The Premier symbol group, operated by Booker, is kicking off 2026 with a nationwide scratchcard activation designed to drive footfall for independent retailers during the quieter trading period.
To celebrate its 5000 store milestone, which was reached in November, between now and 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 top prize of up to £5,000, as well as 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 via the Premier 5000 Roadshow, which will feature five regional events across the UK. The roadshow will invite Premier retailers to come together at iconic venues including Scotland’s national football stadium, Hampden Park, and 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.”
