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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 gunman attacked a Michigan synagogue. Here’s what happens to the community next
On Thursday, a driver rammed his pickup truck into Temple Israel in West Bloomfield Hills, Mich., a large Reform Temple about 25 miles from downtown Detroit. Blessedly, there were no casualties besides the shooter, whom security guards rapidly engaged. One guard was injured. Aside from that, everyone who was inside the synagogue, including 140 children attending school there, was unscathed.
“There’s hopeful news and there’s sad news about the aftermaths of these shootings,” said Mark Oppenheimer, author of Squirrel Hill: The Tree of Life Synagogue Shooting and the Soul of a Neighborhood, a methodical, lyrical look at what happened to the Pittsburgh neighborhood shattered by the Oct. 27, 2018 shooting that left 11 people dead.
The hopeful news is that older, established Jewish communities can rely on close, long-established bonds within and outside the community to get them through.
The sad news is that people unaffected by the shooting tend to move on and forget.
“So whereas this will haunt the Jewish community for years,” Oppenheimer told me in a phone interview, “most people outside the Jewish community will quickly move on to whatever the next horrible incident is.”
What happens next
Authorities have not confirmed the attacker’s motive, although he has been identified as a Michigan man who was born in Lebanon. But among all the unknowns, we do know a few things for certain.
We know that a great tragedy was averted due to the guards’ bravery and expertise, and due to the planning and preparation of synagogue leadership.
We know such attacks have gone from being extremely rare in the United States, to being more frequent.
And we know that what happens now, in the aftermath, matters a great deal.
That’s why, in writing about the worst mass shooting in American Jewish history, Oppenheimer spent most of his time researching what came after the atrocity.
“When the cameras and the police tape were gone, what stayed behind?”Oppenheimer, who teaches at Washington University’s John C. Danforth Center on Religion and Politics, wrote in the book’s introduction.
The power of connection
Both the Tree of Life synagogue and Temple Israel are older, deeply entrenched congregations with close ties to a number of local communities — Jewish and non-Jewish alike.
In one chapter of Squirrel Hill titled, simply, “Gentiles,” Oppenheimer chronicles how non-Jews came to the aid of the stricken congregation, including clergy, politicians and neighbors.
Emblematic of that was the capacity crowd of 2,500 people that came together at Soldiers and Sailors auditorium on the one-year anniversary of the shooting, where law enforcement, politicians and Christian, Muslim and Jewish clergy all spoke.
“There are usually people in government, in community organizations, in neighborhood organizations, who reach out, who want the Jews to know that they’re not alone,” said Oppenheimer.
Evidence of such connection was already on show in Michigan on Thursday. One reporter interviewed a woman praying outside the synagogue, who said, through tears, that the “Holy Spirit” had told her to turn her car around once she saw police cars racing past her to the scene, and go lend support.
In Pittsburgh, the 2018 shooting was also a time for the Jewish community itself to come together.
Squirrel Hill’s close-knit Jewish community crossed denominational divides to show support. An Orthodox rabbi organized a spreadsheet to manage the 24-hour vigils Jewish law prescribes over the bodies of the dead prior to burial.
“In Squirrel Hill, one of the nice things is there is a lot of community and solidarity across denominational lines and levels of observance,” said Oppenheimer, “and that’s pretty rare in American Judaism. It’ll be interesting to see how that plays out in Detroit.”
A new reality
Iin recent years, the need for solidarity and resilience in the face of such attacks has become, unfortunately, more apparent.
When Oppenheimer wrote his book, he was able to state the shooting was “a unique event” in American history. It’s true that until the Tree of Life massacre, antisemitic violence had claimed just 26 lives in U.S. history. The U.S., more than any Western country, and far more than Israel itself, had truly been a safe haven for Jews.
Since Squirrel Hill, six more people have died in four attacks. The previously well-earned sense of safety has been shattered.
“While the odds that any given Jew will be attacked remain quite low, it is obviously pretty terrifying,” said Oppenheimer.
Some critics of the national focus that fell on Squirrel Hill after the Tree of Life shooting argued that the tragedy got far more attention than similar mass shootings that had befallen non-Jewish communities.
But it’s the very rarity of these attacks that makes them so shocking and, at least for American Jews, so memorable.
In this new normal, it’s even more important for Jews to form strong, mutually supportive bonds among themselves, and with others.
And the world moves on
Those bonds are especially crucial because while the victims of violence don’t soon forget and move on, the world does.
“It’s a short burst of solidarity, and then people leave. Understandably so,” Oppenheimer said.
I suspect that even though prayers of gratitude and deliverance will echo through the sanctuaries of Detroit — and in Jewish hearts everywhere — the attack will haunt its intended victims long after the police tape comes down.
What will make the difference in how the community faces those fears and moves forward is the amount of support it receives from those outside it. If the broader Bloomfield and Detroit community refuses to forget this awful incident, it will change the course of healing.
I asked Oppenheimer what lesson he learned from the Tree of Life aftermath could apply to Temple Israel.
“In Pittsburgh, there was a long history of people showing up for each other,” he said Oppenheimer. “The relationships, or lack of relationships, that exist become more noticeable when something goes wrong.”
“Where there are strong ties before a shooting, there are strong ties afterwards.”
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Political standoff causing DHS shutdown delays security grants for synagogues
(JTA) — A shutdown at the Department of Homeland Security since Feb. 14 is halting the review of millions of dollars in security funding for nonprofits, leaving Jewish institutions and other vulnerable groups in limbo at a moment of heightened concern about antisemitic threats.
The most recent threat came Thursday when an armed assailant rammed his vehicle into a large synagogue in suburban Detroit, where trained security forces shot at him and he was killed before he could injure anyone.
The closure stems from a political standoff over immigration enforcement: Senate Democrats are refusing to fund DHS unless the bill includes new oversight and limits on ICE operations, while Republicans and the Trump administration insist on passing funding without those changes. The dispute intensified after the killings of U.S. citizens during recent immigration operations.
Applications for the federal Nonprofit Security Grant Program, which helps synagogues, schools and community centers pay for security guards, cameras, reinforced doors and other protections were due Feb. 1 But because the program is administered through the Federal Emergency Management Agency, a component of DHS, the ongoing shutdown has frozen the process before applications could be reviewed. An effort to end the shutdown failed in the Senate on Thursday.
That means organizations that spent months preparing proposals are now waiting indefinitely to learn whether they will receive funding, at a time of rising anxiety and threats.
The grant program has become a cornerstone of security planning for Jewish institutions across the United States, especially in the wake of sometimes deadly attacks. Demand for the grants has surged in recent years as antisemitic incidents have climbed and security costs have soared.
According to data from the Anti-Defamation League, antisemitic incidents in the United States have reached historic highs in recent years, with Jewish institutions frequently targeted with threats, vandalism and harassment. Community leaders say the uncertainty surrounding the grants is arriving at precisely the wrong moment.
The NSGP is designed to distribute hundreds of millions of dollars annually to nonprofits considered at high risk of attack. Organizations submit detailed applications outlining their vulnerabilities and the security improvements they hope to fund, which FEMA then reviews and awards through state agencies.
But during a federal shutdown, most DHS personnel responsible for reviewing those applications are furloughed. As a result, the process has effectively stalled.
For many nonprofits, the delay creates practical and financial uncertainty. Security upgrades such as surveillance systems, bollards, access-control systems and trained guards often depend on the grants, and institutions typically plan their budgets around the expectation of federal support.
Jewish communal security groups say the program has been one of the most successful federal efforts to help protect religious institutions. Michael Masters, CEO of the Secure Community Network, a Jewish security nonprofit, said Jewish organizations rely on federal funding to cover essential security needs, saying that it was “a challenge” that DHS was currently not processing security grant applications.
“There’s no other faith-based community in the United States that needs to spend $760 million a year, at a minimum, on security that we do,” Masters said. “That’s a reality of the threat environment that we have to adapt to, that we have adapted to.”
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A gunman rammed a Michigan synagogue. Its security preparations may have saved lives.
(JTA) — The suspected assailant, armed with rifles and smoke bombs, who rammed into Temple Israel on Thursday encountered a synagogue that was well prepared for just such an attack.
He hit and injured the congregation’s security director with his car as he plowed through the synagogue’s doors and drove down a hallway. But he didn’t manage to harm anyone else as he was found dead after trained and armed security guards shot at him
And because the rest of the staff knew exactly how to respond to an active shooter threat.
“We always worry that you can plan and plan and plan and practice and practice, and it won’t matter, because it will be something else, but it feels like a miracle that everything worked the way it was supposed to, that our team was so incredibly brave, local law enforcement’s been amazing, and that everybody’s OK,” Rabbi Jen Lader of Temple Israel told the Jewish Telegraphic Agency.
Oakland County Sheriff Michael Bouchard and West Bloomfield County Police Chief Dale Young also immediately praised the security response in the wake of the attack.
“I am deeply proud of the response, not only from the security that was on site, but also of all the police officers and the firefighters that are here right now, we train on active shooter events a lot,” Young said during a press conference outside the synagogue on Thursday. “I think that training certainly helped to mitigate what happened here today.”
Indeed, it was a situation that Jewish institutions across the United States have trained for, as antisemitism and threats of violence have ticked up in recent years, especially following the 2018 synagogue shooting in Pittsburgh that killed 11 Jews during Shabbat services. The rabbi of a synagogue in Colleyville, Texas, credited a security training with enabling him to respond when a man took him and three congregations hostage in 2022.
“Everybody flees danger, and our team went straight toward it, and they were the ones who neutralized the terrorist and saved everybody,” said Lader. “And our teachers followed, you know, to the absolute letter, our active shooter training and lockdown procedures, and saved every kid.”
Beyond the synagogue’s full-time director of security, Lader said Temple Israel also has a full team of armed security guards on the premises at all times as well as a remote security system that is able to secure different areas of the building during threats.
In late January, FBI agents also visited Temple Israel to train clergy and staff about how to respond to an active shooter.
According to a social media post from FBI Detroit, the Active Shooter Attack Prevention and Preparedness course “combines lessons learned from years of research and employs scenario-based exercises to help participants practice the decision-making process of the Run, Hide, Fight principles and take necessary actions for survival.”
Michael Masters, the national director and CEO of the Secure Community Network, an organization that coordinates security for Jewish institutions nationwide, said that the outcomes of the attack Thursday reflected the preparedness of Temple Israel.
“Investing in security is an investment, it’s a down payment on the Jewish future,” said Masters. “The community that made up the synagogue, the larger Detroit Jewish community, has been making that investment for years and years, and today, that investment paid off and lives [were] saved.”
Among the security measures that Masters said his organization recommended were “bollards or fences or natural obstructions” to the building, controlling access to the facility through reinforced doors or windows and having a security presence.
“What we hope this reaffirms is that security needs to be an ongoing investment in order to allow Jewish life, faith based life, to thrive,” said Masters. “And very much that investment can result, and did result, in Jewish lives being saved, and so we all need to recognize that and commit ourselves as members of the community at every level to be a part of making that investment at whatever level we can.”
In the wake of the fatal shooting of two Israeli embassy staffers in Washington D.C. in June, the synagogue hosted a town hall on hate crimes and extremism.
Among the speakers at the town hall was Noah Arbit, a lifelong congregant of Temple Israel who represents West Bloomfield in the Michigan House of Representatives. Arbit said in an interview on Thursday that after he first learned of the attack while working on the state house floor, he immediately began to cry and raced down to his home synagogue.
“I campaigned on taking on hate crimes,” said Arbit. “To be working on these issues, and then to see it come home to roost in my own community, in my own synagogue, in my hometown that I represent is, frankly, just like my worst nightmare.”
While Arbit praised the response by security and law enforcement as the attack unfolded, he said he was “outraged and enraged and deeply pained that it was necessary in the first place.”
“Jewish communities across the country and world have watched, you know, for the past decade, as our institutions have congealed into fortresses,” he said. “We are now forced to live behind, basically, you know, militarized, institutionally securitized institutions, and what a shame that is. It’s not just a shame, It’s unfathomable, it’s unforgivable.”
For Rabbi Mark Miller of Temple Beth El, another Reform synagogue a 20-minute drive away in Bloomfield Hills, the attack on Temple Israel served as a stark reminder of why security infrastructure was essential for Jewish institutions.
“This is one of those moments when, for years and years, we have bemoaned that we have to put so much time and energy into security for our institutions,” said Miller. “And this is one of those days that reminds us that we don’t have a choice.”
Miller’s synagogue had a recent security crisis of its own, when a man drove through its parking lot in December 2022 and shouted antisemitic threats as parents walked their preschoolers into the building. The assailant, Hassan Chokr, was sentenced to 34 months in prison in September for illegally possessing multiple firearms inside a gun store after leaving the synagogue.
“It’s a terrifying day, obviously for a lot of people, especially for parents with their kids at not only Temple Israel but at ours and other temples and Jewish institutions,” Miller said.
Lader said that among her congregants, two competing sentiments had jumped out: Those who “never, in a million years, in our heart of hearts, thought it was ever going to happen to us” and others who “knew it was only a matter of time before it knocked on our door.”
But another feeling was even stronger, she said.
“I think the overarching sentiment, and the one that I want to make sure gets out there, is our absolute gratitude to our internal teams, our amazing staff, local law enforcement and our teachers for really, like, a building full of absolute heroes, who were able to keep us safe,” Lader said.
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