Hundreds are celebrating in Spain because they got a share of the national lottery. El Gordo, the Fat One, is a nation wide Christmas tradition, and this year was no exception. By far the world's biggest lotteries, it is as popular as ever. The drawing held on Saturday is often the start of Christmas celebrations.
Implications - The turbulent economy has consumers penny pinching, but they still rely on false senses of financial security that gambling provides them with. Promising enormous riches and instant gratification, lotteries, casinos and scratch cards all provide hope to downtrodden consumers. Opportunity exists for brands that can tap into this comfort blanket marketing scheme -- especially at this period in time.