At my aunt's funeral (my favorite aunt, btw), I walked in crying like a baby but I left with a smile on my face (and a few tears in my eye). They speakers said, "We aren't there to mourn Cynthia's death. We are here to celebrate her life." And we did. People spoke of all of the great things they remembered about her, what they loved about her personality, and how she touched their lives.
Now, I don't think a heartless corporation like Sears (or any big business) really feels for the veteran's (some of which are still alive--aka, me....--though I honestly didn't do shit in my time in the military) but their choice of words does not offend me. And for those soldiers that did fight, serve, and survive, I don't think they would mind a day of celebration for their efforts, either.
