How to Drive Awareness of Your FSA/HSA-Eligible Catalog

Badges, collections, and nudges turn hidden benefits into visible revenue.

Here's the reality: most of your customers don't know they can use FSA/HSA dollars on your products.

Even if you sell sunscreen, diagnostics, or supplements that clearly qualify, shoppers won't connect the dots themselves. That means money left on the table, for them and for you.

The solution is awareness. By highlighting eligible products at every step of the shopper journey, you create confidence, reduce abandonment, and capture more pre-tax spending.

Why Awareness Matters

• Shoppers don't know the rules. Eligibility feels complicated, so they don't assume coverage.

• Confidence drives conversion. Clear signals increase add-to-cart and checkout rates.

• Discovery lifts AOV. When shoppers see what else qualifies, they add more to cart.

Awareness isn't a single badge on a product page. It's a full system of badges, collections, and nudges.

Step 1: Badges That Build Confidence

Badges are the fastest awareness lever. They take eligibility out of the fine print and put it front and center.

Where to badge:

• Product detail pages (PDPs): Place near the title or price.

• Cart: Inline with each item, plus a reassurance note.

• Checkout prep page: A banner confirming that eligible items will be reimbursed.

• Order confirmation emails: A line showing which products are FSA/HSA eligible.

Types of badges:

• ✅ FSA/HSA Eligible

• 📄 Eligible with LMN (auto-generated by Burst)

Example copy for PDP:

✅ FSA/HSA Eligible: “Pay with Shop Pay or Apple Pay today. We'll handle reimbursement automatically.”

Step 2: Collections That Drive Discovery

Collections aren't just organizational tools. They're awareness campaigns in themselves.

Examples to build:

• Shop with Your FSA/HSA → All eligible SKUs in one place

• FSA-Friendly Bundles → Curated cross-sells that maximize savings

• Seasonal Collections → “Use-It-or-Lose-It” year-end FSA campaigns

How to implement:

• Use Burst's auto-tagging (✅, 📄, ❌) to create automated collections

• Link them in your main nav, homepage, and footer

• Promote them in email/SMS campaigns tied to seasonal spikes

Step 3: Nudges That Reassure at Every Step

Awareness doesn't stop at the PDP. Shoppers need reinforcement as they move through the funnel.

High-impact nudges:

• Cart drawer: “3 items in your cart are FSA/HSA eligible.”

• Checkout banner: “Great news. Your FSA/HSA-eligible items will be reimbursed automatically.”

• Order confirmation email: Itemized eligibility with LMN handling explained.

• Post-purchase email: Reimbursement guidance or confirmation from Burst.

Why nudges work:

• Reduce abandonment by removing doubt

• Make benefits feel like “free money” instead of fine print

• Turn one-time buyers into repeat customers

Awareness Across the Shopper Journey

Here's how it all fits together:

1. Awareness at discovery → Collections and navigation tabs

2. Confidence at decision → PDP badges + eligibility copy

3. Reassurance at checkout → Cart/checkout nudges

4. Reinforcement post-purchase → Confirmation + Burst comms

Result: Shoppers see, believe, and use their benefits, and you capture more of the spend.

Common Merchant Mistakes

• Relying only on PDP badges → Misses reinforcement opportunities later in the journey

• Burying collections in menus → Shoppers won't find them if you don't highlight them

• Skipping post-purchase nudges → Customers forget to reimburse, reducing repeat purchase

How Burst Powers Awareness

Burst makes catalog awareness plug-and-play:

• Auto-tags products into ✅ Eligible, 📄 LMN, ❌ Not eligible

• Surfaces badges on PDP, cart, checkout, and emails

• Builds automated collections based on eligibility

• Provides post-purchase nudges + LMN handling automatically

👉 Want to make your FSA/HSA-eligible catalog visible end-to-end? See how Burst works for brands.

Next Steps

1. Install Burst's Shopify app

2. Add badges to PDP, cart, checkout, and order confirmation

3. Launch a dedicated “Shop with Your FSA/HSA” collection

4. Layer in nudges throughout the shopper journey

The Bottom Line: Awareness turns eligibility into action. By making benefits visible at every touchpoint, you unlock more sales, higher AOV, and stronger loyalty.

References

[1] Shopify Docs, “Metafields and Custom Data.”
[2] Burst. “Boost sales with friction-free FSA/HSA checkout.” getburst.com