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How Businesses Can Honor Memorial Day: Key Points
Done thoughtfully, Memorial Day initiatives can uplift your brand, align your company values with public goodwill, and build lasting relationships with customers. In this guide we’ll take a closer look at some respectful, effective strategies to consider.
Table of Contents
- Budweiser’s $33M+ Folds of Honor Impact: Align Your Brand With a National Cause
- NASCAR’s 600 Miles of Remembrance: Share a Tribute That Honors Fallen Heroes
- Grunt Style’s Transparent Giving: Donate a Portion of Sales to Veteran Organizations
- Home Depot’s Respectful Sales Approach: Patriotic Promotions and Discounts
- Harley-Davidson’s Loyalty-Building Campaign: Honor Veterans Through Storytelling
- What Not To Do: Memorial Day Marketing Fails
- How Businesses Can Honor Memorial Day: Final Words
- How Businesses Can Honor Memorial Day: FAQs
1. Budweiser’s $33M+ Folds of Honor Contribution: Align Your Brand With a National Cause
Budweiser’s long-standing partnership with Folds of Honor exemplifies how aligning with a meaningful national cause can create a lasting impact. Over the past 15 years, Budweiser and its parent company, Anheuser-Busch, have donated more than $33 million to Folds of Honor, funding over 6,600 scholarships for the families of fallen or disabled military members and first responders.
This highlights the power of aligning business initiatives with meaningful causes for long-term community engagement.
Budweiser's Collaboration With Folds of Honor
To commemorate this partnership, Budweiser releases limited-edition patriotic packaging annually, with a portion of proceeds supporting Folds of Honor. In 2025, for the first time, consumers can contribute year-round by purchasing specially marked Budweiser and Budweiser Zero 12-packs.
How to employ this strategy:
Here are some ways to align your brand with local events or veteran causes to create real community value:
- Partner With a National Nonprofit: Collaborate with organizations that align with your brand values to support meaningful causes.
- Co-Brand With Purpose: Launch limited-edition packaging or product tie-ins that highlight your partnership and the cause it supports.
- Engage in Awareness Campaigns: Participate in events or tours that promote the cause, enhancing visibility and demonstrating commitment.
- Volunteer as a Team: Encourage employees to participate in Memorial Day events through structured volunteer programs.
- Collaborate With Local Organizers: Reach out to veteran groups or city event planners to explore mutually beneficial ways to get involved.
2. NASCAR’s 600 Miles of Remembrance: Share a Tribute That Honors Fallen Heroes
Sometimes, the most powerful statement a brand can make is simply pausing normal operations to honor the day’s solemnity. Many brands use Memorial Day as an opportunity to share heartfelt tributes across their platforms, replacing promotions with remembrance.
NASCAR's "Sunday Is for Our Heroes" Campaign
NASCAR’s 2022 “Sunday Is for Our Heroes” campaign is a model of this kind of meaningful tribute. During the Coca-Cola 600 NASCAR event on Memorial Day weekend, the brands honored fallen service members with the “600 Miles of Remembrance,” with each race car carrying the name of a fallen service member to honor the day’s true purpose in a deeply respectful and visible way.
How to employ this strategy:
Use your platforms to honor the fallen with sincerity and respect:
- Share a solemn tribute: Post a message across your social channels that reflects on the meaning of Memorial Day without promoting products.
- Publish a remembrance video: Use short, heartfelt video content to spotlight a story, quote, or moment of reflection.
- Observe a digital moment of silence: Pause scheduled posts or promotions during a specific time to show respect.
- Adjust your homepage or banner: Replace promotional content with a tribute image or message for the day.
- Avoid sales tie-ins: Keep the focus entirely on remembrance, not on discounts or product placement.
3. Grunt Style’s Transparent Giving: Donate a Portion of Sales to Veteran Organizations
A meaningful way to observe Memorial Day is by supporting organizations dedicated to veterans and their families. Donating a percentage of sales from specific products or services gives customers the opportunity to participate in giving back in a meaningful way.
This approach fosters brand loyalty, builds emotional resonance, and showcases the company’s commitment to social responsibility, all while making a real impact beyond the checkout.
Grunt Style's Support for Children of Fallen Patriots
Grunt Style, a patriotic apparel brand founded by a US Army veteran, regularly donates proceeds to military-focused nonprofits. Around Memorial Day, the brand amplifies these efforts through themed product launches and dedicated campaigns.
How to employ this strategy:
To build trust and inspire participation, it’s important to be transparent and intentional with your donation-driven campaign. Customers are more likely to support your campaign and feel good about your brand’s values if they can clearly see the impact of their purchase.
Here’s how to do it effectively:
- Be clear about the numbers: Specify the exact dollar amount or percentage of each sale that will be donated.
- Name the beneficiary: Let customers know which veteran organization will receive the donation, and why you chose them.
- Explain the impact: Share how the funds will be used, whether it’s scholarships, housing assistance, mental health services, or other veteran-focused support.
- Use storytelling: If possible, include testimonials or success stories from the organization you’re supporting to add emotional weight.
- Highlight progress: Update customers during or after the campaign on how much was raised and what it achieved. This supports accountability and deepens brand loyalty.
4. Home Depot’s Respectful Sales Approach: Patriotic Promotions and Discounts
A thoughtfully crafted or understated Memorial Day promotion can boost seasonal sales, improve brand perception, and strengthen customer trust, if done with tact. Aligning discounts with customer needs rather than the holiday itself lets businesses stay top of mind without appearing opportunistic.
Customers will appreciate the consideration, your brand will avoid sounding tone-deaf or opportunistic, and you'll still be able to highlight your products and drive meaningful revenue.
How Home Depot Honored Memorial Day
Take Home Depot’s “Memorial Day Savings” event as an example. Every year, the home improvement giant rolls out discounts on home essentials like appliances and patio furniture, products tied to summer projects rather than the holiday itself.
How to employ this strategy:
Design your promotions to add value without overshadowing the meaning of the day:
- Align with seasonal needs: Offer discounts on products or services relevant to Memorial Day weekend.
- Keep messaging subtle: Avoid overly festive or dramatic language. Focus on value, not hype.
- Use respectful visuals: Choose imagery that emphasizes family, home, or community rather than patriotic clichés.
- Limit the promotional window: A short, focused campaign supports relevance without feeling opportunistic.
- Frame the promotion as supportive: Position your offer as a way to help customers enjoy time with family or prepare for summer, not as a tribute replacement.
5. Harley-Davidson’s Loyalty-Building Campaign: Honor Veterans Through Storytelling
Memorial Day is about people: those who served, and those who sacrificed. Sharing stories of veterans, military families, or your own employees who served can be a powerful way to humanize your brand and honor the day. Authentic storytelling builds emotional connections and demonstrates a genuine commitment to honoring those who served.
Harley-Davidson's Operation Personal Freedom
Harley-Davidson's Operation Personal Freedom campaign exemplifies authentic storytelling that aligns with the brand's core values and builds connections with those who share them. Although not specifically tied to Memorial Day, the initiative (launched in partnership with the Wounded Warrior Project) features real veterans sharing their journeys of healing and resilience through motorcycle riding.
This helps strengthen Harley-Davidson's longstanding support for the military community while offering a meaningful way to honor veterans' sacrifices beyond designated holidays.
How to employ this strategy:
Businesses large and small can replicate this approach by creating space for veteran voices within their own teams. Sharing real stories adds authenticity and helps customers connect with your brand on a human level. Consider the following tactics:
- Spotlight your team: Feature veteran employees in blog posts or newsletters that highlight their experiences, values, and service.
- Let stories speak for themselves: Record short video interviews for social media or your website to let employees tell their stories in their own words.
- Create space for reflection: Host internal panels or fireside chats during Memorial Day week to foster reflection and build company culture.
- Include your community: Invite customers or community members who are veterans to share their stories in collaboration with your brand.
- Collaborate with purpose: Partner with military nonprofits to co-create content that honors service and raises awareness for important causes.
What Not To Do: Memorial Day Marketing Fails
Even well-intentioned brands can miss the mark if they treat Memorial Day as just another sales opportunity. Here are cautionary tales of marketing misfires:
- Pacific Sunwear's upside-down flag T-shirt
- Cinnabon's "Sweeter Things" tweet
- Petco's Three-Legged Dog tribute
1. Pacific Sunwear's Upside-Down Flag T-Shirt
Yep, never shopping at @PacSun again. Got too many military family members and friends to give this joke of store any money. #BoycottPacSun
— Jay Miller (@Jay33Miller) May 25, 2015
In 2015, Pacific Sunwear (PacSun) faced major backlash for selling a t-shirt featuring an upside-down American flag, a design by rapper A$AP Rocky. The shirt was prominently displayed at a store in Foley, Alabama, during Memorial Day weekend.
Customers perceived the design as disrespectful, especially given the holiday's significance. PacSun issued an apology and promptly removed the shirt from all stores and its website.
2. Cinnabon's "Sweeter Things" Tweet
In 2014, Cinnabon posted a tweet on Memorial Day stating, "Take time to enjoy the sweeter things in life today, & to remember those who made the sacrifices for us to enjoy them," accompanied by an image of their cinnamon rolls.
The post was criticized for using the solemn holiday to promote their product, appearing tone-deaf and insensitive. This is a reminder to brands to avoid using Memorial Day for overt product promotion.
3. Petco's Three-Legged Dog Tribute
Petco shared a Memorial Day tribute featuring an image of a three-legged dog, intending to honor canine service members. However, many perceived the image as distressing and inappropriate for the occasion.
It shows that for such an emotionally charged occasion, it’s best to avoid imagery that could be upsetting or even exploitative.
How Businesses Can Honor Memorial Day: Final Words
Memorial Day offers businesses a chance to honor those who sacrificed for the country while building stronger community ties. Thoughtful initiatives can improve customer connections and demonstrate social responsibility.
However, remember to honor the holiday’s true meaning, not exploit it for marketing (which risks serious harm to your brand). But when done right, your business can strengthen brand trust and make a lasting impact. Get some real expertise behind your marketing to perfect your approach.
How Businesses Can Honor Memorial Day: FAQs
1. How can small businesses effectively honor Memorial Day with limited resources?
Small businesses can participate by hosting low-cost initiatives like sharing a tribute post, organizing local volunteer events, or collaborating with nearby veteran organizations.
2. How can businesses ensure their Memorial Day campaign is respectful?
Keep the messaging focused on remembrance rather than sales and avoid using inappropriate imagery. Do your best to align your brand values with the holiday's meaning.
3. How can businesses measure the success of Memorial Day initiatives?
Track customer engagement, donations, and social media sentiment to gauge the effectiveness of your Memorial Day campaign in building brand loyalty and community trust. You could also consider surveying customers for direct feedback on how the campaign resonated with them, which can provide valuable insights for future initiatives and refine your approach.
