> ## Documentation Index
> Fetch the complete documentation index at: https://docs.withflex.com/llms.txt
> Use this file to discover all available pages before exploring further.

# BFCM + Holiday Campaign Guide

> Layer HSA/FSA into Black Friday, Cyber Monday, and holiday campaigns with ready-to-use messaging and best practices.

Your BFCM and holiday campaigns are already doing the heavy lifting. Add HSA/FSA messaging to give qualifying shoppers another reason to purchase.

<img className="no-border" src="https://mintcdn.com/flex-87/1AoFaeEGy-fogG5S/images/marketing/seasonal/bfcm-holiday.jpg?fit=max&auto=format&n=1AoFaeEGy-fogG5S&q=85&s=53b9ad9e7bd71edebd4fa6e2693623d2" alt="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" width="2000" height="856" data-path="images/marketing/seasonal/bfcm-holiday.jpg" />

***

## 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.

<Tabs>
  <Tab title="Email">
    ```text wrap theme={null}
    Subject: [OFFER] is live
    Preview: Plus, see what may qualify for HSA/FSA
    Body: Save [OFFER] through [DATE]. Qualifying customers may be able to use HSA/FSA funds toward select [BRAND] products through Flex.
    CTA: Shop the sale
    ```
  </Tab>

  <Tab title="SMS">
    ```text wrap theme={null}
    [BRAND]: [OFFER] ends tonight. Eligible products may also qualify for HSA/FSA payment through Flex. [link]
    ```
  </Tab>

  <Tab title="Site">
    ```text wrap theme={null}
    [OFFER] through [DATE]. Qualifying customers may be able to use HSA/FSA funds toward select products through Flex.
    ```
  </Tab>
</Tabs>

***

## Holidays

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

### 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**

```text wrap theme={null}
Subject: Wellness picks + a smarter way to pay
Preview: See if you qualify to use HSA/FSA funds
Body: Shopping for wellness this season? You may qualify to use HSA/FSA funds toward select [BRAND] products for yourself or qualifying family members. Flex makes it easy to check.
CTA: Check your eligibility
```

### Collection spotlight

**Email**

```text wrap theme={null}
Subject: See what may qualify for HSA/FSA
Body: You may qualify to use HSA/FSA funds toward select [PRODUCT CATEGORY]. Check your eligibility through Flex as you shop.
CTA: Check your eligibility
```

**In-guide callout**

```text wrap theme={null}
You may qualify to use HSA/FSA funds toward select products. Check your eligibility with Flex.
```

***

## 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.

***

## Related

* [Q4 Playbook](/merchant-success/seasonal/q4-playbook)
* [Open Enrollment](/merchant-success/seasonal/open-enrollment)
* [FSA Deadline: Use it or Lose it](/merchant-success/seasonal/fsa-deadline)
* [New Year, New Funds](/merchant-success/seasonal/new-year-new-funds)
* [Compliant Marketing](/merchant-success/marketing/compliant-marketing)


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