Despite financial struggles and bankruptcy speculation, West Chester-based QVC still has a devoted customer base with no plans to leave, writes Erin McCarthy for The Philadelphia Inquirer.
Donna Braun has followed QVC since the early 1990s, when she discovered the shopping network while channel surfing. Her first purchase, made by phone, was a throw blanket.
Over the years, she regularly bought Bearpaw boots, Diamonique simulated-diamond jewelry, and other unique items. Now retired and living in Warwick Township, she spends about $200 weekly on QVC, more than ever before using an iPad.
“Their quality is still great,” said Braun. “As long as they’re around, I will shop.”
But while QVC still has many regular shoppers, its customer base is aging.
In 2024, three-quarters of the network’s customers were women over 50. To survive, QVC must find ways to expand its audience and turn profitable again, according to Lawrence Duke, a clinical professor at Drexel University’s LeBow College of Business.
“They have to keep trying out different things to see what’s going to stick with that younger generation,” he said.
QVC has already increased its focus on social media and livestream shopping, including a deal to sell on TikTok Shop, popular with Gen Z and millennials.
Read more about QVC’s customer base and how the company will keep with the changing times in The Philadelphia Inquirer.
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