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