The allure of Parnassus, the warmth of Bonnier’s buffet, local delicacies, and other literary delights fill Swedish bookstores year-round. However, the Swedish appetite for literature reaches its peak during the Christmas season, transforming bookstores into bustling hubs of activity. This festive surge is evident across the country, from coastal towns to arctic cities, with booksellers reporting brisk sales and long queues.
Joakim Karlsson of Bjäre Bokhandel in Båstad, a coastal town usually experiencing its peak season during summer, notes a significant increase in Christmas shoppers. This year’s holiday season, falling favorably for workers, has seen many flocking to their summer cottages, further boosting book sales. Popular choices include Alexander Navalnyj’s autobiography, ”Patriot,” and Ruth Kvarnström-Jones’s ”Väninnorna på Nordiska kompaniet.” Adding to the festive literary fervor, books by the Nobel laureate in Literature are also in high demand.
Further north, in the soon-to-be European Capital of Culture, Kiruna, Tora Lindberg of Kiruna Bokhandel echoes this trend. Han Kang’s books are flying off the shelves, a testament to the public’s curiosity about the Nobel laureate’s work. Amidst the chaos of wrapping gifts and managing long queues on Christmas Eve, Lindberg notes the popularity of locally flavored literature. Books like Stig Salming’s “Berättelsen om bröderna Salming,” about the Kiruna-born Salming brothers, and local history books resonate with customers, reflecting the city’s current transformation. Poetry, however, remains a less sought-after genre, a situation Lindberg laments, particularly regarding Linnea Axelsson’s ”Sjaunja.”
In Uppsala, Eija Lietoff of Läslusen, a children’s bookstore, experiences the Christmas rush firsthand. Local favorite Pelle Svanslös dominates sales, with Lietoff wrapping copies even as she speaks. While Läslusen typically focuses on children’s and picture books, a noticeable increase in demand for young adult fiction has emerged this year. Lietoff attributes this to increased media attention on youth reading habits, observing a correlation between news reports on the ”reading crisis” and subsequent sales of young adult books. Awards like the Alma Prize and August Prize hold less sway here, with children’s preferences, particularly for local favorites, driving sales.
The metropolitan hub of Stockholm presents a different picture. At Hedengrens Bokhandel, customers gravitate towards award winners – from the August Prize and Goncourt Prize to the Booker Prize – and books featured on best-seller lists, including the one published by DN. Anna-Lena Björkholm, a bookseller at Hedengrens, confirms the strong sales of Han Kang’s works and history books, including Neil Price’s ”Ask och Emblas barn” and Harald Jähner’s ”Hisnande tider.” Surprisingly, books about Adolf Hitler remain consistently popular. Björkholm also notes the changing customer demeanor during the peak Christmas rush, transitioning from focused book seekers to stressed and sometimes impatient individuals. However, Christmas Eve itself brings a calmer clientele, content with whatever is available.
The Christmas season in Sweden reveals a nation engrossed in literature, with diverse tastes shaped by local interests, award recognition, and media attention. From bustling coastal bookstores to the arctic charm of Kiruna and the historic streets of Uppsala, the common thread is a shared love of reading, amplified during the holidays. Whether it’s a Nobel laureate’s work, a local tale, or a critically acclaimed history book, the Swedish literary landscape thrives during Christmas, a testament to the enduring power of storytelling. The festive spirit intertwines with literary pursuits, creating a unique cultural phenomenon where books become cherished gifts and bookstores transform into vibrant community hubs.
