The Blues sold 2,000 black third kit shirts within two hours of them going on sale this morning. The black strip was introduced earlier in the season with the white second strip clashing with most blue shirts worn by other Championship clubs.
Sales and marketing director Andrew Goulborn told the club site that the demand was unprecedented: "This football club has never seen so many shirts sold in such a short time and the demand has been phenomenal.
"It has exceeded all our expectations. We based our figures on the [then third strip] white shirt sales of three years ago, but the demand has clearly swamped that.
"It's the fastest selling shirt we've had and, because it was a first come, first served basis and limited edition, there have been some supporters who queued and didn't get a shirt.
"We can understand their frustrations and disappointment and, because of the demand, we are planning to commission another batch of shirts that should be ready for Christmas. These shirts will not have the 'three star' emblem on though."
The 'three star' emblem featured on the initial 2,000 shirts represents Town's League Championship, FA Cup and UEFA Cup victories.