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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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Columbia selects Jennifer Mnookin, Jewish U of Wisconsin chancellor, as its next leader
(JTA) — Three different women have taken turns as Columbia University’s president amid ongoing turmoil surrounding the handling of pro-Palestinian protests on the New York City campus. Now, Columbia has invited a fourth — and the first to be Jewish — to try her hand at running the Ivy League school.
Jennifer Mnookin, the chancellor of University of Wisconsin, has been chosen as Columbia’s next president, the co-chairs of the school’s board of trustees announced on Sunday. She will be the school’s first Jewish leader since Oct. 7, 2023, when Hamas attacked Israel, triggering a war in Gaza and a student protest movement in the United States of which Columbia was an epicenter.
Mnookin, a legal scholar, served as dean of the University of California, Los Angeles School of Law before moving to Wisconsin in 2022. At least two other candidates reportedly declined the Columbia position prior to her selection.
She takes the helm at a delicate time for Columbia as it continues to reel from the fallout of the student protests, which has included included penalties from the Trump administration, rapid leadership changes and ongoing fear and anxiety among many Jewish students.
“I am honored and thrilled to join Columbia University at this important moment,” Mnookin said in a statement released by the university. “Columbia is defined by rigorous scholarship, a deep commitment to open inquiry, world-class patient care, and an inseparable and enduring connection to New York City, the greatest city in the world.”
She follows three other women who struggled amid the turmoil. The president in charge on Oct. 7, Nemat Minouche Shafik, cited the “period of turmoil” that followed when she resigned in 2024; she had faced criticism from members of Congress as well as the Columbia community over her handling of the student encampment that formed this year.
Her temporary replacement, Katrina Armstrong, stepped down in March 2025 as the school faced pressure from the Trump administration over antisemitism allegations. Armstong’s successor, the current interim president, Claire Shipman, struck a $221 million deal with Trump to settle the claims; she also apologized soon after taking office for having suggested the removal of a Jewish member of the school’s board of trustees.
Now, Mnookin will be responsible for managing Columbia’s relationship with federal authorities, weighing and implementing the recommendations of its antisemitism task force and healing a divided campus, which has been closed to outsiders now for years.
“The last few years have been undeniably difficult for the Jewish and Israeli communities on campus. While challenges remain, there is a vibrant, joyful, proud Jewish community at Columbia,” Brian Cohen, executive director of Columbia/Barnard Hillel, said in a statement. “I am hopeful that President-elect Mnookin will bring the reputation, experience, and understanding that we need to build on that strong foundation.”
It will be Mnookin’s first time working at a private university. At Wisconsin, first sent law enforcement to shut down a student encampment, then negotiated with protesters after they established a second one. The deal required Students for Justice in Palestine to comply with university rules related to protest in exchange for the right to present their divestment demands to “decision makers,” who did not accede to them.
She also denounced neo-Nazi protesters who marched on the Wisconsin campus in November 2023, calling them “utterly repugnant.” Through it all, she gained a reputation for promoting open inquiry and academic freedom — even as Wisconsin, like dozens of other universities, faced a federal investigation over antisemitism allegations.
“I think universities should be spaces where ideas, and different ideas, embodied by people from different backgrounds, come together, and where it won’t always be comfortable, but where we will learn and do better from that engagement,” she said in a roundtable of college presidents published in The New York Times in November. (The other presidents were also Jewish: Sian Bellock of Dartmouth College and Michael Roth of Wesleyan University, who has emerged as a rare leader in higher education who is willing to spar with the Trump administration.)
Mnookin was raised in a Reform Jewish family in the Bay Area that escalated its Jewish engagement when she asked to celebrate her bat mitzvah, according to her father Robert. A scholar of conflict negotiation, he described the evolution in his 2015 book “The Jewish American Paradox: Embracing Choice in a Changing World,” which he said he wrote in part to explore his own late-onset attachment to Judaism.
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Tim Walz invokes Anne Frank in pressing Trump to end ICE operations in Minnesota
(JTA) — Tim Walz, the governor of Minnesota, invoked Anne Frank in exhorting President Donald Trump to call off the ICE operations in the Twin Cities in which a second protester was killed over the weekend.
Speaking at a press conference on Sunday, Walz — whose master’s degree focused on Holocaust education — suggested that the conditions facing children in his state during the Trump administration’s aggressive immigration enforcement raids were of a kind with those facing Frank during the Holocaust.
“We have got children in Minnesota hiding in their houses, afraid to go outside. Many of us grew up reading that story of Anne Frank,” he said. “Somebody is going to write that children’s story about Minnesota.”
The prominent mention of Frank, who died of disease in a Nazi concentration camp after her family’s hiding place was betrayed, adds to a growing discourse about whether ICE’s operations targeting immigrants in Minnesota can be compared to the Nazis’ tactics in rooting out Jews during the Holocaust. Figures such as Stephen King and Bruce Springsteen have likened ICE to the Gestapo.
Until recently, Nazi comparisons were long considered inappropriate by many in the Jewish world who argued that such analogies cheapen the memory of the particular genocide against the Jews. In the last decade, that norm has to some degree fallen away, with voices on both the right and left likening their opponents to Nazis.
On Sunday, some of Walz’s critics denounced his comments and said an immigration crackdown cannot be compared to the deliberate murder of Jews. Retweeting an account called Stop Wokeness, the activist Shabbos Kestenbaum tweeted, “One million Jewish children were killed during the Holocaust. Illegal immigrants are offered thousands of dollars to take a free flight home. Tim Walz is an evil retard.”
In a post on X responding to Walz’s analogy, Stephen Miller, a top aide to Trump, wrote, “The purpose of the rhetoric is to incite attacks on ICE.”
But others said the comparison was apt, with a quotation from Frank’s diary circulating widely online as it did in 2019 in response to ICE raids then. The quotation, those sharing it suggested, offered a close parallel to what has been playing out in Minnesota.
“Terrible things are happening outside,” the passage says. “Poor helpless people are being dragged out of their homes. Families are torn apart; men, women and children are separated. Children come home from school to find that their parents have disappeared. … Everyone is scared.”
Jewish voices, too, have invoked the Holocaust in arguing for intervention in Minnesota, where federal agents on Saturday shot and killed a man, Alex Pretti, who had been protesting their presence.
“What did we learn from the Holocaust? We have to act and we have to resist,” one rabbi who flew into Minnesota to protest told the Religion News Service last week.
Walz, a Democrat who was the vice presidential candidate in 2024, wrote a master’s thesis on Holocaust education, arguing that the Holocaust should be taught “in the greater context of human rights abuses,” rather than as a unique historical anomaly or as part of a larger unit on World War II.
“Schools are teaching about the Jewish Holocaust, but the way it is traditionally being taught is not leading to increased knowledge of the causes of genocide in all parts of the world,” he wrote in his 2001 thesis, completed while he was a high school teacher.
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How yizkor books bring the sights, sounds, and even smells and tastes of lost Jewish shtetls back to life
Rye bread, sour milk, and maybe some herring — for a poor Jew, these were the makings of a meal. The Jews I have in mind were residents of the small market towns, or shtetls, once strewn across Eastern Europe. Shtetls had their token elites, the grain and lumber brokers who ate white bread with butter. For the vast majority, however, the bread was black and there was no butter.
I’ve spent the last few years reading about these towns for Once There Was a Town, a book I’ve written about yizkor books and the world they portray. But my interest is more than academic; my father was born in one of these towns, and I’ve been hearing its stories since I was a kid.
The word yizkor is a form of the Hebrew verb “to remember.” Literally translated, it means “may he remember.” A yizkor book is a book of remembrance.

While the yizkor book tradition goes back to medieval times, those I’ve been studying were written after the Holocaust as a way to memorialize the communities destroyed by the Nazis and their facilitators. Anthologies of a sort, these books were written by both Holocaust survivors and emigrés from before the war, all from the same shtetl, working together to document the ways of life characteristic of their fallen hometowns.
Key players in their production were organizations that had formed decades before the Holocaust. Starting in the late 19th century, in immigrant cities like New York, Jews from the same town had banded together to create self-help societies which you could turn to in times of crisis. If a family member was sick and couldn’t work, these societies provided financial support. When a townsperson died, they ensured a plot in a Jewish cemetery. After the war, they assumed responsibility for writing the town yizkor book.
Erased from the physical world, those towns are conjured back into existence in these yizkor books. Working with the theory that whatever was left out would be forgotten, yizkor book writers sought to cast a wide net and record everything. Caught in that net were the foods people ate.

Left to right: Chaya Liba Peltz, Aaron Ziegelman, Luba Ziegelman.
In front, Tova Peltz Courtesy of Jane Ziegelman
The books speak eloquently to the sparsity of the weekday diet, which for many consisted primarily of potatoes, porridge and coarse, rye bread. Six days of austerity, however, were followed by the Sabbath, when Jews are commanded to partake “of fruits and delicacies and to inhale sweet odors.” Sabbath foods shared certain characteristics. Challah and gefilte fish were sweet and delicate, and so was compote (stewed fruit) and tsimmes, (carrots sweetened with prunes.) It was fat, however, that people hankered for most. Chicken soup with golden rings of fat dancing across the surface, chopped liver enriched with onions fried in goose fat (shmaltz), stuffed derma (cow intestine stuffed with flour and schmaltz) and a schmaltz-laden kugel.
Our modern-day food groups — protein, fat, carbohydrates — held no meaning for a poor Jew who saw food in just two categories. Like heaven and earth, like men and women, like time itself, food was divided into the holy and the mundane.
A qualification: All food comes from God so all food is holy. Certain foods, however, are fortified with an extra dose of holiness. In some cases, it was obvious which was which — between rye bread and challah, for example, there was no confusion. With some foods, however, it all depended on preparation. During the week, dried beans were combined with kasha or barley for a meal that was both cheap and filling. Saturday’s cholent was also made with beans, but these beans had been braising all night with a fatty bone. A potato soup “whitened” with a splash of milk was among the mundane foods Jews subsisted on Sunday through Friday. But a potato kugel, glistening with schmaltz and redolent of onion, was a dish worthy of the Sabbath Queen!

And then there were zoyers, the fermented foods that defied classification. Cucumbers, beets, mushrooms, radishes, cabbage, apples and even berries were some of the foods that homemakers turned into zoyers, what we call pickles. For people who relied so heavily on bread and potatoes, the tang of a zoyer provided a welcome counterpoint to all that starchiness. And when the pickles were gone, you could dip your potato into the sour and salty brine.
Zoyers also came in liquid form, the most popular of which was a drink called kvass. A fermented drink made from stale bread, kvass was produced both at home and by the local kvassnik or kvass maker. Jews loved their kvass for its fizzy tartness. More than that, however, they saw it as a kind of culinary metaphor. In the sourness of kvass, they saw their own lives. Here, a former resident of Rakishok, a shtetl in Lithuania,, remembers his weekly visits to the kvass maker:
I remember how my father would send me with a kopek on Shabbos night to buy kvass for Havdalah. The kvass, alas, was made from the crusts of black bread, and was very sour, like the sourness of the mood of the coming gray week and its worries.
Zoyers were also at home on the Sabbath table; in fact, meals were considered incomplete without them. Or to put it another way, zoyers offered a kind of culinary satisfaction that no other food could deliver.
“A young man sat down to a holiday meal of chicken, kreplach and tsimmes,” one yizkor book author wrote. “After the meal, his wife asked if he was satisfied with the food. ‘Of course,’ he answered, ‘but unless I have eaten even a little bit of zoyers, I am not a person.’”
I take comfort knowing that this is a feeling I have experienced too.
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