With the Memorial Day holiday awash in sales discounts, picnics, grilling and vacations, one outdoors company is taking a step away from ringing up sales to honor those who gave the ultimate sacrifice.

Grunt Style, an online patriotic lifestyle retailer based in San Antonio, is ceasing online sales on Memorial Day. With no brick-and-mortar stores to lock and go dark, the next best thing for Grunt Style is to forego its online sales. While other retailers remain open with blowout sales, discounts and cash registers tallying revenue, Grunt Style is opting to honor our nation's military heroes.

From 12 a.m. to 11:59 p.m. Monday, the company's website sales portals will be inoperable. At 1 p.m., Grunt Style employees will begin reading names of those who have died in military service since 9/11. The reading will be streamed online and on the Grunt Style Facebook page. From 7:30-10 p.m., the company will have a Memorial Day remembrance service.

Visitors to the Grunt Style website will have an opportunity to donate to the Tragedy Assistance Program

for Survivors (TAPS). It's an organization that offers care to those grieving the loss of a loved one who died while serving in the Armed Forces or as a result of his or her service.

“No Memorial Day sale can take the place of the lives lost while defending our country,” said Daniel Alarik, founder and CEO of Grunt Style. “For our entire team, every day is an opportunity to honor and remember those who sacrificed everything for our freedom.”

Alarik and Grunt Style President Tim Jensen are veterans – along with the nearly 400 U.S. veterans and patriots who work at the company. Company employees have volunteered to read each of the more than 4,000 names of fallen members of the military, post 9/11, throughout the day. The reading will culminate with an on-site service highlighting two bright spotlights to signify the Twin Towers and a Color Guard display.

Memorial Day is observed on the last Monday of May. It originally was known as Decoration Day, beginning after the Civil War to honor those who died in battle. After the war, cities began honoring their fallen sons but there was no single, specific day set aside for the solemn events. Nor was there a specific city ever identified as the original site of Decoration Day, although in 1966 the federal government declared Waterloo, New York, the official birthplace of Memorial Day. The city first held a community-wide event on May 5, 1866, with businesses closing and residents decorating graves of soldiers with flags, flowers or other rememberances.

According to History.com: On May 5, 1868, General John A. Logan, leader of an organization for Northern Civil War veterans, called for a nationwide day of remembrance later that month. “The 30th of May, 1868, is designated for the purpose of strewing with flowers, or otherwise decorating the graves of comrades who died in defense of their country during the late rebellion, and whose bodies now lie in almost every city, village and hamlet churchyard in the land,” he proclaimed.

Many businesses and government offices will be closed on Memorial Day to honor the fallen. Grunt Style will join them, a fitting tribute to those who gave the ultimate sacrifice.