News - 04.08.2025

Thank you for the vacation!

For us in VR, frídagur verslunarmanna (commerce day) is one of the most important celebrations of the year, while also marking the end of the summer’s main travel weekend. People make their way home from festivals, summer cottages, and camping —often a little physically tired but mentally refreshed after the breakup of daily routines we all need. Yet, the routines are also welcomed as the wheels start turning again at work and at home. 

We often take it for granted that we get time off and the chance to enjoy a change of pace, but it wasn’t always that way. When frídagur verslunarmanna was first celebrated in 1894, it was in fact the first sign of paid leave for wage earners in Iceland. At that time, working people had no summer vacation, and weekends off were rare. Throughout the 20th century the labour movement fought to secure the right for workers to take time off, so that families, too, could experience a break from everyday life. That’s how union-owned summer cottages came into being—long before trips abroad became common. 

Today, shop workers share the frídagur verslunarmanna with all wage earners, though ironically, far too many shop workers still have to work on this day. Retail jobs are indeed essential jobs, as was made abundantly clear during the pandemic, when shop workers formed the front line along with other essential workers. Many stores respect this historic day and their employees by closing on frídagur verslunarmanna. Unfortunately, not all do—and there is a reason to encourage people to skip shopping today and rather enjoy the day off, with gratitude for the struggle that made it possible for all of us to have holidays. 

Whether you're at home or on the move, it’s a great time to check out VR’s new podcast, where we speak with three women who have significant experience working in retail. We talk to Guðrún María Jóhannsdóttir, who works at Húsasmiðjan in Selfoss, Alexandría Petrína Arnarsdóttir from IKEA, and Guðný S. Bjarnadóttir from Vero Moda—about retail work and much more. The podcast was launched as part of the Kvennaár (the women’s year), and more episodes are on the way. 

Let’s enjoy the holiday, know our history, and stand united in the fight for the rights and conditions of wage earners! Happy frídagur verslunarmanna.  

Halla Gunnarsdóttir 
Leader of VR