But home improvement brands like Home Depot and Lowe’s, as well as gardeners like Scotts Miracle-Gro, are ready with fresh marketing designed to continue to entice the shoppers who flocked to their brands amid the pandemic. Even furniture retailers Wayfair and RH, formerly known as Restoration Hardware, are planning to continue the momentum. RH recently said it is forecasting growth of as much as 20% this year. To stay ahead, retailers are pushing their omnichannel capabilities and offering different products, like a Garden-to-Go kit available for drive-up pickup at Lowe’s. Kahn says they’re already well-positioned after a year of consumer connections.
“If you’re really customer-focused and following where your customers are in their journey, you can pivot pretty quickly,” she says, noting that Lowe’s and Home Depot showed such flexibility by selling candy to customers last Halloween. “They were in the right place at the right time, but they were also understanding the trends of retail.”
Lowe’s recently kicked off a month-long spring campaign, called SpringFest, that is meant to continue consumers’ love affair with their homes. A 30-second spot, created by the Moorseville, N.C.-based retailer’s agency-of-record Deutsch LA, shows people gardening, grilling and mowing their lawns.
“To go somewhere new, you don’t have to log miles, just open your mind—the place you want to go, might be just outside your door,” a voiceover says. In the most recent fourth quarter, Lowe’s reported a 29% increase in same-store sales, along with net sales of $20.3 billion, a 27% rise over the year-earlier period.