Uncategorized
The Hanukkah merch market has exploded. But are Jews feeling more represented?
(JTA) — It was early November when Nicholas Wymer-Santiago walked into his local Target in Austin, Texas, and realized it was beginning to feel a lot like Hanukkah.
Instead of an endcap with a limited array of Hanukkah basics, as he had seen in past years, there stretched out a whole aisle of holiday products: pillows; dreidel-shaped pet toys; window decals; menorahs in the shape of lions, corgis and whales; and so much more. Even the $5-and-under impulse-buys section filled with seasonal products had a supply of Hanukkah goods, including a Star of David-shaped bowl and a set of dishes labeled “sour cream” and “applesauce.”
“In a good way, it was overwhelming at first, because there’s so much and I kind of want to buy it all,” Wymer-Santiago recalled feeling as he stood in the holiday section, looking up at a large photograph of a Hanukkah celebration alongside others showcasing Christmas.
The higher education administrator at the University of Texas decided to limit himself, at first taking home just a tea towel and a matching mug printed with a Hanukkah motif.
“And then I came back twice, maybe three times and each time I bought more and more items that I know I probably don’t need,” he said. “I think I’ve just had so much excitement about the novelty of it all, and having the ability to purchase these items, many of which I’ve never seen before.”
Wymer-Santiago is hardly alone in loading his cart with Hanukkah merchandise. Across the United States, big-box stores appear to be stocking more Hanukkah products than ever — and while off-color items such as Hanukkah gnomes and “Oy to the World” dish towels have raised eyebrows, the real story might be that American retailers have decked their shelves with menorahs, tableware and other items that are appropriate, affordable and often downright tasteful.
For many American Jews, the result is a sense of inclusion at a time of unease — although some are wrestling with what it means to have access to a fast-fashion form of Judaica.
“It is very exciting to go into Target or Michaels or a Walmart and to see Hanukkah merchandise,” said Ariel Scheer Stein, an influencer who shares crafting and holiday content for Jewish families on Instagram, where she has more than 20,000 followers.
Social media influencers in Miami, New York City and Denver respond to the flood of Hanukkah products at their local Target shops in 2022. (Instagram/@jamwithjamie/@cupofjo)
“The feeling is almost like pride and like we’re being seen and represented,” Stein added. “In a sea of Christmas … it feels really great, even if it’s a much smaller representation, that the Jewish holiday is there also and the Jewish community is being acknowledged and represented.”
The idea that retailers have stocked up on Hanukkah goods to make Jews feel represented is tempting, but it’s probably not the only reason for a shift in the market, according to Russell Winer, deputy chair of the marketing department at New York University’s Stern School of Business. He said that while an endcap — the small set of shelves at the end of an aisle — might sometimes be given over for symbolic purposes, the devotion of an entire aisle at the busiest time of the year is purely a business decision.
“These stores are very sophisticated in what they put in them,” Winer said. “They’re not going to put stuff on the shelves, especially at the holidays, if they don’t think they’re going to sell.”
There are signs that the Hanukkah market might be much wider than the proportion of Americans who identify as Jewish, 2.5%, would suggest. Numerator, a respected consumer trends polling firm, found in a survey of 11,000 consumers conducted in January 2022 that 14% of respondents said they were “definitely” or “probably” celebrating Hanukkah this year, compared to 96% for Christmas. More than half of the Hanukkah celebrants said they expected to spend more than $50 on the holiday — suggesting that retailers can expect hundreds of millions of dollars in Hanukkah spending this year.
Part of that marketplace is the growing number of families in which Hanukkah is celebrated alongside other holidays, usually Christmas. Most American Jews who have married in the last decade have done so to people who are not Jewish, according to the 2020 Pew study of American Jews; most of them say they are raising their children exclusively or partly as Jews. They may want to have products that allow Hanukkah to share the stage equitably with the other celebrations in their family.
“I’m not terribly surprised from a cultural standpoint that there’s more merchandise,” said Winer, who is Jewish. He said he and his wife had purchased Hanukkah stockings for their grandchildren, who are being raised in two faith traditions. (Evangelical Christians and Messianics, those who adopt Jewish practices while believing in the divinity of Jesus, also represent an emerging market for Jewish ritual objects.)
Stein offered another theory to explain the uptick in interest in Hanukkah products: the fact that social media and Zoom meetings have made home lives more transparent than ever.
“The communal sharing of lives, whether you’re an influencer or even my friends on Facebook showing what their display is this year or taking a picture of a recipe they were really proud of, making latkes from scratch — there’s just more visibility than there has been in the past,” she said. “And that’s probably a factor.”
Whatever the reasons, shoppers are noticing. Like Stein and countless other Jewish influencers, Rabbi Yael Buechler, a devoted observer of Jewish consumer trends, has offered tours of Hanukkah merchandise to her social media followers. Wearing Hanukkah pajamas that she designed and sells, Buechler has posted 14 videos to TikTok showcasing the Hanukkah collections of national retailers and assigns each store a “yay” or “nay” based on several metrics, including whether items display accurate Hebrew or appear to be generic blue-and-white items being passed off as made for the holiday. The videos, which have been viewed hundreds of thousands of times, have given her a broad view of what’s available to the Hanukkah consumer.
Welcome to the second installment of Hanukkah merch: YAY or NAY? .@target edition .Items were rated by:If the product was beyond blue & white Correct Hebrew Whether the Hanukkiyah was kosher If the Hanukkah pun was goodWhether animal was Hanukkah punnable (i.e. Menorasaurus) .#hanukkahiscoming #hanukkahfails #hanukkahcountdown #hanukkahyayornay #yayornay #hanukkah2022 #targetfinds #hanukkahpresents #hanukkahpjs #hanukkahgifts #hanukkahcheck #chanukah2022
“I see a lot more products this year than any other year,” said Buechler, who works at a Jewish school outside New York City. “I see a lot of new prints. I see more creativity in the market. I see more humor in the market.”
Like Wymer-Santiago, Buechler said Target, which has 2,000 locations across the United States, stood out as offering the widest array of products and the lowest proportion of “fails,” or products that miss the mark religiously, culturally or aesthetically.
“They have really stepped it up,” Buechler said. “Target also carries the Nickelodeon ‘Rugrats’ Hanukkah sweatshirts that are just brilliant. … I would definitely say they get the biggest ‘yay’ for this year.”
Target, which has a track record of using inclusive imagery in its advertisements and in-store promotions, declined to answer questions about its offerings, including how much bigger its Hanukkah collection is this year than in the past and how widely the products for Jewish buyers have been distributed. But a spokesperson said the feeling Wymer-Santiago and Stein described after visiting their local stores is exactly what the company is trying to cultivate.
“Target is committed to creating an inclusive guest experience in which all guests feel represented,” the spokesperson wrote in an email. The spokesperson noted that Target’s Hanukkah assortment “was developed in collaboration with Jewish team members and input from our Jewish employee resource group” and crosses several of the retailer’s in-house brands.
One of those lines, Opalhouse by Jungalow, was created by a Jewish artist, Justina Blakeney. Last year, Blakeney’s first Hanukkah collection included plates and pillows, as well as a gold menorah shaped like a dove. This year, Blakeney added new pillow designs and a clay menorah.
Target’s website prominent promotes Hanukkah products, including from a house brand by a Jewish creator named Justina Blakeney. (Screenshot)
“If I could go back in time and tell elementary-school-aged Justina (or ‘Tina’ as I was called back then) that I would have a chance to design a Hanukkah collection for Target, I would have lost my mind,” she wrote in an October blog post revealing the collection.
Hanukkah goods have always been widely available through Jewish merchandisers and at synagogue bazaars — but those products have been available only to people who already engaged in Jewish communities. Amazon and other online retailers have increased access, but only for people who are hunting for Hanukkah supplies. A Hanukkah aisle at Target, in contrast, reaches the many Jews who may not already have robust holiday traditions.
Stein, who said she particularly regretted not snapping up a marble dreidel sculpture that quickly sold out at Target, said she saw only benefits in promoting major retailers’ Hanukkah offerings, even if doing so has made her something of an unpaid advertiser at times.
“Right now, especially with the rise of antisemitism, if there are ways that we can spur Jewish joy — and for me, that’s by sharing and inspiring people with different kinds of Hanukkah merch and home decor and jewelry — I think that’s great,” she said.
Not everyone is thrilled by the shift in the marketplace. The sweeping Hanukkah displays are drawing criticism from those who have long lamented that the American primacy of Christmas has caused Jews to focus too much on a minor holiday, while leaving holidays with more religious significance relatively uncelebrated.
“I think: What would it feel like to see a giant Shavuot display?” Wymer-Santiago said.
The fast-fashion aspect of the big-box retailers’ offerings, many of which are imported from China, also raises concerns about whether easy access to trendy Judaica comes at environmental and cultural costs.
“How about we don’t extract fossil fuels to make crap that no one needs and that makes Jewish communities less distinctive?” asked Dan Friedman, a writer and longtime climate activist, though he emphasized that systemic change, rather than tweaks to purchasing decisions by Jewish consumers, is needed to avert climate catastrophe.
For Buechler and others, the benefits of a mass-market Hanukkah merchandise boom outweigh any possible drawbacks.
“As a rabbi, I am all for anything that will make Hanukkah celebrations more engaging and potentially lengthen a family celebration,” said Buechler, who said her own collection had outgrown the four tubs it occupied several months ago, and that one of her favorite purchases was of a Hanukkah sweater for lizards that she bought for a friend’s guinea pig.
“I really do believe that owning different kinds of Hanukkah merch, whether apparel or otherwise, will increase the likelihood that a family will celebrate with friends with family for more nights than they would have last year,” she added.
Nicholas Wymer-Santiago takes a selfie showing off his menorah collection, mostly acquired at his local Target in Austin, Texas. (Courtesy of Wymer-Santiago)
Wymer-Santiago plans to celebrate the holiday with his family in Ohio, meaning that he will be leaving behind much of this year’s Target haul in his Austin apartment: the device that makes dreidel-shaped waffles, the window decals that advertise the holiday to passersby, the giant dreidel-shaped jar that he has filled with, well, dreidels. He said he planned to make room in his suitcase for at least one item: a $5 menorah that reminds him of his dog.
Wymer-Santiago said a piece of him worried that Target was taking advantage of his excitement about Jewish representation, the way it has been criticized for doing around LGBTQ Pride celebrations, to sell him stuff he doesn’t need.
“Every time I buy something from Target in general, but definitely for Hanukkah, I think about this,” he said. “But then I think: This thing is so cute. And I just need it.”
—
The post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.
Uncategorized
‘It’s the Jews’: San Diego mosque shooters decried ‘the universal enemy’ in hate-filled manifesto
The two young men who killed three people at a San Diego mosque on Monday published a conspiracy theory-filled manifesto whose primary focus was on Jews, calling them the “universal enemy.”
The manifesto’s contents also suggest they may have had additional plans to target Jewish institutions.
Authorities have identified Cain Lee Clark, 17, and Caleb Liam Vazquez, 18, as the shooters who killed a security guard and two members of the Islamic Center of San Diego. The two livestreamed the attack before both were found dead in a car by apparent suicide, blocks away from the mosque.
The three killed at the mosque were Amin Abdullah, 51, Mansour Kaziha, 78, and Nadir Awad, 57.
Jewish leaders across the country and in San Diego widely condemned the attack.
The 74-page manifesto, which contains a section written by each shooter, reveals a wide-ranging hatred rooted in white Christian nationalist ideas, including Great Replacement Theory, and fueled by the two teenagers’ own social alienation. Among the other groups attacked in the document are Muslims, women, Black people, gay and transgender people, and immigrants.
But the shooters’ deepest resentment seemed reserved for Jewish people.
‘The universal enemy’
The manifesto listed previous antisemitic shootings at the Tree of Life synagogue and Chabad of Poway among the teens’ many sources of inspiration, calling the assailant in the latter incident a “saint.” It called the Jews “the children of Satan.” It denied the Holocaust as a “complete fabrication.” Vazquez called Adolf Hitler his hero; in his section, Clark wrote out the Fourteen Words, a neo-Nazi declaration.
“Everyone has their own idea of who is to blame for all the wrong in the world,” Vazquez wrote in a section titled “The Universal Enemy.”
He printed his answer to the question four times in a row in all capital letters: “It’s the Jews.”
Authorities have said the shooters met online before realizing they both lived in the San Diego area, without specifying the platform where they met.
But the document’s cover pages also provided a clue to their radicalization, bearing the insignia of Atomwaffen Division, a neo-Nazi group that emerged during the first Trump administration.
Atomwaffen members are part of a network of mostly online extremist groups that subscribe to “accelerationism,” the idea that forcing societal collapse through an all-out race war is the only way to restore white supremacy and save civilization. The idea is propounded by a white nationalist named James Mason, author of a book called Siege that both shooters cited.
“Though officially I was not a part of any groups or organizations there are many I support, I would even go so far as to say I did it for Atomwaffen Division, Terrorgram, The Base, and North Korea,” Vazquez wrote.
Atomwaffen members have been convicted in previous antisemitic murders. In 2019, one named Samuel Woodward lured a gay and Jewish college student named Blaze Bernstein to an Orange County park before stabbing him to death. Woodward, who was 20 at the time, is now serving a life sentence, and Atomwaffen fractured into other groups in the years after his arrest.
Secondary targets
Whereas the shooters were unsparing toward Jews in the manifesto, with Vazquez calling them the “most evil creature in the world,” they espoused mixed feelings about Muslims in the document before they killed three. “I don’t hate Muslims, at least not really,” Vazquez wrote. “What I hate is the religion of Islam itself and them invading my country.”
He added that Islam “is completely contradictory to both Western morals and values and Christianity.”
But he wrote only three paragraphs about Islam and Muslims — about one page — before the section ends with the word “unfinished” in brackets.
Clark appeared more committed to the eradication of Islam in his writing. Muslims and Jews, he said, “must be isolated and exterminated.” Yet he, like Vazquez, wrote several pages denigrating Jewish people.
The shooters did not state why they ultimately targeted a mosque. Vazquez wrote their plan was to “cause as much death and destruction” as fast as possible with a “diverse” selection of targets. The document provides lines for listing three separate locations, but none of them are filled out.
“All locations were surveyed and mapped out to the best of our ability,” he wrote.
The post ‘It’s the Jews’: San Diego mosque shooters decried ‘the universal enemy’ in hate-filled manifesto appeared first on The Forward.
Uncategorized
Rep. Dan Goldman urges ‘no’ vote on proposed Brooklyn Israel boycott, warning of antisemitism
Rep. Dan Goldman of New York and his primary challenger Brad Lander are wading into the contentious debate over a proposed boycott of Israeli products at a Brooklyn cooperative grocery store ahead of an expected vote next week.
In a statement shared exclusively with the Forward on Wednesday, Goldman urged members of the popular Park Slope Food Coop in Brooklyn to attend a May 26 vote and cast ballots against the boycott resolution — and condemned the measure as antisemitic.
“Everyone is free to criticize the Israeli government — which I do not hesitate to do — but joining a movement that was founded on the principle of the elimination of Israel will have no impact on the Israeli government or the Israeli economy,” Goldman said in his statement. “Instead, it only succeeds at shifting the responsibility for the Israeli government’s actions to American Jews — which is quintessential antisemitism.”
Goldman said that he is aligning himself with Rabbi Rachel Timoner of Congregation Beth Elohim, a progressive leader, as the debate has spilled into local politics and Jewish communal life in the progressive neighborhood.
The resolution says the boycott would persist “Until Israel complies with international law, including by ceasing unlawful discriminatory practices, in its treatment of Palestinians.”
Timoner addressed the proposal in her weekly Shabbat sermon earlier this month.
“Many simply want to see the Palestinian people be free and safe and equal, and I do too, but this is not the way,” Timoner said. “This way is wrong.
Calling it a “proxy war” to what has been dividing Americans in recent years over the Israeli-Palestinian conflict, one “that is laced with antisemitism, Timoner said that many members of her congregation — she and herself — would be forced to resign from their co-op membership if the resolution passes.
The rabbi’s sermon reflected the careful line she has tried to walk since the Oct. 7, 2023 Hamas attack and the war in Gaza — openly criticizing Israeli government policies while rejecting the singling out of Israel. In March 2024, Timoner attended for the first time what was then a weekly protest to call for a bilateral ceasefire and hostage deal, one that Lander attended regularly. In her remarks she said that she had held back until then from calling for a ceasefire in Gaza “because it was being used by people who celebrated Oct. 7, people who do not hold Hamas responsible, and people who want to eliminate the state of Israel — and I did not want to be associated with that.”
Timoner is a co-founder and board member of the New York Jewish Agenda, a progressive advocacy group formed in 2020 to be a voice for liberal Jews in New York. Lander is a member of NYJA’s leaders network. A Goldman campaign official noted that the congressman and Timoner have met several times privately to discuss issues affecting the district and that Goldman has attended services at Beth Elohim in the past.
Goldman, the two-term incumbent, challenged his Democratic primary rival to publicly oppose the measure as well, “to stand with our neighbors, and make it clear that this dangerous bigotry has no place in our city.”
Lander, a close ally of New York City Mayor Zohran Mamdani, told the Forward he isn’t a member of the Coop but would vote against the resolution if he were, pointing to Timoner’s sermon. “Principled people can disagree here,” Lander said in a statement that did not take a position on the resolution. “Boycotts, divestments, and sanctions are legitimate tools of advocacy campaigns. Unlike my opponent, I don’t believe all opposition to Israel is antisemitic.”
A long-running boycott fight
The proposal to boycott Israeli products has riven the Brooklyn institution’s roughly 16,000 members. It was introduced in 2024 by a local advocacy group called Park Slope Food Coop Members for Palestine. The resolution would require the Coop to boycott Israeli-made products “until Israel complies with international law in its treatment of Palestinians.”
Coop4Unity, opposing the resolution, is urging shoppers to “bring back cooperation” and “stop polarization.”
The measure is largely symbolic, given that the Coop only carries a handful of items imported from Israel, like EcoLove shampoo and conditioner. At least one, Al Arz tahini, is made by an Israeli Arab in Nazareth. The coop first considered a boycott resolution in 2012.
The debate has grown increasingly heated in recent months, erupting most recently publicly during a general meeting when a member made said “Jewish supremacism is a problem in this country,” a remark that many attendees and Jewish organizations condemned.
The comment — which received applause at the meeting — came during a second resolution that would lower the voting threshold for boycott measures from 75% to 51%.
Goldman strongly condemned the remarks in his statement on Wednesday. “That is not a critique of Israeli policy or advocacy for Palestinian rights,” he said. “It is an old and ugly antisemitic conspiracy theory that fueled the Nazis and then was used by David Duke and the Ku Klux Klan.”
A heated primary over support for Israel
The boycott fight is the latest issue in an already heated primary challenge to Goldman being largely battled over Israel and antisemitism.
Last month, Lander, who has described himself as a liberal Zionist, joined some progressive House members in calling for an end to U.S. aid to Israel. Lander — who described Israel’s actions in Gaza as “genocide” — said he would apply that as well to Israel’s defensive Iron Dome system, high-tech missile interception that protects lives, property and infrastructure against assaults from Iran and allied groups, including Hamas and Hezbollah. Lander said that Israel has the ability to purchase its defense with its own funds.
The 10th Congressional District, which includes Borough Park and Park Slope in Brooklyn as well as parts of lower Manhattan, voted heavily for Mamdani, an outspoken critic of Israel. Mamdani is backing Lander in the primary.
Goldman, an heir to the Levi Strauss fortune and former Trump impeachment prosecutor who was elected in 2022, is aligned with the mainstream positions of national Democrats on Israel: supportive of Israel’s security while finding a pathway for a two-state solution, sharply critical of Prime Minister Benjamin Netanyahu’s right-wing government, and opposed to settlement expansion and settler violence.
Recent polling has shown Goldman trailing Lander in the June 23 primary.
Goldman framed the Coop dispute as about something larger than electoral politics. “It’s time we unite together on this issue,” he said, “and fight for the safe, loving, inclusive community we all deserve.”
Additional reporting by Mira Fox.
The post Rep. Dan Goldman urges ‘no’ vote on proposed Brooklyn Israel boycott, warning of antisemitism appeared first on The Forward.
Uncategorized
Itamar Ben-Gvir draws criticism from Netanyahu for video taunting detained flotilla activists
(JTA) — Prime Minister Benjamin Netanyahu has joined a chorus of Israelis and Jews denouncing his national security minister, Itamar Ben-Gvir, for posting a video that showed Ben-Gvir taunting detained activists from a Gaza-bound aid flotilla that had been intercepted by the Israeli navy.
“Welcome to Israel, we are the masters,” Ben-Gvir said in the video as he waved a large Israeli flag above the detained activists, who could be seen blindfolded and kneeling on the ground with their hands behind their backs.
Roughly 430 activists that took part in the Global Sumud Flotilla, which set sail from Turkey last Thursday, were brought to the city of Ashdod aboard Israeli naval ships on Wednesday, marking the latest in a long-running series of confrontations between Israel and activists seeking to break its naval blockade of Gaza.
In a second video posted on social media, Ben-Gvir said that the activists “came here all full of pride like big heroes. Look at them now,” appealing to Netanyahu to grant him permission to imprison them.
ככה אנחנו מקבלים את תומכי הטרור
Welcome to Israel 🇮🇱 pic.twitter.com/7Hf8cAg7fC
— איתמר בן גביר (@itamarbengvir) May 20, 2026
Netanyahu said in a statement that he had instructed authorities to deport the activists “as soon as possible.” But he also offered a public rebuke of Ben-Gvir.
“Israel has every right to prevent provocative flotillas of Hamas terrorist supporters from entering our territorial waters and reaching Gaza,” Netanyahu said. “However, the way that Minister Ben Gvir dealt with the flotilla activists is not in line with Israel’s values and norms.”
The foreign ministers of several countries, including Canada, Spain, France, the Netherlands and Italy, also condemned the videos and summoned their Israeli diplomats to answer for the display.
But some of the sharpest criticism came from within Israel, where Ben-Gvir plays a crucial role in maintaining the governing coalition while also engaging in antics that threaten to flare tensions and undercut the country’s claims that it behaves in accordance with international law.
Ben-Gvir is “not the face of Israel,” tweeted Foreign Minister Gideon Saar in English.
“You knowingly caused harm to our State in this disgraceful display — and not for the first time,” Saar wrote. “You have undone tremendous, professional, and successful efforts made by so many people — from IDF soldiers to Foreign Ministry staff and many others.”
Ben-Gvir’s videos come as his antics and rhetoric have drawn new scrutiny in recent days. Last week, he departed from longstanding norms and waved an Israeli flag on the Temple Mount, a Muslim holy site, in a show of Jewish supremacy. His oversight of Israeli prisons, where he has said he wants to see prisoners given only the minimum of food and comfort as required by law, also drew attention because of a New York Times column alleging sexual abuse of Palestinian prisoners.
Progressive groups heavily criticized Ben-Gvir’s video, saying that it was inappropriate for him to be part of the Israeli government.
“The disgusting images of Israel’s National Security Minister abusing detainees from the Gaza flotilla are not just bad optics,” tweeted Mickey Gitzin, the acting CEO of the New Israel Fund. “A government that gives a Kahanist this kind of power has already abandoned any notion of decency. These grotesque images are the real face of current Israeli policy.”
Ben-Gvir’s videos showing the treatment of participants in the latest flotilla offered a contrast to other recent interceptions in which Israel has released footage appearing to show activists being treated without force. When past arrestees from flotillas have alleged abusive treatment, Israel has denied it.
The organizers of the Global Sumud Flotilla said all of its boats had been intercepted by Israel by Tuesday evening, accusing Israel of employing “illegal, high-seas aggression.” The Israeli Foreign Ministry said no live munition was used during the operation, which it said was necessary because it will “not permit any breach of the lawful naval blockade on Gaza.”
Among the activists aboard the more than 50 boats in the flotilla was the sister of Irish President Catherine Connolly. On Tuesday, Connolly, who was elected in October and has a record of anti-Israel rhetoric, called the detention of Irish activists aboard the flotilla “unacceptable.”
The post Itamar Ben-Gvir draws criticism from Netanyahu for video taunting detained flotilla activists appeared first on The Forward.