Budgets during the 2025 holidays were tight for a lot of people. And in that reality, creating a typical “everything is perfect and magical” holiday commercial felt about as smart as taunting Krampus.

So instead, we acknowledged our customers’ challenges and showed them how to make their holidays amazing on any budget.

Speaking of budgets, the approach worked. It was credited with driving 57% of 2025 Holiday sales, helping Lowe's lead the category in top-line growth with +10.9% YoY and $20.6B in Q4 revenue.