Sep 9, 2021
NRF receives an award for its Small Business Spotlight program

The National Retail Federation (NRF) announced that its Small Business Spotlight program, a collaboration between Qurate Retail Group and the NRF Foundation to elevate small businesses, is receiving a 2021 Gold Power of A Award from the Center for Association Leadership (ASAE). The award will be presented at the ASAE Summit Awards reception at the National Building Museum in Washington, D.C., on Sep. 30.

“The Small Business Spotlight program represents NRF and Qurate Retail Group’s longstanding commitment to supporting small businesses and increasing opportunities for underrepresented groups,” Matthew Shay, president and CEO for NRF, said. “This initiative has provided small business owners with access to millions of consumers and propelled them into national success stories in these challenging times.”

Small Business Spotlight Program

Established in May 2020, the Small Business Spotlight program was created to help small retailers navigate and adapt to COVID-19 and connect with new customers on a national scale. The initiative showcased small business owners’ exceptional stories and resilience using Qurate Retail Group’s production resources, television broadcasts and digital platforms through its QVC, HSN and Zulily brands, as well as mentorship from Qurate Retail Group team members.

Following the success of the inaugural class of 20 entrepreneurs, a second phase was announced later that year, highlighting 40 exceptional Black-owned small businesses as part of the NRF Foundation and Qurate Retail Group’s commitment to promote diversity, equity and inclusion within the retail industry. In 2021, the program was expanded to support 100 entrepreneurs of diverse backgrounds.

NRF also engaged the small business owners as retail advocates. Many became members of NRF’s Small Business Retail Council, a forum to discuss the most pressing public policy issues and priorities. The small business owners also hosted virtual store tours to connect with members of Congress and make their voice heard on issues critical to retail’s survival during the pandemic.

“Congratulations for exemplifying the impact associations have on the industries and professions they represent, and on society at large,” said ASAE President and CEO Susan Robertson, CAE. “It’s always so incredibly satisfying to see associations going above and beyond their everyday mission to change the world. We’re very proud to spotlight this award-winning initiative.”

ASAE’s Power of A (association) Awards, the industry’s highest honor, recognize the association community’s valuable contributions on the local, national and global levels.  The Power of A Awards reward the outstanding accomplishments of associations and industry professionals who work tirelessly to solve problems and strengthen lives, the workforce, the economy and the world.

In 2021, six organizations received Summit Awards, 25 organizations earned Gold Awards and 32 organizations received Silver Awards. For more information about the winners, visit

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