by Sherwin-Williams paint as well as opportunities to earn bonus loyalty points;
- Black Friday Golden Gable Deals: A week of deals and doorbusters beginning on Thanksgiving Day (Lowe's is closed on the holiday, but the website is open for business), instant win opportunities, and online exclusive deals; and
- 25 Days of Deals: Lowe's is offering new promotions in-store and online including same-day delivery on select items through Christmas Eve.
Ongoing Programs
- Buy in Bulk and Save: The retailer offers contractors discounts if they purchase a large amount of a single product, buy select SKUs in prepackaged bulk quantaties, or make a purchase of $1,500 or more.
- Price Match Guarantee: Shoppers who find a lower price on a product stocked at Lowe's from a local or online competitor can present proof to an employee in store and they will match that cost.
- Deal of the Day: A deep discount, typically 30%, offered on several SKUs for the day.
- Truckload Event: A giant periodic sale with discounts on thousands of items for the home, yard and garage, featuring brands such as Whirlpool, Samsung, DeWalt, Craftsman and more.
- Craftsman Days: Periodic savings on Craftsman tools and accessories.
- SpringFest: Annual savings event on home and garden products. New for 2024, customers can view early exclusive sneak peeks through Lowe's e-commerce site and get news on the latest products and services. Loyalty program members can take DIY-U Workshops. Stores also will have SpringFest doorbusters, and Lowe's has some new exclusives, including from Toro.
Merchandising
Merchandising Strategy
In 2023, Lowe's began to institute several changes to better appeal to professionals and DIY types, with new and/or enhanced products. That included adding:
- Coca-Cola products as a time-saving measure for pros on the go
- Carhartt apparel, available online and at approximately 250 Lowe's stores in the Northeast, Midwest and Pacific Northwest, and another 250 stores in Texas, the Southeast and California in early 2024
- Hubbell Inc.'s pro-branded electrical brands, including Bell, TayMac and RACO
- An Ego zero-turn radius mower with the industry's first e-Steer technology
The retailer also bringing back Klein Tools, and is expanding its Kobalt 24-volt platform.
Lowe's is also bringing more farm and ranch offerings to select rural markets — up to 300 in 2023. The one-stop concepts will also have expanded Carhartt and Wrangler options.
Layout
A typical Lowe’s warehouse is laid out in a grid format. Stores have two entrances, one leads to the ProServices Desk dedicated to professional customers (see Customer Segments), and one to the longitudinal power aisle, which separates lawn & garden products and the garden center from other departments. The aisle leads back to the appliance department, which is brightly lit and features overhead banners with brand-name logos. Two transverse aisles at the front and back are lined by large endcaps employing brightly colored headers with bright. The front aisle separates checkouts and tools from traditional home improvement categories (electrical, plumbing, hardware, paint, etc.). The rear power aisle separates appliances as well as windows & doors and lumber from the traditional categories. The building-material aisles are twice as wide as other aisles.
Stock
A typical Lowe’s store stocks approximately 36,000 items. Merchandising strategy varies by department, based on size and racking needs, but few departments simply stock products in boxes. The aisles are generally free of clutter, using aisle violators to attract attention. Many of the aisles have floor displays, dump bins or stacks of products, but seldom more than one at each end. Wayfinding and color-coding are used extensively to direct shoppers.
Product Differentiation
Lowe’s has instituted a program dubbed “Product Differentiation” to call out SKUs’ unique attributes or new SKUs’ innovations on signs and shelf talkers. The goal is to go beyond merely grouping products for a project to actually creating an in-store “experience” that fuels the customers’ imagination. The chain coordinates products and messages to promote “occasion-based” displays that inspire customers to consider projects of all sizes and types. The program is most apparent on endcaps, which focus on innovative products, promote sale items or showcase national or private brands. Lowe’s uses “Creative Idea,” “New Innovation” and “Low Prices” signs to highlight items on the endcaps.
Secondary Space
Secondary space is given to both national and private brands. In the tool department, for example, various national brands rotate among three or four large branded endcaps, while two permanent endcaps are dedicated to Lowe's exclusive Kobalt tools line. Near the windows & doors department, a permanent endcap extols the value of using the chain’s in-home consultant bolstered by a video screen encouraging viewers to set up an appointment.
Drop Zones
Lowe’s also has revamped its promotional spaces near the entrance to the outdoor lawn care department to better promote seasonally relevant, high-value items that provide easy impulse buys and help bring products to the top of the shoppers’ minds. These can be merchandised on a variety of temporary display pieces, including pallets, dump bins and four-sided displays.
Signage
Lowe’s takes full advantage of its high ceilings and bright lighting. Banners and signs high on the walls draw attention to the spaciousness and promote store-related programs and services, including the retailer’s NASCAR sponsorship and the MyLowe’s program. (See “Loyalty Programs.”)
Sales by Category
Total Sales (dollars in millions) |
Percentage |
|
Appliances |
$9,989 |
14% |
Lumber & Building Materials |
$9,745 |
14% |
Seasonal & Outdoor Living |
$6,890 |
10% |
Lawn & Garden |
$6,459 |
9% |
Rough Plumbing & Electrical |
$6,224 |
9% |
Kitchens & Bath |
$5,433 |
7% |
Tools |
$4,420 |
6% |
Millwork |
$4,192 |
6% |
Paint |
$4,125 |
6% |
Flooring |
$3,877 |
5% |
Hardware |
$3,467 |
5% |
Lighting |
$2,857 |
4% |
Decor |
$2,443 |
3% |
Other |
$2,027 |
2% |
Total: |
$72,148 |
100% |
Source: Lowe's 2019 Annual Report |
Collaborative Alliances
Collaborative Alliances
Lowe’s partners with vendors to execute marketing programs that supplement its seasonal promotions. Collaborative efforts are typically designed to increase foot traffic and basket size in stores. They often carry a seasonal message or other promotional theme beyond the offer. Frequently, the programs include a dedicated endcap, significant digital marketing support, and a sweepstakes or contest.
In 2023, the retailer entered a partnership with Hubbell Incorporated's professional electrical box brands, including Bell, RACO, TayMac, and Wiegmann products — a tactic designed to make Lowe's the national home improvement retailer for Hubbell products.
It also entered into a strategic retail partnership with The Toro Company. Lowe's carries what it says is the largest assortment of Toro products, including zero-turn riding mowers, walk mowers, portable power equipment and snow blowers in both gas- and battery-powered categories.
In 2024, Lowe's partnered with Sunrun, which provides solar-as-a-service subscriptions. More than 420 Lowe's stores will have information about Sunrun, and 250 Lowe's stores in 10 states will have Sunrun representatives on hand to answer questions and guide customers on adding solar power to their homes. Sunrun plans to expand into another 160 Lowe's stores throughout 2024.
Lowe’s operates a vendor-oriented website (loweslink.com) that serves as a clearinghouse for vendor information, accessed by password. It includes details on vendor initiatives, including data synchronization, digital assets, marketing data, electronic data interchange (EDI), code of conduct and other technical information.
Lowe’s runs two vendor-award programs, a Vendor Partner of the Year program and an Innovative Partner of the Year. The vendor program names winners in three categories (Building Products, Hardlines and Home Decor), with an Overall Winner picked from among those winners. For 2023, the winners were:
Building Products:
- Vendor Partner of the Year: Hixson Lumber
- Innovation Partner of the Year: Pella
- Divisional Winners: Masonite, Simpson Strong-Tie, Reliance Worldwide Company and Resideo
Hardlines:
- Vendor Partner of the Year: PrimeSource
- Innovation Partner of the Year: OldCastle
- Divisional Winners: Blackstone, Battlefield Farms and GreatStar
Home Decor:
- Vendor Partner of the Year: GE Appliances
- Innovation Partner of the Year: HKC
- Divisional Winners: Allstrong, Charter Next Generation, Cosentino and Schluter Systems
Lowe's also gave Trex a Sustainability Award for manufacturing wood-alternative decking using predominantly recycled and reclaimed materials.
Additionally, the Lowe’s Innovation Labs has Lowe’s employees teaming with tech start-ups, academics and other companies to address common consumer problems. One collaboration in recent years resulted in the introduction of “Holorooms." (See “In-Store Media.”)
Lowe's maintains a supplier registration web page at lowes.com/l/suppliers that hosts information on becoming a supplier, the retailer's supplier diversity program, and its independent service provider network.
In 2022, it held its first Into the Blue event, inviting suppliers to pitch their products. The retailer opened the initiative again in March and June 2023.
Displays and Signage
Displays and Signage
Relative to The Home Depot, Lowe’s has more consistent messaging across displays with cleaner lines, though it does not have a clean-store policy. Vendor-supplied P-O-P materials typically take the form of pallets, quarter-pallets, floorstands or dump bins, although occasionally the retailer will accept spectaculars.
National brands rotate through endcaps that are often dominated by large graphics and banners with a few rows of stocked product beneath them. Often, these displays feature a spotlighted product out of its packaging with signs pointing out its benefits. At times, the endcaps combine products from different departments to create a vignette. Frequently, product introductions in these spaces are accompanied by demonstration videos. (See “In-Store Media.”)
To promote its coordinated special sales, the retailer uses a multitude of banners, endcap headers, custom displays, price signs, stanchion signs, floorstands and dump bins carrying the campaign slogan and imagery, and merchandising products. Neon green shelf signs are used to communicate short-term promotions, such as bulk- or combined-purchase incentives for a national brand.
In each department, aisle violators mark sub-categories, while informational in-line graphics appear above products. Signage at checkout is limited. During relevant seasons, signs promote gift cards.
Lowe’s has introduced an in-store, touchscreen product locator that pinpoints the aisle and/or bay location of almost every SKU within a specific store (as well as other key destinations such as bathrooms and key-cutting stations). The tool enables shoppers to help themselves and frees up employees.
Lowe’s operates a planogram facility in which new vendors set up their programs to allow buyers to review product, displays and signage. Space is reserved in advance. It also provides a variety of design manuals and codes on the vendor website. (See “Collaborative Alliances.”)
Lowe's Best Bets |
|
The chain uses many of its 60 endcaps for SKUs offering "New Innovation" or a "Creative Idea." | |
Merchandisers |
|
Endcap Displays | Often Used |
Shelf Trays/PDQs | Sometimes Used |
Pallets | Often Used |
Floorstands/Shippers | Often Used |
Dump Bins | Sometimes Used |
Power Wings/Sidekicks | Sometimes Used |
Category Management Systems | Sometimes Used |
Spectaculars/Lobby Displays | Often Used |
Signage/Media |
|
A-Boards | Sometimes Used |
Aisle Violators/Fins/Blades | Sometimes Used |
Balloons | Rarely Used |
Base Wrap | Sometimes Used |
Ceiling Banners/Signage | Sometimes Used |
Checkout Ads | Rarely Used |
Checkout Dividers/Separators | Rarely Used |
Circular Rack Ads | Sometimes Used |
Cooler Clings | Rarely Used |
Counter Cards | Sometimes Used |
Demonstration/Sampling Kits | Sometimes Used |
Digital Signage Ads | Often Used |
Employee Apparel | Rarely Used |
Endcap Signage Kits | Often Used |
Floor Decals | Rarely Used |
Header Cards | Often Used |
At-shelf Product Demo/Sample | Often Used |
In-line/Category Headers | Often Used |
In-Store Radio | Rarely Used |
Inflatables | Rarely Used |
Outdoor Signage | Sometimes Used |
Neckhangers | Sometimes Used |
New Item Showcases | Often Used |
Pole Toppers | Rarely Used |
Printed Materials/Handouts | Often Used |
Placeholders, On-shelf | Rarely Used |
Price-label Messaging | Often Used |
Security Pedestal Ads | Rarely Used |
Shelf Blockers | Rarely Used |
Shelf Strips | Rarely Used |
Shelf Talkers | Sometimes Used |
Shelf Danglers/Wobblers | Sometimes Used |
Shopping Cart Ads | Rarely Used |
Side Panels | Often Used |
Standees | Sometimes Used |
Take-one Dispensers | Rarely Used |
Tearpads | Often Used |
T-stand Posters/Stanchion Signs | Sometimes Used |
Wall Banners | Sometimes Used |
Window Clings | Sometimes Used |
Window Posters | Rarely Used |
Third-Party Media Operator |
|
See article. |
In-Store Media
In-Store Media
At-shelf price labels are provided by Little Rock, AR-based Vestcom International.
The retailer uses virtual reality “Holorooms” in a limited number of stores. The 20-by-20 rooms use 3D technology, augmented reality and iPads to help shoppers visualize home improvements.
Endcaps previously featured informational videos playing on tablets operated by Elo Touch Solutions, Milpitas, CA.
Store Formats/Growth
Store Formats/Growth
Lowe’s operates 1,746 home improvement stores in the U.S. that average 112,000 square feet plus roughly 32,000 square feet of outdoor garden retail space.
Farm and Rural Concept
In 2023, Lowe's unveiled plans to bring a one-stop shop concept geared toward customers in rural areas. Approximately 300 stores in the South, Midwest and Northeast are being stocked with a greater selection of farm, ranch and outdoor products, including in pet, livestock, trailer, fencing, utility vehicle and specialized hardware categories. More national apparel options are being added as well, including from Carhartt and Wrangler.
Special Departments/Services
Special Departments/Services
In addition to traditional hardware-store services (key cutting, building-material cutting), Lowe’s offers installation services through independent contractors in many product categories. Flooring, millwork and kitchens & appliances account for the majority of installed sales, which contributed about 6% to total sales in 2019.
Each store employs a separate project specialists to discuss exterior projects such as roofing, siding, fencing and windows, as well as to provide suggestions on interior projects such as kitchens and bathrooms. It also offers an in-house consultant who visits the customer’s home, makes suggestions and takes orders. These services are promoted in stores with aisle violators near key departments and signs at service desks.
Also found in stores is a self-service key duplicator kiosk, operated by MinuteKey, Boulder, Colorado.
Lowe’s additionally offers an extended-warranty program on products spanning kitchens & appliances, tools & hardware and outdoor power equipment. It provides additional out-of-warranty repair services for major appliances, outdoor power equipment and tools through its stores or in the home through its own network.
In 2014, Lowe’s announced a partnership with Porch, a company that organizes home improvement project data, inspiration, professionals and referrals in one place. In stores, associates use Porch to directly connect consumers to professionals (for services the retailer does not offer) via mobile devices and terminals.
Other services include:
- Paint-color matching: the retailer will locate or match any color.
- Holiday decor help: Lowe's has a partnership with internet services company Angi. Customers can order holiday light and installation, holiday decorating, and Christmas tree setup services.
- Translation: phones around the store connect to Language Line Solutions, a third-party translation service for 140 languages.
- Free computer design for kitchens and decks.
- Home assembly of products (for a fee).
- Educational workshops: home safety and protection.
- Build & Grow Clinics: children’s classes that sometimes tie in to theatrical releases.
- Build a Birthday: Private children's parties at select locations, with a DIY project.
Home Repair Workshops
Lowe's is offering Home Repair Workshops at 100 stores across the U.S. The classes are hands-on and targeted toward millennials, with help from red vest associates on tackling common household projects.
Petco
The retailer has partnered with Petco to establish a store-within-a-store concept. After a successful pilot, the retailers plan to open nearly 300 Petco stores within Lowe's locations by the end of 2023, focusing the effort primarily on rural communities in the U.S. The shops offer cleaning and pet supplies, pet nutrition and wellness products (including Petco private label options), and some services.
Customer Segments
Customer Segments
Lowe’s targets both retail and professional customers.
Retail Customers
Retail customers include homeowners and renters, with skill levels that range from heavy do-it-yourself to do-it-for-me (the latter more likely to rely on installation services). Compared with The Home Depot, however, Lowe’s markets more heavily to female shoppers.
According to consumer analytics firm Numerator, a little more than half of U.S. shoppers makes at least one trip a year to a Lowe's store.
Numerator also determined that a typical Lowe's shopper:
- Is a white woman over the age of 60 who owns her own home in the suburbs, but tends to skew more rural (in contrast to her more urban-dwelling Home Depot counterpart);
- Earns between $40,000 and $80,000 a year;
- Has scaled back her purchases in recent months, but some customers still are buying high-tech appliances priced at $2,500 and higher; and
- Makes nine trips to the retailer each year, spending an average of about $90 per trip.
The retailer’s customers break into four distinct groups.
Maintainers/Regulars
- 57% of total shoppers
- Ages 22 to 70
- More female than male
- Shop on Saturday and Sunday
- Work with others on their project
- Need advice
- Price-sensitive
- Motto: “My second job is my home”
Fixits
- 25% of total shoppers
- Ages 22 to 40
- Both male and female
- Shop Wednesday through Sunday
- Shop with a basket for small items
- Very price-sensitive
- Motto: “I only DIY after something breaks”
Idea Seekers/Walkabouts
- 10% of total shoppers
- Ages 26 to 70
- More male than female
- Shop on Saturday
- Shop with a small basket
- Price-sensitive
- Motto: “My boredom leads to creativity”
Replicators
- 8% of total shoppers
- Ages 41 to 70
- More male than female
- Shop Sunday through Tuesday
- Shop with a cart
- Shop alone
- Don’t need advice
- Price-sensitive
- Motto: “If it looks good, I’ll do it”
The chain additionally acknowledges three distinct customer interactions: customers looking for inspiration, customers with a predetermined shopping list, and customers working on a multi-stage project. At any time, a customer’s role can vary based on the current goal.
Professional Customers
The company’s fastest-growing segment, professional customers are split between those in the construction trades (builders, remodelers, roofers, etc.) and those involved in maintenance, repair and operations (custodians, maintenance operators, etc.).
Lowe’s ProServices program offers business customers special services through a team of employees, both in-store and in the field, who answer questions and load products onto trucks. Stores have a dedicated counter for these customers.
A separate Executive ProServices department manages relationships with large regional businesses, home offices, branches of national customers and existing business accounts. National account representatives assist national customers who buy from Lowe’s across the country.
Internet Marketing
Internet Marketing Strategy
Lowes.com offers four tabs at the top of its home page (in addition to a general search function) that sum up four key topics for visitors: Shop (the retailer’s full line of products available for purchase), Ideas & How-Tos (tips and videos along with a menu of options for types of products and activities), Savings (the current circular, promotions, rebates and services) and MyLowe’s. (See “Loyalty Programs.”)
There are no display ads on the website, but the bottoms of category pages contain hyperlinked logos of popular brands that take consumers to collections of corresponding products.
The company also has a dedicated website for professional customers: lowesforpros.com. The site hosts their account information and short articles on new product trends and business-management topics. It also gives contractors access to contract pricing, purchase history, and to Deluxe Corp.’s web design and hosting, SEO, promotional marketing, logo design and business forms. It also allows them to create requisition lists.
In 2023, Lowe's launched an MVPs Business Tools feature on its app and website. It builds onto its MVPs Pro Rewards and Partnership program (see Loyalty Programs) with online quotes, a repeat purchase option, and order tracking.
Lowe's also has a Gift Zone page on its website, where customers can look for gift ideas on tools, apparel, stocking stuffers, smart home products and other gifts.
For 2023, Lowe's is the official decor sponsor of recording artist Brett "Mr. Christmas" Eldredge's Glow LIVE holiday tour. Eldredge also has a curated list of gift and decor suggestions, available for purchase at Lowes.com.
Retail Media
Retail Media
Lowe's launched its media network Lowe’s One Roof Media Network in late 2021. The network's capabilities include:
- Sponsored home editorial content on its social channels and website
- research and thought leadership on future shopping trends, and
- in-depth measurement and closed-loop reporting including consultation for growth opportunities.
In late 2022, Lowe’s partnered with Yahoo to expand the One Roof Media Network via Yahoo Member Connect, which will power off-site media buying and ad inventory outside of Lowe’s website and app.
In early 2023, having grown its business to include over 200 endemic advertisers, the retailer moved its retailer media network advertising sales and operations departments in-house.
In 2024, as third-party cookies phase out, Lowe's became a testing partner in Google's offsite retail media solution in closed beta. The solution is part of Google's enterprise search engine campaign management tool, Search Ads 360, which blends unique retailer audiences with Google AI to help advertisers increase impact across channels.
Trends Report
For the past five years, brand marketers have been asked to rate various retail media platforms for Path to Purchase Institute’s annual Trends Report. For the magazine's 2024 survey, 83% of respondents gave Lowe's One Roof Media Network "fair/poor" scores for measurement capabilities and data sharing. Two-thirds of survey takers rated ROI as “excellent/very good” or “good.” (Because the number of respondents was low, caution is advised when interpreting results.) (See chart below.)
![lowes 2024 retail media survey](https://assets1.p2pi.com/s3fs-public/styles/hero/public/2024-01/lowes.png)
Mobile Marketing
Mobile Marketing Strategy
The retailer has an integrated ecosystem of mobile touchpoints: a dedicated mobile website as well as distinct mobile applications for consumers and employees. The mobile site encourages downloading the app for the optimal shopping experience.
Some features of the Lowe's app include:
- Search with Camera: Allows users to find products by scanning barcodes, QR codes or taking a picture.
- In-Store mode: A product locator that directs shoppers to the aisle or bay of specific SKUs, key-copying stations and bathrooms within their selected store.
- View in Your Space: An augmented reality feature where users to see what certain products would look like in their homes.
- My Lists: Users can designate lists, take notes, and "favorite" items for shopping and/or project lists.
- Apple Pay: The retailer began accepting mobile payments in early 2023.
The dedicated mobile website and consumer app are utility focused, providing:
- store hours
- real-time inventory
- product information and reviews
- delivery options for specific products
- access to customers’ MyLowe’s accounts
The employee app is also utility focused. Through the app, employees armed with iPhones (some 25 per store) can:
- read price labels
- request additional stock
- look up shoppers’ MyLowe’s accounts
- scan the items in a shopper’s cart and cue them for checkout
Plans for the employee app include the capability for online order fulfillment and creating lists that are shareable with shoppers.
To cater to professional customers' needs, in 2023 Lowe's built onto its loyalty program with MVPs Business Tools. Accessible through the mobile app and on Lowes.com, users can secure online quotes (with a locked-in rate for seven days), reorder frequently purchased items via a Buy It Again prompt, and view purchases and track deliveries.
![Lowe's Measure Your Space](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2022-07/lowes_companies_inc_room_measurements.jpg)
Measure Your Space
Lowe's launched Measure Your Space, Lowe’s vision for spatial commerce , an intuitive, end-to-end room scanning, measurement and estimate experience in the Lowe's iOS app. The new technology meets the company’s goal for spatial commerce, a future where emerging technologies put home data at customers' fingertips, making home improvement more accessible. Measure Your Space won Best Consumer App at the 2022 Augmented World Expo's Auggie Awards.
Lowe's Style Studio
Launched in early 2024, Lowe's Style Studio is a virtual home improvement experience designed for the Apple Vision Pro headset. The app uses spatial computing technology to help customers design their kitchen, using preset styles as well as customizable materials, fixtures and appliances found on Lowe's website or in stores.
Social Media
Social Media Strategy
Facebook: 4.8 million followers (as of January 2024)
The retailer post almost daily to share DIY projects, promote cause campaigns, spotlight services and share posts on its Ideas & Inspiration blog. A “Shop Now” button on the home page directs shoppers to lowes.com.
X, formerly known as Twitter:
@Lowes: 296k followers (as of January 2024)
Most activity is similar to that on Lowe’s Facebook, but the retailer posts far less frequently to the platform, approximately twice a month.
@LowesCareers: 11.1k followers (as of January 2024)
Shares career opportunities, stories from employees, and information on training programs and cause campaigns.
@LowesLabs: 2,338 followers (as of January 2024)
Provides updates on Lowe's Innovation Labs, the retailer's technology-based hub, but activity has trickled down to a post every few months.
@LowesMedia: 20.1k followers (as of January 2024)
Shares the latest community, business and innovation updates from Lowe’s.
TikTok: 160.8k followers (as of January 2024)
The retailer uses the app to reach a new audience, posting DIY inspiration, about cause campaigns, gift suggestions and more. Its Talent and Acquisition team posts to the Lowe's Careers TikTok to reach job seekers.
Pinterest: 3.8 million followers (as of January 2024)
Lowe’s Pinterest account consists of boards that focus on DIY projects and provide design inspiration. Board themes range from seasonal (“Easter Decor,” “Spring To Action,”) to room-specific (“Bathroom Inspiration," "Bedroom Dreams”).
Instagram: 925k followers (as of January 2024)
Activity is similar to that of Lowe’s Facebook, but also shares content to inspire shoppers, such as hosting an Instagram Live event with an influencer on how to watch a Broadway show in your backyard.
YouTube: 1.2 million subscribers (as of January 2024)
Shares videos a couple times a month home design, how-to projects and organization, often spotlighting specific brands.
E-Commerce
E-Commerce Strategy
Hundreds of thousands of items are available through the company’s online site at Lowes.com, including items that are not stocked in stores. (These “Special Order Sales” products are ordered and shipped either directly from the vendor to the customer or to the Lowe’s store originating the order.)
Lowes.com lets visitors shop the retailer’s complete online catalog of products across more than 20 categories via a drop-down menu. These categories are further broken down into subcategories represented by photo icons. Each product page includes a photo, description, available reviews and pricing, and the ability to add an item to a shopping cart.
Delivery options comprise free store pickup, truck delivery and parcel shipping — the last of which is not available for all SKUs. Lowe’s delivers its online purchases using a flexible fulfillment program that provides delivery within 24 hours to 90% of U.S. markets. Select e-commerce purchases are also available for same-day delivery.
After a successful pilot with OneRail in 2022, Lowe's is growing its same-day delivery partnership with the omnichannel fulfillment provider. Both professional and DIY customers can get delivery from more than 1,700 Lowe's locations, including the day of, for eligible orders placed by 2 p.m. local time.
Lowe's also has a same-day and scheduled delivery partnership with Instacart, including on large items up to 3x3x5 and 60 pounds.
In 2024, Lowe's:
- Contracted with Shipt to become the delivery platform's first dedicated home improvement partner. Customers can have live plants, home improvement products, pre-mixed paint and additional SKUs delivered from more than 1,200 U.S. locations through Shipt.
- Partnered with DoorDash, which will offer on-demand delivery from more than 1,700 U.S. stores. Lowe's is the first national home improvement retailer to partner with the platform.
The retailer promotes its e-commerce business via mobile, social media and digital marketing. It also continues to polish away friction along the shopping journey, focusing on omnichannel experiences, where a customer might visit the showroom but make the purchase online.
To help with fulfillment, Lowe's also is adding two geographic areas (bringing the total to 10, and supporting more than 1,000 stores), to streamline the delivery process from the supply chain to customers' homes or offices.
Circulars
Circulars and Publications
Lowe’s produces a weekly circular of about 24 pages, although the retailer has cut back its distribution via newspapers in recent years. The tab is also available in stores and a digital version is accessible online.
Circulars typically feature products in numerous categories, emphasizing the chain’s EDLP positioning and a variety of price promotions. Featured items include a mix of seasonal products, such as lawn and garden items in the spring and fall, and SKUs from core categories like tools, appliances, fixtures, lighting, blinds, paint and windows.
National brand logos usually receive subdued treatment (small, monochrome typeface), although exclusive products such as Robert Bosch Tool Corp.’s Skil power tools sometimes earn greater prominence.
Although products are typically advertised by category, themed features run around specific projects or room renovations. For instance, during the back-to-school season, Lowe's has grouped lamps, countertop microwaves, storage bins, rugs and other “back-to-campus values.”
The retailer also publishes the quarterly Lowe’s Creative Ideas For Home and Garden, a free subscription magazine that delivers step-by-step instructions for home improvement projects and contains home decor suggestions. A monthly, digital version is available on lowes.com and via the retailer’s mobile application. (See “Mobile Marketing Strategy.”)
Loyalty Programs
Loyalty Programs
The Lowe's MVP Pro Rewards and Partnership loyalty program provides professional customers personalized offers based on their industry and spending habits plus the ability to track online and in-store purchases. Information and deals are sent via email and a Pro Dashboard within the lowesforpros.com website for professional customers, or via the mobile app.
The rewards program has four tiers — MVP, Silver, Gold, and Platinum — with the larger the spend, the more the reward. All levels are eligible for bonus points offers such as 10-20% on paint rewards (depending on spend). Broken down:
- MVPs: Up to $2,499.99 qualifying annual spend;
- Silver MVPs: $2,500 to $9,999.99 qualifying spend, earn back 1% toward Lowe’s E-gift cards, and get one free drink or snack coupon per month;
- Gold MVPs: $10,000 to $24,999.99 annual qualifying spend, 1.25% back toward Lowe’s E-gift cards, and two monthly coupons for a free drink or snack;
- Platinum MVPs: $25,000+ annual spend, 1.5% back toward a Lowe’s E-gift card, and three drink or snack coupons each month.
Members can use their Pro ID QR code via the app or mobile web to check out in-store, review offers, and track and spend rewards.
Other loyalty program options include tool rental, scheduled deliveries, MSDS search, e-procurement, project calculators, bulk pricing, pro service desk access, and in-store perks like dedicated parking.
In 2023, Lowe's built onto its MVPs Pro Rewards and Partnership program by launching MVPs Business Tools, a suite of time- and money-saving features found on the Lowe's app and website. Features include online quoting, a buy it again feature, and order tracking.
MyLowe's Rewards
In January 2024, Lowe's began rolling out a new loyalty program, MyLowe's Rewards, geared toward DIY customers.
All members receive:
- Points on eligible purchases toward MyLowe's Money;
- Free member-only gifts;
- Free Lowe's DIY-U kids and garden workshops;
- Exclusive offers and early sales alerts; and
- A customized in-app experience where members can monitor their points, view previous purchases, and receive personalized recommendations.
The MyLowe's Rewards has three tiers:
- Bronze Key: For those who spend up to $499 in a year. Earns one point per dollar, plus free standard shipping on eligible purchases of at least $35;
- Silver Key: For annual spending between $500-$1,999. Earns 1.25 points per dollar, plus all eligible items qualify for free standard shipping; and
- Gold Key: For those who meet an annual $2,000 spend. Earns 1.5 points per dollar, and free standard shipping with no purchase minimum on qualifying items.
Available in select regions, the home improvement retailer plans to expand the program nationwide in March 2024.
MyLowe's Rewards credit card holders also save 5% on eligible purchases.
Private Label
Private Label
Lowe’s considers its private brands to be an important element in its portfolio that differentiate the retailer from competitors. It often promotes private labels in advertising and on endcaps and upfront displays alongside national brands. Key private labels include:
- allen+roth: home decor products
- Aquasource: faucets, sinks and toilets
- Blue Hawk home: entry-level improvement products
- EverTrue: moldings
- Garden Club Select: plants and seeds
- Garden Treasures: lawn and patio products
- Gatehouse: hardware
- Harbor Breeze: ceiling fans
- Holiday Living: winter holiday lighting
- Idylis: large and small appliances
- Kobalt: tools
- Project Source: basic value products
- Portfolio: lighting products
- ReliaBilt: doors and windows
- Sta-Green: lawn products
- Stainmaster: Lowe's first private paint brand
- Style Selections: blinds, cleaning supplies, countertops
- Task Force: tool accessories
- Top Choice: lumber products
- Utilitech: electrical and utility products
Additionally, the retailer has a handful of exclusive products and lines:
- A.O. Smith water heaters
- HGTV Home by Sherwin Williams
- Valspar Corp.’s Valspar Reserve: a line of stain-resistant paints with built-in primer
Its Iris home automation and management products line shut down on March 31, 2019.
Cause/Community Programs
Cause/Community Programs
Lowe's contributed $42 million to communities in its operating area in 2019 though a variety of partnerships with nonprofits and employees volunteered for 330,000 through the Lowe's Heroes program. The retailer's goal is to donate $350 million and have employees perform 3 million hours of community service by 2025. Lowe's charitable contributions are divided into four major categories:
- Safe and Affordable Housing: The retailer has contributed more than $65 million to Habitat for Humanity International since 2003, which has included sponsoring the nonprofit's Neighborhood Revitalization program. Lowe's also contributes to home repair nonprofit Rebuilding Together.
- Skilled Trade Education: Lowe's partners with SkillsUSA, the United Service Organizations, AMVETS and other nonprofits focused on education, job creation, and community investment programs. The retailer is the lead sponsor of Generation T, a program designed to encourage people to pursue trade careers by connecting them with apprenticeship programs and and jobs. More than 1,000 Lowe's employees receive training in fields including plumbing and carpentry each year through the Track to the Trades program.
- Disaster Relief: Lowe's partners with the American Red Cross, Reach Out WorldWide, Operation BBQ Relief, Federal Alliance for Safe Homes and other nonprofits to assist with clean-up and rebuilding efforts in the wake of wildfires, hurricanes, and other natural disasters.
- Military & Veteran Support: Lowe's employs more than 20,000 veterans and provides training to help veterans find trade or technology jobs through a partnership with Generation T and AMVETS. Active military personal and veterans receive a 10% discount on eligible products every day.
- Lowe's also helps fund Building Homes for Heroes' mission to build or modify homes for injured veterans and their families. Customers periodically can round up their purchases at checkout to contribute.
Lowe's launched its Lowe's Hometowns initiative in 2022. The five-year, $100 million community impact program makes physical improvements to community spaces. The first two years are estimated to have benefited 2.5 million people. Individuals, nonprofits and municipalities are encouraged to apply for grants. In 2024, it awarded grants to 100 nonprofits, amounting to $10 million in funding.
In 2023, the Lowe's Foundation revealed it would commit $50 million over a 5-year period to help train 50,000 people in the skilled trades, through grants awarded to community and technical colleges and community-based nonprofits.
Advertising Strategy
Advertising Strategy
Primary media: TV spots, radio, opt-in email, online video, online display, FSIs
Lowe’s largest advertising push typically comes in the spring, corresponding with home improvement’s biggest season. The retailer strives to appeal to ambitious do-it-yourselfers who take on large home improvement projects. Lowe’s aims to show that it will guide consumers through every stage of home improvement as they progress through various stages of life.
Lowe’s primarily uses TV spots at national and regional levels, and its lighthearted spots often depicting consumers trying — and failing — to install an appliance or refurbish a room and present Lowe’s as the solution.
Lowe's is also a partner with the NFL. For 2023's renewal, the retailer launched an integrated marketing campaign replete with TV, digital and radio spots as well as in-store signage. Ads are an extension of its "Lowe's Knows" creative platform which launched earlier in the year. Ads feature Lowe's Home Team, made up of professional athletes and its red vest associates, working together to tackle projects at home and within the community.
Lowe’s has also used more experimental advertising, such as running a TV spot during a sitcom that stars a character from the show, almost presenting the spot as an extension of the programming. It also has incorporated consumer chatter into its ads.
Online display ads and FSIs typically focus on just one category, such as flooring or kitchen appliances, and are more utilitarian. The display ads, along with local radio spots, are frequently used as a co-op advertising venue.
Ads are run in national homemaker magazines such as Meredith Corp.’s Better Homes and Gardens as well.
Solution Providers
Solution Providers
- Media Buying and Planning: Starcom, Chicago
- Digital: Conill, Los Angeles, The VIA Agency of Maine and EP+Co, South Carolina
- Real-Time Store Operations: Reflexis Systems Inc. (a part of Zebra Technologies), Dedham, Massachusetts
Sponsorships
Sponsorships
Lowe's in 2019 became the official home improvement retail sponsor of the National Football League, a partnership which it renewed in 2023 when Lowe's became the "Official Community Improvement Partner" of the NFL.
To kick off the renewal, an integrated marketing campaign featuring TV, digital and radio spots as well as in-store signage; a new roster of the Lowe's Home Improvement Team players; and the release of a free, limited-edition DIY Wrist Coach accessory that offers advice are planned.
Through that alliance, the retailer and the NFL are tackling home improvement projects important to host city communities around marquee NFL moments.
The exclusive, multi-year sponsorship also grants the retailer the ability to market and activate on a national and local level throughout the year, including at key events such as the:
- Super Bowl
- NFL Draft
- NFL Combine
- NFL Kickoff
Lowe's also supports the NFL's Salute to Service military appreciation campaign.
As part of the sponsorship, Lowe's provides unique NFL experiences for its employees and shoppers during the regular NFL season and off-season. Lowe's also sells officially licensed NFL paint colors by Valspar. For the 2024 NFL draft, Lowe's supplied materials and products to help build the Draft main stage, Green Room and hospitality experience. NFL prospect Drake May (who was drafted by the New England Patriots) also joined the Lowe's Home Team, which includes professional athletes who help improve communities around the U.S.
In 2024, Lowe's entered into a multi-year agreement with pro soccer player Lionel Messi, his Major League Soccer team Inter Miami CF and the CONMEBOL Copa America 2024 USA tournament. The partnership with Inter Miami includes signage and in-stadium activations, community programming, ticket hospitality and player appearances at various Lowe's locations within the Miami market. As part of the launch, members of MyLowe's Rewards and MVPs Pro Rewards loyalty programs can claim 100 bonus points. Messi also joins the Lowe's Home Team.
Lowe's has an ongoing partnership with the NBA's Charlotte Hornets, where Lowe's is a Founding Level Partner and Official Home Improvement Retailer for the team. The partnership includes support for community engagement projects such as neighborhood improvement initiatives around Charlotte, North Carolina. Lowe's also has a brand presence at Spectrum Center, and the "Lowe's Drilling Threes" campaign celebrates every three-point shot made by the Hornets.
Lowe’s former primary sponsorship was of the Hendrick Motorsports NASCAR team, for which it sponsored the No. 48 NASCAR Sprint Cup team and driver Jimmie Johnson. The sponsorship, which ran through 2018, was promoted in stores via various banners and online through a dedicated website, lowesracing.com, a Facebook page and a Twitter account.
The Lowe's Foundation has invested $50 million in grants to community and technical colleges, as part of an effort to alleviate a nationwide shortage of skilled workers. The goal is to train 50,000 workers through 2028.
Marketing Expenditures
Marketing Expenses
Lowe's' advertising expenses were
- $831 million in 2023
- $869 million in 2022
- $877 million in 2021
- $798 million in 2020
- $871 million in 2019
Metaverse
Metaverse
Lowe’s Innovation Labs has been venturing into the metaverse. Its projects include:
- Lowe’s Open Builder platform, which contains more than 500 assets (outdoor living, decor, lighting and more) in its 3D product library. At one point shoppers could claim an exclusive NonFungible Token (NFT) and use that to download one of four exclusive Decentraland collections, like a Chic Bathroom Oasis or Boho Backyard Retreat. Otherwise they could download the 3D objects and use them in the metaverse as well as non-metaverse environments. Lowe's also launched a NFT wearable collection where the first 1,000 Decentraland builders could update their avatars with themed boots, hardhats and other accessories.
- Digital Twin, powered by NVIDIA Omniverse, is an interactive replica of Lowe’s stores that’s live in two locations. It allows associates to interact with much of a store’s digital data so they can locate stock, determine shortages or find misplaced product.
- Project Unlock is a new program being tested (with the input of Lowe's Asset Protection team) to tackle theft. Product manufacturers embed a chip into power tools that render them inoperable until purchased and activated. The transaction is then logged in the blockchain, so retailers, manufacturers and law enforcement can check that a purchase is authentic should someone attempt to return or resell stolen merchandise.
- Infinite Kitchen: Co-developed with Google Cloud, users can scan a QR code to design in real time.
- 3D Product Visualization: Customers can scan their surroundings and virtually place a product into their home, patio or yard and view it from every angle. These products can also be downloaded in the Open Builder platform and taken for a test run in the metaverse.
HoloLens: This in-store headset allows shoppers to view, interact with, and customize products in a digital hologram.
![Lowe's Logo](https://assets1.p2pi.com/styles/hero/s3/2022-07/lowes_logo.png)
Lowe's Promotional Calendar
A roundup of seasonal promotions.
January
- Pinewood Derby Days: Partners with Robert Bosch Tool Corp.’s Dremel to highlight the Boy Scouts of America’s miniature racecar competition through in-store demonstrations, endcaps, a sweepstakes and microsite.
- DIY-U Workshops: Online and in-person workshops that offer instruction on home improvement projects.
- Children's DIY Workshops: Saturday workshops where children can build items like picture frames, garden ornaments, and more.
- Getting Organized: Social media offers tips and SKUs to store items and manage clutter.
February
- Outdoor Cooking: In-store signs and circular features spotlight patio furniture, grills, grill accessories and complementary SKUs (e.g., charcoal).
- Yard & Garden: P-O-P, digital and circular focus on garden needs ranging from fertilizer and garden pots to lawnmowers and plants.
- Pinewood Derby Days
- Children's DIY Workshops
March
- Spring Black Friday: A multi-week sale on lawn and garden products, outdoor furniture, interior renovation needs and grilling products. Digital marketing and circular features support.
- DIY-U Workshops
- Children's DIY Workshops
- Outdoor Cooking
- Yard & Garden
- Pinewood Derby Days
April
- SpringFest: Gearing up for spring with seasonal savings on lawn and garden and other outdoor projects, lawn and garden tools, and paint. Family-fun events like children's workshops and Easter egg hunts are planned. Giveaways are planned. For 2024, loyalty program members enjoy early sneak peeks, and stores are offering doorbuster deals.
- Spring Black Friday, continued: A continuation from March of sales on lawn and garden products, outdoor furniture, interior renovation needs and grilling products. Digital marketing and circular features support.
- Spring Cleaning: In-store and digital partnership with Procter & Gamble (P&G Everyday emails), also in-store promotion for other vendors
- Memorial Day: Red, white and blue decor and American flag sets in the upfront seasonal department
- Mother’s Day: Floorstands segmented by price merchandize gift suggestions. Social media suggests flowers
- Toro Days: Savings on Toro equipment
- Yard & Garden
- Outdoor Cooking
- DIY-U Workshops
- Children's DIY Workshops
May
- Summer: Air conditioner units receive circular promotion. Social media suggests grills, outdoor accessories, flowers and other seasonal items.
- Memorial Day: American flags, red white & blue merchandise in the upfront seasonal department, discounts on grills and accessories, garden and lawn care, storage and more.
- Kobalt Days: Lowe's periodically offers discounts on the product line and highlights new offerings.
- Mother’s Day
- DIY-U Workshops
- Children's DIY Workshops
June
- Summer: Emphasis on paint, patio furniture, bug-deterrent products, deck care.
- Father’s Day: Headers, ceiling signs in stores label gift ideas, (grills, tools, lawn care). Social media highlights gift suggestions.
- 4th of July: Social media touts deals on grills, seasonal flowers, and more
- DIY-U Workshops
- Children's DIY Workshops
July
- Summer: “End of season” sale promoted through in-store signage
- Back to School: Circular and in-store signage promotes small space organizational products, dorm-room decor
- Christmas in July: Savings on holiday decor.
- 4th of July
- DIY-U Workshops
- Children's DIY Workshops
August
- Football: Lowe's is the official home improvement sponsor of the National Football League. Tailgating tools and materials merchandised on endcaps (football-themed plates, coolers, grill accessories).
- Labor Day: The retailer touts deals on indoor and outdoor home items.
- Kobalt Days
- Summer
- Back to School
- DIY-U Workshops
- Children's DIY Workshops
September
- Fall: In-store signage highlights products for insulation, appliance replacement, flooring, insect control and organization. Social media highlights seasonal projects and indoor and outdoor decorating ideas.
- Halloween: Seasonal merchandise (decorations) up front, confectionary up front in shippers, gourds in the garden department
- Football
- Labor Day
- DIY-U Workshops
- Children's DIY Workshops
October
- Thanksgiving: Turkey cookers in the upfront seasonal department
- Winter Holidays: Allen+Roth receives additional merchandising and marketing; gift ideas are merchandized by price in the seasonal area, along with decor, gift cards and poinsettias. Online holiday shop opens. Website has decorating tips and inspiration.
- PROvember: An annual sales event with savings and rewards-earning opportunities for pros. Sometimes begins in October and runs through all or most of November. In 2023, to mark its partnership with Carhartt, Lowe's offered rewards members bonus points on Carhartt apparel purchases made that October and November.
- Fire Safety Month: The retailer invites first responders to register for exclusive digital coupons. Children's workshops reinforce the theme, and giveaways and fire safety demonstrations are held at select stores. Home safety products are promoted as well.
- Football
- Fall
- Summer
- Children's DIY Workshops
November
- Fall: Home improvement “Fix Ups”: An emphasis on LED light bulbs and other quick projects receive support from in-store signage.
- Veterans Day: For 2023, stores gave away a free collectible pin. Emails highlighted veteran-owned businesses. For 2022, social media shared a DIY wreath project to honor veterans. A portion of the proceeds from shopping the project's supplies went to the nonprofit Building Homes For Heroes.
- PROvember: An annual sales event with savings and rewards-earning opportunities for pros.
- Black Friday: Numerous in-store and online-only deals.
- Cyber Monday: Web-only promotions
- Winter Holidays: Social media touts gift ideas and decorations.
- 25 Days of Deals: New deals daily through Christmas Eve.
- Thanksgiving
- Children's DIY Workshops
December
- Winter: Home insulation and weatherizing products receive in-store promotion.
- Winter Holidays
- 25 Days of Deals
- Children's DIY Workshops