Veterans Day is coming up, and like millions of Americans, our agency will take time to express our profound gratitude to the men and women who have served in our armed forces.
But as a digital marketing agency, today also brings up a recurring conversation I have with our internal teams and our clients: How should a brand behave on a holiday that is meant for reverence rather than celebration?
In our industry, holidays are usually synonymous with campaigns. We are programmed to look at the calendar, spot a holiday, and instantly start brainstorming flash sales, discount codes, and clever social media hooks. But treating every date on the calendar like it’s Black Friday is a dangerous game; one that can lead to severe brand damage and, more importantly, a profound lack of respect.
When it comes to reverent days like Veterans Day, Memorial Day, September 11th, Pearl Harbor Remembrance Day, the standard marketing playbook must be thrown out. Here is how we advise our clients to handle marketing on solemn holidays without being insensitive.
1. Know the Meaning Behind the Day
The most common mistake brands make is conflating holidays, which leads to wildly inappropriate messaging.
- Veterans Day (November 11) is a day of gratitude and celebration for all who have served in the military.
- Memorial Day (last Monday in May) is a somber day of mourning for those who lost their lives while serving in the armed forces. (Wishing your audience a “Happy Memorial Day!” alongside a mattress sale is deeply out of touch with the reality of the holiday).
- Armed Forces Day (third Saturday in May) is a day of gratitude and celebration for those who currently serve in the military.
- Patriot Day (September 11) is a day of solemn remembrance for the victims and those who lost their lives responding to the attacks of September 11, 2001.
- Pearl Harbor Remembrance Day (December 7) is observed annually in the United States on December 7 to honor the citizens and service members who lost their lives during the surprise military attack on Pearl Harbor in Oahu, Hawaii, on December 7, 1941.
Before a single piece of copy is drafted, your entire team needs to understand exactly what the day signifies. If you don’t know the context, you cannot set the right tone.
2. Pause the Automation
As an operations professional, I am a massive advocate for automation and scheduling tools. They keep our agency running. But on reverent holidays, automation is your worst enemy.
There are countless examples of brands going viral for all the wrong reasons because an evergreen tweet reading, “TGIF! What’s everyone buying this weekend?” auto-published on the morning of September 11th.
Operational Rule: Review your content calendars at least a week before a solemn holiday. Pause all automated social media posts, promotional emails, and even aggressive ad campaigns for a 24-hour period. Ensure that nothing lighthearted or hyper-commercial is scheduled to launch alongside a national moment of silence.
3. Silence is a Valid Marketing Strategy
There is immense pressure on brands to be part of every cultural conversation. But let me give you permission right now: You do not have to post.
If your brand has no organic tie to the military, no internal initiatives supporting veterans, or no logical connection to the day, simply staying quiet is often the most respectful approach. Forcing a connection where one doesn’t exist usually reads as performative. If your post is just a stock photo of an American flag with your logo watermarked in the corner, ask yourself: Is this adding value, or are we just checking a box?
4. Shift from Promotion to Purpose
If you do decide to communicate with your audience on these days, the goal should be connection, not conversion. Pivot away from “buy now” and lean into “giving back.”
Instead of offering a “Veterans Day Discount Code,” consider announcing that a percentage of the day’s profits will be donated to a reputable veterans’ charity. Instead of a standard promotional email, have your CEO write a brief, sincere message honoring your employees who have served. Highlight the voices of those the holiday is meant to honor rather than centering your brand.
5. Never Commercialize Grief
This is the golden rule. It is never acceptable to use loss, tragedy, or sacrifice as a segue into a sales pitch. If your messaging attempts to bridge the gap between “we remember the fallen” and “click the link in our bio for 20% off,” delete the draft immediately.
The Bottom Line
Marketing at its core is about human psychology and connection. On days of national reverence, the humans on the other side of your screen are reflecting, grieving, or expressing gratitude. Your brand needs to meet them where they are.
To all the veterans in our community, our network, and across the country—thank you for your service, today and every day.
