Military Discounts: Stores and Brands That Offer Savings

Military discounts can produce real savings, but the percentage alone does not tell you whether you are getting the best deal.

Some brands extend discounts to veterans, spouses, or dependents; others have narrower eligibility. Some discounts work on sale merchandise, while others apply only to eligible full-price products. Verification may happen through ID.me, SheerID, a retailer account, or documentation at a store.

The most useful rule is simple: check the public price first, then compare the military price on the exact same item or service. A 15% military discount that cannot be applied to a 25%-off public sale is not automatically the better option.

The programs below were checked against current official U.S. retailer or brand sources on August 26, 2026. Programs can change, so recheck the terms before a large purchase.

Military Discounts Worth Checking at a Glance

A note on “ongoing” discounts

The programs above were active when checked. Most are presented by the retailer as standing military programs rather than one-time promotions, but that does not make their terms permanent. Several brands explicitly reserve the right to modify or discontinue their programs.

Nike is a useful example of the distinction: the broader military program is active, but each online discount code is single-use and expires two weeks after issue. A new code can currently be obtained once every seven days.

Apparel and Footwear

Nike

Nike offers 10% off most eligible items to active-duty, reservist, veteran and retired U.S. military personnel. Spouses and dependents of active personnel also qualify.

Online shoppers verify their status through SheerID and receive a single-use code. A new code can be requested once every seven days. In U.S. Nike stores, an eligible shopper can show a valid military ID.

The exclusions matter. Nike lists Nike By You, gift cards, some Launch and SNKRS products, Apple products and other select merchandise among exclusions. The discount applies only to the first $500 of a qualifying purchase, and Nike Company Stores are excluded.

RecentProfit view: useful for ordinary Nike purchases, but check current public promotions first—especially on seasonal apparel and footwear.

Under Armour

Under Armour currently offers 20% off for eligible military customers at UA.com, through the UA App and at UA Brand House stores. Factory House stores receive a lower 10% discount.

Eligibility includes active-duty service members, retirees, veterans, military spouses and military family members. Verification is handled through ID.me.

The discount generally cannot be combined with promotional codes or sitewide promotions, and gift card purchases are excluded. Under Armour also notes that the military discount may be higher during certain promotional periods.

That makes comparison especially important: do not assume the standard 20% benefit is the maximum possible military offer at all times.

adidas

adidas currently advertises a 30% discount program for eligible military customers. The official eligibility list includes active duty, veterans, retirees, spouses and dependents.

ID.me handles verification. The benefit is available online, in stores and at factory outlets.

This is one of the stronger headline percentages in this guide, but exclusions are extensive. Select Gazelle, Samba, Campus, Spezial, Ultraboost, Y-3, limited-edition and other products can be excluded, along with Final Sale products, gift cards and purchases through the Confirmed app. adidas also limits the number of verified discounts that can be redeemed each month.

RecentProfit view: potentially excellent on an eligible product, but much less useful if the exact shoe or collaboration you want is excluded.

lululemon

lululemon gives verified military members 15% off eligible personal purchases online and in stores.

Eligible groups include active military members, reservists and veterans. Spouses and dependents of active personnel from the same household may also qualify, and each eligible family member must complete verification separately through SheerID. The program does not state that spouses or dependents of every veteran or reservist automatically qualify.

The benefit applies to eligible regular-price merchandise, We Made Too Much items and lululemon lab. It does not apply to the Like New resale site or gift cards, and it cannot be combined with other promotions. Purchases must be for the verified member rather than gifts or resale.

Verification is currently valid for four years before re-verification is required.

The North Face

The North Face offers 10% off to active-duty, reservist, veteran and retired U.S. military personnel, plus spouses and dependents of active personnel.

Online eligibility is verified by SheerID, after which the shopper receives a single-use code. A new military code can be obtained once every 30 days. The discount can also be used at full-price The North Face stores and outlets, where a valid military ID is used for verification.

The 30-day code rule makes this a benefit to plan around rather than repeatedly generate during comparison shopping.

Home Improvement

The Home Depot

The Home Depot offers 10% off select eligible purchases to qualifying military customers.

Eligible groups include active and reservist members, veterans and retirees across listed U.S. uniformed services. Eligible spouses and Gold Star spouses can also enroll separately. Verification is handled through SheerID and linked to a personal Home Depot account.

The biggest limit is the $400 maximum annual discount, which resets each calendar year.

The list of exclusions is also substantial: some lumber, wire and other commodity products, value-priced merchandise, many appliances, special orders, tool rentals, labor, gift cards, freight, delivery and other services may not qualify. Clearance purchases and certain other promotions also cannot be combined with the benefit.

RecentProfit view: useful for repeated eligible home purchases, but never calculate a renovation budget by assuming every Home Depot item will receive 10% off.

Lowe’s

Lowe’s offers verified military customers 10% off most eligible full-price products, online and in stores.

Eligible current or former qualifying members of the U.S. armed forces can enroll, and the discount extends to an enrolled and verified spouse. Verification uses ID.me and a MyLowe’s Rewards personal account.

Unlike Home Depot, Lowe’s currently states that there is no annual maximum on savings from eligible purchases.

However, the discount does not apply to sale merchandise or combine with other discounts. Major appliances, electrical wire and cable, dimensional lumber and other commodities, gift cards, installations, rentals, labor, delivery, shipping and various services are excluded.

That means a public sale can easily beat the military price on major project purchases.

Tech and Wireless

Apple

Apple’s Veterans and Military Purchase Program provides a straightforward 10% discount through its dedicated U.S. military store.

Current and veteran members of the U.S. military, National Guard and Reserve qualify. Immediate family members living in the same household are also eligible. Verification is completed through ID.me.

One important trade-off is financing: Apple states that Apple Card Monthly Installments and Apple Upgrade are not currently available with the military offer.

RecentProfit view: compare three paths before buying—regular Apple pricing, military pricing and reputable retailer promotions. A third-party retailer sale can occasionally make the dedicated Apple military price less compelling.

AT&T

AT&T’s military benefit is not one universal percentage across every wireless plan.

The company currently advertises up to 20% off eligible unlimited wireless plans. Its current plan structure shows different appreciation discounts by tier: 20% per line on Premium 2.0, 15% on Extra 2.0 and 10% on Value 2.0.

AT&T lists military members, veterans and qualifying military families among groups covered by its appreciation program. Eligibility verification is required, and supporting documentation may be requested.

RecentProfit view: compare the final monthly bill, not the percentage. A discounted premium plan is not automatically cheaper than a lower-tier plan that already meets your needs.

RecentProfit Take

A military discount is a pricing option, not proof that a purchase is a good deal.

Before checking out:

1. Find the public price available to any shopper.
2. Apply any legitimate public promotion you could actually use.
3. Check the verified military price.
4. Confirm whether sale merchandise is excluded.
5. Add shipping, delivery, required memberships or service fees.
6. Choose the lowest total cost for the same product, condition and seller.

The strongest military programs are usually those that either apply consistently to products you already intended to buy or provide savings where public promotions are uncommon.

A large percentage attached to a long exclusion list may be less valuable than a smaller discount that applies to the item you actually need.