Q Talk

[banned again]

QVC broadcast a total of 7288 hours of live programming from January 1, 2020 to December 31, 2020, down from 8332 hours in 2019.

	QVC Product Category	2019 %	2020 %	2019 Hours	2020 Hours
1	Apparel	30.4%	29.0%	2529	2112.5
2	Sampler	12.9%	18.7%	1072	1364
3	Beauty	12.2%	11.3%	1018	826
4	Home	10.9%	11.3%	911	824
5	Cooking & Dining	8.0%	6.5%	664	475.5
6	Shoes	5.7%	5.4%	478	375
7	Gourmet Food	2.7%	4.4%	226	325
8	Jewelry	6.1%	4.1%	510	302
9	Gardening	3.3%	2.7%	279	194
10	Handbags	2.1%	2.2%	171	157
11	Electronics	2.5%	1.7%	212	125
12	Health & Fitness	1.2%	1.0%	95	78
13	Accessories	0.8%	1.0%	69	74
14	Intimates	1.1%	0.7%	92	48
15	Toys	0.1%	0.0%	6	7
16	Crafting	0.0%	0.0%	0	1
	Total	100.0%	100.0%	8332	7288

Comments:

• QVC shifted focus to long marathon shows of assorted items with Sampler programming
• Apparel hours have hit their maximum and are starting to decrease
• Accessories, Shoes and Handbags performed strong
• Jewelry declined a full two percentage points, losing over 200 hours compared to 2019
• Gourmet Food increased by 99 hours, taking the place of some kitchen appliance shows
• Home saw a modest increase
• Electronics saw continued decline
• Beauty declined almost 1 percentage point, with many high-end skin care lines on hiatus

[banned again]

QVC2 broadcast a total of 1549 hours of live programming from January 1-July 14 and December 9-31, 2020, down from 4324 hours in 2019.

	QVC2 Product Category	2019 %	2020 %	2019 Hours	2020 Hours
1	Apparel	29.7%	30.5%	1286	473
2	Home	17.7%	20.0%	765	312
3	Gardening	5.2%	10.7%	223	166
4	Cooking & Dining	9.0%	7.9%	388	122
5	Electronics	5.4%	6.5%	232	101
6	Shoes	6.4%	6.4%	278	97
7	Beauty	6.0%	5.0%	261	78
8	Handbags	2.8%	3.4%	121	53
9	Jewelry	2.8%	3.4%	121	52
10	Intimates	1.7%	2.5%	76	38
11	Gourmet Food	2.5%	1.3%	107	20
12	Health & Fitness	0.6%	0.9%	24	14
13	Accessories	2.8%	0.8%	123	12
14	Sampler	7.3%	0.6%	315	10
15	Toys	0.1%	0.1%	4	1
		100.0%	100.0%	4324	1549

Comments

• Comparison to 2019 is difficult because on July 14 Qurate eliminated QVC2 live programming, which would have skewed towards general gift programming throughout the fall.

[KingstonsMom]

Ummm, I just shop here, not so much into the inner workings/logistics of QVC, but that's just me.

[Kachina624]

I think its very interesting to glimpse the inner workings of any entity with which you're closely involved.  I wish we knew what the plan for 2021 looks like.  I imagine it's quite different without Q2.

[KaySD]

I found the chart interesting. Saw nothing surprising, did you? Beauty and apparel down and food up--we're at home more, so of course. Electronics down--well, the values Q offers on lots of this aren't very competitive IMO. Thought gardening would be a bit larger--seems like it dominates the new offerings for several months, but apparently not.

Overall, I'm not sure why the cutbacks in live hours, presenters and customer service were needed if business continued strong.

I wonder if Qrate is a good bellwether for the rest of the economy. 

[ValuSkr]

It's interesting but I always consider the source.  By the way, what is the source?

I've never seen sampler.  Maybe it's Russell Stover.  

[mspatmac]

@banned again  Thanks for posting, I found it very interesting. 

[Johnnyeager]

It's as if a Qurate corporate database was hacked.

[Xivambala]

@banned again 

Very interesting information. If I may ask, are you employed by QVC/Quarte, or an interested consumer? I am at a loss to understand the Sampler programming.

[banned again]

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@ValuSkr wrote:

I've never seen sampler.

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@Xivambala wrote:

I am at a loss to understand the Sampler programming.

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QVC Sampler, The QVC Morning Show, Great Gifts, Saturday Morning Gifts, etc...