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For many FSA holders, unused funds may be forfeited at the end of their plan year. As year-end approaches, remind customers to check their balance and see if they qualify to use FSA funds toward select products from your brand. Merchant FSA deadline campaigns across channels: an SMS reminder, skincare and Nike social creative, a Dermstore site takeover, and a Therabody site banner
Not every FSA follows a December 31 deadline. Some plans offer a grace period or allow a limited carryover. Encourage customers to check their plan details.

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Campaign timeline

Build awareness early, then increase urgency as year-end approaches.

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Countdown messaging

Use across email, SMS, homepage, PDPs, paid social, organic social, and retargeting campaigns. A site modal headlined Put Your FSA Dollars to Good Use with a live countdown showing days, hours, minutes, and seconds remaining and a Spend Before it Expires button

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Channel strategy

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Email

  • Introduce the deadline in November, then increase urgency throughout December.
  • Give year-end FSA its own dedicated send as the deadline approaches.
  • Segment past HSA/FSA customers with more direct deadline messaging.
  • Use countdown messaging in the final weeks.
→ Email & SMS templates Three merchant FSA deadline emails: a Dermstore send headlined FSA Benefits Expire Soon telling customers to use FSA dollars before 12/31 by selecting Flex at checkout, a Mira send headlined Your HSA/FSA funds expire in 14 days, and an Omnilux send explaining how to pay with HSA/FSA funds at checkout

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Site

  • Add a year-end FSA banner to your homepage and category pages with a clear CTA, linked to your eligible-product collection.
  • Hero spotlight. In the final two weeks, give the deadline your homepage hero rather than a banner alone, so it is the first thing returning shoppers see.
  • Keep your HSA/FSA landing page current.
→ Landing Page guide The Therabody homepage carrying a Flex banner: your 2025 FSA dollars expire Dec 31, shop eligible products today
  • Retargeting is the highest-ROAS placement for this campaign. Build audiences from cart abandoners and eligible-product browsers from the past 30 to 60 days.
  • Test countdown creative as year-end approaches.
  • Increase budget in the final two weeks. Competition for this audience rises, but so does conversion rate.
→ Paid Media guide Two paid FSA deadline ads: an Act+Acre offer headlined HSA/FSA eligible and 3 free products, use your funds before they expire, and a sponsored Whisker post announcing Litter-Robot is HSA/FSA eligible

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Organic social

  • Use Stories and feed content to reinforce the approaching deadline.
  • Show customers how to check their eligibility and complete checkout with Flex.
  • Increase urgency as year-end approaches.
  • Post to your HSA/FSA Highlight so the content stays reachable after the Story expires.
→ Social & Influencers templates Three FSA deadline social posts: a skincare Maximize Your Benefits carousel, a Nike use your funds before they are gone story, and an SMS-style reminder that HSA/FSA funds expire soon
Flex tip. Export your customer list from the Flex dashboard to reach HSA/FSA customers. The exported list includes customers who have successfully completed a purchase, as well as those who started a checkout but did not complete it.