Books-A-Million Launches Coffee for the Troops Campaign

BIRMINGHAM, Ala., Sep 28, 2026 /CourierPR/ -- Books-A-Million™, the second-largest bookstore retailer in the United States, has launched its Fall 2026 Coffee for the Troops campaign in partnership with Soldiers' Angels. The initiative, which will run from September 19, 2026, through October 17, aims to collect over 50,000 bags of coffee to support U.S. military service members and veterans. Customers at Books-A-Million and 2nd & Charles stores nationwide, as well as online, can purchase Joe Muggs Coffee to be donated to deployed service members, VA hospital patients, and veterans. Royal Cup, Books-A-Million's longtime roasting partner, will provide a generous 10% match contribution toward the final total.

The campaign's goal is to collect over 50,000 bags of coffee, with Royal Cup offering a 10% match contribution. Customers are invited to write personalized messages of gratitude and encouragement on the donated bags, providing a heartfelt connection to home. All donated coffee will be distributed globally and domestically through Soldiers' Angels, a national 501(c)(3) nonprofit founded in 2003 by the family of General George Patton. The organization provides aid, comfort, and resources to the military, veterans, and their families in a variety of unique and effective ways.

Books-A-Million, founded in 1917 as a small newsstand in Florence, Alabama, has grown into a leading bookseller offering a wide range of books, magazines, toys, and gifts. The company operates a robust online storefront and a popular membership-based loyalty program, the Millionaire's Club, which provides members with exclusive discounts and special offers. Books-A-Million places a strong emphasis on personalized customer service, numerous author events, and a diverse selection of genres and merchandise, catering to a broad spectrum of customers.

Soldiers' Angels, a nonprofit organization, is dedicated to assisting veterans, wounded and deployed personnel, and their families. The group's "Angel" volunteers provide assistance in various ways, ensuring that those in need receive the support they require. The organization's mission is to offer aid, comfort, and resources to the military, veterans, and their families, and it is committed to making a difference in their lives.

The Coffee for the Troops program offers customers a simple yet meaningful way to show appreciation for the men and women who serve the country both at home and abroad. The campaign has been ongoing for more than 14 years, with the goal of collecting over 50,000 bags of coffee annually. The initiative has been successful in providing a familiar comfort and a meaningful connection to home for service members and veterans.

The company's partnership with Soldiers' Angels has allowed them to see firsthand the positive impact a simple gesture can have on the lives of service members and veterans.

The Coffee for the Troops program, which has been running for over 14 years, aims to collect over 50,000 bags of coffee annually. The initiative has been successful in providing a familiar comfort and a meaningful connection to home for service members and veterans. The campaign's goal is to collect over 50,000 bags of coffee, with Royal Cup offering a 10% match contribution. Customers are invited to write personalized messages of gratitude and encouragement on the donated bags, providing a heartfelt connection to home. All donated coffee will be distributed globally and domestically through Soldiers' Angels, a national 501(c)(3) nonprofit organization.