I learnt something surprising while representing five Icelandic writers. Britain didn’t lose the tradition of gifting books at Christmas. We never adopted it in the first place.
In Iceland, they sell enormous quantities of books around Christmas. The tradition is called Jólabókaflóð — the “Book Flood.” Every household receives a catalogue of new releases, and families spend Christmas Eve exchanging and reading books together. Those few days account for around 40% of Iceland’s entire annual book revenue.
Britain has nothing comparable. And the timing matters, because reading here is in serious decline.
Just one in three young people aged 8 to 18 now say they enjoy reading in their free time, which is the lowest level since records began in 2005.
This isn’t just a literacy problem. Research shows that 6 minutes of daily reading can reduce stress by 60%. Reading improves empathy, focus, and mental health. And yet, we’re abandoning it precisely when we need it most.
That’s why this December, Goldsboro Books will celebrate Iceland’s Jólabókaflóð with two late-night shopping events in London and Brighton to encourage people to give books this Christmas.
We only sell signed first editions. You can’t get these just anywhere, and that exclusivity matters when you’re gifting. Choosing a book can feel risky. Will they already have it? Will they like it? But a signed, numbered, limited edition removes that uncertainty. It turns a gift into a keepsake.
The thought counts. A signed first edition makes that thought tangible.
We’re also inviting authors to join us on both evenings. There’s something electric about meeting the person who wrote the book you’re giving. At Goldsboro Book events, I’ve seen this countless times: conversations spark, readers connect, and suddenly, books aren’t just bought, they’re shared. People start thinking about who else might love this story.
These evenings will lead directly into GO ALL IN, launching in January 2026, a nationwide campaign from the National Literacy Trust and the U.K. Government to celebrate reading.
The idea is simple. When you give a book, you plant a seed. One person reads, then recommends, then passes it on. Reading becomes a habit, then a culture. It’s a snowball effect, but someone has to pack the first snowball.
Can two evenings in London and late night shopping in Brighton really start that? Maybe not alone. But they can start something that grows.
Iceland proves a nation can build an entire tradition around the joy of reading.
Britain never had one.
Perhaps it’s time we did.
- David H Headley
Celebrate the “Book Flood” with Goldsboro Books – late-night shopping events inspired by Iceland’s Jólabókaflóð and the magic of gifting books:
Event Details (LONDON):
📍 Goldsboro Books London
🗓 Two exclusive evenings: [ 4th & 11th December]
🕖 Open late (6-8pm) | Author Mingling • Signed first editions • In-Store Discounts
Event Details (BRIGHTON):
📍 Goldsboro Books Brighton
🕖 *Every Thursday evening from 20th Nov - 18th Dec |
Open late (6-8pm)
🍷 Mulled wine • Author mingling • Signed first editions • In-Store Discounts
