Almost 4m Britons spent over 100m quid online on Christmas Day, according to figures issued by the IMRG.
Some 3.8m consumers spent a total of £102m - an average of £26.80 per shopper - on Christmas Day, up 21% on the same day last year.
However, the number of people shopping online on Christmas Day was 14% lower than in 2007.
James Roper, CEO at IMRG, said, “The volume of transactions was 26% higher, and the value rose by 21%, indicating that serious bargain hunting was the order of the day.”
On Christmas Day etailers such as Marks & Spencer, John Lewis and Play.com were running online sales.
Statistics from online digital research firm eDigitalResearch found online traffic increased by nearly 100% between Christmas Day and Boxing Day.
Chris Russell, director at eDigitalResearch, said, “We noticed that most traditional retailers commenced online sales when stores closed on Christmas Eve, with pure play retailers starting after last delivery day deadlines were reached. This means that the increased purchases on Christmas Day and the huge surge in traffic on Boxing Day could have been as a result of this.”