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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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OneTable reimagines Shabbat dinner program amid safety concerns, layoffs and budget crisis
(JTA) — When the Shabbat-dinner nonprofit OneTable slashed a quarter of its staff last month, it wasn’t only because of a budget crisis.
It’s true that fundraising was way down. But the group was also responding to what it sees as important shifts in how Jews gather, citing its growing sense that Gen Z is less likely than others to want to open doors to their home.
Now, OneTable is revealing a raft of new pilot programs and policies, including a move away from its defining practice of subsidizing dinners; a new policy barring anti-Israel events; a renewed focus on young Jews; and a shift toward partnerships with emergent Shabbat “clubs” to lift the burden and risk of hosting at home.
“In this world right now, the idea of welcoming something, someone into your home is scary to people,” said OneTable’s new CEO, Sarah Abramson, who joined the company in May. “All of these things are actually creating barriers to people wanting to host in their homes, and so we know that we need to bring OneTable out into the world.”
At the same time, the group is centralizing its operations. While the 14 layoffs took place across the company, Abramson said OneTable had focused in part on field managers, who served as regional liaisons with hosts and potential hosts.
“If a person in that community really saw that field manager as the face of OneTable, and for whatever reason, did not feel like that person spoke to them or was not aligned with their Jewish values and how they want to Shabbat, then often they would kind of discount OneTable,” she said.
The changes come as Israel looms large over Jewish nonprofits, influencing fundraising and engagement while also at times laying a minefield, especially for younger Jews who are increasingly divided in their sentiments.
OneTable says the number of people participating annually in Shabbat dinners it supports doubled after Oct. 7, 2023, in keeping with a “surge” of Jewish engagement that many organizations observed following Hamas’ attack on Israel. Before the resulting war in Gaza, 42,000 people a year were attending OneTable dinners. After, the number reached 80,000, according to the group.
But the group struggled to keep pace when it came to fundraising. In 2024, OneTable ran a deficit of more than $900,000, spending about $10.6 million while bringing in just over $9 million in contributions, according to their tax filings that year. That represented a sharp decline in funding from 2023, when the organization reported nearly $12 million in contributions and ended the year in a surplus.
“In full transparency, our philanthropy has not kept pace with the volume,” Abramson said.
Prior to joining OneTable, Abramson worked as the executive vice president for strategy and impact at Combined Jewish Philanthropies, Boston’s Jewish federation. There, she oversaw grantmaking as well as the nonprofit’s $60 million post-Oct. 7 Israel emergency fund.
As Jews across the United States flooded funds like that with nearly $1 billion, concerns quickly emerged about whether the donations would supplant other giving. The answer at OneTable, at least, appears to be yes, Abramson said.
“Eighty thousand participants requires so much more philanthropic support at a time where, rightly, philanthropic support for the Jewish community was directed towards Israel, and really thinking about other priorities,” she said.
Gali Cooks, the president and CEO of Leading Edge, a nonprofit that provides training, research and support for Jewish nonprofits, said that there was also a “tricky confluence right now of rising demands and rising costs” within the Jewish nonprofit sector.
Cooks said that, across the sector, nonprofit leaders were realizing that they have to “think smaller and bigger at the same time” — as OneTable says it is doing.
“Within each organization, leaders are trying to achieve more focus and clarity and streamlining toward the mission,” said Cooks. “But between organizations, they’re striving for more collaboration, more partnerships, shared infrastructure, and shared planning. That’s true in the conversation about talent, board excellence, and leadership development, but I think it’s also true about things like antisemitism, security, Israel engagement, and more.”
The changes underway at OneTable include formalizing a stance on Israel for the first time. Earlier this month, the organization added a list of its “core commitments” to its website that included a section outlining drawing a hard line against anti-Israel advocacy.
“We do not formally partner with, or support, any organization, Shabbat dinners, or gatherings that call for Israel’s destruction or in any way question Israel’s right to exist,” the section reads. “We do not fund dinners that align with any political party or candidate.”
At the same time, the group is aiming to stoke Israel talk at the Shabbat table. The group has a new partnership with Resetting the Table, a Jewish nonprofit that teaches dialogue skills, to “allow our Shabbat tables to become nuanced places for hard conversations,” Abramson said during a presentation about at the Jewish Federations of North America annual conference in November.
“We also are doing a lot of pilots based on research that enable the skill of hard conversations for Shabbat,” Abramson told JTA. “For example, we have a pilot right now with Resetting the Table, helping a lot of our hosts think through, how do you actually have deep, meaningful conversations, often about Israel, but not only, particularly in the American context right now.”
For some, the changes mark an unhappy end to OneTable as a respite for young Jews from the pitched ideological divides over Israel that increasingly characterize Jewish experiences.
Alexis Fosco, a former OneTable employee, posted on LinkedIn last month in an announcement of her departure that she was “frustrated at Jewish funders withdrawing from diaspora-focused work, leaving the staff who are already subsidizing their causes to absorb the impact.” She indicated that she had not been among the laid-off workers.
“I keep thinking about how funding-driven scope creep takes hold,” continued Fosco. “It’s heartbreaking and spiritually exhausting to pour yourself into an organization and walk away realizing the work no longer aligns with what you set out to build or believe in.”
Three former field managers did not respond to JTA requests for comment.
Abramson said the nonprofit’s new initiatives would be rolled out as pilots over the coming year. But even if the tests are temporary, they mark a significant shift for the nonprofit that has long been synonymous with underwriting the costs of serving Shabbat dinner at home. Hosts have historically received $10 stipends for each registered guest at their OneTable dinners.
An analysis of host patterns found that a small number of repeat hosts were racking up disproportionate subsidies.
In September, after one former OneTable host posted about their dismissal from the program on Facebook, Dani Kohanzadeh, OneTable’s senior director of field, told JTA that it had let go of just under 50 hosts in one week. But she said that the decision was not primarily financial.
“It’s not about balancing the budget,” said Kohanzadeh. “We didn’t make this decision based on the financial cutoff, it’s based on the overall experience with our support.”
Now, Abramson said the organization plans on rolling out alternative incentives for hosting Shabbat, including a “point” system in which points can be exchanged for prizes including, potentially, trips to Israel and elsewhere.
“OneTable’s model really works for a lot of people … so we want to ensure that people who are finding a lot of meaning and financial support through nourishment continue to be able to choose that, we won’t be taking that away,” she said.
Abramson said the company was also shifting away from its recent focus on older Jewish adults to center its programming on younger Jews.
“OneTable was founded as an organization designed to provide Friday night Shabbat experiences for young adults,” she said. “This is really going back to our roots and ensuring that we are evolving the way in which young adults want to be reached.”
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Resignations shake art gallery after it rejects Jewish pro-Palestinian activist’s work over antisemitism claims
(JTA) — An art gallery in Canada has been roiled by resignations after it narrowly voted not to acquire works by Jewish photographer and outspoken pro-Palestinian activist Nan Goldin over accusations that she holds antisemitic views.
The resignations of the Art Gallery of Ontario’s modern and contemporary curator and two members of its modern and contemporary collections committee were first reported by The Globe and Mail.
Goldin, who is widely acclaimed for her documentary-style photography of marginalized communities, has faced controversy in recent years over her outspoken pro-Palestinian activism.
In the weeks following Oct. 7, Goldin also signed onto a letter calling for “Palestinian liberation.” In April 2024, she also signed another letter calling for Israel’s exclusion from the Venice Biennale. In December 2023, Goldin told n+1 Magazine that she had “been on a cultural boycott of Israel for my whole life.”
And German leaders criticized her after she said in a November 2024 speech at the Neue Nationalgalerie in Berlin, where she said, “I decided to use this exhibition as a platform to amplify my position of moral outrage at the genocide in Gaza and Lebanon,” adding, “Anti-Zionism has nothing to do with antisemitism.”
Last week, Goldin donated one of her artworks to a fundraiser for Palestinian children curated by children’s YouTube star Ms. Rachel, who has faced criticism for her pro-Palestinian advocacy.
According to an internal memo obtained by The Globe and Mail, the gallery was embroiled debates over acquiring Goldin’s works in the middle of last year.
The gallery’s modern and contemporary curatorial working committee eventually voted 11-9 against purchasing Goldin’s works, after some members alleged Goldin’s remarks were “offensive” and “antisemitic.” Other members of the committee argued that her works were not antisemitic and that “refusing the work because of the artist’s views was censorship,” the newspaper reported.
The Art Gallery of Toronto is publicly funded and already houses three of Goldin’s works. The work it decided not to acquire, “Stendhal Syndrome,” does not relate to her pro-Palestinian activism and was instead acquired by Vancouver gallery that has displayed it since November.
Following the debate over Goldin’s work, the director and chief executive of the Toronto gallery, Stephan Jost, outlined a governance review that recommended a “reset” on the committee’s acquisition discussions and “clarification” of its members’ responsibilities, according to the Globe and Mail.
In a statement to the Jewish Telegraphic Agency about the resignations, the gallery acknowledged the turmoil over Goldin’s work and said they had engaged an expert to review the meeting.
“Political views are never intended to be part of the process. In this instance, personal political views did surface,” said a AGO spokesperson. “As a result, the AGO engaged an independent governance expert to review matters relating to that meeting. The AGO takes these learnings seriously and has reset to ensure that such discussions are focused on an artwork’s alignment to the AGO’s acquisition criteria, are healthy and productive, and welcome multiple perspectives.”
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Berlin rabbi convicted of ‘sexual assault and sexual coercion’ of woman he offered to counsel
(JTA) — BERLIN — A Berlin district court has found a rabbi guilty of “sexual assault and sexual coercion by exploiting a moment of surprise,” a misdemeanor under German law.
The criminal case was brought by the Berlin public prosecutor and by one of multiple women who have accused the rabbi of a range of sexual abuses dating back almost two decades. Anyone with a complaint may press charges, Michael Petzold, a press spokesman for the public prosecutor, told the Jewish Telegraphic Agency.
Many of the women — including the co-plaintiff in this case — have said they thought they were his only victim, until news reports emerged following his firing by the Jewish community in Berlin on June 1, 2023.
The saga proved significant because it marked a rare instance of a rabbinic firing by an organized Jewish community in Germany. It also initiated a new openness to discussing abuse allegations within the community.
Reuven Y., 49, a married father of four, has now been given a suspended prison sentence of 10 months as well as two years’ probation. German law bars the release of the convicted person’s full name and address.
The co-plaintiff and two witnesses were among 17 women who had testified against the rabbi in July 2023 to an Orthodox Jewish court, or beit din, in Germany. That court had determined that the defendant was unfit to serve in any of his clerical roles, including as ritual circumciser, Torah scribe and kashrut supervisor.
In the current case, the defendant “invited witness P. to a purported ‘personality training’ on February 21, 2021” in the premises of his synagogue on Passauer Strasse in Berlin, according to the Berlin district court verdict issued Wednesday.
In the course of this “training,” the rabbi instructed the witness “to stand with her back to the wall and close her eyes in order to free her from the ‘negative energies’ of her ex-partner,” the court found. He then suddenly kissed her intimately, without her consent, the court wrote. “Due to the unforeseen assault, the witness was unable to defend herself. Her well-being was significantly violated by your behavior,” the court wrote, addressing the defendant.
On Tuesday, Reuven Y. withdrew his right to appeal the decision. If he violates his probation, even on the last day, he can be jailed for the full 10 months, Petzold said.
The rabbi’s Berlin-based defense attorney, Galina Rolnik, did not respond to a request for comment by press time.
The newly convicted rabbi, who had unsuccessfully sued the Jewish community to get his job back, recently lost his appeal in that case, it was reported during the recent trial. He told the court during a hearing on Jan. 5 that he was being supported by his wife.
The Jewish community fired him in 2023 after a handful of women, all of them with a migration background from the former Soviet Union, testified privately that the defendant had assaulted them sexually, mostly after gaining their confidence by claiming that only he as a rabbi with special powers could help them resolve family or relationship problems. The incidents dated back nearly two decades.
The Orthodox Rabbinical Conference of Germany, known by its German acronym ORD, issued a statement following the verdict.
“We have the deepest sympathy for the woman affected. We as rabbis will not remain silent when a sexual assault occurs in the name of Judaism,” the statement said. “The Beit Din (Jewish rabbinical court) of the ORD and the rabbis of the ORD condemn all forms of harassment and abuse in the strongest possible terms, especially when perpetrated by someone in a position of power within education and religion. A person who harasses or abuses others is not fit to hold the office of rabbi and should not be active in religious, rabbinical, or educational positions.”
Court witness Elena Eyngorn, the whistleblower who raised awareness and support for the victims in 2023, told the court during the recent criminal trial that about 32 women had contacted her with accounts of abuse by the accused rabbi. She also testified that other incidents were more severe than the one heard in the case that resulted in conviction.
This reporter was subpoenaed and testified in the case about JTA’s previous reporting on the topic.
Petzold told JTA that other alleged victims “may file complaints at the police station or at the prosecution office. And then it has to be investigated.”
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