I’m having a difficult time believing it’s November. All sorts of things get distorted or disturbed as we age: Time goes way too fast and our bodies are often taking unexpected hits. The good thing is that if we live a healthy life — mind and body — we can usually recover from many of those hits! My mom, who is a staunch supporter of The New Falcon Herald, is recovering from hip surgery. I am amazed at her will to get back to her active life that includes walking, gardening, going to church and visiting with her friends. She is doing great!
November is a busy — no, it’s a harried — month. Nov. 11 is Veterans Day — a time to thank our military men and women for their service to our country. Of course, there is Thanksgiving; this year it’s on Nov. 27. Everyone is not only thinking about turkey and all the trimmings but also how to make time for Christmas shopping.
That reminds me that the day after Thanksgiving is Black Friday — another harried experience. Then, on Saturday, Nov. 29, we have Small Business Saturday. The day is a good way to show some love to our neighborhood shops and restaurants. Your support keeps our local economy strong and our community vibrant.
Here are a few thoughts that tie Veterans Day to Small Business Saturday. The 19 million veterans living in the United States can greatly influence and impact retail businesses. They are an important consumer group so many marketing experts have recommended that business owners embrace and steer their promotional efforts to the veteran community.
According to Veterans Day Marketing Services 2025, the military community has more than $900 billion in spending power, which solidifies their role in the economy.
The U.S. military community, including active duty, veterans, spouses and dependents, is estimated at about 37 million people. That community controls about $1.2 trillion in annual spending power.
The post 9/11 veterans (a younger group of veterans) alone contribute $198.7 billion in consumer spending power.
Offering discounts and special deals to military members is smart marketing; if provided those offers, 61% of military members said they would shop more frequently. And 58% of military members and their spouses will search for discounts on Veterans Day alone. So, small business might want to think about starting the holiday season with advertising specials for Veterans Day.
Marketing campaigns aren’t easy for small businesses because their budget isn’t usually conducive to branding their goods. It’s vital to hone in on the best times and best avenues to set up an advertising game plan. Focusing on military members could be an advantage for businesses located in heavily military populated areas.
What we can all do to support small businesses is get off the computer for one day — Nov. 29 — and visit local businesses. For those residents in Falcon and area, check out our advertisers (and tell them we sent you).
Thank you, veterans, for your service — you are appreciated. And Happy Thanksgiving to all; please have a safe start to the holiday season.
See you in December!
Michelle
