Bringing Jólabókaflóð to Your Store: The Winter Holiday for Book Lovers

Ever wished for a holiday dedicated to gifting books? Iceland has you and your customers covered with Jólabókaflóð! Pronounced “Yo-la-bok-a-flot,” this Icelandic tradition roughly means “flood of books” — and it’s every reader’s dream come true.

During World War II, Iceland faced shortages like the rest of the world, but paper wasn’t rationed, making books one of the few accessible gifts. The Icelandic people, who had recently gained independence from Denmark, leaned into this, gifting books and creating a treasured national tradition. The result? A country of passionate bookworms and an annual book-giving fest.

Since 1944, the Icelandic book trade has mailed a catalog to every household in November, just in time for the Reykjavík Book Fair. Families flip through the catalog, pick out books, and gift them to friends and family on December 24. After opening their gifts, everyone grabs a mug of hot chocolate, gets cozy, and dives into their new reads!

Now’s the perfect time to bring this tradition to your store! We’ve got brand new graphics and marketing tips for your social media, newsletters, and website, so you can jump right into the holiday fun. Here are a few ideas to join the flood of books on December 24.

Host a Cozy, Bookish Bash!

Set the mood with hot chocolate, mulled wine, or Iceland’s traditional jólabland — a fizzy combo of orange soda and cola (or add brown ale for an adult twist!). Decorate with wrapped “mystery” books for a fun book swap, and play a crackling Yule log on the screen for the ultimate cozy vibe.

Partner Up for the Comfiest Collaborations

Team up with local artisans of all things cozy! Think warm blankets, fluffy socks, handmade candles, and artisanal chocolates. Host a holiday market with these vendors, so customers can pick up everything they need for the perfect December 24 book night.

Organize a Book Swap

Get into the Jólabókaflóð spirit early with a community book exchange! Invite book clubs, reading groups, or neighborhood newcomers to trade beloved titles. Add a gift-wrapping station with ribbons and hot cocoa packets for extra flair.

Build a Jólabókaflóð Gift Station

Keep holiday shopping easy with a dedicated Jólabókaflóð display! Create ready-made kits featuring a pre-wrapped book, a cozy pair of socks, chocolate bars, a bookstore mug, and a book-themed candle. Let shoppers pick up a full kit or mix and match for the ultimate reader’s gift.

Set Up a “Flood of Books” Charity Drive

Invite your community to share the magic of books by hosting a holiday book donation drive! Partner with a local shelter, children’s hospital, or nonprofit to collect and distribute books to those in need. For every book donated, enter customers into a raffle to win a cozy Jólabókaflóð gift basket!