In this articleLOWFollow your favorite stocksCREATE FREE ACCOUNTNear expansive aisles of home improvement supplies, some of Lowe’s tiniest shoppers worked this Saturday on do-it-yourself projects of their own.The children, some as young as 3, sported miniature versions of the retailer’s signature red aprons while hammering together washing machine-themed piggy banks at the retailer’s kids’ workshop at the company’s store in North Bergen, New Jersey.Lowe’s is trying to attract a younger audience — though it hasn’t suddenly found an untapped market for home improvement spending from preschoolers. When the retailer this month relaunched its Kids Club program and began handing out lollipops to children who visit its stores, it was really a step in a strategy to win more business from younger parents, especially those who aren’t yet homeowners.It’s not just young parents, though. Lowe’s wants to reel in new shoppers from the Gen Z and millennial generations, which are buying homes later than their parents did. Other moves to win over the cohorts include adding a wider array of merchandise through its third-party marketplace and tapping into a network of influencers on social media.The company wants to attract more frequent store and website visits as the U.S. housing market remains sluggish, consumers put off homebuying until later in life and higher prices of everyday expenses cause more people to postpone big purchases and projects like kitchen renovations. It is adding some of the features through My Lowe’s Rewards, a customer loyalty program for DIY shoppers, which the company launched two years ago and which has grown to over 30 million members. “What we’ve been challenged with from a marketing perspective and a total brand perspective is how to drive relevancy among consumers who aren’t in the homeowner category or who desire to be in the homeowner category, but aren’t financially able to do that,” Lowe’s Chief Marketing Officer Jen Wilson said.Lowe’s relaunched its Kids Club, a free workshop where children can tackle their own do-it-yourself projects. The workshop was recently held at its store in Matthews, North Carolina.Courtesy of Lowe’sShe said that has encouraged the home improvement retailer to think about “driving relevancy in new ways,” including adding more events and seeking out surprising or buzzy merchandise that may catch the attention of a potential shopper on TikTok.That’s where kids fit in, too. She said one of Lowe’s surprising findings from market research was the strong influence of children in shaping where their parents choose to shop, especially for millennial parents.[embedded content]Home Depot and Lowe’s storesGetty ImagesPutting off projectsAs home prices and borrowing costs have risen, more Americans have postponed homeownership, a life stage that tends to nudge people toward springing for purchases of paint or hardware, or hiring home improvement professionals like electricians or plumbers. The median age of a first-time homebuyer is now 40 years old, an all-time h …
