Jolabokaflod

Christmas Book Flood • Reading for Pleasure

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DAY 24 — Tonight, We Read

Jolabokaflod Advent Calendar 2025

At last, we arrive.

The days of anticipation are behind us. The lists have been written, rewritten, and finally set aside. The world feels quieter now — not because there is nothing left to do, but because something has been decided.

Tonight is for reading.

Jolabokaflod was never meant to be loud. It does not demand attention or insist on spectacle. It asks only for a book, a little time, and the willingness to be still. In a season so often filled with movement and noise that simplicity feels almost radical.

I like to think of Christmas Eve reading not as a tradition to perform, but as a threshold to cross. A moment when the year loosens its grip just enough for us to step into story — not to escape the world, but to return to it more gently.

Tonight, the book you open does not need to be impressive.
It does not need to be new.
It does not need to change your life.

It only needs to keep you company.

Whether you read for five minutes or fifty pages, whether you read aloud or silently, whether the house is full or completely still — the act itself matters. It marks the evening. It gives the season a resting place.

Across Iceland, across homes around the world, people are doing something quietly similar tonight. Sitting down. Opening a book. Letting words arrive one by one. Not rushing. Not measuring. Simply reading.

That shared stillness is the heart of Jolabokaflod.

Over the past twenty-four days, we’ve wandered through cosy corners, old favourites, short stories, slow reading, childhood memories, and last-minute gifts. But all of it has been leading here — to this moment, when the only thing left to do is begin.

📚 Tonight’s Reading Choice

There is no list today.
No recommendation to follow.
No shelf to browse.

Tonight, the right book is the one already in your hands.

So wherever you are, however you celebrate, I invite you to do one small thing before the evening slips away:

Sit down.
Open your book.
Read.

Let Christmas arrive quietly.
Let the story do its work.
And let this simple act carry you — gently — into the days ahead.

From Jolabokaflod to you:

Merry Christmas… And happy reading. 🎄📖


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DAY 19 — Books That Bring Back Childhood Christmas

Jolabokaflod Advent Calendar 2025

There are certain books that seem to carry Christmas inside them.

You open the cover, and suddenly you’re smaller. The room feels bigger. The lights are softer. Time stretches in that peculiar way it only ever did when you were young and December felt endless.

For many of us, our earliest reading memories are inseparable from Christmas. A book opened on the carpet while the adults talked. A story read aloud before bed. A familiar cover brought out once a year, like a decoration made of paper and ink.

These books did more than entertain us.
They taught us what comfort felt like.

I can still remember the particular hush of Christmas reading as a child — the sense that nothing else was expected of me in that moment. No achievement. No performance. Just attention and imagination. Looking back, it’s no surprise that so many lifelong readers trace their love of books back to these early, gentle encounters.

What’s remarkable is how powerfully these stories work when we return to them as adults.

We notice different things. We read with more patience, more tenderness. But the emotional core remains unchanged. The same sense of safety. The same quiet joy. The same feeling of being held by a story.

Today, on Day 19 of our Jolabokaflod Advent Calendar, I invite you to revisit — or pass on — the books that shaped Christmas reading for so many of us. Whether you’re giving them to a child, sharing them aloud, or reclaiming them for yourself, these stories still know exactly what to do.

🎄 Today’s Reading Picks — “Childhood Christmas Books”

Beloved stories that feel like coming home:

These are not just books. They are seasonal companions.

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

And if you’d like to continue the tradition:
👉 Visit the Giftable Hardbacks Shelf

  1. Journey — Dorling Kindersley: An illustrated history of the world’s greatest travels
  2. Jurassic World: The Ultimate Visual History — James Mottram: Definitive collector’s book, a must-have for fans of the action-packed dinosaur saga
  3. National Geographic Ultimate Visual History of the World — Jean-Pierre Isbouts: Here, in vivid colour and crisp narrative, is the sweeping story of the history of civilisation
  4. The Wonder of Life on Earth — Henry Gee: Astonishing and readable natural history giving an accessible introduction to the topic of life.
  5. The Illustrated World of Tolkien — David Day: Exquisite reference guide to Tolkien’s world and the artists his vision inspired.
  6. The Work of Art — Adam Moss: Guided tour of what goes on inside an artist’s head.
  7. The Natural History Book — Dorling Kindersley: Beautiful guide to Earth’s wildlife and natural history, including its rocks, minerals, animals, plants, fungi and microorganisms.
  8. Information is Beautiful — David McCandless: Visual guide to how the world really works, through stunning infographics and data visualisations
  9. Animalium — Jenny Broom: Rich, informative and truly wonderful cabinet of curiosities beautifully displayed in this imaginative book
  10. The Book of Symbols. Reflections on Archetypal Images — Taschen: Sets new standards for thoughtful exploration of symbols and their meanings
  11. The Illustrated Brief History Of Time — Stephen Hawking: Bring theories to life in a clear, captivating and visually engaging way
  12. The Secret Lives of Colour — Kassia St Clair: Excellent, innovative and idiosyncratic cultural history that will colour your thinking
  13. Atlas of the Invisible — James Cheshire and Oliver Uberti: Discover the hidden patterns in human society as you have never seen them before — through the world of data
  14. The Book of Trees: Visualising Branches of Knowledge — Manuel Lima: Stunning visual maps showing how humans organise knowledge.
  15. The Planets — Andrew Cohen and Brian Cox: Visually striking and intellectually generous.

This Christmas, remember the books that once made the world feel safe and magical.
They are still doing that work — quietly, patiently — for anyone willing to open them again.


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DAY 9 — Slow Down, You’re Reading Too Fast

Jolabokaflod Advent Calendar 2025

Somewhere along the way, many of us learned to read as if we were rushing through an airport.

Eyes scanning. Pages turning quickly. A quiet pressure to keep moving, to finish, to extract something useful before the next demand arrives. Even our reading — the very thing meant to slow us down — has learned to hurry.

Winter invites us to do the opposite.

I noticed this one December evening when I realised I had read several chapters without truly being in them. The words were familiar. The story was fine. But my attention was already halfway elsewhere. So I stopped. I went back a page. And this time, I read as if I had nowhere else to be.

The difference was immediate.

Sentences stretched. Images sharpened. Silence gathered between paragraphs. The book had not changed — my pace had.

Slow reading is not about difficulty or effort. It is about permission. Permission to linger on a line. To reread a paragraph because it felt good rather than because it was confusing. To let language work on you gently, instead of trying to work through it.

In a culture obsessed with speed, slow reading becomes a quiet act of resistance.

It says: I am allowed to take my time.
It says: This moment does not need to perform.
It says: Reading is not a race.

Today, on Day 9 of our Jolabokaflod Advent Calendar, I invite you to experiment. Choose a book that welcomes slowness. Read fewer pages than usual — but notice more. Let the rhythm of the words set the pace rather than your habit.

⏳ Today’s Reading Picks — “Slow Reading Essentials”

Books that reward patience, attention, and gentle presence:

These are not books to rush through. They are books to keep company with.

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

And if you’d like to stay in this slower rhythm:
👉 Visit the Reading-for-Pleasure Starter Shelf

Tonight, try reading less.
But notice more.
And let slowness return reading to what it was always meant to be: a place to rest.


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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:

“I chose this story for you.”

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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Help Us to Spread the Joy of Reading

Invitation to a free Jolabokaflod event: Quiz + Masterclass

Dear friends,

Given your interest in reading more for pleasure as part of your busy lifestyles—I’m writing to tell you and people in your networks about a new campaign being launched soon by Jolabokaflod CIC.

In celebration of World Book and Copyright Day (23 April 2025) and World Intellectual Property Day (26 April 2025), I’d love to personally invite you—and your friends, family and colleagues—to take our free Quiz—Your Book Persona Blueprint—to find out “What kind of reader are you?“

Quiz 💻 Your Book Persona Blueprint

📚 What kind of reader are you?
1️⃣ Casual reader
2️⃣ Literary Connoisseur
3️⃣ Bibliophile
4️⃣ Book Dragon

Once you have completed the Quiz, signing up to receive your Book Persona archetype report leads to the opportunity to attend a special, free online Masterclass event designed to inspire, uplift and reconnect us all with the joy of reading:

Masterclasses 📚 The Joy of Books—The Busy Person’s Guide to Reading for Pleasure and Mental Wellness
🗓️ 23 April 2025 | ⏰ 6.00 pm BST • 1.00 pm EDT • 10.00 am PDT
🌍 Live Online: LinkedIn • Facebook • YouTube
🗓️ 26 April 2025 | ⏰ 10.00 am BST • 2.30 pm IST • 7.00 pm AEST
🌍 Live Online: LinkedIn • Facebook • YouTube

Led by me, Christopher Norris, the pioneer of World Book Day in the UK and founder of Jolabokaflod CIC, these 60-minute masterclasses help busy professionals rediscover reading as a powerful leisure activity that supports mental wellbeing, creativity and personal growth.

Participants will:

✅ Discover their Book Persona archetype
✅ Learn how to make space for reading—even with full schedules
✅ Get curated recommendations and tools for lifelong reading habits
✅ Be invited to become a Reading Ambassador, by contributing a favourite book recommendation to our global BOOK BULLETIN catalogue by promoting the book they love in exchange for online visibility for their own project, service or business in the style of a free classified ad

It would mean so much if you could share the quiz event with your colleagues, clients, or community—and of course, I’d be delighted to have you join us personally.

If you’d like images, copy, or custom messaging for your internal channels or newsletters, I’m happy to provide.

Warmest thanks in advance for your support.


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How the UK Celebrates World Book Day

A Nation of Readers in Costume

Ever wondered why the UK turns into a sea of literary characters every March?

Every year, on the first Thursday of March, the UK bursts into a vibrant celebration of literature known as World Book Day. Schools, bookshops and libraries across the country unite to ignite a passion for reading among children of school age. But what makes this day so special, and how has it become such a beloved tradition?

A National Celebration of Reading

World Book Day in the UK is more than just a date on the calendar. It’s a nationwide initiative that aims to make books accessible to all children, regardless of background. Launched in 1997 by UNESCO and adapted uniquely for the UK and Ireland, the event promotes reading through various engaging activities.

One of the most iconic aspects of World Book Day is the distribution of free book tokens. Each child receives a £1 token, which they can use to purchase a special edition World Book Day book or put towards a book of their choice. This ensures that every child has access to a book they can call their own, fostering a love of reading from an early age.

Dressing Up: More Than Just Costumes

Ask any schoolchild what they love most about World Book Day, and chances are they’ll mention the costumes. Schools nationwide encourage pupils to dress as their favourite literary characters, turning classrooms into a colourful mix of Harry Potters, Alice in Wonderlands and Gruffalos. But beyond the fun, these costumes serve a deeper purpose—bringing stories to life and making books more interactive for young readers.

For many parents, however, the pressure to create elaborate costumes can be daunting. While some opt for detailed, homemade outfits, others prefer simple yet creative solutions—often making use of household items to transform their child into a beloved character. The emphasis is always on participation rather than perfection.

School Events and Community Engagement

Schools play a pivotal role in World Book Day celebrations. Teachers organise storytelling sessions, book swaps and author visits to inspire their students. Many schools hold “Drop Everything and Read” (DEAR) sessions, where the entire school pauses to read for a set period, reinforcing the idea that reading is both valuable and enjoyable.

Libraries and bookshops also join in the festivities—hosting workshops, readings, and signings with authors and illustrators. These events create an immersive literary experience that encourages children to explore different genres and discover new favourite books.

The Power of Representation in Books

A growing focus of World Book Day in recent years has been diversity in literature. Campaigns promoting books that reflect different cultures, abilities and experiences have gained momentum. Publishers and educators use the event as an opportunity to introduce children to books that feature characters from a range of backgrounds, ensuring that every child can see themselves represented in the stories they read.

The Digital Influence on World Book Day

With the rise of digital media, World Book Day has expanded beyond physical books. Many organisations now incorporate audiobooks, e-books and virtual storytelling sessions into their celebrations. Social media plays a significant role, with the hashtag #WorldBookDay trending across platforms as parents, teachers and other book lovers share their celebrations online.

The Lasting Impact

While World Book Day lasts only 24 hours, its impact endures throughout the year. By putting books in children’s hands—making reading an exciting, shared experience—the initiative contributes to lifelong literacy and a love of storytelling. Schools, families and communities continue to build on the enthusiasm generated, ensuring that books remain at the heart of children’s lives.

Do you think initiatives like World Book Day help foster a long-term love for reading?


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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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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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‘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!


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Books of the Day: one recommendation per time zone

The Spring Bank Holiday Monday is drawing to a close in the UK, traditionally a time when people first venture to the seaside in the knowledge that summer is just around the corner. National days leave in Britain are so called due to the tradition that banks are closed for business on these days, a custom harking back to the late 19th century when clerks needed branch closure time to update accounts and tally bookkeeping. Nowadays bank holidays are retained to give tired workers a decent break to relax and recover from the stress of life over long weekends and the opportunity to enjoy extra leisure time.

In the holiday spirit of today’s day off work, we are drawing attention to Jolabokaflod’s Book of the Day feature.

Every day of our campaign to celebrate the Sumarbokaflod season (from 25 April to 8 September 2019), we are publishing one recommendation suggestion from either an A-list celebrity reader or a crowdfunding contributor who has purchased a GBP £50.00 reward from our live Book Bulletin project.

Today, at a rate of one per hour, we are tweeting the first 12 books in the Book of the Day sequence, one title per time zone. From tomorrow onwards, we shall reveal each Book of the Day title on the day in which it features.

We hope you get inspired to read some of the Book of the Day titles recommended for you in the coming weeks and months, especially when you take a relaxing evening, a lazy weekend mini-break or a chilled-out vacation in order to read for pleasure.