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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 post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.
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A town in the Alps that rescued Jews from the Nazis
Read the original Yiddish article here.
During a trip to the French Alps this year, I discovered a village with a fascinating Jewish history.
Saint-Martin-Vésubie sprawls across a mountain in southern France near the Italian border, its slopes dotted with colorful houses. A river runs through the center of town, lined with pine trees and ripening grapes.
On my first day there, the town’s tour guide, Anne Sivirine, told us that for a year during World War II, Saint-Martin-Vésubie actually served as a city of refuge for more than 1,200 Jews.
Among those refugees were Jews from Germany, Poland, Holland and Belgium, who had escaped to the zone libre, the French term referring to the territory in southern France, which, during the first two years of the war, was not yet occupied by the Nazis. My grandmother Feyge and her family had tried to flee Belgium for southern France, but due to various circumstances, didn’t manage and remained in the Belgian city of Antwerp.
In November 1942, the Nazis entered the zone libre, while their allies, the Italians, occupied the southeast region of France. Although the Italians administered their own “race laws,” the Jews in Italy, and for a while in southern France, weren’t in danger, and that was no small thing towards the end of 1942, when most Jews in Europe had already been murdered by the Germans.
Thanks to the efforts of Angelo Donati, an Italian Jew living in Nice at the time, the Italians agreed to establish a center for Jewish refugees in Saint-Martin-Vésubie where they could live a relatively normal life. Although prior to the war, only one Jewish family — the Levin-Drisdos — lived there, it soon became a fully Jewish shtetl.
At the beginning of 1943, in the middle of the war, Jews learned, prayed, worked, founded youth and sports organizations, and even married. The French residents, for the most part, were friendly to the Jews, and many provided food and other means of support. Such kindness towards Jewish refugees was rare then.
Those halcyon days ended in September when the Italians surrendered. The Germans occupied Italy, and within a few days — Saint-Martin-Vésubie too. When the Jews heard the news, local residents helped them escape to the mountains, where they aimed to sneak over the border into Italy. The days were cold and rainy, and the exodus from Saint-Martin-Vésubie became immeasurably difficult. (Even I, a tourist during peacetime, found climbing those hills very difficult.)
In Italy, hundreds of Jews found hiding places, but the Germans caught many of them. They, and those Jews who stayed in the village, especially the elderly and children, were deported to Drancy, the detention center near Paris, and from there to Auschwitz.
Even then, dozens of Jews remained in Saint-Martin-Vésubie, and local people continued to hide them. Not everyone in the village lent a hand, but most of them knew what was going on and kept silent. Only one Jew was actually handed over to the authorities: Gregoire Dridso, the patriarch of the Levin-Dridso family, who had lived there before the war began.
Years later, Yad VaShem designated 10 of the locals as Righteous Gentiles.
If you’ve never heard of this heroic, humble village, you aren’t alone. Even in Saint-Martin-Vésubie, the events of World War II weren’t publicly mentioned for years.
The reason for the silence was a practical one, Sivirine explained. “There were those who helped the Jews, and those who collaborated with the Nazis, and everyone needed to live together after the war. But one day a young woman overheard the old folks talking about ‘the hidden Jews’, and that opened up a Pandora’s box.”
Since then, the residents of Saint-Martin-Vésubie openly acknowledge what their town did to save the Jews. Aside from the main memorial in Saint-Martin-Vésubie, the village now has three others: one for the Jews who perished; a second one in honor of the Righteous Gentiles, and a third that describes how the townspeople risked their lives to help the Jews under the Nazis.
Since Saint-Martin-Vésubie began sharing this chapter of its history, several books have been published on the subject. The town itself released a book in French, called The Jews and the Righteous Ones of Saint-Martin-Vésubie. Later, historian Susan Ziccotti penned a book in English, Holocaust Odysseys: The Jews of Saint-Martin-Vésubie and their Flight through France and Italy. There were also three novels inspired by this chapter in the town’s history, including Wandering Star by French Nobel laureate writer J. M. G. Le Clézio.
Saint-Martin-Vésubie takes pride in something else, too. The town’s main church has a wooden statue of the Madonna that dates back to the Middle Ages, and is revered by its residents. Each year the townspeople carry it in a procession into the mountains, believing that the statue was created there.
About 10 years ago, the residents of Saint-Martin-Vésubie established a new tradition: Each year on Sept. 3, in memory of the Jews who escaped to the mountains, they march to the mountain pass at the border with Italy. There, at a marker honoring the Jews, they memorialize those who died and those who survived, thanks to the Saint-Martin-Vésubie residents at the time. Occasionally, the children or grandchildren of the rescued Jews participate.
In Italian and in French, the inscription says: “Through this mountain pass, in September 1943, hundreds of Jews from all over Europe passed through, seeking ways to save themselves from antisemitic predators.”
Then, movingly, the text adopts a different tone: “You, who’ve arrived here as a free person, need to remember that this is what could happen when equal rights aren’t extended to all.”
The post A town in the Alps that rescued Jews from the Nazis appeared first on The Forward.
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Trump may endorse Netanyahu. But loving Israel is not the same as loving Bibi.
President Donald Trump has raised the possibility of endorsing a candidate in Israel’s Oct. 27 election.
“I may be doing something,” he said when asked about it this week.
He did not say whom he might support, although his history with Benjamin Netanyahu makes the prime minister seemingly the likely possibility. I am here to urge him to think again, because the distinction between supporting Netanyahu and supporting Israel is no longer possible to ignore.
Trump is remarkably popular in Israel, where many believe he genuinely loves their country and its people. His recognition of Jerusalem as Israel’s capital, his support for Israeli security, his willingness to go to war against Iran and his manifest indifference to the global Palestinian propaganda machine have persuaded many that he is personally invested in Israel’s future. Netanyahu has turned that into a political asset, encouraging the impression that his personal relationship with Trump is the reason.
And it works. Some Israelis see Netanyahu more favorably because they believe Trump does. An endorsement would matter, and so would its absence. On March 25, 2019, Trump recognized Israeli sovereignty over the Golan Heights, two weeks before an Israeli election. Widely interpreted as a political gift, it reinforced Netanyahu’s claim that he alone could deliver extraordinary concessions from Washington. It helped Netanyahu cling to power (barely), and he returned the favor, all-but-directly endorsing Trump’s reelection a year later.
In principle, American presidents should stay out of other democracies’ elections. But such niceties, alas, belong to another era. Trump has interfered openly in elections in Hungary and Poland, attempting to elevate local right-wing populists. Expecting diplomatic restraint now is absurd. So a better question is simply whether he can be pried loose of Netanyahu, for the sake of Israel.
The election could hardly be more crucial. I believe it will determine whether Israel remains a prosperous, functioning democracy or continues down a path of institutional deterioration, international isolation and economic decline.
Netanyahu’s supporters credit him with confronting Iran’s Islamic Republic regime, Hezbollah and Hamas. But he has eliminated none of them, and his record includes the catastrophic security failure of Oct. 7, years of political polarization, attempts to weaken judicial independence and a coalition elevating some of the country’s most extreme political forces.
Netanyahu remains on trial for corruption, charges he denies. Critics point also to extravagant public spending associated with his personal lifestyle. The larger indictment, however, is not personal: his dependence on narrow coalition interests has made essential national reforms virtually impossible.
Any Netanyahu-led coalition – unless the opposition joins him – would depend again on far-right parties insisting on settlement activity deep in the West Bank – an issue causing considerable agitation in the United States — and protecting Jewish radicals who terrorize Palestinians there. That already led to deaths and risks sparking a third Palestinian intifada, according to Israel security officials. Trump, who prides himself on supposedly having ended eight wars, cannot be very happy with that.
No less consequential is Netanyahu’s dependence on ultra-Orthodox, or Haredi, parties.
Israel has long tolerated an arrangement under which the vast majority of Haredi men avoid military service, while many receive state support for religious study and emerge from schools that do not teach the mathematics, English and science required for a modern economy. This is unsustainable in a country whose security depends on a heavily burdened military and whose prosperity depends on a highly educated workforce.
The demographic implications are staggering. Haredim already constitute roughly one-sixth of Israel’s population, and their share is projected to grow dramatically, with birthrates approaching six children per family and sustained heavily by welfare. Unless employment, education and military-service patterns change, a shrinking proportion of Israelis will shoulder an ever-growing share of the tax burden, military service and economic productivity.
Even during three years of war – as other Israeli reservists served hundreds of days a year in Gaza and Lebanon – Haredi youth demonstrated with signs declaring: “We’d rather die than serve.” Outrage over this arrangement is boiling over across Israel and badly hurting Netanyahu, who is far behind in the polls.
Netanyahu cannot seriously reform the system because his survival depends on Haredi parties that make military exemptions, religious-school funding and sectarian privileges conditions of coalition participation.
The explosive growth of this community, absent reforms, will turn Israel into a hyper-religious country, risking the departure of the educated, modern and secular classes that account, overwhelmingly, for its prosperity. Internationally mobile, many are already disillusioned by the country’s political direction, repeated military service and an ever-heavier economic burden. It is a national emergency.
Israel must restore confidence in democratic institutions, address the consequences of the Gaza war, confront violent extremism in the West Bank, repair international relationships and establish a sustainable regional strategy. Another Netanyahu government would deepen the crisis in all of them.
Trump, if he loves Israel, cannot possibly love this direction of travel. His son-in-law Jared Kushner most assuredly would not.
There is a serious alternative. Gadi Eisenkot, a former chief of staff of the Israel Defense Forces, has emerged as a leading opposition figure. He lost his son Gal in combat in Gaza in December 2023 and has a reputation for personal integrity, seriousness and directness. His party is called Yashar, meaning straight or upright, a pointed contrast with the political culture of Netanyahu’s rule.
Sure, replacing Netanyahu would not automatically solve Israel’s problems. But an opposition government not dependent on Haredi parties could introduce universal service obligations, require a genuine core curriculum in publicly funded schools, restructure subsidies and redirect resources toward education, infrastructure and economic participation.
There is a chance that Netanyahu’s opponents may win more seats collectively without a comfortable governing majority. A narrow coalition could depend on parties with conflicting positions; Arab parties are legitimate democratic participants, but agreement on security and national policy would be challenging.
A Trump assist that enables Bibi to cut into his opponents’ lead would make that scenario more likely and diminish the chances for a more stable majority that could act decisively to save the country.
Trump likes to point to everything he has done for Israel: Jerusalem, the Golan Heights, the Abraham Accords and regional diplomacy. Many Israelis appreciate those achievements. But the country’s greatest danger may lie not only in the enemies surrounding it, but in the structural weaknesses accumulating within.
The question is whether Trump can distinguish the country’s long-term interests from the fortunes of a man he has repeatedly supported.
And there is one more thing. Trump likes winners. So much so that he once impugned Sen. John McCain’s Vietnam-era record of heroics, by actually saying: “I like people that weren’t captured.” Well, Netanyahu is so far behind in the polls, and with such overpoweringly good reason, that he is looking like a loser.
Continued association will not help the brand.
The post Trump may endorse Netanyahu. But loving Israel is not the same as loving Bibi. appeared first on The Forward.
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‘Sefer Elijah’ — probably the oldest proto-Ashkenazi text
ס׳איז מעגלעך, אַז מיר האָט זיך אײַנגעגעבן צו אַנטדעקן דעם עלטסטן פּראָטאָ־אַשכּנזישן טעקסט, אָנגעשריבן אינעם פֿריִיִקן 9טן יאָרהונדערט. דאָס איז דער אוראַלטער אַפּאָקאַליפּטישער מדרש „ספֿר אליהו‟, אַ ספֿר וואָס איז מיר שוין לאַנג גוט באַקאַנט.
געשען איז עס אַזוי: ווען איך בין ערשט אָנגעקומען קיין אַמעריקע אין 1998 — אין וויליאַמסבורג — האָב איך זיך אַ דריי געטאָן אין די אָרטיקע ביכער־קראָמען און געקויפֿט די גאָר אינטערעסאַנטע מדרש־זאַמלונג „ילקוט הרועים‟, באַגלייט מיט גלענצנדיקע הסכּמות (רבנישע באַשטעטיקונגען), אַז דער ספֿר איז אָנגענומען ווי אַ הייליקער, אַרײַנגערעכנט אַ רעקאָמענדאַציע פֿון דעם דעמאָלטיקן סאַטמאַרער רבין משה טייטלבוים זצ״ל.
די זאַמלונג באַשטייט על־פּי־רובֿ פֿון טיפֿע קבלה־טעקסטן און עטלעכע אַפּאָקאַליפּטישע מדרשים וועגן דעם קץ־הימים — דעם סוף פֿון די טעג, די צײַט וואָס משיח דאַרף קומען — בתוכם דעם „ספֿר אליהו‟. אָט דער ספֿר און נאָך עטלעכע אין דער דאָזיקער זאַמלונג שילדערן די ביאת־המשיח נישט ווי אַ פּלוצעמדיקן גליקלעכן סוף פֿון אַלע ליידן אין דער וועלט, נאָר ווי אַ שרעקלעכן פּראָצעס, באַגלייט מיט חורבֿות און שוידערס. נישט נאָר בײַ די קריסטן איז פֿאַראַן אַזאַ מין ליטעראַטור. בקיצור, שטייט אינעם „ספֿר אליהו‟ געשריבן, אַז ווען משיח וועט קומען, וועט ער צונויפֿברענגען אַלע צדיקים — בסך־הכּל 30 טויזנט — אין אַ הימליש אָרט ווײַט פֿון אונדזער ערד, וועלכע וועט פֿאַרברענט ווערן מיט אַלע אירע איבעריקע זינדיקע תּושבֿים.
די אמונה, אַז דער נײַער משיחישער צוקונפֿטיקער ירושלים וועט אַראָפּקומען פֿונעם הימל און אַז די שטאָט האָט ווייניק צו טאָן מיט דער הײַנטיקער ירשולים, איז אַמאָל געווען אַבסאָלוט נאָרמאַל בײַ ייִדן, בפֿרט אין דער אַשכּנזישער וועלט. רש״י האָט, למשל, אויך אַזוי געגלייבט. אין דער שפּעטערדיקער צײַט האָט הרבֿ צבֿי־הירש קײַדאַנאָווער, דער מחבר פֿונעם פּאָפּולערן מוסר־ספֿר „קבֿ הישר‟, וועלכן ער האָט אַליין איבערגעזעצט פֿון לשון־קודש אויף ייִדיש, אַזוי געשריבן אינעם פֿריִיִקן 18טן יאָרהונדערט.
דער „ספֿר אליהו‟ בלײַבט כּמעט אומגעפֿאָרשט. הלל ניומאַן, אַ היסטאָריקער פֿונעם חיפֿהר אוניווערסיטעט, האָט באַמערקט, אַז דער דאָזיקער מדרש קלינגט ענלעך אויף דער קריסטלעכער אַפּאָקאַליפּטישער ליטעראַטור. עטלעכע אַנדערע פֿאָרשער האַלטן, אַז ס׳איז אָנגעשריבן געוואָרן בײַם אָנהייב פֿון דער איסלאַמישער תּקופֿה. לאָמיר זיך אָבער אַרײַנקוקן אין געוויסע פּרטים, וואָס די פֿאָרשער האָבן פֿאַרקוקט — און וואָס איך האָב אַליין ערשט באַמערקט נישט לאַנג צוריק.
אין אַ סך מדרשים ווערט דערמאָנט דער אַנטי־משיח מיטן נאָמען אַרמילוס. אין „ספֿר אליהו‟ ווערט אָבער זײַן נאָמען אויסגעלייגט ווי „הרמלת‟. ווײַזט אויס, אַז בײַ דעם מחבר האָט אַ תוו געקלונגען ווי אַ סמך, און דער הא איז בײַ אים געווען שטום. דעם נאָמען פֿונעם פּערסישן מלך אַרתּחשסתּא שרײַבט ער אויך ווי „הרתּחשסתּא‟. עס ווערט דערמאָנט עפּעס אַ ים־מאָנסטער — „גיגית‟; ווײַזט אויס, מיינט עס gigas אויף לאַטײַניש, אַ ריז. אַזאַ אַרויסרייד האָט געקאָנט נאָר זײַן בײַ פּראָטאָ־אַשכּנזים, וועלכע האָבן גערעדט אויף אַלט־פֿראַנצויזיש (צי, מעגלעך, אויף עפּעס אַ געמישטן דיאַלעקט, וווּ קיין הא־קלאַנג איז נישט געווען).
אינעם דאָזיקן מדרש שטייט געשריבן, אין געוויסע ווערסיעס, אַז די מלחמות פֿאַר דער ביאת־המשיח וועלן אָנהייבן די מלכים קוסטנטנוס און קרטילוס. אַזוי שטייט אין יהודה אבֿן־שמואלס (יהודה קויפֿמאַנס) זאַמלונג „מדרשי גאולה‟. אינעם חסידישן ספֿר, וואָס איך האָב, ווערט דערמאָנט נאָר „קירטלוס‟. ס׳איז קלאָר, מיין איך, אַז דאָ גייט די רייד וועגן דעם ביזאַנטישן מלך קאָנסטאַנטין דעם זעקסטן, מיט וועלכן קאַרל דער גרויסער האָט געוואָלט זיך מזווג זײַן, כּדי צו שאַפֿן אַ פֿאַראייניקט וועלט־מלכות, דורכן זיווג מיט קאָנסטאַנטיס מאַמע אירענע. קאָנסטאַנטינען האָט מען געשדכנט מיט קאַרלס טאָכטער ראָטרודע. אויב די דאָזיקע שידוכים וואָלטן געלונגען, וואָלט דעמאָלט אויפֿגעשטאַנען אַ נײַע גלאָבאַלע רוימישע אימפּעריע. קאַרל דער גרויסער האָט זיך אָבער סײַ־ווי־סײַ געהאַלטן פֿאַר אַ נײַעם רוימישן אימפּעראַטאָר. דער פּויפּסט לעאָן דער דריטער האָט אים געקרוינט מיט אַזאַ טיטל אין יאָר 800.
הגם קאַרל דער גרויסער האָט דערלויבט ייִדן צו וווינען אין זײַן קיניגרײַך און פֿאַרפֿלאַנצט דערמיט דאָס קערנדל פֿון דער אַשכּנזישער ציוויליזאַציע, ווערט אין אַ סך אַלטע מדרשים פֿאָרויסגעזאָגט, אַז די חבֿלי־המשיח, די צרות פֿאַר משיחס קומען, וועלן זײַן פֿאַרבונדן מיט רוים; דערפֿאַר האָבן ייִדן אויפֿגענומען זײַן אימפּעריע ווי אַ סימן פֿון אַפּאָקאַליפּטיש־משיחישע געשעענישן.
קאָנסטאַנטין דער זעקסטער איז געשטאָרבן בערך אין 805 (לויט אַנדערע קוואַלן אין 797) און קאַרל דער גרויסער — אין 814. באַקומט זיך, אַז דער „ספֿר־אליהו‟ מוז געהערן צו דער תּקופֿה, ווען זיי האָבן ביידע נאָך געלעבט.
וואָס עפּעס „קרטילוס‟? פֿאַרוואָס איז קאַרלס נאָמען אין אונדזער ספֿר אַזוי פֿאַרקריפּלט געוואָרן? ס׳קען זײַן, אַז אין זײַן אייגן לאַנד וואָלט געווען וויכטיק אויסצובאַהאַלטן זײַן נאָמען, די קריסטן זאָלן נישט וויסן, אַז בײַ ייִדן גייט אַרום אַזאַ געהיימער קלאַנג, אַז דער קיניג וועט מיט זײַנע מלחמות גורם זײַן די ייִדישע גאולה. מע קען זיך אַפֿילו משער זײַן, פֿאַרוואָס מע האָט אויסגענוצט אַזאַ שיפֿער: די אותיות טית און יוד קאָנען זײַן ראָשי־תּיבֿות פֿון זײַן טיטל imperator terrae.
ס’איז וויכטיק צוצוגעבן, אַז געוויסע קריסטלעכע שרײַבער האָבן געגלייבט, אַז קאַרל דער גרויסער וועט זיך אומקערן איידער יעזוס וועט זיך באַווײַזן צום צווייטן מאָל. אַזוי האָט געשריבן אינעם 11טן יאָרהונדערט דער מאָנאַך אַדעמאַר פֿון לימאָזש, פֿראַנקרײַך. אויב אַ טייל ייִדן האָבן געגלייבט אין עפּעס ענלעכס, וואָלט מען געקאָנט פֿאַרשרײַבן דעם „ספֿר אליהו‟ נאָכן טויט פֿון קאַרל דעם גרויסן.
ואַחרון אַחרון חבֿיבֿ, דער סטיל פֿונעם „ספֿר אליהו‟ איז וווּנדערלעך ענלעך אויף דער אַלט־בײַערישער אַפּאָקאַליפּטישער פּאָעמע Muspilli, פֿונעם 9טן יאָרהונדערט, וווּ דער הויפּטהעלד איז אויך אליהו הנבֿיא. עטלעכע שטיקלעך פֿון ביידע טעקסטן קלינגען כּמעט אידענטיש. ווײַזט אויס, אַז אונדזער מדרש געהערט טאַקע צו דער תּקופֿה פֿון קאַרל דעם גרויסן — צי, אפֿשר, מיט אַ דור־צוויי שפּעטער — ווען אַפּאָקאַליפּטישע געדאַנקען זענען געווען פֿאַרשפּרייט אויך בײַ די קריסטן.
דער אימאַזש, אַז דער אייבערשטער וועט אַוועקטראָגן די צדיקים אין עפּעס אַ הימלישער וועלט, ווען די גאַנצע ערד וועט ברענען, קלינגט ממש ווי דער גערמאַנישער מיטאָס וועגן דעם ראַגנאַריאָק, דעם סוף פֿון דער וועלט, אָפּגעשפּיגלט אויך אין Muspilli.
באַקומט זיך, אַז ייִדן אין דײַטשלאַנד האָבן נאָך מיט 1200 יאָר צוריק אַרויסגערעדט דעם תוו ווי „ס‟. צי האָבן אַ טייל פֿון זיי דעמאָלט שוין גערעדט אויף דײַטשיש, נישט אַלט־פֿראַנצויזיש? אין 838 האָט דער פֿראַנקישער גלח באָדאָ זיך מגייר געווען; זײַן ייִדישער נאָמען איז געווען אליעזר. ער האָט געדינט אינעם הויף פֿון קאַרלס זון לויִס דעם ערלעכן. ווײַזט אויס, אַז אַרום יענעם דײַטשיש־רעדנדיקן גלח איז שוין געווען בנימצא אַ גענוג גרויסע ייִדישע סבֿיבֿה, וועלכע האָט משפּיע געווען אויף זײַן באַשלוס צו ווערן אַ ייִד. אויף וועלכער שפּראַך זיי האָבן גערעדט, ווייסן מיר נישט גענוי, צום באַדויערן.
דער „ספֿר אליהו‟ איז, ווײַזט אויס, דער עלטסטער אָפּגעהיטער פּראָטאָ־אַשכּנזישער קוואַל. ביזן 11טן יאָרהונדערט איז אין ארץ־אַשכּנז בכלל נישט געווען באַקאַנט די גמרא. ווי מע זעט פֿון די אַשכּנזישע ספֿרים, אַז אַפֿילו שפּעטער זענען בײַ מיסטיש־געשטימטע דײַטשישע ייִדן געווען גאָר וויכטיק — אפֿשר, נאָך וויכטיקער ווי די גמרא — פֿאָלק־מעשׂיות, שפּרוכן און סגולות, וכּדומה. אַז זיי האָבן געשילדערט די ביאת־המשיח ווי אַ כּמו־קריסטלעך אַפּאָקאַליפּטיש געשעעניש, אויסגעמישט מיט אימאַזשן פֿון גערמאַנישער מיטאָלאָגיע, איז נישט קיין גרויסער חידוש. דער דײַטשישער פֿאָלקלאָר פֿאַרנעמט אַ גרויס אָרט אין דער אַלט־ייִדישער ליטעראַטור, ווי אויך, ווייניקער, אין ערנסטע ספֿרים. אַז אַזאַ קולטור־סינטעז האָט זיך שוין אָנגעהויבן אינעם 9טן יאָרהונדערט איז אָבער יאָ אַ חידוש.
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