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Industry & Trends

Lowe’s Wants to Get Builders-to-Be at a Young Age

Figuring it’s never too soon to start building relationships with future customers, Lowe’s has launched a program of in-store birthday parties in selected stores. Candles included.

Lowe’s, the second largest home improvement chain in the country with more than 2,200 stores, is hoping a new program will close the gap with number one, Home Depot, by attracting future customers at a young age…a very young age.

Earlier this year it began a program called “Build a Birthday” that invites kids and their families to celebrate inside ten test stores that it hopes “to inspire the next generation of builders while giving parents a comprehensive one-stop party solution.”

Packages include safety goggles, aprons, and party construction hats, which the retailer says will allow parents to relax, “knowing all the details are covered.” Each two-hour Lowe’s Build a Birthday experience is led by a “Lowe’s Red Vest Party Captain,” and kids will get practical and hands-on knowledge in an in-store environment, it says. Prices start at $349 and extras like Domino’s pizza and Lowe’s swag can be added on at additional cost.

“Home improvement is about the whole family and that’s why we have Weekending at Lowe’s events every Saturday at our stores, including our kids’ workshops that help us feel connected to our littlest DIYers,” said Jen Wilson, senior vice president of enterprise brand and marketing. “And this launch is a natural extension of that relationship – not only do we want to inspire future builders, but we want DIY – and Lowe’s – to be an integral part of family milestones and memories.”

(Photo courtesy of Lowe’s)

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