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Your BFCM and holiday campaigns are already doing the heavy lifting. Add HSA/FSA messaging to give qualifying shoppers another reason to purchase. Three merchant holiday campaigns carrying HSA/FSA messaging: an Acne On Your Naughty List? skincare post urging customers to spend FSA funds before they expire, a Flex and BedJet ad for using FSA/HSA funds to sleep better, and a Hyperice HSA/FSA eligible gift stack

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BFCM

Lead with the offer. Use HSA/FSA to reinforce the value. Keep your promotion front and center, then remind shoppers they may qualify to use HSA/FSA funds toward select products.

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Holidays

Shift from promotions to product discovery. After BFCM, bring HSA/FSA into seasonal shopping by helping customers discover eligible products for themselves.

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Gift guides

Bring HSA/FSA messaging into the gift guides and seasonal collections customers are already shopping.
  • On Shopify: Create a smart collection using the Flex eligibility metafield to automatically surface select products relevant to HSA/FSA shoppers, with no manual tagging.
  • Add HSA/FSA callouts within existing gift guides rather than creating a separate guide.
  • Use clear messaging to encourage shoppers to check whether they qualify.
  • Avoid implying HSA/FSA funds can be used to purchase gifts for anyone. Keep the message focused on the customer.
Email

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Collection spotlight

Email
In-guide callout

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Best practices

Keep these in mind as you build your holiday campaigns:
  • Lead with the offer, support with HSA/FSA. Keep your BFCM promotion front and center.
  • Layer HSA/FSA into existing campaigns. It should strengthen your holiday message, not compete with it.
  • Shift the message after BFCM. Move from offer-led creative to product discovery and shopping for yourself.
BFCM and the holidays bring high-intent shoppers to your site. HSA/FSA gives qualifying customers another way to purchase.