The UK's online shoppers reportedly spent £767,500 in just 60 seconds at 1.09pm yesterday, breaking previous records.
Yesterday was also expected to become the country's biggest ever online shopping day with up to £370m being spent, according to payment processor Retail Solutions.
Games and accessories for the Nintendo Wii were apparently the items in most demand, followed by the iPod Shuffle and the iPod Nano.
Online spending is now expected to reach over £50bn for the whole year - beating predictions made by the IMRG earlier this year. Last year's total was £30.2bn.