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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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Iran Has Executed At Least 21 People, Arrested Over 4,000 Since Start of War With US and Israel, UN Reports

A February 2023 protest in Washington, DC calling for an end to executions and human rights violations in Iran. Photo: Reuters/ Bryan Olin Dozier

The Islamic regime in Iran has intensified efforts to oppress the civilian population through arrests and executions since the beginning of the conflict with the US and Israel, according to the United Nations.

On Wednesday, the UN Office of the High Commissioner for Human Rights (OHCHR) revealed that Iran had executed at least 21 people and arrested more than 4,000 over the last two months, following the launch of joint US-Israeli strikes on Feb. 28.

Allegations which resulted in death sentences included espionage (two), opposition group membership (10), and involvement with protests (nine).

“In times of war, threats to human rights increase exponentially,” said Volker Türk, the UN High Commissioner for Human Rights.

Türk called for regime officials to “halt all further executions, establish a moratorium on the use of capital punishment, fully ensure due process and fair trial guarantees, and immediately release those arbitrarily detained.”

Iranian courts have reportedly fast-tracked convictions and sentencing in recent months, citing the war as justification.

According to the OHCHR, those detained face brutal conditions, overcrowding, and even torture to coerce confessions. The bodies of some detainees who have died in custody appear to show possible torture. Those detained also experience weaponized medical neglect, a human rights violation which has reportedly led to the deteriorating health of imprisoned Nobel laureate Narges Mohammadi.

In addition to forced confessions, Iranian judges can also resort to the principle of elm‑e‑qazi, a concept in Iran’s Islamic Penal Code which allows a guilty sentence based solely on circumstantial evidence.

Last week, Maryam Rajavi, president‑elect of the National Council of Resistance of Iran (NCRI), spoke about the regime’s executions at the European Parliament in Brussels.

“The mullahs are exploiting wartime conditions to resort to relentless executions to block the path of popular uprisings. Today, political prisoners face the threat of mass killing,” Rajavi said. “The silence of European Union leaders and member states is unjustifiable. And today, I wish to once again raise my voice in protest against this silence in the face of these executions.”

Rajavi added that “a number of young people have been arrested in recent weeks on charges of alleged contact with or support for the Mojahedin Organization,” referring to the People’s Mojahedin Organization of Iran (MEK), an Iranian opposition group.

“The names of a group of them have been submitted to and communicated to international bodies,” she said. “By order of the regime’s judiciary chief, pressure and torture on political prisoners have intensified, and their sham trials and the issuance of criminal sentences have been expedited.”

Stating that 11 political prisoners alleged to be members of the MEK face execution, Rajavi implored that “urgent action must be taken to save their lives. Our position is that a halt to executions in Iran, as a demand of the entire Iranian people, must be included in any international agreement.”

Last month, the Human Rights Activists News Agency (HRANA), an independent group monitoring, released a report documenting that from March 2025 to March 2026, police had arrested 78,907 people on ideological or political grounds.

Executions in the last Iranian year (covering much of calendar year 2025) reached at least 2,488, according to HRANA, with 63 of them women and two children. Drug offenses accounted for 955 executions, approximately three killings per day on average.

The Islamic regime chose to conduct 13 of the executions in public.

Earlier this month, the European groups Iran Human Rights (IHR) in Norway and Together Against the Death Penalty (ECPM) in France released a separate joint report finding that Iran executed at least 1,639 people in 2025, a 68 percent leap from the 975 killed in 2024 and the highest seen since tracking began in 2008. All known executions were reportedly conducted by hanging.

Differences in methodology partially explain the discrepancy in tallies. IHR warned in its report that the full body count is likely much higher, as the group requires two sources to confirm an execution.

Iran’s penal code offers a variety of options for killing a human being, including hanging, firing squads, and even crucifixion or stoning. Hanging was the only method used from 2008 until the firing squad execution of Kurdish political prisoner Hedayat Abdullahpour on May 11, 2020.

In executions for murder under a sentence known as qisas, the Islamic regime encourages the family members of the victim to carry out the killing themselves. IHR has received reports of family members taking advantage of what is regarded as a “right” to do so.

In cases of public executions, prison officials use cranes. This brutal method leaves the condemned suffocating and strangling, lifted above the crowds for as much as 20 minutes before their suffering can conclude.

Photographs have documented children in attendance at public executions in Iran to watch the violence and cruelty. A 2006 study found that 52 percent of 200 children who witnessed public executions in Iran later showed symptoms of post-traumatic stress disorder (PTSD), with “88 suffering re-experiences, 24 avoidance and 62 hyperarousal.”

IHR has not found any executions by stoning since 2010, following the international outcry of the sentencing of Sakineh Ashtiani whose sentence was commuted, allowing her 2014 release.

Given the historical impact of the global community’s condemnations, Iranian officials have sought to hide human rights abuses from the world, imposing an internet blackout for 61 days since the war with the US and Israel began.

“This is denying people across the country access to vital information, silencing independent voices, and inflicting enormous social and economic harm,” Türk said. “It is exacerbating an already precarious humanitarian and economic situation and must be lifted immediately.”

Concluding her address to the European congress in Brussels, Rajavi called on the gathered representatives to implement a new policy toward Iran.

Rajavi advocated an approach that “provides the necessary technical means to ensure the Iranian people’s access to a free internet. Conditions relations with the clerical regime on an end to the execution of political prisoners and the killing of protesters. Brings the regime’s leaders to justice for crimes against humanity and genocide.”

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Norwegian Holocaust Center Defends Decision to Host Event Drawing Parallels Between Holocaust, Palestinian ‘Nakba’

One of the most famous pictures of Jews being rounded up by Nazi Germans during the Holocaust, this from the Warsaw Ghetto Uprising in May 1943. Photo: Wikimedia Commons.

The Norwegian Center for Holocaust and Minority Studies on Wednesday responded to backlash over its decision to host a discussion this week in which parallels will be drawn between the Holocaust and the Palestinian “Nakba” as two “cultural traumas.”

The event on Thursday will focus on the Holocaust, the so-called “Nakba,” and the deadly Hamas-led terrorist attack in Israel on Oct. 7, 2023, as well as the ensuing war in Gaza.

“Nakba,” the Arabic term for “catastrophe,” is used by Palestinians and anti-Israel activists to refer to the establishment of the modern state of Israel in 1948. Activists often invoke the term when discussing the displacement of some 750,000 Palestinian Arabs following Israel’s War of Independence, many of whom left the nascent state for varied reasons, including that they were encouraged by Arab leaders to flee their homes to make way for the invading Arab armies. At the same time, about 850,000 Jews were forced to flee or expelled from Middle Eastern and North African countries in the 20th century, primarily in the aftermath of Israel’s declaring independence.

Thursday’s event will feature Nadim Khoury, an associate professor at the University of Inland Norway, who will explore how the Holocaust and “Nakba” are “traumas [that] have shaped Israeli and Palestinian national narratives and how they have functioned as competing cultural traumas,” according to a description of the event.

“[Khoury] will trace their trajectories since 1948 and explore how they are intertwined and how the tensions between them are shaping the path forward in Israeli and Palestinian lives,” the description further states. “What meaning, he asks, does the entanglement of the Holocaust and the Nakba gain in the shadow of October 7 and the war on Gaza?”

The event is part of the lecture series, “In the Shadow of War – the Way Forward,” which is a collaboration between the Norwegian Holocaust Center and the University of Oslo.

In a written statement to The Algemeiner on Wednesday, Jan Heiret, director of the Norwegian Holocaust Center, claimed the event will make no attempts to equate the Holocaust to the “Nakba,” despite the event’s description stating the contrary.

“The question of how the Holocaust and the Nakba as historical traumas can be understood, acknowledged, and remembered, without thereby constructing a kind of competition between trauma and victimhood, is crucial for any path to future peace and reconciliation,” he said. “To find a way out of a destructive spiral of hatred, dehumanization, and violence, we must understand the long-lasting ‘shadows’ of historical traumas. Without equating, or even putting up, the Holocaust with the Nakba – which would be a historical distortion given the events are so different in nature, course, and scope – we acknowledge that the consequences for the individuals and collectives traumatized by them are interconnected, and that the denial of the trauma of the other lies at the core of the dynamics of the Israeli-Palestinian conflict.”

The Israeli embassy in Norway said on Tuesday that the center’s decision to host the event is a “grotesque distortion of Holocaust memory.”

“It dishonors the memory of more than 750 Norwegian Jews murdered by the Nazis and their Norwegian collaborators, and betrays the very purpose for which this institution was established,” the embassy wrote in a post on X. “A center founded to preserve Holocaust remembrance has chosen political activism over historical responsibility. This is not education. It is moral failure. The planned events should be canceled immediately, and the center must return to its core mission: safeguarding Holocaust remembrance and confronting antisemitism – not legitimizing its modern forms.”

Israel’s official X account in French published the same statement on Tuesday.

Khoury teaches classes at the University of Inland Norway about the history of political thought and international relations. He has published literature that repeatedly accuses Israel of committing a “genocide in Gaza,” a “genocidal war,” and a “second Nakba” in Gaza during its war with the Hamas terror group. He has also written articles accusing Israel of “occupation” and “apartheid.”

When asked about Khoury’s anti-Israel comments, Heiret told The Algemeiner that he is invited to speak at Thursday’s event as “an independent scholar” and does “not speak on the behalf of” the institution. “This is a principle that guides all our events and should be well known,” he added.

Heiret added that as part of the center’s lecture series, it hosts speakers “who shed light on important aspects of what may be the consequences of the Gaza war, but also: whether there are ways out of the destructive spirals of violence, oppression, and hatred.”

As part of the series, the institution was scheduled to hold an event titled “Recognizing and Denying the Trauma of the Others,” which was set to take place on March 10 but was pushed to May 7 and then ultimately canceled. Martin Auerbach, former clinical director of the National Israeli Center for Psychosocial Support of Survivors of the Holocaust and the Second Generation (AMCHA) in Jerusalem, was invited to be a speaker at the event but had trouble traveling out of Israel due to the war with Iran, according to Heiret. The center will try to reschedule the event for the fall, he added.

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How to Respond to the Moment: After the Rupture, the Rebuild

Reading from a Torah scroll in accordance with Sephardi tradition. Photo: Sagie Maoz via Wikimedia Commons.

I often teach with photographs. In my Politics and geography course, I not only present arguments, data, figures, and charts, I show pictures – of faces, streets, institutions, and the lived texture of how people organize themselves into communities and nations. I keep piles of images, catalogs, and books that I return to each semester, selecting and setting aside, trying to find the picture that will do the work a paragraph of writing cannot achieve.

Wrapping up the spring semester, sorting through those piles, I came back to Maya Benton’s Roman Vishniac Rediscovered. It had been months since I had opened it. I had not used it this term and was prepared to reshelf it, and then I stopped and looked through it.

I paused and I then gasped. I had completely forgotten how hard these photographs hit.

We tend to remember Vishniac for the images he made in Eastern Europe before the war with faces marked by poverty, communities suspended between endurance and fragility, a world that now feels both intimate and impossibly distant. Those photographs read, in retrospect, like a warning. The New York photographs, taken just a few years later after Vishniac arrived in the city on New Year’s Day 1941 having escaped internment in Nazi-occupied France, read like something else. They read like a response.

At first glance, the images are almost disarmingly ordinary. Children sit in classrooms. Boys cluster in hallways. Girls lean over desks. There are games, gatherings, moments of quiet instruction and supervised play. Nothing announces itself as extraordinary. But the longer you look, the more deliberate everything appears. These are not scenes of life unfolding. They are scenes of life being organized.

Benton’s scholarship makes the construction explicit. Many of these photographs were commissioned by the Joint Distribution Committee and other Jewish philanthropic organizations documenting and in some sense justifying the work they were doing in a new American context. Settlement houses, community centers, schools, youth programs: the infrastructure of a transplanted community. The camera was not wandering. It was directed. It was capturing not just people, but systems. As the historian Hasia Diner observes in her essay for the Benton volume, the Jewish child in New York is the emotional and strategic center of this archive; photographed again and again, by a people who understood that the next generation was the plan.

The contrast is unmistakable when you hold the two bodies of work together. In Europe, Vishniac’s subjects often appear precarious even when dignified: children thin, environments worn, futures uncertain. In New York, the children are sturdy, structured, embedded in institutions designed to carry them forward. They are not simply living Jewish lives. They are being prepared for them.

Preparation, here, is everything.

After the Shoah, Jewish life did not regenerate spontaneously. It was rebuilt — deliberately, systematically, and often quietly — through institutions. Schools transmitted identity. Community centers created belonging. Camps, classrooms, and after-school programs became the mechanisms through which a dispersed and traumatized people ensured that there would be a future at all. Continuity and formation was not treated as an inheritance. It was treated as a responsibility. L’dor v’dor – “from generation to generation” – was not taken or considered a sentimental phrase. It is a theory of formation and resilience, and these photographs are what it looks like in practice.

I closed the book thinking about my son. He is coming into his own now and he loves being Jewish. He asks questions; real ones, the ones that may you pause and think about how to answer, the kind that do not settle for a first answer. He is looking for community in a world that has made plain, in the months since October 7, that it is not always on his side. He wants to know where he fits, who his people are, what tradition is asking of him. He wants to belong to something older and larger than himself.

And I find myself asking a question that Vishniac’s New York children never had to ask on their own behalf, because the adults around them had already answered it. Will the institutions be there? Will there be places where my son can practice being Jewish with other Jews, learn the texts, observe the holidays, form the friendships that last, and develop the habits of mind and values that make a Jewish life possible? Being Jewish is not a solo activity. It is inherently social, communal, structured. It requires spaces, budgets, teachers, clergy, tables, calendars. It requires other people showing up, year after year, for reasons that are not reducible to individual preference.

The data are not encouraging. Pew’s 2020 study of Jewish Americans documented significant declines in synagogue membership and attendance, in denominational identification, in day school enrollment, in attachment to Israel. Jack Wertheimer, writing in Tablet, described non-Orthodox congregations as “hemorrhaging members, aging, merging, and closing.” The institutional map that Vishniac photographed has, in many American cities, thinned considerably. Buildings are sold. Schools consolidate. Federations struggle. The scaffolding that was built in the 1940s has not been uniformly maintained.

And yet the UJA-Federation of New York’s 2025 recontact study — conducted after October 7 — found that a majority of Jewish adults in New York reported increased engagement in some form of Jewish life since the attacks. While not a national study, roughly one in five in New York reported increased participation in specifically communal Jewish life: attending Jewish museums, cultural events, adult education, JCCs, Chabad. Synagogue attendance, by some measures, ticked up. People showed up. They wanted to be with other Jews. They wanted to do Jewish things in Jewish places.

That is the Vishniac parallel made present in his images. In the 1940s, the institutions were built before anyone could be certain who would fill them. Today, the people are arriving and searching despite being wounded over the past few years, and the question is whether the institutions are still there, and strong enough, to receive them. The 1940s answer was construction. The 2020s answer has to be the same. Reconstituting. Reformulating. Rethinking and rebuilding what has atrophied and building anew where the old forms no longer fit and apply.

This is often described as resilience. Resilience is too soft a word in today’s situation. What Vishniac documented, and what this moment demands, is something closer to discipline; the kind that prioritizes long-term survival over short-term ease, that invests in institutions even when the payoff is not immediate, that understands community as something to be maintained rather than merely felt. It is the work of people who do not assume that identity will take care of itself.

I want my son to inherit a Jewish life that is thick rather than thin and authentically rooted rather than curated with a focus on the communal and the individual. I want him to walk into synagogues and schools and camps and community centers that are full, confident, and alive and are places built by people who understood, as Vishniac’s subjects understood, that continuity is not ambient or emerges by fiat. It is constructed.

The Vishniac photographs do not tell us what to build. They do something more useful. They remind us that building is the work, and that the work does not end with one generation. The men and women who commissioned those photographs are gone. The children in them are now old or gone. The institutions they built have carried us this far.

Whether they carry our children further is up to us.

Samuel J. Abrams is a professor of politics at Sarah Lawrence College and a senior fellow at the American Enterprise Institute.

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