Qurate, NRF Expand Small Business Spotlight

The Qurate Retail Group and the National Retail Federation Foundation announced they are expanding their Small Business Spotlight program to support 100 entrepreneurs of diverse backgrounds in 2021.

Qurate Retail Group will provide the selected businesses with on-air and/or digital exposure and various other pro-bono, in-kind services. The program builds on Qurate Retail Group’s support of small businesses, the company stated, and reflects its joint commitment with NRF Foundation to increase opportunities for underrepresented groups.

Throughout 2021, Qurate’s QVC US, HSN and Zulily operations— which, the company noted, reach more than 90 million U.S. homes via broadcast channels and millions more via digital and social platforms— will promote selected small businesses during heritage and recognition months, including Black History Month in February, Women’s History Month in March, National Military Appreciation Month in May, Pride Month in June, National Hispanic Heritage Month in September and National Disability Employment Awareness Month in October. QVC.com and HSN.com will profile all the participating businesses and help provide PR support under the positioning umbrella Our Brands.

“Our brands’ reach across traditional linear TV, digital platforms, and social media-based live-streaming is unrivaled and gives us an extraordinary ability to bring together large communities of highly engaged shoppers around shared interests,” said Mike George, Qurate president and CEO. “Through the Small Business Spotlight, we are extending our impact far beyond the many entrepreneurial businesses in our vendor base. We’re proud to offer special support to local small businesses and their communities,”

QVC and HSN will feature businesses selected for on-air exposure in several two- to four-minute live segments, Qurate pointed out, with the repackaged video shared on QVC’s and HSN’s social pages and streaming service. The businesses involved will have an opportunity to participate in a virtual mentorship program with Qurate Retail Group team members.

Qurate added Zulily’s digital channels will amplify the Small Business Spotlight as it proceeds.

Because of planning and production requirements, the program runners already have selected the featured small businesses for Black History Month and Women’s History Month, but the application for Small Business Spotlight participation is now otherwise open and closes February 26. To qualify, a business must meet the program’s eligibility requirements, including employing 100 or fewer workers; being 51% owned by an entrepreneur of diverse background; and having e-commerce capability and social media presence. Businesses interested in the program also can contact the NRF Foundation for more information.