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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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Jewish Democratic support weakened slightly in midterms, survey finds
(JTA) — Democrats lost a small amount of Jewish support overall in the midterm elections, even as an overwhelming majority of Jews voted for the party, according to the results of a new survey published Tuesday.
The poll also found that significant shares of both Jewish Democratic and Jewish Republican voters believe their respective parties have become too accepting of antisemitism.
The survey from the Jewish Electorate Institute, a nonpartisan think tank that often works with Democrats, was the latest data pointing to simmering Jewish discomfort with the majority of the community’s longtime electoral home — even as actual voting patterns have remained largely consistent. Conducted by research firm The Mellman Group, the survey polled 800 national Jewish registered voters online from Oct. 29-Nov. 6, including both early and day-of voters.
The data “reveal warning signs for both political parties” in their relationship to Jews, institute chair Barbara Goldberg told reporters in a briefing.
Researchers found that 69% of Jewish respondents voted for Democrats, a six-point drop from the 2024 election. There was a 3.5% margin of error.
That drop occurred even as several other groups that have consistently voted for Democrats increased their shares in 2026, including voters under 45, voters of color, women and white, college-educated voters.
In the run-up to what would become a historic “blue wave” election, the Jewish vote – a reliably Democratic bloc — received particular attention as several high-profile candidates, including Michigan Senator-elect Abdul El-Sayed, broke with longtime party consensus on Israel or otherwise unnerved the Jewish community throughout the campaign. Studies of Jewish voting attitudes published since Election Night, which have also included polls from the liberal Zionist lobby J Street and the pro-Israel group The Jewish Majority, have found that the Jewish party-line vote was largely unchanged despite those reservations.
While the Jewish Electorate Institute did not isolate any polling on Jews in Michigan specifically, it did poll all Jews about their views on El-Sayed and found that his favorability in the group had climbed since September. He is now viewed favorably by 44% of all Jews and 59% of Jewish Democrats, the survey found, with 40% of the former group and 25% of the latter viewing him unfavorably — giving the senator-elect a net favorability rating in both camps. The same polling also found that 41% of Jewish voters view pro-Israel lobbyists AIPAC favorably, and 35% unfavorably.
The survey also found that 36% of Jewish Democratic voters expressed concern about the direction of the party, agreeing with the statement that it has become “too accepting of antisemitic rhetoric within the Party.” One in four Jewish Republicans believed their party was becoming too friendly to white nationalists and the far right.
“The one place both parties are having problems is on rising antisemitism,” Michael Bloomfield, managing director of the Mellman Group who oversaw the survey, told reporters. The questions about antisemitism within the party had not been asked in previous election surveys conducted by the Mellman Group.
In addition, 28% of Jewish Democratic voters said they voted for candidates whose views on Israel caused them concern, saying that other issues outweighed those reservations. One in six Jewish Republicans said they did the same.
In results that echoed an earlier survey put out by the liberal Zionist lobby J Street, 14% of Jewish Democrats said supporting Israel was one of the most important factors in their vote. A higher share of the Jewish Electorate Institute respondents, 27%, said fighting antisemitism was one of their most important issues, while preserving democracy was the top concern.
The Jewish Republican voters surveyed ranked fighting antisemitism as their top concern, and support for Israel as among their top concerns.
This article originally appeared on JTA.org.
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Museum cancels Dutch synagogue’s tricentennial celebration over Israel tensions
(JTA) — An exhibition honoring the nearly 300-year-old Amersfoort Synagogue was supposed to be a celebration of Jewish life in Amersfoot, a small city in the central Netherlands.
Instead, Dutch Jews say, it could become the latest casualty of anti-Israel cancel culture that has targeted Jews in the Diaspora.
The city’s mayor in the last week has scrambled to save a planned exhibit on the synagogue after it was canceled, but so far has not been able to guarantee that it will open as planned early next year.
On Nov. 4, Paul Baltus, the director of Amersfoort in C, an organization that oversees the Museum Amersfoort and several of the city’s other cultural institutions, said he was canceling the upcoming synagogue exhibition due to “pressure,” an apparent reference to possible confrontations by pro-Palestinian activists.
Pro-Palestinian protesters have held dozens of demonstrations in the Netherlands since the Oct. 7 Hamas attack. On Nov. 8, tens of thousands of people gathered in Amsterdam to demand that the Dutch government impose stricter sanctions on Israel.
Although the museum started planning the exhibition five years ago, Baltus said in a statement, “Since then, the social climate has changed significantly. The situation in the Middle East is also having an impact on Dutch society. The public debate on this subject can be heated and, at times, lacking in nuance.”
Baltus said he is finding the “tension” surrounding the exhibition, which was slated to begin in early 2027, difficult to manage. “As a small and vulnerable organization, I do not want to expose my staff to that kind of pressure,” he said. While he acknowledged that he could hire security guards and install cameras, “the reality is that our volunteers would still have to deal with a range of reactions.”
Jewish community leaders in the Netherlands said they were shocked by the museum’s actions and called on city officials to ensure the exhibition would go on as planned.
The exhibition is one of several cultural events scheduled to mark the 300th anniversary of the Amersfoort synagogue, which opened in 1727. It is the oldest Ashkenazi synagogue in Western Europe still in use today.
On Nov. 4, Mayor Lucas Bolsius told the City Council that the municipality would begin discussions with the museum and other stakeholders “to ensure that the exhibition can proceed.” The museum’s decision to cancel “has caused considerable pain within the Jewish community, particularly by reinforcing the feeling that its members are not welcome or even allowed to exist,” he told council members.
Following a meeting the next day, Bolsius and Baltsus jointly announced on Nov. 6 that they would work together to try to find a solution.
Over the past week, the mayor said, “helping hands have been offered from the city, central government and across the country to address organizational matters. People and organizations want to help make this exhibition possible.”
Baltus said the help being offered has alleviated some of his concerns. “With this support, we will explore the possibilities with an open mind and a positive intention, in consultation with the Jewish community.”
While Jewish leaders told Jewish Telegraphic Agency that they welcomed these efforts, they said the museum controversy is just the latest example of hostility toward Jewish historical and cultural events in the Netherlands, where anything Jewish – even a 300-year-old diaspora synagogue – is often seen as inseparable from the Israeli-Palestinian conflict.
“We are very glad the mayor intervened. Let this be an example for other authorities,” said Hans Weijel, vice chairman of the Centraal Joods Overleg (CJO), the umbrella advocacy organization that represents the interests of the Netherlands’ 40,000 Jews.
Emile Schrijver, director-general of Amsterdam’s Jewish Cultural Quarter, which encompasses the Jewish Museum, the National Holocaust Museum, the Portuguese Synagogue and other Jewish cultural institutions, said the Museum Amersfoort had made its decision without first consulting the Jewish community or the organizations involved in the planned exhibition.
“Largely since Oct. 7, Jewish artists have had a difficult time finding a stage, and Jewish events, including cultural, can’t find a venue. Jewish events are being cancelled for no reason,” he said.
Schrijver rejected Baltus’s contention that security concerns made the museum exhibition unmanageable, given that the Jewish institutions Schrijver runs in Amsterdam frequently host events, despite pro-Palestinian demonstrations and related security concerns.
“We train our staff all the time. We deal with this every day. Yes, it’s difficult, but no, it’s not impossible,” he said.
Schrijver warned that treating Jewish cultural events as potential security problems risks pushing Jewish communities out of public life.
“The effect of this is that the normality of Jewish presence in a town is being pushed away,” he said. “Suddenly anything Jewish is considered a security hazard or prone to cause problems.”
Cultural institutions have a responsibility to distinguish between their views on Israeli government policy and the history of Jewish communities in the Netherlands, Schrijver said.
“You have to separate your private opinion from the long history of a small town in the Netherlands. What they’re effectively doing is pushing the Jewish community to the fringes of society.”
CJO’s Weijel said the Jewish community has played an important role in Amersfoort’s civic life since the mid-1600s.
“We think it is ridiculous that a museum in a city doesn’t want to have an exhibition about a 300-year-old synagogue and its history in that city. The conflict is in the Middle East, not here,” he emphasized. “If you want proof that this is antisemitism, this is the proof.”
Weijel accused Baltus of being “a coward.”
“He’s afraid something bad will happen, but if you’re that afraid, you should stay in bed.”
In his Nov. 4 statement, Baltus acknowledged the Jewish community’s disappointment and offered to contribute his museum’s “expertise and collection” of Jewish historical artifacts to an exhibition in the synagogue instead. He also offered to incorporate the synagogue’s history into the museum’s permanent exhibition on the history of Amersfoort.
For Schrijver, the Amersfoort controversy is yet another attempt to marginalize Jews in a country they have lived in for generations.
“The moment you make Jewish history dependent on what is happening in the Middle East, you are making Jewish existence conditional,” he said.
This article originally appeared on JTA.org.
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Donald Trump actually faced a few tough questions on ’60 Minutes.’ So, why does Marine Le Pen get a pass?
Last Sunday, the news show “60 Minutes” hosted an outgoing president of one country and, quite possibly, the incoming president of another. While falsehoods and fatuities flowed from President Donald Trump, his interviewer, Ross Douthat frequently, if futilely, tried to push back. Yet when Marine Le Pen, running for the presidency of France, also fibbed or fudged the truth, her interviewer, Trevor Phillips, did little more than arch an eyebrow.
This split-screen experience was unsettling for a few reasons. First, it reminded us that our president’s famous “weave” reflects a mind that is declining as surely as his poll numbers. A glance at the interview transcript reflects the deepening incoherence of the man who occupies the world’s most powerful office. This made all the most startling the cogency of his reply to a question Douthat posed at the end of the interview: whether he could stop hating his enemies if that was the price to enter heaven. To a flabbergasted Douthat, Trump replied, “I probably cannot do that, no, because I do hate some of my enemies and I always will.”
While no one can say whether Trump is destined for heaven or hell, Le Pen’s remarks in her interview suggest that she will make life hell for those men and women who fail to qualify, in her eyes, as French.
Yet, in his interview, Trevor Phillips, formerly of The (London) Times and a recent Bari Weiss recruit, failed to make this as clear as a Mike Wallace, a Dan Rather, or a Scott Pelley would have. Nattily dressed and well-spoken, Phillips presented a segment on the violence that has “erupted in Paris’ romantic boulevards” where “the scent of warm croissants and fresh baguettes has been overwhelmed by the whiff of tear gas.”
Overwhelmed by the weight of silly clichés, Phillips could not help but add “They used to call Paris la ville de l’amour — the City of Love. But there hasn’t been much amour on show lately.” While Phillips does not state who “they” are — given the hoariness of the clichés, perhaps they asked to remain anonymous — he should think twice about his assertion that there is not much love. Of course, the protestors are expressing their anger towards the government of President Emmanuel Macron, but they are also expressing their deep attachment, even love, to the republican tradition that has made Paris la ville de la révolution.
More important than his potted account of the social upheavals in Paris, however, was Phillips’ problematic interview with Le Pen. “In 2011,” he explained, “Le Pen took over leadership of what was then a fringe movement from her father, a tough army veteran convicted and fined for Holocaust denial and hate speech.” Yet nine years earlier, in 2002, Jean-Marie Le Pen, the candidate of this “fringe party” then called the National Front, made it into the second round of the presidential election. Though Le Pen failed to make it into the second round in 2007, that more than 4 million French voted for him suggests that his party and person were hardly fringe. It is also odd that while Phillips noted Le Pen’s Holocaust denialism, he omitted Le Pen’s confession that he had tortured Algerian captives while serving in French Algeria.
No less stunning was Phillips’ description of Marine Le Pen’s decision to banish her father from the party in order “to rid it of its stain of bigotry.” If only it were mere bigotry. The National Front was founded, in part, by former members of the French division of the Waffen SS and sympathizers of the wartime collaborationist regime of Vichy. While the daughter has largely succeeded in removing these elements from the party, which she rebranded as the National Rally, she has not removed the “stain” of antisemitism. Little more than a month ago, the French newspaper Mediapart revealed that Le Pen’s second-in-command, Jordan Bardella, was trafficking in antisemitic bilge even after he joined the party as a teenager.
Time and again, Phillips posed questions but had not adequately prepared for Le Pen’s predictable replies. When he asked, in his opening question, “What is happening in Europe? Has politics here just become more radical?” Le Pen answered that “the extreme left creates chaos. They generate violence against people.” If Phillips had done his due diligence, he would have confronted Le Pen with the recent study by the historian Nicolas Lebourg revealing that while six murders in France since 1986 were “generated” by the extreme left, nearly sixty were “generated” by the extreme right. Phillips might also have mentioned last month’s mass killing and wounding of French Muslims in the town of Trappes by an individual who marinated in the literature of the extreme right.
Finally, when Le Pen made the jaw-dropping claim that “discrimination does not exist in France” and, moreover, is “the least racist country in the world,” Phillips did, in fact, raise an eyebrow while repeating her words. But it would have been more effective, perhaps, to raise the findings of various organizations, like the Defenseur des droits, which concluded in 2024 that the “perceived origin” of a job applicant weighs more than any other factor in hiring decisions in France.
As for his lack of follow-up questions to Le Pen’s assertion that France is the world’s least racist country, Phillips’ professional malfeasance was made fully manifest. In every presidential campaign, Le Pen has committed to establishing the law of national priority, which in effect would constitutionalize a racist agenda. Based on the extreme rightwing hobbyhorse of the “great replacement” — namely, that France’s white population is deliberately being replaced by third world immigrants — the law will limit employment opportunities, social and housing benefits to French citizens. Such a law not only runs counter to the laws of the European Union, but also to the humanist and universalist grounding of France’s constitution.
Phillips failed to contest this claim. Ironically, he closed the interview with Le Pen’s assurance that “French people have got to know me.” If only Phillips had done so, as well.
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