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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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VIDEO: A song about a Jewish girl, Khaye, who died in Treblinka

One of the most renowned poems by the Yiddish poet Binem Heller is one he wrote for his older sister Khaye who perished in the Treblinka concentration camp.

In the poem, “Mayn shvester Khaye” (“My sister, Khaye”) he describes how, before the war, she would look after him and his brothers as their mother worked:

And Khaye remained at home with her brothers
She fed them and looked after them
And she’d sing them beautiful songs often sung in the evening
As little children grow sleepy.

After the war, Heller returned to Poland, hoping to help revive its Jewish cultural life, but he became disillusioned and moved, first to Paris and then to Brussels. In 1956, he visited Israel, which was then a hotbed of Yiddish creativity, thanks to a number of poets who, having survived the Holocaust, had settled there. Heller was warmly received and ended up staying in Israel until his death in 1998.

The acclaimed Israeli singer Chava Alberstein befriended him and other Yiddish poets in Israel, and in 1995, she and film director Nadav Levitan released a documentary film about them. The film, Too Early to Be Quiet, Too Late to Sing, includes a moving video clip of Heller’s wife Hadassah Kestin reciting “My Sister Khaye,as Heller sits in the background, listening solemnly:

In 2001, Alberstein set the poem to music and recorded it with The Klezmatics, bringing Heller’s words to a much wider audience.

Musicologist Jane Peppler also performed it on the album “Rag Faire,” accompanied by English subtitles.

 

 

The post VIDEO: A song about a Jewish girl, Khaye, who died in Treblinka appeared first on The Forward.

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The Case for Zionism: Jews Must Always Act to Defend Themselves

People stand next to flags on the day the bodies of deceased Israeli hostages, Oded Lifschitz, Shiri Bibas, and her two children Kfir and Ariel Bibas, who were kidnapped during the deadly Oct. 7, 2023, attack by Hamas, are handed over under the terms of a ceasefire between Hamas and Israel, in Tel Aviv, Israel, Feb. 20, 2025. Photo: REUTERS/Ammar Awad

As Israel marks tonight the beginning of Holocaust Remembrance Day, I found myself returning to a question that is not abstract, not historical, but immediate: what did we learn — and what have we done with that lesson?

I started writing this column after listening to Matti Friedman’s interview by Haviv Rettig Gur about his compelling new book “Out of the Sky” — the story of a small group of young Jewish men and women, most in their twenties and thirties, who parachuted into Nazi-occupied Europe on missions that fused intelligence work with a near-impossible hope: to reach Jews already marked for annihilation.

What stays with you isn’t only their courage. It’s the indictment embedded in the setting. By then, the leading powers of the world knew what was being done to the Jews — not vaguely, not abstractly, but in sufficient detail to understand the scale and intent. And yet the Nazi annihilation machine continued to operate at full capacity. Priorities were elsewhere. Calculations were made. The Jews were not high enough on the list.

In the interview, Friedman describes Zionism as “a call to the heroic impulse of the Jewish people.” That beautifully captures the spirit of those who volunteered. But it does not fully capture the conditions that made such a call necessary. That necessity was forged over centuries in which Jews learned — repeatedly, across continents — that when they did not act on their own behalf, no one else reliably would.

By the time Zionism emerged as a political movement in the late 19th and early 20th centuries, this was not a new realization. It was the product of accumulated experience.

In Europe, Jews were expelled from England in 1290 and from Spain in 1492 — decisions made by sophisticated societies that had benefited from Jewish presence until it became politically or socially convenient to discard them. Across the continent, Jews were confined to ghettos, barred from numerous professions, subjected to forced conversions, and periodically massacred when rulers or mobs required a scapegoat. In Eastern Europe, pogroms were not aberrations; they were recurring events, often tolerated, sometimes encouraged, and routinely administered by authorities.

In the Middle East and North Africa, the legal framework differed, but the condition often did not. Jews lived under dhimmi status — protected, but explicitly inferior. That protection was conditional and revocable. Jewish communities in Fez, Granada, and elsewhere experienced massacres from the 7th through the 19th centuries. In the 20th century, that fragility fused with Nazi ideology and erupted in events like the 1941 Farhud in Baghdad — a pogrom in a modern Arab capital, not medieval Europe, where Jews were murdered in plain view.

The 19th century is often invoked as a European turning point for civilization — a narrative of emancipation and integration. But when it comes to the Jews, that narrative collapses under scrutiny. The Dreyfus Affair did not occur in a backward state. It unfolded in France, a republic that literally defined itself by liberty and equality. Yet the public degradation of a Jewish officer, falsely accused and convicted, revealed how quickly those ideals could be suspended when the subject was a Jew and the society was looking for a scapegoat.

In 19th century Eastern Europe, antisemitic violence intensified rather than receded.

The Holocaust is often framed as a rupture, a singular descent into madness disconnected from what came before. But that framing is wrong. The Holocaust represents continuity taken to its most efficient extreme: the same logic of exclusion, dehumanization, and disposability, now executed with industrial precision — and when the entire world refused to act.

This is the environment in which Friedman’s protagonists took action into their own hands. Figures like Hannah Senesh, 23, and Enzo Sereni, 39, parachuted into occupied Europe under British auspices. They were not naïve. They understood the constraints. They were explicitly made to understand by the British that saving Jews was not the mission’s priority.

They went anyway.

That choice — risking everything to reach other Jews marked for death, in a world that had already decided not to make that even a secondary priority — captures the essence of Zionism more clearly than any political manifesto. It is the refusal to accept passivity in the face of annihilation.

And even after the war ended, the lesson did not soften.

Roughly 250,000 Jewish Holocaust survivors remained in Displaced Persons camps across Europe for years. Not weeks — years. Stateless. Unwanted. Warehoused in the shadow of a continent that had just attempted to erase them. The world had seen the camps. It had documented the atrocities. It had declared “never again.”

And still, Jews were in DP camps. For years.

That changed only with the establishment of Israel — a state that, from its inception, absorbed those survivors and provided what no one else had: a place where Jewish life was not contingent on the tolerance of others.

This is the record behind Zionism.

The post-Zionist claim — that Jews were better off without sovereignty, that Israel somehow makes Jews less safe — requires the erasure of everything that came before. It requires ignoring expulsions, pogroms, legal subjugation, and ultimately industrialized extermination. It requires treating the Holocaust as a complete anomaly instead of a culmination. It requires believing that a world that refused to absorb Jewish refugees before, during, and after that catastrophe would somehow behave differently in the absence of a Jewish state.

Strip away the rhetoric, and the “post-Zionist” expectation is unmistakable. Jews are being asked — again — to place their survival in the hands of others.

History has already tested that proposition.

If Jews do not secure their own survival, no one else will do it for them.

And when they finally did — when a sovereign Jewish state took in 250,000 survivors who had nowhere else to go, when it replaced statelessness with citizenship and dependence with agency — that was not merely refuge.

It was justice.

Justice that had been denied for centuries — finally asserted.

Micha Danzig is an attorney, former IDF soldier, and former NYPD officer. He writes widely on Israel, Zionism, antisemitism, and Jewish history. He serves on the board of Herut North America.

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Iran Has Been America’s Enemy for 47 Years, Yet Critics Claim It’s Israel’s War

Illustrative: Members of the United Nations Security Council vote against a resolution by Russia and China to delay by six months the reimposition of sanctions on Iran during the 80th UN General Assembly in New York City, US, Sept. 26, 2025. Photo: REUTERS/Eduardo Munoz

In light of President Trump’s decision to attack Iran, enemies on the right, left, and in mainstream media, accuse him of breaking his promise to put “America first” — with the slanderous footnote that the US started the Iran war solely at Israel’s behest.

In fact, the Iran war is very much an “America first” war — launched to neutralize one of the longest-standing, most dangerous threats to the US, its allies, and the Western world.

Notable critics on the right have slammed Trump’s attack on Iran, including former head of the US National Counterterrorism Center, Joe Kent, who said Iran, “posed no imminent threat to our nation, and it is clear that we started this war due to pressure from Israel and its powerful American lobby.”

Hard-leftists have similarly condemned the President for attacking Iran on Israel’s behalf. Rep. Rashida Tlaib (D-MI), for example, accused Trump of “acting on the violent fantasies of the American political elite and the Israeli apartheid government.”

Legacy media, which take every opportunity to bash Trump or the Jewish State, have also accused the President of reneging on his “America first” promise and launching a war for Israel’s sake. An article in The New York Times, for instance, asserted that Israeli Prime Minister Benjamin Netanyahu was “determined to keep the American president on the path to war.”

Against all evidence, Israel’s enemies have managed to convince many that the Iran war is Israel’s war, not America’s.

This “blame Israel” movement corresponds with another major spike in antisemitism. In just the first week of the conflict, global antisemitism surged 34%, rekindling the age-old practice of blaming the world’s tiny (0.2%) Jewish population for its gargantuan troubles.

For decades, Iran has attacked Americans and US interests, all the way back to the 1979 Islamic Revolution. Notable attacks include the 1983 Beirut Marine Barracks bombing, which killed 241 American forces, and the 1996 Khobar Towers bombing in Saudi Arabia, which killed 19 US airmen and wounded about 500 more.

Iran was also responsible for the death of scores of US soldiers in the Iraq war, through its aid to terrorist groups there, and construction of IEDs and similar devices.

Iran has also consistently lied about its nuclear program, claiming it was peaceful, but steadily enriching uranium to approach weapons-grade levels. No one in the world disputes that Iran is trying to achieve nuclear weapons — the only debate was whether it was worth military action to prevent it.

Iran wanted these weapons so that it could blackmail America and our Middle Eastern allies, and not have to worry about an American military response.

It’s no wonder that before his death, Ayatollah Khamenei repeatedly declared, “Death to America is not just a slogan — it is our policy.” Thus, it’s no surprise that over the last 47 years, all nine successive US administrations, including Trump’s, have made Iran a foreign-policy centerpiece.

After decades of diplomacy and appeasement, one president said “no.” The administrations of Obama, Biden, and Trump (twice) attempted painstaking diplomacy to convince Iran to abandon its nuclear weapons program — to no avail. In fact, diplomacy only strengthened Iran and its terrorist network. The 2015 nuclear deal, for example, gave Iran billions of dollars in sanctions relief, which the mullahs used to expand their nuclear and ballistic missile programs, and fund terrorist proxies.

In short, after 47 years of lies, diplomatic failures, terrorism, and the threats of an Islamist regime sworn to America’s destruction, Iran’s determination to obtain nuclear weapons left the US no choice but military force.

Nonetheless, the lie that the Iran war is being fought because of Jewish conniving — primarily for Israel’s sake — continues to spread. The result will be more antisemitism, more violent attacks on Jews, and more generational anti-Jewish hatred.

Our best weapon to fight this is to keep explaining the real reasons for the Iran war — and the very real threat that Iran poses to America, the region, and the entire free world.

Jason Shvili is a Contributing Editor at Facts and Logic About the Middle East (FLAME), which publishes educational messages to correct lies and misperceptions about Israel and its relationship to the United States.

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