Premier, the UK’s number one symbol group operated by wholesaler Booker, is kicking off 2026 with a major nationwide activation designed to drive footfall for independent retailers during the quieter trading period , as part of its 5,000 stores celebration.
Premier announced it had reached 5,000 stores in November, and this activity puts customers at the heart of the celebration, with thousands of instant -win scratchcards, cash prizes and exclusive partner offers available.
From now until the start of February, customers shopping in participating Premier stores across the UK will receive a ‘Chance to Win’ scratchcard with every qualifying purchase.
The promotion gives shoppers the opportunity to win cash prizes –including a chance for one customer to win up to £5,000 cash – product giveaways and a range of exclusive rewards, including promotional offers in partnership with Burger King.
Alongside the scratchcard promotion, Premier is also giving away thousands of pounds in cash prizes directly to consumers – extending Premier’s mission to give back to the customers and communities that have contributed to reaching its 5,000 -store milestone.
Premier will also be taking its celebrations on the road this month, with a dedicated ‘Premier 5000 Roadshow’, featuring five regional events across the UK. The roadshow will invite Premier retailers to come together at iconic venues including Hampden Parkand Leeds United Football Club.
Each event is expected to welcome local customers, alongside thanking key supplier partners hosting interactive stands , and a chance to celebrate together with retailers.
Colm Johnson, Retail Managing Director at Booker, said: “Our 5,000 -store milestone marked an incredible moment for Premier , shining a spotlight on the strength of the brand and our fantastic symbol group retailers.
"January can be a challenging period for independent retailers, and our latest activation has been designed to bring real energy and value into stores when it matters most – with some great benefits and opportunities to support local communities as part of our 5,000 celebrations.”
Martyn Parkinson, Sales Director for Premier, added: “This next wave of celebrations is all about keeping the momentum going - giving customers fun, value and reasons to visit their local store in January.
"A big thank you to all our retailers for helping us reach this milestone, and our supplier partners for their support in our celebrations."