Lowe's SpringFest looks to make homes a destination
Lowe’s is pursuing big outdoor seasonal sales with the launch of a month-long “SpringFest” event.
SpringFest will feature the latest merchandising for lawn and garden products, outdoor living, outdoor power equipment and mowers, along with offerings that improve the customers’ backyard experience.
The home improvement giant introduced SpringFest during a virtual press conference held online hosted by Marissa Thalberg, Lowe’s EVP and chief brand and marketing officer, and Bill Boltz, Lowe’s EVP of merchandising.
Boltz said that displays and merchandising in Lowe’s stores have transitioned to a spring theme. The same goes for the product focus on Lowes.com. Additionally, the retailer’s lawn and garden centers are ready for spring sales in most parts of the country.
“It’s about turning our homes into the ultimate destination,” Botlz said.
SpringFest will feature free, curbside family project kits, as well as project inspiration designed to transport households to the destination of their choice without ever having to leave home.
“This idea of the importance of home is strengthening,” said Thalberg. “Ultimately it comes down to this idea of possibility.”
A recent study conducted by Lowe’s shows that homeowners are increasingly confident to take on new home projects. nearly 90% of respondents who completed a home improvement project last year said they plan to do another project this spring. Also, 85% of respondents view their home as a sanctuary.
The home and garden experience will feature online and in-store demos in select stores—from lawncare maintenance with Scotts to paint demos with The Sherwin-Williams Company, all following safety and social distancing guidelines. About 55% percent of homeowners surveyed inspired to upgrade their outdoor entertaining in creative ways, Lowe’s said.
Beginning April 1, customers can register on Lowes.com for free Garden-to-Go kits. The first curbside event will be held on April 8 and then occur each Thursday through the rest of the month. The family-friendly activity kits can be reserved on Lowes.com starting one week before each event and kits include:
- April 8: Garden-to-Go kit sponsored by Miracle-Gro with exclusive recipes from professional cook and food stylist Amanda Frederickson.
- April 15: Lowe’s Mystery Garden Pinata with mystery seed packets.
- April 22: 500,000 tree saplings given out in honor of Earth Day.
- April 29: Lowe’s Butterfly Quest which helps families create a butterfly garden.
Lowe’s is also inspiring households to make “Home” their destination by inviting them to embark on a “Hometrip” Nearly 40% of survey respondents said they were inspired to bring a vacation A HomeTrip series will kick off with a special curation of Miami-inspired products handpicked by Ally Love, founder & CEO of Love Squad, Peloton instructor and a host of the Brooklyn Nets.
“Over the past year, our homes have transformed and supported us in more ways than we could have imagined,” Thalberg said. “Through SpringFest and our invitation to take a Hometrip, we’re making the best of spring available so our customers can transport themselves without ever leaving the sanctuary of home.”
SpringFest is occurring as Lowe's celebrates its 100th anniversary.
“This is our prime time, and we’re ready,” Thalberg noted.