The Store is a strand of shopping programming on ITV and ITV4. Dubbed the "chatmercial", The Store combines the format of a chatshow with home TV shopping in front of a studio audience.
The strand is shown usually between the hours of 12:30 am – 02:30 am on Sunday nights on ITV, however times are flexible around schedule but the show is almost always on air for two hours. As well as the weekend broadcasts, the stand also airs Mondays to Saturdays on ITV Channel Television, in place of Jackpot247, which cannot broadcast on the Islands for legal reasons. The overnight strand is not broadcast on STV or UTV.
The Store airs on ITV4 every night from around 02:00.
On Tuesday 1 October, The Store will launch as a 24-hour shopping channel, made up of 15-minute product segments shown on a loop, with selected material screened on the ITV website. Sarah Heaney will continue as the brands' main presenter.