While many corporations have gone woke and abandoned American values, one bookstore chain is doubling down on supporting our troops.
Books-A-Million just delivered incredible news that proves patriotism is alive and well in some parts of corporate America.
And the company made one heartwarming gesture that will make every patriot proud.
Bookstore chain crushes donation goals for deployed troops
In a time when too many businesses chase woke causes instead of supporting the people who actually matter, Books-A-Million is showing what real American values look like.
The Alabama-based bookstore company just wrapped up another successful round of their Coffee for the Troops program, and the numbers are absolutely stunning.
For the 24th time since launching this incredible initiative, Books-A-Million asked their customers to step up for deployed service members around the world.
And boy, did Americans respond.
The company set a goal for coffee bag donations, but patriotic customers had other plans.
They completely shattered expectations by donating enough Joe Muggs coffee to fill 73,000 bags – blowing past the target by more than 25%.
But the generosity didn’t end with customers.
Royal Cup Coffee, which has been roasting partner with Books-A-Million for years, decided to amplify the impact by matching 10% of all donations.
When the final tally came in, the campaign had generated more than 80,000 bags of coffee for our troops overseas.
That represents well over a million dollars worth of coffee – the biggest haul in the program’s dozen-year history.
Every cup represents a thank you from home
For Americans sitting in comfortable coffee shops back home, it’s easy to forget what deployed service members face every day.
They’re thousands of miles from family, dealing with dangerous conditions, and often going without the simple comforts that make life bearable.
A hot cup of good coffee might seem like a small thing, but it carries enormous meaning for someone serving far from home.
Amy Palmer runs Soldiers’ Angels, the nonprofit organization that makes sure every donated bag reaches the right hands.
She understands exactly what these care packages mean to the men and women receiving them.
“For deployed service members, the comforts of home—like a good cup of coffee—are more than just a luxury,” Palmer explained. “They’re a reminder that they’re not forgotten.”
Palmer went on to praise the overwhelming response from Books-A-Million customers, calling the latest campaign results remarkable.
The organization has been distributing these coffee donations for years, and Palmer says they consistently hear back from grateful service members who appreciate knowing people back home are thinking about them.
A company that puts values before virtue signaling
Scott Kappler serves as Executive Vice President of Store Operations for Books-A-Million, and he gets what makes this program special.
It’s not about getting good press or checking boxes for corporate social responsibility.
“Coffee for the Troops is a powerful example of what happens when booksellers, customers, and partners come together for a cause that truly matters,” Kappler stated.
“It’s about more than coffee—it’s about delivering warmth, connection, and appreciation to those who serve.”
That’s the kind of leadership America needs more of in the business world.
Instead of spending money on trendy causes that divide people, Books-A-Million focuses on something that should unite every American – supporting the brave men and women who defend our freedom.
The company has been doing this consistently, twice every year, since launching the program more than a decade ago.
Over that time, they’ve facilitated the donation of more than one million bags of coffee to deployed troops.
Real patriotism in action
Books-A-Million operates over 200 stores spread across 32 states, giving them a significant footprint in communities nationwide.
The company has been serving customers since 1917, building a reputation as America’s second-largest bookstore chain.
But what sets them apart isn’t their size – it’s their commitment to American values.
Their partnership with Soldiers’ Angels ensures that every bag of donated coffee reaches the hands of those who need it most.
Founded in 2003 by Patti Patton-Bader, the great grandniece of General George Patton, Soldiers’ Angels supports tens of thousands of service members, veterans, and military families annually through various programs including food assistance, deployed support, and holiday initiatives.
The organization has earned credibility by consistently delivering on its promises to support America’s military families.
When Patti Patton-Bader started Soldiers’ Angels, she was motivated by learning that some soldiers in her son’s unit weren’t receiving any mail or care packages from home.
What began as one mother’s concern has grown into a nationwide movement that touches hundreds of thousands of lives.
Books-A-Million proves that businesses can thrive while staying true to conservative principles.
They show that supporting our troops isn’t just the right thing to do – it’s good business when you serve customers who value genuine patriotism over performative activism.
The Coffee for the Troops campaign happens twice annually at every Books-A-Million location, giving Americans a simple way to show appreciation for military service.
In a corporate landscape full of companies that have lost their way, Books-A-Million stands as proof of what American business should be – successful, principled, and unapologetically patriotic.