economy
January 22, 2026
Lowe's bets on kids, creators and Gen Z as Americans delay homebuying
The retailer is trying to attract more store and website visits as the U.S. housing market remains sluggish and customers postpone projects.
TL;DR
- Lowe's is targeting younger demographics, including millennials and Gen Z, and their parents through initiatives like a revamped Kids Club program and influencer collaborations.
- The strategy aims to increase store and website visits amidst a challenging housing market, with consumers delaying homeownership and significant purchases.
- Lowe's is expanding its third-party marketplace and leveraging its My Lowe's Rewards loyalty program to engage customers.
- The company is introducing buzzworthy and impulse-buy merchandise, such as branded mini-toolboxes and candles, to attract new shoppers.
- Lowe's has made strategic acquisitions in the professional market, while Home Depot has also focused on professional sales and same-day deliveries.
- Despite efforts, the success of these initiatives is expected to be gradual, as Lowe's faces headwinds from the housing market.
- Children are identified as significant influencers in parental shopping decisions, prompting Lowe's to focus on family-friendly events.
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