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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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Jan Schakowsky retracts endorsement in a congressional race over candidate’s AIPAC funding
(JTA) — Rep. Jan Schakowsky withdrew her endorsement of a congressional candidate in a neighboring Illinois district on Thursday, citing the AIPAC pro-Israel lobby as a reason.
Schakowsky endorsed Donna Miller, the Cook County commissioner, in the 2nd Congressional District last month. Now, she said, she cannot let her endorsement stand.
“Illinois deserves leaders who put voters first, not AIPAC or out-of-state Trump donors,” said Schakowsky, who herself was an AIPAC stalwart early in her tenure. “I cannot support any candidate running for Congress who is funded by these outside interests.”
Schakowsky’s comments reflected the increasing toxicity of AIPAC’s brand in Democratic politics — and an acknowledgment that the pro-Israel group is in fact playing a role in the district ahead of next month’s primary election.
Like two other candidates in different Illinois races, Miller has received contributions from a number of AIPAC-affiliated donors. She has also gotten boosts from ads paid for by brand-new local groups that have been accused of being AIPAC shell organizations.
But AIPAC has not endorsed her, and it has not put its name, or that of its affiliated super PAC, United Democracy Project, on any of the ads.
The dustup comes as AIPAC prepares to hold a major convening behind closed doors.
Back in early 2020, nearly 20,000 people attended AIPAC’s policy conference in Washington, D.C. When the group resumed in-person gatherings post-pandemic in 2023, it stuck with much smaller, closed-door affairs.
This week, after several years in which the lobby grew increasingly radioactive, fueled by backlash against the war in Gaza, the only public sign of its conference came from acknowledgement in Israeli media that Prime Minister Benjamin Netanyahu had canceled his plans to attend in person.
An AIPAC source confirmed late Thursday that a conference was taking place Sunday to Tuesday and said it would feature U.S. politicians from both parties as well as Israeli officials, including Netanyahu and opposition leader Yair Lapid, by video. The gathering would focus on “the evolving threats facing Israel; the negotiations with Iran; solidarity with the Iranian people seeking freedom from a brutal regime; continued U.S. security assistance; and expanding joint defense cooperation,” according to the source, who said the conference was meant “to further accelerate the community’s political efforts this election cycle.”
Even before that cycle got underway, AIPAC was looming large. Having targeted progressive politicians like “Squad” members Jamaal Bowman and Cori Bush in 2024, AIPAC drew the ire of many on the left. And its public image has become increasingly scrutinized as it has supported unconditional military aid to Israel throughout its war in Gaza.
This month’s primary in New Jersey’s 11th Congressional District was a coming-out party for AIPAC’s current strategy. There, it spent more than $2 million to attack a progressive Democrat, Tom Malinowski, who had joined dozens of his colleagues in saying he would support conditions on military aid to Israel under certain circumstances. An anti-Israel progressive prevailed.
Now, the group has shifted its energies to Illinois, one of the next states to hold primaries, scheduled for March 17.
The United Democracy Project has so far spent more than $750,000 in support of Chicago City Treasurer Melissa Conyears-Ervin in the 7th Congressional District, according to its federal filings.
Conyears-Ervin, a former state representative, is up against a crowded field that includes state Rep. La Shawn Ford, who said he turned down support from UDP because he would not support unconditional military aid to Israel; Jason Friedman, a longtime Jewish federation leader and real estate developer; and Kina Collins, who protested for a ceasefire in Gaza in November 2023 with anti-Zionist groups Jewish Voice for Peace and IfNotNow.
In three other races, the group has been accused of covertly backing candidates. Former Rep. Melissa Bean, state Sen. Laura Fine and Miller have not been formally endorsed by AIPAC, but have all received contributions from a number of donors who have also given to AIPAC. Fine raised $1.2 million last quarter — $1 million of which came from donors who’ve given to AIPAC-affiliated groups, according to the Washington Post, mostly from outside Illinois. Bean and Miller have reported more than $400,000 and $875,000 in donations from AIPAC donors, respectively.
They’ve also gotten boosts from ads paid for by Elect Chicago Women and Affordable Chicago Now, a pair of new organizations that have been accused of being AIPAC shell organizations. Like the Malinowski attack ads and others from the UDP playbook, the ads did not mention Israel.
The Democratic Majority for Israel PAC, another pro-Israel advocacy group, jumped in on Thursday, endorsing both Bean and Miller.
Fine’s opponents include Kat Abughazaleh, a progressive 26-year-old Palestinian-American who has called for an end to U.S. weapons sales to Israel and accuses Israel of committing genocide; and Daniel Biss, the Jewish mayor of Evanston who is the grandson of Holocaust survivors and supports the Block the Bombs Act that would limit some weapons from being sold to Israel.
One of Bean’s opponents in the 8th district, Junaid Ahmed, spoke against AIPAC at a joint press conference with Biss, plus candidates from the two other races where AIPAC is thought to have been spending. Ahmed’s platform includes ending all military aid to Israel and a right of return for Palestinians.
First elected in 1998, Schakowsky, who is Jewish, was once an AIPAC acolyte herself. Back in 2010, facing a challenger from the right who made Israel an issue in their campaign, she boasted of having a 100% record of voting with AIPAC; the lobby, meanwhile, said that it did not endorse candidates but noted that Schakowsky “has an excellent record on issues important to the pro-Israel community.” Over time, though, she emerged as a senior leader among the pro-Israel progressives, becoming a headliner at conferences of the liberal pro-Israel lobby J Street and protesting against Israeli government actions. She announced last year that she would not run again.
Responding to Schakowsky’s endorsement reversal, Miller did not mention AIPAC. Noting that she and Schakowsky had been friends for decades, she said her campaign would continue to focus on affordability issues.
Schakowsky added that she would continue to endorse Biss, who’s been outspoken against AIPAC amid reports of its involvement in Illinois’ congressional races, to replace her.
Biss responded enthusiastically on Thursday. “Proud to be endorsed by @RepSchakowsky,” he tweeted, “and proud to NOT be endorsed by AIPAC and MAGA donors.”
The post Jan Schakowsky retracts endorsement in a congressional race over candidate’s AIPAC funding appeared first on The Forward.
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Door-to-Door Anti-Israel Boycott Campaigns in Britain Raise Alarm Bells Over Hostile Environment Toward Jews
Protesters from “Palestine Action” demonstrate on the roof of Guardtech Group in Brandon, Suffolk, Britain, July 1, 2025. Photo: REUTERS/Chris Radburn
Across Britain, local Jewish communities are raising alarms bells over pro-Palestinian boycott activists going door-to-door to track residents who refuse to shun Israeli products, fueling an increasingly hostile and intimidating environment for Jews and Israelis.
Earlier this week, South Yorkshire Police, which serves Sheffield and surrounding areas in northern England, opened an investigation following a violent clash in the Woodseats neighborhood, in the southern part of the city, between the anti-Israel activists demanding residents boycott Israeli goods and opponents who called them “Jew hunters.”
Known as Sheffield Apartheid Free Zone (SAFZ), this anti-Israel group has been active for months across neighborhoods in Sheffield and other parts of the United Kingdom.
As part of a broader effort to undermine the Jewish state internationally, the group distributes materials urging boycotts of Israeli products, claiming that “Israel thrives on international support.”
“When we choose not to buy Israeli goods, it hurts them in the most central place – their economy. Boycotts have worked before. They were a powerful factor in ending apartheid in South Africa and together we can replicate that success,” says one of the group’s propaganda materials.
Sparking outrage among local Jewish communities and political leaders, the group reportedly tracks residents’ responses, noting whether they are “no answer, not interested, or supportive.”
Earlier this week, a violent confrontation erupted in the Woodseats neighborhood in northern England after pro-Israel activists who had learned of the group’s activities on social media arrived on the scene.
Jean Hatchet, a local activist, confronted the anti-Israel, pro-Palestinian demonstrators, following them through the streets while shouting “Jew hunters are coming” and waving a sign reading “No tolerance for Jew hatred.”
According to Hatchet’s testimony, one group member snatched the sign from her hands and struck her on the head, prompting her to file a police complaint alleging assault motivated by religion.
In an interview with the Daily Mail, Hatchet claimed the group actively maintains a “blacklist” of anyone who supports Israel.
“They’re taking addresses of people who don’t agree with their point of view,” the pro-Israel activist said. “We have data protection regulations in this country and they’re committing acts that cross the boundaries of what’s permitted.”
Similar door-to-door boycott campaigns have been reported in Bristol and Hackney in England, Cardiff in Wales, and Belfast and Glasgow in Northern Ireland and Scotland.
Last Saturday, pro-Palestinian activists were filmed going door-to-door in Brighton, a coastal city in southern England, asking residents to sign pledges to boycott Israeli products.
Vicky Bogel, founder of the pro-Israel group “Jewish and Proud” in Brighton, denounced the incident after witnessing eight teams of volunteers moving systematically from house to house with clipboards and lists of addresses.
“They found out who has ‘Zionist tendencies’ and who doesn’t and where they live,” Bogel told the Jewish Chronicle. “This is cunning and dangerous activity; we’re talking about an intimidation campaign at another level.”
Peter Kyle, the British trade secretary and a member of Parliament representing Brighton, strongly condemned these latest incidents, calling for police investigations into the groups for potential hate crimes and incitement.
However, Sussex Police, which covers the Brighton area, said that “there is currently no evidence of criminal activity,” while acknowledging that the reports are under review.
The Israeli embassy in London also condemned the incidents, calling them a “disgrace” and warning that such campaigns fuel intimidation and hostility toward Jewish communities across the country.
“Compiling lists of homes and businesses to enforce a boycott of Israeli products is not principled protest, it is intimidation,” the statement read.
“Targeting people and shops because of their Israeli identity echoes some of the darkest chapters of European history,” it continued. “Decent people should call this out, clearly and without hesitation.”
What happened in Brighton and Sheffield was a disgrace. Compiling lists of homes and businesses to enforce a boycott of Israeli products is not principled protest, it is intimidation.
Targeting people and shops because of their Israeli identity echoes some of the darkest… pic.twitter.com/BO7IhidcuW
— Israel in the UK
(@IsraelinUK) February 18, 2026
Earlier this month, the Community Security Trust (CST), a nonprofit charity that advises Britain’s Jewish community on security matters, revealed in an annual report that it recorded 3,700 antisemitic incidents in the UK in 2025, the second-highest total ever in a single calendar year and an increase of 4 percent from the 3,556 in 2024.
Last year averaged 308 antisemitic incidents each month — an exact doubling of the 154 monthly average in the year before the Hamas-led Oct. 7, 2023, invasion of southern Israel.
Antisemitic incidents had fallen from the record high of 4,298 in 2023, which analysts say was fueled by Hamas’s Oct. 7 attack — the biggest single-day massacre of Jews since the Holocaust.
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Two Men Spit, Say ‘Free Palestine’ as They Attempt to Gain Access to Jewish Center in Dallas
Two young men who attempted to gain entry to a Jewish life center in Dallas by claiming to be window cleaners. Photo: Screenshot
Jewish community leaders on Monday denounced an antisemitic incident in which two men trespassed the grounds of the Olami Dallas Center in Texas and demanded entry to the home of its rabbi by claiming to be window cleaners.
According to StandWithUs, the perpetrators rang the doorbell of Rabbi Yaakov Rubin, who refused to let them, in response to which one of the men spat on the property as the other said “Free Palestine.” StandWithUs added that they also said “fake Jews” during their attempt to gain access to the building.
However, after realizing they were caught on camera, one of the perpetrators then yelled: “I love the Jews.”
StandWithUs shared video footage of the incident.
“There’s much brazenness required to walk up to a house, in an attempt to intimidate a Jewish Life center, and its host family, ring the doorbell, and say, ‘Free Palestine,’” Rubin said in a statement included in a press release StandWithUs issued following the incident. “This requires us to be that much bolder and proud of our Jewishness and Israel, through open pride, a strong sense of identity and nurturing our mission from G-d. We don’t run, won’t hide, we will be a light to the world.”
The incident at the Olami center comes amid a period of anti-Jewish violence in the US that is unprecedented in the country’s history. Since the Hamas-led Oct. 7, 2023, massacre across southern Israel, Jews have been murdered on the streets of Washington D.C., firebombed in Colorado with Molotov cocktails, and gang assaulted. In a recent incident just last month, a young man apparently radicalized by the far right set the Beth Israel Congregation on fire over its “Jewish ties,” a catastrophic event which has shut down the Jewish house of worship for the foreseeable future. Another arsonist struck the San Francisco Hillel building in December.
In Monday’s press release, Jordan Cope, director for policy and education at StandWithUs, said this latest incident is a reminder of the degree to which antisemitism is coupled with anti-Zionism.
“The youth’s mention of ‘fake Jews’ before his subsequent ‘free Palestine’ assertion followed by his ‘I love the Jews’ comments, is a clear reminder of how bigots all too often disingenuously disguise their antisemitism as a matter of Middle Eastern politics,” Cope said. “Efforts to intimidate the Jewish people into abandoning their pride of their indigenous homeless ultimately seek to intimidate Jews into silence and submission at a time where antisemitism continues to run rife throughout the West.”
He added, “Antisemitism is an age-old hatred. Anti-Israel sentiment is its newest spear.”
For several consecutive years, antisemitism in the US has surged to break “all previous annual records,” according to a series of reports issued by the ADL since it began recording data on antisemitic incidents.
The FBI disclosed similar numbers, showing that even as hate crimes across the US decreased overall, those perpetrated against Jews increased by 5.8 percent in 2024 to 1,938, the largest total recorded in over 30 years of the FBI’s counting them. Jewish American groups have noted that this rise in antisemitic hate crimes, which included 178 assaults, is being experienced by a demographic group which constitutes just 2 percent of the US population.
The wave of hatred has changed how American Jews perceive their status in America.
According to the results of a new survey commissioned by the Anti-Defamation League (ADL) and the Jewish Federations of North America, a majority of American Jews now consider antisemitism to be a normal and endemic aspect of life in the US.
A striking 57 percent reported believing “that antisemitism is now a normal Jewish experience,” the organizations disclosed, while 55 percent said they have personally witnessed or been subjected to antisemitic hatred, including physical assaults, threats, and harassment, in the past year.
The survey results revealed other disturbing trends: Jewish victims are internalizing their experiences, as 74 percent did not report what happened to them to “any institution or organization”; Jewish youth are bearing the brunt of antisemitism, having faced communications which aim to exclude Jews or delegitimize their concerns about rising hate; roughly a third of survey respondents show symptoms of anxiety; and the cultural climate has fostered a sense in the Jewish community that the non-Jewish community would not act as a moral guardrail against violence and threats.
Follow Dion J. Pierre @DionJPierre.