Why Knowing Which American Companies Do Not Offer Military Discounts And May Be Considered Anti-Military Matters
Several American companies that do not offer military discounts and may be considered anti-military have drawn serious criticism from veterans, military families, and consumer advocates. Here is a quick overview:
| Company | Key Concern |
|---|---|
| Penzeys Spices | CEO publicly labels Republicans — including many veterans — as the "#1 threat to this country" |
| Nike | Signed Colin Kaepernick as a brand ambassador, sparking widespread veteran boycotts |
| Warby Parker | Perfect 100 score on the HRC Corporate Equality Index; pulled ads from conservative media |
| Costco | Board urged shareholders to protect DEI policies despite broad public pushback |
| Dick's Sporting Goods | No company-wide military discount; policy left to individual manager discretion |
| Revival Tattoo Collective | Publicly refused all service to active-duty military and veterans |
These companies are not all equal in their stance. Some simply lack a formal discount program. Others have made direct public statements or business decisions that many veterans view as hostile.
Why does this matter? Because where you spend your money is a form of support — and many service members want to know which brands have their back.
I'm Larry Fowler, publisher of the USMilitary.com Network since 2007 and a longtime advocate for veterans navigating benefits, careers, and consumer decisions. Tracking American companies that do not offer military discounts and may be considered anti-military is exactly the kind of practical, mission-critical information I've built this platform to deliver. In the sections below, we'll break down each company, what they've done, and what you can do about it.
Simple guide to American Companies That Do Not Offer Military Discounts And May Be Considered Anti-Military terms:
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American Companies That Do Not Offer Military Discounts And May Be Considered Anti-Military
When we look at the landscape of corporate America in July 2026, we see a clear divide. Some businesses go above and beyond to support the men and women who wear the uniform. Others have taken paths that leave veterans feeling sidelined, ignored, or even openly disrespected.
To help you make informed choices, we have compiled a detailed breakdown of notable businesses on our radar. For a broader look, you can also check out our comprehensive List of Anti-Military Companies.
Penzeys Spices
Penzeys Spices, a retail spice chain operating in 24 states with a massive catalog customer base, has moved far beyond selling cinnamon and cardamom. Under the direction of CEO Bill Penzey, the company has integrated intense partisan activism directly into its brand identity.
The company maintains a dedicated "About Republicans" section on its official homepage, placing it right alongside standard business links. In this section, the company openly attacks conservative voters—a demographic that includes a massive percentage of active-duty service members and military veterans.
During a Martin Luther King Jr. holiday weekend, the company went so far as to rename its promotional event the "Republicans are racist weekend" in an email blast to its customers. Penzey has also publicly declared the Republican Party to be the "#1 threat to this country." Because these sweeping statements brand a massive portion of the veteran community as hostile to American values, many military families have chosen to take their business elsewhere. For a deeper look into this corporate stance, you can read America's Wokest Company and review how this Spice company with Minnesota locations devotes entire section of website to attacking Republicans as 'racist' | Alpha News MN.
Major Financial Services Firm
Even companies historically built to serve the military are facing intense scrutiny. USAA, a financial institution founded specifically to provide banking and insurance to military members, veterans, and their families, has faced growing backlash from its own core customer base.
The criticism intensified following the appointment of Wayne Peacock as CEO—the first non-veteran to lead the company since its inception. Under this new leadership direction, USAA committed $50 million over three years to corporate diversity, equity, and inclusion (DEI) initiatives and racial equity programs, contrasting with the $30 million it allocated for COVID-19 relief.
Furthermore, USAA earned an exceptionally high ESG (Environmental, Social, and Governance) score of 85 out of 100, signaling a heavy shift toward progressive corporate policies. This transition has alienated many traditional military families. Critics point to actions such as USAA denying liability insurance coverage to STARR (an organization of retired military officers focused on countering Marxist influence in the armed forces) on the grounds that their mission was "too controversial." USAA also sponsored a DEI reading room at the Air Force Academy featuring books criticized for promoting anti-American themes. For many veterans, these developments feel like a departure from the organization's foundational promise. You can read more about this perspective in this opinion piece: The USAA's embrace of wokeness is a betrayal of its military members.
Costco
Costco is a retail giant loved by many for bulk savings, but its corporate governance has drawn the ire of veteran advocacy groups. In late 2024, Costco's board of directors actively urged shareholders to vote against proposals aimed at rolling back or auditing its DEI policies, defending them as essential for employee recruitment and workplace inclusion.
Critics argue that by doubling down on these policies, Costco is prioritizing ideological frameworks over pure meritocracy. This corporate stance has sparked calls for boycotts, with conservative and veteran groups urging members to cancel their annual memberships in favor of supporting local small businesses that prioritize merit and traditional American values. To read more about the ongoing debate surrounding Costco's corporate policies, check out the analysis by Based Mike Lee Fan.
Nike
Nike found itself at the center of a massive national controversy in 2018 when it signed former NFL quarterback Colin Kaepernick to a major endorsement deal to anchor its "Just Do It" anniversary campaign. Kaepernick’s decision to kneel during the playing of the national anthem to protest police brutality was viewed by millions of veterans as a direct sign of disrespect to the American flag and the service members who fought to defend it.
The endorsement deal sparked immediate and widespread consumer protests. Many veterans and military supporters took to social media to share videos of themselves burning Nike shoes or cutting the iconic Nike "swoosh" logo off their socks. While Nike stood by its campaign, the decision created a lasting rift, causing many patriotic consumers to permanently cross Nike off their shopping lists.
Warby Parker
Warby Parker, the popular online and retail eyewear brand, has consistently aligned itself with highly progressive political causes. The company received a perfect score of 100 on the 2025 Corporate Equality Index from the Human Rights Campaign (HRC), reflecting its deep commitment to activist corporate governance.
The brand has actively lobbied for highly politicized legislation, pledged $1 million to the Black Lives Matter movement, and pulled its advertisements from conservative media outlets like Breitbart News and The Daily Wire. For veterans who value traditional constitutional principles and believe corporations should remain neutral in the culture wars, Warby Parker’s active political lobbying makes it a brand they prefer to avoid. You can view their full corporate risk profile via this Warby Parker Risk Assessment.
Dick's Sporting Goods
Unlike some of the other companies on this list, Dick's Sporting Goods has not necessarily made highly publicized statements attacking veterans. However, its lack of a consistent, corporate-wide military discount policy remains a major point of frustration for military families.
Dick's Sporting Goods leaves the decision to offer a military discount entirely up to individual store managers. This means a veteran might walk into one location and receive a 10% discount, while another location down the road flatly refuses to honor it. While the brand’s online cold-weather apparel line, DSG Outerwear, does offer a reliable 25% military discount verified through ID.me, the unpredictable in-store experience leaves many military shoppers feeling undervalued compared to competitors who offer guaranteed, chain-wide savings.
Revival Tattoo Collective
While most of the entries on this list are massive multinational corporations, local businesses can also generate significant national backlash. Revival Tattoo Collective, a tattoo studio located in Florida, sparked outrage across the military community when its owner posted on social media that active-duty military members and veterans were officially banned from the shop.
The owner defended the policy by publicly labeling military members as "war criminals" and claiming that law enforcement officers "kill babies and unarmed citizens." The explicit refusal of service to both active-duty personnel and veterans led to massive local protests, a flood of negative online reviews, and a national conversation about the rights of business owners versus the respect owed to those who serve. For full coverage of this incident, you can read Florida tattoo shop Revival Tattoo Collective refuses service to military and veterans - Amed Post .
Corporate Policies vs. Patriotism: Why Some Brands Skip Veteran Benefits
Why do some brands choose to skip out on offering military discounts altogether? While a lack of patriotism is sometimes the cause, companies often cite operational and financial reasons.
When we look at corporate decision-making, the reasons usually boil down to three main factors:
- Profit Margins: Some high-volume, low-margin retailers argue that their prices are already as low as possible, and adding a blanket 10% discount across the board would erase their profit margins.
- Administrative Costs: Setting up secure, third-party verification systems to prevent discount fraud requires time, technology, and money.
- Alternative Definitions of Service: Some corporate leaders argue that offering discounts exclusively to the military creates an unfair hierarchy. They believe that if they offer a discount to veterans, they must also offer it to teachers, firefighters, nurses, and other public servants.
This alternative viewpoint is explored in the opinion piece Why we shouldn't just have military discounts, which argues that military-only discounts can overshadow other vital public service professions. However, for most veterans, a corporate discount is not about creating a social hierarchy—it is a simple, tangible way for a business to say "thank you" for the unique sacrifices and risks associated with military life.
To illustrate this gap, we've outlined the contrast between corporate justifications and veteran expectations:
Why Some American Companies That Do Not Offer Military Discounts And May Be Considered Anti-Military Face Backlash
When a company chooses not to offer a military discount—or worse, combines that lack of benefits with public stances that alienate patriotic Americans—they face a steep hill in terms of customer loyalty.
In a highly competitive market, public perception is everything. Competitors like Lowe’s, The Home Depot, and Apple have built immense customer loyalty by offering seamless, year-round 10% military discounts. When veterans see how easy it is to save at these establishments, they naturally wonder why other multi-billion-dollar brands cannot or will not do the same. To see just how many major brands proudly support our community, explore the Money-Saving Guide—Military Discounts All Year .
When a brand refuses to support veterans while simultaneously funding divisive political causes, it sends a clear message to the military community about where that company's values lie.
How to Respond to American Companies That Do Not Offer Military Discounts And May Be Considered Anti-Military
As consumers, we hold immense power. Here is how we can respond constructively when we encounter brands that do not support our community:
- Vote with Your Wallet: The most effective way to send a message to any corporation is to take your business to a competitor that actively supports veterans.
- Politely Ask at Checkout: Sometimes, local store managers have the authority to apply a discount even if there is no corporate-wide policy. It never hurts to ask politely.
- Use Third-Party Verification Services: Keep your ID.me, SheerID, or WeSalute accounts active and updated so you can quickly claim verified discounts when shopping online.
- Support Veteran-Owned Businesses: Instead of shopping at big-box retailers that ignore the military, look for local or national veteran-owned alternatives.
Frequently Asked Questions about Military Discounts
Is it illegal for a business to refuse a military discount?
No, it is entirely legal. Private businesses have the legal right to set their own pricing, promotions, and discount policies. While federal law prohibits businesses from discriminating against customers based on protected classes like race, religion, or national origin, military status is not a protected class that forces a business to offer special pricing. You can read more about the legal distinctions surrounding this topic on this community thread: Is it illegal to refuse a veteran or active service member a military ... .
How can veterans find verified military discounts?
The easiest way to find and unlock verified military discounts is by using trusted digital verification platforms. Services like ID.me, SheerID, and WeSalute allow you to verify your military status securely once, giving you instant access to hundreds of verified discounts across major online brands without having to upload your DD-214 every time you shop.
Do companies without discounts still support veterans?
Yes, in some cases. Some companies choose not to offer direct, point-of-sale discounts to individual customers but instead focus their efforts on corporate veteran hiring initiatives, supporting veteran transition programs, or making large financial donations to military charities like the USO or the Wounded Warrior Project. It is always worth looking at a company’s corporate social responsibility report to see their complete track record on veteran support.
Conclusion
At the end of the day, where you choose to spend your hard-earned money is a personal decision. By staying informed about which companies offer military discounts—and which ones align themselves with causes that may run counter to your values—you can make consumer choices that truly reflect your principles.
Here at USMilitary.com, we are fully committed to keeping our military and veteran community informed, empowered, and supported. Whether you are looking for financial advice, VA loan resources, or career guidance, we have your back. To learn more about the unique roles, histories, and career paths of those who serve, check out our Complete Guide to Branches of the Military.
For additional resources, visit USMilitary.com or check out Dare to Live Greatly for powerful inspirational reading tailored for those who walk a path of service and faith. Stay safe, shop smart, and thank you for your service!
