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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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How Billy Wilder and B&H Dairy birthed ‘The Only Living Pickpocket in New York’
Noah Segan’s crime thriller The Only Living Pickpocket in New York has drawn comparisons to NYC auteurs Spike Lee, Elaine May and John Cassavettes. While the writer-director is far from anxious about these influences, he notes another, less obvious touchpoint: a Billy Wilder comedy.
“There’s a line in The Apartment, where the very kindly Jewish neighbor doctor says to Jack Lemmon’s character, after he’s been through all of this meshugas with his apartment,” Segan, wearing a shirt that reads “I [Image of a heart-shaped pretzel] New York,” said in a Zoom interview.
The neighbor advises Lemmon’s befuddled, hyper-gentile character to “be a mensch.” In explaining what it means, he says, “just be a person.”
In Pickpocket, Harry Lehman (John Turturro), the titular gentleman thief, calls his neighbor across the hall a mensch for looking out for his wife. Her response: “I’m just being a person.”
While the film, about what happens when an old-school filcher accidentally lifts a high-tech MacGuffin, has its share of grit and cynicism for an increasingly impersonal, online world, its open-hearted menschlikeit shines through.
I spoke with Segan about the film, his sophomore feature after his 2022 Jewish vampire romp Blood Relatives, about Yiddish, B&H Dairy and whether Turturro is the GOAT of non-Jewish actors playing Jews. The following conversation has been edited for length and clarity.
How did you arrive at this idea of an ode or elegy to a Luddite New Yorker?
I looked in the mirror. (Laughs) I’m sort of a Luddite New Yorker — at heart. But a realist, I guess.
It started with a character. It started with Harry. You go, “OK, what is he going through? How is he functioning? What are his challenges?” And then you go, “Oh man, this guy is New York. And this can happen in New York. And I’m from New York.” You’re looking for patterns, you’re looking for the thing that works for you — but is it a chicken and the egg? Is it New York? Is it Harry? Are they the same thing? But once you get those two aspects, the rest of it can blossom naturally.
Your embodiment of New York is an old Jewish guy.
The embodiment of me is an old Jewish guy! (He fishes out a chai necklace from under his collar.) I got my little chai. Represent for the Forward.
In your previous film, Blood Relatives, you were a Jewish vampire. You said in an interview you were thinking about the fear of “otherness.” I’m wondering if there’s something in that choice of making Harry Jewish. Someone with community, but kind of on the margins. Obviously, in New York we don’t think of ourselves as being marginal, but maybe it’s indicating a change.
I think for the first film, part of the conversation was how to discuss otherness through both a realistic lens: that of a Jew, and through a cinematic lens, that of a vampire. The more you think about things like blood libel, the more you think about things like how Jews were murdered, all of that colors that dynamic. In Pickpocket, it’s a little bit different because Harry isn’t really an “other” he is one of. Not just because there are lots of Jews in New York, but there’s lots of everybody in New York!
I think that New York is often unified less based on religious and racial lines, much more so on socioeconomic lines, which of course is something this movie talks about.
Part of the texture there is Yiddish as a kind of lingua franca. We have Giancarlo Esposito and Lori Tan Chinn — older, non-Jewish characters. They all use it. I know we all say “schlep,” but I teach kids at City College, they don’t all know the word “mensch.” Is that a disappearing part of New York for you, in the same way Harry is recognizing his obsolescence?
To me, it’s not a disappearing part because I run into it all the time, and I think most New Yorkers know a little bit of Yiddish, just like most New Yorkers know a little bit of Spanish and that’s how you get by.
You’ve spoken of the Jewish-Italian handshake, a principle in casting that lets Robert DeNiro play Ace Rothstein and James Caan play Sonny Corleone. I have long maintained that John Turturro is probably the greatest living non-Jewish portrayer of Jews.
I think the idea with John is that he embodies New York to such a degree, that he truly does get to do any version of a New York character. This is a guy who just is New York, and so if you let him be a New York-coded character, it is what it is. It is whatever it needs to be. That man knows more about Philip Roth than anybody I’ve ever met, which makes me feel like that makes him definitely an honorary Jew.
Harry’s doorpost has a mezuzah and he goes to visit his daughter and there’s a wreath on the door. I was wondering about that bit of set dressing.
The mezuzah on the door — it’s like painted over. The idea that it had been there a long time was really important to me. That this is a matter of fact of one’s life. There is probably a question of how much Harry’s culture and religion influenced his daughter, who he left at a young age, and her choices to identify or not with that. Obviously, who knows who she married and how they practice. There are Jews who feel jolly and put a wreath on their door, so there’s no rule about that. But I do think that it is safe to say that there were historic, cultural, ethnic identifying aspects that Harry did not pass on. And that is part of the tragedy, of course, of leaving one’s family.
Did you shoot the film before the death of the MetroCard, and do you think Harry would have been able to figure out OMNY? I feel like the transition from tokens might have been difficult for him.
The transition from tokens was definitely difficult for him. We still had MetroCards when we shot the movie. I think it was a combo. But he doesn’t have a phone to tap! So what’s he gonna do? He’s gonna get an OMNY card and load it up? I mean, I guess that’s sort of like having a MetroCard.
The other day my phone died, so I just used my credit card. So you could do that in theory.
I don’t know if Harry has a credit card.
He deals in cash.
I think what he’s doing is he’s just waiting for somebody to open the emergency door for him. And then he passes them a couple bucks.
How do you think he would feel about Mamdani and the Knicks championship?
I don’t know if Harry votes. I think he likes to stay off the rolls. The more off-the-grid he could be, the better. But I do think that he would be very pleased about the Knicks. I don’t know if he’d be as pleased as John is. But I think he would be very pleased about the Knicks.
We feel that the days of Harry and his analog life are numbered, but there’s also a glimmer of hope when we see him mentoring a younger guy in the old ways of the five-finger discount.
All hope is never lost, especially in New York. New York is a hopeful place. Because it is sarcastic and cynical and has a sense of humor and it’s very fast. People think that that somehow makes it not an optimistic or hopeful place. But no. New Yorkers are the most resilient people on earth — that’s why the all the Jews move here!
Any there other Jewish tidbits that you’re not going to get a chance to to speak about with the general press?
You picked up on B&H right?
I don’t know if I did!
The first scene with Harry, he’s having his matzo brei at B&H.
Oh! I wasn’t thinking of B&H Dairy. I was thinking of B&H Photo.
There used to be a whole cottage industry of these places that that showed up at the turn of the century called B&H, and people go, “Well, why is it called B&H.” It’s Baruch Hashem. It wasn’t anybody’s name. It was just like, ‘Well, I guess thank God we opened up a store.’
(Author’s Note: Regrettably, in the case of the dairy establishment, this tidbit, while widely believed, appears to be apocryphal; the founders of B&H, who catered to Yiddish actors on Second Ave. were named Abie Bergson and Jack Heller and gave their initials to the enterprise.)
B&H is such a great example of New York because it is still kosher. It is still signed off on by a rabbi. The rabbi puts the stamp on it. Remains kosher. It is run by a Catholic Polish lady, her Muslim-Egyptian husband, and the head chef is Mexican. And if you buy the T-shirt, the T-shirt says “Challah por favor.”
It is a great New York, multi-ethnic, multicultural institution, and I’m very proud that we got to shoot there.
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A synagogue and Jewish-owned shops damaged in French riots
(JTA) — PARIS – Jewish-owned shops in Marseille were set ablaze and a synagogue in Paris was vandalized as part of widespread property damage caused by riots across France Saturday and Sunday, according to the Jewish Community Protection Service.
It is too early to assess the full extent of the riots protesting the rising cost of living and the damage they’ve caused, but various elements in the media have described them as civil unrest and chaos.
From Lille in the north to Marseille in the south and in the major cities in between, media estimate that nearly 800,000 people took to the streets and some 2,000 shops were vandalized or looted. Public buildings were set on fire, and hundreds of people or more were injured, including 150 police officers, with thousands arrested.
The riots followed a student uprising that blocked entrances to high schools across the country in recent weeks. Palestinian flags and keffiyas have been a recurring motif in most of the violent protests, acts of vandalism and looting.
But according to SPCJ, known as the Service de Protection de la Communaute Juive in French, there was no evidence that Jewish institutions or businesses were deliberately targeted.
Vandals broke into the Ohalei Yaakov synagogue in Paris’ 19th district overnight between Saturday and Sunday. On Sunday morning, members of the Jewish community discovered that their temporary place of worship had been broken into. The permanent synagogue building is currently undergoing renovations.
Inside the sanctuary, prayer books, tefillin, and various objects — taken from boxes and cupboards — were found scattered on the floor. The rabbi’s office was also searched. Despite the mess, the Torah scrolls appeared to be unharmed.
According to a member of the synagogue committee, the incident primarily points to an attempted theft. The suspects may have been looking for money, but nothing was believed to be missing.
This article originally appeared on JTA.org.
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How much will Trump’s endorsement help Netanyahu?
(JTA) — JERUSALEM – Within minutes of President Donald Trump endorsing Prime Minister Benjamin Netanyahu in a post on Truth Social Sunday, Netanyahu’s campaign team had released a 30-second clip showing all the times Trump has lavished praise on the Israeli leader over the past few years.
With polls showing that Netanyahu and his governing coalition are slipping in their struggle to retain power in the upcoming Oct. 27 election and lag behind the opposition bloc, an endorsement from the president of the United States is a powerful statement.
But is it enough to tip the scales?
“I don’t think it will change anything,” said Ilana Shpaizman, a senior lecturer in the Department of Political Studies at Bar-Ilan University.
Of course, she said, “Netanyahu will say this is the proof that I’m a leader and all that, and I can speak to Trump … But so what? His followers already know that and they believe in him. They don’t need the endorsement.”
Those who oppose him, Shpaizman continued, “know that Trump forced him (Netanyahu) to accept the ceasefire in Gaza and accept the hostage deal, and that Trump runs the show around Iran. So they also don’t need the endorsement either,” Shpaizman said.
Some pundits speaking on Israeli news outlets criticized Trump for “interfering” in Israel’s election, while others put it down to the fact that Trump does not want America to return to fighting Iran alone if Netanyahu, who is hawkish on Iran, is replaced by someone less willing to act militarily. If Netanyahu loses, that is a scenario that could play out.
“This is the first time ever that the president, at least publicly, endorses a candidate in Israel’s election,” Bushinsky, a political commentator and former adviser to Netanyahu, told the Jewish Telegraphic Agency.
Bushinsky said he remembered Netanyahu complaining about U.S. intervention in previous elections in 1999 and 2001, when presidents less enamored of him were in office. He even pushed for an initiative that would block foreign funding for election campaigns.
Now, Bushinsky said, “I guess he is not complaining,” adding that the endorsement serves Netanyahu in two ways.
First, it signals that Trump thinks that Netanyahu is the most suitable guy for the job. Second, it puts Netanyahu’s election campaign back on track, refocusing attention on an issue where Netanyahu is strong – Iran.
“It lets him say ‘I can now finish a job, and I can finish a job with Trump,’ and ‘without Trump or without me, the job will not be finished,’” said Bushinsky.
He said that in the last few days, the political debate had pivoted to other issues such as Ashkenazim vs Sephardim, the draft law and the contentious efforts by the outgoing government to overhaul the judiciary.
“This [endorsement] is the ultimate campaign boost for Netanyahu,” Bushinsky said.
But that boost might not be enough.
Most of the polls taken in recent days show the opposition bloc led by former IDF chief Gadi Eisenkot pulling ahead of Netanyahu’s ruling coalition, but give neither bloc enough seats to gain the necessary 61 of 120 seats in Israel’s parliament, the Knesset, to form the next government.
“I think this might give Netanyahu one more seat, one more mandate, but not more than that,” said Bushinsky.
Prof. Tamar Hermann, director of the Israel Democracy Institute’s Viterbi Center for Public Opinion and Policy Research, said that the timing of Trump’s support for Netanyahu in this election race had come both “too late and too early.”
“It’s too late because people have already decided electoral preferences. They may shift within each bloc, but will not move between the blocs because of this,” she said. “And it’s too early because there are nine days to go to the elections, and we can already see other American leaders spilling some cold water over what he said, even on the Republican side of the aisle.”
This criticism, Hermann continued, will be transmitted to Israeli voters, and they will see that Trump is facing a huge battle in the upcoming midterm elections.
“The image of President Trump has deteriorated significantly since April 26, when he started the negotiations with Iran,” she said, pointing to one of the IDI’s recent public opinion surveys that found the president’s popularity had plummeted after he stopped the war with Iran without totally removing the threats against the State of Israel.
According to that poll, the Israeli public’s confidence in Trump as someone dedicated to Israel’s security fell from around 70% to just 42%.
“In my view, the endorsement will not make a big change,” Hermann added. “It will just strengthen Netanyahu’s political supporters, who will see it as a sign that he is still the internationally known figure that even the president of the United States is endorsing.”
She concluded, “The meaning of endorsement in Israel is totally different than in the United States … we are not that used to this kind of move, and it will not make people change their minds.”
This article originally appeared on JTA.org.
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