During World War II, Lamour was among the more popular pinup girls among American servicemen, along with Betty Grable, Rita Hayworth, Lana Turner, and Veronica Lake. Lamour was also known for her volunteer work, selling war bonds during tours in which movie stars would travel the country selling U.S. government bonds to the public. Lamour reportedly sold $300 million worth of bonds earning her the nickname "The Bond Bombshell." She also volunteered at the Hollywood Canteen where she would dance and talk to soldiers. In 1965, Lamour was awarded a belated citation from the United States Department of the Treasury for her war bond sales.