Uncategorized
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.”
—
The post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.
Uncategorized
For a few terrifying minutes, Israelis were heroes again
For a few terrifying minutes aboard a Flydubai flight bound for Tel Aviv on Wednesday, a group of Israeli passengers found themselves with a problem that was considerably more immediate than the usual arguments about Israel. Someone in the cockpit had become violent, the airplane was descending rapidly and the people aboard had to figure out what to do. They did.
According to the emerging account, Israeli passengers helped overpower the attacker and restrain him, while pilots traveling as passengers assisted in getting the aircraft safely onto the ground in Saudi Arabia. Other passengers provided medical assistance. A flight that could have ended in catastrophe instead became one of those extraordinary stories in which ordinary people discover that the few seconds available for a decision are the only seconds that matter.
There is something refreshing about the simplicity of the story. The passengers were confronted with a danger that required immediate action, and some of them acted. Israelis watching the story unfold saw a familiar national trait emerge in circumstances where slogans had very little use.
Former Israeli spokesman Eylon Levy captured the comic quality of it perfectly. “Overall, the probability that a plane full of Israelis will contain a trained assault team, two additional pilots, and, statistically, at least one cardiac surgeon, psychologist, lawyer, and diamond dealer is substantially higher than 50%.”
The joke survives the caution that is always needed with stereotypes because anyone who has spent time around Israelis recognizes the type. Put 180 Israelis in a metal tube in the skies and you have a statistically improbable concentration of people who have served in the military, flown aircraft, treated patients, run companies, handled emergencies, argued with authority and developed the conviction that whatever has gone wrong can probably be fixed if everyone stops panicking and starts doing something.
For Israelis, that quality has long been part of the national mythology. The country was built around the idea that its people would have to improvise their way through circumstances that seemed to offer very little room for error. The mythology produced its own cliches: the engineer who can repair anything, the doctor who appears when somebody needs one, the stranger who immediately assumes responsibility because waiting for an official response seems inefficient.
In the military, it is the officer who shouts “after me” – aharai! – rather than leading from behind.
This is the Israel that was admired after the 1967 Six Day War – or for the 1977 commando raid on Entebbe Airport that rescued over 100 hostages held by pro-Palestinian hijackers.
Sadly, much of the world has encountered a very different Israeli stereotype in recent years. Israelis have increasingly become symbols in arguments about war, occupation, nationalism and international law. Israel itself has become increasingly isolated, and Israelis have experienced insults and worse while traveling abroad.
October 7 added another layer to the picture. The country that had spent decades cultivating an image of military competence suddenly had to confront an astonishing failure of intelligence and security. The image of the Israeli who always knows what to do became harder to sustain when the country itself had been caught so badly unprepared.
And Israel has been widely and wildly vilified around the world – by the far left, by the far right, by antisemites of every stripe and activists who have made Zionism a dirty word and have turned Israel into an avatar for everything that is wrong in the world.
Then came the FlyDubai flight.
The flight’s landing in Israel was top news all over the world. CNN reported the event as a miraculous act of heroism. Even The Guardian, not known for its pro-Israel coverage of late, gushed about the “daring rescue.”
That may explain why Prime Minister Benjamin Netanyahu moved so quickly to meet the returning passengers. Whatever one thinks of Netanyahu’s politics, his instincts for symbolism are unusually sharp. For a man far behind in the polls ahead of Oct. 27, it was a godsend. He understood the importance of attaching himself to bravery.
There is an old Israeli sensibility that can be difficult to explain to people who have never lived there. It combines self-confidence with improvisation, anxiety with humor and a stoicism before dire circumstances.
The Flydubai passengers offered a particularly vivid demonstration of that quality.
But there is a larger lesson here, although it is a modest one. Countries become caricatures when their people are reduced to the arguments surrounding them. Israelis have been seen increasingly through the prism of the Israeli-Palestinian conflict, and sometimes through the actions of the government that happens to represent them. A plane full of passengers offers a different perspective.
They were scared. They were ordinary. They were resourceful. Some of them were brave. And the world was reminded of another side of Israel.
The post For a few terrifying minutes, Israelis were heroes again appeared first on The Forward.
Uncategorized
Ohio GOP gubernatorial nominee appeared at church whose pastor called modern Judaism ‘fake’
Vivek Ramaswamy, the Republican nominee for governor of Ohio, campaigned twice at a church whose pastor compared COVID-era restrictions to Nazi Germany and whose members took part in a protest outside the home of a Jewish state lawmaker who described it as an antisemitic act of intimidation.
Ramaswamy, 41, is running against Amy Acton, a Jewish Democrat who faced antisemitic attacks and Nazi comparisons while serving as Ohio’s health director during the COVID-19 pandemic.
The Republican candidate most recently appeared on May 21 for a campaign event at Liberty Valley Church in Northfield, which describes itself as a “Bible-Believing Non Denominational Patriotic Church,” for a discussion about “The Future of Religious Liberty.” Ramaswamy appeared alongside the church’s pastor, the Rev. Jeff Tauring, who has preached there for more than two decades, according to the church’s website.
The church drew attention in 2021 after several members showed up outside the home of Casey Weinstein, a Democratic state representative who is Jewish, during protests over the coronavirus restrictions. Weinstein described it as a “show of force” intended to intimidate him and said the explicitly Christian messages — including a “kneel before the cross” banner and a call to “make Casey Weinstein be better” — directed at the home of a Jewish lawmaker made the demonstration antisemitic
Tauring, in an interview with the Cleveland Jewish News at the time, denied that the demonstration was antisemitic or intended to intimidate Weinstein, saying his church supported Jews and Israel. But he added that it was an obligation of his congregation to speak out, likening the vaccine mandates and other government health policies to the policies of the Nazi regime that preceded the Holocaust. “We feel like if somebody would have stood up for the Jews earlier, and it should have been the church, if they would have done that earlier,” he said, “I’m not sure if the catastrophe would have happened.”
Earlier this year during a sermon, Tauring described the modern practice of Judaism as “fake” and called Israeli Prime Minister Benjamin Netanyahu a ”wicked person” because “he doesn’t believe in Jesus Christ and he should.”
At the Ramaswamy event in May, Josh Mandel, a Jewish ally of the pastor who campaigned on “Judeo-Christian values” during his failed Senate bid against JD Vance in 2022, told the audience that Ramaswamy would govern according to the values practiced inside the church.
“I know Vivek. He’s not just going to campaign in churches once he’s governor; he’s going to keep coming back,” Mandel said, according to a recording of the event obtained by the Forward. “And he’s going to govern based on what is worshiped right here in this church.”
Ramaswamy also appeared at the church last December.
In an interview on Wednesday at the campaign’s request, Mandel said he organized the event at the church and described the pastor and Ramaswamy as great friends of the Jewish people.
He wasn’t familiar with the pastor’s past remarks and didn’t address them when the Forward shared them.
Mandel shared a clip of Ramaswamy answering a question at the event about antisemitism, in which he called it a “cancer” in society and said it must be confronted on both the left and by “some people who claim to be on the right.”
“I think that a society that turns towards blaming a successful group of people in our country and in many other cultures in our history is a society that actually is allergic to success,” Ramaswamy said at the town hall. “And a society that is allergic to success, a real victim of that is not just the Jewish people — who are the recipients of that hatred. The real victim is the entire society itself, because it is a cancer that will eat that nation from within.”
Ramaswamy’s complicated record with Jewish voters
Ramaswamy, a biotech entrepreneur who has never served in public office, has had his own complicated relationship with Jewish voters and has taken controversial positions on Israel.
During his 2024 presidential campaign, Ramaswamy broke with much of the Republican field by proposing that the United States eventually phase out its annual $3.8 million military assistance to Israel after the current agreement expired in 2028. He later softened that position, telling the Forward that aid should end only when Israel was strong and secure enough that it no longer needed American assistance.
Aligned with the “America First” worldview, Ramaswamy developed close relationships with figures like Tucker Carlson, the former Fox News host who has promoted antisemitic tropes and conspiracy theories, associated with white nationalists, and called for stripping citizenship from Americans who served in the Israeli army. Ramaswamy was reportedly on a shortlist to become secretary of state in Donald Trump’s second administration, supported by Donald Trump Jr., tech billionaire Elon Musk and Carlson.
Ramaswamy, a Hindu who was a member of Shabtai, a Jewish leadership society at Yale founded in 1996 as an alternative to the “secret societies” at the university, also faced criticism from Jewish groups for appearing on a podcast hosted by Albert Faleski, known online as An0maly, who had promoted antisemitic stereotypes and conspiracy theories. Ramaswamy told the Forward at the time that he had not known about the host’s statements before appearing on the show and argued that speaking with someone did not amount to endorsing that person’s views.
Jewish conservatives and Republican officials have spent much of the past year publicly confronting antisemitism within parts of the MAGA movement, particularly the growing influence of Carlson, Nick Fuentes and other online personalities who attack Israel and traffic in antisemitic conspiracy theories. An increasingly vocal faction on the far right has made Christian nationalism and antisemitism central to its politics.
Acton’s experience with antisemitism
The tension is particularly relevant in Ohio, where Ramaswamy is running against a Jewish Democrat who has spoken openly about her faith and has faced antisemitic attacks. If elected, Acton would become Ohio’s first Jewish governor.
While serving as Ohio’s health director during the COVID-19 pandemic, Acton became a target of antisemitic abuse and Nazi comparisons as she enforced the state’s public health restrictions.
Earlier this month, an armed man lunged toward Acton while she was speaking at a campaign event. The suspect, Partick Havas, was charged with assault, disorderly conduct and inducing panic. Authorities did not specify whether they believed the incident was motivated by antisemitism. Ramaswamy’s campaign condemned the episode, calling political violence “completely unacceptable.”
While the state has been governed by a Republican since 2021 and has been leaning GOP in recent elections, recent polls show Acton expanding her lead over Ramaswamy.
The post Ohio GOP gubernatorial nominee appeared at church whose pastor called modern Judaism ‘fake’ appeared first on The Forward.
Uncategorized
What is flydubai and will it continue to link Israel and the Emirates?
(JTA) — TEL AVIV – The apparent hijacking attempt aboard flydubai Flight 1073 has put a spotlight on the Emirati airline, which has become a main air link connecting Israelis to the rest of the world.
The incident could also test the relationship between Israel and one of the airlines that has come to symbolize the ties forged by the 2020 Abraham Accords, in which the United Arab Emirates was one of a small number of Arab countries that recognized Israel.
Flydubai, a Dubai government-owned airline, began operating in 2009 and launched regular flights to Israel in 2020, shortly after the UAE and Israel established diplomatic relations.
When war broke out in Israel in October 2023, many foreign airlines suspended flights to the country for extended periods. Flydubai and other UAE airlines continued operating flights to and from Israel through much of the conflict, providing an important connection for Israelis seeking to travel abroad at a time when international air service to the country was severely reduced.
The airline has also become an important hub for Israelis traveling beyond the UAE itself. Through Dubai, passengers can connect to destinations across Asia, Africa and other regions. The airline operates dozens of flights between Tel Aviv and Dubai each week.
According to Ben Gurion Airport data for August, flydubai carried roughly 90,000 passengers during the month. Since the beginning of 2026, more than 420,000 passengers have flown with the airline to or from Ben Gurion, accounting for roughly 4% of the airport’s international passenger traffic and placing it third among international airlines operating at the airport by passenger volume.
The incident aboard Flight 1073 could now put that relationship under scrutiny.
Israel’s Transportation Minister Miri Regev has reportedly asked Prime Minister Benjamin Netanyahu to immediately suspend flydubai flights to Israel until the circumstances of Wednesday’s incident are clarified, according to Israeli news outlet Ynet.
Regev said flydubai had violated the countries’ aviation agreement, which she described as requiring pilots operating flights to Israel to be citizens of countries with which Israel maintains diplomatic relations. Israeli and international media have reported that the co-pilot who instigated the incident was an Omani national.
Former Israeli Ambassador to the UAE Amir Hayek pushed back against calls to suspend the flights, however. In a post on X, Hayek wrote that flydubai and Etihad were the only two airlines in the world that continued flying to Israel “even during the most difficult times,” and argued that the UAE and the airline should be allowed to fully investigate what happened rather than face action based on speculation.
“I trust them,” he wrote.
The episode comes as Flydubai continues to expand its global network. The airline said this month that it was operating an average of 2,200 flights a week and serving more than 125 destinations in 56 countries. Its partnership with the major airline Emirates gives passengers access to a combined network of more than 214 unique destinations in more than 100 countries, with more than 4,600 possible connections through Dubai.
This article originally appeared on JTA.org.
The post What is flydubai and will it continue to link Israel and the Emirates? appeared first on The Forward.
