’Tis the Season: A Predictability Lesson from Lowe’s
Predictable growth isn’t about waiting for demand and reacting to it. They didn’t wait for the buying season. They helped start it.
’Tis the Season’ 🎄
Christmas in Early October
I went to Lowe’s yesterday to pick up something for the yard. It was October 5th.
And apparently… ’Tis the season.
Christmas trees. Lights. Santa. Rudolph. The whole crew. To be fair, there was a small section for Halloween. But the prime real estate? St. Nick had already moved in.
My reaction was probably the same as yours: Are you kidding me? Christmas decorations already?
So naturally, I went home and told Victoria. “Can you believe Lowe’s already has all their Christmas stuff out?”
Her response: “Didn’t we have several of our outdoor lights burn out last year?”
Uh oh. She was right.
Then I remembered something else. Last year, they sold out.
Guess who went back to Lowe’s TODAY to buy Christmas lights? 🙋♂️
Crazy or Brilliant?
So now I’m wondering… Is Lowe’s crazy? Or are they brilliant?
Think about what just happened. I wasn’t thinking about Christmas. I wasn’t shopping for Christmas. But Lowe’s got me thinking about it.
That started a conversation. The conversation got me thinking differently. Thinking differently reminded me of last year. And the fear of missing out created a sale.
That’s a pretty good buying experience.
And now I’m posting about the fact that Lowe’s already has its Christmas decorations out. They got the sale AND the free advertising.
Well played, Lowe’s. 😂
The Lesson Under the Santas
There’s a growth lesson underneath all those inflatable Santas. One of the 5 Stones of Growth is Predictability.
Predictable growth isn’t about waiting for demand and reacting to it. It’s understanding your buyer well enough to anticipate when demand is coming, what will trigger it, and being there before the buyer realizes they’re ready.
Lowe’s knows Christmas is coming. They also know if they wait until everyone decides it’s officially “Christmas season,” they’ll be competing for the same customer at the same time as everyone else.
They didn’t wait for the buying season. They helped start it.
When Do You Show Up?
So ask yourself: When does your customer’s buying process really begin? Are you waiting until they’re ready to buy before you show up?
Because by then, somebody else may already have Santa standing in the middle of the aisle.
As for me? I still think Christmas decorations on October 5th are ridiculous. But I bought the lights. 🎅🎄
Maybe Lowe’s knows exactly what they’re doing.
’Tis the season.
