- £15m Christmas Eve Lotto draw and New Year’s EuroMillions event forecast to lift in-store sales by up to 178%* and 145%** respectively
- £7m Scratchcard media blitz and new ‘Scratchcard-igans’ campaign to bring festive fun to stores
- Christmas ‘Big Thank You’ campaign will reward 40 independent retailers with prizes
National Lottery operator Allwyn is encouraging retailers to make the most of its bumper festive draws and Scratchcard campaign this Christmas. It also confirmed the return of its popular “Big Thank You” giveaway, following its successful summer debut, to thank retailers for their ongoing support.
Running from 1–14 December, the "Big Thank You" will reward 40 lucky independent retailers with the choice of seven incredible prize options – including a Eurostar city break, Michelin Star culinary experience, and cricket hospitality.
This year’s festive draw line-up includes a £15 million 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 and are advised to site POS prominently from 15 December and suggest tickets to customers.
The celebrations 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.
Scratchcards remain a key driver of in-store footfall, and Allwyn’s £7 million media campaign across November and December – featuring the playful new “Scratchcard-igans” creative with Olympian Tom Daley – is designed to bring festive fun to retail. With Scratchcards exclusively available in-store, retailers are perfectly placed to benefit from the campaign’s reach and appeal.
There’s also a boosted rewards opportunity in December for National Lottery retailers, where they can earn a £30 reward instead of £10 for the month by uploading pictures of the festive POS on https://tnlpartners.co.uk.
Moreover, Allwyn has signed up to the National Council on Problem Gambling’s 2025 Gift Responsibly Campaign as a Level 3 sponsor – the highest level and a UK National Lottery first. 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 will feature the “18+ Gift Responsibly” mark across festive gifting ads and is encouraging retailers to share the message with customers. This builds on Allwyn’s existing and extensive safeguards, including retailer training and its rigorous Operation Guardian mystery shopping programme, which helps prevent underage and excessive play.
“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,” said Alison Acquaye-Acford, Director of Commercial Partnerships and Retail Sales at Allwyn. “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. It’s the perfect way to end 2025 and kick off 2026 – for retailers, players, and the Good Causes they help support.”
To enter the “Big Thank You”, retailers simply need to log on to the TNL Partners Hub, visit the News Section, and complete the entry form before 11pm on Sunday 14 December. The full list of prize options includes:
- Cricket hospitality tickets at the Oval or Edgbaston, including accommodation and travel allowance
- Tickets for Chesterton’s Polo in the Park at the Hurlingham Club, including accommodation and travel allowance
- Return Eurostar Plus tickets for two adults to Paris or Amsterdam, including accommodation, food, travel and excursion allowances
- A Michelin Star dining experience for four adults, including accommodation and travel allowance
- A home and garden bundle, including an Ooni outdoor pizza oven, Solo stove smokeless fire pit, Weber BBQ and Kettler Kalos Copper Floor Standing Patio Heater
- A home entertainment bundle, including a smart TV, soundbar, gaming chair and more
- A sport and fitness bundle, including a Mirafit home gym bundle, Garmin watch and membership, Apple AirPods and more
*Based on 25 Dec 2024 "Must Be Won" draw sales vs base draw sales 11 Dec 2024
**Based on 31 Dec 2024 10 UK Millionaires draw vs base draw on 8 Oct 2024