Dive Brief:
- Alongside other retailers creating holiday gift shops, Lowe’s on Thursday debuted its Gift Zone, where shoppers can choose from a range of categories like tools, apparel, smart home products and stocking stuffers.
- The home improvement retailer is offering discounts to professional customers between Oct. 26 and Nov. 22 as part of its “Provember” sales event. Loyalty members can earn additional points on select brands and products such as Klein Tools and Little Giant Ladders, according to the announcement.
- Lowe’s is also discounting merchandise between Oct. 26 and Nov. 22 during its Black Friday Every Day event and from Nov. 30 to Dec. 24 during its 25 Days of Deals event, per the press release.
Dive Insight:
With its “Provember” holiday promotion, Lowe’s continues to court its professional customers. Two years ago, the company opened its Pro Fulfillment Center in Charlotte, North Carolina, and began offering same-day and next-day deliveries from the facility to professionals. Earlier this year, the retailer debuted its MVP Business Tools online and mobile app, where customers could get supply quotes, track orders and reorder previously purchased products.
Besides catering to professional contractors, Lowe’s has also sought do-it-yourself shoppers. In September, the company renewed its previous deal with the NFL, extending its role as the league’s official home improvement partner. The retailer launched a campaign centering on DIYers and offered limited-edition DIY Wrist Coach accessories in select markets.
Ahead of the holidays, Lowe’s teamed up with Carhartt to sell the workwear brand’s merchandise, including beanies, pants, t-shirts and jackets, online and in 250 locations. Now for the holidays, in its new Gift Zone, the retailer is including Carhartt products alongside other brands like Craftsman, Kobalt and Flex.
“This holiday season, Lowe’s is offering new, can’t-miss deals every single week and convenient services to make the holidays easier for all,” Jennifer Wilson, Lowe’s senior vice president of enterprise brand and marketing, said in a statement. “Regardless of whether you’re a DIYer or a Pro, we have ways to save both time and money when customers choose Lowe’s this holiday season.”
