Jolabokaflod

Christmas Book Flood • Reading for Pleasure


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DAY 4 — The Cup-of-Hot-Chocolate Books

Jolabokaflod Advent Calendar 2025

Some books don’t ask to be analysed.
They ask only to be held.

Held the way you hold a warm mug on a cold evening. Fingers curved around ceramic. Steam rising toward your face. A soft pause between one small sip and the next. These are the books I think of as hot-chocolate books — stories that warm you from the inside out.

I first noticed this kind of reading on a winter evening when the day had been heavy for no obvious reason. Nothing dramatic. Just one of those tired, emotionally cluttered days that December seems so good at producing. I made hot chocolate almost without thinking, opened a book at random, and somewhere between the sweetness and the softness of the words, I felt my shoulders lower.

That’s when I realised something important:

We live in a world that constantly invites us to optimise even our leisure — to learn more, grow faster, consume smarter. But winter asks something different of us. It asks us to be gentler. It asks us to choose warmth over acceleration. And few things do that as reliably as a truly comforting book.

These are the stories where not much explodes. Where kindness appears quietly. Where the stakes are human rather than heroic. They are perfect companions for evenings when the dark arrives early and the only plan is to stay in.

So today, on Day 4 of our Jolabokaflod Advent journey, I invite you to choose a book the way you might choose a hot drink: not for its prestige, but for how it makes you feel when you take the first sip.

Today’s Reading Picks: “Hot-Chocolate Comfort Reads”

Books that soothe, soften, and wrap you up in story:

These are books you can return to when the world feels a little too sharp around the edges.

You can explore the full Advent Calendar titles here:
👉 Explore the Advent Calendar collection on Bookshop.org

And if you’d like to wander a little further:
👉 Visit the Cosy Winter Fiction Shelf

Tonight, may your book be warm.
May your drink be sweet.
And may the world feel just a little kinder.


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DAY 3 — The Most Memorable Book I Ever Received

Jolabokaflod Advent Calendar 2025

There are many gifts we forget. Some we remember for a season. But a few linger for a lifetime, quietly shaping who we become. More often than not, those are the gifts that came wrapped not just in paper, but in story.

I can still remember the weight of one particular book in my hands as a child—the satisfying density of it, the faint smell of ink and dust, the way my name had been written carefully on the inside cover. I don’t remember what else I received that year. I don’t remember the toys, the clothes, the noise. But I remember that book. I remember where I sat when I opened it. I remember how it felt to realise that something inside those pages now belonged to me.

That is the quiet power of giving a book.

Unlike most gifts, a book does not announce itself all at once. It unfolds slowly. It waits. It meets the reader in private moments—in bed after the lights go out, on the sofa while the house sleeps, in the quiet spaces between the busyness of life. A book becomes more than an object. It becomes a companion. A refuge. Sometimes even a turning point.

When we speak about Jolabokaflod—the Icelandic tradition of gifting books on Christmas Eve—we often talk about culture, community, and reading habits. But at its heart, the tradition is deeply personal. It’s about saying to someone, quietly and with care:

Today, I invite you to pause and think about the most memorable book you ever received. Who gave it to you? Where were you? What did it awaken in you? Often, when we trace our reading lives back far enough, we find that everything began with a single, thoughtful gift.

That’s why, on Day 3 of our Advent journey, today’s focus is on books that make unforgettable presents—the kind that live on long after the wrapping paper is gone.

🎁 Today’s Reading Picks: “Most Memorable Book Gifts”

Timeless, emotionally resonant titles that make extraordinary presents:

These are the books people return to decades later and still remember who gave them.

You can explore the full Advent Calendar curated shelf here:
👉 Explore the Advent Calendar collection on Bookshop.org

And for even more timeless choices:
👉 Visit the Jolabokaflod Classics Shelf

If you’re giving a book this Christmas, you’re not just giving a story.

You’re giving a future memory.

Choose it with care.


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DAY 2 — The Hygge Reading Nook Challenge

Jolabokaflod Advent Calendar 2025

There’s a particular kind of happiness that arrives not in grand gestures, but in the quiet rearranging of a corner of your home. A lamp moved a little closer. A blanket folded just so. A mug placed within easy reach. And suddenly, what was once simply a chair becomes something far more powerful: an invitation to read.

For me, the discovery of hygge years ago didn’t come from a book or an article—it came from a moment. A dreary December afternoon, the kind where the sky hangs low and everything feels slightly unfinished. I lit a small lamp, wrapped a blanket around my shoulders, and sat down “just for a minute”. That minute became an hour. That hour became the start of a ritual that has stayed with me every winter since.

Because here’s the truth we often forget:
Adults don’t just need more time to read. They need more reasons to begin.
And nothing encourages beginning quite like a cosy, welcoming nook.

The beauty of a reading nook is that it doesn’t need to be elaborate. You don’t need a fireplace or a bay window or a perfectly curated stack of Pinterest-worthy décor. All you need are three things:

  1. A comfortable seat
  2. A forgiving light source
  3. A sense of shelter

The shelter is the secret ingredient. It might be the way a blanket drapes over your knees. Or how the chair angles away from the busyness of the room. Or even the presence of a cat who is absolutely convinced this nook was created for them.

Today, for Day Two of our Jolabokaflod Advent Calendar, I invite you to join the Hygge Reading Nook Challenge:

And once you’ve done that, you’ll need the right book: something warm, atmospheric, and comforting enough to justify staying put for just one chapter more.

Today’s Reading Picks: “Hygge Nook Essentials”

Books that pair beautifully with soft light, blankets, and unhurried evenings:

You can explore the full Advent Calendar titles here:
👉 Explore the Advent Calendar collection on Bookshop.org

And if you want even more comforting choices:
👉 Visit the Cosy Winter Fiction Shelf

Whether your nook is humble or heavenly, minimal or magical, let it become your daily December refuge.

May it bring you warmth, rest, and many beautiful pages.


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The future of reading? AI meets Jolabokaflod (episode #5)

Event announcement: Jolabokaflod CIC is hosting a 30-minute live-stream podcast today—Friday, 20 December at 10.30 am. Anyone who is free is most welcome to join in…

This Christmas season, discover the intersection of AI and literature in a unique and timely podcast episode all about Jolabokaflod—the Icelandic Christmas tradition of gifting books. Join us as we explore how artificial intelligence is transforming the way we write, publish, and experience books, especially during the holidays.

In this episode, we delve into how AI can enhance the book discovery process, from personalised recommendations to AI-driven writing tools that help authors craft their stories. We’ll explore the growing role of AI in the literary world, from automated editing and book marketing to the creative collaboration between humans and machines.

As we embrace the magic of Jolabokaflod, a tradition that celebrates the joy of reading on Christmas Eve, we’ll also reflect on how technology is shaping the future of storytelling. Whether you’re a writer, reader, or simply looking for fresh ways to make your Christmas reading even more exciting, this episode will open your eyes to how AI and books are making the holidays brighter. Tune in for a fascinating look at the future of literature in the age of AI and join the conversation about the books we’ll be reading and gifting this Christmas.

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 10.30-11.00 am GMT, join Christopher Norris in conversation with Georgia Kirke—Founder of ClioBooks.ai—to discover how AI impacts books, especially in relation to Christmas and the Jolabokaflod tradition.

Share your questions with us in real time.

• YouTube link: https://www.youtube.com/watch?v=ZvQRRJwtHv0


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From sleigh bells to book sales: Christmas PR strategies (episode #4)

Event announcement: Jolabokaflod CIC is hosting a 30-minute live-stream podcast tomorrow—Friday, 20 December at 9.45 am. Anyone who is free is most welcome to join in…

As the holiday season approaches, there’s no better time to unwrap a winning strategy for your book’s publicity. In our latest podcast, we dive into the magic of Jolabokaflod — the Icelandic tradition of gifting books on Christmas Eve — and how it can inspire your book PR strategy this festive season.

Join us as we explore how authors and publishers can harness the power of holiday gifting to boost visibility, connect with readers, and tap into the spirit of Christmas. From creating buzz in the weeks leading up to Christmas to leveraging social media and influencer collaborations, we cover actionable tips on making your book the gift everyone’s talking about.

This episode offers practical insights for authors, marketers, and publishers looking to elevate their book’s presence during the busiest shopping season of the year. Whether you’re preparing for a holiday book launch or aiming to maximize seasonal sales, this podcast will help you craft a compelling PR campaign that resonates with readers looking for that perfect gift.

Tune in for a festive, PR-packed conversation that will help your book shine bright this Christmas!

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 9.45-10.15 am GMT, join Christopher Norris in conversation with Tony Mulliken—Founder of Midas PR—to discover how book PR impacts book sales, especially in relation to Christmas and the Jolabokaflod tradition.

Share your questions with us in real time.

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


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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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Christmas traditions (Advent calendar, Day 1)

What is the origin story of the Advent calendar?

The tradition of advent calendars can be traced back to Germany in the 19th century. The word “Advent” comes from the Latin word “adventus,” which means “coming” or “arrival.” Advent calendars were created as a way for Christians to mark the 24 days leading up to Christmas, which is the celebration of the birth of Jesus Christ. It served as a way to build anticipation and prepare spiritually for the Christmas season.

The earliest advent calendars were simple chalk lines drawn on doors or walls, with a chalk mark made each day to count down to Christmas. Eventually, this practice evolved into the use of candles, where a new candle would be lit each day. The modern advent calendar, as we know it today, with small doors or compartments containing hidden treats or pictures, emerged in the early 20th century.

Interesting anecdotes about Advent calendars

  • Invention of the first printed Advent calendar: In the early 20th century, a German named Gerhard Lang is often credited with producing the first printed advent calendar. He was inspired by a childhood memory of a calendar his mother made for him with 24 small candies attached to a piece of cardboard.
  • Religious and secular Advent calendars: While advent calendars have their origins in the Christian tradition of counting down to Christmas, many modern advent calendars are secular and may contain chocolates, toys, or other small gifts. Some advent calendars even feature popular non-religious symbols like Santa Claus.
  • Variety of designs: Advent calendars come in a wide variety of designs and themes. Some are traditional, featuring nativity scenes and religious imagery. Others may showcase winter scenes, Santa Claus, or beloved characters from books and movies. There are even DIY advent calendars that people create with personalized themes.
  • International appeal: The use of advent calendars has spread beyond Germany and is now popular in many countries around the world. Each culture may have its unique take on the tradition. For example, in Sweden, it’s common to have an advent candle, and in Iceland, there’s a tradition of giving books on Christmas Eve, which aligns with the advent season.
  • Advent calendar records: In 2007, a Guinness World Record was set for the largest advent calendar. It was created in the UK and measured over 71 meters in length, with each day’s door measuring about 3.5 meters high.
  • Advent calendars in pop culture: Advent calendars have made their way into pop culture, with many companies producing special advent calendars featuring products like makeup, skincare, and gourmet foods. These calendars have become highly sought-after collector’s items.
  • Charity Advent calendars: Some advent calendars are designed to promote charitable giving. Instead of receiving gifts or chocolates, each day may reveal a charitable act or donation to be made, encouraging kindness and generosity during the holiday season.

In a nutshell

Advent calendars have evolved over the years from simple chalk marks to complex and creative designs. They continue to be a beloved tradition that brings joy and anticipation to the Christmas season for people of all ages, both for religious and secular celebrations.


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The Christmas Cat

Christmas is not only a time in Iceland to celebrate the nation’s love of books; it’s also a time to get serious about wrapping up warm. If Icelandic children don’t get new clothes for Christmas, legend has it that a monstrous black Yule Cat will pounce and eat them up. It makes sense for parents to clothe their children well to keep them well-protected against inclement weather.

Although the origins of the myth are hazy, the cat is related to the story of the ogress Grýla and her thirteen Yule Lad offspring. The feline menace was popularised in a famous poem by Jóhannes úr Kötlum (1899–1972) – ‘Jólakötturinn‘ (‘The Christmas Cat‘) – that was in turn put to music by pop icon, Björk.

All the more reason to snuggle up in comfort reading next to a roaring fire, drink in hand, reading a new book gifted for Christmas, while the wind, rain and snow rage outside.

Happy Jolabokaflod. This Christmas, may you give the books you cherish, receive the books you desire, and read the books you love.


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Secret Santa 2022

From Thanksgiving to Christmas, Jolabokaflod CIC is hosting a worldwide party to celebrate the joy of reading. This year we are celebrating Jólabókaflóðið (The Christmas book flood) by sharing with you the chance to gift and receive books from reader friends around the world you have yet to meet.

All you have to do to take part in this Secret Santa book gifting campaign is to send us your first name and best email address via this landing page website: Secret Santa Book Gift. In return, we shall send you full details about how the process works, beyond the basic information on the landing page.

What are you waiting for? Santas of the world, unite! Let’s have some fun.


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‘Reading for Pleasure’ cash prize competition announced

Here is our press release about a new competition to promote Jolabokaflod (Christmas book flood), the 75-year-old Icelandic literary tradition: Jolabokaflod launches ‘Reading for Pleasure’ competition at 12R Prizes.

Jolabokaflod CIC’s £500 cash prize contest opened on 26 October 2019 (First Day of Winter in Iceland) for entries in less than 500 words to be submitted until Christmas Eve (the culmination of Jolabokaflod in Iceland). The competition is open to everyone in the book trade and in the general public beyond (as long as they not involved with the judging process): the application for the ‘Reading for Pleasure Prize’ is hosted on the 12R Prizes platform: Reading for Pleasure Prize.

We are looking for entries that have the following characteristics:

  • ORIGINALITY: Innovative solutions that have the power to capture people’s imaginations.
  • IMPACT: Disruptive ideas that have the potential to break through into the book trade and the public sphere via the press and media.
  • FEASIBILITY: Practical ideas that can be implemented with reasonable allocation of time, money and other resources and that have the potential to be replicated easily elsewhere.
  • PUBLIC INTEREST: Compelling ideas that can re-engage people with the idea that reading for pleasure is an enjoyable and valuable entertainment choice at any time of year.

An international panel of book-trade experts will judge the eligible entries. A shortlist of potential winners will be announced on New Year’s Day with the winner revealed on 6 January 2020 (Twelfth Night).

From 7 January to 14 February 2020 (International Book Giving Day), Jolabokaflod CIC will run a crowdfunding campaign at CrowdPatch to put the winning entry into action by raising money, awareness and engagement.

We invite everyone reading this announcement to submit your entries for the ‘Reading for Pleasure Prize’ competition. Good luck!