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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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All Jewish eyes are on Michigan as heated El-Sayed-Rogers Senate campaign draws to a close
(JTA) — DETROIT – The U.S. Senate race in Michigan, a deeply contentious contest that has strained Jewish relationships with the Democratic Party, drew to a bitter close Tuesday as voters headed to the polls in a race that could shape which party controls the chamber.
At its center is Abdul El-Sayed, the former county health director and Democratic nominee whose anti-corporate, Medicare For All candidacy has become a rallying cry for the national progressive movement.
His uncompromising stances on Israel have also made him a target among pro-Israel groups, including AIPAC, which has spent heavily against him in both the primary and general election. AIPAC’s rare entry into a general election race came to support El-Sayed’s opponent, Republican former congressman Mike Rogers.
One of El-Sayed’s positions on Israel — to end all U.S. military aid — was once thought a far-left pipe dream. But that has changed. On Election Day morning, Trump announced that, under his watch, nearly $4 billion in annual U.S. military aid to Israel would wind down by the end of the year. Trump said Israeli Prime Minister Benjamin Netanyahu was in agreement with the need to end aid and deny Democratic critics a point of attack.
In his announcement of the plan, Trump cited El-Sayed.
“Why should we suffer the slings like lunatics like an El-Sayed when they don’t need it?” Trump said on Fox News, referring to Israel’s financial strength.
Representatives for the El-Sayed and Rogers campaigns, and for the Republican Jewish Coalition, did not immediately return requests for comment on Trump’s new pledge. It is unclear whether it will be straightforward for the White House to halt the funding by the end of 2026, given that the existing memorandum of understanding that governs it extends to 2028.
El-Sayed’s campaign has galvanized young voters and a range of other constituencies, and he pulled ahead in the polls in the race’s final stretch. But his questioning of Israel’s existence as a Jewish state and whether it or Iran posed a greater threat to the United States, as well as his prior associations with figures such as Hasan Piker, the streamer who has spread extreme rhetoric about American Jews, have sparked concern among Jewish Michiganders.
So, too, did comments the candidate made following the March terror attack on Temple Israel, a major synagogue in the state, in which El-Sayed appeared to link the attack to Israel’s war in Lebanon after reports that the attacker lost family in an Israeli strike. Hostile behavior from some of El-Sayed’s supporters toward pro-Israel Democrats, most prominently on display at the state party’s spring convention, have also alarmed Jews. El-Sayed has pledged to stand up to antisemitism.
Some Jews who had long considered themselves Democrats, including several local Jewish leaders, have cited such controversies in pledging to vote for Rogers. In some Michigan Jewish neighborhoods, yard signs proclaim that a vote for Rogers is a vote “against antisemitism.”
Accordingly, Rogers has made a play for the Jewish vote. He told the Jewish Telegraphic Agency in October that his opponent is “anti-Jew,” while running ads that played up El-Sayed’s tenuous family associations with the Muslim Brotherhood.
Top Republicans have seized on the narrative, with President Donald Trump calling Jews “crazy” if they back El-Sayed, and Texas Sen. Ted Cruz calling him a national security threat. A Trump administration event to address antisemitism was held at a Michigan synagogue weeks before the election, though El-Sayed’s name was not mentioned there.
Jewish Democrats who had broken with El-Sayed found major validation in the race’s dramatic closing days. Democrat Haley Stevens, a strongly pro-Israel congresswoman who had narrowly lost to El-Sayed in the primary, flipped sides to endorse Rogers days after her Jewish fiancé, a Democratic megadonor, did the same.
The surprise move, which Jewish Democratic leaders joined many other prominent Democrats in criticizing, came after days of back-and-forth between Stevens and El-Sayed as she sought to publicly pressure him to condemn a PAC ad that had linked rising grocery prices to U.S. aid to Israel.
Meanwhile, some prominent Jewish Democrats in the state either avoided endorsing El-Sayed or did so with heavy reservations. Michigan’s Jewish Democratic Caucus, whose leadership has been deeply divided on El-Sayed, issued a statement Monday declaring the caucus would never vote for a Republican.
“Our commitment to the Democratic ticket remains resolute as we work to build a more inclusive coalition,” the caucus stated.
Throughout the campaign, El-Sayed has sought to reassure Jewish voters. He apologized for his Temple Israel comments; distanced himself from Piker; hired a Jewish outreach director; said in a recent “60 Minutes” interview that Israel has a right to exist; and sent mailers to Jewish households stating, “I am committed to protecting all Michigan Jews against hatred and injustice.” He told JTA in August that “the prerequisite of Jewish safety is never in question to me.”
More than 1,000 Michigan Jews have signed an open letter pledging to vote for El-Sayed, compared to 560 who have done the same for Rogers. Progressive Jewish figures of note have held salons throughout the state in a bid to convince on-the-fence Jews to back him.
Yet El-Sayed also has continued to stake out positions many Jews find alienating. He asserted in the campaign’s closing weeks that Israel was “not actually our friend” and declined during a debate to say whether Israel or Iran was the bigger danger to the U.S. His campaign also released an ad, designed to appeal to conservatives, that featured a brief clip of Tucker Carlson, the right-wing pundit who has promoted conspiracy theories about Israel. In addition, El-Sayed’s careful sidestepping of objectionable material about Jews and Israel from his ostensible allies, such as Piker and his uncle, left-wing anti-Israel pundit Cenk Uygur, has continued up to Election Day.
Ahead of Election Day, some liberal-leaning Zionist Jews tried to put pressure on El-Sayed to speak more directly to their concerns. A group of rabbis and other Jewish leaders launched Nonnegotiable Michigan in a bid to have him affirm what they called five core principles of Jewish participation in the Democratic Party, including “Jewish sovereignty in Israel.” After silence from the campaign, some of Nonnegotiable’s figureheads urged their followers to write in the 19th-century Jewish poet “Emma Lazarus” instead of voting for either candidate.
Michigan’s already small Jewish population, which numbers around 105,000 adults, has further splintered over El-Sayed’s candidacy. But it could prove pivotal to the outcome of a race that may determine control of the chamber. In 2024, the state’s Senate race was decided by fewer than 20,000 votes.
Either way, the race has crystallized the Democratic Party’s shifting fault lines over Israel — and many Jews’ growing uneasiness with their place in the liberal coalition.
This article originally appeared on JTA.org.
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Trump says US aid to Israel will stop at end of year
(JTA) — President Donald Trump on Tuesday morning said that the United States would halt billions of dollars in annual aid to Israel by the end of 2026, potentially ending decades of military support for one of America’s closest allies in the Middle East.
“We were giving them $4 billion. We are. But it gets cut off at the end of the year,” Trump declared during a call-in appearance on the “Fox & Friends” morning program on Fox News. Israel’s 10-year memorandum of understanding with the United States, which currently gives Israel $3.8 billion annually, runs through 2028 so it’s unclear how easy it would be for the White House to stop the funding this year.
Referencing Israeli Prime Minister Benjamin Netanyahu’s statement in January that he wanted to taper off aid to zero at some point in the future, Trump questioned why Republicans should have to deal with criticism from hardline pro-Palestinian Democrats like Michigan Democratic Senate candidate Abdul El-Sayed when “we give them more than anybody else and they no longer need it.”
“It’s a bad talking point,” he added. His comments came as Americans across the country are voting Tuesday in midterm elections that will determine control of the U.S. House and Senate.
“We reached an agreement on that” and Netanyahu “brought it up,” Trump continued. “He said: ‘I think it would be appropriate if we do not receive aid,’ because he understands that this is one of their points of contention.”
A growing number of Democratic congressional candidates across the United States have campaigned on a platform of reducing or halting military aid to Israel during the run-up to today’s midterm elections. This April, dozens of senators — almost all of them Democrats — voted in favor of a failed motion to block the sales of certain weapons to Israel.
Yair Golan, chairman of Israel’s liberal Democrats party, slammed Netanyahu in the wake of Trump’s statement, tweeting that “precisely at a time when Israel’s defense spending has reached enormous proportions, when Israel needs to replenish its offensive weapons stockpiles, and after air defense capabilities have been depleted following such a long war—Netanyahu logs another massive failure under his name.”
“The cessation of U.S. aid is heavy damage to Israel’s security” and “a responsible prime minister would have fought to increase American aid, not eliminate it,” added Golan, whose party opposes Netanyahu’s and is trying to form a coalition to oust Netanyahu from power following Israel’s own elections last Tuesday.
This article originally appeared on JTA.org.
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A ‘unique 20th Century Israelite’ who always made sure we got it right
It’s fitting that I first met Rabbi Capers Funnye in a television studio. And it should surprise no one that the topic that brought us together — by no means accidentally — was a discussion about Black Jews.
We never stopped talking about it. And making sure others got it right.
The spiritual leader for decades of Chicago’s Beth Shalom B’nai Zaken Ethiopian Hebrew Congregation and since 2016 the Chief Rabbi of the International Israelite Board of Rabbis, Funnye died Nov. 2 at 74.
Our friendship spanned decades, beginning before we co-founded the Alliance of Black Jews with Michelle Stein-Evers Frankl in 1995. With Stein-Evers, then in Los Angeles, and me in Boston, the organization brought together Jews of African descent from around the country to celebrate our dual affiliations as normative.
Although the organization did not last beyond its early years, it spawned numerous other groups that exist today. Most significantly, it mainstreamed the fact that Blackness and Judaism are not mutually exclusive.
That’s the message we had been imparting five years earlier, on the Black Entertainment Television show Our Voices in 1990. Having filed a story mentioning Black Jews while a reporter for BET’s news division, I was asked by the network to co-produce a special on the subject. In addition to me, they asked who else should appear.
“There’s a rabbi in Chicago,” I said unhesitatingly, though I had yet to meet him, “and the police chief in Charleston, South Carolina” — Reuben Greenberg, who passed away in 2014.
Each of us came to Judaism differently: me, the child of a non-Jewish African-American father and non-Black Jewish mother; Greenberg, via conversion first through Reform, then Conservative Judaism (and also “reversion” in that he was reaching back to the religion of his grandfather), and Funnye, who had been Methodist before joining the Ethiopian Hebrew denomination (of African Americans, not Ethiopians) and later underwent a Conservative conversion.
Although his smicha was granted by the Ethiopian Hebrew group (now more broadly termed Israelite) and not by the Conservative body, he was invited to join the Chicago Board of Rabbis as its first African American member in 1997.
His dual affiliations as both Conservative and Israelite — and indeed, that of his largely Black and increasingly Hispanic Chicago shul, which also had merged with an aging Ashkenazi congregation — allowed him to serve as a bridge between many strains of Judaic practices.
“He accomplished what he wanted,” said Rabbi Baruch A. Yehudah of Congregation B’nai Adath Kol Beth Yisrael in New York. “He wanted to be a bridge builder and he built many — into the Ethiopian community, the Nigerian community, South Africa, Ghana, Uganda. He was the first one of us to be on a mainstream board of rabbis.”
“I loved him,” Yehudah added. “He wasn’t just my boss.”
Bruce Haynes, author of The Soul of Judaism, called Funnye “the most unique 21st Century Israelite” because of his role as chief rabbi. “To my knowledge, that (position) was the first of its kind. It elevated him institutionally as the premiere figure among modern-day Hebrew Israelites.”
Yet that outreach went beyond the bima. “Having chosen to move his whole family toward Conservative Judaism was an important step in cementing a personal relationship between Israelite congregations and rabbinic Judaism,” Haynes said.
Rabbi Tamar Manasseh, a protégé of Funnye who in 2021 became the first woman ordained by the Israelite body, said Funnye was “doing the whole bridge thing before anybody knew that they wanted a bridge.
“There were Black Jews who didn’t like that. There were white Jews who didn’t like that, either. It was uncomfortable for everybody until it wasn’t uncomfortable for anybody.”
She praised him for enduring “all of the stuff he had to go through to get us to a point where I can complain about things now, which is remarkable.”
I too find it difficult to separate the personal from the bridge-building. In addition to our numerous Black Jewish campaigns and initiatives — we literally traveled the world together, from Chicago to Boston to San Francisco to Uganda — he served as the rabbi for my mother’s funeral and my daughter’s wedding.
In my ever-diverse family, both were examples of bridge-building in their own right. During the wedding, my now son-in-law, whose native language is Russian, recited the line “I concentrate you to me as my wife,” prompting Funnye to break from the prepared liturgy to correct him.
“No, no. Consecrate. We gotta get this right.”
“I consecrate you to me as my wife,” the groom said, appreciative of the gentle but authoritative guidance.
Because Capers made sure to get it right.
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