As Americans buy homes later than ever, Lowe's aims to win shoppers with family events and influencers

Core Insights - Lowe's is implementing strategies to attract younger consumers, particularly millennial and Gen Z parents, as part of a broader effort to increase engagement and sales in a sluggish housing market [4][5][6] Group 1: Marketing Strategies - The relaunch of Lowe's Kids Club program aims to engage children and their parents, encouraging store visits and purchases [4][7] - The company is expanding its product offerings and leveraging social media influencers to appeal to younger shoppers [5][9][27] - Lowe's is enhancing its loyalty program, My Lowe's Rewards, to incentivize frequent visits and purchases, with over 30 million members [6][22] Group 2: Market Conditions - The U.S. housing market remains sluggish, with the median age of first-time homebuyers now at 40 years, leading to postponed home improvement projects [10][11] - Lowe's expects total sales of $86 billion this year, a slight increase from $83.7 billion the previous year, but lower than pre-pandemic levels [11] - The company relies heavily on DIY shoppers, with approximately 70% of sales coming from this segment, contrasting with competitors like Home Depot [12] Group 3: Competitive Landscape - Both Lowe's and Home Depot are experiencing lower demand for big-ticket items due to economic uncertainty and slower housing turnover [13] - Lowe's has made strategic acquisitions to bolster its professional-focused offerings, including Foundation Building Materials and Artisan Design Group [15] - The competition includes independent home improvement shops and major retailers like Walmart and Amazon, which also sell similar products [30] Group 4: Consumer Sentiment - Recent surveys indicate a growing willingness among consumers to purchase homes at higher mortgage rates, with 35% expressing readiness at rates of 5.5% to 6% [17] - The average 30-year mortgage rate has slightly decreased, which may encourage more DIY projects among consumers [18] - Lowe's stock has seen a 22% increase over the past six months, reflecting some optimism about future performance [19]