CONCORD, N.H. – Thanks to a combination of innovative sales and marketing initiatives, unique, new scratch tickets, and a surge in Powerball sales, the New Hampshire Lottery broke its all-time sales record this year, with sales exceeding $300 million for the first time in New Hampshire Lottery history. Compared to last year’s sales total of $280 million, which was the previous record high, sales this year rose by more than $20 million or 7 percent, allowing the New Hampshire Lottery to provide the state with more than $75 million in education funding this year.
“The New Hampshire Lottery is proud to have achieved record-breaking sales this year, surpassing the $300 million milestone, while also delivering critical funding in support of education to the state,” said Charlie McIntyre, executive director of the New Hampshire Lottery Commission. “The New Hampshire Lottery is committed to exploring and offering our devoted and loyal players unique, fun and exciting ways to win. Our players will always be the driving force behind our efforts and we look forward to plenty of winning in New Hampshire this coming year.”
Over the past six years, the New Hampshire Lottery has emphasized fine-tuning scratch tickets and ensuring players get what they want—fun, entertaining products with strong chances to win cash prizes, McIntyre said.
Spurring increased sales, the New Hampshire Lottery offered several unique new scratch tickets this year, including the $2 Halloween Clown Cash, $2 Ugly Christmas Sweater Tripler, $5 NHL Hockey ticket, and the $2 Mega Makeover game. Scratch ticket sales, which make up about 70 percent of total New Hampshire Lottery sales, jumped by $8 million or 4 percent from last year to this year. Annual scratch ticket sales have risen from $160 million in 2011 to $216 million this year—a 35-percent increase.
In addition, the New Hampshire Lottery introduced “Chief Luck Officer” Chuck McLuck in its advertising, marketing and social media efforts this year. The character was featured in iconic places and destinations in New Hampshire, including Mount Washington, Isles of Shoals and Bunny’s Superette, the top-selling New Hampshire Lottery retailer in the state.
In January 2016, the Powerball jackpot reached an all-time high of $1.5 billion, which drove a considerable increase in Powerball sales in New Hampshire. For the year, Powerball sales increased by 47 percent or $13.6 million from last year to this year. At its peak, the Powerball surge generated $13 million in New Hampshire Lottery sales over a two-week period. Typically, weekly Powerball sales total about $500,000. For the year, New Hampshire Powerball sales totaled $42.3 million.
“I would also like to thank our 1,250 retailers across the state who are so committed to making the New Hampshire Lottery successful—we could not do it without them,” McIntyre added.
According to unaudited Fiscal Year 2016 sales figures, the top-10 performing New Hampshire Lottery retailers by gross sales were:
- Bunny’s Superette (Manchester) – $2.5 million
- Hannaford Supermarket (Manchester, John Devine Drive) – $1.4 million
- Circle K (West Lebanon) – $1.2 million
- Hannaford Supermarket (Manchester, Hanover Street) – $1.1 million
- Reeds Ferry Market (Merrimack) – $1.0 million
- Hannaford Supermarket (Rochester, North Main Street) – $1.0 million
- Market Basket (Nashua, Amherst Street) – $992,951
- Bright Spot (Nashua) – $934,269
- Hannaford Supermarket (Bedford, Jenkins Road) – $919,534
- Hannaford Supermarket (Nashua, Coliseum Avenue) – $899,067
About New Hampshire Lottery
Since 1964, the New Hampshire Lottery has had a significant financial impact on the state. For the past 51 years, the New Hampshire Lottery has recorded almost $6.0 billion in lottery sales and other earnings, with over $3.8 billion being paid in prizes and other cost of sales. Net proceeds to education total more than $1.7 billion to date.
The New Hampshire Lottery Commission, located at 14 Integra Drive in Concord, currently manages all lottery operations in the state, including instant games, New Hampshire Powerball®, New Hampshire Mega Millions®, New Hampshire Hot Lotto® Sizzler, Tri-State Megabucks℠ Plus, Tri-State Pick3®/Pick4® Daily Numbers games, Gimme 5, Fast Play games and Lucky For Life®.