As the year winds down and inboxes fill with promotions, reminders, and predictions for the year ahead, it’s easy for brands to view the holiday season as the finish line. But for those engaging the military community, this moment is something far more strategic: a window into the unique ways military families shop, celebrate, and stay connected.
And if you pay close attention, it is also a preview of where the greatest opportunities lie in 2026.
Holiday Behavior Reveals Year-Round Truths
Military families make purchasing decisions differently during the holidays. Deployments disrupt traditions. PCS cycles shift when families buy, stock up, or conserve. Tight-knit base communities often rely on Commissaries and Exchanges for convenience, cost savings, and a sense of familiarity in an otherwise transient lifestyle.
These behaviors are amplified during the holidays. When brands study these seasonal habits, they can gain insights that can power smarter, more relevant campaigns all year long.
Connection Outperforms Promotion
Holiday marketing often defaults to discounts and deals. But for the military community, connection matters more than price. Campaigns that acknowledge service, elevate shared experiences, or deliver a moment of recognition cut through more effectively than straightforward promo messaging.
For 2026 planning, that’s the lesson: don’t just sell something. Offer support. Brands win when they show up meaningfully and consistently.
The holiday season simply proves it in real time.
The Audience That Doesn’t Tune Out
As attention spans shrink during the holidays, the military community stands out: they remain deeply engaged with the brands that genuinely serve them. Whether through on-base programming, targeted digital content, or shopper-centric storytelling, military families are receptive to brands that respect their lifestyle and add value to their traditions.
If you can break through during the busiest part of the year, you can break through at any time.
A Strategic Head Start for 2026
Brands with strong military playbooks aren’t waiting for Q1. They realize this is the time to listen, learn, and adjust. Holiday performance highlights where messaging resonated, where it fell short, and where unmet needs still exist. These signals shape better targeting, sharper creative, and more aligned incentive structures for 2026.
The holiday season is not just a sprint; it’s strategic reconnaissance.
The Moment to Double Down
As we close out 2025, the opportunity is clear: the military community offers unmatched loyalty, category growth potential, and a uniquely active shopper base. Brands that take the time to understand their holiday behaviors and use those insights as a compass for 2026 will be the ones that earn trust, build relevance, and grow their share in the year ahead.
At bBIG Communications, we call that serving those who serve. And the holidays are the perfect time to start planning how to do it even better.