Shoppers flocked to e-tail sites last week on the UK's first National Internet Shopping Day.
The event, fronted by former glamour model Melinda Messenger and aimed at converting the 18 million UK adults who have never shopped online, was hailed a triumph by organiser IMRG.
Online traffic monitor Hitwise reported an overall 4 per cent increase in traffic to all shopping sites, and retail sites accounted for 7.4 per cent of all Internet traffic.
Retailers that offered special 24x7 promotions did well. Marks & Spencer, with a competition to win a£1,000 shopping spree at its stores, celebrated a 96 per cent increase in traffic to its Web site on the day, according to Hitwise.
Electrical retailers also benefited strongly. Dabs.com achieved a market share in terms of Web traffic of 6.3 per cent, against 4.96 per cent on the same day the previous week, while Internet traffic to EmpireDirect.co.uk doubled, which made it higher than both Dixons and Currys. Game saw its sales rise 320 per cent, to give it its best performance outside Christmas.
Other retail participants included Boots the Chemists, B&Q, Debenhams, Lands' End, Littlewoods, MFI and Virgin Megastores.
E-commerce minister Stephen Timms gave his blessing to the campaign, and said: 'Security and consumer rights on the Net are as good as the high street, and there is no reason why millions more cannot start to enjoy online shopping.'
The 24x7 campaign ran until yesterday, and was supported by advertisements in the national press.
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