Iceland is the most literate nation in the world, and their book publishing is concentrated between September and November. In addition, they have a strong tradition of giving books as gifts, and reading is enjoyed by a very large portion of the population. There's more information here: https://www.npr.org/2012/12/25/167537939/literary-iceland-revels-in-its-annual-christmas-book-flood
It helps that two of us in my family are librarians, and we carefully monitor what each is reading and wanting to read for book ideas. You don't need to be in the book business, though, to pick out thoughtful titles for your family members. I collect ideas throughout the year, which might come from book reviews, book displays at libraries or book stores, lists of "best books," or publications like BookPage, available free from the library. (Bookstores have a similar publication.) I also consider personal likes and hobbies and how much time each reader might have. And if there isn't anyone in your family to select your book, make a suggestion or get your own!
The seven books that I've received are pictured. I've enjoyed each one and was glad to be introduced to authors Jenny Colgan and now this year to Matt Haig through my Jolabokaflod gifts! As you can see, there is a strong literary bent here, although each is unique.
It's a Christmas tradition well worth starting. Collect your ideas now for 2022. Then prepare yourself for to leave the hectic rush behind and to dive into a new book--and chocolate--on December 24!