Every year, the same pattern repeats: brands start their Black Friday campaigns earlier and earlier, hoping to capture attention before competitors. By mid-November, consumers are overwhelmed with discount noise, and your carefully crafted offer gets lost in the shuffle.
But there's a strategic window most brands completely ignore: Veterans Day weekend.
The Veterans Day Opportunity
Veterans Day (November 11) falls perfectly in that pre-Black Friday lull. While other brands are holding their breath waiting for Turkey Day, smart marketers are building relationships with a highly engaged audience.
Here's why it works:
Lower Competition: Ad costs are significantly lower than Black Friday week. You're not bidding against every retailer in America.
Authentic Connection: A genuine Veterans Day offer—not a cynical discount grab—resonates deeply with the 37+ million military-connected Americans.
Word of Mouth: Military communities are tight-knit. A spouse who finds a great deal at one brand tells everyone in her Facebook group and at the next unit coffee.
Early Wallet Share: You capture spending before Black Friday depletes budgets.
What Makes a Veterans Day Offer Work
The key is authenticity. Military families can spot performative patriotism from a mile away. Here's what separates genuine offers from cringe-worthy ones:
Do: Offer a meaningful discount (15-25%) that's available year-round for verified military, not just a one-day stunt.
Do: Use accurate imagery. No dress uniforms at BBQs. No mixed-branch uniforms.
Do: Acknowledge the whole community—spouses, veterans, and active duty all have different needs.
Don't: Plaster flags everywhere and call it a day.
Don't: Require excessive verification hoops. Partner with ID.me or SheerID for seamless verification.
Don't: Make it about your brand's patriotism. Make it about their service.
The Numbers Behind Veterans Day Marketing
According to SheerID research, 90% of military members actively seek discounts, and 96% share good offers with others. That word-of-mouth multiplier is powerful.
Brands that establish military discount programs see 18-25% higher customer lifetime value from military customers compared to general audiences. They're loyal once you earn their trust.
Your Action Plan
1. Launch your military discount program before November 1 - Give yourself time to test and refine
2. Create dedicated landing pages for military audiences with relevant messaging
3. Partner with military publications like MyBaseGuide, VeteranLife, and MilSpouses to reach engaged audiences
4. Verify authentically - Use established verification services
5. Extend beyond the holiday - Make it a year-round program, not a one-day event
Stop competing in the Black Friday bloodbath. Start building relationships with an audience that rewards authenticity with loyalty.