Military discounts are everywhere, but most are implemented poorly. Done right, a military discount program builds fierce loyalty. Done wrong, it becomes a source of frustration that damages your brand.
Here's how to get it right.
The Purpose of a Military Discount
A military discount isn't charity. It's recognition that:
- Service members often earn less than civilian counterparts with similar skills
- Military families face unique financial challenges (frequent moves, spouse employment gaps)
- The military community values brands that demonstrate genuine support
When you frame it as "we appreciate your service" rather than "here's a handout," you set the right tone.
Verification: The Make-or-Break Factor
Nothing frustrates military customers more than complicated verification. Here's the spectrum:
Terrible: "Mail us a copy of your DD-214 and we'll send you a discount code in 4-6 weeks."
Bad: "Show your military ID at checkout" (excludes veterans, online shoppers)
Okay: "Enter your .mil email address" (excludes many who qualify)
Good: "Verify through ID.me or SheerID in 30 seconds"
Partner with established verification services. They verify active duty, veterans, military spouses, and dependents quickly and securely.
Who Qualifies?
Be clear and inclusive. Consider including:
- Active duty (all branches)
- National Guard and Reserves
- Veterans (former service members)
- Military spouses
- Military dependents
- Retirees
The broader your program, the more loyalty you build. But be clear about who qualifies—ambiguity creates frustration.
Discount Structure
Standard range: 10-20% off
Premium programs: 25% or higher
Minimum viable: 10% (less than this feels token)
Consider whether your discount:
- Stacks with other promotions (usually no)
- Applies to sale items (be clear either way)
- Has exclusions (minimize these)
- Works online and in-store (preferably both)
Making It Easy to Find
Don't make customers hunt for your military discount:
- Feature it on your website navigation
- Include it in checkout flow
- Train staff to mention it
- Add it to your Google Business Profile
- List it on military discount directories
Year-Round vs. Holiday Only
Year-round programs build loyalty and word-of-mouth
Holiday-only discounts (Veterans Day, Memorial Day) feel performative
If you can only do holidays, at least make them substantial. A 10% Veterans Day discount when you run 20% sales for everyone else sends a bad message.
Communication Do's and Don'ts
Do:
- Use accurate imagery (correct uniforms, realistic scenarios)
- Acknowledge the whole military community, not just combat veterans
- Keep messaging respectful, not patronizing
Don't:
- Call everyone a "hero" (many find it uncomfortable)
- Use exclusively combat imagery (most military jobs aren't combat)
- Make verification a hassle
- Change the program without notice
Measuring Success
Track these metrics for your military discount program:
- Verification completion rate (target: 80%+)
- Military customer repeat purchase rate
- Referral rates from military customers
- Social sentiment in military communities
A well-run military discount program should show higher loyalty metrics than your general customer base.
The Bottom Line
Military discounts work when they demonstrate genuine appreciation and minimize friction. The military community talks—both about brands that get it right and those that don't.
Get it right, and you gain customers for life.