The Massachusetts State Lottery is counting on holiday spirit – and a whiff of peppermint – to revive a lagging scratch‑ticket market. On Oct. 6 the agency launched its first ever scented scratch tickets, the $5 and $10 Candy Cane Cash Blowout games, which release a peppermint aroma when scratched.
Marketing push and early reaction
Lottery marketing specialist Kate Sutton told the Lottery Commission the new tickets are “a little something new for our players.” She added that players have responded positively, noting that even Treasurer Deborah Goldberg said she could “almost smell the peppermint from here” during the virtual commission meeting.
Sales context and recent performance
Scratch‑ticket sales have been under pressure this fiscal year. Executive Director Mark William Bracken reported a 6% decline in overall scratch‑ticket revenue for fiscal year 2027, with a 7.3% drop in September alone. Historically, scratch tickets accounted for roughly 70% of lottery revenue in FY 2021, but that share has fallen as the agency expands other products such as Keno and the online “eInstant” games introduced last summer.
Last year scratch tickets made up 65% of total lottery sales. So far in the current fiscal year they represent 52% of sales, while eInstants have grown to 18.5% of the mix.
Online growth offsets retail decline
Despite the retail slump, the lottery’s online channel is thriving. Combined September sales (retail and online) reached $601.2 million, up $128.2 million – a 27% increase from September 2025, when only retail sales were available. The boost came from a $183 million surge in online sales, which more than offset a $54.8 million drop in retail sales.
Online net profit for September was $14 million, helping the overall month’s profit rise by $1.4 million despite a $12.6 million decline in retail net profit.
First‑quarter results and outlook
Through the first three months of FY 2027, total lottery sales have topped $1.72 billion, up $241.2 million (16.3%) from the comparable period a year earlier. Online sales alone contributed $322.4 million, while retail sales fell by $81.2 million.
Bracken noted the lottery is running $11.8 million ahead of its profit pace at this point in the prior budget year, after adjusting for calendar differences. He praised the online platform, saying the agency has “far exceeded anyone’s expectations” both internally and among external game providers.
He added that the lottery had originally projected $1.2 billion in net wagers for the first year, yet it had already secured half a billion in just the first three months.
What the new tickets mean for players
The scented tickets are marketed as holiday stocking stuffers and gifts, a niche that traditionally drives strong seasonal sales. By adding a sensory element, the lottery hopes to attract both regular players and occasional buyers looking for a festive novelty.
While the long‑term impact remains to be seen, early feedback from players and the sharp rise in online revenue suggest the lottery’s strategy is resonating. If the peppermint‑scented tickets help stem the decline in retail scratch‑ticket sales, the agency could see a more balanced revenue mix as the holiday season progresses.
Original reporting: NBC10 Boston — read the source article.
