National Lottery operator Allwyn is rallying retailers ahead of tonight’s (20 February) estimated £113m EuroMillions Super Jackpot.
The draw is the largest EuroMillions top prize on offer since 9 December 2025 and stores are expected to see a strong increase in customer footfall as players rush to get their tickets before the 7.30pm cut-off.
With an expected 85% uplift in EuroMillions sales compared to normal, the boosted draw offers a “significant commercial opportunity for retailers,” Alwyn said, and a chance for customers to dream big about what a £113m win could mean for them.
Allwyn has distributed a dedicated POS campaign kit to tens of thousands of National Lottery retailers, including window posters, pop-up standees and PlayStation tax discs and wings. The Super Jackpot is also being showcased across in-store digital screens and supported by wider advertising.
Allwyn’s retail revenue and customer director, Alison Acquaye-Acford, said: “The fantastic jackpot presents a brilliant opportunity for National Lottery retailers, who can expect a strong lift in footfall and sales activity throughout this week. Our POS campaign kit is designed to help stores make the most of the excitement and drive player engagement.”
You can now secure your tickets to the Convenience Awards 2026!
Join us on 11 March in Liverpool to celebrate the entire convenience community.
See this year’s finalists and book your seat here.
No comments yet