Customer count falls short on Web retail day

The second 24/7 Internet Shopping Day failed to replicate the success of the inaugural event, as shopper numbers fell short of last year's benchmark of 1 million.

IMRG, the e-tail trade body that organises the event, blamed external factors for the slide in popularity.

Last year, the July 24 promotion happened on a Thursday as opposed to a Saturday, when Internet shopping traffic is typically 20 per cent lower.

IMRG managing director Jo Tucker said hot weather had also enticed customers away from their computers, making it 'one of the lowest Internet shopping traffic Saturdays in a long time'.

Game reported a 100 per cent sales uplift on the day.