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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.

@midrashmanicures

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

♬ Oh Hanukkah – Maccabeats

“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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AI, Judaism and what to do about ‘Fully-Automated Luxury Communism’

In the mid-2010s, journalist Aaron Bastani coined the phrase “Fully Automated Luxury Communism,” arguing that automation, AI, and synthetic biology would eventually make work and material scarcity essentially obsolete. Eventually this idea became a manifesto envisioning a post-scarcity, post-capitalist world.

The Internet took notice, and by the summer of 2015, Bastani’s earnest manifesto had spawned millions of trollish variations (including my personal favorite, “Fully Automated Luxury Gay Space Communism” — the ‘gay’ and ‘space’ parts pointing to different ways to deal with overpopulation on Earth). As such things usually are, the memes were half-joking, half-serious, pointing both to a utopian vision of the future and to the impossibility of ever achieving it.

Eleven years later, though, the utopia may be at hand — though, as we’ve all heard by now, it could be more of a dystopia.

We’ve all read the takes: AI is taking our jobs, data centers are polluting the heartland, and, oh yeah, there’s a 10% chance that rogue AI agents will wipe out life on Earth.  Of these three very different risks, Mira Fox recently wrote about the third from a Jewish perspective, and many pundits have commented on the second. I want to focus on the first one — on what happens to society when the value and availability of work changes so radically,and on how Jewish traditions may end up being of value.

On, in other words, Fully Automated Luxury Jewish Communism.

Let’s start in the present, when, as AI boosters are fond of saying, LLMs are the least-capable that they will ever be, yet have already radically altered the fields in which my husband and I both work. Jobs are already disappearing and highly qualified “white collar” workers are finding it harder and harder to get new ones. I’d guess that 90% of the work I did as a young lawyer could be done by 2026-level LLMs, with review by a senior attorney. And that’s today.

It is, at best, extremely unclear how our society is supposed to cope with the economic and social-spiritual-psychological consequences of this.

Economically, most AI-boosters say we’ll need some kind of Universal Basic Income (UBI) to support all those laid-off actuaries, coders, call center operators, researchers, and technical writers. Never mind that many of these same AI boosters are libertarians opposed to the state doing anything at all, and that many others are contributing mightily to Republican politicians who are opposed even to raising the minimum wage or expanding healthcare coverage. These are the politicians who will usher in UBI socialism for all?

But the question is deeper than economics. When the work you do is done by a machine, who are you?

After all, work isn’t just about putting food on the table; our identities are often tied to our jobs, and, more generally, to our capacity to provide for ourselves and our families. (For traditionalists, much of this is still gendered — men do the providing — but not for most progressives.)  Even if our material needs are somehow met by UBI and the explosion in productivity that AI is supposed to bring about, what about our non-material needs: our need for purpose, meaning and identity?

Lest this sound vague or ‘soft,’ consider that what philosopher Jon Vervaeke has called the ‘Meaning Crisis’ animates much of our contemporary politics today. MAGA populism is, in large part, a response to the erosion (real or perceived) in American conceptions of communal identity, economic opportunity, gender roles, and religion – i.e., the Meaning Crisis. Yes, much of MAGA’s resentment is driven by economics: by the hollowing out of the American middle class in the wake of globalization and other factors. And a lot of it is driven by racism. But much of it is also about meaning: what it means to be an American, to be a man, to be white, to be Christian. And Donald Trump has brilliantly, intuitively channeled the rage at those societal changes into a hopeless, nihilistic patriotism — the Lost Cause for the 21st century.

The point is, “soft” concerns often drive our politics. Sure, it’s the economy, but also what economic dislocation means to people who experience it. And that meaning is as much spiritual, for lack of a better term, as it is financial.

From my vantage point, as a rabbi/journalist/psychedelics scholar/meditation teacher, it seems obvious that we are headed for a collective crisis even more massive than the ones we have already experienced. In a sense, AI is to white-collar work what globalization, de-unionization, and technology was to blue-collar work. Twenty years ago, it was the factories that were closing. Now, it’s the law offices cutting back on hiring. What is supposed to happen next?

From that same vantage point, it seems equally obvious that, as a society, there will need to be significant reorientation toward non-economic forms of value. Of course, these exist already: people find meaning in family, religion, culture, creativity, sports, hobbies, and a thousand other interests. It’s not like we’re starting from scratch. But consider how many people in your life (present company included) also derive meaning from work, and what will happen when that is taken away.

Religion, in its broadest possible sense, will almost certainly grow in response. Already, we’ve seen some of this in conservative quarters — converts to Catholicism like JD Vance and Peter Thiel, for example, or even the broad religiosity of Joe Rogan. But Capital-R Religion’s price of admission may be too high for many people: belief in God, conservative ideas about gender and sexuality, and all the myths and stories that seem preposterous if taken literally.

But there is also what I’ve called lower-case-r religion: forms of communal, ethical, and spiritual cohesion that are less about God, dogma, and obligation and more about the sacred in everyday life, rituals that bring us together, and practices that help us to grow ethically and spiritually.

In other words, what a lot of liberal Judaism, at its best, is already about.

A majority of non-Orthodox Judaism is already what Rabbi Amichai Lau-Lavie has called “God-optional” — it may have some general notion of the universe as sacred (I once wrote a book about that), and may maintain traditional God-language in liturgy and text, but it’s not focused on belief in an old man in the sky or obedience to Him for fear of punishment. Rather, as I wrote about in these pages in 2009, it’s focused on what religion does: how it can nourish the soul, teach ethical values, mark the passages of time, and bring people together in communities of meaning.

DZ Kalman, a leading theorist on Judaism and artificial intelligence, told me that “neither Judaism nor any other religion has a ready-to-hand answer for what to do when a chunk of the world’s jobs is suddenly no longer necessary. We have thoughts about the value of work, but those ideas are premised on a world where human labor is necessary to keep society running. We are not yet ready for a ‘time that is wholly Shabbat,’” a metaphor for the messianic age.

Yet, Kalman continued, “Shabbat is fundamental here. Humans can simply be; AI (for the moment) cannot. We as a society are not good at championing the value of presence, which is core to the Shabbat experience.”

But soon, we are going to have to be. Because what is “fully-automated luxury Jewish communism” if not a time that is wholly Shabbat?

What “religion” looks like in its particulars will vary with every person who experiences it. For some, it may mean a recommitment to seemingly non-religious activities: rescuing animals is ‘religious’ in this sense, as is throwing elaborate parties, seeing films, writing poetry, or, of course, raising a family. For others, it may well be the full traditional package, which excels at providing holistic systems of meaning. And for me, it will continue to mean a combination of spiritual practice (meditation, psychedelics, ritual), family life and political activism. Judaism and Jewishness already encompasses all of these things; just peruse the weekly schedule of a mainstream suburban synagogue, and you’ll find most of them already.

Personally, among those various possibilities, I’m interested in whether we’ll see a Jewish ‘archaic revival’ — a term coined by psychedelic theorist Terrence McKenna to describe a resurgence in ‘primitive’, non-rational ways of relating to the great mystery of the human condition. I’m excited by that possibility, which will likely be accelerated by psychedelics in particular (if you haven’t yet, please read the ‘Jewish Journeys’ study which showed how psychedelic experience super-charged people’s interest in spirituality). There are plenty of risks as well: Contrary to hippie myths, spirituality does not make one more politically liberal, and often makes people more particularistic. But I’m intrigued by an embodied Judaism newly revitalized to meet the needs of a post-work future.

Of course, that’s only one Jewish path, and not the most popular one. The broader point is that as work recedes in importance and society faces radical and destabilizing changes, we are going to need more and better ways to understand ourselves, our communities, and our world.

Which, for all its shortcomings, Judaism has been exploring for around 3,000 years.

The post AI, Judaism and what to do about ‘Fully-Automated Luxury Communism’ appeared first on The Forward.

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Israel-bound flight diverted to Saudi Arabia after terror attack on board

(JTA) — A Flydubai flight from Dubai to Tel Aviv made an emergency landing in Saudi Arabia after passengers reported that an altercation broke out between two pilots. Israeli officials are describing the incident as a terrorist attack and passengers say they intervened to restrain a man who had attacked one of the pilots.

The flight, carrying more than 100 Israeli passengers, was diverted while flying over Jordanian airspace and eventually landed at Tabuk Airport in northern Saudi Arabia, an Israeli official to the Jewish Telegraphic Agency.

An Israeli official briefed the media and was quoted by Israel’s Channel 12 as saying that one pilot stabbed the other and attempted to “do a 9/11” — either by hijacking the plane and flying it toward Israel or crashing it. The official said that a “dramatic disaster was prevented.”

According to accounts from passengers posted on social media and reports by Israeli media, the co-pilot attacked the captain and attempted to take control of the aircraft. At least two people were injured in the incident. The entire incident lasted about an hour and a half.

“We are on the flight from Dubai. We took control of the flight. There was an attacker with a knife who stabbed one of the pilots,” passenger Itzhak Liber said in a Facebook video. “A few of us jumped in and pulled him out of the cockpit. Everything is OK now. The terrorist is neutralized. There is a pilot who is seriously injured.”

“It was tough. Everything is covered in blood,” Liber added.

Another passenger, appearing in a video posted to social media with blood visible on his face, said the passengers were in the middle of a hijacking and had restrained the attacker as the plane prepared to land. In another video, several passengers said they were protecting the pilot.

A third passenger told Israel’s Channel 12, “There were moments when we were sure this was the end.”

Saudi authorities said the two pilots were taken to a hospital after sustaining injuries, according to international media reports. Flydubai, which is owned by the United Arab Emirates, has acknowledged that there was an “incident” that led to the diversion of the flight. It stressed that the plane landed safely and that all passengers were safe. UAE officials had not commented on the incident as of publication.

Data from Flightradar24 showed the aircraft descending roughly 14,000 feet in less than 30 seconds during the incident. The plane subsequently diverted from its route and landed in Tabuk.

The office of Israeli Prime Minister Benjamin Netanyahu said he had held consultations and was monitoring developments. “Following concerns over an aviation incident, the prime minister held consultations on the matter and followed developments,” Netanyahu’s office said. “The incident is under control, and all measures are now being taken to return the Israeli passengers safely to Israel.”

Israel and Saudi Arabia do not have formal diplomatic relations, but the two countries maintain ties. This is not the first time a flight carrying Israeli passengers has landed in Saudi Arabia.

Israeli Finance Minister Bezalel Smotrich said in a post on X that there had been an attempt to “crash” the aircraft and “murder 180 Israelis.” He called for Israel to hold accountable the “state or terrorist organization” responsible for the incident.

This is a developing story.

This article originally appeared on JTA.org.

The post Israel-bound flight diverted to Saudi Arabia after terror attack on board appeared first on The Forward.

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Far-right Israel critic James Fishback likens abortion to the Holocaust

(JTA) — James Fishback, a fierce critic of Israel and a far-right politician, offered scathing remarks about the Jewish state and likened abortion to the Holocaust during an address at the University of Mississippi on Tuesday evening.

Fishback, a former GOP gubernatorial candidate in Florida, recalled that earlier this summer the Combat Antisemitism Movement flagged as antisemitic one of his X posts describing abortion as a holocaust.

“Abortion is a holocaust, and by every single historical metric available, it was worse than the other one,” Fishback said, claiming that “61 million children have been killed in the womb since Roe v. Wade was wrongly decided in 1973.”

He also had harsh words for the state of Israel. “It is time for President Trump to call [Prime Minister] Benjamin Netanyahu and cut him off. We must decouple from Israel to save America,” he added.

Fishback was speaking at a Turn Up the Mic forum arranged by members of the University of Mississippi chapter of Turning Point USA, the organization founded by the late Charlie Kirk.

Slamming immigration policies on both sides of the aisle — Republicans for too few mass deportations and Democrats for an influx of foreign workers — Fishback declared, “It’s time to stand up and tell both parties that no, American jobs are for Americans only.”

He noted, however, that making such demands could result in a person being labeled a racist or misogynist, and that “if you’re really bad they’ll call you an antisemite.” Stressing that he condemns “all forms of religious hatred,” he maintained that “the most virulent” type is the hostility “against Christians in this country.”

Fishback blamed Israel and the inability of the U.S. to “tell them no” for drawing the country into the war with Iran. That war, he argued, has pushed gas prices and Treasury yields higher.

This article originally appeared on JTA.org.

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