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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.

@midrashmanicures

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

♬ Oh Hanukkah – Maccabeats

“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.”


The post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.

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Antisemitic vitriol claims an unlikely new victim — a flamboyant and popular French DJ

The celebrated French DJ Barbara Butch, whose flamboyant performance at the 2024 Olympic Games in Paris was condemned by Catholics and conservatives, is proudly lesbian and unabashedly Jewish. Last week, the latter quality sparked yet another flare up of antisemitism in France.

On the evening of July 18, about 20 minutes after Butch began a concert in the city of Grenoble, about 150 protestors who had entered the hall with the rest of the audience unfurled pro-Palestinian banners denouncing the brutal destruction of Gaza. Many of them began to fling antisemitic insults and glass bottles at Butch. Stunned by the sudden explosion of violence, Butch soon left the stage. At that point, the municipal authorities intervened. “Confronted by threats aimed at the artist Barbara Butch, and to guarantee the safety of both the audience and performers,” they declared, “the city of Grenoble has taken the decision to cancel the performance.”

This eruption of antisemitism parading as anti-Zionism was as predictable — and as predictably ignored by the local government — as are the fires now consuming swathes of western France. In the weeks leading up to the concert, a petition was launched by the local section of La France insoumise (France Unbowed), the extreme-left political party founded and led by Jean-Luc Mélenchon, who has recently and plausibly been accused of flirting with antisemitism. The petition condemned Butch for supporting a proposed law in 2025 that penalized “new forms of antisemitism,” which potentially included expressions of anti-Zionism and even criticism of the Israeli government.

There were two problems, though, with the petition. First, there is the obvious issue of banning an artist from presenting or performing their work because one disagrees with their political statements. (Statements that do not, of course, inspire acts of racial hatred or violence.) Second, and no less obviously, Butch had almost immediately regretted and publicly retracted her initial support of the proposed law, one she realized could suppress legitimate criticism of Israel’s brazenly illegal and brutal actions in Gaza and the West Bank.

All this was for naught, though. The tract distributed in early May by the local office of Unbowed France demanded the cancellation of Butch’s concert by the city government, which had sponsored the music festival it was part of. Fair enough. Not so fair, though, was the tract’s lurid montage, which placed Butch against the background of an LGBTQ flag spattered in blood and stamped with the Star of David, accompanied by the claim that she was “complicit with the genocide” committed in Gaza.

Equally startling was the role played by Allan Brunon, a parliamentary member of Unbowed France who is also president of the party’s local chapter. Not only did he lead the protestors at the concert venue, but he also insisted that, as far as he could see, their behavior never degenerated into violence, even though videos of the ruckus confirm that bottles and other objects hit the stage, as does the eyewitness testimony of Laurence Ruffin, the mayor of Grenoble, who was also in attendance. Brunon’s faux naïve explanation for the expletives shouted at the concert was equally insulting; they were aimed, he insisted, at Butch’s “political position and not who she is.”

Leaders from across the political spectrum, from the extreme right to traditional left, have denounced the role played by Unbowed France at the concert. Marine Le Pen, the leader of the National Rally who never misses an opportunity to bash Unbowed France and bury her party’s own antisemitic origins, decried “the antisemitism, repeated appeals to violence, and totalitarian nature and project of the extreme left,” while the former prime minister and centrist politician Gabriel Attal, in a mocking allusion to an earlier claim made by Mélenchon, observed that the party’s “antisemitism is anything but residual.” As for the leadership of Unbowed France, Mélenchon has kept silent while the leader of the parliamentary group, Mathilde Panot, spoke in the conditional case, stating that “we would never support, if they occurred, either flung insults or bottles.” (my emphasis).

Wittingly or not, Attal’s remark reaches much further back than last week. Ever since the late 19th century, the extreme right in France has not had exclusive dibs on antisemitism. Édouard Drumont, the author of the virulent antisemitic 1886 bestseller La France juive and editor of the La Libre parole, the newspaper that sparked the Dreyfus Affair, thought of himself as an anti-capitalist and man of the left. It required the immense reserves of eloquence and decency of Jean Jaurès, the Socialist leader, to persuade the rank and file to rally to Dreyfus’ cause. As late as the 1950s, the French Communist Party unhesitatingly followed Moscow’s lead during the late stages of Stalin’s paranoia, featuring spectacles like the “Doctors’ Trial” of 1953, that targeted Jewish “counterrevolutionaries” intent on undermining the Soviet Union.

Of course, the French left has come a long way since then. But to paraphrase Mathilde Panot, if Unbowed France’s apparently uncowed leader, along with a large contingent of his party, are suffering from more than a dollop of residual antisemitism, the future of a democratic and liberal France is at risk.

 

The post Antisemitic vitriol claims an unlikely new victim — a flamboyant and popular French DJ appeared first on The Forward.

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Why I stand with Israel

I’m often asked why I take a public stand on behalf of Israel. Some have asked how I have the fortitude to do so. Others wonder about the “reputational risk.” Still others wonder about subjecting myself to the “awful” comments. To me, they’re like weather reports — a way to gauge the sentiments of those with whom I disagree.

“Just stop talking — if for no other reason than for saving yourself the embarrassment of being heard by anyone.”

“You Zionists are just mad that no one’s buying your narrative anymore”

“F— Israel”

“Hey Peter! When did you drop the second “n” in your last name? When your family eluded capture when Germany surrendered back in 1945?”

“You are so full of $hit! Mamdani condems a genocide unless you think as long a Santanyahu who happens to be a Jew should be able to kill innocent children day in and day out and get away with simply because he is a jew.”

“I have absolutely loved your music over the decades (my favourite artist) but I have difficulty in listening to it now. The meaning behind your lyrics resonates differently with me now — sorry.”

I support Israel, not because of any government, any particular policy, or anything having to do with geopolitics. I support Israel because half the world’s Jewish population lives there. This is about peoplehood — my people. I understand well how this kind of particularity is easy to criticize, how in an era where the ideology of oppressor versus oppressed has caught the imagination of many people, where thinking about one’s sense of belonging to an ancient nation is thought to be anachronistic, and where a vague notion of universalism has become the new moral imperative.

But as I’ve written many times in my column, all love and all concern begin with specificity. We only learn how to love and be concerned about others through the ways we have loved — and have been loved — by our own.

I see it this way. There are seven million Jews in Israel. They are people of many races and ethnicities, many talents, and many political affiliations. They and their supporters worldwide are now under siege. They have been fighting for their survival, surrounded by neighbors seeking their destruction since before the Jewish state came into existence in 1948—  and they have continued to do so since the pogrom of Oct. 7, 2023.

Some have asked me, by way of accusation: do you now believe in genocide? Have you become a warmonger? (I assume my former fan,  above, feels this way.) Do you support the murder of children? What happened to the man who wrote songs like “Been Set Free,” Impermanent Things,” and “Mission Of My Soul”? Have you suddenly become cruel, hard-hearted?

The questions are too absurd to warrant a response.

For me, support of Israel and the Jewish people more broadly doesn’t take special courage or insight.

If someone were attacking a close relative or friend, my reaction would be the same. It would be reflexive, instantaneous. What consequence could outweigh the idea of sitting back while your loved ones are imperiled? There are those who have argued that whatever cruelties have been meted out are “acts of resistance” and justified military actions by the oppressed against their oppressors. One wonders what logic brought Hamas and its supporters to conclude that K’fir (who was 10 months old at the time of his murder) and Ariel Bibas (who was 4 years old at the time of his murder) were oppressors deserving of death by strangulation.

Such is the strangeness of the current moment, when it feels as though much of the world has once again chosen to place a target on the backs of Jews. Justifications are conjured up and offered, just as they were during the pogroms in Europe, the forced conversions and auto-da-fés of Spain, the fabricated Protocols of the Elders of Zion in Russia, the institutionalized anti-Jewish and anti-Israel campaigns of the Soviet Union that found expression at the United Nations in 1975, and in the demonstrations that erupted immediately after Oct. 7 — before Israel had fired a shot.

Synagogues in America are more than three times as likely as other U.S. houses of worship to employ armed security guards. Jewish day schools too, like the ones my grandchildren attend, face extraordinary security costs. Today, the average Jewish institution spends more than $400,000 annually on security. That represents an average increase of roughly 125% since before Oct. 7.

Let’s pause here.

This means that after the largest massacre of Jews since the Shoah, synagogues and Jewish schools have to spend 125% percent more to protect themselves from another one. The idea should stun any normal thinking person. Though sadly, I believe it would stun very few people these days.

Most recently, in NYC, Mayor Zohran Mamdani employed the magic words that brought him more attention on social media than ever before. The last time I checked the video in which he said the following received upwards of 90 million views: “I will arrest Benjamin Netanyahu if he comes to New York City.”

Not long afterward, a brutal double stabbing occurred, amid shouts of the now all-too- familiar “Allahu Akbar. One of the victims was a man wearing a kippah as he left a synagogue service. The attack happened on the Jewish holiday of Tisha B’Av, no more than a two-minute walk from my daughter’s apartment.

I leave it to you to decide whether this kind of rhetoric helps create a more peaceful New York City.

So I ask: How could I not speak up? How could I not use my voice in support of my people at a time like this? Isn’t it obvious? And why shouldn’t anyone who cares about Jews and Israel use their own voice?

You don’t need a huge platform. You simply need to speak out in whatever sphere you find yourself. This is the moment your parents and grandparents hoped you’d never see.

How you choose to act matters. It matters a great deal.

The post Why I stand with Israel appeared first on The Forward.

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Over 12 Torah scrolls stolen from Paris suburb synagogue

(JTA) — Over a dozen Torah scrolls have been stolen from a French synagogue in an attack the local rabbi called “antisemitic.”

The burglary hit the Grand Synagogue of Levallois-Perret, a wealthy suburb of Paris, between Sunday night and Monday morning. Rabbi Chalom Lellouche said the Jewish community was “violated” by the theft.

“It is, of course, a criminal act, but it is also an antisemitic act that specifically targeted the Torah,” Lellouche said in a joint video statement on Monday with Philippe Cohen, the president of the local Jewish community association.

The des Hauts-de-Seine prefecture, which handles local state administration, said on X that the stolen scrolls represented not just a “simple theft,” but “an entire community of believers that was wounded to the depths of its soul.”

Prefect Alexandre Brugère and elected officials met with Jewish communal leaders in Levallois-Perret on Monday evening, promising to identify the thieves and secure the return of the scrolls. A police investigation is ongoing, according to Cohen.

Cohen said the burglary was the work of a “professional team” that bypassed security systems and said the synagogue’s security was being reassessed. He called the incident “a profound spiritual trauma for the entire Jewish community in France and around the world.”

“It was the Torah — and only the Torah — that was targeted,” said Cohen. “No property was damaged, and nothing else was stolen apart from Torah items of immeasurable value.”

France recorded 1,320 antisemitic incidents in 2025, accounting for 53% of anti-religious acts, according to the Ministry of the Interior. Jews make up less than 1% of the French population.

This article originally appeared on JTA.org.

The post Over 12 Torah scrolls stolen from Paris suburb synagogue appeared first on The Forward.

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