From 5% to 50%: The secret discounts the military shares through word-of-mouth this holiday season

‍The military discount dilemma: Are you missing the mark?

The holiday season is here, and marketing teams are under immense pressure to drive sales.

For military families, this time of year brings immense financial pressure, especially with rising living costs. You might think your standard 5% discount is a generous gesture of holiday gratitude, but recent conversations we’ve had reveal that 5% offer can often feel like a token gesture, especially when budgets are tight.

We spoke to ex-military personnel to understand what truly drives their purchasing decisions this holiday season. What we heard was both challenging and eye-opening.

Sometimes what you think is value, they perceive as low effort.

At Pion, we’re here to help you pivot from low-effort to high-impact growth by giving this community the real financial security they need for the holidays. This is how you stop chasing fleeting transactions and start building real, lasting loyalty that supercharges sales.

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The Invisible threshold of value during the holidays‍

During the Christmas and holiday season, every dollar counts. A 5% discount on one item is a minimal saving that doesn't significantly help a family afford gifts or travel.

When we talked about the offers that truly stuck with them, the conversation quickly moved past simple percentages. They weren't whispering about a 10% off code; they were buzzing about the brands that were making a real difference in their holiday budget.

Here's the thing: You need to be bolder to be noticed.

The deals that actually get shared are the deep, meaningful savings—the kind that feel exclusive and solve a genuine financial pinch, like a large discount on holiday travel, electronics for gifts, or furniture for a welcoming home.

"I've seen so many brands, it’s a 5% off, and I’m like, I’m sorry, I can get that with a coupon. Like, if you're not going to be substantial, then it's not even worth it.”

-Military focus group participant

5% is noise. 25% or 50% on a high-value item (like a computer or major appliance) is a signal. It's the difference between a brand that nods and a brand that truly commits to making life more affordable for them during the most expensive time of the year.

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Turning that holiday trust into traffic

In the military world, trust is everything. They are a community that relies on peer-to-peer recommendations. When a military family finds a high-value discount that helps them tackle their holiday shopping list, they champion it. This word-of-mouth marketing becomes a growth loop that traditional holiday advertising simply can’t compete with.

“If the deal is good enough, people will spread it like wildfire. You will tell your best friend. Your best friend will tell her best friend. And, you know, the next thing you know, everyone on the post is using that discount.”

-Military focus group participant

This organic reach is exponential. It's built on two pillars:

Exclusivity

‍The deal has to be reserved just for them, which maintains its perceived high value.‍

Trustworthy access

‍It has to be easy for their friend to get that deal too.

Your goal is to become the "secret brand" they share with their "squad."

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Verified and simplified: the stress-free holidays solution

The last thing a service member or spouse needs during the stressful holiday period is a verification process that feels like a deployment checklist. When verification is slow, intrusive, or forces them to upload sensitive documents, they just abandon the purchase.

They are looking for simplicity, and speed.

At Pion, our approach is all about the exchange of value: a secure, instant verification process that unlocks an exclusive, high-value offer.

We handle the complexity of identity verification instantly, so your customer experiences a seamless, frictionless journey. This builds immediate brand trust, strengthening sales and growing loyalty for the long term.

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What's the lesson for brands this holiday season?

Stop leaving money and loyalty on the table by playing small.

The military community has told us exactly what they want... bolder discounts and easier access!

It’s time to use recognise what military personnel need and apply a strategy that turns a skeptical consumer into a powerful brand advocate just in time for the holidays.

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