The holiday season brings unique challenges for military families that most marketers don't consider. Understanding these challenges isn't just good ethics—it's good business.
The Military Holiday Reality
While most families plan gatherings and celebrations, military families often face:
- Deployments - A parent missing the holidays entirely
- Geographic distance - Stationed far from extended family
- Duty schedules - Working on holidays regardless of the calendar
- Solo parenting - One spouse managing everything alone
- Financial stress - Travel costs to visit family, or the cost of creating holiday magic alone
Your marketing should acknowledge this reality, not ignore it.
What NOT to Do
Don't: Assume everyone has a Norman Rockwell holiday setup
Don't: Use imagery that requires both parents present
Don't: Create offers that expire during deployment return windows
Don't: Forget that military families might be working on Christmas Day
What TO Do
Acknowledge the Challenge
Marketing that says "We know the holidays can be tough when you're apart" resonates more than pretending deployment doesn't exist.
Offer Flexibility
- Extended return windows for gifts
- Flexible scheduling for services
- Rain checks for experiences
Support Connection
- Promote communication services
- Facilitate gift-sending across distances
- Help kids connect with deployed parents
Recognize the Whole Family
- The spouse managing alone deserves recognition
- Kids dealing with deployment need acknowledgment
- Extended family supporting from afar
Holiday Marketing Calendar for Military
October: Veterans Day promotion planning—not just discounts, but genuine offers
November: Deployment-friendly messaging, flexible policies highlighted
December: Extended return windows, shipping cut-off flexibility, acknowledgment of varied holiday schedules
January: Post-holiday support, homecoming preparation for returning service members
Examples That Work
Good: "Deployment doesn't stop the holidays. We're here to help make it special."
Good: "Extended returns through January for our military families."
Good: "Free shipping to APO/FPO addresses—get it there in time."
Not Good: Assuming everyone is home for the holidays
Not Good: Promotions that require in-store visits during deployment
Building Loyalty Through Understanding
Military families remember brands that "get it." When you acknowledge their reality—not just market to their wallet—you build genuine loyalty.
The family who received understanding during a deployment Christmas becomes a customer for life. That's the holiday gift that keeps giving.