Discover Iceland’s Jólabókaflóð, the Christmas book flood in Reykjavik: how catalogs, cocoa and cozy reading turned gift-giving into a beloved tradition.
In December, Iceland is swept by a flood—not of snow or rain, but of books. People across the country, especially in Reykjavik, wait for it with real anticipation. This is when Jólabókaflóð begins, translated as the Christmas book flood: a cherished custom of exchanging books on Christmas Eve and spending the night reading with a mug of hot chocolate.
The tradition took shape during the Second World War, when gifts were hard to come by and imports were unreliable. Paper for publishing was available, so books became the ideal present—useful, affordable, and heartfelt.
In 1944, a special catalog of new titles—Bókatíðindi—appeared for the first time. It was mailed to homes so everyone knew what had come out that year. From then on, the book flood marked the moment when Icelanders began buying books en masse to give for the holidays.
It’s essentially a national guide to the year’s new releases. People pore over it, choosing what to give or what to read themselves.
Where it once arrived in every mailbox, now you can pick it up in shops or read it online. Its role hasn’t dimmed— for many, it still signals the start of the season.
On 24 December, after nightfall, families and friends exchange books. Then everyone settles in—on the sofa, under a blanket—and dives into their gifts. A cup of hot chocolate is usually close by, or jólabland, a sweet soda mixed with juice.
That cozy evening is a core part of the holiday. Many say they end up with a kind of literary hangover after reading far too much in a single night.
For Icelanders, books are more than a pastime; they’re part of the culture. By some estimates, up to 80% of publishers’ annual income comes during the Christmas season.
In Reykjavik, December fills with book fairs, author meetings, exhibitions, and festivals. Talking about new releases becomes a way of life, and reading connects generations: adults read themselves and give books to children—proof of how firmly this ritual holds its place.
Much has changed: the catalog is often read online, and recommendations show up on social media or in podcasts. The essence remains, though. Icelanders still give books for Christmas and spend the evening of 24 December reading.
In a world where gifts are increasingly gadgets and trinkets, Iceland leans toward something simple yet warming—the book. It doesn’t demand much money, but it brings a lot of joy and meaning.
The book flood isn’t just a seasonal fad. It’s a way to be closer, share stories, spend time together, and truly step away from the rush.