As one of the few retail chains to benefit from increased sales during pandemic-related lockdowns, Lowe’s isn’t holding back this holiday season. The home improvement chain is using the momentum it has gained in recent months to fuel a buying season that includes expansion into new categories and merchandise, and different types of marketing like activations.
“We know consumers are going to continue to invest in their homes,” says Marisa Thalberg, who joined Lowe’s as executive VP and chief brand and marketing officer in February. Indeed, as consumers work on home projects started during the coronavirus, they’ll also be buying items like décor and appliances, experts say. Market research firm NPD predicts a 16% growth in small appliance sales and a 13% growth in non-electric housewares this holiday season.
Lowe’s marketing effort kicks off this week with cyber deals beginning Oct. 22. The Mooresville, N.C.-based chain will be highlighting new brands and merchandise from both categories, even as it continues to focus on areas it is already well-known for, like tools. A 30-second spot airing Oct. 25 features much of the new behavior consumers are familiar with, like home schooling; it also shows kids playing on scooters and holiday tree decorating as a family celebrates Christmas together at home. Lowe’s worked with Via Agency on the spot.