Memorial Day is one of the most important holidays we observe. It’s a time to remember and honor the sacrifice of the fallen.

The following brands are paying tribute and saluting those who served with an increase in their respective military discounts.

Ray-Ban: The iconic sunglasses (and eyeglasses) brand, inventor of the Aviators, is increasing this military discount from its usual, everyday 15% to 25% from May 22 to June 7. When you go to your shopping bag on their site, click the gray “Military, First Responder and Teacher Discounts” link at the bottom, to the left of the red “Checkout Now” button. Then, click the red Troop ID button, verify, and see your savings applied.

Ford: From May 15 all the way to July 9 the American automotive leader is opening up their $500 bonus cash discount to all veterans (for this time period, you don’t have to a vet inside 24 months of separation from the active service). Verify your military status by signing up or logging in with the red Troop ID button (the same as your ID.me login) on the site. Then, fill out a short form. After clicking submit, print out that email certificate and bring it to your local Ford dealer to apply the savings.

GM: The manufacturer that introduced the world to Detroit muscle and that now makes every kind of vehicle from trucks to hybrids to SUVs and more is opening up their military discount to veterans who have been discharged up to three years ago. Sign in through Troop ID (your ID.me login), find the vehicle you want then, on the same site, get your authorization number (it’s a blue button). Bring that to the dealer to apply the discount.

YETI: The Austin-Texas-based company that makes coolers and ice boxes that are “built for the wild” as well as other tough, lasting outdoorsy products are raising their already solid 20% military discount to 30% from May 24 to May 28. Follow the steps through the link to apply the discount.

Under Armour: A supporter of the military community from the very beginning, the high tech apparel brand is increasing their 10% military discount to 15% from May 23 to May 30. Apply the discount in the shopping cart during checkout.

Fanatics: If you’re a sports fan, have a favorite team, or a few, this site has everything when it comes to their official merchandise and apparel — from hats to jerseys to flags to drinkware, bags, etc. And, from May 23 to May 25, they’re upping their normal, everyday military discount of 15% to 20%. Apply the discount in cart through a link to the left with a small American flag.

Lenovo: Save money on the purchase of a brand new laptop, tablet, PC and more with this military discount, which is getting raised from 10% to 15% from May 14 to May 19, May 24 to May 28, June 11 to June 16 and June 28 to July 5. To apply the discount, click the green “Verify with ID.me” button in the shopping cart right before checkout.

Caesars: If you’re looking for a vacation destination or just a quick getaway, Caesars Entertainment — which owns casinos and resorts all over the country, is extending its year-round military discount of 10% to 15%, if you book starting May 24 to May 28. To apply the discount, click the verify link right below “Additional Discounts” on the booking page, then the red Troop ID button.

Pure Formulas: Need supplements, vitamins, organic food, beauty or even pet products? Pure Formulas has them all, and they’re extending their everyday military deal of 10% to 15% from May 26 to May 29. To apply the discount, click the red Troop ID button in your shopping cart right before checkout.

GORUCK: The brand that was started by a Green Beret and has built itself upon the same Special Forces values is offering — from May 14 to May 20 — a free Light Event (a team event race with a rucksack that goes for 7-10 miles) for all active-duty service members plus 25% off the stuff in their online shop (rucksacks, gear, apparel and more). To apply the discount, click the red Troop ID button in your shopping cart right before checkout.

Sam’s Club: The famous membership-only warehouse club is extending the following offer from May 14 to June 4: current or former service members can join or renew today and also get a $10 gift card plus items valued at $20. Just click on the red Troop ID button.

Sperry: The creators of the original boat shoe, a staple of the season that’s rapidly approaching, is increasing their military discount from now until May 31 from 15% to 20% off. To apply the discount, click on the red “Verify with Troop ID” button in your shopping cart right before checkout. To apply the discount, in your shopping cart, click on the red “Verify with Troop ID” button right before checkout.

NFL Shop: The official online store of the National Football League, featuring apparel and merchandise from every professional football team (including your own), is increasing their regular military discount of 10% to 15% plus free shipping from May 23 to May 25. To apply the discount, in your shopping cart, click on the gray “Military & First Responder Discount” dropdown bar, then the red Troop ID button.