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The Hanukkah merch market has exploded. But are Jews feeling more represented?
(JTA) — It was early November when Nicholas Wymer-Santiago walked into his local Target in Austin, Texas, and realized it was beginning to feel a lot like Hanukkah.
Instead of an endcap with a limited array of Hanukkah basics, as he had seen in past years, there stretched out a whole aisle of holiday products: pillows; dreidel-shaped pet toys; window decals; menorahs in the shape of lions, corgis and whales; and so much more. Even the $5-and-under impulse-buys section filled with seasonal products had a supply of Hanukkah goods, including a Star of David-shaped bowl and a set of dishes labeled “sour cream” and “applesauce.”
“In a good way, it was overwhelming at first, because there’s so much and I kind of want to buy it all,” Wymer-Santiago recalled feeling as he stood in the holiday section, looking up at a large photograph of a Hanukkah celebration alongside others showcasing Christmas.
The higher education administrator at the University of Texas decided to limit himself, at first taking home just a tea towel and a matching mug printed with a Hanukkah motif.
“And then I came back twice, maybe three times and each time I bought more and more items that I know I probably don’t need,” he said. “I think I’ve just had so much excitement about the novelty of it all, and having the ability to purchase these items, many of which I’ve never seen before.”
Wymer-Santiago is hardly alone in loading his cart with Hanukkah merchandise. Across the United States, big-box stores appear to be stocking more Hanukkah products than ever — and while off-color items such as Hanukkah gnomes and “Oy to the World” dish towels have raised eyebrows, the real story might be that American retailers have decked their shelves with menorahs, tableware and other items that are appropriate, affordable and often downright tasteful.
For many American Jews, the result is a sense of inclusion at a time of unease — although some are wrestling with what it means to have access to a fast-fashion form of Judaica.
“It is very exciting to go into Target or Michaels or a Walmart and to see Hanukkah merchandise,” said Ariel Scheer Stein, an influencer who shares crafting and holiday content for Jewish families on Instagram, where she has more than 20,000 followers.
Social media influencers in Miami, New York City and Denver respond to the flood of Hanukkah products at their local Target shops in 2022. (Instagram/@jamwithjamie/@cupofjo)
“The feeling is almost like pride and like we’re being seen and represented,” Stein added. “In a sea of Christmas … it feels really great, even if it’s a much smaller representation, that the Jewish holiday is there also and the Jewish community is being acknowledged and represented.”
The idea that retailers have stocked up on Hanukkah goods to make Jews feel represented is tempting, but it’s probably not the only reason for a shift in the market, according to Russell Winer, deputy chair of the marketing department at New York University’s Stern School of Business. He said that while an endcap — the small set of shelves at the end of an aisle — might sometimes be given over for symbolic purposes, the devotion of an entire aisle at the busiest time of the year is purely a business decision.
“These stores are very sophisticated in what they put in them,” Winer said. “They’re not going to put stuff on the shelves, especially at the holidays, if they don’t think they’re going to sell.”
There are signs that the Hanukkah market might be much wider than the proportion of Americans who identify as Jewish, 2.5%, would suggest. Numerator, a respected consumer trends polling firm, found in a survey of 11,000 consumers conducted in January 2022 that 14% of respondents said they were “definitely” or “probably” celebrating Hanukkah this year, compared to 96% for Christmas. More than half of the Hanukkah celebrants said they expected to spend more than $50 on the holiday — suggesting that retailers can expect hundreds of millions of dollars in Hanukkah spending this year.
Part of that marketplace is the growing number of families in which Hanukkah is celebrated alongside other holidays, usually Christmas. Most American Jews who have married in the last decade have done so to people who are not Jewish, according to the 2020 Pew study of American Jews; most of them say they are raising their children exclusively or partly as Jews. They may want to have products that allow Hanukkah to share the stage equitably with the other celebrations in their family.
“I’m not terribly surprised from a cultural standpoint that there’s more merchandise,” said Winer, who is Jewish. He said he and his wife had purchased Hanukkah stockings for their grandchildren, who are being raised in two faith traditions. (Evangelical Christians and Messianics, those who adopt Jewish practices while believing in the divinity of Jesus, also represent an emerging market for Jewish ritual objects.)
Stein offered another theory to explain the uptick in interest in Hanukkah products: the fact that social media and Zoom meetings have made home lives more transparent than ever.
“The communal sharing of lives, whether you’re an influencer or even my friends on Facebook showing what their display is this year or taking a picture of a recipe they were really proud of, making latkes from scratch — there’s just more visibility than there has been in the past,” she said. “And that’s probably a factor.”
Whatever the reasons, shoppers are noticing. Like Stein and countless other Jewish influencers, Rabbi Yael Buechler, a devoted observer of Jewish consumer trends, has offered tours of Hanukkah merchandise to her social media followers. Wearing Hanukkah pajamas that she designed and sells, Buechler has posted 14 videos to TikTok showcasing the Hanukkah collections of national retailers and assigns each store a “yay” or “nay” based on several metrics, including whether items display accurate Hebrew or appear to be generic blue-and-white items being passed off as made for the holiday. The videos, which have been viewed hundreds of thousands of times, have given her a broad view of what’s available to the Hanukkah consumer.
Welcome to the second installment of Hanukkah merch: YAY or NAY? .@target edition .Items were rated by:If the product was beyond blue & white Correct Hebrew Whether the Hanukkiyah was kosher If the Hanukkah pun was goodWhether animal was Hanukkah punnable (i.e. Menorasaurus) .#hanukkahiscoming #hanukkahfails #hanukkahcountdown #hanukkahyayornay #yayornay #hanukkah2022 #targetfinds #hanukkahpresents #hanukkahpjs #hanukkahgifts #hanukkahcheck #chanukah2022
“I see a lot more products this year than any other year,” said Buechler, who works at a Jewish school outside New York City. “I see a lot of new prints. I see more creativity in the market. I see more humor in the market.”
Like Wymer-Santiago, Buechler said Target, which has 2,000 locations across the United States, stood out as offering the widest array of products and the lowest proportion of “fails,” or products that miss the mark religiously, culturally or aesthetically.
“They have really stepped it up,” Buechler said. “Target also carries the Nickelodeon ‘Rugrats’ Hanukkah sweatshirts that are just brilliant. … I would definitely say they get the biggest ‘yay’ for this year.”
Target, which has a track record of using inclusive imagery in its advertisements and in-store promotions, declined to answer questions about its offerings, including how much bigger its Hanukkah collection is this year than in the past and how widely the products for Jewish buyers have been distributed. But a spokesperson said the feeling Wymer-Santiago and Stein described after visiting their local stores is exactly what the company is trying to cultivate.
“Target is committed to creating an inclusive guest experience in which all guests feel represented,” the spokesperson wrote in an email. The spokesperson noted that Target’s Hanukkah assortment “was developed in collaboration with Jewish team members and input from our Jewish employee resource group” and crosses several of the retailer’s in-house brands.
One of those lines, Opalhouse by Jungalow, was created by a Jewish artist, Justina Blakeney. Last year, Blakeney’s first Hanukkah collection included plates and pillows, as well as a gold menorah shaped like a dove. This year, Blakeney added new pillow designs and a clay menorah.
Target’s website prominent promotes Hanukkah products, including from a house brand by a Jewish creator named Justina Blakeney. (Screenshot)
“If I could go back in time and tell elementary-school-aged Justina (or ‘Tina’ as I was called back then) that I would have a chance to design a Hanukkah collection for Target, I would have lost my mind,” she wrote in an October blog post revealing the collection.
Hanukkah goods have always been widely available through Jewish merchandisers and at synagogue bazaars — but those products have been available only to people who already engaged in Jewish communities. Amazon and other online retailers have increased access, but only for people who are hunting for Hanukkah supplies. A Hanukkah aisle at Target, in contrast, reaches the many Jews who may not already have robust holiday traditions.
Stein, who said she particularly regretted not snapping up a marble dreidel sculpture that quickly sold out at Target, said she saw only benefits in promoting major retailers’ Hanukkah offerings, even if doing so has made her something of an unpaid advertiser at times.
“Right now, especially with the rise of antisemitism, if there are ways that we can spur Jewish joy — and for me, that’s by sharing and inspiring people with different kinds of Hanukkah merch and home decor and jewelry — I think that’s great,” she said.
Not everyone is thrilled by the shift in the marketplace. The sweeping Hanukkah displays are drawing criticism from those who have long lamented that the American primacy of Christmas has caused Jews to focus too much on a minor holiday, while leaving holidays with more religious significance relatively uncelebrated.
“I think: What would it feel like to see a giant Shavuot display?” Wymer-Santiago said.
The fast-fashion aspect of the big-box retailers’ offerings, many of which are imported from China, also raises concerns about whether easy access to trendy Judaica comes at environmental and cultural costs.
“How about we don’t extract fossil fuels to make crap that no one needs and that makes Jewish communities less distinctive?” asked Dan Friedman, a writer and longtime climate activist, though he emphasized that systemic change, rather than tweaks to purchasing decisions by Jewish consumers, is needed to avert climate catastrophe.
For Buechler and others, the benefits of a mass-market Hanukkah merchandise boom outweigh any possible drawbacks.
“As a rabbi, I am all for anything that will make Hanukkah celebrations more engaging and potentially lengthen a family celebration,” said Buechler, who said her own collection had outgrown the four tubs it occupied several months ago, and that one of her favorite purchases was of a Hanukkah sweater for lizards that she bought for a friend’s guinea pig.
“I really do believe that owning different kinds of Hanukkah merch, whether apparel or otherwise, will increase the likelihood that a family will celebrate with friends with family for more nights than they would have last year,” she added.
Nicholas Wymer-Santiago takes a selfie showing off his menorah collection, mostly acquired at his local Target in Austin, Texas. (Courtesy of Wymer-Santiago)
Wymer-Santiago plans to celebrate the holiday with his family in Ohio, meaning that he will be leaving behind much of this year’s Target haul in his Austin apartment: the device that makes dreidel-shaped waffles, the window decals that advertise the holiday to passersby, the giant dreidel-shaped jar that he has filled with, well, dreidels. He said he planned to make room in his suitcase for at least one item: a $5 menorah that reminds him of his dog.
Wymer-Santiago said a piece of him worried that Target was taking advantage of his excitement about Jewish representation, the way it has been criticized for doing around LGBTQ Pride celebrations, to sell him stuff he doesn’t need.
“Every time I buy something from Target in general, but definitely for Hanukkah, I think about this,” he said. “But then I think: This thing is so cute. And I just need it.”
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New CD of Yiddish children’s songs by Vilna-born composer David Botwinik
A new CD was released this year of delightful Yiddish children’s songs, composed by the Vilna-born musician David Botwinik who died in 2022 at the age of 101.
The album, Zumer iz shoyn vider do, which translates to “Summer is finally here again”, was compiled by Botwinik’s son, Sender Botwinik. It features 36 tracks of melodies composed by David Botwinik set to the works of various Yiddish poets, including David Botwinik himself.
The text and music for most of the songs were originally published in Botwinik’s seminal songbook, From Holocaust to Life, published in 2010 by the League for Yiddish. On this new CD, these songs are brought to life through the voices of both children and adults, with Sender Botwinik on the piano; Ken Richmond on violin; Shira Shazeer on accordion, and Richmond and Shazeer’s son Velvel on trombone.
These recordings are valuable not only for people familiar with the Yiddish language and culture, but also for others looking for resources and inspiration. Singers, music teachers, choir conductors and Yiddish language students will find a treasure trove of songs about the Jewish holidays, family, nature and celebration.
Born in Vilna in 1920, composer David Botwinik’s life was filled with music and creativity from his earliest years. As a young child, he would walk with his father to hear the cantors at the Vilna shtotshul — the main synagogue in what is now Vilnius, Lithuania.
At age 11, he became a khazndl, a colloquial Yiddish term for a child cantor, performing in several synagogues in Vilna. At 12, he composed his first melodies. Later he undertook advanced musical study in Rome.
In 1956, he settled in Montreal, soon to become a leading figure in the city’s thriving Yiddish cultural scene. He worked as a music teacher, choir director, writer and publisher. As he wrote in From Holocaust to Life, he sought, most of all, to “encourage maintaining Yiddish as a living language.”
There are many standout pieces on the CD, but I want to point out several whose lyrics, in addition to the melody, were written by David Botwinik himself. “Zumer” (Summer), the first song on the recording, gives the CD its title. In a Zoom interview with Sender and his wife, Naomi, they said that “Zumer” won first prize in a Jewish song competition in Canada in 1975, and that he remembered singing in his father’s choir for the competition.
“Zumer” is a jaunty earworm that opens with a recording of David Botwinik reading the lyrics, followed by the song itself, performed by a magnificent chorus of children from four Yiddish-speaking families who met years ago at the annual Yiddish Vokh retreat in Copake, New York.
Another standout song is “Shabes-lid” (Sabbath Song) which David Botwinik’s grandchild Dina Malka Botwinik sings with a pure, other-worldly sound:
Sholem-aleykhem, shabes-lebn,
Brengen ru hot dikh Got gegebn,
Ale mide tsu baglikn,
Likht un freyd zey shikn.
“Sholem-aleykhem, shabes shenster,”
Shvebt a gezang durkh ale fentster,
Shabes shenster, shabes libster,
Tayerer, heyliker du.
Welcome, dear Shabbos,
Given by God to bring us rest,
To gladden those who are tired
To send them light and joy,
Welcome loveliest Shabbos,
The song drifts from every window.
Loveliest Shabbat, dearest Shabbos
Precious holy one.
Sender Botwinik’s website also includes a track of the same song recorded in the 1960s by the late Cantor Louis Danto. Both recordings are deeply moving.
As we enter the Hanukkah season, I’d like to point out my current favorite of Botwinik’s work, “Haynt iz khanike bay undz” (“Today is Our Holiday, Hanukkah”). Botwinik composed the words and music to this song shortly before his 99th birthday in December 2019.
On the CD, we hear him performing the song for his fellow residents at the assisted living facility Manoir King David, in Cote Saint-Luc, Montreal, with harmonies and accompaniment later added by his son. The lyrics are accessible and the melody is catchy, with clever compositional twists and turns.
This new CD is a beautiful homage to an extraordinary musician and a welcome addition to the world of Yiddish song.
To purchase the album, Zumer iz shoyn vider do, email info@botwinikmusic.com.
The post New CD of Yiddish children’s songs by Vilna-born composer David Botwinik appeared first on The Forward.
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Chicago Man Pleads Guilty to Battering Jewish DePaul University Students
Illustrative: Pro-Hamas protesters setting up an encampment at DePaul University in Chicago, Illinois, United States, on May 5, 2024. Photo: Kyle Mazza via Reuters Connect
A Chicago-area man has pleaded guilty to a misdemeanor battery charge he incurred last year for beating up Jewish pro-Israel students participating in a demonstration at DePaul University.
On Nov. 6, 2024, Adam Erkan, 20, approached Max Long and Michael Kaminsky in a ski mask while shouting antisemitic epithets and statements. He then attacked both students, fracturing Kaminsky’s wrist and inflicting a brain injury on Long, whom he pummeled into an unconscious state.
Law enforcement identified Erkan, who absconded to another location in a car, after his father came forward to confirm that it was his visage which surveillance cameras captured near the scene of the crime. According to multiple reports, the assailant avoided severer criminal penalties by agreeing to plead guilty to lesser offenses than the felony hate crime counts with which he was originally charged.
His accomplice, described as a man in his age group, remains at large.
“One attacker has now admitted guilt for brutally assaulting two Jewish students at DePaul University. That is a step toward justice, but it is nowhere near enough,” The Lawfare Project, a Jewish civil rights advocacy group which represented the Jewish students throughout the criminal proceedings, said in a statement responding to the plea deal. “The second attacker remains at large, and Max and Michael continue to experience ongoing threats. We demand — and fully expect — his swift arrest and prosecution to ensure justice for these students and for the Jewish community harmed by this antisemitic hate crime.”
Antisemitic incidents on US college campuses have exploded nationwide since Hamas’s Oct. 7, 2023, massacre across southern Israel.
Just last month, members of Toronto Metropolitan University’s Students for Justice in Palestine chapter spilled blood and caused the hospitalization of at least one Jewish student after forcibly breaching a venue in which the advocacy group Students Supporting Israel had convened for an event featuring veterans of the Israel Defense Forces (IDF).
The former soldiers agreed to meet Students Supporting Israel (SSI) to discuss their experiences at a “private space” on campus which had to be reserved because the university denied the group a room reservation and, therefore, security personnel that would have been afforded to it. However, someone leaked the event location, leading to one of the most violent incidents of campus antisemitism in recent memory.
By the time the attack ended, three people had been rushed to a local medical facility for treatment of injuries caused by a protester’s shattering the glazing of the venue’s door with a drill bit, a witness, student Ethan Elharrar, told The Algemeiner during an interview.
“One of the individuals had a weapon he used, a drill bit. He used it to break and shatter the door,” Elharrar said. “Two individuals were transported to the hospital because of this. One was really badly cut all his arms and legs, and he had to get stitches. Another is afraid to publicly disclose her injuries because she doesn’t want anything to happen to her.”
The previous month, masked pro-Hamas activists nearly raided an event held on the campus of Pomona College, based in Claremont, California, to commemorate the victims of the Oct. 7. massacre.
Footage of the act which circulated on social media showed the group attempting to force its way into the room while screaming expletives and pro-Hamas dogma. They ultimately failed due to the prompt response of the Claremont Colleges Jewish chaplain and other attendees who formed a barrier in front of the door to repel them, a defense they mounted on their own as campus security personnel did nothing to stop the disturbance.
Pomona College, working with its sister institutions in the Claremont consortium of liberal arts colleges in California (5C), later identified and disciplined some of the perpetrators and banned them from its campus.
In Ann Arbor, Michigan, law enforcement personnel were searching for a man who trespassed the grounds of the Jewish Resource Center and kicked its door while howling antisemitic statements.
“F—k Israel, f—k the Jewish people,” the man — whom multiple reports describe as white, “college-age,” and possibly named “Jake” or “Jay” — screamed before running away. He did not damage the property, and he may have been accompanied by as many as two other people, one of whom shouted “no!” when he ran up to the building.
Around the same time, at Ohio State University, an unknown person or group tacked neo-Nazi posters across the campus which warned, “We are everywhere.”
Follow Dion J. Pierre @DionJPierre.
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US Lawmakers Advance Bill to Designate Muslim Brotherhood as Terrorist Organization
US Rep. Mario Diaz-Balart (R-FL) talks with reporters outside a meeting of the House Republican Conference at the US Capitol on Dec. 20, 2024. Photo: Tom Williams/CQ Roll Call/Sipa USA via Reuters Connect
The US House Foreign Affairs Committee on Wednesday advanced legislation to designate the entire Muslim Brotherhood as a terrorist organization, continuing a bipartisan push in Washington to combat the global Islamist network.
Members of the committee voted to approve the bill on a bipartisan basis, with every Republican and several Democrats supporting the measure just over a week after US President Donald Trump signed an executive order directing his administration to determine whether to designate certain chapters of the Muslim Brotherhood as foreign terrorist organizations and specially designated global terrorists.
Notably, the legislation would require the US government to proscribe the Islamist network globally, while Trump’s order more narrowly directs Secretary of State Marco Rubio and Treasury Secretary Scott Bessent to submit a report “on whether to designate any Muslim Brotherhood chapters, such as those in Lebanon, Egypt, and Jordan.”
The legislation considered on Wednesday was spearheaded by Reps. Mario Diaz-Balart (R-FL) and Jared Moskowitz (D-FL).
“I am pleased that my bill to designate the entire Muslim Brotherhood globally as a terrorist organization has been approved by the full committee. This is a step in the right direction and further amplifies other efforts, like those of President Trump, to take decisive action against this insidious threat,” Diaz-Balart said in a statement.
“I thank Chairman [Rep. Brian Mast] for his leadership and the committee for advancing this bill to protect US national security interests and Americans by prohibiting US dollars from enabling the Muslim Brotherhood’s dangerous and pernicious activities while ensuring that MB members are blocked from entering the United States,” he continued.
Moskowitz similarly praised the committee for advancing the bill to a broader debate by the full House of Representatives.
“For decades, the Brotherhood has been tied to extremism and instability across the Middle East and around the world,” he said in a statement. “Other nations have already taken steps to investigate the Brotherhood and its affiliates, and the United States must have the authority to do the same.”
The Muslim Brotherhood, a transnational movement active in some 70 countries that preaches a vision of society governed by Sharia law, has been banned or designated as a terrorist group by several governments, including those in Egypt, Jordan, Saudi Arabia, the United Arab Emirates, and Bahrain. The Palestinian terrorist group Hamas has long been affiliated with the Brotherhood, drawing both ideological inspiration and even personnel from its ranks.
The US House version of the bill blacklisting the Muslim Brotherhood, HR 4397, was introduced in July. Sen. Ted Cruz (R-TX) introduced the companion Senate bill, S 2293, backed by a group of Republican co-sponsors. Together, the measures aim to push the president and secretary of state to identify the Brotherhood and all its branches worldwide as terrorist entities, a move that supporters say would close longstanding gaps in US counterterrorism policy and more closely align Washington’s stance with that of key Middle Eastern allies.
The legislation would expand the Anti-Terrorism Act of 1987 to explicitly include the Muslim Brotherhood, blocking its network from operating in the United States and imposing broad visa bans on individuals tied directly or indirectly to any of its global branches. The bill would require the State Department to map out every affiliated group worldwide and assess each for formal terrorist designation, effectively placing the entire Brotherhood ecosystem under unprecedented US scrutiny.
The measure outlines a direct connection between the Muslim Brotherhood’s ideological infrastructure and the terrorist groups it has inspired, including Hamas, whose terrorist activity remains at the forefront of US, Israeli, and European security concerns. Counterterrorism experts argue that targeting the Muslim Brotherhood’s sprawling network is an overdue step to combat the roots of Islamist extremism.
A recent report by the Institute for the Study of Global Antisemitism and Policy (ISGAP) found that Qatar has funneled roughly $20 billion into American schools and universities over five decades as part of a coordinated, 100-year project to embed Muslim Brotherhood ideologies in the US.
The 200-page report, unveiled in Washington, DC to members of Congress, chronicles a 50-year effort by Brotherhood-linked groups to embed themselves in American academia, civil society, and government agencies, exposing what ISGAP calls the Brotherhood’s “civilization jihad” strategy, while maintaining an agenda fundamentally at odds with liberal democratic values.