Lowe's Builds Future DIYers with New Rewards-Based Kids Club

MOORESVILLE, NC – February 05, 2026 – In a strategic move to cement its relationship with families, Lowe's has launched the MyLowe's Rewards™ Kids Club, an initiative that transforms its long-standing children's workshops into a fully integrated component of its digital loyalty ecosystem. The new program aims to provide hands-on, screen-free activities for children while embedding the brand into the fabric of family life, one small building project at a time.

Announced today, the Kids Club builds on more than two decades of the home improvement giant's popular in-store workshops. For the first time, parents can create profiles for their children within their MyLowe's Rewards™ account, allowing them to manage registrations for free monthly workshops and track their child's progress through a system of digital badges. The program is sweetened with in-store perks, such as free organic lollipops and member gifts, designed to make every trip to the hardware aisle more engaging for its youngest visitors.

A Blueprint for Generational Loyalty

The Kids Club is more than a weekend activity; it represents a significant deepening of Lowe's loyalty strategy. By integrating the program directly into the MyLowe's Rewards platform—which the company overhauled for DIY customers in 2024 and Pro customers in 2025—the retailer is creating a holistic family-centric ecosystem. This move aims to cultivate brand affinity from a young age, potentially creating a pipeline of future homeowners and DIY enthusiasts who grew up with a hammer and a Lowe's apron in hand.

The program employs gamification elements, such as digital and physical badges, to encourage repeat participation and celebrate milestones. This approach is consistent with modern retail trends that leverage interactive experiences to build customer "stickiness" beyond simple price-based rewards. By making the workshops an exclusive, trackable benefit for loyalty members, Lowe's provides a powerful, non-monetary incentive for parents to join and stay active in its rewards program. This strategy not only drives foot traffic for the monthly events but also encourages family shopping trips where the promise of a small delight can make the experience more pleasant for everyone.

"MyLowe's Rewards Kids Club is about creating real moments of connection for families," said Amanda Bailey, Lowe's Vice President of Customer Marketing & Loyalty, in the company's announcement. This sentiment underscores the dual objective: fostering family bonds while simultaneously strengthening the bond between the family and the brand.

An Antidote to Digital Overload

The timing of the launch taps directly into a pervasive concern among modern parents: excessive screen time. Lowe's commissioned research from Talker Research highlighting that 56% of parents report their children's screen time increases during colder months. The same study found that 87% of parents view doing DIY projects together as one of the most rewarding ways to spend family time. The Kids Club is positioned as a direct response to this need, offering a tangible, constructive alternative to digital entertainment.

By providing free, structured, hands-on activities, Lowe's is addressing a key pain point for families seeking meaningful, shared experiences. Child development experts have long championed the benefits of hands-on learning, which helps develop fine motor skills, problem-solving abilities, and a sense of confidence and accomplishment. The Kids Club workshops, which guide children through building small projects, provide a perfect venue for this kind of developmental play. The program’s emphasis on building together reinforces the value of parental involvement and shared achievement, turning a simple trip to the store into a memorable bonding opportunity.

The Store as a Community Hub

This initiative is also part of a broader evolution in the retail industry, where brick-and-mortar stores are being reimagined as experiential community hubs rather than mere transactional spaces. While competitor The Home Depot has a long-established and popular kids' workshop program, Lowe's is aiming to differentiate its offering through deeper digital integration and a more comprehensive in-store experience.

The ability to track progress via digital profiles and the addition of small "moments of delight" during regular shopping trips are key differentiators. These features transform the program from a one-off monthly event into a continuous, rewarding relationship with the brand. It signals a strategic effort to make Lowe's stores destinations for family engagement, not just for home improvement supplies. This shift towards experiential retail is critical for large-format stores competing with the convenience of e-commerce, giving customers a reason to visit in person.

Empowering the Red Vests

Operationally, the program's success hinges on Lowe's approximately 300,000 store associates. The company is leveraging its existing infrastructure and two decades of experience running workshops, which provides a solid foundation for scaling the enhanced Kids Club across its 1,700-plus stores. Preregistration and capacity limits for each workshop help ensure a manageable and high-quality experience without overwhelming store staff.

The program explicitly positions Lowe's "red vest associates" as central figures in this new family experience. They are not just stocking shelves; they are mentors in the workshops and facilitators of joy when they hand a child a lollipop. This expanded role can increase associate engagement and job satisfaction by allowing them to build positive, personal connections with customers in their community. As Amanda Bailey noted, these interactions help turn "everyday visits into moments that feel personal, human and rooted in our communities." By empowering its frontline employees to be brand ambassadors for this family-friendly initiative, Lowe's is investing in the human element as its most valuable tool for building lasting customer relationships.