Lowe’s has a different approach to Black Friday than most brands. That’s not just owing to a certain strain of iconoclasm at the brand. It’s also because, practically speaking, the winter months aren’t necessarily the busy season for people seeking home-improvement projects.

“Our business is not like other retail. Our Super Bowl, if you will, is really more the spring season,” explains Marci Grebstein, chief marketing officer at Lowe’s.

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