Veterans Day (Wednesday, November 11, 2026) is one of the few holidays where the right move for a small business is not a big sale. It's a day to say thank you. Done well, it also shows your community who you are, and that's something no ad can buy.
Here's how to honor veterans sincerely, avoid the mistakes that make businesses look opportunistic, and make sure the people who want to support you can actually find you.
First: honor, don't hard-sell
Customers can tell the difference between gratitude and a sales pitch wearing a flag. A few ground rules:
- Start with thanks, not a coupon. A simple "Thank you to every veteran who served" post beats "VETERANS DAY BLOWOUT SALE!!!"
- Keep offers real and simple. If you offer a veteran discount, make it easy to claim and honor it without fuss.
- Don't confuse the holidays. Veterans Day honors everyone who has served. Memorial Day honors those who died in service. Mixing them up is one of the most common (and most noticed) mistakes.
- Use real stories with permission. If a veteran on your team or among your customers is happy to be featured, ask first and let them tell it in their words.
1. Update your Google Business Profile before November 11
Your Google Business Profile is where most local customers will look you up, so make it work for the day:
- Set special hours if you're closing early, opening late or closed. Google shows special hours right on your listing, which saves you from frustrated customers at a locked door.
- Publish a Google post a few days before: a short thank-you message, a photo, and details of any veteran offer.
- Add the "veteran-owned" attribute if it applies. Google Business Profile lets eligible businesses show that they identify as veteran-owned, and many customers go out of their way to support veteran-owned businesses.
Not sure your profile is set up properly? That's exactly what our Google Maps optimization service handles.
2. If you're veteran-owned, say it everywhere
Being veteran-owned is a genuine trust signal. Make sure it's visible:
- On your website's homepage and About page
- In your Google Business Profile attributes and description
- On your social media bios
- On invoices, vehicles and business cards
If you haven't already, look into the SBA's Veteran Small Business Certification (VetCert) program. It can open doors to government contracting opportunities.
3. Create a simple, honest veteran offer (optional)
A veteran discount isn't required, but many local businesses offer one year-round or on Veterans Day. If you do:
- Be specific: "10% off for veterans and active-duty military, all November" is clearer than "special pricing for heroes."
- Decide how you'll verify eligibility (for example a military ID, VA card or veteran ID on a driver's license) and apply it consistently.
- Extend it to families if it fits your business. Military spouses notice and appreciate it.
- Put the details on your website in one clear place, so your social posts and Google post can link to it.
4. Share gratitude on social media, the right way
Good Veterans Day content for a local business:
- A photo of your team with a short, sincere thank-you
- A spotlight on a veteran employee or customer (with their permission)
- A post about a local veterans' organization you support
- A reminder of your veteran offer, kept low-key
Avoid generic stock images and anything that looks like you're using the holiday to push product. Our social media team can plan and design holiday content that looks professional and feels genuine.
5. Support a local veterans' cause
Community involvement is good for your town and for your reputation:
- Donate a portion of a day's sales to a local veterans' organization
- Offer a free service to a veteran in need (a free cleaning, repair or tune-up)
- Sponsor or volunteer at a local Veterans Day event
When you share it, focus on the cause, not yourself. People remember businesses that show up for their community.
6. Make it easy to find and contact you
All of this only helps if customers can find you when they search. Before November:
- Check that your hours, phone number and address are correct on Google, Yelp, Apple Maps and Facebook
- Make sure your website loads quickly on a phone and has a clear "call" button
- Reply to recent reviews. It shows you're active and paying attention
A mobile-friendly website and a well-managed Google profile turn goodwill into real calls.
A simple Veterans Day checklist
| When | What to do |
|---|---|
| Early November | Set special hours on Google, decide on any veteran offer |
| 3–5 days before | Publish a Google post and schedule social posts |
| November 11 | Post your thank-you, share your cause, honor your offer |
| After | Thank anyone who took part and reply to every review |
Frequently asked questions
Should my small business offer a Veterans Day discount?
It's optional. Many customers appreciate it, but a sincere thank-you and support for a local veterans' cause can mean just as much. If you do offer one, keep the terms clear and simple and honor it consistently.
What's the difference between Veterans Day and Memorial Day?
Veterans Day (November 11) honors everyone who has served in the U.S. military. Memorial Day (the last Monday in May) honors those who died while serving. Using the right message for each day matters.
How do I show that my business is veteran-owned on Google?
Eligible businesses can add the veteran-owned attribute in their Google Business Profile, which shows on the listing. Also mention it in your business description, website and social bios.
What should a business post on Veterans Day?
A short, genuine thank-you, a photo of your team, a spotlight on a veteran (with permission) or a post about a local veterans' organization you support. Keep any offer secondary to the message of gratitude.
Let Ignite handle your holiday marketing
Ignite Marketing Solutions helps small businesses across the US stay visible and relevant all year, including the holidays. We keep your Google Business Profile updated with special hours and posts, design seasonal social media content and make sure customers can find you when they search.
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