When I was a platoon sergeant during Desert Storm, Colgate sent us cases of toothpaste out in the desert, arriving just about the time we were running out.
To someone back home, that might have seemed like a small thing. To us, it met a real need. It also carried a message that mattered: People remembered us. Organizations back home were paying attention and finding practical ways to help.
Back then, supply lines didn’t always reach our outpost in the desert. We often went weeks before we could get somewhere to replenish our personal supplies.
I have not forgotten it. Colgate continues to have my support today because of what the company did for us then.
That experience shapes how I think about Veterans Day discounts. A free meal or a discount at the register is welcome. But behind those offers is a larger opportunity: recognizing the businesses that stand with military members, veterans and their families—and looking at what that commitment means throughout the year.
Start With One Consolidated Resource
You do not need to search every restaurant and retailer individually. The American Legion’s “Veterans Day 2026 Free Meals, Freebies and Deals” page brings together offers from restaurants, retailers and attractions. It is a useful starting point for planning a meal, making a necessary purchase or finding an outing with family. Military.com also has a good list.
Read each offer carefully. Dates, eligibility, identification requirements and participating locations can differ. Some promotions extend beyond November 11; others apply only during specific hours or require advance enrollment. Confirm the details with the business before heading out.
Here are two businesses I frequent—not only for the savings they offer, but also for support that reaches beyond Veterans Day.
The Home Depot: Savings and a Place to Call Home
The Home Depot offers eligible service members, veterans and spouses 10% off eligible purchases throughout the year, with a maximum annual discount of $400. Enrollment requires military-status verification, and the benefit works online and in stores. Exclusions apply, including certain building materials, appliances and services, so check eligibility before budgeting around the discount.
For a household managing repairs and maintenance, that can be useful savings. More important, the company’s support extends beyond the checkout counter.
Since 2011, The Home Depot Foundation has invested more than $650 million in veteran causes and improved more than 70,000 veteran homes and facilities. Its current commitment is to invest $1 billion in veteran causes by 2032.
That work includes critical home repairs, accessible modifications for veterans with disabilities, and housing support for veterans exiting homelessness. Team Depot, the company’s associate volunteer force, also participates in renovation projects alongside nonprofit partners.
A discount helps stretch a household budget. A repaired home or an accessible bathroom addresses a different—and sometimes urgent—need. Both deserve recognition, but the second shows why we should look beyond a holiday promotion when evaluating a company’s commitment.
Texas Roadhouse: A Meal Today, Lasting Support Beyond It
Texas Roadhouse is continuing its Veterans Day tradition by offering veterans and active-duty military members free meal vouchers. For 2026, vouchers are scheduled for distribution on November 11 from 11 a.m. to 2 p.m. Bring proof of service, such as a military ID, VA card or discharge papers, and confirm participation and pickup arrangements with your local restaurant.
The vouchers offer a choice of 10 entrées, including a 6-ounce sirloin, along with two sides and a nonalcoholic beverage. They are valid through May 31, 2027, giving recipients flexibility to enjoy their meal after the Veterans Day crowds have passed.
The company’s support also extends well beyond that meal. Texas Roadhouse is a longstanding national partner of Homes For Our Troops, a nonprofit that builds and donates specially adapted custom homes for severely injured post-9/11 veterans. These homes help veterans live more independently and rebuild their lives.
Accept the Thanks Without Overspending
My financial-services background leaves me with one practical reminder: A discount is valuable only when it supports your plan.
If you already need something for your home, an eligible military discount can reduce the cost. If a restaurant offer fits your budget, enjoy the meal and the recognition. But spending money you did not intend to spend is not automatically saving money.
Before taking advantage of an offer:
- Decide what you actually need and what you can afford.
- Check eligibility, exclusions and enrollment requirements.
- Account for anything the offer does not cover, including additional meals, taxes and gratuity.
- Treat employees with the same courtesy and appreciation you would want extended to your own family.
Supporting a business does not require stretching your budget. A sincere thank-you, a thoughtful recommendation or choosing that business when you next need its products can also express appreciation.
Remember Who Shows Up
I have long supported organizations that show an enduring commitment to military families. That commitment is one of the things I weigh when deciding which businesses to trust and where to direct my spending.
Veterans Day gives businesses an opportunity to say thank you. It gives us an opportunity to notice who follows those words with action: practical assistance, housing improvements, family support and benefits available long after November 11.
For me, that connection began with toothpaste for each of my men in the desert.
Colgate met a need when we were far from home, and I still remember. This Veterans Day, enjoy the offers, spend thoughtfully and take a moment to recognize the organizations whose support lasts beyond the holiday.
