Qurate Retail Group and the National Retail Federation (NRF) Foundation are expanding their Small Business Spotlight initiative to support 100 entrepreneurs of diverse backgrounds in 2021. Through this program, Qurate Retail Group will provide the selected businesses with on-air and/or digital exposure and various other pro-bono in-kind services.
This initiative expansion builds on the Small Business Spotlight both companies launched in May 2020 to help small businesses challenged by COVID-19, in which the first 20 participating businesses received on-air interview segments, repackaged video on QVC and HSN streaming services, email marketing, social posts, and website exposure. A survey showed that more than 80% of businesses saw increases in online sales and new customers. A second phase of Small Business Spotlight, conducted from August through October, featured 40 Black-owned businesses.
Throughout 2021, QVC US, HSN, and Zulily – which reach more than 90 million homes in the U.S. 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 (February), Women’s
History Month (March), National Military Appreciation Month (May), Pride Month (June), National Hispanic Heritage Month (September), and National Disability Employment Awareness Month (October). All participating businesses will be profiled on QVC.com and HSN.com and will receive PR support. Due to planning and production requirements, featured small businesses for Black History Month and Women’s History Month have already been selected.
In addition, businesses selected for on-air exposure will be featured in several two-to-four-minute live segments on QVC and HSN, with videos also shared on QVC’s and HSN’s social pages and streaming service. These businesses will also have an opportunity to participate in a virtual mentorship program with Qurate Retail Group team members. Businesses will receive social tools and resources to promote their participation.
The application period opened January 19 and closes February 26. To qualify, a business must meet the program’s eligibility requirements, including employing 100 or fewer workers, being 51 percent owned by an entrepreneur of a diverse background, and having an ecommerce capability and social media presence.