Veteran's Day is Nov 11, and it's the perfect opportunity to honor our military personnel who work to protect our communities.
TODAY Contributor Ally Love recently shared on Hoda & Jenna some veteran-owned brands to shop this holiday. Whether you shop these brands to give back to the community, or to gift to a military personnel in your life, these picks will show your support.
Plus, we found brands offering exclusive sales for military members for the holiday, and some offer year-round discounts of up to 50% off to military, first responders and medical professionals, too.
Keep reading to discover the best veteran-owned brands to support this Veteran's Day, and all the best discounts for Veteran's Day.
Plus, discover more about the holiday, what stores are open and food deals to celebrate with.
Veteran-owned brands seen on TODAY | Veteran's Day-exclusive deals | Discounts for veterans | Shop TODAY SMS | Meet the expert | How we chose
Veteran-owned brands to shop, as seen on TODAY
Busy Baby
Founded by veterans and siblings Beth Fynbo and Eric Fynbo, Busy Baby was built around making the lives of busy parents easier. "Their passion for supporting veterans remained at the heart of their business model," notes Love, who also adds that a portion of their proceeds go to veteran-focused causes.
Busy Baby Silicone Mat
This silicone mat promises to keep utensils, cups and toys off the floor thanks to its suction cups and four tethers. It gives baby room to play and explore with less mess afterward.
Busy Baby Bottle Bungee
With the assistance of the suction mat, the Bottle Bungee keeps their bottle in range, all while keeping it in place for your peace of mind.
Busy Baby Eating Utensils for Babies & Toddlers
The silicone body on these eating utensils makes them easy to grip so little ones can learn how to self-serve. The soft, rounded tips also make them gentle for your baby.
Explore more of the brand here.
Naturally London
"Founded by Chrissy Cabrera, an Air Force veteran and a certified aromatherapist, Naturally London is a Maryland-based business dedicated to creating high-quality, gently-scented [and] comforting foot care," says Love. Cabrera uses her platform to advocate and raise awareness for veterans.
Naturally London Nourishing Foot Butter
Looking to combat dry and cracked heels? Naturally London's foot butter contains a powerful blend of avocado butter, cupuaçu butter and mango butter to soothe dry areas. It also promises to be fast-absorbing and non-greasy.
Naturally London Pure Relief Moisturizer
This nourishing cream can be used on both the hands and heels to relieve dryness. Since a little goes a long way, a pea-size amount is only needed, so you can trust the product will last you all season.
Naturally London Soothing Beauty Balm
From head to toe, you can use the brand's beauty balm to repair and heal rough and dry areas. Naturally London recommends using it to restore cuticles, as a lip balm and on irritated elbows, among other concerns. It does it all!
Collect the entire collection here.
Honeycomb Heroes
Honeycomb Heroes was founded by Justin Strickler and James McWilliams back in 2011. "After years of military service, McWilliams started the business as a way to reconnect with his family and provide high-quality, natural skin care products that promote wellness and self-care," Love details. From every sale, a portion of proceeds goes to veteran-focused organizations.
Honeycomb Heroes Orange Blossom Honey
Orange Blossom is one of Honeycomb Heroes' most popular flavors for cooking, adding to teas and more. If you plan on making a batch of tea (or two!) this season, you might want to spice it up with this flavor. But if you prefer a different taste, Love also recommends their Wildflower Honey.
Honeycomb Heroes' Bee Manly Skin Cream
Keep your hands protected all winter long with the brand's Bee Manly Skin Cream. There are only a handful of ingredients, including beeswax, moisturizing essential oils and vitamin E, that soothe and seal in moisture.
You can also shop an option for Eczema Relief and other scented picks here. To complete the line, Love recommends their Lotion Bar and Goatsmilk Soaps, which you can shop on their site.
Skirted Soldier
"Founded by Rhonda Smith, a U.S. Air Force veteran, The Skirted Soldier is a tea company with a heart for supporting female veterans," says Love. The brand donates "10% of every purchase to assist female veterans transitioning from the military to civilian life," and supports the PA Veteran Farmer Network and more.
Skirted Soldier Holiday Hygge Limited Edition Tea
Sip and support this holiday season with a cup of tea from Skirted Soldier. Their Holiday Hygee is all about cozy vibes, with a blend of apple pieces, orange peel, hibiscus blossoms and more to get you in the spirit. The price starts at just $4 for two servings, but you can also purchase other sizes.
But if you're interested in trying more flavors, explore more here.
TrueMade Foods
Founded by Abe Kamarck, a former military officer, Ed Mitchell, who served in the Army during Vietnam and Mitchell’s son Ryan, the brand focuses on crafting products "that are free from added sugars, artificial ingredients and preservatives," notes Love. They give back to their community through various initiatives and more.
True Made Foods Ed Mitchell Genuine Pitmaster BBQ Sauce Variety Pack
Each pick in this variety BBQ sauce bundle is packed with tomatoes, apples and all of the good stuff. Although this makes it low in sugar content, the brand promises a flavorful experience. It's a healthy alternative compared to traditional sauce options.
True Made Foods No Sugar Added Ketchup
Fries, please! According to the brand, each bottle of their No Sugar Added Ketchup contains more than ½ a pound of fruits and veggies that give it its naturally sweetened flavor. Although this pack comes with two bottles, you can purchase a single bottle or three.
Try more from the brand here.
Veteran's Day-exclusive deals
Anne Klein Women’s Genuine Diamond Dial Bangle Watch
Amazon is offering major discounts on select items this Veteran's Day, including this bangle watch from Anne Klein. It comes with a jewelry clasp and extender link for the perfect fit.
Hey Dude Women's Sirocco Neutrals Shoes
Ring in the holiday season with a pair of Hey Dudes. When using code FALL30, you can earn 30% off select styles, including this stylish faux leather pick.
DKNY Women’s Hooded Toggle Quilted Coat
Shop discounted clothing, home goods, kitchen essentials and more at Macy's this holiday. Now that winter is approaching, we have our eyes set on DKNY's quilted and water-resistant coat to bundle up in.
Tempur-Pedic Tempur-Adapt Topper
A good night's rest is just one click away. Designed to conform to and support your body, Tempur-Pedic's Tempur-Adapt mattress topper sounds like an instant upgrade — and it happens to be 40% off. Shop it while it's on sale, plus other discounted sleep essentials.
Discounts for first responders, medical professionals and military personnel
J.Crew
To say “thank you” for all the hard work that community heroes do to keep the public safe and healthy, J. Crew offers military personnel, first responders and medical professionals a 15% discount. Once you’ve confirmed eligibility, you’ll receive a personal discount code that you can use up to four times a month. You can even stack the code with other live J. Crew sales and discount codes.
If you’re an active duty military personnel, military family member, military veteran or reservist, you can confirm your eligibility by providing your status, branch of service, name, birthday and email.
If you’re an EMT, police or firefighter, you can confirm your eligibility by providing your status, organization, name, date of birth and email.
If you’re a doctor, nurse or other health worker, you can confirm your eligibility by providing your status, organization, name, birthday, postal code and email.
Adidas
For decades, Adidas has dominated the shoe market, providing support to feet of all shapes and sizes. The brand is taking its support one step further by offering a 30% discount to active duty military personnel and veterans, police, firefighters, EMT, doctors and nurses. To start saving, you’ll need to verify your status with ID.me.
Madewell
Community heroes work so hard while on the clock that they deserve to look and feel great while they’re off it. Madewell makes this easy by offering them a 15% discount on their items.
If you’re a looking to take advantage of this deal, simply create a Madewell Insider account and verify your military, medical professional or first responder status by providing your personal and job information.
Reebok
Reebok is showing its support to active and retired members of the military, first responders and medical personnel by offering a 50% discount. To save big on supportive sneakers, clothes and more, verify your status with ID.me.
Levi's
A discounted pair of jeans can make someone’s day (and sometimes someone’s month!). But what if you could get discounted jeans every day of the year? Well, if you’re an active duty personnel, reservist or veteran, you can start saving by adding your information here! Levi’s offers community heroes, including first responders and medical professionals, a 15% discount.
If you’re a first responder, you can start saving by providing your organization, name, birthday and email to verify your status. Medical professionals can start saving by providing information here to verify their status.
Yeti
After verifying your status through ID.me, military personnel, first responders, nurses and teachers can purchase select Yeti merchandise with special pricing.
Sunglass Hut
No matter the time of year, a reliable pair of sunglasses is necessary to protect your eyes from the sun’s harsh UV rays. Sunglass Hut offers active duty and retired military personnel and their family members a 15% discount. Active first responders, medical providers, hospital employees and nurses can also save. To start saving, you’ll need to verify your status through ID.me.
Vera Bradley
Vera Bradley has tons of patterns that will earn you constant compliments. Military, first responders and medical professionals can transform their storage, home and organization supplies on a budget because Vera Bradley is offering them exclusive savings. Save 10% on Vera Bradley by confirming your eligibility with ID.me.
Sign up for Shop TODAY SMS
Stay up to date with everything Shop TODAY. Get exclusive deals on TODAY-favorite products, info about the latest trends and expert-approved finds sent right to your phone.
Meet the expert
- Ally Love is a fitness instructor for Peloton and an on-air lifestyle contributor for TODAY.
How we chose
The Shop TODAY editors and writers search the internet to find the best products out there. We interview expert sources, comb through customer reviews and even use our own personal experiences to make shopping easier for our readers.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think TODAY.com readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time.
The Flat Lay Co. Flat Lay Makeup Bag
The Flat Lay Co. Flat Lay Makeup Bag