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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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A war-weary Jerusalem marks Purim one day after the rest of the world, a tradition born in what is now Iran
(JTA) — JERUSALEM — As the sun rose over Jerusalem on Wednesday morning, sirens rang out, signaling yet another incoming missile attack from Iran.
This time, it coincided with the morning of Shushan Purim, as thousands of Israelis gathered — despite a prohibition on public gatherings — to read the Megillah and fulfill the mitzvah of hosting a reading after sunrise on the day of Purim.
Purim in Jerusalem, known as Shushan Purim, takes place a day later than in the rest of the world due to its status as a walled city during the time of the holiday’s story, when the Jews in Shushan, also a walled city located in what is now Susa, Iran, fought for their survival a day longer than Jews elsewhere in the kingdom.
Emergency regulations imposed by Home Front Command ban large gatherings, even in shelters, but Israelis have eschewed the restrictions to continue their celebrations. Top rabbis in Israel encouraged Israelis to follow government guidelines but opined that Zoom readings do not fulfill the requirement under Jewish law to hear the Megillah read in a prayer quorum. On Tuesday, Israelis across the country celebrated Purim in bomb shelters and underground parking garages, many of which are rated to withstand bombs dropped from above.
Just a few hours after the air raid alert ended on Wednesday, Jerusalemites could be seen wandering the streets, some intoxicated and others wearing costumes — or both — to celebrate the public holiday.
Two yeshiva students from New Jersey said, while waiting to catch a light rail train into the city, that they “were not worried at all about the missiles. We check our phones and go to the shelter.”
In the haredi neighborhood of Mea Shearim, life continued largely as normal. Children wandered the streets wearing costumes, and families walked into synagogues for Shacharit services, with prayers echoing through the streets.
In more secular neighborhoods, friends gathered to drink and celebrate the holiday, with some describing a “waiting game” to get their drinking in before another missile is launched and they have to head back to the shelter.
An ultra-Orthodox man celebrates in the streets of Mea Shearim, holding wine in one hand and showing a thumbs up with the other. The official commandment from the Torah is to drink until one cannot tell the difference between “cursed is Haman” and “blessed is Mordecai.”
Amber, Maya and Vicky kept their family shop open on Jaffa Street despite the threat of missiles. You Need Coffee has been open at its current location since 2011, and Maya described how “during the last war our business took a really big hit, and it’s something we expected this time, but the community keeps showing up.”
Vicky added, “They need their coffee, and we know our customers, so there’s a sense of we’re all in this together. Plus, we have a shelter in the basement, so it’s safer here than anywhere else.”
This is the second full-scale war with Iran in the last nine months, but all of the workers in the shop said they were willing yet again to deal with the consequences for the “freedom of the Iranian people.”
A family wearing matching costumes waits to catch the light rail into the Jerusalem city center. Public transportation in Israel is operating at limited capacity due to the war. The light rail had been closed since the war’s start but reopened on Wednesday.
A child who lives in Beit Yisrael, a haredi neighborhood in central Jerusalem, poses for a photo to show off his IDF soldier costume.
Children walk down the streets of Mea Shearim with their parents as they shop for goodies to celebrate the holiday. Pashkevils, or public announcements, cover the walls and communicate rabbinical rulings and other public information.
A Beit Yisrael family poses for a photo showing off their Purim costumes.
A man wearing a bunny costume walks in the streets of Mea Shearim, where not everyone was in costume for the holiday. Still, Yiddish techno music could be heard echoing off the brick walls of the neighborhood from the parties taking place there.
On Etz Hayim Street, just outside the Jerusalem shuk, a young Israeli poses to show off his costume — one half Israeli soldier, the other half sporting a suit.
One of the commandments for the Purim holiday is to give tzedakah, or charity to the poor — matanot la’evyonim — which requires giving to at least two people in need on the holiday. A young boy waits on the street, asking passersby for donations.
The post A war-weary Jerusalem marks Purim one day after the rest of the world, a tradition born in what is now Iran appeared first on The Forward.
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Faith heals the Deepest Wounds, Soothes the Greatest Woes
Across centuries, the Jewish people have experienced collective trauma, from the ancient exiles to modern-day tragedies. Despite these painful occurrences, Jewish tradition is a real treasure trove of healing through religious practices and teachings of the Torah. The Torah shows people how to process and move beyond suffering, and how the Bible can be a source of resilience and hope, even when all seems lost.
One of the greatest Jewish principles of practice is the practice of remembrance. The Torah calls the Jewish people to recall past suffering, not to dwell in sorrow, but in order to take the moment to derive lessons and strength from their adversity. This is reflected in such rituals as Passover, which celebrates the Exodus from Egypt and the liberation of the Jewish people from slavery. Likewise, Tisha B’Av is a day of remembrance for the destruction of the First and Second Temples. These rituals are not reminders of sorrow but tools necessary for transmitting the lessons of history to future generations. Through the practice of remembrance, Jewish communities are reminded time and again of the strength they have shown over the ages and the necessity to cultivate hope for the future.
Aside from the remembering process, the Torah also provides organized practices designed to assist an individual in coping with loss and suffering. The mourning practices, like Shiva, the seven-day mourning period, and Yahrzeit, the yearly observance of a loved one’s death, are a supportive mechanism whereby both the individual and society can cope with their loss. The practices are social in nature, reinforcing the idea that healing is as much an individual process as it is a social one. The social aspect of the practices creates solidarity and provides mutual support so that everyone mourns together.
Prayer and fasting are of profound significance in the Jewish healing environment. Yom Kippur and Tisha B’Av are such special days for soul-searching, repentance, and spiritual rebirth. On such days, the individual and collective seek forgiveness, atonement, and healing. These are spiritual exercises aimed at cleansing the soul and reconciling with God, an indication of the faith that, irrespective of the intensity of the agony, a path to spiritual healing always exists.
Community lies at the core of healing trauma within Jewish life. At the center of healing is the idea of Klal Yisrael—the Jewish peoplehood. In times of adversity, Jewish communities unite through acts of interdependence, prayer, and shared ritual. The communal care creates a basis of resilience, reminding individuals that they are not isolated in their suffering. In fact, the community’s strength can become a healing force, repairing the damage of trauma.
Chaya Lerner’s book, Torah of Trauma, explores the spiritual and psychological aspects of healing in the Torah. In her book, Chaya addresses how scriptural lessons can guide individuals and communities through healing from trauma and transforming it into what makes them stronger. Chaya utilizes ancient Jewish sources and modern therapy methods to explain that the Torah offers healing tools. Chaya’s work emphasizes that healing from trauma is not merely an understanding of the past but also the transformation of that understanding into a path forward. The book explores how Jewish heritage offers hope, healing, and a way to heal the spirit after suffering.
In an age where trauma manifests in so many different disguises, affecting so many individuals and communities, the Jewish approach to healing with the Torah is a sage one. Chaya Lerner’s Torah of Trauma is a guide for those willing to discover how scripture can heal emotional and spiritual hurts. By immersion in the Torah, remembering past struggles, and participating in communal rituals, the Jewish faith traces a path to resilience, hope, and spiritual rebirth. Through these sacred rituals, individuals and communities can transform their pain into power, emerging from trauma not just as a whole but more resilient than ever before.
Essentially, Jewish heritage teaches the realization that collective trauma does not characterize the people, but rather completes them. By accepting the teachings of the Torah, individuals and communities can heal, not only for themselves, but for society as a whole as well. The teachings given within the Torah are an eternal reminder of redemption, a reminder that there is always space for renewal and development, even in the darkest of sufferings.
The post Faith heals the Deepest Wounds, Soothes the Greatest Woes appeared first on The Forward.
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Poland returns 91 Jewish objects to Greece, decades after they were stolen by the Nazis
(JTA) — A trove of sacred Jewish objects from Greece that was stolen by the Nazis and displaced for decades in Poland is finally heading back home.
Poland returned 91 religious and ceremonial artifacts to the Greek government at a ceremony in Warsaw on Wednesday. Among them were Torah scrolls, a Torah mantle and silver finials that adorned a scroll’s wooden rollers — fragments of a rich Greek Jewish heritage that was nearly wiped out.
This marks the first time Poland has repatriated cultural property held under its care that was illegally taken from another country.
The Nazis stole the objects from synagogues in Thessaloniki, a port city once known as the “Jerusalem of the Balkans.” Jews made up half of Thessaloniki’s residents in 1919. Some 59,000 Greek Jews, over 83% of the country’s Jewish population, were killed in the Holocaust.
These items were seized by the Einsatzstab Reichsleiter Rosenberg, a Nazi agency dedicated to looting Jewish valuables, as it plundered homes, synagogues, cemeteries and cultural institutions across Greece in 1941. The objects were transferred to Nazi depots in southwestern Poland and rediscovered at a castle in Bożków after the war. In 1951, the Polish Ministry of Culture moved them to the Jewish Historical Institute in Warsaw, where they remained until now.
This return follows years of advocacy and provenance research. The Greek government formally requested the collection’s restitution in 2024, and the World Jewish Restitution Organization coordinated with Greek and Polish authorities to facilitate it. Now, the objects are headed to the Jewish Museum of Greece in Athens.
About 5,000 Jews live in Greece today.
Poland is the only member of the European Union with no comprehensive legislation to address the restitution of property seized by the Nazis and later nationalized by the communist regime. Since the country became a democracy in 1989, several bills have been proposed to return private property to Holocaust survivors and their descendants, but none became law.
In 2021, Poland passed a law that prevented people who sought to claim property from challenging administrative decisions more than 30 years old. This time limit made it virtually impossible for former owners, including Holocaust survivors and their descendants, to recover properties that were appropriated during the communist era.
In a statement, WRJO president Gideon Taylor and COO Mark Weitzman said the return of the Greek Jewish collection represented a milestone in international cooperation for Holocaust-era restitution.
“While Poland has broader restitution issues to address, we hope this historic act marks the beginning of a consistent, systematic approach to historical justice,” they said.
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