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Seasonal Sales and HSA/FSA: How to Time Campaigns Around Consumer Spending
The Calendar of Consumer Spending
HSA and FSA accounts create natural cycles of urgency. Merchants that align campaigns with these cycles can predictably capture more revenue.
- January: New HSA contributions refresh customer balances. This is when high-value purchases like recovery tech or annual memberships perform best.
- Mid-Year: Many accounts sit unused. Educational campaigns explaining eligibility can activate dormant balances.
- Q4: The biggest window of opportunity. FSA funds expire December 31 unless a rollover or grace period is provided. More than 3 billion dollars is lost each year, driving a wave of last-minute purchases.
Why Year-End Is Different
The fourth quarter acts like a second holiday season for health-related purchases. Pharmacies and vision centers already see predictable spikes. Wellness merchants can mirror this by highlighting eligible products as smart ways to use remaining balances.
Campaign Strategies
- Deadline-Driven Emails - Send targeted campaigns that remind customers of the FSA deadline. Countdown sequences can build urgency without discounting.
- Product Bundles - Create curated bundles of eligible products, encouraging larger cart sizes. For example, a Year-End Recovery Kit with supplements, sleep aids, and pain relief tools.
- On-Site Messaging - Use banners or pop-ups that clearly state “HSA/FSA Eligible” on product pages. Customers are more likely to convert when eligibility is obvious.
- Retargeting Ads - Focus on audiences who browsed eligible products earlier in the year. Remind them of remaining balances in November and December.
- January Reset Campaigns - Position larger purchases as smart ways to use fresh HSA contributions. Early-year campaigns can compete directly with pharmacies for newly available funds.
Compliance Remains Central
Urgency cannot replace accuracy. Merchants must label products properly and ensure LMNs are provided when required. Shoppers frustrated by denied claims are less likely to return. Clear guidance ensures urgency translates into loyalty, not disappointment.
Turning Timing Into Predictable Growth
HSA and FSA accounts operate on a clock. Merchants that align their marketing calendars to these cycles create predictable growth events every year. January brings fresh budgets, mid-year is a chance to re-engage, and Q4 provides urgency-driven revenue.
