When it comes to mail delivery service in Iceland, two days stand out from the rest. The first is when the IKEA catalogue arrives. The second is when the bókatíðindi shows up in the mailbox.
“This is the Christmas catalogue,” says Bryndís Loftsdóttir of the Icelandic Publishers Association, handing over a copy of last year’s glossy, 208-page tome. “It’s always the same,” she continues in an amused tone. “Weeks before this is published we anxiously get phone calls from people asking, ‘When is it coming? Can I get it now?’”
A copy of the bókatíðindi, which lists approximately 90% of the books published in Iceland each year, is mailed to every household in the country, free of charge. While in most countries the presents under the Christmas tree come in all shapes and sizes, Loftsdóttir jokes that in Iceland one finds a row of neatly wrapped books. “The book is still the most popular Christmas present in Iceland,” she says. There’s even a name for the phenomenon: the “jólabókaflóð,” which means Christmas book flood.
I like the photo at the link.