Lowe’s is rolling out Black Friday deals starting Oct. 29 and offering loyalty members early doorbuster access, as holiday shoppers chase discounts and many brace to borrow for gifts.
Retail Dive reported that the home improvement retailer will begin its Black Friday savings push on Oct. 29, with extra breaks for loyalty rewards members, after a company press release landed Thursday.
The move stretches holiday markdowns across weeks, not a single frantic weekend. Public doorbusters hit Nov. 27. Rewards members get those doorbuster deals one day earlier.
Jen Wilson, chief marketing officer at Lowe’s, framed the push around less stress at home.
"The holidays should be about enjoying your home, not stressing over everything it takes to get it ready,"
Wilson added a fuller pitch on decorating, hosting, gifts, and last-minute projects.
"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."
Beyond the Oct. 29 start, Lowe’s plans a 12 Days of Deals run ahead of Black Friday. Then come December Deal Drops from Dec. 3 through Christmas Eve.
That calendar keeps promotions live from late October almost to the holiday itself. Shoppers who wait for one morning in November are no longer the only ones in the fight for a lower price.
The company is also steering customers to Mylow, the AI tool it released in 2025. Lowe’s says shoppers can use it to plan holiday decor, build hosting checklists, answer loyalty members’ questions, and tighten search results.
Adobe’s analysis puts Black Friday sales up 9.2% from last year to $12.9 billion. Cyber Week sales are projected to grow 7.4% year over year to $47.5 billion.
Demand for a bargain is not a side note. A recent ICSC survey found almost 70% of respondents said discounts, promotions, and exclusive deals would drive more in-store shopping.
Nearly half of those surveyed anticipate borrowing money to cover holiday purchases they cannot pay for in full. That is the real backdrop for early doorbusters and weeks of “deal drops”: families stretching cash, not just chasing gadgets for fun.
Lowe’s entered the holiday season after a stronger second quarter. Sales rose 8.3% year over year to nearly $26 billion. Comparable sales ticked up 0.2% from a year earlier, the fifth straight quarter of comp growth.
Even so, the company cut its full-year outlook and now predicts total sales of $92 billion, the low end of prior guidance. Growth on the board did not stop management from dialing back the year’s target.
Early Black Friday pricing, loyalty perks, and an AI planning tool are how a major retailer courts value-hungry customers while that softer full-year picture hangs in the background.
When nearly half of shoppers already expect to borrow for Christmas, the stores that put real discounts on the calendar first are the ones speaking to working families’ budgets, not the ones still waiting for a single November stampede.