Dive Brief:
- Lowe’s is rolling out its Black Friday deals starting Oct. 29 and extending additional discounts to its loyalty rewards members, the home improvement retailer said in a press release Thursday.
- In addition to its early Black Friday deals, the retailer is offering rewards members early access to its Black Friday Doorbuster deals one day before they become available to the public on Nov. 27.
- The company is also hosting 12 Days of Deals event ahead of Black Friday and December Deal Drops discounts between Dec. 3 and Christmas Eve.
Dive Insight:
Beyond launching discounts earlier, the home improvement retailer is promoting its AI tool to help consumers during the busy holiday season.
In 2025, the company released Mylow, its AI assistant, to respond to its loyalty members’ questions and improve search results. In its Thursday announcement, the retailer noted that shoppers can use Mylow to plan their holiday decor and organize hosting checklists, among other tasks they need to complete for the holidays.
“The holidays should be about enjoying your home, not stressing over everything it takes to get it ready,” Jen Wilson, chief marketing officer at Lowe's, said in a statement. “Whether customers are decorating, hosting, finding the right gift or tackling that last project before guests arrive, we want to make every step a little easier so they can spend less time getting ready for the holidays and more time enjoying them.”
Indeed, consumers are looking to save money this holiday season by taking advantage of Black Friday and Cyber Week deals, even as holiday sales are expected to soar. This year, Black Friday sales are expected to rise 9.2% from last year to $12.9 billion, and Cyber Week sales are projected to grow 7.4% year over year to $47.5 billion, according to an Adobe analysis.
Meanwhile, almost 70% of respondents to a recent ICSC survey said discounts, promotions and exclusive deals would drive more in-store shopping. Nearly half anticipate borrowing money to cover holiday purchases they can’t pay for in full, the survey found.
As the company heads into the busiest season of the year, Lowe’s is cautious about its full-year performance. In its Q2 earnings report, the company reported an 8.3% year-over-year increase in sales to nearly $26 billion, while comparable sales ticked up 0.2% from a year prior, marking the fifth consecutive quarter of comp growth. Still, the retailer cut its full-year outlook, predicting total sales of $92 billion, which is on the low-end of its previously issued guidance.
