NRF represents and advocates for retailers of all sizes, but did you know that more than 98 percent of all retail companies are small businesses employing fewer than 50 people?
In May 2020, the NRF Foundation and Qurate Retail Group launched the Small Business Spotlight program to support small businesses — starting with those that were disproportionately impacted by the pandemic. QVC and HSN initially featured 20 small businesses via on-air segments, videos on social media and streaming services, email marketing, and a page on QVC’s and HSN’s websites. The small businesses were also offered pro bono virtual mentorship support from Qurate Retail team members. In addition, the Small Business Spotlight was promoted on Zulily’s platforms.
Learn more about the Small Business Spotlight program with the NRF Foundation.
Following the success of the inaugural group of entrepreneurs, a second phase was announced later that year — highlighting 40 exceptional Black-owned small businesses as part of NRF and Qurate Retail Group’s commitment to promoting diversity, equity and inclusion within the retail industry.
In 2021, the Small Business Spotlight program expanded to support 100 entrepreneurs of diverse backgrounds. Since the beginning of the year, QVC, HSN, and Zulily have provided increased visibility to multiple small businesses during Black History Month (February), Women’s History Month (March), National Military Appreciation Month (May) and Pride Month (June). Additional small businesses are being featured in September to honor Hispanic Heritage Month and during National Disability Employment Awareness Month in October.
By the end of 2021, 160 businesses are expected to have been featured through the program.
The Small Business Spotlight program has been a game changer for small retailers. Marc Sherman, owner and president of Stowe Mercantile (a local food and gift shop in Stowe, Vt.), reported receiving nearly 300 online orders in the 24 hours following his live broadcast on QVC and HSN (up from an average of 15 online orders per week). Pamela Katrancha, owner of Garden Gazebo in Virginia Beach, Va., reported a 300 percent increase in online sales the week during her on-air appearance.
Recently, ASAE: The Center for Association Leadership recognized the Small Business Spotlight program with the Power of A Gold Award. As the industry’s highest honor, the Power of A Awards honor the outstanding accomplishments of associations that work tirelessly to solve problems and strengthen lives, the workforce, the economy and the world.
This month, we are highlighting Hispanic and Latinx-owned businesses in celebration of Hispanic Heritage Month. Learn more about some of the September Small Business Spotlight businesses:
Dos Croquetas
This Miami-based restaurant features high-quality craft croquetas — and if you can’t make it to the Sunshine State, then fear not: Dos Croquetas offers nationwide delivery. Dedicated fans can even subscribe to its monthly croqueta subscription box.
Nossa Familia
With three coffee shops in Portland, Ore., and one Los Angeles location, coffee roaster Nossa Familia also partners with local grocers, cafes and restaurants to sell its products. You can find its coffee in Portland-area New Seasons Markets, Whole Foods and numerous other retailers — or order it online through its website.
Chica Beauty
San Antonio sisters Mei-lon and Toni Lee Jimenez founded Chica Beauty to simplify beauty routines and empower women. Its makeup line is cruelty-free and formulated without harmful chemicals. In addition, Chica Beauty is committed to reducing waste, reusing materials and using packaging that is 100 percent recyclable or made from recycled materials.
Explore more features of small retailers and how they found success.
Viva Greetings
Founded by a veteran graphic designer, Viva Greetings designs and distributes greeting cards, paper products and gift items with phrases that celebrate Mexican traditions, culture and language. Viva Greetings products can be found at hundreds of stores, boutiques and museums around the globe, including select Target, Nordstrom and Paper Source stores.
Todo Verde
A food business owned by a woman of color, Todo Verde is inspired by Latin American roots and flavors and produces healthy and delicious plant-based, culturally relevant dishes for the east Los Angeles community and beyond. The company provides catering services in the Los Angeles area and curates the food lineup at The Ford. Cookbooks, cooking demonstrations, ingredient bundles and seasoning blends are available for purchase online.
Sol Dias
With a large selection of Mexican chips, candies, chocolates, snacks and more, Sol Dias is committed to sharing not only the flavors of Mexico but also the culture of friendliness, camaraderie and closeness. A variety of Mexican delicacies can be ordered online through its website. It also offers local pickup and delivery of frozen sweets, fruit treats, aquas frescas and more from its Haltom City, Texas, storefront.
Visit the NRF Foundation website to learn more about the Small Business Spotlight and read other small business stories.
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