The end of the year brings three major revenue drivers: Open Enrollment, Black Friday/Cyber Monday, and the FSA deadline. Open Enrollment in the fall is a key moment to educate shoppers as they fund new HSA/FSA accounts. BFCM kicks off peak holiday buying behavior, and FSA funds must be used by December 31, creating urgency that drives a surge in tax-free spending across the final weeks of the year. 

And it doesn’t stop in December—January brings a fresh wave of opportunity as customers start the year with replenished HSA/FSA funds and health-focused resolutions. Brands that maintain momentum into Q1 can capture early-year spend with “new year, new you” messaging and smart remarketing.

Below, you’ll find copy suggestions & templates for HSA/FSA messaging at each key seasonal opportunity.

✔ Seasonal Homepage Banners

• Add HSA/FSA callouts to your site banner
  → Banner Copy

✔ Homepage Content Block

• Feature your top HSA/FSA eligible products
  → Layout Inspiration

✔ “HSA/FSA Eligible” Product Filters

• Help customers quickly find qualifying items
  → Learn How  

✔ Blog Posts

• Remind customers of HSA/FSA eligibility and boost SEO to attract qualified customers
  → Get a template
  
  

✔ Open Enrollment (Sept–Oct)

• Launch a campaign reminding customers that now is the time to fund their HSA/FSA accounts
  → Get Sample Campaign Copy | Designed Templates

✔ Black Friday / Cyber Monday (Nov)

• Highlight how customers can stack savings in your BFCM campaigns
  → Get Sample Campaign Copy | Designed Templates

✔ End-of-Year (Dec)

• Emphasize FSA expiration urgency
  → Get Sample Campaign Copy | Designed Templates

✔ New Year, New You (Jan)

• Remind customers with new years resolutions and freshly replenished HSA/FSA accounts to shop your eligible products
  → Get Sample Campaign Copy | Designed Templates

✔ Lifecycle Email Updates

• Add HSA/FSA messaging to your header/footers
  → Get Sample Copy

• Update abandoned cart flows with eligibility messaging
  → Get Sample Copy
  
  

✔ BFCM Campaigns

• Promote HSA/FSA savings in paid social and search
  → Get Designed Ad Templates + Compliant Copy

✔ End-of-year FSA Expiration Campaigns

• Drive urgency in final 2 weeks of the year
  → Get Designed Ad Templates + Compliant Copy

✔ SMS Campaign Blocks

• Add HSA/FSA copy to holiday texts
  → See Sample Copy
  

✔ Instagram Story Templates

• Add “HSA/FSA” to your story highlights
  → Get Designed Highlight Templates

✔ Open Enrollment (Sept)
→ Influencer Script Template

✔ Black Friday / Cyber Monday
→ BFCM Script

✔ End-of-Year
→ EOY Script

✔ Watch On-Demand: BFCM & EOY Campaign Walkthrough

Hear from Truemed’s Head of CS, Chantel Hopper, about best practices for Q4 promotion
→ Watch Now