National Lottery operator Allwyn is calling on retailers to make the most of its special festive draws and Scratchcards over Christmas to boost their National Lottery sales.
Allwyn’s new range of Christmas Scratchcards, which is bespoke for 2024, features two firsts for The National Lottery – a foldable £2 Christmas card with top prizes of £50,000, and a £1 gift tag Scratchcard with top prizes of £10,000.
With National Lottery Scratchcards exclusively sold in retail, Allwyn’s huge new festive Scratchcard TV advertising campaign – which sees a family at Christmas playing ‘Musical Scratchcards’ around the dinner table – is solely aimed at driving players into stores. Retailers can also tap into the campaign by suggesting a Scratchcard to customers as the perfect fun addition to festive social games and gatherings, or as a last-minute Secret Santa or Christmas gift.
Two special event draws will spread even more National Lottery festive cheer in stores in December, starting with a £15 million Lotto ‘Must Be Won’ draw on Christmas Day (25 December) – which will be supported with UK-wide advertising from 19 December. This will be followed by the EuroMillions 10 UK Millionaires special event draw on New Year’s Eve (31 December). This will guarantee 2025 starts with a bang for the 10 guaranteed lucky UK millionaires and will be supported with advertising from 26 December.
National Lottery retailers will be receiving special POS for both draws and should site this kit in prime positions to drive talkability and sales.
Earlier this year, Allwyn became a more advanced member of National Council on Problem Gambling’s (NCPG) 2024 Gift Responsibly Campaign. Founded in the early 2000s, the Gift Responsibly Campaign works to raise public awareness about the risks of youth gambling. Through partnerships with lotteries and other organisations, it educates communities about the risks of buying lottery tickets for children.
This enhanced partnership follows on from the recent introduction by Allwyn of a pioneering 10-Scratchcard limit per purchase, to help minimise any likelihood of excessive play.
“With retail being the only place customers can buy Scratchcards, National Lottery retailers will already be directly benefiting from our huge new festive advertising campaign – which shows the fun that can be had with Scratchcards at Christmas time," said Allwyn’s Director of Commercial Partnerships and Retail Sales, Alison Acquaye-Acford. "
Our special EuroMillions and Lotto draws will help further drive sales for retailers, and we suggest retailers talk to their customers about the draws to get them excited and buying tickets. This festive extravaganza will ultimately help to boost retailers’ bottom lines while at the same time helping to raise around £30 million every week for National Lottery Good Causes.”
East of England Co-op Food store in Woolpit 
