Beyond Discounts: AAFES Builds Community with ‘Salute to Service’ & $15B Investment

NEW YORK, NY – October 28, 2025

A Month-Long Salute to Those Who Serve

The Army & Air Force Exchange Service (AAFES) is extending its annual Veterans Day recognition beyond a single day this year, launching ‘Salute to Service Month’ throughout November. The initiative will feature a series of limited-edition giveaways and in-store benefits for active-duty military, retirees, and service-connected disabled veterans. While many retailers offer discounts, AAFES’s approach is unique – not just offering savings, but fostering a sense of community and appreciation built on a legacy of support.

“It’s about more than just a sale,” explains a source within AAFES. “We want service members and their families to feel valued, recognized, and connected. This month-long event allows us to do that in a more meaningful way.”

The giveaways include nostalgic POGs on November 1st and 29th, a Veterans Day Challenge Coin on November 11th, ‘Vet for Life’ decals on November 15th, and ‘Vet for Life’ patches on November 22nd. These aren’t merely promotional items; they are carefully selected symbols intended to evoke positive memories and a sense of belonging.

Beyond the Bottom Line: A $15 Billion Commitment

What sets AAFES apart isn’t just the ‘Salute to Service’ initiative, but the organization’s very structure. Unlike traditional retailers, AAFES is a non-appropriated fund entity – meaning it doesn’t rely on taxpayer funding. Instead, 100% of its earnings are reinvested back into military Quality-of-Life programs. Over the past decade, this has amounted to a staggering $15 billion.

“That figure is a direct result of the dedication of our associates and the loyalty of our customers,” states an AAFES representative. “Every purchase made at the Exchange directly supports programs that benefit service members and their families.”

These programs include everything from youth centers and childcare facilities to fitness programs, family support services, and improvements to military installations. The reinvestment also funds improvements to Exchange stores, ensuring a better shopping experience for military communities. This unique economic model allows AAFES to function as both a retail provider and a vital contributor to military morale and wellbeing.

The Power of Nostalgia & Symbolic Recognition

The selection of giveaways for ‘Salute to Service Month’ wasn’t arbitrary. The inclusion of POGs, a popular collectible game from the 1990s, is a deliberate nod to nostalgia, aiming to evoke positive memories for those who grew up with the game. While not directly tied to military support, the POGs serve as a cultural touchstone, a playful reminder of simpler times.

The Veterans Day Challenge Coin and ‘Vet for Life’ items represent a more direct form of recognition. Challenge coins have a long tradition within the military, serving as symbols of pride, camaraderie, and unit affiliation. The ‘Vet for Life’ decals and patches provide veterans with a visual way to identify themselves and connect with fellow service members.

“For many veterans, these items are more than just collectibles,” explains a veteran speaking anonymously. “They are symbols of their service, their sacrifice, and their connection to the military community. It’s a reminder that they are not forgotten.”

The focus on symbolic recognition speaks to a broader trend of organizations seeking to foster a sense of belonging and appreciation among service members and veterans. By providing tangible reminders of their service, AAFES aims to strengthen the bonds within the military community and promote a sense of pride.

A Unique Position in a Competitive Landscape

While AAFES operates in a competitive retail market, its unique position as a non-appropriated fund entity gives it a distinct advantage. Unlike commercial retailers, AAFES isn’t driven solely by profit. Its primary mission is to serve the military community and reinvest its earnings back into programs that benefit service members and their families.

“We’re not just selling products,” explains a source within AAFES. “We’re building a community. We’re supporting our troops. And we’re making a difference in their lives.”

This commitment to social responsibility resonates with a growing number of consumers, particularly those who prioritize brands that align with their values. In a world where corporate social responsibility is increasingly important, AAFES’s dedication to serving the military community sets it apart from its competitors.

While organizations like the USO and Veterans of Foreign Wars provide crucial support services, AAFES occupies a unique space as a retail provider that reinvests its earnings directly into the military community. This combination of retail operations and social responsibility makes AAFES a valuable asset to the men and women who serve our country.

Recent data indicates that AAFES is currently ranked as the 52nd-largest retailer in the United States, solidifying its position as a significant player in the retail landscape and a vital resource for military communities worldwide.