Veterans Day is a day to honor the people who served, but it’s also the first big sales moment of the holiday season. That timing is handy. It lands on a Wednesday this year, about two weeks before Black Friday, which makes it a great checkpoint for your gift list. 

Some retailers go all in with special military and veteran pricing, while others lean on their regular sales. A few do both. The tricky part is knowing which deals are worth planning around and which can wait a couple of weeks until Black Friday. 

This guide covers the categories that usually shine, how to decide between Veterans Day sales and Black Friday, and how to layer Rakuten Cash Back on top. You’ll also find a section on military and first responder discounts for readers who qualify.

When are Veterans Day sales in 2026?

Veterans Day is Wednesday, Nov. 11, 2026, but retailers don’t all start their sales on the same day. Some run offers for a single day, some for a week or more, and some only offer their discount to verified military members and veterans. Here’s how the calendar looks around the holiday.

Should you shop during Veterans Day sales or wait for Black Friday?

A big caveat to all this: It’s impossible to know whether Veterans Day sale prices will beat Black Friday prices on a specific item. It really comes down to checking the price on Veterans Day, and clicking “buy” if it’s a price you like. 

But here are a few simple guidelines to keep in mind as you browse.

Shop Veterans Day if:

• You qualify for a military or veteran discount and the store offers it year-round or just during a Veterans Day sale. Those programs do not depend on Black Friday.
• You need the item soon, such as a tool for a project or a coat for a cold snap.
• A store you like has announced an offer and the item is in stock.
• You want to spread your spending out instead of paying for everything at once.

Wait for Black Friday if:

• You’re eyeing a big-ticket item like a TV or laptop, which stores tend to feature in Black Friday sales.
• You want the widest selection of deals in one place.
• You can live with the risk that popular items sell out.
• You can wait two weeks without regretting it.

A little of both works well. You can shop during Veterans Day sales to get what you know you need and then price check the rest against Black Friday. Our Black Friday 2026 guide and Black Friday vs. Cyber Monday post can help you with the second part. 

What military and first responder discounts should you know about?

Many retailers offer discounts to active-duty military members, veterans, military families and first responders all year, not just on Veterans Day. The offers usually need a one-time verification through a service like ID.me or SheerID. 

Veterans Day is a good moment to get verified before you shop, so you’re not scrambling at checkout.

Check out our guide to military discounts and our breakdown of first responder and health-care worker discounts for more details on how best to take advantage of the status deals.

For even more Veterans Day deals, check out the VA’s regularly updated list of 2026 Veterans Day discounts.

How do you stack Rakuten Cash Back on Veterans Day sales?

Think of it as a ladder. Start at the bottom with the sale price and climb as far as the store’s terms allow.

1. Start with the sale or discount. That could be a Veterans Day sale or a standing military discount.
2. Add the discount code if the store allows it. Check the retailer’s terms for its discount.
3. Click through Rakuten first. Open the Rakuten app, the browser extension or the website, find the store and click through before you shop.
4. Check out as usual and watch your account. Eligible Cash Back will automatically be tracked for you.

A few habits help:

• Check the offer on the day you shop. Each store sets its own discount terms and dates, and details change. Confirm before you pay.
• Verify your status early. Some retailers verify through ID.me or a similar service, and in-store discounts like Kohl’s Veterans Day offer happen in the store. Start your Cash Back trip online when you shop online.
• Mind the Big Deal Reveal. Rakuten’s Holiday Big Deal Reveal runs Nov. 1 to 10, one day before Veterans Day. If a featured store fits your list, check the day’s rate before you buy. See our Holiday Big Deal Reveal post for the lineup.

What else should you watch for on Veterans Day?

A few quick tips before you shop.

• Look out for fake deals. Scammers love holiday weekends. Our guide to spotting fake coupons can help you spot the warning signs.
• Check return policies. Some stores extend holiday returns, and others do not. Read the policy for anything you may need to send back.
• Look at who is selling. If you’re on a marketplace, make sure you know whether the store or a third-party seller ships the item.
• Consider free perks too. Many restaurants and attractions offer free meals and admission on Veterans Day. They’re not shopping deals, per se, but they’re a nice way to honor the day. The VA’s list includes free admission to Legoland Florida and New York through Nov. 30 for military members and free entry to national parks on Veterans Day.

FAQs about Veterans Day sales

When is Veterans Day in 2026?

Wednesday, Nov. 11, 2026.

What are the best Veterans Day sales in 2026?

Target has a military offer on one qualifying purchase from Nov. 5 to 11, Kohl’s has an in-store military discount on Nov. 10 and 11, and the VA’s list includes in-store offers at Rack Room Shoes, Walgreens, Food Lion and Publix. Tech, home improvement, apparel and shoes tend to have strong Veterans Day deals.

Are Veterans Day sales better than Black Friday?

It depends on the item. Veterans Day works well for things you need now and for military discounts. Black Friday tends to bring the widest sales on big gifts. Compare before you buy something expensive.

Can you earn Rakuten Cash Back on Veterans Day sales?

Yes! Start at Rakuten, click through to the store and shop as usual. Rakuten Cash Back will stack on top of the Veterans Day sale price.

Who qualifies for Veterans Day discounts?

It varies by retailer. Many include veterans, active-duty members and their families, and some include first responders. Most ask you to verify your status.

Is Veterans Day a federal holiday?

Yes. It is observed on Nov. 11 each year.