Lowe’s offers a way for shoppers to decorate more, buy more

Hardware chain has doubled its gift zone, expanded its Holiday Living own brand decorations, as part of its “Make More” holiday campaign.
Dan Ochwat
Executive Editor
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Lowe’s is joining other retailers such as Walmart and Target to get in on an earlier shopping season for the holidays and is expanding its branded and private brand assortment around decorating and gift giving.

Bill Boltz, EVP of merchandising at Mooresville, N.C.-based Lowe’s, said more than 90% of shoppers expect to spend the same or more on gifts this year, despite the pandemic. A study from Vericast found shoppers could be spending more on store brands, too, in an effort to save money.

As part of its “Total Home Strategy,” the retailer has been enhancing its private brand products, too, particularly in home decor through its allen + roth brand and more. For the holiday season, Boltz said during a virtual press briefing that the stores are set and well positioned nice and early to get ahead of supply chain issues happening around the country.

a man wearing a suit and tie
Bill Boltz

He said stores are ready now with its decorations, particularly with an expanded assortment of its own brand Holiday Living assortment that is online. The retailer has added 40 new pieces to the collection of artificial trees and wreaths, inflatables and traditional decor, Boltz said.

In fact, Boltz said, Lowe’s is carrying its largest selection of artificial trees ever this year, highlighted by a tree that times the blinking of lights to a song of the buyer’s choosing. 

For gifts and entertaining, Lowe’s is also doubling the size of its Gift Zone section in stores which highlight special buys, some exclusive and store brand, including smart home products, tools and unexpected items based on consumer insights like a neck massager, wine chiller or even an ATV in rural stores, Boltz said during the briefing.

Lowe’s is calling its holiday campaign, “Make More,” bringing more gifts, decorations and products to try and be a one-stop shop for the holidays, Boltz said, and in an effort to enable consumers to “make more memories.”

At the end of the month, Lowe’s will begin its “Season of Savings,” event with price drops on items like the exclusive Craftsman 20-Volt Max Brushless Power Tool Combo Kit, a Google Nest Mini and other tools, both for the DIY or professional.

The  Season of Savings event will offer shoppers a way to buy online, too, with two-day shipping, in-store locker options and curbside for same-day opportunities. 

“This holiday season, we know customers are looking forward to the chance to relax and create memories with their families and loved ones. That time together is really important, which is why we have taken steps to make sure holiday shopping is more convenient than ever — in our stores and on — so customers can focus on those holiday moments at home,” said Boltz. “We expect customers are going to want to go big this year, so we are excited to offer them the products and experiences they need to make the most out of their holiday season.”