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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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Tidbits: Yiddish activist in Sweden receives royal medal
Tidbits is a Forverts feature of easy news briefs in Yiddish that you can listen to or read, or both! If you read the article and don’t know a word, just click on it and the translation appears. Listen to the report here:
סוסאַנע שנײַדערמאַן־ריץ, די אָנגעזעענע ייִדיש־אַקטיוויסטקע אין שוועדן און די פּרעזידענטקע פֿונעם שוועדישן צווײַג פֿון דער אַלוועלטלעכער ציוניסטישער פֿרויען־אָרגאַניזאַציע „וויזאָ“ — וועט באַקומען איינע פֿון שוועדנס העכסטע קיניגלעכע אויסצייכענונגען, „דעם קעניגס מעדאַל“, דעם 9טן סעפּטעמבער, אינעם קיניגלעכן פּאַלאַץ אין שטאָקהאָלם.
לויט דער אָפֿיציעלער באַשרײַבונג ווערט שנײַדערמאַן־ריץ אָנערקענט פֿאַר איר „ממשותדיקן בײַשטײַער צו דער מינאָריטעט־שפּראַך, ייִדיש.“ שוין צענדליקער יאָרן וואָס שנײַדערמאַן־ריץ קעמפֿט לטובֿת דעם אָפּהיטן די ייִדישע קולטור אין שוועדן.
שנײַדערמאַן־ריץ איז געווען איינע פֿון די פֿירערס בײַם פֿאַרזיכערן אַן אָפֿיציעלע אָנערקענונג פֿון ייִדיש ווי איינע פֿון שוועדנס נאַציאָנאַלע מינאָריטעט־שפּראַכן. צום סוף האָט די קאַמפּאַניע מצליח געווען. ייִדיש האָט באַקומען אַ לעגאַלן סטאַטוס און דערבײַ דערמעגלעכט אַז די רעגירונג זאָל העלפֿן פֿינאַנצירן דאָס אויפֿהאַלטן און אַנטוויקלען די ייִדישע שפּראַך און קולטור.
די אָנערקענונג ווערט באַטראַכט פֿאַר אַ ווענדפּונקט פֿאַר דער ייִדישער קהילה אין שוועדן, בפֿרט איצט ווען די זאָרג וועגן אַנטיסעמיטיזם וואַקסט פֿון טאָג צו טאָג בײַ ייִדן איבער גאַנץ אייראָפּע.
ייִדיש־אַקטיוויסטן זאָגן, אַז די אָפֿיציעלע שטיצע פֿאַר דער שפּראַך העלפֿט אָפּהיטן אַ וויכטיקן טייל פֿון דער ייִדישער קולטור־ירושה און פֿאַרשטאַרקט דעם אָנדענק פֿון ייִדישן לעבן אין שוועדן במשך פֿון דער געשיכטע.
צו זען דעם אַרטיקל אויף ענגליש גיט אַ קוועטש דאָ.
To see this article in English, click here.
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From a Catskills bungalow in 1969, you can almost see astronauts
Crickets chirp as the audience enters The Laura Pels Theatre. Tall grass rims the front of the stage, and home movies from summer resorts in the Catskills are projected on a screen. Mother and son wave hi from a lake, a boy swims laps and bubbies walk past in their swimsuits.
This is the setting of A Walk on the Moon, a new off-Broadway musical written by Pamela Gray and based on the 1999 film of the same name for which she wrote the screenplay. Inspired by Gray’s childhood summers in a “Borscht Belt” bungalow colony, the show depicts the life of a Brooklyn-accented Jewish family against the backdrop of the Apollo 11 moon landing, the Vietnam War and the Woodstock music festival.
The show opens on Pearl Kantrowitz (Talia Suskauer) looking out wistfully as she stands in front of her summer bungalow. Pearl, who became pregnant with her daughter at 16, is struggling with the concept of domestic life amid a decade filled with excitement and chaos. It’s nearing the end of the ‘60s, and she feels as though she had barely experienced it.
In contrast, Pearl’s husband, Marty (Max Chernin), is a TV repairman entirely resistant to change, even when it comes to the bakery where his “blackout” cake comes from. He’s only in the Catskills for the weekend though, leaving Pearl subject to her temptations for the rest of the week. These desires come in the form of Walker Jerome (Sam Gravitte), a hippie “blouse man” who plans to move to California. Before the curtain closes on Act I, Walker and Pearl begin an affair as a man lands on the moon — and are left to deal with the ramifications in the second act of the show.
Pearl’s journey of self-exploration parallels that of her teenage daughter Allison (Sophie Pollono), who is falling in love with Ross (Oscar Williams), a 16-year-old boy who describes himself as “Big Jewish Hendrix.” Allison, who first appears clutching a Joni Mitchell album, is a headstrong girl who speaks out against the state of the world in any way she can — she lambasts her brother’s cap gun and refuses to attend the colony’s 4th of July celebration. Ross is an aspiring musician who, though he admires the counter-culture singers of the time, is nervous to take tangible action of his own.
As the teenage couple discusses the changing world around them and finds connection over the music of Ross’ guitar, Pearl seeks to regain the teenage years that she lost, experimenting with marijuana, attending Woodstock and attempting to hide her affair from her children and her watchful mother-in-law, Lillian (Andréa Burns).
The moon landing means something different to each character: Allison views it as a U.S. invasion analogous to Vietnam, Walker is inspired by the potential it symbolizes, Ross considers writing a song about it. Though daily life is primarily filled with mah jongg games and visits from the knish man, this tiny colony isn’t immune from the tumultuous time period. Walker discusses his brother who is missing in action and Ross contemplates burning his draft card, singing with Allison about the need for change, lest the “candle in the wind goes out.”
Some plot elements are a tad heavy handed, such as when Pearl buys a tie-dye shirt and sings a song with Marty about it (he finds her shirt too new and different) or the Jewish wives’ discussion and ensuing song about Betty Friedan (“keep your book, cuz we ain’t ready”). The show also glosses over some things, such as how Pearl explains her whereabouts while she’s with Walker and who manages her responsibilities while the two of them are together.
The musical numbers, coupled with dances performed in colorful capris and mod dresses, concern forbidden love, Saturday nights in the Catskills and the momentous nature of the moon landing. While none is particularly groundbreaking, they are well-performed; Suskauer is a vocal standout.
However, these critiques don’t detract from the show’s mission to recreate the Catskills bungalows once prominent in Jewish consciousness. The wives get farputst for dinner; Pearl is said to be “schtupping” the blouse man; the loudspeaker announces that “Shimmy the Pickle Man” is coming to town. The set, a bungalow amidst a sea of trees, creates a nostalgic and intimate ambience supplemented by projected video of the moon landing, protests and napalm bombs.
Catskills colonies are now few, and Woodstock is only a distant memory. For a few hours, though, one can imagine what it’s like to be in the summer of 1969, and Neil Armstrong is about to walk on the moon.
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In Israel’s astonishing new reality, voters expect Netanyahu to try to sabotage elections
Two extraordinary recent developments illustrate how politically unsettled Israel is in advance of elections this year: Supreme Court Justice Noam Solberg, chairman of Israel’s Central Elections Committee, publicly outlined the legal conditions under which elections could possibly be postponed during a national emergency, and former Prime Minister Ehud Barak warned that Prime Minister Benjamin Netanyahu might try to sabotage elections and have to be physically removed from office.
The fact that such scenarios are now being openly discussed by figures at the center of Israel’s democratic system reveals how close the country’s democracy is to a breakdown — and the country’s character to a fundamental change.
For decades, Israel prided itself on maintaining democratic continuity under impossible conditions. Through wars, terror campaigns, coalition collapses and corruption scandals, there remained an unspoken assumption that elections would occur and governments would leave office when they lost.
Now, for the first time in Israeli history, a substantial portion of the public fears that this assumption no longer stands.
“If Netanyahu tries to sabotage the elections, we will have no choice but to drive him out with sticks and stones,” Barak said, speaking in Hebrew on Israel Radio.
The astonishing thing: no one else on the program was astonished.
The unthinkable, now possible
The atmosphere surrounding the expected election, which must take place before the end of October, has become marked by increasingly apocalyptic rhetoric as Netanyahu faces negative polls. A poll by the Israel Democracy Institute found that 61% of Israelis believe Netanyahu should not run for reelection at all. Another poll found that 63% of Israelis fear for the future of Israeli democracy itself, while 56% said that internal divisions pose a greater threat to Israel than external enemies.
These are extraordinary numbers in a country historically defined by external security fears. Increasingly, many Israelis now believe the gravest threat facing the country is internal democratic collapse.
Justice Solberg’s remarks last week, which took place at a closed academic event and were reported later, added fuel to the fire.
Solberg, who is a conservative and considered politically sympathetic to Netanyahu, outlined six principles that would have to govern any decision to postpone elections, including a clearly defined plan for a return to normal electoral procedures.
Solberg emphasized that no election should be postponed merely because a crisis exists. Rather, authorities must demonstrate that the emergency has materially impaired the country’s ability to conduct free, equal and genuine elections. He concluded by expressing hope that Israel would never face circumstances requiring such a decision.
The fear that Israel is actually quite close to such a postponement cuts across much of Israeli society. I’ve heard it expressed by secular liberals, military veterans, former intelligence officials, legal scholars, journalists, centrist politicians, and even some conservatives who once supported Netanyahu enthusiastically. What unites them is the growing belief that Netanyahu now considers remaining in power to be an existential necessity — and that his radical base will back him no matter what outrage he attempts.
Yair Golan, former deputy IDF chief and leader of the opposition Democrats Party, has become one of the loudest voices warning that the danger is no longer theoretical. Golan warned publicly that Netanyahu’s camp could “sabotage, falsify, lie and intimidate” in order to remain in power. He also warned against attempts to alter election rules before voting takes place, and announced plans for extensive election monitoring operations to try to help safeguard the vote.
A decade ago, such statements from a senior Israeli political figure would have sounded deranged. Today, many Israelis hear them as sober preparation.
Inventing an emergency
Netanyahu’s current term, after a very close election in 2022, has been calamitous, starting with his hugely unpopular effort to eviscerate the judiciary, then continuing with the Oct. 7 Hamas massacre and a three-year multi-front war with unsatisfying conclusions. Most Israelis believe he extended at least one branch of the conflict, in Gaza, to satisfy ultranationalists in his coalition.
Which means there’s precedent for believing Netanyahu might invent or invite an emergency to further his personal goals.
One possibility is yet another external war, involving a manufactured escalation with Iran or Hezbollah, or in the West Bank, where radical settlers terrorize Palestinians while Israeli authorities look the other way. Another, and the most obvious, would involve a sudden change in the status of the Temple Mount — a goal toward which some far-right members of Netanyahu’s coalition have been agitating — or other combustible religious sites.
Any domestic route Netanyahu might choose would invite a direct confrontation between the executive branch and the judiciary over the legitimacy of democratic procedures themselves.
If the Supreme Court ruled against Netanyahu, many fear the coalition could refuse compliance outright. After all, Netanyahu has spent years seeding the idea that the Supreme Court — and also prosecutors, the attorney general, and the civil service — are liberal fronts which do not necessarily need to be obeyed.
Devaluing democracy
The columnist Ravit Hecht recently argued in Haaretz that significant portions of the coalition no longer merely oppose liberal democracy, but reject democracy itself.
As Netanyahu has increasingly aligned himself with these forces, Hecht wrote, he has adopted “more and more dictatorial characteristics,” leading to “real fear for the purity of the coming election or even that it will be held.”
At the same time, much of the right has mainstreamed conspiracy theories surrounding the Oct. 7 attack and the Gaza war. Because of the Netanyahu machine’s jackhammer agitprop, almost a third of Israelis now believe the “betrayal from within” theory in which Israel’s security services assisted Hamas on Oct. 7 to harm Netanyahu.
Figures such as Likud Knesset member Tally Gotliv have openly accused the Shin Bet, military officers, protest leaders, judges and the attorney general of betrayal or collaboration with Hamas. Instead of being marginalized, such rhetoric increasingly receives tacit acceptance from parts of the governing coalition.
Yediot Ahronot columnist Ben-Dror Yemini compared the phenomenon to the Nazi-era “stab-in-the-back” myth after World War I, which blamed Jews for Germany’s humiliation. Yemini warned that societies consumed by conspiracy theories eventually destroy trust in every institution capable of holding democracy together.
Given this level of agitation, it is fair to view Israel’s coming election as something far more significant than a contest between left and right or rival policy agendas. Increasingly, it looks like a referendum on whether the country remains the democracy it has always claimed — and largely managed — to be.
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