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!
