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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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Zoom chat: Memories of Yiddish and Bund gatherings in Melbourne
אין קאַרלטאָן, אַ געגנט אין מעלבורן, האָט מען אַ מאָל געהערט ייִדיש אויף דער גאַס; געגאַנגען אויף בונדישע פֿאַרזאַמלונגען און אין ייִדישן טעאַטער, און געזונגען ייִדישע לידער.
אין אָט דער וועלט איז אויפֿגעוואַקסן דער שרײַבער אַרנאָלד זייבל, אַ קינד פֿון בונדישע אימיגראַנטן פֿון פּוילן. זונטיק, דעם 15טן נאָוועמבער, 7 אַ זייגער אין אָוונט ניו־יאָרקער צײַט, וועט אלי בענעדיקט, פֿון דער ייִדיש־ליגע, פֿירן אַ זום־שמועס מיט זייבלען וועגן זײַנע קינדער־יאָרן אין מעלבורן — דער עיקר, וועגן די ייִדישע שולן, טעאַטערס, לידער און די מענטשן וואָס האָבן געשאַפֿן יענע וועלט.
זיי וועלן אויך אַרומרעדן ווי אַזוי די זכרונות פֿון יענער וועלט לעבן ווײַטער אין זײַנע ביכער.
אַרנאָלד זייבל איז אַ שרײַבער, דערציילער און אַקטיוויסט פֿאַר מענטשנרעכט. זײַנע ביכער, וואָס זענען אויף ענגליש, באַהאַנדלען טעמעס פֿון אימיגראַציע, זכּרון און גלות. צווישן זײַנע באַקאַנטע ביכער געפֿינען זיך „קאַפֿע שעהעריזאַד“ און „בריליאַנטן און אַש“.
די אונטערנעמונג איז פֿרײַ פֿון אָפּצאָל. כּדי זיך צו פֿאַרשרײַבן, גיט אַ קוועטש דאָ.
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At Moontower Minyan, cowboy hats meet kippot
AUSTIN, Texas – In an old churchhouse in Austin, with light streaming through the arched windows, a man wearing a cowboy hat and strumming an acoustic guitar croons the classic Willie Nelson ballad, “I thought about you, Lord.”
Along with his cowboy hat, the singer is also wearing a tallit. His bandmates, plucking at the bass and playing the drums, choose a different type of headcovering: yarmulkes. Welcome to Shabbat at Moontower Minyan, held at a former church turned artist collective.
Rabbi Dan Ain and his wife, poet Alana Joblin Ain, started Moontower Minyan shortly after the Hamas-led attacks in Israel on Oct. 7, 2023 — when many Jews in Austin who didn’t have ties to a community sought meaningful ways to express their Judaism and meet others seeking a similar creative outlet.
“We wanted to have experiences where we didn’t feel locked into expressing Judaism in only one monolithic way,” said the rabbi, who moved to Austin from San Francisco at the end of the COVID pandemic. “We wanted to experience the diversity of what it could be in this town in order to be more human and more alive.”
In a population of more than 2.5 million in the greater Austin area, more than 62,000 are Jewish. According to a recent study of Austin by the Cohen Center for Modern Jewish Studies at Brandeis University, 44% of Jewish adults have lived in Greater Austin for less than one decade, while just 10% were raised locally.
The Ains are two of the 11,800 who have lived in the city for less than five years – part of a larger trend of people from the coasts coming to Austin to find something more laidback and affordable. With Moontower Minyan, they are trying to infuse that vibe into Judaism, along with a healthy dose of country tunes.
Think Purim pageants with country ballads about Esther, prayers sung to bluegrass melodies or a Honky Tonk Hanukkah with two-step lessons. Ain says Moontower Minyan is doing what Diaspora Jews have always done: blending local culture and their religion. And in a city once dubbed the “Live Music Capital of the World,” a minyan would not be authentically Austin without live music.
Though services often include traditional prayers, they also include bluegrass, jazz and other melodies. In addition, congregants take turns “making offerings,” which at Moontower means taking up a mic or an instrument and joining the band.
“If you go to a traditional synagogue, you’ll often hear melodies that are German,” Ain said. “If you go to a Reform synagogue, you might hear Debbie Friedman melodies, which are from the 1960s.”
“These are aesthetic choices, and the people that I’m meeting in Texas want to figure out ‘How do we create a Jewish community that looks and feels and sounds like us without it having to be reflected through how Eastern European Jewry looked and felt?’” he added.
David Rabinowicz, 32, moved from Boston five years ago with aspirations of gaining a foothold in the music scene. He quickly found his footing, but after Oct. 7, a lot of his industry friends turned their backs.
“I lost a pretty significant amount of my community,” he said. “A lot of the arts got dominated by anti-Jewish sentiments. It became very clear to me very quickly: I wished I had invested some time into building a Jewish community, in part as a safety net, and it became clear to me that was a very important thing to me missing from my life.”
Determined to do more “Jewish things,” he attended a Shabbat dinner where he met Ain and eventually became creative director of Moontower Minyan.
“It’s done a lot for me to get to take these ostensibly different sides of my life and not only have them coexist, but actively feed off of each other,” he said.
Jew Boom
Ain, now 50, hadn’t always planned to be a rabbi. He graduated law school, took the bar exam, and was about to begin practicing in Manhattan when 9/11 happened.
“I felt a calling to serve the Jewish people, in particular those who — like me — felt called back to their faith,” he said.
The following year, Ain enrolled in rabbinical school at the Jewish Theological Seminary, part of the Conservative movement. For two decades now, he has served Jews both through traditional congregations and independent minyanim, creating start-up projects with his wife, including a Brooklyn-based group called Because Jewish, which offered musical meditations.
Raised in Long Island, he never saw himself living in the Lone Star State.
Little did he know, for more than a century, Austin had been home to a small Jewish population until 1968, when the community began to grow. Since then it has grown 20-fold, one of the fastest growing Jewish communities in the U.S. University of Texas at Austin,
the flagship of the University of Texas system, has had much to do with that growth, bringing Jewish professors and students from all over the country.
As Austin became a center for high-tech industry, more Jewish adults moved there in the 1980s to work for companies like IBM, Texas Instruments and Motorola. But it was a single company, started by a Jewish UT Austin student, Michael Dell, that really made the city’s Jewish population explode: Dell Computers.
The company transformed Austin from a medium-sized college town to a booming tech-hub, drawing workers from across the country. In 2000, Michael Dell shaped the Jewish community in another way, creating the Dell Jewish Community Campus, which hosts the city’s JCC, federation, a day school and three synagogues.
Austin saw another boom during the COVID pandemic, when the Austin metro area’s population grew by 15 %. Moving to Austin in 2022 from San Francisco where Dan was a rabbi at a Conservative congregation, the Ains became part of this boom.
But the suburban-style Texas sprawl of Austin covers nearly 320 square miles, a footprint larger than New York City. Only 13% of Austin’s Jewish
families live in close proximity to the Dell campus in northwest Austin. For the Ains and many other Austin residents, getting there is practically a road trip. That might explain in part why the Brandeis study found that only
15% of Jewish households belong to a Jewish congregation either locally or elsewhere.
Light up the Texas night
Moontower Minyan fills a void in more ways than one.
Ellie Cohen, 23, is one of the few members of Moontown who was born and raised in Austin. She left for college at the University of California in Los Angeles, then came back, hoping to take advantage of the laid back vibe and musical culture. But she discovered her hometown, whose slogan famously used to be “Keep Austin Weird,” now wasn’t all that different from other American cities with high tech hubs and corporate headquarters.
As the city has become a destination, it’s also gotten more expensive. Artists have been priced out and homegrown live music venues have shuttered. For Cohen, worshiping with Moontown Minyan conjures what she missed.
“I didn’t think Jewish life could be cool in Austin, Texas,” Cohen said. “Judaism is such an intimate way to get to
know people. I love what Moontower is doing to awaken that in a lot of people.”
Moontower Minyan’s name is inspired by Austin’s history. More than a century ago Austin erected its first “moontowers,” 165-foot steel lighting structures to light up the darkness. The city still has 17 in use today, and they even got a shout out in the film “Dazed and Confused,” where the characters party under a moontower.
Dan Ain likes the imagery of a light in the darkness: “lighting up like a menorah, wanting to light up the Texas night, is a nice feeling for us.”
The minyan’s monthly Shabbats, held at the Something Cool Studios artist collective, draw around 60 people. High Holiday services were standing room only.
The Ains are even expanding the community into the area’s Hill Country, a rapidly-growing area right outside the city.
“When you leave a service that he does, you feel really good about yourself, and you feel really good about being Jewish,” said Sarah Kline, a mother of four who lives in the Hill Country town Dripping Springs. “That’s what I want my kids to feel.”
Phill Brush, a bluegrass bassist and singer who regularly performs at Moontower Minyan, had never thought to incorporate his Judaism into this bluegrass.
“Rabbi Dan is the first rabbi I hung out with since I graduated Hebrew school,” said Brush.
“His service style is not the typical sit down and say the prayers that we always say, and do that,” said Brush. “He is building and cultivating his own style and interpretation of spirituality, especially based around art and music, which resonates with me.”
Moontower Minyan even inspired Brush to start a new band, “Old Time Religion,” which sings bluegrass songs about stories from the Hebrew Bible and has become Moontower Minyan’s house band.
At a recent Shabbat dinner with Moontower’s leadership team, Alana Joblin Ain covered her eyes as she recited the blessings over the Shabbat flames. Dan Ain blessed the wine and challah, tore the bread and tossed chunks to guests across the table as he delivered a d’var Torah based on the parsha. He compared the Tower of Babel, built after the flood, to an ancient AI data center. Both illustrate humanity’s tendency toward self-preservation and conformity in the face of fear.
“God comes down and says this is not good,” he explained. “It’s not good if we lose the point of being human, which is to express our creativity and our individuality and our humanity the way God intended.”
“If you want to think about sort of after a tragedy when a lot of people wanted to get together and express their Jewish identity,” he said, referring to Oct. 7, “we’ve begun to create a space where people can do it in a way that feels authentic.”
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Jewish voters split on giving Mamdani a second term — and see Jessica Tisch as his strongest rival, new poll shows
Jewish New Yorkers divided over Mayor Zohran Mamdani’s handling of antisemitism and criticism of Israel are also split on whether he deserves a second term, with some eyeing his Jewish police commissioner, Jessica Tisch, as a potential challenger, according to a new poll. Mamdani, the city’s first Muslim mayor, won a bitterly contested Democratic primary last year without securing a majority of Jewish voters.
The survey by Honan Strategy Group of 269 Jewish Democratic primary voters across the five boroughs, shared exclusively with the Forward, found that Tisch narrowly leads Mamdani 44% to 42% in a hypothetical head-to-head matchup for mayor in 2029.
Mamdani remains the frontrunner, according to the poll, even among Jewish Democrats in a crowded primary field that hypothetically includes three Jewish rivals. He received 44% support, compared with 25% for Tisch, 7% for City Council Speaker Julie Menin and 4% for Rep. Dan Goldman, in the poll. Another 13% were undecided.
The poll was conducted Oct. 2 through Oct. 7 via text-to-web, with a margin of error of plus or minus 6 percentage points. Among all 967 likely Democratic primary voters surveyed, Mamdani leads Tisch 54% to 17% and enjoys a 73% job approval rating. The margin of error for the overall primary voter sample was plus or minus 3.2 percentage points.
The results highlight the unusual political position of Tisch, who has become one of the most popular figures among Jewish New Yorkers while serving under a mayor whose views on Israel and handling of antisemitism have drawn widespread criticism from the community. Asked whether Mamdani should be reelected in 2029, 44% of Jewish primary voters said it was time for someone new.
But the findings also show the limits of a potential challenge.
Mamdani has a relatively stable base of Jewish support — 45% approve of his job performance, 41% favor giving him another term, and he receives between 44% and 43% in potential head-to-head matchups against Menin and City Comptroller Mark Levine, respectively.
Jewish voters make up only an estimated 16% of the primary electorate, and even before his election, Mamdani had built a coalition of Jews who support him, including some Hasidic sects that continue to embrace him. Mamdani swept progressive Jewish neighborhoods in Brooklyn and Manhattan on his way to a citywide win last November, according to analysis of election districts where at least 10% of voters have Jewish-identifiable surnames.
The results, which seem to show an increase in support for the incumbent mayor, also come nearly three years before the next mayoral election, with no indication that Tisch is considering a run.
Why Tisch stands out among Jewish voters
Tisch, who comes from a prominent Jewish family and has publicly expressed support for Israel, has emerged as a reassuring presence for many Jewish New Yorkers who have deep concerns about Mamdani’s leadership. In the poll, 51% said they disapprove of Mamdani’s job performance, including 39% who strongly disapprove.
A separate Honan poll, conducted during the same period among 503 respondents, found that nearly two-thirds of all Jewish voters disapproved of Mamdani’s handling of antisemitism. By contrast, 75% approved of Tisch’s performance on the issue.
The partnership between Mamdani and Tisch has offered political benefits to both. Earlier this year, Mamdani declined to march at the annual Celebrate Israel Parade, citing his longstanding criticism of the Israeli government. Tisch, however, marched and represented the city.
Tisch has also made her Jewish identity visible in her public role. She placed a mezuzah on the door of her NYPD office, a gesture that resonated with Jewish New Yorkers concerned about rising antisemitism. And she spoke at Central Synagogue, where she’s been a lifelong member, at Shabbat services one week after an attack in the sanctuary.
Gov. Kathy Hochul, who endorsed Mamdani after the primary, revealed in a recent interview with Politico magazine that, before offering her support, she had urged him to retain Tisch as head of the police department, citing her Jewish identity. “I thought it was very important because she’s a credible voice, she is a Jewish woman, has a successful family,” Hochul said. “It’s important that she stays. She knows her role is important. He knows her role is important.”
Asked whether Tisch might eventually run for office, Hochul said, “I don’t know, and she had an opportunity last spring if she wanted to, as well.”
Mamdani has repeatedly defended his decision to keep Tisch in her role despite pressure from his progressive allies. “Jessica Tisch is the police commissioner. I have no plans to change that,” Mamdani said at a recent press conference following an Immigration and Customs Enforcement shooting in Manhattan that sparked protests over the NYPD’s response.
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