If the idea of settling in for the night with a good book and a drink or treat sounds like heaven, then Iceland’s Christmas Eve Jólabókaflóðið (roughly, “flood of books”) tradition is for you.

Iceland has always been a country of booklovers, and while the rate of book buying has settled a little from years past, jólabókaflóðið, or jolabokaflod, remains a popular tradition.

The history of this December tradition – which sees publishers release a flood of new books in the lead-up to Christmas – goes back to World War II, when restrictions on imports to Iceland limited gift-giving options, and Icelanders turned to the local book market.

In 1944, the Icelandic book trade started sending a book catalogue to every household in November. Christmas Eve, which is when presents are opened, became a night when many folk settle in to read their gifts, often with a cup of hot chocolate. Or just chocolate.

Sound like a new Christmas Eve tradition? (Us, too!) From now until Christmas Eve, give the gift of a book and receive one of our chocolate bars, for free. Mention this promotion in-store to redeem. Or, redeem online by adding both the book and chocolate to your cart and enter code JOLAABOKAFLOD. 

Feet up, spines cracked. Merry Christmas Eve! 

Written by Meghan Finney

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