Australian Newsagency Blog

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Fewer lottery jackpots feeding a decline in sales

Mark Fletcher
June 24th, 2014 · 5 Comments

In the first half of 2013 there were 23 lottery jackpots with a first division pool of $15 million or above. In the first half of this year that number dropped to 19.

Newsagents looking to understand why lottery sales this year compared to last may be flat or down should look at the impact of jackpots on their lottery sales. While jackpots impact businesses differently, the reduction this year over last is certain to have impacted some.

Breaking doen the games is also useful in that Powerball has had more jackpots from what I can see yet this has not delivered the level of sales bounce retailers want in some businesses I have seen.

As the survey here in May revealed, jackpots play a vital role in driving shopper engagement with lottery products.

9 likes

Category: Lotteries

5 responses so far ↓

  • 1 Gary // Jun 24, 2014 at 11:45 AM

    My records show that this weekends super draw of $22 million has been, in the past, a $30 million meagdraw. We can expect a significant downturn in lotto sales because of this drop in prize money.
    While I love the excitement of a big jackpot I know that it will have a significant impact on my retail sales.
    Given a choice I would have to favour retail sales over lotto jackpots.

    1 likes

  • 2 shauns // Jun 24, 2014 at 12:38 PM

    I see the opposite , when ever we have jackpots everything else climbs as well , magazines, papers ,gifts ,cards all sales grow with the lotto draw .

    3 likes

  • 3 Brett // Jun 24, 2014 at 12:42 PM

    Im with you Shaun – everything goes up

    1 likes

  • 4 JOHN // Jun 24, 2014 at 2:19 PM

    tHE SAME UP AND UP. Bring on superdraws.

    1 likes

  • 5 shauns // Jun 24, 2014 at 3:54 PM

    I find powerball brings on the most add on sales .sperdraws are to spread out and 20 million is simply not enough (would be for me) .

    1 likes

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