Lowe’s held a kids’ workshop in New Jersey to attract younger parents and kids to its stores. The retailer aims to engage Gen Z and millennial shoppers by offering a wider array of merchandise and leveraging social media influencers. Lowe’s is focusing on customer loyalty through its Kids Club program and plans to expand kids’ workshops.

Home improvement sales have declined as Americans postpone homeownership, with the median age of first-time buyers at 40. Lowe’s expects total sales of $86 billion this year, with a focus on engaging DIY shoppers. Home Depot and Lowe’s have seen lower demand for big-ticket items due to slower housing turnover.

Lowe’s is offering free kids’ workshops to drive customer engagement, encourage app usage, and boost visits to stores. The retailer is expanding its loyalty program benefits and planning to introduce more complex projects for kids. Lowe’s is also launching trendy products and collaborating with influencers to attract customers.

Lowe’s and Home Depot are competing for a limited pool of business while facing challenges from independent and specialty shops, as well as retail giants like Walmart and Amazon. Both retailers are focusing on customer engagement and loyalty through various initiatives, such as free events and new online platforms, to drive sales and attract customers.

Read more at CNBC: Lowe’s offers kid’s events, loyalty program as Americans buy homes later