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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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Artist alters Whitney Museum display screens to protest Israel’s conduct in Gaza
The Whitney Museum of American Art has over 27,000 pieces in its collection. On July 3, artist Jonathan Allen tried to add a couple more to call attention to what he considers “Israeli atrocities.”
Late that night, Allen vandalized two electronic displays outside the Whitney, a contemporary art museum in Manhattan, plastering them with posters accusing Israel of genocide and targeting Palestinian children.
Staff soon removed the posters after being notified of the vandalism, the museum said in an emailed statement.“I think it’s important artists take risks and use private property and unconventional spaces towards political and social ends,” Allen told the Forward.
Whitney Director of Communications Ashley Reese wrote, “The Museum maintains a zero-tolerance policy for vandalism, harassment, discrimination, or bias of any kind.”
This is not the first time a pro-Palestinian protest has targeted the Whitney. Last year, the museum planned to hold a performance mourning Palestinians killed during the Israel-Hamas war. When footage surfaced of a performer telling audience members to leave a previous performance if they “believe in Israeli in any incarnation,” the Whitney canceled the event.
Shortly afterward, the group Writers Against the War on Gaza held a protest at the Whitney, passing out brochures demanding “the removal of board members tied to genocide, militarism and apartheid.”
Allen’s installation is part of his Interruptions series, where he puts translucent poster-size vinyl stickers with political messages atop digital advertising screens to create a flickering effect.
Since 2019, Allen has installed over 400 interruptions, which began with traditional paper posters. When New York City and the MTA added more digital ad displays, he transformed the posters into their current iteration, most recently featuring quotes from public figures that criticize either Trump or Israel. Allen installs most of his interruptions on city-owned property, such as sidewalk ads or subway monitors — even the children’s entrance of the Brooklyn Public Library.
He acknowledges his project “is temporary vandalism, technically,” but explains that the pieces are very easily removable and don’t damage the displays underneath.
For his most recent interruption, Allen used monitors owned by the Whitney without authorization from the museum. Allen chose the Whitney because he believes it “is the contemporary corporate sphere of the art industry.”
“I feel like bringing attention to this sort of issue in that context was important,” he said.
A joint Instagram post by Allen and Eye on Palestine said the installation highlights the findings of a recent UN Independent International Commission of Inquiry report.
The Israeli government has heavily criticized the report, calling it “defamatory” and a “libellous sham,” and from its inception has accused the commission of bias. Israel did not provide any information to the commission for the investigation.
“The Israeli security forces have deliberately targeted and killed Palestinian children,” one poster says. Another poster stated: “If you can’t draw the line at genocide, you probably can’t draw the line at democracy.”
Critics of the installation echo the Israeli government’s criticisms. Hen Mazzig, an Israeli writer and content creator, called the display “blood libel.” The StopAntisemitism campaign also criticized the display on X. “they don’t care about Palestinian children,” they wrote. “The goal is to vilify Jews.”
Allen believes this is a mischaracterization. “I fully support Israel’s right to exist as a Jewish state, and I support Israel, insofar as its right to exist,” he said. “I don’t think the discussion about what’s happening in Gaza hinges at all on that.”
Though Allen’s installations are typically removed “within hours,” he says each one “has a second life, because it lives on social media, which is where it tends to get the most attention.”
The post Artist alters Whitney Museum display screens to protest Israel’s conduct in Gaza appeared first on The Forward.
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European leaders downplayed the Holocaust. Now Trump is using their tactics against the Smithsonian
A new White House report accusing the Smithsonian’s National Museum of American History of “extreme political activism,” and demanding the museum revise its exhibitions to elide the darker elements of the nation’s past, mirrors a troubling trend in Europe, where right-wing nationalist governments have spent the past decade forcing museums to minimize their countries’ roles in the Holocaust.
The 162-page report, issued this past weekend, faults the Smithsonian museum for dwelling, in the administration’s eyes, too heavily on slavery, and for teaching about race and gender in ways that President Donald Trump’s administration considers to “divide, dispirit, and discourage our citizens.” It follows a 2025 executive order, “Restoring Truth and Sanity to American History,” that directed federal institutions to purge “improper ideology” from their exhibits.
Reasonable people can disagree about specific details in museum exhibitions. But there is a difference between engaging in productive disagreements about historical emphases and demanding a national museum be solely devoted to make citizens feel good about their country. And the way that the latter approach has been used to downplay crimes against Jews in Europe should give American Jews, in particular, pause about it being deployed in their own country.
Propaganda in Poland
In 2017, Poland opened a permanent exhibit at the Museum of the Second World War in Gdańsk, which delivered a multi-layered account of the war. The exhibit highlighted Polish suffering under Nazi occupation as well as the Holocaust and the pogroms Poles carried out against their own Jewish neighbors, including the infamous 1941 Jedwabne massacre, in which several hundred Jews were burned alive in a barn by their fellow townspeople.
The right-wing Law and Justice party, known as PiS, called the exhibit “not Polish enough,” forced a merger that replaced the museum’s director, and altered the exhibition to foreground Polish heroism while softening material on Polish complicity in the extermination of three million Polish Jews. Five hundred eminent historians labeled those changes an attempt to turn the museum into a “propaganda institution.”
The following year, the Polish parliament went further, criminalizing any claim that Poland bore responsibility for Nazi crimes, with penalties of up to three years in prison. Yad Vashem warned that the law “jeopardizes the free and open discussion of the part of the Polish people in the persecution of the Jews at the time.” Under international pressure, Poland later dropped the criminal penalty, but the campaign to legislate a flattering national story had made its point.
Hungarian ahistoricism
The nation of Hungary offers an even starker case.
Former Hungarian Prime Minister Viktor Orbán’s government spent years developing the House of Fates, a Holocaust museum on the site of the Budapest rail station from which 437,000 Hungarian Jews were deported to Auschwitz in a matter of weeks in 1944. Yad Vashem and Hungary’s largest Jewish federation, Mazsihisz, boycotted the project, warning that its planned narrative would leave visitors believing “the citizens of Hungary were essentially blameless for what was inflicted upon their Jewish neighbors.” In fact, Hungarian gendarmes rounded up and deported their Jewish neighbors with minimal direct German involvement.
Orbán separately made efforts to rehabilitate Miklós Horthy, Hungary’s Nazi-allied wartime ruler, as an “exceptional statesman,” and backed a Budapest statue honoring Holocaust victims that was widely seen as covering up Hungary’s role in the deportations by depicting the country as an angel attacked by a Nazi eagle. The implication: all Hungarians were equal victims of the Nazi occupation, an idea that conveniently overlooks the fact that the Nazis had many Hungarian collaborators.
The museum sat empty for years amid the dispute. Jewish leaders in Hungary have only recently reported progress toward a version that names Hungarian, and not just German, responsibility for atrocities against Jews.
The dangers of whitewashing
The recent histories of Poland and Hungary demonstrate that when a government decides that its national story shouldn’t include honest examinations of what its people did to vulnerable minorities, the nation’s integrity as a whole is imperiled.
This is the same demand the Trump administration has issued to the Smithsonian. The White House report does not claim that the museum has facts wrong; rather, it objects that the museum treats history as a tool for “social justice.” The administration demands, instead, “patriotic history” — exactly the same ultimatum issued by governments in Warsaw and Budapest.
Smithsonian Secretary Lonnie G. Bunch III says his institution’s goal is scholarship, not partisanship. The administration’s answer is that scholarship itself is the problem, if the story it tells is not celebratory enough.
The kind of “patriotic history” the administration wants entails, instead, a thinner historical accounting, built to avoid making visitors uncomfortable with the actions of their ancestors. A country pressured to foreground its heroism while pushing its failures to the margins is one that shows its own people that, effectively, minorities do not belong.
When Poland won’t discuss Jedwabne, or Hungary won’t acknowledge its own role in the deportation of Hungarian Jews, they send the message that they don’t see Jewish citizens as fully human — in either the past or the present. A U.S. that treats discussing the facts of slavery — or the immigration quotas that helped trap Jews in Europe — as a betrayal of national values is one that suggests the people it wronged, and their descendants, don’t matter.
A serious national museum has to depict a nation’s failures and achievements in the same frame. What the White House is proposing for the Smithsonian is very different, and very dangerous. Jews have watched this play out before and seen where it leads. A nation’s museums are essential to its capacity to reckon with the worst of its history. This is a capacity worth defending in Gdańsk, in Budapest, and now in Washington.
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Mamdani more popular than Netanyahu among U.S. Jews, new poll shows
New York City Mayor Zohran Mamdani, whose outspoken criticism of Israel has made him a frequent target of Jewish and pro-Israel advocates, is viewed more favorably by American Jews than Israeli Prime Minister Benjamin Netanyahu, according to a new poll released Tuesday.
The Associated Press-NORC Center for Public Affairs Research survey of 1,022 Jewish adults nationwide, conducted from June 11 through June 17, found that 44% of American Jews hold a favorable opinion of Zohran Mamdani, compared with 39% who view him unfavorably. By contrast, just 32% of respondents said they have a favorable opinion of Netanyahu, while 59% said they have a negative view of the longtime Israeli leader
The poll suggests that Mamdani’s positions on Israel have not prevented him from maintaining a net-positive image among American Jews overall.
Mamdani won just 26% of the Jewish vote in last year’s mayoral election. Since taking office, he has faced scrutiny from Jewish leaders and Zionist organizations over his sharp criticism of Israel and embrace of Palestinian activism that is shaping his tenure as leader of the city with the largest population of Jews outside Israel. Mamdani refused to recognize Israel as a Jewish state and said he wouldn’t travel to the country. He has also pledged to order the arrest of Netanyahu if he visits the city on his watch, complying with an ICC arrest warrant. That will be tested in September when Netanyahu arrives to speak at the United Nations General Assembly.
Recently, the mayor skipped the annual Israel Day parade, where participation is a longstanding tradition for New York City leaders, and he also called for divestment from Israel’s economy. In congressional races in New York City, Mamdani actively campaigned for candidates who made inflammatory statements on Israel.
Netanyahu, who has been in office since 2009 except for an 18-month hiatus from 2021 to 2022, has seen his standing with Americans erode in recent years despite longstanding ties to the United States. He spent part of his childhood in the Philadelphia area, attended college in Boston and served as Israel’s ambassador to the United Nations in the 1980s. Netanyahu has often spoken directly to American audiences, giving frequent interviews to U.S. television networks more often than he has spoken to Israeli media.
The AP survey, which had a reported margin of error of plus or minus 5 percentage points, also found that American Jews are increasingly critical of the Israeli government’s conduct in the Gaza war and its handling of the Israeli-Palestinian conflict.
While a majority of American Jews — 73% — said Israel’s initial military response to the Oct. 7, 2023, Hamas attack was justified, just 42% said they supported the continued military operations in Gaza through last year’s ceasefire. The survey also found that, similar to the broader American public, 30% of American Jews believe Israel has committed genocide in Gaza.
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