Lowe’s Is Using Facebook Live to Unveil Its Black Friday Deals This Weekend

Building hype for the holidays with social video

Can live video help retailers win the battle known as Black Friday? Lowe's, the do-it-your-self home improvement brand, intends to find out. 

The Mooresville, N.C.-based company will reveal 11 Black Friday deals during a 20-minute segment on Facebook Live on Saturday. Lowe's didn't disclose a budget spend, but it's been running video ads on the social platform for the last two weeks to push the livestream event, which is called "Mystery Box Bonanza."

On Nov. 2, Lowe's teased out Saturday's effort via Facebook Live, getting more than 2,700 real-time onlookers. Since then, the recorded version of the video has garnered 1.4 million views.

Lowe's appears to have invested significantly in Facebook video during 2016. For instance, it tested Facebook 360-degree clips in July that were intended to teach viewers a few home improvement skills.