John Lewis has reported sales of £95.7m this week, up 5.1% on last year, as it unveiled its Christmas campaign featuring Monty the penguin.

The week’s sales were up 3.9% week on week. Online sales were up 17% year on year.

The Christmas campaign has received more than 16 million views on social media. It received seven million views on social media in 24 hours, seven times as many as the same point last year.

Customers looked for winter assortments in the week that had the coldest day so far this year. Fashion sales were up 6% year on year, with girls onesies and men’s slippers up 86% and 10% year on year respectively.

Home reported sales up 9.2% year on year, with faux fur bed throws up 36% week on week.

Electricals reported more modest growth, up 1% year on year, as it compared to last year’s iPad launch.

By the end of the week, ‘Monty’ had become the most searched for term on its website. The ad is supported by in-store experience, ‘Monty’s Den’, where shoppers can meet Monty and Mabel using interactive technology.

Andrew Murphy, retail director at John Lewis, said: “With the weather turning colder, our customers have really shifted into winter mode. They’ve been purchasing duvets, throws and electric blankets along with preparing their homes for Christmas guests with increasing sales of sofa beds and bedroom furniture. It’s also pleasing to see such a strong result from our fashion assortment after the impact of warmer temperatures earlier this season.”