National Lottery operator Allwyn has encouraged its retail partners to capitalise on its festive draws and scratchcard campaign in the run-up to Christmas.
The operator has also confirmed the return of its ‘Big Thank You’ giveaway, following a successful summer debut.
This year’s festive draw line-up includes a £15m Lotto ‘Must Be Won’ draw on Christmas Eve, supported by a nationwide advertising campaign across TV, press, online, and digital billboards from 18 December.
Retailers could see Lotto sales boosted by up to 178% for the draw, according to the operator, and are advised to position POS materials prominently from 15 December.
The draws continue into the New Year with the EuroMillions 10 UK Millionaires draw on 2 January, backed by in-store POS from 25 December.
Retailers could see a 145% uplift in EuroMillions sales and are encouraged to keep playslips topped up and Scratchcard dispensers full to maximise sales opportunities, said Allwyn.
Allwyn’s £7m media campaign across November and December – featuring the playful new ‘Scratchcard-igans’ campaign with Olympian Tom Daley – aims to “bring festive fun to retail”, said the operator.
With scratchcards exclusively available in-store, retailers are perfectly placed to benefit from the campaign’s reach and appeal, it added.
The ‘Big Thank You’ campaign is running from 1 to 14 December and will reward 40 independent retailers with the choice of seven prize options – including a Eurostar city break, Michelin Star culinary experience and cricket hospitality.
In December, retail partners can earn a £30 reward instead of £10 for the month by uploading pictures of festive POS on https://tnlpartners.co.uk.
In a UK National Lottery first, Allwyn has signed up to the National Council on Problem Gambling’s 2025 Gift Responsibly Campaign as a top-tier sponsor.
The campaign raises awareness about the risks of youth gambling and reminds people that National Lottery products are for adults only.
As part of its commitment, Allwyn would feature the ‘18+ Gift Responsibly’ mark across festive gifting ads and is encouraging retailers to share the message with customers, it said.
Alison Acquaye-Acford, director of commercial partnerships and retail sales at Allwyn, said: “Retailers are central to our festive plans, with exclusive scratchcards and three major event draws creating a huge opportunity to boost sales and spread some cheer.
“We’re urging them to make the most of POS, talk to customers about the draws, and join the fun of our Scratchcard-igans campaign. And with the return of our ‘Big Thank You’ prize giveaway from 1 December, there’s even more reason to get involved and win incredible rewards.”
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