Purpose or Promotions on Memorial Day?

As Memorial Day 2025 approaches on May 26, a new survey finds a nation torn between tradition, financial stress and a desire for deeper meaning. While most Americans will be firing up the grill as always, many are also tightening their wallets and rethinking what the holiday truly represents, the poll from marketing research firm Savanta found.

“Like many traditions, Memorial Day is evolving,” said Savanta Research Analyst Mahima Yadav. “But even as interpretations shift, most Americans still want to feel that it stands for something real. It’s not just about how we spend the weekend. It’s about how we honor what connects us.”

Here are some of the major findings from the survey:

• Americans want brands to show purpose, not run promotions:
  • 51% prefer retailers donate a portion of Memorial Day sales to veterans instead of offering traditional discounts (29%).
  • 64% say they would be more likely to support a veteran-owned business.
  • 48% believe brands and influencers should stay quiet on Memorial Day unless they’re actively acknowledging the military.
• Cookouts are on, but financial strain is on the rise:
  • Some ways of celebrating haven’t changed, especially what’s on the grill. Burgers (61%), hot dogs (50%), and potato salad (46%) remain Memorial Day staples. But while the grill is hot, many wallets are not.
  • Just 1 in 5 Americans (22%) feel financially optimistic heading into summer.
  • 1 in 4 (27%) say they’re strictly budgeting and focusing on essential spending.
• Memorial Day is losing its meaning for many:
  • 52% say Memorial Day has lost its original meaning.
  • Yet, 60% still associate it with honoring fallen military members, and 40% say they’re excited to honor its meaning this year.
  • 62% believe the holiday brings people together, regardless of background or beliefs.
• Holiday’s meaning is shifting across ages and regions:
  • While 60% of Americans overall associate the holiday with remembrance, that connection isn’t equally strong across all groups.
  • Just 48% of Gen Z (ages 18-27) say remembrance is their primary association.
  • 76% of Boomers (ages 60+) say honoring fallen soldiers is the reason for the day.
  • Regionally, Americans in the South (63%) are most likely to associate Memorial Day with remembrance, while those in the Northeast (48%) are the least likely.

Savanta’s poll drew responses from 1002 U.S. adults aged 18-plus, and was conducted May 9-10.