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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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The original anti-Zionists have been all but forgotten. Molly Crabapple wants to change that.
I first met nationally acclaimed artist and journalist Molly Crabapple in 2020 during the dark days of COVID. After discovering that we had both studied Yiddish at YIVO, albeit in different classes, we did a socially distanced fresh-air visit to Mt. Carmel, the Jewish cemetery in Queens where Sholem Aleichem is buried. Many tombstones there are inscribed not in Hebrew but in Yiddish. They include the graves of people who, in life, belonged to the Bund.
Founded in 1897 in Eastern Europe, the Bund was a socialist revolutionary group whose name, translated from Yiddish to English, is General Jewish Labor Union (“bund” is Yiddish for union). By the 1930s, Bundism in Poland, where most Ashkenazic Jews lived, had grown bigger and more politically powerful than Zionism. The group was a tireless promoter of Yiddish as the linguistic and literary underpinning of Jewish peoplehood. Bundists also fiercely opposed Zionism and a Jewish state; they believed in fighting for democracy and inclusion in the countries where Jews already lived.
The organization ended up being destroyed not just by the Nazi Holocaust but also by Stalinism. Except for people like me, who’ve been ensconced in the Yiddishist world, it is nearly forgotten today by all but a few academics. But by the time we met, Crabapple was writing a book about the Bund.
Almost six years later, she has finished it. Titled Here Where We Live is Our Country, it is part hefty historical documentation, part loving family memoir, and part literary nonfiction. Thoroughly engaging throughout, it moves back and forth from the author’s lefty-artsy life in contemporary New York City to earthshaking events in vintage Jewish Europe. Crabapple has disinterred the memory of a once-vibrant movement that waned even as its nemesis, Zionism, waxed.
I met her last month in her fifth-floor walkup apartment in Williamsburg to talk about how she made her book. Our conversation is edited for length and clarity.
Here Where We Live devotes significant space to the saga of your great-grandfather, Sam Rothbort. As a young man in 1904, he immigrated from the Pale of Settlement to New York City, under somewhat murky circumstances that he barely discussed after the move. In America, he made a living as a self-taught artist, including on a dairy farm in the Catskills, an egg farm in Long Island and in a big house near Sheepshead Bay in Brooklyn. But he died over a decade before you were born. When did you first realize he’d been an interesting guy who you wanted to tell the world about?
I was fucking born knowing he was interesting! My mother and my great-aunt and my dad told me about him constantly. I was surrounded by his paintings and stuff that he said. After he died, my great-aunt Ida still lived in his house. As a child, I would visit and it was exactly like when he was alive. I remember the pigments and oils still on the palette in the basement.
How did you find out he’d been in the Bund?
I’d always known he was involved in something illegal before he came to the United States. It was a cool family anecdote. In a book from 1952 that he published about his art, he wrote that as a teenager and young man he hadn’t known much about girls because “I was in the underground.” Another book, a catalogue of his art from a show, said he’d been in the Bund. My mom had a million of those catalogues in a bookcase, and I’d been looking at them since I was 11 or 12 years old. I also saw one of his watercolors, of a woman throwing a rock. He’d titled it “Itka the Bundist Breaking Windows.”
I had very little idea then of what “the Bund” was. But as an adult, one of my bad habits has been that sometimes when I get drunk, I Google things. That might be how I first understood.
From his own unpublished writing, you later found evidence suggesting that Sam might have fled to America at age 22 because he’d joined other Bundists in shooting a Tsarist policeman during a state-encouraged pogrom. You also read the yizkor book for Volkovysk, a town in what is now Belarus. It was Sam’s hometown. He is cited in the book as having helped produce its chapter about the Bund.
Look at this! [She walks me to her bedroom and points to an antique photograph on the wall.] When I was younger I’d always only thought of this as a very cool old picture that my mom had. But this same photo is in the yizkor book! It says it’s the members of the Volkovysk Bund in 1905. It’s Sam’s friends a year after he left for America. Look at this guy in the photo — he’s hot! Which one do you like the best?
The blonde.
Ugh!
I got really obsessed trying to track down these guys. When I went to the cemetery where my great-grandfather is buried I saw the tombstone of one of them. Later, in a box of family memorabilia, I found a photo of this same person in an old Yiddish news clip about people in New York City who were in the Workmen’s [now Workers] Circle’s Volkovysk branch. I asked the cemetery who was paying to maintain the grave. It was this guy’s grandson. I contacted him and he said his own father was still alive but very old. “Can you just ask him to look at this photo and see if that’s his dad?” I asked. I said I was writing about a revolutionary group. He says, “My grandfather never would have been involved in that! He was a truck driver.” And he hung up.
Why couldn’t the grandson entertain this history about his grandfather? Why did he not know it?
The Bund was an organization incredibly devoted to Yiddish language and literature. But it was also a socialist revolutionary political party. One thing I’ve noticed about how it has been written about is that certain things are de-emphasized and certain things emphasized. In the 1950s in the U.S. in the McCarthy years, Bundist survivors of the Holocaust were terrified they would be accused of being Communists, and deported. They had no faith that Americans would know the difference between a socialist and a communist. I think that sometimes the Bund’s’ Yiddishism is emphasized far more than the fact that they were revolutionaries. To focus on linguistic and cultural things is safe. To talk about revolutionaries as internationalists — and as people who always opposed Zionism — is dangerous.
Were you raised Jewish?
My father is Puerto Rican and a Latin American studies professor who’s a Marxist. He told me about Marx’s theory of surplus value when I was 6 years old. I’ve been a leftist in a leftist family all my life! My mother — Sam’s granddaughter — is very strongly culturally Jewish. When I was a child we’d do Hanukkah lights, and she made the best latkes. We were not religious, but I identify strongly as a secular Jew. I studied Yiddish in order to do research for the book. I’m not so good at Yiddish, but I can work my way through a socialist text using a dictionary.
I remember when we were at the cemetery and you were so excited about having just discovered that the political work of some Bundists in Poland was armed self-defense. They fought in militias, with their bodies and with weapons, to protect Jews from murderous pogroms, murderous Communist Party violence against socialists, and, finally, murderous Nazis. You called these militia members “thugs.”
I loved them!
You mentioned their resistance in a piece you wrote in 2018 for the New York Review of Books about the organization. I’ve heard that many people were astounded and very happy to learn about this self-defense and to discover the Bund.
Especially young Jews, like in their 20s. They had no idea that Jews had fought back in Europe even before the Holocaust, or they had only vague ideas about the Warsaw Ghetto uprising and that Bundists played a major role in it. It was very meaningful for them.
So much for the idea that only Zionists have been modern Jewish fighters.
Zionists have tried to say that they were the only tough Jews. Which is utterly untrue.
What do you think is most original about your book?
It’s very concerned with the emotional life of being in a movement. I think that sometimes the way that leftist movements are written about is as a series of conferences and decisions that are written down as texts, and people sign onto a resolution because that’s what they are thinking. The writing doesn’t show any awareness of emotional life. The love affairs, the gossip, the beefs that are going on, the thrill of thinking that you can change the world. I was much more concerned with that.
And as I worked on the book I quickly realized that I wasn’t just writing about the Bund. I was writing a history of the 20th century from the point of view of the defeated. The work was a form of necromancy. I would go to people’s graves and take dirt, and light candles in front of it and try to ask them if I could tell their story. At Ponary Forest, [near Vilna, where at least one prominent Bundist leader, a woman, was massacred by the Nazis in World War II and dumped into a mass pit] I went to the bottom with flowers and played Di Shvue [Yiddish for “The Oath,” the Bund’s anthem] on my phone.
What do you mainly hope that your book will accomplish?
I want leftists to know about something from our shared international history as leftists. I want young Jews to get to know their ancestors.
The Bund was anti-Zionist, of course, and many young American Jews are now also rejecting Zionism.
Yes. A lot of them were sold a bill of goods about their history, and when they reject that bill of goods, there’s a big hole in them. They don’t have any actual, positive Jewish history. They just have shit they’re ashamed of, because they realize [that Zionism] was actually a history of ethnic cleansing and apartheid. One of the things my book does is give them ancestors.
I’m an anti-Zionist. Whenever you have an ethnostate project, it always does unspeakable crimes. If Jewish institutions in America keep conflating Jews here with a state that is doing a livestreamed genocide and is now primarily known for the most heinous shit possible, it’s extremely dangerous for us Jews, as a small minority in America.
Some people internationally have been starting new Bund groups. What future do you see in that? And can you imagine Yiddish being resurrected as a secular Jewish language?
It’s hard to imagine huge numbers of people adopting Yiddish. But I think about a Jewish literary figure in the 1930s whom Isaac Deutscher quotes in his book The Non-Jewish Jew. He said that Yiddish was a dying language. But he didn’t mind, because Greek and Latin are dead languages, yet many people study them anyway, to access their linguistic treasures. And God bless everyone who’s doing leftist, anti-Zionist organizing and cultural work reclaiming our heritage! But is there a future for the Bund? The thing I’ve learned both from reading history and being a participant is, you never know what the spark is going to be. So you should always avoid making prognostications.
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Georgia political candidate apologizes for Passover ad that featured challah
(JTA) — When readers of the Atlanta Jewish Times opened their Passover edition last week, they saw something surprising: a fluffy challah.
The leavened bread, forbidden for Jews to consume during the holiday, appeared in an ad placed by Nathalie Kanani, a candidate for state Senate in a Metro Atlanta district.
“Have a blessed Passover,” the ad said, over an image of a challah draped in an Israeli flag alongside two towering candles. “Wishing you a Passover rich in divine love and blessings.”
The ad quickly drew ridicule online, particularly after Greg Bluestein, a Jewish Atlanta Journal-Constitution reporter, tweeted about it on Saturday, writing, “It’s the thought that counts, I guess.”
That night, Kanani issued an apology, calling the inclusion of challah in the ad “an oversight that should not have happened” and saying that her campaign was instituting new processes to prevent similar snafus in the future.
“My intent was to honor our Jewish neighbors and friends. We are all human, and even with the best intentions, honest mistakes can happen,” she wrote. “I believe in meeting those moments with grace and using them to bring people of different cultures together, not tear them apart.”
Kanani added, “While this content was created by a consultant working with my campaign, I take full responsibility for everything shared in my name. We are implementing stronger review processes to ensure this does not happen again. As always, my campaign stands for inclusion, respect, and bringing all people together.”
The incident is also spurring potential reforms at the Atlanta Jewish Times. “The ad should not have passed proofing checks,” Michael Morris, the newspaper’s owner and publisher, wrote in an email to the Jewish Telegraphic Agency on Sunday.
Kanani’s apology earned the Democrat dozens of supportive comments on Facebook — as well as constructive criticism that highlighted the complexity of Jewish American identity.
“We all make mistakes and learn from the[m],” wrote one man. “If you want to honor your Jewish neighbors, however, you might also want to rethink using a foreign flag. While many (though not all) of us, myself included, feel close ties to Israel (if not its government and policies), American Jews are Americans, not foreigners.”
Another woman offered an opposing take. “If you want to reach out to the Jewish community then you need to hire a Jewish consultant for Jewish content. Not only was the picture a big gaffe that you are undoubtable being mocked relentlessly for, but the wording sounds Christian,” she wrote. “But I do appreciate the Israeli flag.”
Kanani’s ad is not the first Passover bread to ignite a social media firestorm: The sight of leavened bread at Christian seders, which have surged in recent years, has generated sharp criticism in the past.
Unlike the Christian seders, which are widely denounced as appropriative, Kanini’s ad also elicited appreciation at a time when antisemitism is making many American Jews feel insecure.
“Unpopular opinion: we shouldn’t dunk on non-Jews who are trying to be nice to Jews,” tweeted David Greenfield, the head of a Jewish anti-poverty organization in New York City.
Kanani is a former prosecutor who is running in the May primary against Kevin Abel, who says his values are rooted in his identity as a South Africa-born Jew whose grandfather escaped Nazi Germany. Abel has chaired the American Jewish Committee’s local antisemitism task force.
Esther Panitch, a Jewish member of the Georgia House, urged her followers to back Abel when criticizing Kanani’s ad.
“Bless her heart, someone put challah in a Passover ad. This candidate wants to be my senator,” she tweeted on Saturday. “As the only Jewish member of the Georgia General Assembly, I am available for holiday consults — or you could just consider a candidate who knows the difference, whose ad is just a few pages after this one.”
After Kanani’s apology, Panitch said she had heard from Kanani’s campaign.
“I appreciate Nathalie Kanani’s campaign reaching out and taking responsibility for the challah-in-a-Passover-ad mix-up,” she wrote on Facebook. “Mistakes happen. What matters is how you respond, and she responded with grace. This is how we build understanding across communities. My door is always open for holiday consults. 
“
This article originally appeared on JTA.org.
The post Georgia political candidate apologizes for Passover ad that featured challah appeared first on The Forward.
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4 killed in Haifa strike as Trump issues ‘you’ll be living in Hell’ ultimatum to Tehran
(JTA) — Four people — including a couple in their 80s — were killed when an Iranian missile crashed into their home in Haifa on Sunday, in the latest direct strike in the month-old U.S.-Israeli war with Iran.
The missile was not intercepted because it had broken off from a larger munition, determined Israeli authorities, who said the people killed were not in their building’s bomb shelter at the time of the strike.
The strike brings the civilian death toll in Israel to 18 as uncertainty reigns about the future of the war, with U.S. President Donald Trump threatening multiple times over the weekend to pummel Iran imminently if it does not reopen the Strait of Hormuz to oil shipping imminently.
“Tuesday will be Power Plant Day, and Bridge Day, all wrapped up in one, in Iran. There will be nothing like it!!!” Trump wrote on Truth Social early Sunday. “Open the F–kin’ Strait, you crazy bastards, or you’ll be living in Hell – JUST WATCH! Praise be to Allah. President DONALD J. TRUMP.”
Iran offered no indication that it would meet Trump’s deadline, which comes as the president has extended previous deadlines for action by Tehran. A top Iranian official said the regime would respond “crushingly and extensively” to further attacks on civilian targets, including power plants and bridges. And a spokesman for the foreign ministry responded to questions about a reported framework for a ceasefire by saying, “Negotiations are in no way compatible with ultimatums, crimes, or threats of war crimes.”
The sparring comes after a dramatic weekend in the war. U.S. forces rescued an airman whose plane had been shot down during a commando raid in rural Iran, while Israel said it had killed the intelligence chief of the Islamic Republic Revolutionary Guards during a strike on an office building in Tehran.
This article originally appeared on JTA.org.
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