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I don't see anything wrong with B&N's promotion.
People lead busy lives and have many demands on their attention. Tying the promotion to Remembrance Day helps to focus people's attention on the subject and, hopefully, might lead them to spend some time reflecting on this important part of our history.
While I see no harm in their actions, it wouldn't hurt if they donated part of the profits to benefit returning service men and women or some other related charity, as has been suggested. It would be a classy act and it would help to counter the complaints about possible exploitation of a solemn and revered subject. Mebbe next year?
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