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01/20/2023

Lowe’s Introduces In-Store Birthday Parties For Kids

The in-store birthday parties will be offered at 10 Lowe’s stores and are designed to “inspire the next generation of builders.”
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A Lowe's store.
  • Lowe’s is launching birthday parties for children at 10 stores.
  • The birthday parties will teach children to build items, such as wooden castles or wall shelves. 
  • The home improvement retailer already offers workshops for both children and adults, as does its competitor, The Home Depot.

Lowe’s is bringing in-store birthday parties for children to 10 of its stores as an expansion of its existing workshop program.

The home improvement retailer announced the new “Build a Birthday” program in a Jan. 19 release. The party packages will be available for children aged five and up for parties on Fridays, Saturdays and Sundays. Children who attend the birthday party event will have the opportunity to construct things like wooden castles, race cars or custom wall shelves, the release said.

The party package also includes safety goggles, aprons and “party construction hats,” according to Lowe’s. The events last for two hours and will be led by a Lowe’s staff member the retailer has dubbed a “Red Vest Party Captain.” The parties are for groups of 12-20 children, and parents can also upgrade the parties to include pizza, drinks and desserts from Domino’s, the release said. Other upgrades include Lowe’s swag, like T-shirts and water bottles. The standard package starts at $349 with upgraded packages starting at $399, according to Lowe’s website.

"Home improvement is about the whole family and that's why we have Weekending at Lowe's events every Saturday at our stores, including our kids' workshops that help us feel connected to our littlest DIYers," said Jen Wilson, senior vice president, enterprise band and marketing at Lowe’s, in the release "And this launch is a natural extension of that relationship – not only do we want to inspire future builders, but we want DIY – and Lowe's – to be an integral part of family milestones and memories."

Lowe’s says the new birthday parties will be available at its stores in: 

  • Brooklyn, New York
  • North Bergen, New Jersey
  • Orem, Utah
  • Huntersville, North Carolina
  • Noblesville, Indiana
  • Naperville, Illinois
  • Franklin, Tennessee
  • Eastlake, California
  • Central Dallas, Texas
  • North Peoria, Arizona

It’s the latest in-store experience from the home improvement retail chain to target children. The retailer already offers workshops as part of its DIY-U program that market both to children and adults. Competitor The Home Depot also offers in-store workshops and programs for children. 

Unique in-store experiences and activations are becoming key as retailers look to differentiate themselves in a landscape that largely prioritized e-commerce during the COVID-19 pandemic. According to a 2021 survey from Raydiant, 90% of consumers said they were more likely to return to a store again to shop if they had a positive in-store experience when they first visited, and 65% said they’d be more likely to spend online with a brand after they had a good experience in store.