🧭 The North Star | Patriotic Holiday Tips for Marketers | Newsletter May 21
How marketers can authentically engage customers during patriotic observances
Several years ago, during Memorial Day weekend, a high school student thanked me for my military service, inadvertently highlighting a common misunderstanding of the holiday's intent. Memorial Day specifically honors those who made the ultimate sacrifice, not veterans like me or active service members.
This experience underscores the critical responsibility marketers hold during patriotic holidays. Misunderstanding these occasions can lead to ineffective or even offensive messaging. Small businesses and marketers must clearly understand each holiday's significance to authentically engage their communities, customers, and employees. Below is a practical guide to America's key patriotic holidays, with recommendations for respectful and effective marketing.
Armed Forces Day
Armed Forces Day started in 1949 to honor all the Armed Forces. Yet, unless someone lives near a military or naval base, your community is probably unfamiliar. It celebrates and honors all those who are currently serving. Businesses located near military installations could treat this holiday as an opportunity to honor their military neighbors by creating content to promote its significance. Nationally, brands could also observe this day and help raise customer awareness about it.
When: Third Saturday in May
Purpose: To honor all currently serving members of the Armed Forces.
Recommended Marketing Approach:
Recognize and highlight local service members.
Share supportive content or host events honoring military neighbors, especially effective for businesses near military installations.
Example: A local restaurant near a military base might offer a special discount to active service members and their families, promoting this respectfully on social media with genuine messages of appreciation.
Memorial Day
Originally called Decoration Day, Memorial Day began after the Civil War, and communities observed it on May 30th for nearly a century. In the late 1960s it became a federal holiday and was officially moved to the fourth Monday in May. Unfortunately, Memorial Day weekend is now considered the “official start” of Summer, with most marketing efforts focused on that theme. Brands wishing to observe the holiday as intended should consider a more reverent approach, emphasizing the ultimate sacrifice one can give to their country. This type of content can be tricky, but if done well, it may offer an opportunity to engage consumers authentically.
When: Fourth Monday in May
Purpose: To honor and remember those who have died in military service.
Recommended Marketing Approach:
Emphasize reverence and gratitude, avoid overly commercialized or celebratory language.
Highlight stories of sacrifice, community memorial events, or support for families of fallen service members.
Example :A retailer might pause promotional emails on Memorial Day morning, opting instead to share stories about local heroes who gave their lives, accompanied by respectful imagery and messaging.
Independence Day
Independence Day is probably the most sacred of American patriotic holidays. There is no doubt that the military is paramount to protecting our freedoms and defending our Constitution, from the days of the Continental Army & Navy to now. So, it is fitting to honor both those who are serving and have served in the Armed Forces. Nevertheless, we would be remiss if we allowed Independence Day celebrations to honor only the military. Celebrating the birth of our country demands much more. We should celebrate all Americans. In addition to our armed forces, many Americans played essential roles in this ongoing experiment of democracy. Brands wishing to promote an Independence Day theme should not limit themselves to honoring just the military. Besides the military, consider how other Americans were critical to America’s success.
When: July 4th
Purpose: To celebrate the founding and independence of the United States.
Recommended Marketing Approach:
Celebrate broader themes of freedom, community, and diversity.
Avoid focusing solely on military themes; instead, highlight a variety of Americans who contribute to the nation’s success.
Consider highlighting:
American workers
Educators
Small business owners
Immigrants
First responders and healthcare workers (especially post-COVID-19)
Civil servants and elected officials
Example: A small business could launch a campaign honoring local heroes such as teachers, healthcare workers, and first responders, inviting the community to share personal stories of gratitude.
Veterans Day
Although not celebrated until November 11th, Veterans Day is another sacred patriotic holiday. It is the day we honor all Veterans and their service to our country. Its history dates back to WW I and the commemoration of Armistice Day — the historical end date of “the war to end all wars.” Today, many businesses offer special promotions and discounts during this holiday. Still, there is another approach that companies might consider. Instead of focusing outward, they could look inward and identify how many of their employees are veterans and honor them, perhaps making an excellent marketing campaign too.
When: November 11th
Purpose: To honor all veterans who have served the nation.
Recommended Marketing Approach:
Offer genuine appreciation and recognition to veterans.
Consider internal recognition, highlighting veteran employees and their contributions.
Example: A company could profile veteran employees through social media, telling their personal stories and recognizing their ongoing contributions to the workplace and community.
Common Pitfalls to Avoid:
Misusing holiday themes for unrelated commercial promotions.
Confusing Veterans Day with Memorial Day messaging.
Using insensitive language or imagery that trivializes the holiday’s purpose.
As patriotic holidays approach, brands should thoughtfully reflect on the meaning behind each observance. Authentic engagement demonstrates respect, fosters community goodwill, and strengthens your brand’s reputation as a responsible community member.
