The fourth quarter, from October through December, is typically one of the most important sales seasons for retail and e-commerce companies, especially with Black Friday/Cyber Monday (BFCM) deals driving a high volume of shopping for both the current and upcoming year.

This is also true for customers looking to spend their HSA/FSA funds, particularly FSA account holders. Most FSA funds expire on January 1st, so account holders are eager to spend their funds before they lose them. This creates a unique opportunity for our merchants to develop marketing campaigns specifically targeting these customers. With that in mind, we’ve compiled some best practices for merchants looking to drive additional HSA/FSA revenue during this crucial quarter.

​
Q4 Best Practices

​
Discounts

Capitalize on Black Friday/Cyber Monday by creating a unique discount code for that time frame. Set a clear start and end date for the sale, and consider offering a non-public grace period of 1-2 days to capture late customers who may inquire about retroactively applying the discount. Keep in mind, when a customer checks out using HSA/FSA funds, they typically save 30-40% by using pre-tax dollars.

​
Awareness

Include HSA/FSA eligibility banners, icons, modals, or text in all customer communications during this time period to ensure HSA/FSA eligibility is visible to as many potential customers as possible. We have a variety of Flex Marketing Assets that can be leveraged for this purpose.

​
Campaigns

Create a dedicated FSA email, text, and social media campaign that goes out periodically in October, November, and December to remind customers of the FSA expiration date, December 31st.

​
Email Templates

You can view email templates in the Flex Marketing Assets Figma file.

Below are templates to help you market HSA/FSA to your community during Q4. Be sure to choose the appropriate template based on whether your products are always eligible or dual use.

​
Q4 HSA/FSA Email

SUBJECT: The FSA deadline is coming soon. Use your money before you lose it!

COPY: Don’t forget that many FSA providers have a deadline of December 31, 2024, to use any remaining 2024 funds before they expire. Be sure to spend ALL your funds and take full advantage of your pre-tax dollars.

Here’s How it Works

  • Select your products and proceed to checkout as usual.
  • Under “Payment Options” select “Flex | Pay with HSA/FSA”
  • Enter your HSA or FSA debit card details to complete your checkout.
  • Enjoy your purchase!

[Button - Shop Now]

Always Eligible Template:

Dual Use Template:

​
Black Friday / Cyber Monday HSA/FSA Email

SUBJECT: The FSA deadline is approaching, so take advantage of our sale!

COPY: The FSA expiration deadline of 11:59 PM on December 31, 2024, is quickly approaching. Take advantage of our Black Friday/Cyber Monday discount of [DISCOUNT%] and put some of those funds to good use before you lose them!

Here’s How it Works

  • Select your products and proceed to checkout as usual.
  • Under “Payment Options” select “Flex | Pay with HSA/FSA”
  • Enter your HSA or FSA debit card details to complete your checkout.
  • Enjoy your purchase!

[Button - Shop Now]

Always Eligible Template:

Dual Use Template: