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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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Prominent NYC rabbi urges congregants to vote against Zohran Mamdani in Shabbat sermon
(JTA) — This piece first ran as part of The Countdown, JTA’s daily newsletter rounding up all the developments in the New York City mayor’s race. Sign up here to get it in your inbox. There are 15 days to the election.
🗣 Rabbis speak out
- Two leading New York rabbis are using their pulpits to condemn Zohran Mamdani as he holds onto a commanding lead in the last weeks of the race.
- Rabbi Elliot Cosgrove, who heads the Conservative Park Avenue Synagogue on the Upper East Side, decried the frontrunner in a speech to his congregation on Shabbat. “I believe Zohran Mamdani poses a danger to the security of the New York Jewish community,” he said, citing Mamdani’s views of Israel and Zionism.
- Cosgrove also urged his congregants to convince their Jewish friends and family to vote against Mamdani. He said Jewish New Yorkers should “prioritize their Jewish selves” by voting based on their connection to Israel, rather than local issues such as affordability.
- “As Jews, ahavat Israel — love of Israel — does take precedence over other loves,” said Cosgrove.
- Reform Rabbi Ammiel Hirsch, who leads the Stephen Wise Free Synagogue on the Upper West Side, addressed Mamdani in his own video that was shared with his congregation days earlier.
- Hirsch said Mamdani’s “ideological commitments” against Israel served to “delegitimize the Jewish community and encourage and exacerbate hostility towards Judaism and Jews.” He told Mamdani, “I urge you to reconsider your long-held views of Israel’s right to exist.”
- Hirsch also said, “Most Jews are deeply offended by your ongoing accusations of Israeli genocide.” Four in 10 American Jews said they believed Israel was committing genocide in Gaza, according to a Washington Post poll conducted in early September.
- A Fox News survey last week found that Jews were closely split between Mamdani and Andrew Cuomo, who is polling a distant second in the race.
- Other New York rabbis have been plagued by the question of whether to endorse in this election, since the IRS reversed a decades-long policy that barred endorsements from the pulpit. Hirsch previously told our reporter Grace Gilson that he was alarmed by Mamdani but would not make an endorsement, warning fellow clergy that “it diminishes us if we are perceived as being in a partisan camp.”
📣 Sliwa called on to quit
- Curtis Sliwa faced calls to quit the race during a meeting at Fifth Avenue Synagogue on Sunday, where our reporter Joseph Strauss saw attendees pleading with the Republican nominee who is polling third. The day before, on Shabbat, he visited The Jewish Center, an Orthodox synagogue on the Upper West Side. Later in the day, he headed to Congregation Beth Elohim in Brooklyn, where Mamdani spoke last week.
- The Fifth Avenue Synagogue crowd was not unanimously anti-Sliwa, but they convened with the purpose of stopping Mamdani’s rise. One person accused Sliwa of being a “spoiler.”
- “We all love you, we want you to win,” said synagogue president Jacob Gold, who stood by Sliwa at the podium. “But you’re at 15%, and Cuomo’s at what percent? And Mamdani’s at what percent?” Gold said that he wanted Sliwa to “merge with Cuomo.”
- Cuomo himself urged Sliwa to drop out after the first general election debate on Thursday, during which he fielded barbs from both Sliwa and Mamdani.
- “There is no Curtis as a candidate. There’s Curtis as a spoiler,” Cuomo said to conservative Jewish radio host Sid Rosenberg on Friday. “If Curtis is not in the race, I win. And that’s a choice for Republicans. Do you vote for Curtis so you can say ‘I voted Republican’ and wind up electing Mamdani? Or do you vote for me?”
- Sliwa responded to his detractors, including Jewish billionaire Bill Ackman, in an interview with Jewish YouTuber Nate Friedman. He called Ackman a “jerk” who did not understand politics or live in New York City. To Cuomo, he said, “Get your own votes.”
🎂 Mamdani turns 34
- Mamdani celebrated his birthday on Saturday, taking the chance to address voters who express concerns about his age.
- “You’re worried about a 33-year-old becoming mayor of New York City,” he said in a video. “And I want you to know, I hear you. That’s why this weekend I’ll be making a change. I’m turning 34, and I’m committing that for every single day from here on out, I will grow older.”
- Mamdani asked supporters to mark his birthday by signing up for a canvassing shift. “The best gift is to beat Andrew Cuomo a second time,” he said.
👀 Trump watch
- President Trump continues to muse about the race. But after saying that Mamdani “hates Jewish people” and reiterating his threats to cut federal funding from New York under a Mayor Mamdani last week, he suggested over the weekend that the election result wouldn’t make much difference to him.
- “Would I rather have a Democrat than a communist? Barely. They’re almost becoming the same thing,” Trump said on Fox News on Sunday morning. “I don’t know that I’m going to get involved.”
The post Prominent NYC rabbi urges congregants to vote against Zohran Mamdani in Shabbat sermon appeared first on The Forward.
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Ro Khanna, Democratic critic of Israel, says he supports Zionism and the ‘right for Israel to exist’
(JTA) — California Democratic Rep. Ro Khanna, a leading critic of Israel in Congress, said he believes in the “right for Israel to exist” and that it is antisemitic to oppose the existence of a Jewish state.
Khanna made the comment during an interview Friday with J. The Jewish News of Northern California. Speaking with the J’s Gabe Stutman, Khanna said he supports Zionism and that modern antisemitism stems from “denying the idea of a Jewish state.”
“I believe that Zionism is self-determination of the Jewish people, and the right for Israel to exist. And I support that. What I don’t believe is if it means Greater Israel,” said Khanna, adding that he believes there needs to be a “two-state solution.”
Last month Khanna led an unsuccessful effort to push President Donald Trump to recognize Palestinian statehood at the United Nations General Assembly. He also said he agreed with a United Nations commission’s finding that Israel had committed genocide in Gaza, making him one of only a handful of members of Congress to endorse the charge that Israel rejects.
“I agree with the UN commission’s heartbreaking finding that there is a genocide in Gaza,’ wrote Khanna in a post on X. “What matters is what we do about it — stop military sales that are being used to kill civilians and recognize a Palestinian state.”
Later in the interview, Khanna went on to frame his support for Jewish self-determination within his broader understanding of antisemitism.
“The original antisemitism was denying the Jewish people based on religion,” said Khanna. “Then, under Nazism, it became denying the Jewish people based on race. And today, antisemitism is denying the idea of a Jewish state. And I reject all three of those antisemitism premises.”
During the interview, Khanna also defended his appearance in a documentary earlier that month that featured antisemitic influencer Ian Carroll. Following the YouTube documentary’s release, where Khanna spells out his reasoning for rejecting AIPAC funding, he posted a clip that featured Carroll following his own interview.
“I had, genuinely, no idea who he was,” Khanna told Stutman. “I had never met him, never spoken to him. The broader point I was making was about PAC money, lobbyist money, not taking it. And not taking money from AIPAC. And that was what I said in the video. But once I came to know who he was — I, of course, unequivocally denounce his comments that somehow Israel was to blame for 9/11. I mean, that’s ludicrous.”
Khanna has also faced criticism for his appearance at the ArabCon conference last month, where several panelists defended Hamas as “Palestinian resistance” and laughed at the idea of condemning the Oct. 7 attacks.
“My brand, my politics, political philosophy is I will go and have a conversation anywhere,” said Khanna in defense of his appearance, adding that he told the conference he “unequivocally denounce the viewpoint that there was any justification for Hamas.”
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Thousands of haredi Orthodox Jews protest Israeli military draft in New York City
(JTA) — Upwards of 10,000 haredi Orthodox Jewish men protested on Sunday night outside the Israeli consulate in New York City against the conscription of Orthodox Jews in the Israeli military.
The protest, which was organized by the Central Rabbinical Congress, a consortium of Orthodox Jewish groups, comes amid one of Israel’s tensest political debates: whether haredi men should be subjected to the draft.
Last year, the Israeli Supreme Court unanimously ruled that Israel must draft haredi Orthodox Jews into its army, ending the longstanding exemption for yeshiva students from military service that has existed since the country’s founding.
Since then, haredi men have staged frequent street protests in Israel, including outside the Knesset in Jerusalem, and the debate reached a new flashpoint last month when over 100 haredi Orthodox men were arrested for draft-dodging while attempting to leave the country for an annual pilgrimage for Rosh Hashanah.
Now, the protest movement has spilled over to New York, home to the largest haredi communities outside of Israel. At the rally Sunday night, rabbinic leaders from the anti-Zionist Satmar hasidic sect and Grand Rebbes spoke from cherry pickers above the protesters, who held signs reading “We would rather die as Jews than live as Zionist soldiers,” and “Stop terrorizing religious Jews,” according to footage of the event.
“Americans are unaware of Israel’s horrific treatment of Orthodox Jews. From night raids in Orthodox neighborhoods to checkpoints to arrests of Yeshiva students, Israel is persecuting the very religious people that it claims to protect,” said Rabbi Isaac Green, one of the New York protest’s organizers, in a statement. “Israel should not force Orthodox Jews to join an anti-religious army to fight wars against their religion.”
Rabbis Aaron and Zalman Teitelbaum, the two rival leaders of the Satmar sect, both urged their followers to join in the demonstration, marking one of the rare times they have organized over the past two years due to their policy of not protesting against Israel during times of war.
As more men arrived at the demonstration, the mass of protesters began spilling onto the street, leading to some clashes and shoving matches with police officers trying to control the crowd, according to amNewYork.
Currently, around 80,000 ultra-Orthodox men in Israel are believed to be eligible for service, and the IDF has called for 12,000 recruits to meet the needs posed by the war in Gaza.
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