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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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One of Dachau’s last living liberators still has somewhere to be
ATLANTA — Hilbert “Hibby” Margol wears two watches.
It is the kind of detail that seems small until you can’t stop noticing it. One watch is ordinary. It has hands, numbers, the plain mechanics of telling time. The other is a Life Alert, the sort of device sold to people who live alone, or to the people who love them and can’t stand the thought of them living alone.
Together the two watches say something about a man before he’s said a word himself: that he has outlived the need for almost everything, except the people determined to make sure he’s still here.
He is 102. He lives by himself in the same two-story house in suburban Atlanta he shared with his wife of 77 years, Betty Ann, who died at 96 last September. The house still carries the warmth of her memory. Family photographs cover every surface that will hold them: the mantel, the end tables, the walls, climbing toward the ceiling like something that grew there on its own.
There will soon be one more: Hibby’s fourth great-granddaughter, Callie Rose, was born two weeks ago.
A framed photograph of French President Emmanuel Macron pinning the Legion d’Honneur to Margol’s chest — taken in 2024, when Margol was one of dozens of American veterans Delta Airlines chartered to Normandy for the 80th anniversary of D-Day — leans against the fireplace, not yet hung, as if the house has simply run out of room to keep up with the life still happening inside it.
The coffee table has disappeared beneath medals and ephemera and the accumulated evidence of a hundred years, and it occurs to you, sitting across from him, that you are not in the home of a man winding down. You are in the home of a man still arriving.

His iPhone buzzed. Then again. He glanced at it and rolled his eyes.
“That’s my daughter,” he said. “Checking on me.”
His daughter is, herself, a senior citizen. The phone had no case — hadn’t needed one, he doesn’t drop things — which felt like its own kind of answer to a question I hadn’t yet asked: What does it look like to move through a century without ever quite losing your grip?
On the day I visited this June, he had just returned from yet another trip to Normandy, marking another anniversary of a war he’d fought in as a young man and had spent most of the rest of his life not talking about. A week before that, the Atlanta Braves had honored him on the field on Memorial Day for the second year in a row.

For six decades, Margol said almost nothing about what he had seen at the end of that war — not to his wife, not to his three children, not to anyone. And then, in his 80s, he started to talk about it, and he has not really stopped since.
Margol is sharing his experience as one of a dwindling number of U.S. Army veterans alive today who helped liberate the Dachau concentration camp.
Inside the camp
He and his identical twin brother, Howard — younger by ten minutes — served together in the war. That alone took some doing: the military generally kept siblings apart, a policy hardened after five Sullivan brothers died together when their ship sank in 1942. (It’s loosely the premise behind Saving Private Ryan.) It took a letter from the Margols’ mother to President Franklin D. Roosevelt to get an exception made.
On the morning of April 29, 1945, the brothers were on the outskirts of Munich when they caught a strange, powerful smell drifting out of the woods.

Howard was the one who placed it. It reminded him of an unpleasant odor he would sometimes catch a whiff of in their mother’s kosher kitchen back home in Jacksonville, Florida — the way she would hold a freshly killed chicken over the gas flame of the stove to singe off the last of its pin feathers. Only this stench was much, much stronger.
The brothers went to find the source. What they came to first was a line of boxcars. The first one they reached had its sliding door open. A dead man’s leg was dangling out of it. They opened the cars and found them packed with dead bodies in striped prisoner uniforms “like sardines,” Hibby would say.
They had a small camera, liberated from a dead German officer a few weeks earlier, and they used it to take a photograph of one of the cars — a copy of which hangs in the United States Holocaust Memorial Museum in Washington, D.C.
They pressed further into the woods and came out at another clearing. Above the entrance was a sign: ARBEIT MACHT FREI. Work will set you free.
They had found Dachau.
Beyond the gate was a wide-open yard ringed by low barracks buildings — and, in several places, bodies stacked the way you’d stack cordwood. The arrangement of them is the part that refused to make sense. Somebody had piled them, neatly, as routine.
Neither brother had ever seen anything like it. “We didn’t understand what we were looking at,” Margol said. “It sort of reminded us of a movie set.”
They learned only later that the camp’s ovens had run out of coal months earlier, and without coal, there was no way to cremate the bodies. So the corpses had simply been left where they lay.
It took a moment to register that not everyone in the yard was dead. Off to one side, against a barracks wall, were four or five prisoners — some squatting, some just standing, none of them well. But alive.
The camp’s roughly 32,000 prisoners walked free later that same day, once a Swiss Red Cross negotiator talked the SS commander into a peaceful surrender rather than a last stand.

Years later, at a visit to mark the liberation’s 70th anniversary, an elderly survivor found Margol after a memorial service. She told him she’d been too sick with typhus that morning to understand what was happening around her. Then she leaned over and kissed him on both cheeks. “If you guys were two or three days later,” she told him, “I wouldn’t have made it.”
One family, two branches
I’ve spent much of the past year following a different story: a family of cattle farmers in rural Illinois, building a synagogue in a two-acre cornfield out of the remains of closing synagogues — a Torah rescued from one congregation, an ark from another, stained-glass windows carried out of buildings that no longer exist. The building will also include a museum of tolerance, sharing the stories of the family’s ancestors — some who died in concentration camps, others who survived by being hidden in the homes of Christian families.
The family is named Jakobs. You’ve met the 41-year-old farmer, Nik, in stories I’ve written about the Pennsylvania synagogue he dismantled, piece by piece, to save it; the groundbreaking of the new one rising in a field; and the family’s roots in the Netherlands, where his grandmother, Edith, spent nearly three years hidden in a farmhouse. This spring, I flew with the family to Stadskanaal, the small Dutch town that was her family’s refuge, to watch a local theater troupe stage a play about her survival.

It was in the Netherlands, reporting Jakobs’ story, that he first mentioned a name: Hibby. Jakob’s brother Bryce who left the farm for a career of his own, is married to one of Margol’s granddaughters. Margol’s great-granddaughters carry both halves of this history. On one side: relatives murdered in the Holocaust, and ancestors who survived it in hiding. On the other: a soldier who helped liberate one of the camps.
I asked Margol what he made of it. He didn’t reach for anything grand. “Well,” he said, “it’s quite a story.”
The silence
For decades, Margol said almost nothing about Dachau to his family. “We had written letters,” he said of the war years. “We figured that was sufficient.”
Life moved on. Margol built a business selling furniture and appliances. He raised a family. The war became something that had happened to a younger man.
Then came an invitation.
In 2012, at 88, Margol joined about a dozen other American liberators on the International March of the Living, traveling to Poland with Holocaust survivors and thousands of Jewish teenagers. For the first time since the war, he wasn’t simply remembering what he’d witnessed. He was walking beside people whose lives had continued because soldiers like him had arrived when they did.
“It was such an emotional experience,” he later recalled of walking from Auschwitz to Birkenau, “that when I got home I said, now I have to start talking about it.”
His first talk was at the public library near his home. More than 90 people showed up, on word of mouth alone. Then came another invitation. And another. Synagogues. Churches. High schools. A World War II roundtable. Adult education classes at Emory University. He stopped counting after 200 presentations. Today, he estimates he’s given close to 300.

But talking about Dachau and reliving it are not the same thing. Years ago, touring the United States Holocaust Memorial Museum in Washington, D.C., with a small group, he had to walk through a boxcar on exhibit to continue the tour — cleaner and newer-looking than the one he remembered, but a boxcar all the same. “Emotionally,” he said, “I broke down.”
For most of his life, Margol had carried the story alone. Now he worried what would happen if no one carried it after him.
In September, Margol is returning to Germany with his son Jerry, 74 — this trip courtesy of the Best Defense Foundation, the veterans organization that has taken the two of them to battlefields around Europe, and which is now making a documentary about Margol and another veteran. The itinerary is still coming together, but it includes a stop that father and son have made together twice before: Dachau.
The next generation
Long before Margol began speaking publicly about the Holocaust, he had already spent years building Jewish life closer to home.
Rabbi Mark Zimmerman saw it firsthand. Zimmerman retired this summer after leading Congregation Beth Shalom in Atlanta for 38 years. He met Margol in 1988, when the rabbi arrived and Margol was, as he put it, “a young man of sixty-something.”
“He still comes to synagogue,” Zimmerman said. “He’s still sharp as a tack.”
But what Zimmerman remembers most isn’t Margol’s longevity. It’s what he built.
In the late 1990s, Beth Shalom needed an educational wing. Before the congregation had raised a dollar toward the project, Margol quietly wrote a $100,000 check so the synagogue could hire a professional fundraiser and launch the campaign. He and fellow congregant Stephen Klein later donated roughly $350,000 each to complete the building.
Today the Klein-Margol Educational Wing houses the congregation’s preschool, administrative offices, chapel, library and youth lounge.
“In many ways,” Zimmerman said, “I owe my staying at Beth Shalom to Hibby and his vision. We still have a tremendous preschool because of that original vision.”
Only years later did Zimmerman learn another part of Margol’s legacy, about liberating Dachau. Margol recently gave Zimmerman a copy of the memoir he and his son self-published, becoming one of the congregation’s living links to the Holocaust.
“His firsthand account is such a rare commodity,” Zimmerman said, “in a world where primary witnesses, for the most part, are dying out.”
Nearly 800 miles away, in Sterling, Illinois, the other side of Margol’s family is at work on a version of the same project. Jakobs is building a synagogue, with a museum inside so his grandmother’s story outlives her. Margol has already seen how it turns out — his wing has held preschoolers for a quarter century. Jakobs broke ground this spring.
A hat, a promise
I asked Margol if I could take his picture before I left. “Let me get my baseball hat,” he said, and disappeared into another part of the house.
It’s the one with the patch of the 42nd Infantry Division — the Rainbow Division, one of the liberating forces at Dachau. The nickname dates to 1917, coined by a young Col. Douglas MacArthur because the division’s ranks were drawn from National Guard units in 27 different states.
Room by room, the 102-year-old wandered through his home looking for the hat. He checked the kitchen. He looked at the hook by the door, where another cap was hanging, then shook his head and kept going.
There was something almost unbearably ordinary about it, set against everything he’d just spent hours telling me. The boxcars. The smell. The gate. And now: Where did I put that hat?
He found it, and came back into the room wearing it — the same hat, more or less, that has sat on his head in front of hundreds of audiences by now. He still says yes to the invitations. He still boards planes to Europe. When I asked what all of it was for, he didn’t hesitate.
“I hope and pray,” he said, “that the offspring of all the Holocaust survivors outlive the offspring of the deniers.”

The Holy Ground reporting project is made possible with support from the Henry Luce Foundation.
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250 years of American Jewish life is a miracle. Don’t take it for granted.
When I moved from Belgium to the United States for graduate school in the early 2000s, international-student orientation warned me about three areas in which I would experience culture shock: doctors, dating, and food. They were right: I am still looking for good chocolate. But what nobody mentioned was that culture shock can also work in the other direction: you can encounter something so different in a good way that it, too, takes time to understand. For me, that was American Jewish life.
The Judaism I had grown up with in Belgium was timid and a little subdued; it felt to me as though it did not quite dare to put down roots or imagine itself as fully Belgian. American Judaism bewildered me at first by its sheer pluralism: so many denominations, and within them so many people experimenting with what it meant to be and do Jewish in this country and in this world.
Even more surprising was its creativity — the music, the intellectual life, the social activism, the constant invention of new institutions, rituals and communities. It was also loud and argumentative. American Jews tangled about Judaism, politics, Zionism and one another. The old story about two Jews having three opinions was not a joke here but a reality.
I loved it. Not because I agreed with all of it — I certainly did not — but because even the arguing seemed to me evidence that American Jews did not feel they had to hide or be discreet, not even about their disagreements.
Of course, Jewish success in the United States did not mean that America offered the same possibilities to everyone. Jewish integration took place in a country whose deepest structures of exclusion targeted Black Americans. That inequality is part of the American Jewish story and complicates any account of its success.Nor was the American Jewish experience free of prejudice: American Jews encountered social ostracism, quotas in higher education, exclusion from neighborhoods and country clubs, and violence.
And yet, over 250 years, Jews in the United States became deeply woven into the political, cultural and civic life of the country. How the encounter between Jewish traditions brought from many parts of the world and the particular freedoms, tensions and possibilities of American life produced a distinctively American form of Judaism is a question that has stayed with me ever since, and America’s 250th anniversary seems like a good moment to return to it.
I think part of the answer lies in the American idea of hyphenated identities. In a country of immigrants from many parts of the world, the hyphen suggested a social architecture, albeit imperfect, that allowed for multiple communities to coexist within a larger whole. By contrast the Europe in which I grew up remained more attached to myths of national homogeneity that made Jewish belonging harder.
But today, across the political spectrum, people are asking what America as an idea and a national community stands for. Historically, such moments have often made Jews a test case for the limits of inclusion. To those who imagine the nation as a homogenous family, Jews are strangers; to those who imagine it as a universal community, Jews often seem too particularistic.
Amid rising antisemitism, the aftermath of Oct. 7, turmoil on university campuses and intense political polarization, it is not surprising then that many American Jews are feeling anxious about the future. The pessimists believe something fundamental is broken and wonder whether it is time to keep a packed suitcase ready. The optimists insist that America remains different, even exceptional, and that American institutions and laws are strong. This too shall pass, they say.
As a historian, I am skeptical of both positions. The past is full of moments that look inevitable in retrospect because, once we know what happened, it becomes harder to imagine other outcomes. But in the moment, multiple futures are always possible. History cannot tell us which one will become ours, but it can broaden the range of possibilities we are able to see.
That is one reason I created a new public course at Brandeis this fall, America and Its Jews at 250. I wanted to see what becomes visible when the questions troubling American Jews today are placed against that much longer historical horizon. Over the course of the semester, 28 scholars and public thinkers will examine the relationship between Jews and America from the colonial period to the present. At a moment when so much attention is understandably focused on Israel, I also wanted us to look more closely at the American Jewish experience and what Jews built here.
Doing this at Brandeis is especially meaningful. Many of America’s oldest and most influential universities grew out of Christian religious communities. Brandeis represented something different: the possibility that a university could be rooted in American Jewish life while being as intellectually ambitious and universal as any of them. A course about America and its Jews belongs in that tradition because these are not two histories that happened in parallel; they are intertwined.
Time has cured most of my culture shock, but I have not forgotten the surprise I felt 26 years ago at the vibrancy and pluralism of American Jewish life. Much of our discussions, in this anniversary year, focus on the country’s uneven path toward more justice and equality, and rightly so. But that should not obscure the immense creativity that this messy and contested American experiment made possible. American Jews embraced its possibilities with a vitality that produced forms of Judaism few of their forebears would have recognized, yet that remain deeply connected to what came before. That dynamism also produced disagreements and fragmentation, and anxiety about what still holds Jews together.
Culture and creativity depend on the soil in which they develop. Protecting American jewish life therefore means not only to fight for Jews and Judaism, but also for the pluralistic republic that allowed them to flourish. Perhaps one day historians will give this entanglement of Judaism and America a name. But for now it remains unnamed because it is still being made, and because its future, I hope, is still in our hands.
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El-Sayed defends opposing Israel aid as he woos Jewish voters
Dr. Abdul El-Sayed made opposition to U.S. military aid to Israel a defining issue of his campaign in Michigan’s Democratic Senate primary. On Sunday, as the party’s nominee, El-Sayed explained why he supported sending American military aid to Ukraine in its war against Russia but opposes sending aid to Israel as it fights Hamas and other armed groups in the region.
“In Ukraine, you’re talking about attacks from a leader of a neighboring sovereign country, who clearly violated international law in attempting to breach the sovereignty of the Ukrainian public,” El-Sayed said in an interview on NBC’s Meet the Press. “That is conditional on that circumstance.”
As for Israel, he argued, the United States has “been offering unconditional foreign military aid to Israel independent of the circumstances for years and years and years.”
The distinction comes as El-Sayed tries to draw a clearer line around his position on Israel aid as he moves into the general election, following a narrow victory over Rep. Haley Stevens, who was backed by AIPAC and other pro-Israel Jewish groups.
Since his primary win, El-Sayed said in media appearances that his opposition to unconditional military aid — including funding to the Iron Dome defense system — goes beyond Israel. He pointed to Egypt, where his parents were born, as well as to Saudi Arabia and Jordan, saying those U.S. allies should not receive unconditional American military support either.
“It’s not just Israel,” El-Sayed said, adding, “It’s about the conditions.”
When pressed on whether there was any scenario in which he would support military aid to Israel, El-Sayed said he could consider supporting it if Israelis and Palestinians reached an agreement that guaranteed, as he described it, the “Palestinian people and Jewish Israeli people” equal rights to “peace, dignity, and self-determination.” During the primary, El-Sayed stopped short of explicitly backing a two-state solution.
The Jewish voter test
El-Sayed’s position on Israel is becoming a test of whether he can unite Democrats for the general election in one of the nation’s most important swing states. Many Jewish Democrats remain uneasy with his rhetoric on Israel — including his calling Israel “bloodthirsty” — even as the party needs their support to defeat Republican Mike Rogers and improve its chances of winning back the Senate.
The Jewish Democratic Council of America, which backed Stevens and said its volunteers made nearly 100,000 calls on her behalf, said that the “razor-thin margin” in El-Sayed’s victory is evidence that pro-Israel Democrats remain an important electorate within the party.
Halie Soifer, JDCA’s chief executive and a Michigan native, said in a Substack post Friday that Jewish Democrats are standing “on a political fault line” after El-Sayed’s victory. “Jewish voters’ concern with El-Sayed and other far-left candidates is rooted in concern for our safety and security given rising antisemitism and antisemitic violence, including when Jews are blamed for the actions of Israel,” she wrote.
Jewish voters make up just 1.4% of the electorate in Michigan, but they could still prove decisive in a close race. Michigan has been decided by narrow margins in recent elections: Donald Trump won the state in 2016, Joe Biden flipped it in 2020, and Sen. Elissa Slotkin narrowly won her Senate race in 2024 even as Trump carried the state in the presidential race.
AIPAC’s super PAC, United Democracy Project, which spent more than $30 million in the primary, is reportedly weighing additional spending in the general election to boost Rogers. It would likely be joined by other groups, including the centrist Democratic groups Third Way and Welcome PAC, as well as the Republican Jewish Coalition.
Jeremy Ben-Ami, president of the liberal pro-Israel group J Street — a progressive alternative to AIPAC — urged El-Sayed to take a different approach to the Jewish voters who opposed him. Ben-Ami wrote in a Substack post that El-Sayed should spend significant time listening to Jewish Michiganders and their concerns about vulnerability and antisemitism, while making clear “in words and in actions” that Jews who care deeply about Israel have a place in his coalition.
‘I love and revere Judaism’
In the Sunday interview, El-Sayed sought to reassure Jewish voters who remain skeptical of him.
Asked to respond to President Donald Trump’s comments that El-Sayed “hates” Israel and Jewish people “with a passion that burns in his heart,” El-Sayed said, “I love and revere Judaism and the Jewish people. I believe they’re a light unto the world.”
El-Sayed recalled growing up in Bloomfield Hills, a metro Detroit community with a large Jewish population, and being invited to Passover Seders, synagogues and bar and bat mitzvahs. “I’m really honored for what I learned and got to share with my Jewish sisters and brothers,” he said. “But they are not the same as AIPAC and Israel.”
The candidate also disavowed some remarks by Hasan Piker, the popular pundit and streamer who has been accused of antisemitic rhetoric and who appeared with El-Sayed on the campaign trail. El-Sayed said Piker’s statement that “America deserved 9/11” was “dumb,” though he did not commit to ending campaign appearances with him.
The test in the coming months is whether El-Sayed can win over skeptical Jewish and moderate Democrats without moderating his views on Israel or losing the progressive and pro-Palestinian voters who propelled him to victory.
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