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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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Poland returns 91 Jewish objects to Greece, decades after they were stolen by the Nazis
(JTA) — A trove of sacred Jewish objects from Greece that was stolen by the Nazis and displaced for decades in Poland is finally heading back home.
Poland returned 91 religious and ceremonial artifacts to the Greek government at a ceremony in Warsaw on Wednesday. Among them were Torah scrolls, a Torah mantle and silver finials that adorned a scroll’s wooden rollers — fragments of a rich Greek Jewish heritage that was nearly wiped out.
This marks the first time Poland has repatriated cultural property held under its care that was illegally taken from another country.
The Nazis stole the objects from synagogues in Thessaloniki, a port city once known as the “Jerusalem of the Balkans.” Jews made up half of Thessaloniki’s residents in 1919. Some 59,000 Greek Jews, over 83% of the country’s Jewish population, were killed in the Holocaust.
These items were seized by the Einsatzstab Reichsleiter Rosenberg, a Nazi agency dedicated to looting Jewish valuables, as it plundered homes, synagogues, cemeteries and cultural institutions across Greece in 1941. The objects were transferred to Nazi depots in southwestern Poland and rediscovered at a castle in Bożków after the war. In 1951, the Polish Ministry of Culture moved them to the Jewish Historical Institute in Warsaw, where they remained until now.
This return follows years of advocacy and provenance research. The Greek government formally requested the collection’s restitution in 2024, and the World Jewish Restitution Organization coordinated with Greek and Polish authorities to facilitate it. Now, the objects are headed to the Jewish Museum of Greece in Athens.
About 5,000 Jews live in Greece today.
Poland is the only member of the European Union with no comprehensive legislation to address the restitution of property seized by the Nazis and later nationalized by the communist regime. Since the country became a democracy in 1989, several bills have been proposed to return private property to Holocaust survivors and their descendants, but none became law.
In 2021, Poland passed a law that prevented people who sought to claim property from challenging administrative decisions more than 30 years old. This time limit made it virtually impossible for former owners, including Holocaust survivors and their descendants, to recover properties that were appropriated during the communist era.
In a statement, WRJO president Gideon Taylor and COO Mark Weitzman said the return of the Greek Jewish collection represented a milestone in international cooperation for Holocaust-era restitution.
“While Poland has broader restitution issues to address, we hope this historic act marks the beginning of a consistent, systematic approach to historical justice,” they said.
The post Poland returns 91 Jewish objects to Greece, decades after they were stolen by the Nazis appeared first on The Forward.
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Israel shoots down Iranian fighter jet; Iranian drone targets Turkey as war enters 5th day
(JTA) — Two unprecedented developments took place in the U.S.-Israel war against Iran on Wednesday, as fighting entered its fifth day.
First, Israel said its forces had shot down an Iranian plane over Iranian territory, in the first-ever direct combat between the two nations.
Second, Turkey says an Iranian drone headed toward its airspace was shot down by NATO’s missile defense system, marking the first apparent attack on a NATO country other than the United States.
In an apparent effort to ignite Arab and Muslim countries against Israel, Iran has struck even countries that historically have shared elements of its opposition to Israel, including in Qatar, which has housed Hamas leaders, and Turkey, which cut off trade with Israel as it sided with the Palestinians in the war in Gaza. It has also struck Oman, which was brokering negotiations between Iran and the United States until hours before the war began.
“They were actually acting in a way that would have benefited Iran. Despite this, Iran’s bombing of Oman as a mediator, Qatar, Kuwait, Bahrain, Saudi Arabia, the United Arab Emirates, Jordan — all of these places without making any distinction — is, in my view, an incredibly wrong strategy,” the Turkish foreign minister, Hakan Fidan, said on Tuesday.
The developments come as Israelis continue to experience intermittent sirens warning them of incoming missiles — including, on Wednesday, at the same time from Iran and its proxy in Lebanon, Hezbollah. Two people were injured in a strike in central Israel on Wednesday.
Iran has said it plans to name a successor imminently to its supreme leader, Ayatollah Ali Khamenei, whom Israel assassinated on Saturday. His son is reportedly a top contender, a signal that that hard-line forces that survive in the government are prevailing. President Donald Trump, meanwhile, indicated that airstrikes had killed some of the leaders the United States thought could take over and also pooh-poohed support inside Iran for Reza Pahlavi, the son of the king deposed in the 1979 Islamic Revolution who has sought to return. Many Iranian Jews who fled at the time of the revolution have backed Pahlavi.
Both Israeli and U.S. officials say the war is advancing faster than they expected though that they cannot put a timeline on its completion. But Secretary of Defense Pete Hegseth dismissed reports that Iran might be parceling out its missiles judiciously in an effort to ride out the U.S.-Israeli barrage and emerge with an arsenal intact.
“Iran cannot outlast us,” Hegseth during a press briefing on Wednesday morning in Washington, D.C.
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Tensions in Israel loom large in these Oscar-nominated shorts
Despite a ceasefire between Israel and Hamas, two Oscar-nominated short films show that the deep division that the war sowed in Israeli society will take a long time to mend.
Butcher’s Stain, a nominee for Best Live Action Short Film, is the debut of Israeli director Meyer Levinson-Blount, who based it on an experience he had working at a supermarket. Samir, a Palestinian employee at an Israeli grocery store, is accused of tearing down hostage flyers in the breakroom. A single dad who can’t afford to lose his job, he sets out to find the real culprit, only to find himself betrayed by his Israeli friends.
The 36-minute documentary Children No More: “Were and Are Gone,” directed by Israeli filmmaker Hilla Medalia, follows a group of Israeli activists who silently protest the war by going to public spaces and holding photos of Palestinian children killed by the Israel Defense Forces. At the beach and on the street, they are yelled at and physically threatened by passersby who call their acknowledgement of Palestinian death an endorsement of Hamas.
Neither movie particularly stands out in its style or structure as something revolutionary. However they both capture how difficult — and sometimes impossible — it has been to have civil discourse since Oct. 7. People are quick to make assumptions about others’ motivations for sympathizing with either or both sides. Friendships fall apart. Blanket statements alienate people from one another.
The shorts also demonstrate how emotionally charged images have been during the conflict. Both the Israeli hostage posters and the Palestinian flyers showcase the victims’ humanity, hoping viewers will empathize with the subjects regardless of their politics.
But protesters across the world have called the hostage posters Zionist propaganda and tearing them down has been likened by some to a form of anti-colonial resistance. In Children No More, some Israelis respond to the faces of dead Palestinians with the middle finger. In Butcher’s Stain, Samir is accused of supporting terrorism because he posted about children dying in Gaza on social media. To recognize the humanity of someone you may not agree with has become a politically incorrect act.
Reactions to the shorts have further demonstrated the polarizing climate they capture. Israeli culture minister Miki Zohar lambasted both films as being “against Israel,” saying they “amplify our enemies’ narratives.” When I watched Butcher’s Stain at the IFC Theater in New York, the woman two seats down from me became visibly agitated, her knee bouncing up and down as she scoffed disapprovingly before loudly whispering to her partner that the “fucking film” was “antisemitic” for portraying the Israeli employees as bigoted.
There were similar reactions when the Israeli-Palestinian documentary No Other Land won best documentary last year. The film about Israeli forces destroying the Palestinian village of Masafer Yatta was accused of being anti-Israel propaganda. Conservative commentator John Podheretz congratulated “Hamas for its Oscar win” on social media.
Clearly, the Academy was not swayed by last year’s critics to back away from films about Palestinian suffering. In fact, Butcher’s Stain’s selection feels pointed, as it’s the only political drama among the five live action short competitors this year (compared to last year’s lineup that included films about poaching, immigration, child labor, and the Bosnian War). Another Oscar nominee is The Voice of Hind Rajab, a dramatization of Palestinian emergency workers efforts to save the titular five-year old, up for best international feature.
Regardless of whether or not the shorts take home trophies on March 15, they leave audiences with pressing questions about the future now that there is a ceasefire: Can people with different views — in Israel and elsewhere — learn to talk to each other again? Will images of human suffering always be seen as political propaganda? And will Israeli society ever be able to move on?
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