Jolabokaflod

Christmas Book Flood • Reading for Pleasure

Tag Archives: 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:

Comfort reading is not indulgence. It’s restoration.

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:

“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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DAY 1 — The First Snowfall of Reading Season

Jolabokaflod Advent Calendar 2025

There’s a moment every winter when the world changes all at once.

It happens quietly—almost shyly—when the first snowflakes drift past the window. Streets soften. Sounds become muffled. The light turns a gentler shade of silver. And for a few precious hours, the world gives us permission to slow down.

For many people, that first snowfall is the moment they finally exhale. For readers, it’s something more: an invitation. A reminder. A tug at an old, familiar thread of comfort. The first snowfall carries a secret message whispered only to those willing to hear it:

“It’s reading season.”

I remember one first snowfall in particular—a December morning years ago, long before Jolabokaflod became a part of my life’s work. I had been rushing, overstretched, juggling the many unnecessary urgencies we invent for ourselves in the run-up to Christmas. Then suddenly, there it was: a soft flurry outside the window. I stopped, mid-task. Without thinking, I made a cup of coffee, pulled a blanket over my lap, and picked up the book waiting quietly beside the sofa.

Thirty pages later, I realised I hadn’t looked at my phone once.

That morning taught me something I’ve since seen echoed in research, book clubs, libraries, and conversations with readers around the world: winter itself can be a catalyst for reading. The colder, quieter, darker days nudge us toward stories in a way summer rarely does. We’re less inclined to rush. We crave atmosphere. We want warmth—not just in temperature but in feeling.

So today, on the first day of our Jolabokaflod Advent Calendar, I invite you to embrace that small but powerful shift. Whether snow is falling where you are or only in your imagination, let this be your moment to pause—to choose a book that mirrors the pace of the season, and to let it carry you gently into December.

❄️ Today’s Reading Picks: “First Snowfall Reads”

Books with crisp air, quiet moods and the soft glow of winter light:

These books pair beautifully with early mornings, warm blankets and the sound of nothing much at all.

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

And if you want a second cosy corner to wander into, today’s recommended evergreen shelf is:
👉 The Cosy Winter Fiction Shelf

Let’s begin this season as gently as possible.
Let’s begin with a book.
Let’s begin with the first snowfall.


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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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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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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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‘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!