This weekend we recognize Memorial Day. A day not for mattress sales or barbeques or even for veterans or current service members. Memorial Day is a day of remembrance for those who died while serving our country. It’s a day for their families to visit their graves and to feel the thanks of a grateful nation.

But the meaning of this powerful holiday has been lost as brands capitalize on consumers who associate it with sales and a long weekend at the beach.

It’s always a delicate line to toe for companies who want to take advantage of the day to sell their products, but it’s critical that they not forget why Monday is a holiday. Social media managers should schedule tweets for the day that reflect the somber nature of the holiday, customers should be reminded why they’re able to buy that couch at half price.

And as Americans, we need to remember the ultimate sacrifice that has been made by so many, on Monday and every other day.