What: a special after-hours event at selected Lowe’s stores for Valentine’s Day

Why it is important: retailers are going over backwards to bring customers back instore, and are resuming to experiential retail -strictly safe. Experiential retail was booming before the pandemic, and is now (more than ever) needed to attract people in; when they would rather stay safe and shop from home

Fifty couples will win the after-hours in-store experience 'Night of Lowemance' date and enjoy activities such as splash paint a large canvas together. "We’ve seen all of this great DIY energy that people have channelled throughout these long months,” said Marisa Thalberg, Lowe's executive vice president, chief brand and marketing officer. “We thought why not turn it into some romantic DIY energy and create something that has long-lasting benefits, which is the spirit of DIY in general.”

Part of the event will be digital (for couples who couldn’t get the store experience) and will feature Chef Kelli Ferrell showing how to make a charcuterie board and themed mocktail on pre-Valentine’s Day.

Recently 7-Eleven partnered with Airbnb to create a “gaming palace” where customers can spend the night enjoying video games.

Valentine's Day at Lowe's? 50 couples will win a 'Night of Lowemance' date

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