They dubbed it "the sale that stops the nation", but instead it was Click Frenzy's own website which ground to a halt.
There was a frenzy of clicks but it was mostly on the internet browser's refresh button as Click Frenzy's website went live yesterday at 7:00pm.
Millions of people logged in but the 24-hour online sale site could not cope with the huge volume of buyer traffic and crashed.
Kate Morris, the founder of adorebeauty.com.au, was a retailer in the sale and is not happy.
"From our perspective it's been really disappointing," she said.
The one-day super sale was an attempt by Australia's online retailers to fight back against overseas companies.
It was an amalgamation of hundreds of retailers, all offering deals for the consumer.
Ms Morris says while her website stayed online, she is worried Click Frenzy's failure will be a big setback for Australia's entire online retailing industry.
"We all got tarred with the same brush last night," she said.
"I was there watching the Facebook page and pretty much as soon as anybody posted anything about any of the retailers, regardless of whether they were online or bricks and mortar, dozens of people would jump in and started kicking the boot in of having a go.
"It was worse for the sites that did actually fail.
Ours didn't, ours worked perfectly fine, but the ones that failed copped the worst of it.
"We all did get lumped in a bit together last night which was the worst part of it for us." The repercussions from the website's collapse have already begun.
The retailers in Click Frenzy's sale paid a fee for their business names and products to be listed.
Ms Morris says some of the retailers committed more than $30,000.
"As a retailer we paid to be part of the promotions, so Click Frenzy obviously, they did do a lot of PR and got quite a lot of publicity for the sale, and that was something we were obviously keen to be part of," she said.
Consumer backlash The wits on Twitter were quick to the punch - #ClickFrenzy became #ClickFail.
On Facebook, a user posted a picture saying: "I attended Click Frenzy and couldn't even buy this lousy t-shirt." Simon Bell, a professor of marketing from Melbourne University, says it is never good to create an expectation and then not meet it.
"And not only not meet it, but to completely disappoint customers in this regard.
I think it sets companies back to a significant extent," he said.
"These businesses will have to do a fair bit of work to, in a sense, recover what we call service failure." The Click Frenzy website went down because so many people logged on simultaneously.
UltraServe, which hosts the Click Frenzy website, says the system was geared to deal with one million visitors over 24 hours, but it got nearly double that all at once.
"Maybe a tenth of all Australians trying to hit the site, and Click Frenzy had accounted for a million users over the 24 hours," said UltraServe spokesman Samuel Yates.
"The site experienced performance issues for the first couple of hours.
Our team worked to assist in provisioning additional capacity which stabilised the site." In the lead up to the event, Click Frenzy was everywhere promoting the sale.
Today, it put out a statement apologising for the problems.
It says the failure actually shows there is a lot of demand in Australia for online retailing.
Ms Morris agrees, but she wonders if being part of the Click Frenzy sale was worth it.
"I think the idea is a really great idea.
I think unfortunately everyone's experience with Click Frenzy, and the incredibly vicious social media backlash around it, is not something I'd really be keen to be part of again," she said.