Lowe's Launches MyLowe's Rewards™ Kids Club to Build Stronger Connections with Families

Rhea-AI Summary

Lowe's (NYSE: LOW) launched MyLowe's Rewards Kids Club on Feb 5, 2026, expanding Kids Workshops into a family-focused loyalty experience. The program adds kids to MyLowe's profiles, offers free monthly hands-on workshops, digital badges, multi-child registration, and small in-store delights. Registration opens now; next workshop is Feb 21, 2026. New survey cites 56% of parents reporting increased screen time in colder months and 87% valuing DIY family time. Details and enrollment available in the Lowe's app or at Lowes.com/KidsClub. Terms, member requirements, and space limits apply.

News Market Reaction

-0.35%

1 alert

-0.35% News Effect

On the day this news was published, LOW declined 0.35%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Survey sample size: 2,000 parents Increased screen time: 56% of parents Value of DIY time: 87% of parents +3 more

6 metrics

Survey sample size 2,000 parents Talker Research survey of millennial and Gen Z parents

Increased screen time 56% of parents Report kids’ screen time increases during colder months

Value of DIY time 87% of parents Say DIY projects are among the most rewarding family activities

Kids’ ages 2–18 years Age range of children in the commissioned survey

Survey window Jan. 13–19, 2026 Field dates for Talker Research online survey

Workshop date Saturday, February 21 Next Kids Club workshop across Lowe’s stores

Market Reality Check

Price: $278.38 Vol: Volume 2,665,353 is below...

normal vol

$278.38 Last Close

Volume Volume 2,665,353 is below the 20-day average of 3,036,614 ahead of this announcement. normal

Technical Shares trade above the 200-day MA, with price 275.85 vs. MA(200) 240.98, near the 281.36 52-week high.

Peers on Argus

LOW gained 0.36% with mixed peer moves: key U.S. home improvement peer HD rose 0...

LOW gained 0.36% with mixed peer moves: key U.S. home improvement peer HD rose 0.68%, FND gained 2.68%, while broader retail/e-commerce names like SE and PDD declined. This points to a more company-specific bias than a uniform sector rotation.

Historical Context

5 past events · Latest: Jan 16 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Jan 16	Sports partnership	Positive	+0.2%	Expanded Inter Miami CF partnership and branding at Miami Freedom Park.
Jan 02	Marketing promotion	Positive	+2.4%	National Popcorn Day promotion with Cinemark using Lowe’s branded buckets.
Nov 25	Conference appearance	Neutral	+1.5%	CEO participation in Morgan Stanley Global Consumer & Retail Conference.
Nov 19	Earnings release	Positive	+4.0%	Q3 2025 results with higher sales, adjusted EPS growth, updated outlook.
Nov 14	Dividend declaration	Positive	-1.3%	Announcement of a quarterly cash dividend of $1.20 per share.

Pattern Detected

Recent news around partnerships, promotions, earnings, and dividends has generally seen modestly positive price reactions, with only the dividend headline followed by a negative move.

Recent Company History

Over the past few months, Lowe’s has mixed strategic marketing and financial milestones. A renewed Inter Miami CF partnership on Jan. 16, 2026 and a Cinemark promotional tie-up on Jan. 2, 2026 both coincided with small positive moves. Participation in a Morgan Stanley conference on Dec. 2, 2025 and strong Q3 2025 results on Nov. 19, 2025 were also followed by gains. A dividend declaration on Nov. 14, 2025 was the exception, with a negative next-day reaction.

Market Pulse Summary

This announcement introduces MyLowe’s Rewards Kids Club as an extension of Lowe’s long-running Kids ...

Analysis

This announcement introduces MyLowe’s Rewards Kids Club as an extension of Lowe’s long-running Kids Workshops, aiming to deepen household engagement through free monthly projects, digital badges, and in-store experiences. Against a backdrop of shares trading near their 52-week high and above the 200-day MA, it adds another loyalty and traffic driver alongside recent partnerships and promotions. Investors may watch for commentary on member adoption and incremental store visits in future disclosures.

AI-generated analysis. Not financial advice.

For the first time, parents can add their kids directly to a MyLowe's Rewards™ profile—unlocking a Kids Club experience that blends hands-on building, digital badging and in-store moments of human connection

MOORESVILLE, N.C., Feb. 5, 2026 /PRNewswire/ -- Lowe's is expanding its family offerings with the launch of MyLowe's Rewards™ Kids Club, a new platform that builds on more than two decades of the company's popular Kids Workshops to help parents and kids build skills, confidence and meaningful connections together.

For the first time, families can track kids' progress through digital badges and manage workshop registration for multiple children within a single MyLowe's Rewards™ account, while enjoying free monthly workshops, family-friendly in-store moments—including small delights like free, organic lollipops—and hands-on experiences supported by Lowe's red vest associates.

New Lowe's research^{^} highlights why this moment matters: 56% of parents say their kids' screen time increases during colder months, while 87% say doing DIY projects together is one of the most rewarding ways they spend time as a family. Kids Club was designed to meet that need by making shared, screen-free experiences easier for families to access—today and over time.

"MyLowe's Rewards Kids Club is about creating real moments of connection for families," said Amanda Bailey, Lowe's Vice President, Customer Marketing & Loyalty. "By launching Kids Club, we're giving the whole family more reasons to visit Lowe's, build together and stay engaged over time—pairing hands-on experiences with the support of our red vest associates, who inspire creativity in a workshop or create a moment of joy when handing out lollipops while their parents shop the aisles of our stores. It's moments like this that create relationships that help turn everyday visits into moments that feel personal, human and rooted in our communities."

What families can expect with MyLowe's Rewards Kids Club:

• Hands-On Workshops^*: Free, monthly DIY projects to help kids build real-world skills and confidence, supported by Lowe's red vest associates.
• Digital Badges & Kids Profiles: New tools that allow families to track progress, celebrate milestones and manage participation for multiple kids.
• In-Store Moments of Delight: Small, kid-friendly surprises like free, organic lollipops and access to free member gifts, designed to make every visit to Lowe's more memorable.

Registration is now open for Kids Club workshops, with spots expected to fill quickly. The next Kids Club workshop will take place at Lowe's stores nationwide on Saturday, February 21. Join MyLowe's Rewards™ and explore the new MyLowe's Rewards™ Kids Club at Lowes.com/KidsClub or in the Lowe's app.

^Talker Research surveyed 2,000 American millennial and Gen Z parents of children aged 2 – 18 who have access to the internet; the survey was commissioned by Lowe's and administered and conducted online by Talker Research between Jan. 13 and Jan. 19, 2026. 

*Kids profile & workshop registration required; space limited. Parent/Guardian must attend workshops. Details at Lowes.com/KidsClub. MyLowe's Rewards™ program subject to terms & conditions. Details at Lowes.com/Terms. Subject to change.

About Lowe's
Lowe's Companies, Inc. (NYSE: LOW) is a FORTUNE® 100 home improvement company serving approximately 16 million customer transactions a week, with total fiscal year 2024 sales of more than $83 billion. Lowe's employs approximately 300,000 associates and operates over 1,700 home improvement stores, 530 branches and 130 distribution centers. Based in Mooresville, N.C., Lowe's supports the communities it serves through programs focused on creating safe, affordable housing, improving community spaces, helping to develop the next generation of skilled trade experts and providing disaster relief to communities in need. For more information, visit Lowes.com.

Contact:
MJ Wilson
Lowe's Companies, Inc
mj.wilson@lowes.com

View original content to download multimedia:https://www.prnewswire.com/news-releases/lowes-launches-mylowes-rewards-kids-club-to-build-stronger-connections-with-families-302679555.html

SOURCE Lowe's Companies, Inc.

FAQ

What is MyLowe's Rewards Kids Club and how does it work for LOW shareholders?

MyLowe's Rewards Kids Club is a family loyalty extension offering kids profiles, digital badges and workshops. According to the company, it integrates kids into MyLowe's accounts to boost family store visits and engagement, potentially increasing foot traffic and repeat customer interactions over time.

When is the next Kids Club workshop at Lowe's (LOW) and how do parents register?

The next Kids Club workshop is scheduled for Saturday, February 21, 2026. According to the company, parents can register via the Lowe's app or at Lowes.com/KidsClub; workshops require a kids profile and space is limited, so early registration is advised.

What features does MyLowe's Rewards Kids Club include for families and kids at LOW stores?

Kids Club includes free monthly hands-on workshops, digital badges, multi-child profile management, and small in-store surprises. According to the company, these features aim to track progress, celebrate milestones, and create family-friendly moments supported by Lowe's red vest associates.

How did Lowe's (LOW) justify launching Kids Club—what research supports it?

Lowe's cited commissioned survey results showing 56% of parents say kids' screen time rises in colder months and 87% value DIY family projects. According to the company, these findings motivated Kids Club to encourage screen-free, skill-building family activities in stores.

Are there requirements or limits for participating in Lowe's MyLowe's Rewards Kids Club (LOW)?

Participation requires a MyLowe's kids profile and workshop registration; parent or guardian attendance is required. According to the company, workshops have limited space, member terms apply, and program details and eligibility are posted at Lowes.com/KidsClub and Lowes.com/Terms.