To mark 50 years of National Service, more than 300 retailers and companies are offering special promotions to all past and present National Servicemen this SAF Day. This is the largest number of retailers and companies which are participating in the SAF Day promotions, since the initiative first began in 2013 with 21 pioneering merchants. The promotions aim to publically recognise and thank past and present National Servicemen from both the Singapore Armed Forces and the Home Team for their commitment and contributions to defending Singapore.

This year, there is increased support from the hospitality industry, such as Millennium Hotels and Resorts, and Park Hotel Group, and shopping mall conglomerates, such as AsiaMalls, Starmall, and Leisure Park Kallang. It also sees the first-time participation by well-known home-grown brands such as NTUC Fairprice, Sheng Siong Supermarket and POSB Bank Singapore.