Veterans Day weekend is a great time for retail promotions, as shoppers get a head start on holiday gift hunting. But it’s also an opportunity for companies to pay homage to our veterans and active military and to build goodwill among consumers. After all, 85 percent of Americans believe it’s important for companies to support military nonprofits, according to a survey by Cone. A few initiatives we’ve seen this year for Veterans Day include:
Dunkin Donuts is donating a pound of coffee to the USO for every two pounds purchased in-store or online (up to 100,000 pounds).
JCPenney and JOE Joseph Abboud partnered with IAVA this October to give away $1 million worth of apparel to 5,000 returning Iraq and Afghanistan troops. The initiative aimed to help veterans transition back to the civilian workforce by providing professional attire.
Microsoft dedicated its citizenship website, Facebook page and blog to inspiring U.S. military veteran stories. The web makeover is part of its ongoing commitment to help prepare veterans and their spouses with the skills and resources needed to be successful in today’s workplace.
Walmart announced a five-year, $10 million commitment to help improve the employment outlook of veterans.
These approaches are all distinct – some are traditional cause programs benefiting military nonprofits, while others are just designed to honor our veterans and active military through in-kind donations – but each leverages the company’s unique assets to serve veterans’ needs and connect in ways that resonate with their consumers and employees.
Stay tuned for more on consumer holiday cause shopping trends and data in the coming weeks.