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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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This initiative is helping Israeli war survivors heal through art – and is making therapy cool
Tomer Peretz opened the door to his unassuming gallery in Chelsea, draped in a studded black shawl and sporting cartoonishly large – but very cool – sneakers. It was the day after the biggest snowstorm in recent NYC history, and the shoes were, of course, the most practical option for an LA-based Israeli with limited snow experience.
The 8 Project gallery opened in New York this winter, but it is only one piece of a larger initiative. The program, founded by Peretz, brings Oct. 7 survivors, bereaved siblings, Israeli soldiers coping with PTSD, and others affected by the war to Los Angeles for a two-month therapeutic art residency. Participants spend hours each day creating art while also undergoing therapy and mentorship. Now, Peretz has brought the residency program and its accompanying art gallery, which is open only for private events, to New York City.
Upon entering the 8 Project gallery in downtown Manhattan, the first painting one is greeted with is Peretz’s own, a group of Israeli soldiers huddled together, accompanied by the spirits of their fallen comrades represented by icy-white hands painted on the heads of the living. In a city where torn-down hostage posters became almost a fixture of the streets during the Gaza war, the gallery feels both out of place and deeply intentional.
Peretz receives applicants for his therapeutic residency program through rehabilitation hospitals in Israel and via social media. The only real requirement, he says, is a passion for art.
“They don’t have to have technical skills,” he told me. “Art is our toolbox to get through their soul. If they can sit every day and create, they’re already qualified.”
Peretz flies incoming residents to Los Angeles and covers their living expenses so they can focus entirely on healing.
Peretz was a volunteer with ZAKA, the Israeli humanitarian organization that specializes in recovering human remains after terror attacks. In the immediate aftermath of Oct. 7, he helped identify bodies at the sites of the attacks.
Once he returned to his home in LA, where he had been working as a painter for years, he found he could no longer approach his work in the same way. “I realized that everything I had been doing in my life had no real purpose,” he said. “We artists, we think we are so important. But if the work doesn’t do something, it’s just fucking art.”
He began working with artists informally and gradually developed what would become the 8 Project Residency. “I couldn’t create anything besides creating with people who were affected by the war. I cared about nothing else.”
Part of the appeal for residents, he says, is the cool-factor of the program. “People get attracted to cool, fun people.” Unlike traditional therapy — “a boring therapist and psychiatrist in a room,” as he put it — the program offers something different. “We literally brought something completely new, as far as therapy and healing, that is really, really fun.”
Shaked Salton, a former 8 Project resident whose best friend was killed on Oct. 7 and who served as a sergeant in the IDF’s search and rescue unit, told me on Zoom from her new home in LA that she struggled to find motivation after the war. The residency program helped her to find it. “Every day, I needed to wake up in the morning. For someone who’s been through a war, it can be tough.” But in the program, “there is no way you’re not coming to the studio.”
Now, she told me, she’s more connected to her feelings. “I paint better,” she told me. “I came to think more creatively. My brain was blocked.”
Sahar Haba, another former resident who now works as a mentor for the project, also serves as the self-ordained de facto DJ at the gallery. As residents worked on their art in the gallery’s back room, Haba played everything from Billy Joel’s “New York State of Mind,” to techno and Israeli Mizrahi music.
Haba served 15 years in the IDF and experienced the death of several of his friends on Oct. 7 and during the war, including American Hersh Goldberg Polin, whom he met through their shared love for the Israeli soccer team, Hapoel Jerusalem. He adores fashion, evidenced not only by the sneakers and jerseys he designed, displayed throughout the gallery, but also by his decidedly funky graphic socks.
During his residency, Peretz encouraged him to lead art workshops.
“Most of the time, the healing process is like, ‘Let’s talk about you, what do you need?’” Haba said. “Here I had the chance to do it the opposite way — to be the guide.”
Haba led art workshops for Nova survivors, soldiers, families and couples who were affected by the war.
One of the most striking paintings at the 8 Project Gallery is a portrait Peretz painted of Andrei Kozlov, a freed hostage and former 8 Project resident. In the piece, half of Kozlov’s face is incomplete, streaked with black and red contours that suggest the rest of his features.
The painting hung across from where I was conducting interviews that afternoon, so his face had been staring back at me from the gallery wall for much of the day. Unexpectedly, the real Kozlov walked in and introduced himself to me — before joking that I must be interviewing Peretz for a clerk position.
Kozlov became an 8 Project resident a mere five months after he was freed from captivity in Gaza. Now, he lives in New York and spends hours a day working on his art.
Haba showed me a pair of boots he had designed during the war, covered in a collage of hostage posters and featuring a QR code linking to the Bring Them Home website on the tongue of the shoe. He showed his creation to Kozlov, joking that the QR code no longer worked before pulling him into a bear hug.
In the center of the gallery stands a giant tree that Peretz explained was sculpted out of the body bags ZAKA used to collect human remains. References to ZAKA appear throughout the exhibit. In a small side room, a video created by one of the residents is played, which shows ZAKA volunteers sitting in the ruins of the kibbutzim in Israel that were ravaged by the Oct. 7 attacks. The volunteers were instructed to sit in silence for an hour and stare into the camera, resulting in a deeply unsettling film that felt almost too intimate to watch.
Peretz has a self-professed “radical” perspective on healing. “I do not like when therapists or psychiatrists like to dig too much about the past,” he said. “I’m all about shaking the hand of the devil that was with you that day. But once you shake the devil’s hand, OK, let’s move on.”
That’s why the second half of the program is dedicated to helping residents plan for their future. “It’s all about how do we become hungry to wake up tomorrow morning?” said Peretz. “So if I’m going to speak about the past all day, I will not be hungry to wake up tomorrow.”
That concept is where the 8 Project got its name from. “God created the world in 6 days,” said Peretz. “On the 7th day, we got some rest, and on the 8th day, we started to live.” After residents leave the program, Peretz hopes that they, too, can start to live.
Peretz has remained in touch with all of his past residents. “Some of them are going to school. Some of them are building relationships. Some of them are building a career.” He said all have continued to pursue their passion for art.
The gallery is open for private events, and while staff say they have had several people walk into the gallery who are not connected to Judaism or the war in any way, they are not Peretz’s target audience.
“I like that we’re not open for the public, I don’t think we are for the public.” He explained, “I’m not interested to tell my story at all. I don’t want to tell the Jewish story. I’m not trying to get more fans for the Jewish people through this exhibit.”
“I’m not for everyone,” he added. I care only about my brothers and sisters who created this, and the next people who are gonna create more, and that’s it.”
Still, Peretz believes the project’s presence in New York matters.
“New York needs this more than any other city. I realized that the Jewish people in New York are so traumatized, and they need that connection so badly,” he said. “A lot of us, Jewish people in the diaspora, got lost. We need that connection. We want to get the hug.”
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Israel says slain brother of Michigan synagogue attacker was a Hezbollah commander
(JTA) — The man who attacked a Michigan synagogue on Thursday was the brother of a Hezbollah commander who oversaw efforts to shoot rockets into Israel before being killed earlier this month, the Israel Defense Forces announced on Sunday.
The mayor of Ayman Ghazali’s city, Dearborn Heights, said in a statement following his attack on Temple Israel in West Bloomfield, Michigan, that members of Ghazali’s family had recently been killed “in an Israeli attack on their home in Lebanon.”
Israel is targeting Hezbollah, an Iranian proxy in Lebanon that attacked Israel in retaliation against the U.S.-Israel war on Iran, in a conflict that escalated on Monday into a ground operation. Ghazali’s family members were killed in a Hezbollah stronghold where Israel had recently warned civilians to evacuate.
But while images purporting to show Ghazali’s brother in Hezbollah garb circulated on social media almost instantly after attack, the IDF’s announcement marked the first official allegation tying him to the terror group.
“Hezbollah commander Ibrahim Muhammad Ghazali was responsible for managing weapons operations within a specialized branch of the Badr Unit. The unit is responsible for launching hundreds of rockets toward Israeli civilians throughout the war,” the IDF said in a statement on Sunday, adding, “Ibrahim was eliminated in an IAF strike on a Hezbollah military structure last week.”
An unnamed Hezbollah official denied the allegation to The New York Times.
The IDF’s statement did not suggest that Ayman Ghazali was affiliated with Hezbollah. The New York Times reported that he attended a memorial service for those killed in the strike, who included Ibrahim’s young children, at a Dearborn Heights mosque on March 8 that was attended by hundreds of people, many from the Ghazalis’ town.
Ghazali’s ties to Lebanon have prompted a sharp discourse about news coverage of the Michigan attack, with some alleging that focusing on his brother’s death, especially without any confirmation of his brother’s Hezbollah affiliation, runs the risk of suggesting that attacking a Jewish institution in the United States is an appropriate response to grief during wartime.
Dearborn Heights Mayor Mo Baydoun rejected that notion during a press conference alongside the local police chief on Friday.
“We do know that the individual had recently suffered a devastating and personal loss overseas due to an Israeli airstrike on his family’s home in Lebanon, leaving two children dead. The grief is real and it’s heartbreaking, but let me be clear: That is not an excuse,” Baydoun said. “There is never an excuse for violence, especially violence directed at a sacred space.”
Meanwhile over the weekend, authorities in Michigan said Ghazali had died from a self-inflicted gunshot wound after driving his fireworks-laden truck into Temple Israel. They had previously indicated that the synagogue’s security staff, which worked immediately to neutralize the threat, might have fired the fatal shot.
Temple Israel held Shabbat services in multiple locations over the weekend, including at the Chaldean country club, Shenandoah, that welcomed children evacuated from its preschool and at a nearby Jewish country club, Tam-O-Shanter, where a bat mitzvah took place as planned. The synagogue announced on Sunday afternoon that extensive damage to the building meant it would be “closed to us for the immediate future.”
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Amsterdam Jewish school bombed, in 2nd attack in days on Dutch Jewish institution
(JTA) — A blast late Friday outside a Jewish school in Amsterdam has Dutch police racing to safeguard Jewish institutions after two attacks in two days.
As in a blast outside a synagogue in Rotterdam the day before, there were no injuries in the Amsterdam explosion, which caused damage to the school building’s outer wall.
“This is a cowardly act of aggression towards the Jewish community,” Amsterdam Mayor Femke Halsema said in a statement. “I understand the fear and anger of Jewish Amsterdammers. They are increasingly confronted with antisemitism, and that is unacceptable. A school must be a place where children can receive lessons safely. Amsterdam must be a place where Jews can live safely.”
Prime Minister Rob Wetten condemned the attack. “Terrible. In the Netherlands, there must be no place for antisemitism,” he said. “I understand the anger and fear and will quickly engage in talks with the Jewish community. They must always feel safe in our country.”
Calling the incident a “cowardly attack,” David Van Weel, the Dutch security minister, said in a statement, “Thanks to measures and alertness, greater damage has been prevented. The safety of Jewish institutions has our full attention.”
The same group that took credit for the Rotterdam incident as well as a synagogue attack last week in Belgium said in a video that it was responsible for the Amsterdam blast. The group, Islamic Movement of the Companions of the Right, was previously unknown, but watchdogs say its tactics and statements bear hallmarks of affiliation with Iran’s global network of terrorist cells.
Iran has warned that it plans to retaliate across the globe against both U.S. and Israeli targets in response to the war initiated by the U.S. and Israel on Feb. 28. Jewish security watchdogs say “the most elevated and complex threat environment” in recent history has resulted.
Four teens were arrested following the Rotterdam blast but police in Amsterdam have not announced any arrests there, though Halsema noted that a suspect was captured on security cameras installed because Jewish sites in Amsterdam are “under permanent security.”
The school targeted, an Orthodox school of about 120 students founded in the 1970s amid an effort to restore Jewish life after the Holocaust, has a tall, thick security wall as well as bollards meant to prevent vehicles from coming close, according to photographs online. The school’s website says, “The Jewish education and the necessary security of the school are paid for from its own resources and subsidies.”
“Over the past two days, violent incidents have taken place at Jewish institutions. First in Rotterdam, now in Amsterdam. This has a huge impact, not only on the immediate surroundings but on the entire Jewish community, including colleagues,” Amsterdam Police Chief Janny Knol said in a statement. “As the police, we are on standby throughout the country and have scaled up significantly. We are working extremely hard to track down the perpetrators.”
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