5 Ways Christian Businesses Can Honor Veterans Day in Their Messaging

Veterans Day, observed each November 11, is a time to recognize and thank the men and women who have served in the United States Armed Forces. For Christian business owners, it's an opportunity to express gratitude in a way that reflects both patriotism and faith-based values. But honoring veterans in your messaging should go beyond generic gestures or marketing-driven promotions. It calls for sincerity, purpose and a willingness to genuinely invest in those who have served.

Rather than asking, “How can we market around this holiday?” consider asking, “How can we honor veterans in a way that’s consistent with our values as Christians and business leaders?” Here are five meaningful ways to approach Veterans Day messaging in a way that is thoughtful, respectful and rooted in service.

1. Launch a Purpose-Driven Giving Campaign

A powerful way to honor veterans is by supporting organizations that serve them. Instead of offering a Veterans Day sale, consider launching a giving campaign that invites your customers to participate in making a tangible difference.

Partner with reputable veteran-focused nonprofits such as the Wounded Warrior Project, Fisher House Foundation or faith-based groups like Samaritan’s Purse. Structure your campaign so that a clear percentage of every purchase during a designated time period is donated. Be transparent about the partner organization, how much is being given and what impact those funds will have.

Setting a specific goal helps bring clarity and focus to your campaign—whether it's raising $5,000 for care packages or sponsoring job training for veterans. Keep your customers informed with updates, celebrate milestones and share the real-world outcomes of their support.

Most importantly, stand by your commitment regardless of how the campaign performs. Supporting veterans should never hinge on profit margins. A genuine commitment speaks louder than a successful sales push.

2. Provide Year-Round Discounts and Services for Veterans

While many businesses offer one-day discounts on Veterans Day, Christian business owners can demonstrate long-term commitment by making support for veterans a consistent part of their model.

Consider offering a standing discount for active military, veterans and their families. Make it easy to access—whether through your website, storefront signage or staff interactions. Train your team to express appreciation in a way that’s sincere and respectful.

Beyond discounts, think about ways your business can serve veterans more directly. A coffee shop might offer free morning coffee for veterans year-round. A lawn care service could provide free seasonal services to a Gold Star family. A photographer could offer complimentary family sessions before a deployment.

On Veterans Day, consider expanding these offerings—perhaps with a larger discount, a free service or a special veterans-only experience. But make it clear this isn’t a gimmick—it’s an expression of respect and appreciation.

When you highlight these efforts, focus on real stories. Share feedback from veterans, spotlight veteran employees and show the impact your business is having—not in terms of sales, but in lives touched.

3. Share Stories That Reflect Character and Service

Many Veterans Day messages rely on generic symbols and slogans. Christian businesses have an opportunity to go deeper by telling meaningful stories that reflect the values of courage, humility and service.

Consider interviewing veterans in your community—whether customers, employees or church members. Share how their service shaped their character, how their faith sustained them or how they continue to serve in everyday life. These aren’t marketing stories—they’re human stories. Treat them with respect and care.

You might feature a veteran who mentors youth, volunteers at church or runs a nonprofit. Share how military values like integrity and perseverance align with biblical principles like servant leadership.

Avoid making grand comparisons between military service and faith. Instead, let the stories speak for themselves. When appropriate, you can draw gentle connections between acts of sacrifice and the example of Christ—but the goal is to elevate the veteran, not the message.

4. Encourage Reflection and Prayer

Instead of defaulting to patriotic imagery, use your platform to lead your community in reflection and prayer.

You could share a prayer guide that includes points like:

• Healing for veterans facing physical or emotional trauma
• Support for military families during deployments
• Comfort for families who have lost loved ones
• Provision for veterans facing homelessness or unemployment
• Wisdom for national leaders and military decision-makers

Post these on your website, email them to your list or display them in your store. Consider holding a short prayer gathering or moment of silence on Veterans Day.

This kind of engagement shows that your business isn’t just about transactions—it’s about creating space for empathy, gratitude and community care.

Also, be willing to speak up about issues affecting veterans. If your business has a voice in the community, use it to advocate for things like improved healthcare, mental health services or transitional support programs. This isn’t about being political—it’s about standing up for the people your business claims to honor.

5. Give Generously and Be Transparent

If you tie your Veterans Day messaging to a promotion, make sure your giving is meaningful and clearly communicated.

Too often, businesses pledge vague percentages or make symbolic gestures that benefit their brand more than the cause. Instead, choose a specific percentage—whether it’s 10, 25 or even 100—and state exactly how and where those funds will go. After Veterans Day, follow up with your customers: share how much was raised, where it was donated and what the impact was.

You can also offer a direct donation opportunity for customers, like a “round-up” option at checkout or a donation box in-store. Match contributions if you’re able.

In your messaging, keep the focus on the veterans and the mission, not your business. Avoid phrases like “Look how much we gave.” Instead, say, “Here’s how we’re working together to support veterans.”

Final Thoughts: Lead with Integrity, Not Optics

Veterans and their families can spot the difference between genuine appreciation and performative messaging. This Veterans Day, let your business reflect your faith—not just in what you say, but in what you do.

Ask for input from veterans in your network. Pray about your approach. Be willing to invest in meaningful actions even if they don’t drive profit. And as you honor those who’ve served, let your message be guided by humility and gratitude.

When Christian businesses lead with integrity and compassion, they offer a witness that’s deeper than any promotion. They remind their communities that faith shapes every aspect of life—including how we honor those who’ve sacrificed for the sake of others.

 
Want to reach a faith-driven, patriotic audience? Contact The Christian Post to share your message with readers who value service, sacrifice and biblical values.