> ## 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. # FSA Deadline: Use it or Lose it > Build urgency around year-end FSA deadlines with a campaign timeline, channel guidance, and ready-to-use messaging. 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. *** ## Campaign timeline Build awareness early, then increase urgency as year-end approaches. | Timing | Campaign | | :- | :- | | **November 1–30** | Introduce the year-end reminder and encourage customers to check their FSA balance and deadline. | | **December 1–14** | Increase visibility across email, site, social, and paid. | | **December 15–24** | Lead with urgency and make HSA/FSA messaging more prominent. | | **December 26–31** | Final push. Make the deadline the primary message and make it easy to check eligibility and purchase. | *** ## Countdown messaging | Days out | Sample copy | | :- | :- | | **30** | FSA deadline is December 31. Eligible \[PRODUCTS] may qualify for your remaining funds. | | **14** | Don't let FSA funds go unused. Shop HSA/FSA-eligible \[PRODUCTS] before December 31. | | **7** | One week left to put remaining FSA funds toward eligible \[PRODUCTS]. | | **3** | The year-end FSA deadline is almost here. Eligible \[PRODUCTS] may qualify. | | **1** | Last call. Have FSA funds left? Check your eligibility with Flex before your plan deadline. | 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 *** ## Channel strategy ### 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](/merchant-success/marketing/email-and-sms) 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 ### 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](/merchant-success/website/landing-page) The Therabody homepage carrying a Flex banner: your 2025 FSA dollars expire Dec 31, shop eligible products today ### Paid media * 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](/merchant-success/marketing/paid-media) 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 ### 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](/merchant-success/marketing/social-and-influencers) 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 *** ## Recommended audiences | Segment | Description | | :- | :- | | **Previous HSA/FSA purchasers** | They know the experience. Lead with the deadline alone. | | **Cart abandoners** | Eligibility may resolve the hesitation. Highest converting retargeting segment. | | **Eligible-product browsers** | Product-specific: "This may be HSA/FSA eligible." | | **Customers engaging with HSA/FSA education** | Move from education to a clear year-end reminder. | | **Lapsed customers or subscribers** | Use the year-end deadline as a timely reason to re-engage. | | **Prospecting audience** | Introduce FSA use-it-or-lose-it alongside simple eligibility education. | **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. *** ## Related * [Q4 Playbook](/merchant-success/seasonal/q4-playbook) * [Open Enrollment](/merchant-success/seasonal/open-enrollment) * [BFCM + Holiday Campaign Guide](/merchant-success/seasonal/bfcm-holiday) * [New Year, New Funds](/merchant-success/seasonal/new-year-new-funds) * [Compliant Marketing](/merchant-success/marketing/compliant-marketing) This documentation is built and hosted on [Mintlify](https://mintlify.com), a developer documentation platform.