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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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Israelis pause for a different kind of siren: the one marking Holocaust memorial day
(JTA) — For the last six weeks, whenever Israelis have heard a siren, they were instructed to run to their nearest bomb shelter. On Tuesday, a siren instead brought them to a halt.
The two-minute siren was the one sounded annually on Yom HaShoah, Holocaust memorial day. In keeping with a national tradition, Israelis stopped whatever they were doing for a moment of silence to remember the 6 million Jews murdered in the Holocaust. Drivers exited their cars on the streets; shoppers froze in grocery store aisles; and people strolling the streets paused where they were.
Even for seasoned Israelis, the dissonance was strong this year. Hillel Fuld, an Israeli influencer, wrote that he was initially unnerved to see so many people failing to follow the guidance about what to do when a missile is incoming.
“I exited my car and was about to lie down when I realized, that’s not a siren warning of a missile. That’s a siren remembering the six million!” he wrote.
“I felt that emotional confusion that every Israeli knows too well. Sadness. Devastation. Hopelessness,” Fuld continued. “And at the same time, tremendous pride, optimism, and unity.”
This year’s Yom HaShoah is the first since all Israeli hostages taken on Oct. 7, 2023, were freed from Gaza. Some of the freed hostages, including Eli Sharabi, participated in small remembrance gatherings known as Zikaron Basalon. Others posted symbols of Jewish survival, including Sagui Dekel-Chen, whose wife posted pictures of him alongside his grandfather, a Holocaust survivor, and Elkana Bohbot, who with his wife announced that he is expecting a child.
This article originally appeared on JTA.org.
The post Israelis pause for a different kind of siren: the one marking Holocaust memorial day appeared first on The Forward.
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Many children killed in the Holocaust had no one to say Kaddish for them. These Jews have stepped up.
(JTA) — As each week’s Shabbat morning service comes to a close at Temple Beth El in West Palm Beach, Florida, an unusual tradition unfolds as the congregation prepares to recite the Mourner’s Kaddish.
Rabbi Alan Bell asks to stand all those reciting the prayer on the anniversary of the death of a loved one. He also asks other congregants to stand, too: those who have taken it upon themselves to recite Kaddish for a child up to the age of 17 who was murdered in the Holocaust and for whom there are no living relatives to recite it.
The Conservative synagogue calls the program Remember a Child, and at least a third of members in the 150-family congregation participate. Most recite the mourner’s prayer on the date of the child’s burial as well as on Yizkor, the special memorial prayer for the departed recited in the synagogue four times a year.
But some recite the Mourner’s Kaddish far more often.
Bell and his wife Susan have “adopted” a girl named Renee Albersheim who was born in 1930 in Berlin. They do not know when she died, only that it was in the Kovno Ghetto in German-occupied Lithuania. As a result, Susan Bell said, they recite Kaddish for her each time Kaddish is recited — multiple times a day and sometimes multiple times in a single service.
It’s become a family tradition. “When each of our granddaughters became bat mitzvah we got each a child to show them that children their age were dying [in the Holocaust],” Susan Bell said.
“They were girls from different places in the world — one was from Greece and the other from Romania — and they had the same first name as my granddaughters,” she continued. “I wanted to show the girls how widespread the Holocaust was; it was a learning experience for them.”
The Nazis murdered an estimated 1.5 million Jewish children during the Holocaust, many of whom died alongside everyone else in their family. That left no one traditionally assumed by Jewish law to recite the Mourner’s Kaddish on their behalf — siblings, parents or, for adults, children and spouses.
Rabbi Alan Bell and his wife Susan Bell lead a Holocaust remembrance initiative at Temple Beth El in West Palm Beach, Florida. (Courtesy)
At Beth El, those who participate in Remember a Child think of themselves as having “adopted” a child who was murdered more than eight decades ago. Cheryl Finkelstein, who helmed the project for many years since it launched as a Men’s Club initiative about 40 years ago, said she found those who opted in tended to “take this very seriously” and grow deeply connected to the child they have committed to remembering.
“When I sent one woman a photo of the child she had ‘adopted,’ she wrapped her arms around it and waited until the paper was warm,” Finkelstein recalled. “It breaks your heart.”
The project has gained attention far beyond the synagogue’s walls, and elicited a range of mourning practices that go beyond reciting the traditional prayer.
“We had a number of people who are not Jewish who felt strongly that they wanted to be engaged in this,” Finkelstein added. “One of those women wrote a poem about her ‘child,’ imagining her as a little girl who chased butterflies, living in a world of innocence. And another woman purchased aging software and used it on a photo of the child she had adopted to see what the child would have looked like as an adult.”
Having taken over the initiative from Finkelstein, Susan Bell has sought to gather as much information as she can about roughly 15 of the children whom congregants have “adopted,” starting with a page of testimony assembled by Yad Vashem, the World Holocaust Remembrance Center in Israel.
Ari Rabinovitch, head of Yad Vashem’s international media section, said the names of the children murdered in the Holocaust and for whom there is no one to say Kaddish are kept in the organization’s online names database, which has 587,226 names of children up to and including age 17.
Rabinovitch noted that Yad Vashem has prepared a list of names — both children and adults — with details about them for use in Holocaust name reading ceremonies. “It is not uncommon for groups to access lists of names on their own for memorial services,” he said. But the memorial does not track how they are used, or how many synagogues may have adopted a practice like Beth El’s.
Bell believes at least some have. A Beth El member promoted the project on business trips, she said.
“Several of those synagogues picked it up but I don’t know if any have continued it,” she said. “It takes a toll on you when you do the research and learn what happened to each of these children.”
Menachem Rosensaft, general counsel emeritus to the World Jewish Congress who was born in 1948 to survivors of Auschwitz and Bergen-Belsen, is an outspoken advocate for such a commemoration. He believes every synagogue should incorporate some mention of the Holocaust during Shabbat services, to ensure that its legacy is woven into the ongoing fabric of Jewish life — and he sees the Kaddish for child victims at Beth El as one powerful way to do that.
“It’s important in whatever way to bring into our consciousness that we are not letting it become just another event in Jewish history, just another occurrence, just another tragedy, just another pogrom,” Rosensaft added. “Because if that happens, in another generation the Holocaust will be a statistic and basically a catchphrase for people to throw around.”
As Holocaust memory is increasingly contested in the public sphere and the trauma of the Holocaust is joined by other tragedies for the Jews, Rosensaft’s vision has grown uncertain. But Finkelstein said she knew of at least one case where Remember a Child is likely to have impact into the next generation.
One Beth El congregant who “adopted” a child murdered by the Nazis “put in his will that his son was to say Kaddish for the child after he dies,” she said. “He put the instructions in his safe deposit box so that his son would take them out along with the keys to his house.”
This article originally appeared on JTA.org.
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VIDEO: ’Love was there too:’ A Yom Hashoah commemoration in Yiddish
די פֿאַרגאַנגענע וואָך האָט דער „ייִדישפּיל“־טעאַטער אין תּל־אָבֿיבֿ אַרויסגעשטעלט אַ ווידעאָ פֿון אַ „יום־השואה“־אַקאַדעמיע וואָס די טרופּע האָט דורכגעפֿירט אין 2022. די טעמע פֿון דער פּראָגראַם איז געווען מאָמענטן פֿון ליבע בײַ ייִדן אין די געטאָס און קאָנצענטראַציע־לאַגערן.
אינעם ווידעאָ לייענען די אַקטיאָרן פֿאָר זכרונות פֿון לעבן געבליבענע ווי אויך ייִדישע לידער אָנגעשריבן בשעת דעם חורבן. זיי באַשרײַבן ווי אַזוי געליבטע פּאָרלעך האָבן זיך געטראָפֿן בשתּיקה; רירנדיקע מאָמענטן פֿון געזעגענען זיך און ווי די לעבן געבליבענע האָבן זיך באַמיט מיט אַלע כּוחות צו געפֿינען די געליבטע נאָך דער באַפֿרײַונג.
דער ווידעאָ הייבט זיך אָן מיט אַ באַגריסונג פֿונעם תּל־אָבֿיבֿער בירגערמײַסטער, רון חולדאי, אויף העברעיִש, אָבער די פּראָגראַם גופֿא איז אין גאַנצן אויף ייִדיש.
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