LONDON: Although it's wise to treat claims by promotional bodies with a sizeable pinch of salt, the latest data from IMRG (Interactive Media in Retail Group) indicate that Britons added online spending to the traditional joys of turkey and trimmings on Christmas Day.

To the tune of an estimated £84 million ($167.4m; €113.7m) within a twenty-four hour period.

Around 4.4m surfers - equivalent to one in thirteen of the UK population - purchased items via the internet on the estimated anniversary of Christ's birth. A year-on-year increase of 269%.

While over the whole three-day holiday period total online spend hit an estimated £440m, according to internet security company Retail Decisions.

Crows IMRG ceo James Roper: "What is surprising (and has not previously been possible to know) is just how many people are shopping online on Christmas Day, and how much they are spending."

IMRG bases its estimate on a combination of data from payment services provider SecureTrading and eDigitalResearch.

Data sourced from; additional content by WARC staff