QVC banks on TikTok and celebrity Mrs. Claus for 40th holiday season

QVC will mark its 40th holiday season with a sales push spanning broadcast TV, TikTok and a three-day shopping event featuring Martha Stewart, John Legend and Teri Hatcher. The retailer, which launched in 1986 as one of the originators of live commerce in the U.S., now treats social video as core infrastructure rather than an experiment.

The numbers behind that shift are substantial. In April 2025, QVC started streaming 24/7 on TikTok, becoming what the company describes as the first U.S. live social shopping experience of its kind. QVC and its sibling brand HSN acquired nearly 1 million new U.S. customers on TikTok Shop in 2025, according to the company. That customer haul helped earn QVC Group the title of Seller of the Year at the TikTok Shop Awards.

What is QVC selling this holiday season?

The seasonal assortment leans on established names and exclusive launches in equal measure. Gift offerings include products from Le Creuset, KitchenAid, Laura Mercier and Nespresso. QVC-exclusive lines come from Off/Duty by Coco Rocha and RM Studio by Rebecca Minkoff.

The celebrity component extends beyond product lines. QVC has appointed Danielle Fishel, the actress known for "Boy Meets World," as Mrs. Claus for its holiday marketing campaign. The retailer's "Nonstop Holiday Party" runs Nov. 6-8 and will feature early Black Friday sales plus appearances by Martha Stewart, John Legend and Teri Hatcher.

How does TikTV fit into the flywheel?

QVC's TikTok strategy operates on several levels at once. The company runs its own livestreams on the platform and sells goods directly through TikTok Shop. It also works with hundreds of thousands of creators who showcase products across the ecosystem.

That creator network feeds a distribution model with no single choke point. Sellers present products ranging from jewelry to pajamas across TV, QVC.com, the QVC app, social media and streaming platforms. The approach treats channel-surfing habits and social-scrolling habits as the same behavior on different screens, and positions QVC content wherever the viewer already spends time.

The stakes are real for a company that has watched live shopping accelerate beyond its original format. QVC pioneered U.S. live commerce nearly four decades ago, but the rise of TikTok Shop has drawn brands like Crocs and PacSun into livestream selling, intensifying competition for shoppers who favor short video.

The takeaway: QVC is spending its 40th holiday season proving that a 1986 broadcast model can run natively on 2025's dominant social platform — and the near-million-customer TikTok haul suggests the flywheel is spinning.