Military Appreciation Month, observed every May, is a time to honor the sacrifices and contributions of the men and women who have served and continue to serve in the U.S. Armed Forces. For businesses, it’s also a strategic opportunity to build genuine, lasting connections with one of America’s most loyal and valuable consumer audiences.

This guide will equip you with the knowledge and strategies to make the most of Military Appreciation Month — from understanding its significance to executing campaigns that actually move this audience.

Read next: How to Advertise to the Military: The Ultimate Guide

What Is Military Appreciation Month?

Military Appreciation Month isn’t just about expressing patriotic sentiment — it’s a high-ROI window for brands to connect with a consumer segment that is proven, loyal, and underserved by most advertisers. The military community represents nearly 40 million Americans with $1.3 trillion in collective buying power, and the data tells a compelling story about what drives their brand decisions.

According to Refuel’s Military Explorer 2025–2026 research, customer service is the #1 purchase influencer and loyalty driver among Active Duty members, while military discounts are the #1 loyalty driver for Post 9/11 Veterans, Active-Duty Spouses, and Post 9/11 Spouses. Additionally, 86% of Active Duty members consider their military experience an important part of their personal identity — meaning brands that authentically engage with that identity during Military Appreciation Month aren’t just driving a transaction, they’re building a relationship.

By actively participating in Military Appreciation Month, businesses can tap into several key benefits:

• Unlocking a Powerful Consumer Base: Tap into a high-value consumer base with proven spending power and above-average household incomes (Active Duty avg. HHI: $126,200; Active-Duty Spouses avg. HHI: $162,800)

• Building Unwavering Brand Loyalty: Military consumers are known for their loyalty. When they find a brand that genuinely supports their community and understands their needs, they become passionate advocates. Military Appreciation Month is your chance to forge those lasting bonds.

• Enhancing Brand Image: In today’s world, consumers are increasingly drawn to brands that stand for something. Demonstrating your appreciation for the military can significantly enhance your brand image, building goodwill and trust among a wide range of consumers who value patriotism and support for the troops.

• Attracting Top Talent: Veterans bring a wealth of skills, discipline, and experience to the civilian workforce. By actively participating in Military Appreciation Month, you can signal that your company values their contributions and is a welcoming environment for veterans, making it easier to attract and retain top talent.

In essence, Military Appreciation Month offers a unique platform for businesses to not only express gratitude but also to cultivate meaningful relationships with a powerful consumer segment, build a positive brand image, and even gain a competitive edge in the talent market.

Connecting with the Military Consumer

Reaching the military community effectively requires more than just generic marketing tactics. It demands understanding their unique characteristics and tailoring your approach to resonate with their values and lifestyle.

Who They Are

The military community is far from monolithic. Active Duty skews young (average age 28.7, 43% Gen Z) and is 82% male. Post 9/11 Veterans average 41.2 years old and are predominantly Millennial. Active-Duty Spouses are 86% female, average age 32.1, and are among the most educated and highest-earning consumers in their demographic cohort. The community has also grown significantly more diverse: 53% of Active Duty is multicultural (non-white) as of 2025, up from 37% in 2010.​

What They Value

Across segments, the military community shares core values — trustworthiness, honesty, family, and service. 97% of Active Duty members identify as trustworthy and reliable; 97% of Active-Duty Spouses cite honesty as their top personal value. These values shape how they evaluate brands. They’re drawn to companies that demonstrate genuine understanding of military life, not just flag-waving.​

How They Live

Military life means frequent relocation, deployment cycles, and the logistical complexity of managing a household alone. Active Duty members and their spouses average 32.4 months in a residence before relocating due to PCS (Permanent Change of Station) obligations — up from 15.9 months in 2024. This shapes what they prioritize: reliability, value, and brands that make life easier.​

Where They Connect

The military community balances traditional and digital media in nearly equal measure — Active Duty splits 48% traditional / 52% digital. YouTube, Facebook, and Instagram are their top social platforms, with TikTok now functioning as the #2 search engine for brand information across all military audiences. Satellite radio and cable TV remain strong on the traditional side, while social media and streaming video dominate digital consumption.

Strategies for Showing Appreciation

Now that you have a better understanding of the military consumer, let’s explore some impactful ways to show your appreciation during Military Appreciation Month:

• Partner with VSOs: Collaborating with veteran service organizations like Team RWB, Wounded Warrior Project, or the USO is a powerful way to demonstrate your commitment to the military community. By supporting their programs and initiatives, you’re directly contributing to the well-being of veterans and their families.

• Offer Military Discounts: Military discounts are the #1 loyalty driver for Post 9/11 Veterans, Active-Duty Spouses, and Post 9/11 Spouses. This is one of the highest-ROI brand gestures you can make with this audience.

• Host Events: 68% of Active Duty members report a deeper connection with a brand when they see its ads on-base. Live events and on-installation activations extend that connection even further.

• Create Dedicated Content: Developing content that recognizes the contributions of service members and shares their stories can be incredibly impactful. This could include blog posts, social media campaigns, videos, or even dedicated web pages that highlight the experiences and sacrifices of the military community.

• Employee Recognition: If you have employees who are veterans or military spouses, publicly acknowledge their service and contributions. This not only boosts morale but also reinforces your company’s commitment to supporting the military community.

• Social Media Engagement: 92% of Active Duty members use social media regularly. May is the right time to run military-themed campaigns, amplified by military influencers — 83% of Active Duty engage with military influencers.

• Charitable Giving: Donating to military-focused charities or supporting causes that benefit veterans and their families is a tangible way to give back to the community. This demonstrates your commitment to making a difference in the lives of those who have served.

Read next: How to Advertise Your Brand During Military Appreciation Month (with examples!)

Memorial Day Advertising Best Practices

Military Advertising Best Practices

Whether you’re activating for Military Appreciation Month or building a year-round strategy, these principles apply:

• Be genuine: Avoid exploiting military imagery for commercial gain. This audience can spot inauthenticity immediately — and they talk.

• Stay relevant: Tailor messaging to the segment. What resonates with Active Duty (customer service, on-base connection) differs from what drives Post 9/11 Veterans (military discounts, “Made in America”) or Spouses (product quality, reliability).

• Target effectively: Use military-specific channels — base print, on-base OOH, military websites, and military influencers — alongside digital platforms. Active Duty members are 6% more likely to engage with military print and base newspapers than the total military audience.​

• Build partnerships: Collaborate with military influencers and VSOs to amplify your message with built-in trust. 83% of Active Duty members engage with military influencers.

Going Beyond Military Appreciation Month: Year-Round Support

While Military Appreciation Month provides a focused opportunity to show your support, building genuine relationships with the military community requires a year-round commitment. Here are some ways to extend your appreciation beyond May:

• Ongoing Partnerships: Continue your collaborations with VSOs throughout the year. Explore opportunities for ongoing support, such as volunteering, sponsoring events, or offering employee matching programs.

• Sustained Military Discounts: Don’t just offer discounts in May. Maintain your military discount program year-round to demonstrate your ongoing appreciation and build lasting loyalty.

• Career Support: Extend your support to veterans transitioning to civilian careers. Offer mentorship programs, career fairs, or partnerships with organizations that assist veterans in finding employment.

• Community Engagement: Participate in local events that support veterans and military families throughout the year. This could include volunteering at veteran-focused organizations, sponsoring community initiatives, or simply attending events that honor their service.

• Internal Initiatives: Foster a culture of support for military employees and their families within your own organization. Offer flexible work arrangements, resources for military spouses, and employee resource groups to create a welcoming and inclusive environment.

By demonstrating your commitment to the military community throughout the year, you’ll cultivate deeper relationships, build stronger brand loyalty, and make a lasting positive impact.