The e-commerce arm of UK retailer Woolworths has had to apologies to the many bargain hunters who rushed to buy £150 LCD TVs today.

Woolworths.co.uk was inundated with shoppers alerted to a pricing gaff on the site this morning, which mistakenly offered every LCD television in its range for £150, when they normally retail at ten times that price.

Despite some reports of successful attempts to buy the mis-priced goods, the retailer has said it will not honour the orders. Although the mistake has now been rectified, other reports said the site was producing error messages when shoppers tried to exploit the un-planned bargain offer.

This is the latest in a string of bad news from Woolworths, as the company earlier this month said it would need to experience an immediate uplift in sales and margins if it was to hit the lower end of its annual financial forecast. Sales were down 6.5% in like-for-like terms for October and November. The retailer blamed lower customer numbers and increased costs of its online expansion and catalogue launch.