The Q4 Playbook: get more out of your biggest moment of the year

Your Black Friday plan is probably already in motion: the offers, the creative, the send calendar. This playbook isn’t another project to add to the pile. It’s a small layer on top of the work you’ve already planned, and it makes all of that work go further.

HSA/FSA is one of the most compelling benefits you can put in front of a consumer during a sale. Pre-tax dollars mean an average of ~30% in savings,* stacked on top of whatever discount you’re already running. Every recommendation below is an edit, not a build: one line in the BFCM emails you’ve already written, one banner on the homepage you’re already refreshing, one more audience for the ads you’re already buying.

And this audience keeps buying after your regular promo calendar goes quiet: FSA funds expire December 31, and accounts refill in January.

Your Q4 calendar

What	When	The angle	Why it works	Live by
Start here: your website	September	Make eligibility visible on your site	Nothing below works if shoppers can’t tell you accept HSA/FSA	Oct 1
BFCM	Nov 27–30	Stack your sale + pre-tax savings	Your discount + their ~30% pre-tax savings = the best effective price of the year	Nov 20
FSA Expiration	Dec 15–31	Use it or lose it	47% of FSA holders forfeit an average of $422 a year. The Dec 31 urgency is built in	Dec 15
New Year, New You	January	Fresh funds, fresh start	Accounts refill January 1 and health-resolution intent peaks	Jan 2

The FSA Expiration and New Year pages land in this playbook well before their activation windows. Start with BFCM.

How to run this playbook

Three layers, in order. Each moment page follows the same structure. Once you’ve run one, you know how to run the next.

1. Get the foundation right (once, before the season)

Three things need to be live on your site:

Your HSA/FSA landing page
A site banner
The product-page widget

Have them? Skip ahead. If not, start with Website Readiness. It’s one-time setup, not a seasonal task, and it’s the September job in the calendar above.

2. Add HSA/FSA to what you’re already sending (the essentials)

You’re already emailing your list and posting for BFCM. Each moment page gives you the exact copy to drop in:

Promotional emails: subject lines, preview text, and body copy
Organic social: a feed caption and a story slide
Set once for the whole season: an HSA/FSA line in your email footer and an eligibility overlay on your abandoned-cart flow

3. Promote to the HSA/FSA audience

100M+ Americans, about 37% of the country, hold an HSA or FSA. The average FSA holder contributes $1,413 a year, and most don’t know your products qualify. Each moment page includes three ready-to-run ad variants that lead with the stacked value prop: your discount plus their pre-tax savings, an angle no non-eligible competitor can copy.

Running SMS? Each moment page includes ready-to-send SMS copy under “Nice to have: SMS.” SMS converts at a high clip. If the channel is already live for you, use it.

One compliance rule before you start

Every template in this playbook is pre-checked. Use them as written and you’re set. If you write your own copy:

Say “save an average of 30% for qualified customers.” Never say “covered,” “free,” or “everything qualifies.”
Always use our standard disclosure language: Truemed is for qualified customers. HSA/FSA tax savings vary. Learn more at truemed.com/disclosures.
When in doubt, check the Compliant Messaging guide or email partners@truemed.com for a review before you send.

*Truemed is for qualified customers. HSA/FSA tax savings vary. Learn more at truemed.com/disclosures.