My wife and I were reviewing her benefits for next year. Health insurance, dental, vision, all the usual stuff. Then we got to the FSA and HSA section and asked a simple question:

What can we actually use this money for?

So I started digging.
And that quick question turned into a full rabbit hole of research. What I learned was wild.

Consumers have no idea their FSA covers way more than they think

Yes even sneakers from FLUX can be eligible for FSA

Here are items that are commonly eligible:

  • Sunscreen

  • Skincare

  • Baby supplies

  • Glasses and contacts

  • Menstrual care products

  • Breastfeeding accessories

  • Sleep support products

  • Prenatal vitamins

  • Physical therapy tools

  • First aid kits

  • Allergy meds and cold meds

  • Acupuncture

  • Certain fitness and wellness items depending on classification - yes maybe even sneakers!

People are sitting on hundreds or thousands of pre tax dollars that expire if they do not use them in time. Every December is a frantic rush to spend their balance before it disappears.

Here is where it gets interesting for Shopify stores

During this research, I stumbled on Flex.
Not as a marketer or founder. Just as a confused consumer trying to understand what qualifies.

Once I landed on their site, it clicked instantly.
Flex powers HSA and FSA payments directly inside Shopify checkout and it is already being used by top wellness and lifestyle brands.

And the numbers are strong:

  • 30 percent more conversions

  • 50 percent higher AOV

  • 10 percent fewer returns

  • 92 percent of shoppers say they will return because they can use their benefit dollars

When people are spending money that feels like free money, they convert faster and spend more.

Now the time sensitive part

There are 31 days left in the year.

Millions of shoppers have FSA balances that expire at year end. If your store sells health, wellness, fitness, recovery, baby, skincare, or similar products and you are not set up to accept FSA cards, you are leaving high intent revenue on the table.

Flex makes setup simple:

  • Add FSA as a payment option

  • Automatically verify eligibility

  • Split payments if needed

  • Handle compliance behind the scenes

  • Tag FSA eligible products

It is one of the easiest lifts a brand can make before year end.

If you want to check it out, here is the link

December is the only month where shoppers are forced to spend money or lose it.


This is the moment to meet them at checkout.

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