Veterans to Get 11% Off Grocery Trip Nov. 11
Veterans and military families shopping at Market 32 and Price Chopper must present proof of service and an AdvantEdge card.
Updated on Nov. 3, 2026 in Military Jobs
Live Poll
Do you think corporate discounts for veterans meaningfully support those who served?
Market 32 and Price Chopper will offer veterans, active-duty military personnel, and their immediate family members an 11% discount on one shopping trip on Nov. 11, 2026, Veterans Day. Shoppers must present proof of military service and an AdvantEdge Rewards card.
Why it matters
The promotion is a Veterans Day retail incentive aimed at military households, and it pairs a discount with a donation drive that the grocery chain matches up to $10,000. For grocers and other local retailers, it shows how veteran-focused promotions are being built around verification requirements and cause-marketing partnerships.
The promotion offers an 11% discount on one shopping trip for eligible veterans and military families on Nov. 11, 2026. Market 32 and Price Chopper will match customer round-up contributions to the Disabled American Veterans campaign up to $10,000 through Nov. 30.
The players
Market 32
Market 32 is a regional grocery chain operating in New York and Vermont with a supermarket business model that competes on local presence and customer loyalty programs.
Price Chopper
Price Chopper is a regional supermarket chain based in upstate New York, operating a multi-store grocery business under the AdvantEdge Rewards loyalty program.
Disabled American Veterans (DAV)
Disabled American Veterans is a nonprofit organization that helps veterans and their families access benefits, medical transportation, and employment resources.
The details
Eligible shoppers receive the discount by presenting proof of military service, such as a military ID, VA healthcare card, DD214 form, or a driver's license noting veteran status, along with an AdvantEdge Rewards card. During November, customers can also round up purchases to the next dollar at checkout, with the grocer matching those contributions for Disabled American Veterans (DAV). On Veterans Day, the company is also distributing stars cut from retired American flags to veterans and military personnel through a partnership with Stars for Our Troops.
Timeline
Nov. 11, 2026: 11% veterans discount and flag-star distribution take place.
Throughout November 2026: DAV round-up and donation collection runs.
Nov. 30, 2026: Round-up donation campaign ends.
Market Landscape
Retailers have long used Veterans Day discounts to recognize military households, and this promotion extends that pattern by pairing the discount with a round-up campaign for DAV. The structure, which requires an identity-verification step and a loyalty card, shows how grocers are building veteran promotions around documented eligibility.
Shoppers who qualify should bring a military ID, VA healthcare card, DD214, or veteran-status driver's license along with an AdvantEdge Rewards card to receive the 11% discount on Nov. 11. Local retailers evaluating similar veteran programs should consider how verification steps affect checkout speed and customer experience.
The takeaway
The campaign shows that verification requirements and nonprofit matching are becoming standard parts of veteran retail promotions. Operators planning similar programs should define eligible documentation in advance and set a clear donation-matching cap before launch.
What happens next
Nov. 30, 2026 marks the end of the round-up donation campaign and the DAV matching period.
Further reading
For related coverage of military households and the civilian workforce, see Military Jobs.
Source note: This article includes information reported by Times Union.
Live Poll
Do you think corporate discounts for veterans meaningfully support those who served?
