Although in many countries the book is considered a boring/unimaginative gift, in Iceland the books given as a gift are very much appreciated, what’s more, book buying is an integral part of the preparation for Christmas. Every year, a book catalog is published, which includes the books published before Christmas. This catalog is delivered to every household free of charge, and with it the starting gun that marks the beginning of the Christmas season goes off.
The popularity of the event known as the Christmas Book Flow (Jólabókaflóðið in Icelandic) is clearly demonstrated by the fact that the books sold during this time account for 40% of the annual book turnover. However, books are not just for decoration. After giving Christmas presents, it is a common custom to spend Christmas Eve reading newly received books.