Hopefully the devs will see fit to extend the sale to a full week. I mean, the first thing that crossed my mind when I heard about the 24 hour sale was, "Damn. I better make sure I'm home on that day!"
I would imagine that, in the interest of fairness, the developers will at least consider extending the sale period.
Your local Tesco/Walmart/other store is having a 24 hour sale on a product you want. Due to reasons most probably couldn't care less (note proper usage) about you can not be there during that time. Do you ring up the CEO and ask for a pre-purchase or extension?