Boobs, Bentleys and Breakups: What Jackpot Winners Splash Out On First
35% of women after a big win opt for breast augmentation, while 40% of men go for a hair transplant.
Winning big in the lottery or casino is a dream shared by millions, but only a few ever get that lucky break. The real question is: what happens once fortune smiles?
At Gamblizard, as an affiliate site with access to player activity and winning stats, we conducted our own survey of jackpot winners and cross-checked it with open data. We discovered distinct trends: women are more likely to invest in cosmetic changes, while men lean toward hair transplants — and sometimes new relationships.
From plastic surgery and luxury cars to new relationships, exotic pets, or even buying a plot of land on Mars — we’ve mapped out the most common first steps winners take. Below are the results, with percentages and real-life examples.
Our analysis shows that jackpot winners’ first expenses can be grouped into clear categories — from improving themselves to indulging in material and emotional dreams. Summing up the results gives us the following picture:
- Plastic surgery and beauty. 45% admitted they changed something about their appearance after winning. The most popular choices for women were breast augmentation (35%) and rhinoplasty (15%), while men most often chose hair transplants (40%) and veneers (20%). In addition, 25% of women and 10% of men paid for similar procedures for partners or family.
- Big purchases (cars, homes, yachts). 33% bought a car first, and another 30% invested in real estate. In total, over 80% eventually purchased a new home: 40% in the ≈$630K—$1.25M, and 10% spent over ≈$2.5M+. Yachts, boats, and sports vessels were the first splurge for 17% of winners.
- Travel and luxury getaways. 72% spent money on travel. Most booked five-star hotels (68%), while others chose boutique hotels, all-inclusive resorts, or presidential suites. Top destinations included the U.S. (27%), the Caribbean (9%), Dubai (7%), and the Canary Islands (6%).
- Relationships and personal life. 15% divorced (22% of women vs. 8% of men), while 10% started new relationships. Another 9% admitted to cheating (12% of men vs. 6% of women), and 13% refused to answer the question. Overall, about one in four winners experienced significant changes in their personal lives.
- Exotic purchases and “crazy dreams.” Just 1% actually spent on exotic pets, while others admitted to unusual dreams: 6% bought “land in space” (plots on the Moon or Mars), 5% built private zoos or derby tracks, and some pursued costly hobbies.
- Creativity and personal projects. 25% launched a business, 8% recorded an album, 6% wrote a book, 5% filmed a movie, and 4% started a festival. Another 12% pursued other ambitions — from charity projects and world travel to buying a sports team or building a dream house.
- Private entertainment. 5% hired artists or bands to perform exclusively for them, turning celebrations into private shows.
Plastic Surgeries and Cosmetic Enhancements
One of the first desires many winners act on is improving their looks. According to our survey, 45% admitted they had some form of cosmetic enhancement after a big win. It confirms that cosmetic procedures are becoming an increasingly expected part of jackpot winners’ “first splurges.”
The types of cosmetic procedures chosen by the winners differ depending on gender.
Thus, women often use the opportunity to fulfill long-held dreams of the “perfect look.” Their most common choices were breast augmentation (35%) and rhinoplasty (15%). Our data also shows that 25% of women winners were willing to cover similar procedures for partners or family.
On the other hand, men’s primary focus is to restore confidence and youth. That’s the reason they leaned toward hair transplants (40%) and dental veneers (20%). In contrast to women, only 10% of male winners covered procedures for partners or family.
These figures illustrate a clear trend — after a major win, both men and women are eager to invest in their bodies, from a Hollywood smile to a full head of hair. For example, British winner Sarah Cockings, after winning £3 million (≈$3.84M), famously paid for breast augmentation not only for herself but also for her two sisters — an unusual family gift to mark her win. Similarly, one Australian winner admitted he flew to Istanbul for a hair transplant to boost his confidence after hitting a big win.
Big-Ticket Purchases: Cars, Yachts, and Property
For many recent jackpot winners, the first major splurge is a material dream come true — a luxury car, a private yacht, or high-end property. According to our survey, one in three winners bought a car first (33%), while 82% eventually invested in a new home.
Luxury vehicles are one the first things brand-new winners are eager to invest in. Among car brands, Audi (16%), Range Rover (14%), and BMW (13%) topped the list, though some opted for Ferrari or Porsche.
Property investment is extremely popular as well. Most spent between ≈$630,000 and ≈$1.25M on property, while around 10% went all-in on estates worth more than ≈$2.5M+.
Lavish living also extended to the water: 10% of winners purchased a yacht or boat as their very first buy, and another 7% went for a sports car or vessel. While the share of such “toys” is relatively small, many more respondents mentioned them as a dream purchase.
While these acquisitions rarely happen on day one, many winners first indulge in faster, flashier buys. Most winners take time to choose their dream property, which often becomes a more considered investment.
Travel and Luxury Getaways
After a financial breakthrough, many winners celebrate their new freedom with travel. In fact, 72% admitted they spent part of their winnings on a trip.
When it comes to destinations, the U.S. led the way (27%), followed by the Caribbean (9%), Dubai (7%), and the Canary Islands (6%). Another 46% chose other getaways — from cruises to European capitals. That means more than a quarter of winners cross the ocean, and many lean toward exotic escapes and first-class luxury.
Most winners lean to luxury stays, with 68% booking five-star hotels or luxury resorts, while others opted for boutique stays or even presidential suites.
No matter the destination, travel and unforgettable experiences remain one of the most common ways jackpot winners choose to spend their money — with both the time and budget finally available to see the world.
Changes in Relationships: Breakups, New Love, and Intrigue
Sudden wealth affects more than just a bank account — it often puts personal relationships to the test. Winning can challenge both marriages and friendships.
According to our survey, about one in four winners experiences major changes in their personal lives — some face breakups, while others find new love or even remarry.
- Divorce: 15% of winners divorced. The break ups were higher among women (22%) than men (8%).
- New Relationships: 10% started new romances, with men having higher statistics (12%) compared to women (8%).
- Infidelity: The most delicate insight is that 9% admitted to cheating after their win, with men doing so more often (12%) than women (6%). Another 13% refused to answer this question altogether — which in itself says a lot.
Clearly, money becomes a real test of love. Real-life stories back this up; Adrian and Gillian Bayford from the UK scooped £148 million (≈$190,000) , only to divorce a few years later — proving that sudden riches can be as destabilizing as they are liberating. Many other winners report similar struggles: relatives and friends asking for money, social circles shifting, and jealousy creeping in.
Exotic Pets and Eccentric Purchases
Once the basics are covered, some jackpot winners turn to their most unusual and eccentric dreams.
Exotic pets are one of those rare but striking categories of spending. According to our survey, 1% of winners actually spent their money on horses, expensive parrots, or unique reptiles. A few more admitted to “crazy dreams”: owning a racehorse or building a private zoo. Though these cases are rare, they show how a big win can become a ticket not only to luxury but also to extravagant fantasies.
There are also famous real-life stories. British winner Keith Gough, after pocketing a major prize, bought a thoroughbred racehorse for £250,000 (≈$320,000), hoping to multiply his fortune at the tracks — but the horse eventually contributed to his bankruptcy.
Extravagant spending goes beyond animals. In our survey, 6% of winners said they purchased “land in space” — plots on the Moon or Mars. Another 5% built something unusual, from derby tracks to private zoos.
In the “other” category, respondents mentioned luxury shopping, wild hobbies, or even the idea of constructing their own castle. These examples are few, but they highlight a clear truth: with sudden wealth, people sometimes bring their most unexpected childhood dreams to life.
Private Concerts and Lavish Parties
Another fantasy spending category for many winners is hiring their favourite artist or band for a private performance. According to our survey, 5% of winners actually made this dream come true, turning their celebration into an exclusive concert.
Lottery history recalls a striking example: a country music fan who won $100,000 immediately spent part of her prize to book her favorite singer, Gene Watson, to perform in her hometown. The artist was touched by the gesture and agreed to play a private show for the winner and her guests.
Creative and Business Ventures
Beyond lavish parties, many multimillionaires choose to invest in personal ambitions or entrepreneurial projects. A quarter of winners (25%) used their winnings to start a business, 8% recorded an album, 6% wrote and published a book, 5% produced a film, and 4% launched a festival.
Another 12% pursued other dreams — from large-scale charity projects and buying a sports team to building a dream house or taking an around-the-world trip. At the same time, 40% admitted they have yet to fulfill any “big dream” after their win.
Where the Money Really Goes
As we can see, winners’ financial priorities balance pragmatism with long-held dreams. Some book trips right away, others buy a Ferrari, and many quietly help family or fund charities. But one thing is clear: a jackpot fundamentally transforms lives, giving people the freedom to fulfill long-held desires — from beauty and love to luxury and unforgettable experiences.
“In the rush of euphoria, it’s easy to spend everything on shiny purchases,” says Jamie Wall, personal finance strategist at Gamblizard. “But the real luxury is combining emotion with reason: make a plan first, then allow yourself the dreams. That way, the win becomes not just a fleeting celebration, but the foundation of a new life.”
Methodology:
We used Gamblizard’s internal analytics as an affiliate platform, tracking player activity, deposits, winnings, and post-win behaviour after large payouts. For this study, we selected those who had major wins and conducted a survey to understand their spending. These results were then cross-checked with open data sources and real-life cases reported in the media.
