Jolabokaflod

Christmas Book Flood • Reading for Pleasure


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Jolabokaflod and the promotional gift sector (episode #3)

Event announcement: Jolabokaflod CIC is hosting a 30-minute live-stream podcast today—Wednesday, 18 December at 11.00 am. Anyone who is free is most welcome to join in…

Are you in business and looking to the commercial promotional gift sector to help you to make your holiday offerings stand out this Christmas? Tune into our latest podcast episode, where we dive into the booming trend of Jolabokaflod—the Icelandic Christmas tradition of gifting books—and explore how it can inspire your promotional gifting strategy this holiday season.

In this episode, we’ll explore how the principles of Jolabokaflod, which focuses on thoughtful, meaningful gifts, can be leveraged to create impactful promotional products that resonate with your clients and customers. We’ll discuss creative ways to tailor your holiday gifts to reinforce your brand’s values, boost customer loyalty, and leave a lasting impression.

From unique packaging ideas to selecting high-quality, personalised items, we’ll provide actionable insights that will help you elevate your brand’s presence during the festive season. Plus, we’ll share expert tips on how to make your promotional gifts a standout element of your marketing campaigns.

Whether you’re looking to expand your gift catalog or simply need some fresh ideas for this Christmas, this episode is a must-listen for anyone in the promotional products industry. Don’t miss out on the opportunity to make this holiday season your most successful yet!

Get into the Christmas spirit of Jolabokaflod by discovering how promoting reading for pleasure over the festive season can make the holidays more special and reignite a love for books to take into the New Year as a resolution you can keep.

On 18 December at 11.00-11.30 am GMT, join Christopher Norris in conversation with Mark Summers—Owner of Summers Print & Promotions—to discover how promotional gifts relate to Christmas and the Jolabokaflod tradition.

Share your questions with us in real time.

• YouTube link: https://www.youtube.com/watch?v=mQMci5Gcgks


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Jolabokaflod and literary agenting (episode #2)

Event announcement: The Jolabokaflod CIC is hosting a live-stream podcast today—Tuesday, 17 December. Anyone who is free is most welcome to join in…

Are you ready to unwrap the hidden strategies behind guiding authors to literary success this holiday season? In this seasonal podcast show, we embrace the spirit of Jolabokaflod, the Icelandic tradition of gifting and savouring books on Christmas Eve. Just as families exchange stories and ideas on that magical night, our special episode sheds light on the nurturing relationships between agents, authors, and publishers—all working together to spark the world’s next wave of literary brilliance.

Join us as we journey through the non-fiction book world’s back channels: from identifying untapped markets in business or science to shaping a memoir that resonates across continents. We delve into every step of an agent’s craft—understanding trends, refining pitches, and forging partnerships that ensure your favourite holiday reading pile is brimming with meaningful, impactful titles.

This season, find out how literary agents breathe life into ideas that can fill the long winter nights with insight, learning and hope. Whether you’re a budding agent, a curious author, or simply someone who cherishes the tradition of gifting knowledge and inspiration, this podcast invites you to celebrate the art—and the craft—of bringing non-fiction stories into the world’s festive reading rituals.

Get into the Christmas spirit of Jolabokaflod by discovering how the work of literary agents contributes to the festive season in the book trade, including being the first movers in the cycle of finding fabulous authors worthy of publication, helping to reignite your love of books over the holidays to take into the New Year as a resolution you can keep.

On 17 December at 2.00-2.30 pm GMT (9.00-9.30 am EST | 6.00-6.30 am PST), join Christopher Norris in conversation with Rita Rosenkranz—owner of her eponymous New York-based literary agency—on the topic of how agents help to make Christmas such a special time for books.

Share your questions with us in real time.

• YouTube link: https://www.youtube.com/watch?v=Stnyq2p8qeg

See you at the Jolabokaflod fireside chat event.

A recording of the session is available immediately after the livestream at YouTube.

Note: If you’d like to watch the previous Jolabokaflod session—Jolabokaflod as ageneric book promotion campaign—here is the YouTube link:

• YouTube link: https://www.youtube.com/watch?v=lQJ5yvv7V1U


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Jolabokaflod as a generic book promotion campaign (episode #1)

Event announcement: Jolabokaflod CIC is hosting a rescheduled live-stream podcast on Friday, 20 December. Anyone who is free is most welcome to join in…

Celebrate the magic of Jolabokaflod—the Icelandic Christmas tradition where books are exchanged on Christmas Eve—with our latest podcast episode focused on generic book promotion strategies. Whether you’re an author, publisher, or book lover, this episode offers valuable insights into how the spirit of this holiday tradition can inspire more effective book marketing.

In this episode, we dive deep into actionable book promotion techniques that go beyond the typical strategies, showcasing how to create a lasting impact in your audience’s minds. You’ll learn how to craft compelling book launches, build genuine author-reader connections, and utilise festive traditions like Jolabokaflod to ignite curiosity and generate buzz around your work.

We also explore unique ways to tap into the global love for books during the holiday season, offering tips on how to align your marketing with the seasonal spirit to increase book sales, visibility, and long-term readership.

Perfect for anyone involved in the literary world, this episode will provide fresh perspectives on how to make your book stand out in a crowded market. Don’t miss out on strategies that could change the way you approach book promotion. Tune in now and take your book promotion game to the next level!

Get into the Christmas spirit of Jolabokaflod by discovering how promoting reading for pleasure over the festive season can make the holidays more special and reignite a love for books to take into the New Year as a resolution you can keep.

On 20 December at 2.00-2.30 pm GMT (9.00-9.30 EST | 6.00-6.30 PST), join Christopher Norris in conversation with Andrew Hayward—pioneers of the celebration of #WorldBookDay in the UK (via the Booksn ginger group)—about the how to market the magic of books, especially to mark special occasions.

Share your questions with us in real time.

• YouTube link: https://youtube.com/live/w3F2d7gC7XY

See you at the Jolabokaflod fireside chat event.

A recording of the session is available immediately after the livestream at YouTube.

Note: If you’d like to watch the next Jolabokaflod session—Jolabokaflod and literary agenting—here is the YouTube link:

• YouTube link: https://www.youtube.com/watch?v=Stnyq2p8qeg


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Jolabokaflod—the podcast

I’d like to bring to your attention a new podcast that is launching today to promote Jólabókafló∂i∂—the Icelandic “Christmas book flood” literary tradition and to promote the joy of reading for pleasure globally

The first two shows will be livestreamed and recorded today, followed by three more episodes this week. In 2025, the plan is to host one programme per week.

You can watch and/or listen to all episodes (either live or as recordings) at the Jolabokaflod podcast YouTube channel: here is the link

More news will follow very soon.


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Let’s celebrate Sumarbokaflod

Ever wondered why summer is the perfect time to dive into a great book?

In the heart of Iceland’s winter, the tradition of Jolabokaflod, or the Christmas Book Flood, brings warmth and joy as people gift books on Christmas Eve and spend the night reading. Imagine channeling that same spirit into summer with a new tradition: Sumarbokaflod, the Summer Book Flood. In any given year, today’s date marks the halfway point between two Christmas Eves, so 23 June is exactly the right time to be celebrating this new literary anniversary.

As summer rolls in, bookstores and publishers flood us with a tsunami of book campaigns, urging us to find the perfect reads for our vacations, and libraries find themselves busier than at any other time of year. Whether you’re lounging by the beach, hiking in the mountains, or simply enjoying a staycation, there’s no better companion than a good book.

Just like the cosy nights of Jolabokaflod, Sumarbokaflod can transform summer into a season of literary adventure. Publishers can launch special summer editions, host reading events, and offer discounts, making it easier for everyone to discover new stories.

This wave of summer reading not only promotes relaxation and pleasure but also supports authors and the book industry at large. Let’s make Sumarbokaflod a staple of our summer experience, encouraging everyone to pick up a book and lose themselves in its pages.

Are you ready to embrace the Sumarbokaflod tradition and make summer your mid-year season of reading for pleasure?


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Christmas traditions (Christmas Day)

What is the origin story of the Christmas Boat Procession in Venice?

The Christmas Boat Procession in Venice, known as “La Festa di San Nicolò,” is a unique and centuries-old tradition in the city. While it may not be as well-known as some other Christmas traditions, it has a rich history rooted in the maritime culture of Venice. Here’s the origin story and some interesting anecdotes about the Christmas Boat Procession in Venice and how this tradition is used to celebrate Christmas:

Aerial view of Venice, Italy
  • Historical maritime city: Venice, Italy, is a city built on islands in a lagoon, and its history and culture are closely tied to the sea. Venice has a strong maritime tradition, and waterways are a central part of the city’s identity.
  • Patron Saint: San Nicolò (Saint Nicholas) is the patron saint of Venice and has a special place in the hearts of Venetians. Saint Nicholas is also the patron saint of sailors, making him particularly significant in a city that relied on maritime trade.

Interesting anecdotes about the Christmas Boat Procession

San Nicolò di Lido, Venice
  • The tradition: The Christmas Boat Procession in Venice is an annual event that takes place on 6 December, which is the feast day of San Nicolò. It typically includes a procession of boats, gondolas, and other watercraft adorned with festive decorations, lights, and nativity scenes.
  • Statue of San Nicolò: A statue of San Nicolò is central to the procession. The statue, often housed in the church of San Nicolò di Lido, is brought out and placed on a boat for a ceremonial voyage around the Venetian lagoon. The statue represents the saint’s protection of sailors and the city.
  • Nativity scenes: Many of the boats in the procession carry elaborate nativity scenes, adding a religious and festive element to the event. These nativity scenes are often beautifully crafted and illuminated.
  • Lighted candles: Participants in the procession typically carry lighted candles, creating a stunning visual spectacle as they glide along the city’s canals and lagoon. The flickering candlelight adds to the enchanting atmosphere.
  • Historic significance: The Christmas Boat Procession in Venice has been taking place for centuries and is a testament to the city’s rich maritime history and devotion to its patron saint, San Nicolò.
  • Community involvement: The procession involves not only religious institutions but also local communities, boat owners, and residents of Venice who come together to celebrate and participate in this cherished tradition.
  • Unique Venetian experience: The Christmas Boat Procession is a unique way to experience Venice during the holiday season. It provides a different perspective of the city, as it takes place on the water, away from the crowded streets and squares.
  • Cultural preservation: Efforts are made to preserve and pass on this tradition to future generations. It is a symbol of Venetian identity and a reminder of the city’s strong ties to the sea.
The Christmas Boat Procession, Venice

In a nutshell

The Christmas Boat Procession in Venice is a beautiful and culturally significant event that combines religious devotion, maritime heritage, and festive celebration. It offers locals and visitors alike a chance to experience the magic of Venice during the holiday season while honoring the patron saint of the city and its seafaring history.

Coda

Here are the Yule Lads, imagined by DALL-E 3, taking part in the Christmas Boat Procession by sailing on a gondola on the Grand Canal in Venice, Italy.


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Departure of the Yule Lads

The departure of the thirteen Icelandic Yule Lads, known as “Jólasveinarnir“, from Icelandic houses and communities occurs gradually between 25 December and 6 January. This period marks the end of their annual visitation. Here’s an overview of how their departure unfolds:

  • Christmas Day (25 December): The departure of the Yule Lads begins on Christmas Day, which is a significant holiday in Iceland. Traditionally, it’s believed that the Yule Lads leave the homes and communities where they’ve been causing mischief and return to their mountain abode, known as “Dimmuborgir,” which translates to “Dark Castles.” Families may leave out special treats for the Yule Lads as a gesture of farewell and gratitude.
  • 26- 31 December: Over the next several days following Christmas, the Yule Lads gradually make their way back to their mountain hideaways. Each night, one of the Yule Lads departs. The order of departure is generally the reverse of their arrival, with the last to arrive being the first to leave.
  • New Year’s Eve (31 December): On New Year’s Eve, it’s customary to celebrate with fireworks, as Icelanders believe that lighting fireworks helps to drive away the last remnants of the Yule Lads and other supernatural beings who may still be lingering.
  • 6 January (Þrettándinn – Epiphany): On Þrettándinn, Icelanders bid farewell to the holiday season. This day is marked by various customs and festivities, including bonfires and parades. It is believed that on this day, the Yule Lads return to their remote mountain homes, and the holiday season is officially over.

As the Yule Lads gradually retreat to their mountain home, and the atmosphere in Icelandic communities shifts from the playful mischief of the Yule Lads to the more solemn and reflective celebration of the New Year and Epiphany. The departure of the Yule Lads marks the transition from the festive holiday season to the beginning of the new year in Iceland, with each Yule Lad bidding farewell until their return the following December.


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The day after Jólabókaflóðið

Jólabókaflóðið (The Christmas Book Flood) is of course a beloved Icelandic tradition that takes place on Christmas Eve, rather than Christmas Day. On Christmas Eve, Icelanders exchange books as gifts, and it’s a cherished part of their holiday celebrations. Here’s how the tradition typically unfolds:

Reading together in front of a fire
  • Book giving: On the night of 24 December, it’s customary for Icelanders to exchange books as gifts with their loved ones. The books are typically wrapped and placed under the Christmas tree.
  • Reading together: After the exchange of books, it’s common for families to spend the evening reading. Many people enjoy a peaceful night reading their newly received books, often accompanied by hot cocoa or a festive drink and some chocolates.
  • Quiet celebration: Christmas Eve in Iceland is a quiet and contemplative time. Many businesses close early, and the streets become deserted as families gather to celebrate in the warmth of their homes.

While Jólabókaflóðið is the main book-related tradition associated with Christmas in Iceland, Christmas Day itself typically involves more traditional celebrations, including attending church services, enjoying a special holiday meal, and spending time with family and friends. It’s a time for reflection, relaxation, and festive gatherings, much like in many other countries.

Jolabokaflod CIC exists to promote Jólabókaflóðið everywhere else around the world, to ensure everyone has the chance to participate in this wonderful Icelandic tradition. Here are the Yule Lads, enjoying Jólabókaflóðið by opening their presents and reading the books they receive on Christmas Eve.


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Christmas traditions (Advent calendar, Day 24)

What is the origin story of Santa Runs?

Santa Run in a park

Santa Runs, also known as Santa Dashes or Santa Fun Runs, are festive events that involve participants dressing up as Santa Claus and running a designated route, often for charitable purposes. While the specific origin of Santa Runs is not well-documented, they are part of a broader tradition of holiday-themed fun runs that have become popular worldwide. Here’s an overview of the origin and some interesting anecdotes about Santa Runs and how this tradition is used to celebrate Christmas:

  • Emergence of fun runs: Fun runs, which are non-competitive running events designed for enjoyment rather than competition, have been a popular activity in many countries for decades. These runs often have themes and costumes, and they are organized for various purposes, including charity fundraising.
  • Santa costume element: Santa Runs incorporate the festive and recognisable image of Santa Claus into the fun run concept. Participants don Santa Claus costumes, complete with red suits, white beards, and hats, as they run or walk the designated course.

Interesting anecdotes about Santa Runs

Runners in different Christmas costumes
  • Charitable fundraising: Many Santa Runs are organised as charity fundraisers, with participants required to register and pay a fee, a portion of which goes to support charitable causes. These events often raise money for local charities, food banks, or other community initiatives.
  • World records: Santa Runs have gained popularity as opportunities to set world records for the largest gathering of people dressed as Santa Claus. Cities around the world compete to break these records each year, adding a sense of competition and camaraderie to the events.
  • All ages and abilities: Santa Runs are inclusive events that welcome participants of all ages and abilities. Families often participate together, and the runs typically have different categories to accommodate walkers, joggers and serious runners.
  • Variety of distances: While 5 km (3.1 miles) runs are common, Santa Runs can vary in distance. Some are shorter, family-friendly events, while others are longer and more challenging. The choice of distance often depends on the organizers’ goals and the preferences of the participants.
  • Festive atmosphere: Santa Runs create a festive atmosphere with holiday music, decorations and sometimes even snow machines (in regions where it doesn’t naturally snow). The sense of joy and merriment is a hallmark of these events.
  • Costume creativity: Participants often get creative with their Santa Claus costumes. Some opt for traditional Santa attire, while others put unique twists on their costumes, adding elements like tutus, holiday-themed accessories, or creative variations on Santa’s appearance.
  • Global participation: Santa Runs have become a global phenomenon, with events taking place in cities and communities around the world. Major cities often have their own annual Santa Run, attracting thousands of participants. In coastal areas, a variation on the theme is to go surfing dressed as Santa Claus.
  • Community engagement: Santa Runs are not only about running but also about community engagement and coming together to celebrate the holiday season. Many runs encourage spectators to cheer on participants and join in the festive spirit.

In a nutshell

Surfing Santas

Santa Runs have become a beloved and light-hearted way to celebrate the holiday season, promote physical activity, and raise funds for charitable causes. Whether it’s for fun, fitness, or fundraising, participants in Santa Runs enjoy the festive spirit of the event and the opportunity to spread holiday cheer while staying active.

Coda

DALL-E 3 today imagines the Yule Lads taking part in a Santa Run in Reykjavík alongside many other people dressed in Santa Claus costumes.


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Arrival of the thirteenth Yule Lad

Kertasníkir

Kertasníkir is also known as “Candle Beggar” or “Candle Stealer” in English. He is one of the Yule Lads, known as “Jólasveinarnir” in Icelandic. Kertasníkir makes his visit to Icelandic households on 24 December and is the final Yule Lad to arrive. His name reflects his unique behaviour. Let’s explore the specific characteristics and folklore associated with Kertasníkir:

This Yule Lad is often depicted as a somewhat solemn and dark figure, which is fitting for his role as the last visitor. His appearance suggests his association with the darkest night of the year.

Kertasníkir‘s mischievous behaviour revolves around candles. He is known for sneaking into houses on Christmas Eve to steal candles. In olden times, candles were a precious source of light during the long, dark Icelandic winters. Kertasníkir‘s goal is to take these candles, possibly leaving the household in darkness or depriving them of their Christmas candlelight.

Kertasníkir collects candles by secretly taking them from the homes he visits. The more candles he can take, the darker he leaves the house.