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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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For the Jews of Venice, an uneasy history of scapegoating and grudging tolerance
The First Ghetto: Venice and the Origins of Modern Antisemitism
By Alexander Lee
Basic Books, 432 pages, $34
When one thinks of Venice and the Jews, the first figure that probably comes to mind is Shylock, literary history’s famous Jewish villain, a moneylender who demands a “pound of flesh” from the titular character in Shakespeare’s The Merchant of Venice.
In Alexander Lee’s new book, The First Ghetto: Venice and the Origins of Modern Antisemitism, Shylock is mentioned just twice, both times in the introduction, but his ghost hovers over the pages of the book. Much of Lee’s historical account of Jewish life in Venice is devoted to Jewish moneylenders, and the key role they played in keeping Venice’s economy afloat.
The First Ghetto centers on the uneasy and guarded relationship that the Venetian government and its Christian people — first as the Venetian Republic and later as part of the Italian nation — always had with its Jewish population. According to Lee’s account, Venice didn’t want the Jews, but it needed them, largely for their ability to provide credit.
As he tracks the rise and fall of the Venetian Ghetto across more than six centuries, from Venice’s first Jewish visitor in 1315 through the fateful deportation of its Jewish citizens in the Holocaust, Lee’s focus is so narrowly limited to the fluctuations of finance that he very nearly makes the word “Jew” synonymous with “moneylender” or “pawnbroker.”

That’s a pity, because readers can be left with the impression that the primary role Jews played in the life of the city nicknamed “La Serenissima” — the most serene place — was financial.
“More than once, the Ghetto’s Jews helped keep the Venetian economy from collapse,” writes Lee, an Italian Renaissance scholar at the University of Warwick who has previously published four books, including Machiavelli: His Life and Times. “They founded no fewer than eight glittering synagogues, each a masterpiece of its kind, founded innumerable charities, and administered their own affairs with democratic probity.”
There is, of course, validity to the argument that the Venetian brand of capitalism that emerged in the late Middle Ages and sustained the city through the 20th century was reliant on Jewish labor. Since the mid-12th century, the Catholic Church had prohibited usury, loans offered with interest. But this rule only applied to Christians lending to Christians. They could, however, take out interest-bearing loans from Jewish moneylenders, who were permitted to lend and borrow without, apparently, incurring sin.
The precarious arrangement proved, over time, to be mutually beneficial for the Venetians and the Jews. As long as they were supporting the city’s financial needs, Jews were tolerated — even as they were isolated, overtaxed and frequently attacked. When the Venetians had less of a need for Jewish resources, cruelty against them spiked. They were blamed for most of the city’s woes, including the Black Death, the loss of wars, and various forms of spiritual corruption.
Even if Jews’ contributions were valued by some, the majority of Venice’s Christians “still harbored a horror of moneylending in Venice itself — and almost all regarded Jews with unconcealed hostility,” Lee writes. To balance this necessity against their antipathy, Jews were permitted to live in Venice, as long as they remained apart. Thus the Venice Ghetto was born.
Beginning in 1516, they were segregated to an island of their own on the dilapidated site of a former municipal cannon foundry, Ghetto Nuovo, surrounded by high walls and an iron gate. They were constrained in cramped conditions, and allowed to associate with Christian residents only for business purposes, in daytime. They were marked as outsiders wherever they traveled within the city by a yellow circular patch on their clothing, and an oddly shaped yellow hat.
“The Ghetto was simply the easiest way of allowing Jewish loans to keep flowing,” writes Lee, “while keeping the spiritual ‘risks’ [of associating with Jews] to a minimum.”
Although Jews had been segregated and harassed in other settings for centuries, Venice’s Ghetto was a precursor of the many Jewish ghettos that would later be created throughout Europe. The word ghetto, borrowed from Venice, later “shed its purely Jewish connotations,” Lee writes, and became “shorthand for vulnerability, poverty and powerlessness,” in the living conditions of any minority group.
The first 150 pages of The First Ghetto track the vicissitudes of the explotive financial partnership between Venice and its largely captive population of a couple thousand Jewish residents. The periods of time when Jewish life could be conducted with some sense of security and ease were offset by periods of blame, harassment, and threats of expulsion. But, as Lee argues, the story of Venice’s Jews is one of resilience and survival.
Shakespeare penned The Merchant of Venice between 1596 and 1598, in a period that Lee describes as the Ghetto’s “Golden Age, 1589-1630.” Yet precisely why the character of Shylock emerged in England in this period or how the play related to the true conditions of moneylending and commerce are unfortunately never discussed.
Culture and humanity are strikingly absent from Lee’s account of the history of the Venice Ghetto. Lee notes that the inhabitants of the Ghetto were “poets and scientists, musicians and philosophers; they put on plays and held festivals; and they transformed Venice into the greatest center for Hebrew printing in the world.”
But, apart from a detailed account of the genesis of the book trade, Lee offers little description of these poets and scientists or philosophers, nor does he provide much insight into the daily life experienced in the Venice Ghetto. I yearned for a more vivid sense of how the Ghetto’s people passed their time, what they ate, how they socialized or practiced religious observance — and how they responded to the discrimination they faced.
The book’s subtitle, Venice and the Origins of Modern Antisemitism, suggests that Lee might dive into the genesis of antisemitic tropes or ideas — why did Christian Venetians believe that Jews ate babies, for example? — but this kind of analysis isn’t provided. Instead, Lee seems to regard antisemitism as a given, a force of nature that merely fluctuates depending on the conditions of the time.
“By 1630,” writes Lee, “Venice was the best place in the world to be a Jew.” And, “Anyone could see that the Ghetto was indispensable to Venice.” The bright moment didn’t last long, however, as that same year, the city was hit by a plague that took about a third of its population. Because they were still relatively isolated, the Jewish community lost only about 15% of its residents, but the larger city’s “glory days were now numbered,” Lee writes. “There would be no recovery — only a gradual slide into irrelevance.”
In 1797, Napoleon Bonaparte marched into Venice and forced its leaders to abdicate, effectively ending the Venetian Republic, and declared all its residents equal. The walls of Venice’s Ghetto were finally torn down; its gates were carried to the town square, smashed to bits, and burned. A member of the national guard, Raffaele Vivante, jumped up and gave a speech. “Here you have toppled the terrible doors which held our Nation as if locked up in a prison,” he cried, and then, as Lee writes, “The dancing went on till dawn.”
In the 1930s and 40s, under Mussolini’s fascist reign, the Venetians’ long-simmering hatred of its Jews rose to a boil. As the Jewish community was still small and somewhat contained, in spite of early 20th-century integration, it was easy to identify and decimate. The emptying of the Ghetto, handled here in about ten pages, resulted in the removal of around 2,100 people in 1943 and 1944, of whom hundreds were murdered.
In the 21st century, while the waves of antisemitism have once again crested, the notion that to be Jewish is to be linked to moneylending, banking, and usury has, sadly, gained new currency. Although this is not the only issue Lee touches upon, I wondered while reading the book if it was truly useful to hammer home this connection once again.
As I read Lee’s history, waiting for a better sense of the dimensions of humanity in the Ghetto, a line from the Merchant of Venice kept popping into my mind: “If you prick us, do we not bleed?” I would have liked to have seen a slightly more sanguine touch on these pages.
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British Museum postpones a Jewish Culture Month lecture, citing ‘disruption’ concerns
(JTA) — The British Museum has canceled a lecture titled ‘‘Ancient Israel and Judah” that was scheduled to take place today on its premises.
In a statement on Wednesday, the museum said the decision was made because it was informed in recent days that “a significant proportion of registered attendees were individuals intending to deliberately disrupt the event.”
The event was supposed to be jointly led by members of the museum’s senior curatorial team alongside organizers from Jewish Culture Month, with the lecture presented by Dr. Paul Collins, the museum’s Keeper of the Department of the Middle East.
Jewish Culture Month is the first event of its kind in the United Kingdom, organized by the Board of Deputies of British Jews. The festivities opened on May 15 and run through June 16, and include more than 100 events celebrating Jewish heritage, creativity and culture across the U.K.
Major British institutions including the British Library, Tate Modern, Victoria and Albert Museum and the BBC are participating.
The British Museum said it was only postponing and not canceling the event, stating the decision was a joint one “made following conversations with organisers and security partners.” The museum added that the decision was made “to protect the event — not diminish it.”
British Museum Assistant Press Officer Lucy McDonald told JTA that the museum could not comment on “operational or security arrangements” and referred to the statement saying that the event would be rescheduled “to a later date when it can take place in an environment that properly safeguards both the audience experience and the integrity of the programme itself.”
The Board of Deputies of British Jews responded with a statement saying, “It is highly regrettable that individuals have sought to deliberately disrupt a Jewish Culture Month event celebrating Jewish cultural heritage at the British Museum.” A spokesperson for the Board told JTA they could not comment further.
At the launch earlier this month, Board of Deputies Acting President Adrian Cohen said the events were designed for Jewish and non-Jewish community members alike because “British Jewish culture is not something that exists in isolation.”
Board of Deputies Director of Culture, Education and Communities Liat Rosenthal added, “Jewish culture has never been something sealed behind glass. It is a living culture. An argumentative culture. A hospitable culture. A culture of memory and reinvention. Of stories carried across borders and generations, then remade anew.”
The museum’s postponement of the event is a blow to London’s Jewish community, which has weathered rising antisemitic incidents since the Oct. 7, 2023, Hamas attack on Israel.
Shimon Cohen, the campaign director for Shechita UK, an organization that advocates for the Jewish ritual of kosher animal slaughter, told JTA in a statement, “Why has our country descended into mob rule? Why are we signaling that intimidation, vitriolic abuse, and violence against Jews works?”
“The British Museum can ‘celebrate the contribution of our communities’ except the Jewish community,” said Cohen. “Instead, their message is clear: let them cower, be cancelled, and be exposed, through the cowardice of our passivity, to ever more hatred, and why? Simply because Jews don’t count!”
This article originally appeared on JTA.org.
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In Miami, rekindling the Black-Jewish alliance that Clarence Jones insisted never died
The day before the March on Washington in 1963, a man who embodied much of what that civil rights action was all about left this world. The march went on, and changed history, in dedication to the life and work of W. E. B. Du Bois. During it, the NAACP’s Roy Wilkins told the crowd, of Du Bois, that “his was the voice that was calling to you to gather here today in this cause.”
A similar scenario is unfolding in Miami today with the start of a major convening of groups committed to the Black-Jewish alliance. It comes in the shadow of the death of Clarence B. Jones, a lawyer and speechwriter for Martin Luther King, Jr., who embodied that alliance and its cause for much of his life. He died last Friday at 95.
Chairman emeritus of the Black-Jewish alliance group Spill the Honey, and long cemented in history as the legal mind behind King’s protest strategies who also contributed passages to the “I Have a Dream” speech, Jones would vociferously argue that despite endless fissures, the alliance never ended.
That is a position I too have long maintained, particularly because a major part of the alliance is acknowledging the existence and power of Black Jews. As I and so many others tirelessly repeat, the two groups are not mutually exclusive. It’s a misnomer to say “Blacks” and “Jews” when each group overlaps with the other.
And if the alliance did die sometime during the last 30 or 40 years, did my existence and that of every other Black Jew not get the memo?
Our reality hasn’t stopped others from restarting the alliance with all the patentability of reinventing the wheel. I’ve lost count over the years of how many times a new Blacks-and-Jews group — again, usually ignoring Black Jews — would form as if it alone had the answer to whatever discord was then going on, from disputes over affirmative action after the Supreme Court’s 1978 Bakke decision to the latest over Israel’s horrific actions in Gaza and Lebanon.
That led me and Bruce Haynes, author of The Soul of Judaism and an African American professor who recently discovered his Jewish ancestry, to wonder last February if it was time to form an umbrella organization for all the organizations so dedicated.
While we discussed it, others were mobilizing.
An influential — and funded — group was already working on exactly that, calling for the National Convening of the Black-Jewish Alliance in Miami this week. Organizers include the Redstone Family Foundation and the EXODUS Leadership Forum, founded by CNN commentator Van Jones.
At 95, Clarence Jones would not have made the trip. But Spill The Honey, the organization he recently chaired and for which Haynes and I both serve as board members, is also among coalition partners.
Nearly 100 Black, Jewish, and Black Jewish leaders (this time, we’re being heard) will gather in what will be a show of unity merely in all of us being together, even if we don’t agree on everything. No coalition does, and those that do succeed (think of the not-always-comfortable bedfellows of the civil rights and labor groups that pulled off the March On Washington) do so despite their differences. What’s important is that we’ll be in the room together.
Will it work? Who knows. The alliance has always been rocky, even if it has also always survived.
And don’t count Clarence Jones out yet. His spirit will definitely be with us, which he foreshadowed in a conversation we had in the Forward three years ago.
“When I die, I’m coming back Jewish,” he said.
“But still Black?” I asked.
“Absolutely!”
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