Retailers backing the current Mail Golden Wallets promotion could win prizes of up to £500, while their customers could also pocket up to £25,000 in the month-long initiative.

A total reader prize fund of £1m is up for grabs, with the promotion backed by TV advertising.

Gamecards were made available at the start of June in Saturday’s Mail and the Mail on Sunday, with numbers printed in the three following weekends’ newspapers.

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The weekend’s big giveaways offer up to £5,000, while a monthly game offers £25,000 from the total prize pot.

Point-of-sale material is being made available, with the publisher encouraging retailers to upload photos of their in-store displays to mymail.co.uk

Those that register for the site will be given their own ‘Golden Wallet’ with prizes of between £10 and £500 available for winning shopkeepers.

The Mail said the Golden Wallets promotions would increase demand for its titles.

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A letter from the publisher read: “To help, we have provided you with promotional material, which we encourage you to display with immediate effect and throughout June, in a prominent position that grabs the attention of your customers…

“Why not have a secondary display at the till point to really maximise this sales opportunity?”

Retailer winners in the promotion will be notified in the last week of June.

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