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Veterans Day is just another reason for the stores to have sales here in the US. For most companies, even though it is a Federal holiday, it's not a day that they give their employees off (the ones that even acknowledge it allow it to be some sort of "floating" holiday that the employee can use whenever they want).
Other than people who are interested in history, no one remembers that WWI was the reason for Armistice Day. They even changed the name of the day to "Veterans Day" so most folks would know what it was about, and to broaden it to include the veterans of other wars (probably so that they wouldn't have to create separate remembrance days (and Federal holidays) for the veterans of subsequent wars, IMO).
I have no objection whatsoever to the booksellers honoring the holiday. Sure, they're going to make some money off of it, but at least it's going to bring to mind the reason for the holiday and the fact of existence. People are switching from Halloween to Thanksgiving mode right now; few pay attention to Veterans Day unless they or a family member actually served. And for a lot of us, we don't have any family connection to the military so we need to trip over something that'll crack open our self-absorption and remind us of sacrifices that others have made.
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