The retail cycle each year, from the launch of new books to the reading of these books at Christmas, is known as Jólabókaflóð, which translates roughly into English as ‘Christmas book flood’.This tradition began during World War II once Iceland had gained its independence for Denmark in 1944. Paper was one of the few commodities not rationed during the war, so Icelanders shared their love of books even more as other types of gifts were short supply. This increase in giving books as presents reinforced Iceland’s culture as a nation of bookaholics – a study conducted by Bifröst University in 2013 found that half the country’s population read at least eight books a year. Every year since 1944, the Icelandic book trade has published a catalogue – called Bókatíðindi (‘Book Bulletin’, in English) – that is sent to every household in the country in mid-November during the Reykjavik Book Fair. People use the catalogue to order books to give friends and family for Christmas. During the festive season, gifts are opened on 24 December and, by tradition, everyone reads the books they have been given straight away, often while drinking hot chocolate or alcohol-free Christmas ale called jólabland.

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