The findings show that coastal towns across England, Wales, Scotland and Northern Ireland enjoy significant increases in National Lottery retail sales during July and August, suggesting that sunshine, time off with family and friends, and that unmistakable holiday feeling can fuel a sense of optimism. Airport retail outlets also recorded strong growth in National Lottery sales during July and August, suggesting that the feel-good holiday mindset leaves travellers feeling more optimistic and more likely to embrace a sense of possibility.
Whether enjoying a day at the beach or returning home from a summer getaway, people appear to be feeling more positive, hopeful and inclined to dream big, with many extending that holiday feel-good factor by crossing their fingers and imagining what it would be like to win a life-changing National Lottery prize.
Leading the pack for coastal towns is the picturesque Cornish harbour town of Padstow, where National Lottery sales during July and August 2025 were 27.3% higher than across the rest of the year.
It is not the only seaside locations where holidaymakers appear to be feeling lucky. Portrush in Northern Ireland recorded a 23.0% uplift, while Tenby in Wales saw sales increase by 21.8%. Fellow Cornish favourite St Ives also enjoyed a significant summer boost, with sales rising by 19.5%.
Britain’s Top Summer Coastal Towns National Lottery Hotspots
Rank | Destination | Summer Sales Increase | |
1 | Padstow | +27.3% | |
2 | Portrush | + 23.0% | |
3 | Tenby | + 21.8% | |
4 | St Ives | + 19.5% | |
5 | Newquay | + 9.4% | |
6 | Ayr |
| |
7 | Isle of Wight | + 6.4% | |
8 | Scarborough | + 6.4% | |
9 | Southwold | + 5.9% | |
10 | Blackpool | + 5.0% |
Vince Malone, National Lottery Retailer at Tenby Stores said, “Summer is a brilliant time of year in Tenby because people arrive feeling relaxed, optimistic and ready to make the most of their holiday. We often hear visitors say how lucky we are to live by the coast, which naturally leads to conversations about what they would do if they won a big National Lottery prize. There’s a real sense of positivity in the air, and many customers enjoy picking up a National Lottery ticket or Scratchcard as part of their holiday experience. It’s lovely to see people leave with a smile on their face, enjoying their time in Tenby and dreaming about what a life-changing win could mean for them.”
Ruth Breen, a midwife from Wigan, who scooped £1M on EuroMillions said, “There is just something about the great British seaside, whenever I visit it puts a smile on my face and it just makes me feel lucky. There is nowhere quite like Blackpool, which I love visiting as it’s fairly local to me, and it comes as no surprise that it ranks in the top 10 seaside sales in the summer.”
The analysis found that the summer uplift is not limited to seaside towns and that holiday optimism continues on the journey to and from holidays taken by plane.
The largest increase was recorded at a store at London Stansted Airport, where sales were an impressive 155.2% higher during the summer months than during the rest of the year. Arrivals stores at Heathrow and London City Airport also recorded substantial uplifts.
Top 5 airport stores by spike in summer sales
Destination | Summer Sales Increase | |
1 | London Stansted | +155.2% |
2 | Heathrow T4 | +74.9% |
3 | London City Airport | +69.7% |
4 | Edinburgh | +53.9% |
5 | Glasgow | +44.6% |
“Being on holiday often gives people the chance to switch off from everyday life and dream a little bigger. It’s fascinating to see that reflected in National Lottery sales last year across some of Britain’s most popular destinations, and we’re seeing the same trend in sales so far this summer.
“And with New Lotto now making more millionaires than ever before, with more than 100 millionaires already created this year, there’s never been a better moment to believe that it could be you.”
