The news: Lowe’s added perks for children to its MyLowe’s Rewards program, its latest effort to engage with younger consumers to build lasting loyalty.

The retailer’s new Kids Club offers access to Lowe’s popular Kids Workshops and adds in-store benefits like free lollipops and other member gifts. Parents can also track their children’s progress and celebrate milestones through their rewards account.

The strategy: Building relationships with Gen Alpha offers both short- and long-term benefits.

Children have considerable sway over where and what their parents buy, even in categories like home improvement.

• Gen Alphas influence 42% of household spending on average—and 49% of high-income household spending—according to a report by DKC News.
• Roughly 1 in 3 US and UK parents (31%) say their children influence their home improvement and furniture purchase decisions, per a January Teneo survey.

For Lowe’s, connecting with Gen Alphas now allows it to stay relevant with younger consumers, which has become even more important as the average age of homeowners climbs.

• The median age of first-time home buyers reached an all-time high of 40 in 2025, according to the National Association of Realtors.
• Among all buyers, less than 1 in 4 reported having a child under the age of 18 living at home, a record low—giving home improvement retailers like Lowe’s fewer chances to connect with younger audiences.

Implications for brands and retailers: Gen Alpha’s growing purchasing power and influence cannot be ignored. Companies need to start building relationships with this cohort now—and have plenty of opportunities to do so given this generation’s strong embrace of digital channels like YouTube and TikTok.

Beyond reaching Gen Alphas on screens, brands and retailers should also follow Lowe’s lead and offer physical experiences to get younger audiences excited about visiting their stores.

Go further: Read our report on Gen Alpha Digital Habits 2026.