Merry Vetmas 2026

This Holiday Season, Shop the Businesses Veterans Built.

gifts. stories. veteran-owned. real impact.

Discover veteran-owned businesses from across the country, meet the people behind them, and shop directly with each business.

Shop Merry Vetmas Get Featured

Gift guide live November 27 to December 31, 2026

Business applications close November 20, or sooner if all 25 spots fill

Shop veteran-owned
Support real people
Make a bigger impact

For veteran-owned businesses

Feature your business in the Merry Vetmas gift guide

Participation is free: no fees and no product donations. We're featuring up to 25 veteran-owned businesses, and applications close November 20, or sooner if all spots fill.

Apply to participate

The interest form takes about a minute.

What participation looks like

A listing in the Merry Vetmas Gift Guide, featuring your products
A dedicated social media spotlight introducing your business, founder and products
You offer shoppers an exclusive Merry Vetmas discount of at least 15%
You help spread the word by sharing campaign content and supporting the other businesses

Our story

How Merry Vetmas Started

In 2025, Breanna Brower was sitting in a strategy meeting as the Event Director for the Houston Regional Veterans Chamber of Commerce when she asked why we weren't doing more to get veteran-owned businesses in front of holiday shoppers. People were already buying gifts. What if they used some of that holiday spending to support veterans by becoming their customers?

That same day, the Chamber president gave her a camouflage Santa. That Santa inspired 12 Days of Vetmas, which launched less than two weeks later with 12 veteran-owned businesses that took a chance on the idea. Over those 12 days, their spotlight posts drew more than 19,000 reported views and 790 interactions.

This year, Building With The Browers is bringing it back as Merry Vetmas, a nationwide holiday campaign. Shoppers can meet the people behind these businesses, hear why they started, and buy directly from them.

If you've got even one gift left to buy this Christmas, start here.

Shop Merry Vetmas

Where it started

12 Days of Vetmas — December 2025

12veteran-owned businesses took a chance on the idea
19,000+reported views across the spotlight posts
790interactions in twelve days

Sparked by a camouflage Santa and launched in under two weeks.

Our mission

Holiday shopping that supports veteran-owned businesses

Merry Vetmas brings veteran-owned businesses from across the country together in one holiday gift guide, so every gift supports the people who served.

One curated gift guide

Veteran-owned businesses from across the country, all in one place for the holidays.

Buy direct from the business

Every listing links straight to the business's own shop, so shoppers check out with them directly.

Free for veteran-owned businesses

There is no fee to apply or to be featured. Our team reviews every application.

How it works

From interest to the catalog in four steps

Participation is free. We're featuring up to 25 veteran-owned businesses this year. Our team reviews every application, and applications close November 20, or sooner if all spots fill.

Apply to participate

Express interest

Tell us about your business in the quick interest form. It takes about a minute.

Complete the detailed application

Share your products, photos, founder story, shopping links and your Merry Vetmas discount code.

Review and next steps

Our team reviews every application and follows up with next steps.

Featured in the gift guide

Approved businesses receive a gift guide listing and a dedicated social media spotlight, live November 27 through December 31, with their exclusive Merry Vetmas discount.

FAQ

Questions, answered

Yes. There are no participation fees, and we never ask businesses to donate products.

Start with the quick interest form. Next comes the detailed application, and our team reviews every submission.

We're featuring up to 25 veteran-owned businesses this year. Applications close November 20, or sooner if all spots fill.

A listing in the Merry Vetmas Gift Guide and a dedicated social media spotlight introducing the business, the founder, and featured products. Sales, impressions, and placement order are not guaranteed.

An exclusive Merry Vetmas discount of at least 15%, active November 27 through December 31, and taking part in the social campaign by sharing content and supporting the other businesses.

November 27, 2026. It runs through December 31.

Every listing links to the business's own website. Shoppers check out with them directly.

Choose "Get launch updates" and add your first name and email. We will email you when the catalog goes live.

Revealed November 27

Shop the 2026 Merry Vetmas Gift Guide

Veteran-owned businesses. Real products. Shop direct.

Up to 25 veteran-owned businesses, each with an exclusive Merry Vetmas discount of at least 15%.

Veteran-owned business

Featured in the 2026 gift guide.

Coming soon

Veteran-owned business

Featured in the 2026 gift guide.

Coming soon

Veteran-owned business

Featured in the 2026 gift guide.

Coming soon

The gift guide opens November 27 and runs through December 31. Be the first to shop it.

Free. Unsubscribe anytime. Veteran-owned business? Apply to be featured