According to Interactive Media in Retail Group , 4.4 mln Brits purchased goods online on Christmas Day 2007. The online shoppers spent a total of $166.7 mln, 269% more than in 2006, working out to an average of $37.88 per shopper. IMRG projects that total UK Christmas e-retail sales in Q4 2007 will reach $34.92 bln, an 82% increase over the $19.05 bln recorded for Q4 2006.