• by Sarah Mahoney  @mahoney_sarah, Yesterday

Image above: TV personality Hoda Kotb is a new member of QVC's Q50 panel.

QVC is teaming up with TikTok for the first time, launching a live-streamed shopping event aimed at Gen X women. Set for May 14, the all-day event will feature TikTok creators, QVC hosts, and celebrity influencers from the company’s Quintessential 50 (Q50) ambassador program, highlighting women over 50 “embracing reinvention at any age.”

The event is part of QVC’s broader effort to modernize its brand and connect with shoppers beyond traditional television. “Gen X women are already on TikTok and deeply engaged,” Annette Dunleavy, vice president of brand marketing, tells Marketing Daily. “We want to meet her where she is, with entertaining, community-driven shopping experiences.”

Launched last year, the Q50 initiative is returning with several new members, including Hoda Kotb, Kathy Hilton, and Carla Rockmore. They join familiar faces like Kathie Lee Gifford and Stacy London. Dunleavy says the goal is to build a community around style, self-expression, and discovery — without age limits.

The event will stream live from a studio in Santa Monica, with content running throughout the day on TikTok. QVC plans to promote the experience heavily on social platforms in the days leading up to the event.

The campaign comes at a time of heightened pressure for the retailer, which is in the midst of a transformation effort as it shifts from linear broadcast to social-driven commerce. QVC has faced soft sales in recent quarters amid weak discretionary spending and low consumer confidence. Dunleavy acknowledges that while customers are “hesitant,” value remains a powerful draw. “She knows she can find value with QVC. And this event is meant to be a respite—a chance to come together, be entertained, and shop in a joyful way.”

While she declined to cite specific trending categories, Dunleavy says success often comes from “a great product at a great price” and that customer response can be surprisingly strong when the right deal aligns with the right moment.

For TikTok, the partnership may help expand its reach among Gen X women, a demographic already forming niche communities on the platform — like the popular “Over 50” and “Over 60” groups. For QVC, it’s an opportunity to show that legacy retail can thrive in unexpected places.