Asda is to make its daily non-food special online offers a permanent fixture after a trial over the summer helped push traffic on its site up 25 per cent.

The special offers, dubbed Asda’s Daily Deals, give shoppers the chance to buy a different product each day at a promotional price.

The offer changes at 10am and spans several product sectors such as electricals, travel, entertainment, furniture, homewares, flowers and toys.

An Asda spokesman said the site is attracting about 1 million unique users compared with 800,000 earlier in the year before the launch, although he added that the uplift is also partly due to seasonality.

He said: “The trial in the summer proved a big success so [the Daily Deals] will now be a permanent feature that will continue to grow. It features elements from all our non-grocery parts of the business and will continue to develop, especially in the lead-up to Christmas.”

This week’s offers included a Chick Flick 3 DVD pack for£5.93, a PlayStation 3 game for£10.93 and Mega Block Buddies Sets toys for£4.97. Users can see the previous deals of the week but not what is upcoming. Some of the offers boast up to 50 per cent off.

The spokesman said the launch of the separate Asda Direct non-food site at the beginning of October means the deals site can “have much more interesting content ensuring there is something new for regular visitors”.

Rival grocer Tesco also has a non-food Deal of the Day, which is available to shoppers who sign to its RSS feed. It also changes at 10am every day. The promotional tool mirrors discount grocers Aldi and Lidl’s non-food special offers, which rotate each week in stores and drive footfall.

The Asda spokesman said the grocer is working on how to improve the look and feel of the Daily Deals and make functionality better. Asda is mulling ideas to promote the Daily Deals more widely.