Veterans Day marketing: everything you need to know

November is a month famed for a lot of things: Bonfire Night, Thanksgiving, Black Friday, the start of the festive season, to name just a few...

However, there’s one commemorative day that is deeply important – and one that brands may be overlooking: Veterans Day.

Celebrated on November 11th in the United States, Veteran's Day is dedicated to honoring military veterans who have served in the U.S. Armed Forces.

Veteran's Day is an opportunity to connect with consumers in a meaningful way

However, it's essential to approach this day with authenticity and respect.

In this guide, we’ll explore everything brands need to know about Veterans Day: from its history, to how to create an authentic campaign, to the importance of meaningful discounts.

Understanding Veterans Day

A quick history…

Originally known as Armistice Day, Veterans Day was established to commemorate the end of the first World War. The armistice took effect at the 11th hour of the 11th day of the 11th month in 1918. So, in 1954, after World War II and the Korean War, the U.S. Congress amended the act to honor all veterans. November 11th was therefore renamed ‘Veterans Day’.

Importantly, Veterans Day is not the same as Memorial Day.

Memorial Day is observed on the last Monday in May, honoring those who died in military service.

Veterans Day, however, celebrates all veterans, acknowledging their current contributions and sacrifices. Veteran’s Day is typically used for reflection, appreciation, and gratitude.

‍Why should military consumers be a focus for brands?

Veterans aren’t just a vital asset to their countries: they also play a huge role in economic growth. 

As of 2022, there are 19 million U.S veterans. 1.3 million are on active duty. 1 million are in the reserve or guard, and there are one million active duty and reserve spouses. 

In total, this consumer group has an estimated buying power of over $900 billion. 

Why should brands offer military discounts?

Members of the military dedicate their lives to protecting others.

Offering a military discount should be front-of-mind for any brand. By offering an incentive, brands can show their appreciation, increase their revenue and build long-term, sustained loyalty.

Military personnel typically have a stable income. This ensures consistent purchasing power and makes them a pretty dependable consumer group.

Plus, it’s not just military personnel who will appreciate a good offer. Offering a military discount creates a positive impression of your brand to all consumers: it shows you appreciate the sacrifices of veterans.

The stats: what do you need to know?

We conducted exclusive research into military consumer groups. We found the following:

• 92% of all respondents said they would like access to exclusive offers and discounts.
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• 92% of all respondents have previously accessed offers and discounts that were exclusive to military professionals.
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• 85% said they currently search for a military discount when making a purchase, whereby 23% will look on a daily basis, and 31% will look for discounts on a weekly basis. 23% will look on a monthly basis.
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• 85% rated cost-of-living expenses as their highest concern.

Veterans Day isn't just another marketing opportunity — it's a day of significance for millions of people.

There’s nothing worse than a marketing campaign that completely misreads the tone. 

Veterans and their families often have complex feelings about their service and the sacrifices made.

Brands that simply slap a “Veterans Day Sale!” sign on their marketing materials risk coming off as insincere or exploitative.

Instead, engagement must be authentic.

So, how do you create an authentic Veterans Day marketing campaign?

Research and understand your audience

Before diving into any campaign, take the time to understand the demographics of veterans, active-duty service members, and their families.

What do they value? What challenges do they face? At Pion, we can help with that. We offer brands bespoke research to uncover how consumers think, feel and spend. 

For example, you might be a health brand looking to connect with this specific closed consumer group.

Through Pion’s insights, you may discover a significant proportion of military consumers are looking for supplements – but they don’t currently feel represented in health and wellness marketing. By leveraging data, you can craft campaigns that directly address these concerns and genuinely resonate with this audience.

Meaningful partnerships matter

Partnerships can enhance your credibility. Whether it’s working with a veterans organization in the lead-up to this day, or partnering with a popular military creator, a genuine partnership can demonstrate your brand isn’t there just for box-ticking purposes. 

One great example of a meaningful partnership is between Clif Bar & Company and the Farmer Veteran Coalition.

Clif bars have become a staple for any on-the-go consumer: packed full of carbohydrates and all the good stuff that keeps us functioning. Among their grantees is the Farmer Veteran Coalition, a charity which helps returning veterans find training and employment on America’s farms.

Take a storytelling approach in the lead-up to Veteran’s Day

We all love that warm, fuzzy feeling.

Sharing individual stories is a great way to build an emotional connection with your audience. Consider working with veterans who have experiences to share. This could be through video interviews, written profiles, or social media takeovers.

For example, a coffee company might feature a veteran who opened a coffee shop after returning from service, sharing his journey. These personal narratives can make your campaign relatable and impactful.

Avoid cliches and stereotypes

Sometimes, quick, reactive marketing is great. However, on days like Veterans Day, it’s better to proceed with caution.

Steer clear of clichés. For many people, this comes across as plain patronizing. 

Avoid using overly dramatic images of soldiers or generic stock photos that don’t reflect the real experiences of veterans.

If you're looking to promote a Veteran's Day sale, it's probably better to omit black-and-white images of soldiers in combat.

Instead, show veterans engaging in everyday activities, such as spending time with family or participating in community events. 

Be transparent about your initiatives

If your brand is donating proceeds to a veterans’ charity, be transparent about it. It’s not enough just to say you’re doing something: consumers want to see receipts.

Share details about why you’ve chosen a specific charity, how the contributions will make a difference and provide updates throughout your campaign.

For example, a clothing retailer might announce that for every item sold during the week leading up to Veterans Day, they’ll donate 10% to a local veterans’ support organization. They can share progress updates, highlighting how many items have been sold and the impact of their contributions.

Involve your employees if they have stories to tell!

These days, some of the best branded content is employee-led. 

If you have veterans on your team, or employees with military family members, consider involving them in your campaign. They can share their experiences, insights, and even participate in content creation via social media (only if they’re OK to do so!).

For example, a home and utilities brand might start a TikTok series in the lead-up to Veteran’s Day, with employees sharing what the day means to them. You can encourage discussions on social media and use the comments as a community-listening tool.

Should brands offer a discount on Veterans Day? And do consumers like it?

In short, yes.

However, a Veteran’s Day discount must be approached with tact. 

Most consumers will appreciate a Veteran’s Day discount. But this appreciation hinges on how the discounts are presented.

Discounts are more likely to be received positively if they’re part of a wider campaign

Pair your discount with another initiative, such as a donation to a veteran organisation or specific hiring commitments within your brand.

If you’re only trying to market to veterans on a few days each year, you risk looking insincere 

Yes, offering a discount is a great way to capture military spend – but if you’re only doing this on the few relevant days each year, you’re missing out on a whole lot of revenue. Year-round offers will help build brand loyalty.

Plus, consumers are more likely to view your brand as community-orientated. 

If not handled carefully, discounts can seem like a shallow marketing tactic rather than a genuine gesture of gratitude. Ultimately, consumers appreciate when brands show genuine appreciation and contribute meaningfully to the veteran community.

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