Fund Details
Qurate Retail Group/ NRF Foundation Small Business Spotlight 2021


In 2020, Qurate Retail Group partnered with the NRF Foundation to shine a light on small businesses impacted by the economic challenges of COVID-19 and promote diversity, equity and inclusion through the Small Business Spotlight initiative. This campaign showcased the exceptional stories and resilience of small businesses using Qurate Retail Group’s production resources, television broadcasts and digital platforms, and offered access to the expertise of the retailer’s team members through a Virtual Mentorship program. The initiative saw great success, with many participating businesses reporting increases in web traffic, social engagement and new customers.

Qurate Retail Group and the NRF Foundation are excited to announce the continuation of the Small Business Spotlight through a year-long program in 2021. The focus of the 2021 SBS program will be to intentionally highlight a diverse set of business owners sharing their inspiring stories of innovation and resilience, reflecting Qurate Retail Group and NRF Foundation’s commitment to increase opportunities for underrepresented groups. CLICK HERE for FAQ's on the application process.

A national call for applications will be issued in mid-January with a deadline of February 26. One hundred small businesses will be selected to be featured throughout 2021 during heritage and recognition months* (including Black History Month, Women’s History Month, National Military Appreciation Month, Pride Month, National Hispanic Heritage Month, and National Disability Employment Awareness Month) on Qurate Retail Group’s on-air, digital and social platforms, with some receiving on-air exposure and others receiving digital promotion.

Small businesses selected for on-air exposure will receive four 2-4 minute live segments on QVC and HSN; a profile on a SBS landing page on and; footage from their live segments repurposed on social and streaming services; amplification of the effort on Zulily’s digital channels; PR/media support from a Qurate Retail Group team member, and the opportunity to participate in a virtual mentorship program.

Small businesses selected for digital exposure will be featured on the SBS landing pages on and through the end of 2021, receive amplification of the effort on Zulily’s digital channels, and be provided social media tools to promote their participation.

*Due to planning and production requirements, featured small businesses for Black History Month and Women’s History Month have already been selected.

Please direct questions to

Candidates will be selected based upon the following criteria:


  • Confirm company is 51% owned by one or more of these groups: Asian; Black; Hispanic or LatinX; Indigenous or other person of color; LGBTQ; Women; Disabled; or U.S. Veteran 

  • Employ 100 or fewer workers
  • Has an ecommerce platform and social media presence
  • Avoids product lines associated with these categories (see categories)
  • Not currently a government official or being nominated for one, or holder of elected office or a candidate for office
  • Not currently doing business with NRF, the NRF Foundation or any of the Qurate Retail Group brands, or employed by a company that is doing business with NRF, the NRF Foundation or any of the Qurate Retail Group brands
  • Owner and business activities not in conflict with QRG core values and principles or Qurate Retail, Inc. Code of Business Conduct and Ethics