QVC Taps into TikTok to Reach Gen X Women

QVC is expanding its "Age of Possibility" platform, celebrating women over 50, with an eight-hour TikTok livestream shopping event. This initiative aims to empower and engage this demographic through social commerce.

QVC's Quentissential 50 Leads the Charge

The event, part of TikTok Shop's Super Brand Days, will be hosted on QVC's TikTok channel on May 14th. It will feature QVC's Quentissential 50 (Q50) ambassadors, including public figures like Donna Kelce, Stacy London, and Kathie Lee Gifford. The livestream will also include around 100 creators, exclusive product drops, and panel discussions.

This builds upon QVC's existing partnership with TikTok, which launched in April. This partnership allows QVC to host 24/7 live shopping streams featuring its brands, products, and talent.

Gen X is there. Gen X women are there. I am there. So for us, it's a way to get in front of that audience…and for TikTok it’s a way to grow that Gen X audience.

— Annette Dunleavy, QVC's Vice President of Brand Marketing

Why Gen X on TikTok?

While TikTok is popular with Millennials and Gen Z, a significant portion of Gen X also uses the platform. Data shows that 24% of Gen X uses TikTok daily. Furthermore, 87% of Gen X TikTok users find the platform convenient after experiencing TikTok Shop. Nearly half (44%) of weekly Gen X users are interested in shopping on or from TikTok in the next three months.

Event Details and Focus

The eight-hour event, starting at 1 p.m. ET, will be hosted from Santa Monica, California. It will feature Q50 talent and QVC ambassadors, including Sherri Shepherd, Busy Philipps, and Stacy London. New Q50 members, including Hoda Kotb, Carla Rockmore, and Kathy Hilton, will also be introduced.

The event will promote products across beauty, fashion, home, and kitchen categories, with exclusive drops and deals. Q50 keynotes and panels will discuss topics like community building, finding joy after 50, and content creation tips.

QVC's "Age of Possibility" Platform

Launched last April alongside Q50, the "Age of Possibility" platform highlights the opportunities for women over 50. Research shows that only 31% of women aged 50-70 feel supported by brands, compared to 58% of women aged 18-29. QVC aims to change this by recognizing and celebrating this demographic.

TikTok Strategy Amidst Turnaround Efforts

This TikTok partnership is part of QVC Group's turnaround strategy. The company aims to offer live shopping content anytime, anywhere, leveraging technology and emerging platforms. Since launching on TikTok Shop in August, over 74,000 TikTok creators have featured QVC items.

While social media is key, QVC's strategy also includes streaming and linear channels. The company aims to be the "number one entertaining live-shopping retailer." QVC strives to be present wherever its target audience engages.