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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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Waiting on line on Christmas is a time-honored New York tradition — was it ever thus?
At 6 a.m., the morning before Christmas, Charles Licata was waiting outside the door of Russ & Daughters, two hours before the century-old Manhattan appetizing store opened. Each Christmas Eve for the past 42 years, Licata, jones this time by a family member and a friend, has made the hour-long drive from central New Jersey. “I like to be first in line,” he told me.
Licata, who manufactures granite countertops, told me he was hosting 40 for a traditional Italian feast of seven fishes on Christmas Eve, and on Christmas Day, his family had plans to devour another seven fishes and then some. “We got sable, lox, caviar, the spreads, pickled herring, tuna fish salad, hot and cold smoked salmon,” he started to list, before adding, “we got everything.”
Nikki Russ Federman, the fourth-generation owner of Russ & Daughters, instantly greeted Licata who she recognized from years past. By 9 a.m., she was hustling off to the shop’s Brooklyn bakery because they were already running out of bagels.
The Christmas Eve crowds rival Erev Yom Kippur and they grow throughout the day.
“Christmas is a Jewish holiday,” Russ Federman quipped.
For Licata, the line itself, with its banter and camaraderie is part of the ritual, except queuing at Russ & Daughters isn’t traditional. Lower East Side Jews didn’t wait in line; they jostled at deli counters and mobbed pushcarts.
“When I arrived on the scene in 1978 to take over the business,” third-generation owner Mark Russ Federman recounted in his 2013 book Russ & Daughters, “I discovered that there had never been a real attempt to implement a method to maintain crowd control and customer flow.”
First, the lox slicers behind the counter would pick out their regulars from the crowd, and then call “Who’s next?” To which, according to Mark Russ Federman, several elderly women would yell in their Yiddish-inflected English, “My next.” Mayhem would ensue.
“Grandpa Russ, my parents, and my uncles and aunts,” wrote Mark Russ Federman, “felt that having customers take a number from a machine and wait their turn was insulting, impersonal, and too ‘uptown.’”
It was during the Yom Kippur rush of 1978 that Russ Federman established a numbered ticketing system, turning the huddled mass of customers into an orderly line — something he saw as both more efficient for business and fairer for the customers. Since then, the appetizing store’s line has only grown, as have lines throughout the city.
Weathering the wait for Russ & Daughters seems more legit than camping out for the latest TikTok trend. Since the pandemic, lines in New York have become ubiquitous — for oversized pastries, for stunt croissants, for hype pizza. This past spring, a Saturday Night Live skit joked that a New Yorker’s favorite pastime is to “wait in a big dumb line.”
Waiting on line for West Village brunch often feels performative, but for Licata at Russ & Daughters, it isn’t about clout, it’s about continuity. It was a Jewish friend who first brought bagels and lox over for Christmas breakfast at Licata’s home decades ago. “I’m just carrying the tradition forward,” he said.
Down the block, most every year, Jeremy Kahn and his family make a pilgrimage from Washington, D.C. to Katz’s Deli. This past week, he was shocked to find that, even at the off-time of 4 p.m., the line still stretched to the corner. He speculated that there were more tourists. “I thought we’d be able to just walk right in,” he said.
After the 30 minute-plus wait at Katz’s, customers hungry for pastrami take a ticket at the door; they must sort into new lines to wait their turn with a cutter at the counter. And before leaving, customers must again wait their turn at the cashier’s line.
For Kahn, the wait is worth it. “This is where my grandfather would come to eat,” he said, and now he was taking his two young children and his father. “It means something that there is a line to get in. People are willing to wait in the cold.”
Katz’s with its shared cafeteria tables is known for its hustle and bustle, but things feel orderly compared to how it once was. In 1966, the iconic cheap eats guide, Underground Gourmet, deemed Katz’s “the largest, nosiest, busiest, and sloppiest delicatessen in Manhattan.” The guide’s authors, the illustrators and graphic designers Milton Glaser and Jerome Snyder, described ordering as a “struggle” that involved having to “muscle your way up to the endless serving counter and try to make yourself heard.”
Standing on line was foreign enough to Jewish immigrants that the Forverts mostly referred to queues, not by the Yiddish word “rey” (meaning row), but with the English “line,” spelled out in Hebrew letters. In 1930, the Forverts reported that boxing fans were waiting on long lines in the cold and rain to watch a Jackie Kid Berg lightweight championship bout at Madison Square Garden, but Jews at the time mostly seemed to be lining up at Depression-era soup kitchens and unemployment lines in the U.S. or, worse, for handouts at refugee centers in Europe.
It’s not just Jews who were late to line up; lines are actually a fairly modern phenomenon. Often cited as containing the first description of a queue in English is Thomas Carlyle’s 1837 book The French Revolution, which described Parisians lining up at bakers’ shops during a famine. By World War II, queuing had become commonplace in rationing-era Britain.
Lines were then associated with shortages and bureaucracy; now they represent wealth and leisure. There are still long waits at the DMV and over-burdened food pantries, but today, many lines are fueled by social media. A long line at a bakery signals that their $8.50 pistachio rose croissant is popular; joining the line gives you online bragging rights, not joining risks FOMO.
My friend Miriam Berger, a 91-year-old Manhattanite, says she has no memory of these types of lines in the 20th century. “I have no patience to stand on a line for anything,” she told me, “probably because such behavior didn’t exist in my growing-up environment.”
We still manage to do much without lines. We squeeze into rush hour subway cars, flag down bartenders at crowded pubs, and hail cabs. At times, it feels cut-throat, but there’s an unspoken etiquette — someone waves you into a lane, a stranger holds the door.
Lines promise efficiency and equity, but the first-come-first-serve system easily breaks down. There are cutters, professional line waiters, and ways to pay your way to the front of the line with priority passes and VIP options for most anything.
And very often, there are ways to avoid lines altogether. At the end of his book, Mark Russ Federman writes that when his daughter Nikki and his nephew Josh entered the business in 2001, they started online ordering. “This wasn’t the way the Russ family did business,” he initially thought before he accepted the idea. “If you wanted to buy our fish, you came to the store. If you wanted to place an order over the phone, we had to recognize your voice or know your family.”
Now, Russ & Daughters ships nationwide, and with delivery apps, lox and herring can be ferried almost instantly to your door on an electric moped.
That’s too uptown for my tastes. I’d rather take a number.
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The data is in: For many in the Northeast, Christmas isn’t Christmas without Chinese food
It’s not just a myth that Jews head to Chinese restaurants on Christmas. It’s science!
Sort of. A new report from the financial services company Coventry Direct claims to have quantified the trend. The report analyzed search data for “Chinese food near me” during the week of Christmas from 2020 to 2024, and found that the Northeast dominated the results.
The top five states included Delaware, Rhode Island, Connecticut, New Jersey and New Hampshire, while New York, which is home to the largest Jewish population in the country, came in seventh place. Under the assumption that Jews are overrepresented in the Northeast, the study confirms that Coventry Direct is not peer-reviewed.
The study also analyzed Google search trends over the past year to find the top-searched Chinese food dish in each state. While Szechuan chicken was the most popular dish, taking first place in eight states, New York’s most searched item was Buddha’s Delight, a — IYKYK — vegetarian stew.
The Jewish Christmas tradition was famously referenced during Elena Kagan’s United States Supreme Court confirmation hearings in 2010 when she was asked where she was on Christmas day:
“You know, like all Jews, I was probably at a Chinese restaurant,” replied Kagan.
In recent years around Christmas, social media has also been flooded with images of a sign where the seemingly fictional “Chinese Restaurant Association” of America thanks its Jewish diners for their patronage.
“The Chinese Restaurant Association of the United States would like to extend our thanks to the Jewish people,” the sign reads. “We do not completely understand your dietary customs … but we are proud and grateful that your GOD insist you eat our food on Christmas.”
Two men enjoy Chinese cuisine prepared by Chinese chefs within the guidelines of kosher food preparation at a restaurant. (Getty Images)
But the now-ubiquitous tradition of Jews eating Chinese food on Christmas traces back to the early 20th century, when Jewish immigrants began carving out distinctly American rituals of their own. If for no other reasons, Chinese restaurants were more likely to be open on Christmas.
A classic 1993 study on the tradition, “New York Jews and Chinese Food: The Social Construction of an Ethnic Pattern,” by Gaye Tuchman and Harry Levine, traced the Jewish affinity for Chinese food to a few factors: Chinese restaurants at the time “welcomed everyone,” offered flavors familiar to an Eastern European Jewish palate and were considered a “sophisticated” dining experience for new-ish, Jewish Americans stepping outside their comfort zones.
While Chinese restaurants do not typically offer kosher fare, Tuchman and Levine also argued that Chinese restaurants were viewed as “safe treyf” because Chinese cuisine rarely mixes milk and meat and ingredients like pork and shrimp are chopped into hard-to-identify pieces.
To celebrate the longstanding tradition, a comedy club in New York’s East Village is set to host “Kosher Chinese: The Comedy Show,” with patrons enjoying kosher dumplings and an “unapologetically alternative holiday spirit we all secretly love.” In San Francisco, the 33rd Annual Kung Pao Kosher Comedy show kicks off tonight, and runs through Friday, Dec. 26.
From Massachusetts to Ohio, Jewish delis have also planned their own Chinese-inspired menus to mark the tradition.
This article originally appeared on JTA.org.
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StopAntisemitism names Tucker Carlson ‘Antisemite of the Year’ as 2024 winner Candace Owens ramps up anti-Jewish rhetoric
(JTA) — The activist group StopAntisemitism has awarded the conservative personality Tucker Carlson its ignominious honor of “Antisemite of the Year,” citing his frequent invocation of classic antisemitic stereotypes.
The announcement comes as Carlson sits at the center of controversy on the American right about whether extremists should be welcomed in the Republican Party. It also marks the second year in a row that StopAntisemitism has selected a right-wing figure for its accolade, after years of awarding the mantle to mostly left-wing figures.
“Carlson mainstreams antisemitism by platforming and praising Holocaust revisionists and Nazi apologists, while hiding behind irony and plausible deniability,” the group said in a statement. “By legitimizing extremist voices and weaponizing conspiratorial imagery at massive scale, he has helped drag antisemitic ideas back into the mainstream.”
A watchdog presence with more than 300,000 followers on X, StopAntisemitism regularly mobilizes against activists and social media posts. The group has faced criticism for what some perceive as an inordinate focus on Muslim personalities, pro-Palestinian actions and non-prominent individuals. Its defenders deny that, pointing out that StopAntisemitism also regularly spotlights neo-Nazis and Holocaust deniers on the right.
Its finalists for Antisemite of the Year included pro-Palestinian celebrities Ms. Rachel, Cynthia Nixon and Marcia Cross; mixed-martial-arts athlete and Holocaust denier Bryce Mitchell; two personalities associated with left-wing network The Young Turks; and social media personalities on both the far left (Guy Christensen) and far right (Stew Peters).
Carlson received the accolade on Sunday night, at the end of a weekend in which he was a keynote speaker at the convention of Turning Point USA, the young-conservatives group founded by Charlie Kirk, who was assassinated this fall. In its announcement, StopAntisemitism noted Carlson’s speech at Kirk’s memorial service, in which he described the murder of Jesus in a way that both his critics and fans interpreted as implying that Jews or Israelis had been behind Kirk’s assassination.
At the convention, the Jewish pundit Ben Shapiro continued his campaign against Carlson and Carlson declared himself to free of the anti-Jewish animus that he has long been criticized as propagating.
“Let me just affirm one final time. Not only am I not an antisemite — and I would say so if I was — I’m not an antisemite for a very specific reason,” Carlson said in his speech. “Not because it’s unpopular or my donors don’t like it. I don’t have any donors. I’m not an antisemite because anti-semitism is immoral in my religion. It is immoral to hate people for how they were born.”
It was the same explanation that Vice President JD Vance offered earlier this month when he said in an NBC News interview that he believed antisemitism is wrong.
In his own speech to Turning Point USA’s AmericaFest, Vance again refrained from criticizing extremists in the Republican Party, saying that he opposes “purity tests” for inclusion in the conservative movement. He also said he believed that antisemitism in the United States was being fueled by “a real backlash” against U.S. aid to Israel..
As the convention was underway, last year’s “Antisemite of the Year,” the right-wing streamer Candace Owens, embarked on a four-hour broadcast eviscerating Shapiro; amplifying antisemitic theories, including that Jews controlled the slave trade; and promoting a classic work of antisemitism by August Rohling, a German Catholic who believed in the blood libel and argued that the Talmud is a secret guide used by Jews for nefarious purposes. Rohling died in 1931.
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