It’s the night before Christmas, and all through the house, pajamas are on, and the snacks are all out. The fireplace roars as we all settle down. In our favorite spots is where we can be found. The smell of books and hot chocolate abounds. Our stories we open and dive right in, to faraway worlds or fantasy lands we’re transported by pages held in our hands.  Welcome to Jólabókaflóðið a modern tradition.

It’s Jólabókaflóðið, and we love it—just don’t ask us to pronounce it! But we did find a video where a lot of people try.

Jólabókaflóðið is an Icelandic tradition that came about shortly after World War II. The word roughly translates to Christmas book flood. One thing that wasn’t rationed during the war was paper, and as many other gifts were in short supply, the Icelandic people started giving books on Christmas Eve.

Even when things returned to normal, this tradition lived on. For Iceland, the primary gift-giving is done on Christmas Eve, but Jólabókaflóðið remains one of their most celebrated traditions.

For retailers, this is a fun way to get people a little more interested in buying books for the holidays when everyone seems so focused on electronics and the newest gizmos. It’s a great way to hook those last-minute shoppers. There is something magical about sitting down with the weight of a book in your hands.

For you bookworms, this is just one more fantastic reason to get your friends and family a new book and curl up the night before Christmas with your favorite treats, a warm drink, and pages to turn.

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