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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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At Sundance, the AIDS crisis through the eyes of a bar mitzvah boy
If you were swept up by Aftersun when it debuted on the festival circuit three years ago, Israeli director Moshe Rosenthal’s new film Tell Me Everything may hit you immediately with a sense of deja vu.
It opens on thrashing bodies moving in slow motion in a dark club. Slowly, the strobe lights reveal a figure: a vision of a lost father, just out of reach to his adult child. The scene recalls, and could even be read as a quotation of Charlotte Wells’ semi-autobiographical portrait of a daughter and her tortured father on vacation at a Turkish resort in the 1990s.
While that sequence is very after Aftersun, Rosenthal’s film, in competition at Sundance, has its own merits and its own unwelcome glut of cliches. Tell Me Everything concerns the relationship of a son and a father, and where the source of the anguish of the father in Wells’ is never stated outright, here it’s made explicit.
A memory film split between the 1980s and 1990s, Rosenthal’s drama is told almost exclusively through the perspective of Boaz (Yair Mazor), introduced in the 1980s as a self-conscious soon-to-be bar mitzvah boy. One day, amid the confusion of the early AIDS crisis, Boaz sees his father Meir (Assi Cohen) with another man behind a stall at the pool showers.
Keeping the secret, Boaz grows paranoid about illness and insecure about his own masculinity. Where before he danced to Ilana Avital, voguing with the encouragement of his older sisters, he soon pivots to the edgier pop-rock of the Israeli band Mashina, punching the air with his sister’s mini weights. (He wraps the weights in black tape, he tells Meir, pointedly, using a slur for gay men, because they were pink.)
Teased in school for being small and coddled by the women in his family, not least his beautician mother Bella (Karen Tzur), when Boaz learns of Meir’s sexuality it awakens him to the ways he may fall short of the stereotypical Israeli swagger.
Rosenthal, who broke out four years ago with his debut feature Karaoke, has a deft touch for the period. Shooting in soft focus and working with a pastel palette, he evokes the haziness of the remembered past, half-understood even in the moment.
Tell Me Everything captures how kids process — in overheard snippets, glimpsed scenes — the adult world and the tactics of older siblings shielding a younger one from parental fights. (This family plays Scattergories when voices are raised in the hall.) It also gets at, a bit too strongly, the surrogate husband role often forced on a son by an unsatisfied and possessive mother.
Rosenthal sometimes overdoes it. He shows Boaz in bed, reading sensationalist newspaper headlines about AIDS by flashlight. His growing awareness of his father’s sexuality — and predicament — are shot like a horror film, a sarcoma lensed like a zombie bite. A later montage, showing the redesign of the home after Meir’s exit, is so on-the-nose it belongs in a different kind of ‘80s movie (one from the actual 1980s).
A cut to the late ‘90s, where Boaz (now played by Ido Tako) works at a gas station and nurses an ill-defined homophobia, brings a contrived closure that leaves an earlier plot point dangling.
But when the film works, as in a notable sequence set to Air Supply’s “Making Love Out of Nothing At All” — Boaz and his sisters scramble to tape it off the car radio — it can be moving.
It won’t do for that song what Aftersun, a far quieter film, did for “Under Pressure” in the one moment it got loud, but the drama works as a time capsule. While today Israel is heralded as a gay mecca in the Middle East, the stigma the film hints at still exists with its own strain of toxic masculinity and machismo. (That Boaz’s army service doesn’t feature is notable, and could have made the film a richer text.)
Rosenthal has made a sensitive, if at times excessive, portrait of family life grounded in an uncertain past. That its story speaks to today is to be expected; that it might, at times, seem quaint or nostalgic is a sad truth of history.
Moshe Rosenthal’s Tell Me Everything debuts Jan. 25 at the Sundance Film Festival. More information can be found here.
The post At Sundance, the AIDS crisis through the eyes of a bar mitzvah boy appeared first on The Forward.
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I’m a rabbi arrested for protesting ICE in Minneapolis. The Book of Exodus shows us how this ends
On Friday, hours before Shabbat began, I was arrested with 96 other multifaith clergy members and Faith in Minnesota leaders while protesting ICE in Minneapolis.
“Who could have imagined such times as these?” we sang, in the words of local songmaker Sarina Partridge. “We will grieve through these times, and soon enough we’ll be grieving on the other side.”
We cannot keep on with business as usual when our federal government is engaged in escalating state terror right here, right now. To grieve through these times is not enough; we must also act.
In the bitter cold, thousands of Minnesotans gathered at that airport. Tens of thousands more marched downtown, and others simply stayed home in the largest work stoppage in this country in many decades, the Day of Truth and Freedom. Nearly one thousand interfaith clergy answered the call to come to Minnesota — as they did for the Civil Rights Movement call to march in Selma in 1965 — to join us in the fight.
Standing there among them, on erev shabbes in the cold, I thought about the Torah portion we would read the next morning in shul: parashat Bo, from the Book of Exodus.
In it, the darkness of the ninth plague that befell the Egyptians is described as something that the oppressors — the mitzrim, which I’ll translate as “the ones of narrowed sight” — could actually touch. It was so thick that it kept them isolated from each other, unable to move.
In contrast, the dwellings of those seeking liberation were full of light.
I imagined that palpable darkness not as a punishment, but as a reflection of reality. The oppressors were unwilling to see the humanity of their neighbors. But if they had been, they too could have found themselves in dwellings full of light, able to clearly perceive the richness and possibility of living in a multiethnic community.
So too with the federal oppressors here in Minnesota, and those who collude with them. They are so welcome to join us in the light of that recognition. We were there at the airport to invite them in.
Instead, they arrested nearly 100 of us, while we sang and prayed for the protection of our people in the languages of our diverse traditions. Doing this work in coalition builds the power we need to break through the oppression: Our differences make us stronger.
As a minister next to me chanted the Lord’s Prayer, and a clergy member close by meditated with closed eyes, I chimed in with “Ana Bekoach,” a kabbalistic prayer that is part of Friday night services, envisioning divine protection holding close all the people of this place.
At our airport, Signature Aviation is facilitating the internment of our fellow Minnesotans every day, adults and children alike, flying them to detention centers where they suffer in conditions that deny their humanity. ICE is even disappearing workers at that airport from the jobs they work every day, keeping all of us safe and supported as we travel.
The airport is supposed to encourage connection. Come join us in our city, it is supposed to say; come see the beauty of our communities. Come, with your eyes open, to join a dwelling of light. Instead, it has turned into a hub of darkness, and separation.
As Jews, so many aspects of our history are particularly resonant in this moment.
As ICE has engaged in a campaign of terror in our city since the start of the year, I have heard Jews in my community reflecting on their families’ experiences with state terror in Nazi Germany, Soviet Russia, and under dictatorships in Latin America. We join neighbors, refugees and immigrants from around the world, who never thought those feelings of suffocating fear would again define their lives here in the United States.
Now that they are, our obligation is to resist.
I was moved to tears during a march last week, when I saw families in hiding peeking out from behind their attic blinds as we sang of our love for our immigrant neighbors. It reminded me of Jewish families reduced to hiding in Nazi Germany, and of those brave souls who tried to protect them.
When I was arrested, I felt my heart open to the clergy standing and kneeling together with me, and all those in our state who have stood up with courage and generosity throughout these weeks and months. I hoped that all those who would see or hear of our arrest would be motivated to join this work.
The safety of all marginalized communities in this country, our Jewish community included, depends on our efforts to protect our democratic practices, and one another. You can join us, in Minnesota, or wherever you are.
Call for ICE to get out of Minnesota. Their presence is endangering us all. Just yesterday, Alex Jeffrey Pretti — an ICU nurse, mountain bike enthusiast, dog lover and beloved community member — was shot and killed by federal agents while attempting to aid a fellow protester. Our government, rather than accept responsibility for the injustice of his death, and that of Renée Nicole Good, is already lying about who these upstanding Minnesotans were and what those agents did.
Learn from us and protect each other in your home communities. You can stand with Minnesota; we’ll stand with you too. Call your senators to demand that they deny ICE funding in an upcoming vote this week. Push for prosecution of ICE agents who kill our civilians. Together we will fight the plague of narrow sight, instead creating dwellings of warm light where we hold and honor the fullness of humanity of each and every one of us.
On Saturday night, Minnesotans gathered in candlelight vigils on street corners in our neighborhoods to mourn and remember Pretti. I was with hundreds of my students on campus. We imagined, together, all the vigil-goers, holding candles to decry Pretti’s death and honor his memory, as points of light, linked across Minnesota and the country, and around the world.
The stars came out just then, as if the universe was joining us in a vast web of care and light. We sang a song from Heidi Wilson: “Hold on, hold on, my dear ones, here comes the dawn.”
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US-Brokered Peace Talks Break Off Without Deal After Overnight Russian Bombardment of Ukraine
Some windows glow in a residential building left without heating and facing long power cuts after critical civil infrastructure was hit by recent Russian missile and drone strikes, amid Russia’s attack on Ukraine, in Kyiv, Ukraine, January 23, 2026. Photo: REUTERS/Alina Smutko
Ukraine and Russia ended a second day of US-brokered talks in Abu Dhabi on Saturday without a deal but with more talks expected next weekend, even as overnight Russian airstrikes knocked out power for over a million Ukrainians amid subzero winter cold.
Statements after the conclusion of the talks did not indicate that any agreements had been reached, but Moscow and Kyiv both said they were open to further dialogue.
“The central focus of the discussions was the possible parameters for ending the war,” President Volodymyr Zelensky wrote on X after the meeting.
More discussions were expected next Sunday in Abu Dhabi, said a US official who spoke to reporters immediately after the talks.
“We saw a lot of respect in the room between the parties because they were really looking to find solutions,” said the official, speaking on condition of anonymity.
“We got to real granular detail and (we feel) that next Sunday will be, God willing, another meeting where we push this deal towards its final culmination.”
A UAE government spokesperson said there was face-to-face engagement between Ukraine and Russia — rare in the almost four-year-old war triggered by a full-scale Russian invasion — and negotiators tackled “outstanding elements” of Washington’s peace framework.
Looking beyond next week’s negotiations in Abu Dhabi, the US official voiced hopes for further talks, possibly in Moscow or Kyiv.
“Those sorts of meetings have to happen, in our view, before we get a bilateral between (Russian President Vladimir) Putin and Zelensky, or a trilateral with Putin, Zelensky and President Trump. But I don’t think we’re so far away from that,” the official said.
BOMBARDMENT OF UKRAINE BEFORE SECOND DAY OF TALKS
The bombardment of Ukraine’s capital Kyiv and its second-largest city Kharkiv by hundreds of Russian drones and missiles prompted Foreign Minister Andrii Sybiha – who was not at the talks – to accuse Putin of acting “cynically.”
“This barbaric attack once again proves that Putin’s place is not at (US President Donald Trump’s) Board of Peace, but in the dock of the special tribunal,” Sybiha wrote on X.
“His missiles hit not only our people, but also the negotiation table.”
Saturday was scheduled to be the final day of the talks, billed by Zelensky as the first trilateral meeting under the US-mediated peace process.
The UAE statement said the talks were conducted in a “constructive and positive atmosphere” and included discussions about confidence-building measures.
Kyiv is under mounting Trump administration pressure to make concessions to reach a deal to end Europe’s deadliest and most destructive conflict since World War Two.
US peace envoy Steve Witkoff said at the annual World Economic Forum in Davos this week that a lot of progress had been made in the talks and only one sticking point remained. However, Russian officials have sounded more skeptical.
RUSSIA WANTS ALL OF DONBAS
After Saturday’s talks, Zelensky said the US delegation had raised the issue of “potential formats for formalizing the parameters for ending the war, as well as the security conditions required to achieve this”.
The US official said the proposed security protocols were widely seen as “very, very strong.”
“The Ukrainians and many of the national security advisors of all the European countries have reviewed these security protocols. And to a person, and this includes NATO, including (NATO Secretary General) Mark Rutte, they have expressed the fact that they’ve never seen security protocols this robust,” the official said.
Ahead of the discussions, Kremlin spokesman Dmitry Peskov said on Friday Russia had not dropped its insistence on Ukraine yielding all of its eastern area of Donbas, the industrial heartland grouping the regions of Donetsk and Luhansk.
Putin’s demand that Ukraine surrender the 20 percent it still holds of Donetsk – about 5,000 sq km (1,900 sq miles) – has proven a major stumbling block to any deal. Most countries recognize Donetsk as part of Ukraine. Putin says Donetsk is part of Russia’s “historical lands.”
Zelensky has ruled out giving up territory that Russia has not been able to capture in four years of grinding, attritional warfare against a much smaller foe. Polls show little appetite among Ukrainians for any territorial concessions.
Russia says it wants a diplomatic solution but will keep working to achieve its goals by military means as long as a negotiated solution remains elusive.
Umerov, the secretary of Ukraine’s National Security and Defense Council, said late on Friday that the first day of talks had addressed parameters for ending the war and the “further logic of the negotiation process.”
Meanwhile, Ukraine came under renewed Russian bombardment.
Ukraine’s air force said Russia had launched 375 drones and 21 missiles in the overnight salvo, which once again targeted energy infrastructure, knocking out power and heat for large parts of Kyiv, the capital. At least one person was killed and over 30 injured.
Before Saturday’s bombardment, Kyiv had already endured two mass overnight attacks since the New Year that cut electricity and heating to hundreds of residential buildings. Ukraine’s deputy prime minister said on Saturday that 800,000 people in Kyiv – where temperatures were around -10 degrees Celsius – had been left without power after the latest Russian assault.
Zelensky said on Saturday Russia’s heavy overnight strikes showed that agreements on further air defense support made with Trump in Davos this week must be “fully implemented.”