Lowe’s is doubling down on efforts to attract younger consumers as the U.S. housing market remains sluggish and traditional demand softens. The home improvement retailer has relaunched its Kids Club program and expanded its marketing playbook to better resonate with Gen Z, millennials, and even Gen Alpha shoppers.
The relaunch comes alongside broader strategic shifts, including increased influencer and creator partnerships and an expanded merchandise assortment from third‑party vendors aimed at diversifying appeal beyond core DIY and Pro segments.
Relaunching Kids Club to Build Early Brand Connections
A centerpiece of Lowe’s youth engagement strategy is the refreshed Kids Club, which offers free DIY workshops, digital badges, exclusive gifts, and family‑friendly events that encourage participation with hands‑on projects.
Originally designed to drive in‑store experiences, the updated program aims to deepen brand affinity with families by creating memorable moments that link creativity and learning with Lowe’s product offerings. Building these early connections can help the retailer grow long‑term loyalty among future homeowners and project enthusiasts.
Influencer and Creator Networks Expand Reach
Lowe’s has also embraced influencer marketing and creator partnerships to meet younger shoppers where they spend time online. The company launched a creator network that enables social media personalities—including high‑profile partners—to build storefronts on Lowe’s platforms and showcase home improvement projects.
This initiative reflects wider trends in marketing, as younger generations increasingly turn to creators for inspiration and purchasing guidance rather than traditional ads. Studies suggest Gen Z and millennials are more likely to trust recommendations from creators they follow, making this an attractive channel for brand engagement.
Broader Context: Sluggish Housing, Strategic Adaptation
Lowe’s push to diversify its audience comes amid ongoing housing market headwinds, with high mortgage rates and cautious consumer spending weighing on home improvement demand. Major retailers in the sector have reported pressured profits and trimmed guidance as a result.
To counter these pressures, Lowe’s is evolving its mix of merchandise, investing in digital marketing, and leaning into omnichannel experiences that blend online inspiration with in‑store execution.
Looking Ahead: Engaging the Next Generation of Shoppers
By combining early‑life brand engagement through programs like Kids Club and data‑driven influencer strategies, Lowe’s aims to remain relevant to younger cohorts who will shape future homeownership and renovation trends.
These efforts align with broader retail marketing shifts that prioritize authentic connections and social‑first engagement to capture attention in an increasingly competitive landscape.
More about relaunches:
Staff Report
Staff Report
Dan Craft
