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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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Pomona College Agrees to Settlement Over Civil Rights Complaint Alleging Antisemitism on Campus
A pro-Hamas activist posts a banner near an encampment to demonstrate at the Claremont Colleges on May 7, 2024, in Los Angeles, California. Photo: Qian Weizhong via Reuters Connect
Pomona College in Claremont, California, has settled a civil rights complaint which accused school officials of having “permitted severe discrimination of Jewish students” in the months which followed Hamas’s Oct. 7, 2023, invasion of and massacre across southern Israel.
The Anti-Defamation League (ADL), Louis D. Brandeis Center for Human Rights Under Law, and Hillel International were part of the coalition of civil rights groups that brought legal action on behalf of Jewish students. According to a statement they released this week, the settlement calls for the college’s adopting the International Holocaust Remembrance Alliance’s definition of antisemitism, updating its non-discrimination policy to stress that antisemitism is verboten, and hiring a new official to manage the college’s compliance with Title VI of the Civil Rights Act.
“After Oct. 7, Jewish and Israeli students and teachers across the country were forced to live in fear on their own campuses. But there were many, including those at Pomona, who exemplified strength and stood up to the bigotry and hatred that threatened them,” Brandeis Center founder and chairman Kenneth Marcus said in a statement commenting on the resolution of the case. “The action steps outlined in this settlement will address the blatant and egregious antisemitism faced by Pomona’s students, therefore protecting students from facing similar treatment in the future. And we hope it encourages others to take legal action against those who violate our constitutional rights.”
Pomona College president Gabrielle Starr issued her own statement on Wednesday, saying, “Antisemitism has persisted for thousands of years, and this settlement is not a one-size-fits-all toolkit. It’ll be up to our community to put it in place — and to live it. We will work with the Executive Committee of the Faculty, Staff Council, and [Associated Students of Pomona College] to navigate the complexities and challenges together. I am grateful to their leadership in these times.”
The settlement announcement comes just over a month after Pomona College, working with its sister institutions in the Claremont consortium of liberal arts colleges in California (5C), imposed severe disciplinary sanctions on some of the members of a pro-Hamas student group who attempted to raid a campus Jewish event held to commemorate the victims of the Oct. 7 massacre, which claimed the lives of 1,200 people and resulted in 251 hostages being kidnapped and taken to Gaza.
As previously reported by The Algemeiner, footage of the incident showed the group, whose members concealed their faces with keffiyeh scarves, attempting to storm the event venue while screaming expletives and pro-Hamas slogans. They ultimately failed due to the prompt response of the Claremont Colleges Jewish chaplain and other attendees who formed a barrier in front of the door to repel them, a defense they were forced to mount on their own because campus security personnel did nothing to stop the disturbance.
Later, the group behind the incident issued a disturbing open letter on social media.
“Satan dared not look us in the eyes,” the note said, while attacking event guests and Oct. 7 survivor Yoni Viloga. “Immediately, zionists [sic] swarmed us, put their hands on us, shoved us, while Viloga retreated like he did on October 7th, 2023.”
Appearing to threaten murder, the group added, “We let that coward know he and his fascists settler ideology are not welcome here nor anywhere. zionism is a death cult that must be dealt with accordingly [sic].”
After an exhaustive investigation which drew in every member of the 5C, Pomona College determined that two of the young people involved in the raid are enrolled in sister schools it would not identify due to privacy laws. It has banned them from the Pomona campus. Two other individuals remain at large.
“Given the gravity of the alleged offense — and the published statement that has raised significant concerns about similar disruptions in the future — I have initiated an interim campus ban for both individuals, pending further inquiries, and in line with our policy,” Starr said in her last update on the matter. “The alleged behavior here is serious, and to ensure an appropriate adjudication is reached, the college is committed to maintaining a fair process.”
She added, “I assure you that Pomona hopes for — and will advocate for — an outcome that ensures our campuses are free of the kind of targeted harassment we witnessed.”
Follow Dion J. Pierre @DionJPierre.
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Bill to Help Recovery of Nazi-Looted Art Passes US Senate Unanimously, Heads to House of Representatives
A drone view of the “Arbeit macht frei” gate at the former Auschwitz concentration camp ahead of the 80th anniversary of its liberation, Oswiecim, Poland, Jan. 10, 2025. Photo: REUTERS/Kacper Pempel
The US Senate on Wednesday unanimously passed a bill that would help Holocaust survivors and their families reclaim artwork stolen by Nazis during World War II.
The Holocaust Expropriated Art Recovery (Hear) Act of 2025 updates and expands on the original 2016 HEAR Act, which created a six-year window for a Holocaust survivor or their family to file a legal claim starting from the time they discovered the location of their stolen art. The 2016 HEAR Act is set to expire at the end of 2026.
The new bill passed by the Senate this week clarifies legal protections for Holocaust survivors and their families who are seeking the return of art looted by the Nazis by making sure that their claims are considered based on factual merits and not dismissed due to legal deadlines or time-based technicalities. The new bill states that if a Holocaust survivor or their family members file a claim within six years of discovering their artwork’s location, their case cannot be dismissed just because of how much time has passed.
The bill now heads to the House of Representatives, and if it’s passed there, it will be sent to US President Donald Trump to be signed into law.
“This bipartisan effort will assist Holocaust survivors and their families who are seeking the return of artwork now held in museums and collections across the United States,” said Mark Weitzman, chief operating officer of the World Jewish Restitution Organization, which supports world Jewry in pursuing claims for the restitution of Jewish property stolen during the Holocaust.
“By clarifying and strengthening the legal framework, the bill helps ensure that these claims can be evaluated on their merits, advancing justice and accountability,” added Weitzman. “The bill now moves to the House of Representatives, and we encourage swift support to bring us closer to ensuring that claims for Nazi-looted art can be heard on their merits.”
The bill was cosponsored by US Sens John Cornyn (R-TX), Richard Blumenthal (D-CT), Thom Tillis (R-NC), Cory Booker (D-NJ), Marsha Blackburn (R-TN), John Fetterman (D-PA), Eric Schmitt (R-MO), and Katie Britt (R-AL). Cornyn spearheaded the 2016 HEAR Act.
“The thousands of missing pieces of art looted from Jewish families by Hitler’s regime during the Holocaust are a painful reminder of a time when cruelty and hatred reigned,” Cornyn said in a released statement. “This legislation renews our commitment to Holocaust survivors and their families by ensuring cases are heard on their merit, offering a path to restitution and assurance that such injustices are never forgotten.”
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Middle East Scholars Hope New Book on Oct. 7 Will Combat the ‘Promotion of Fallacies on Campus’
Pro-Hamas demonstrators at Columbia University in New York City, US, April 29, 2024. Photo: REUTERS/Caitlin Ochs
A consortium of Middle East scholars, as well as one student, has published a new book examining the impact of Hamas’s Oct. 7, 2023, massacre across southern Israel on geopolitics, media, and the landscape of higher education, The Algemeiner recently learned.
Edited by Scholars for Peace in the Middle East executive director Asaf Romirowsky and Smith College professor Donna Robinson-Divine, the book, titled October 7: The Wars Over Words and Deeds, includes essays by esteemed thinkers such Andrew Fox, KC Johnson, and Alex Joffe and it has already been acclaimed by professors representing higher education institutions across the Western world, from the University of California, Berkeley in the US to Kings College London in the United Kingdom.
On Friday, The Algemeiner spoke with Romirowsky and Robinson-Divine for nearly two hours to discuss their hopes for the project. One hope, they said, is breaking higher education’s dialogue on the Middle East out of a conceptual prison in which the convulsions of campus activism preclude careful analysis of a region whose rich history and effect on global stability demand seriousness. Wars Over Words and Deeds, they said, achieves this objective by contributing to “the academy” sound scholarship on the Middle East which respects the complexities it has posed to statesmen, scholars, and presidents since the collapse of the Ottoman Empire following the conclusion of World War I.
“We saw constantly a dearth of information and the promotion of fallacies on campus — a kind of rapid fire of lies and disinformation. We felt that we needed to actually look at the question of Israel and the Middle East from a rigorous academic standpoint,” Romirowsky said. “As historians, politic scientists, and analysts, we came together as a group to actually look at the historical patterns of behavior and historical evidence and describe the events which led up to Oct. 7 and what has transpired since.”
As previously reported by the Algemeiner, since the Oct. 7 massacre college faculty and students have treated the Israeli-Palestinian conflict, as well as the subject of regional order in the Middle East, as a political and ideological issue, holding rallies, occupying buildings, and demanding sweeping policy changes such as divestment from Israel and the expulsion of Jewish academics. In dozens of incidents documented by The Algemeiner, they translated their zeal into speech which drew from Nazi-era rhetoric and other classic antisemitic tropes.
These activists have created an unusual convergence of interests connecting political Islamists, classical, white supremacist antisemites, and even far-left activists who advocate non-heteronormative gender roles and sexualities, Robinson-Divine noted.
“Anti-Zionism seems to be a vehicle for cementing ties between progressives who might not otherwise share a policy consensus,” she explained. “Muslim activists might have little in common with LGTBQ activists striving freedom and expanding social rights but they can unite around the issue of Israel.”
A coalition comprising factions which are normally at odds over the biggest political questions can only arise in a climate of deception, she noted.
“The incentives for distorting terms and concepts, for pushing an agenda, have been powerful over the past 10 years,” Robinson-Divine continued. “Higher education confers valuable material and social rewards to those who join the anti-Israel movement. But there are people who want information and accuracy, and I haven’t entirely despaired.”
One of the issues explored by The Wars Over Words and Deeds is the anti-Zionist left’s denial of reports that Hamas fighters sexually assaulted men and women on Oct. 7 and continued to do so after the fact to hostages it kidnapped and transported to Gaza. The Yale Daily News, for example, helped to popularize this denialism in higher education in November 2023, when it censored a column which discussed the sexual assault, calling the accounts of victims “unsubstantiated” — an outrage for which it later apologized.
“What is interesting about some Western responses to Oct. 7 is that groups which fall on the liberal side or the political spectrum, who claim to be invested in the well-being of women and disposed peoples,’ contribute to mass dehumanization which enables conditions for horrific gender-based violence to occur on nationalistic grounds,” writes Smith College student Skylar Ball in her contribution to the book. “When we turn our backs on truth, we enable dehumanization, and we subsequently turn our backs on humanity.”
Romirowsky, Robinson-Divine, and the scholars they brought together have a tall task, as anti-Zionist extremism in higher education has proven to be infectious.
Just last month, a New York City college saw a portentous incident in which a student and local imam disrupted an interfaith event by issuing a verbal fatwa which called for imposing sharia law on Americans, defended amputating the limbs of misdemeanor level criminals and the wealthy, and denigrated a Jewish co-panelist, Baruch College professor Ilya Bratman.
“If you’re a Muslim, out of strength and dignity, I ask you to exit this room immediately,” said Abdullah Mady, who is enrolled in the Master’s in Translational Medicine (MTM) program. “Sharia … stands against the oppressor. When sharia is implemented, pornography — gone. Alcohol industry — gone. Gambling system — gone. Interest is gone, which is what they use to enslave you.”
Follow Dion J. Pierre @DionJPierre.