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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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Is the art world finally ready to celebrate Diana Kurz?
Diana Kurz is on a roll. Last April, the 89-year-old, Viennese-born New York artist had a solo show of her abstract paintings, “Diana Kurz: A Journey of Discovery,” at the Lincoln Glenn Gallery in Chelsea. Motorists on the New York State Thruway can now see “The Hudson River Downtown, Triptych,” her large landscape reproduced as a permanent installation at the Ardsley Service Plaza, the first stop outside Manhattan. The US State Department recently chose two of Kurz’s still-life paintings for the US Embassy in Paraguay. And a series of Instagram reels featuring Kurz explaining aspects of her practice have earned her more than 24,000 followers. Kurz’s work will also be included in Lincoln Glenn’s “American Women Artists and the Century of Change,” opening later this summer.
“This is a time in New York to celebrate women artists of a certain age,” Kurz told me, mentioning that painters Joan Semel, Martha Edelheit, Lois Dodd and Judith Bernstein, all in their eighties and nineties, have been receiving renewed attention. “If you live long enough. But then, the work itself is what keeps you going.”
“Diana has been part of New York’s art culture since the early 1960s,” said Douglas Gold, co-founder of Lincoln Glenn, which focuses on artists who worked in New York between 1940 and 1980. “The women of this era continued painting despite an incredibly misogynistic culture. Dealers wouldn’t handle them or if they did, wouldn’t raise their prices, and the men of the period drank together and networked in downtown bars where women didn’t feel welcome. Historians, museums, people motivated to research this period, have taken note. It’s a moment to recognize the women who kept moving forward no matter what.”
‘One painting leads to another and another’
I first met Kurz in 1995 when I profiled her for the New York Jewish Week. Back then, the loft where she lives and works, a former doll factory in SoHo, had been taken over by a project both personal and enormous: larger-than-life paintings based on photos of men, women and children lost in the Holocaust, many of them her family members. She’d never intended to explore this material, had spent much of her artistic life avoiding the pain of her family’s narrow escape from the Nazis in 1940, when she and her parents boarded the last boat out of Southampton. Her father’s eyewear business had franchises beyond Austria, critical outposts that helped them flee.
When Kurz was growing up in Kew Gardens, Queens, in the 1940s and ‘50s, she was aware of family who’d perished in the concentration camps, but she also wanted to be an ordinary American and fit in. For many years, she denied her European background. Then, in 1989, on a trip to California, an aunt showed her a tiny photo of her uncle holding his baby daughter, both of whom died in the Holocaust (the family never learned the details of their fate) and she decided to make a painting based on the photo. “I never start out saying I’m going to do a big project, but sometimes one painting leads to another and another,” she told me.
A painter with roots in abstract expressionism, Diana is known for her dynamic use of color. “All that I learned painting abstractly, about composition, color, form and space, that’s in my figurative work too. It’s just as important to me as the image itself,” she said.
The luminous vitality of her palette and the depth it creates is what stays with me most in these works. In “Three,” which is nine-feet high, a father stands on crutches. He’s missing a leg, and on the lapel of his suit, he’s wearing the medal he earned in World War I. He holds the hands of his two small children, a little girl and boy each wearing the yellow star. The portrait is based on a photo of Eastern European Jewish war veteran Victor Fanjnzylber, whose heroic status exempted him from wearing the star but didn’t exempt his children. In the end, all three were still deported.
The little girl’s dress is a deep blue that almost glows, the boy’s shirt is apple green with yellow undertones (rhyming disturbingly with bits of the yellow star peeking out from under the suspenders of his short pants). The grey-violet of the father’s suit, with its folds and pleats, is deepened by its proximity to the daughter’s dress.
“Because of all the black-and-white photos we tend to associate with the Holocaust, people don’t realize how often the horrors took place on beautiful days, under clear skies,” said Kurz, “When reading people’s recollections, I was often struck by the irony of the fact that terrible, unspeaking things occurred while the sky was blue, with birds singing.”
‘I had no choice. I had to do that work.’
Kurz told me that she always knew she was an artist. “I remember my father saying to my mother that they’d better start frequenting museums because ‘if she’s going to be an artist we’d better know about it,’” she said. While working towards her MFA at Columbia in the late 1950s, she painted large, classically abstract expressionist paintings, and says she often learned more from her fellow students than from her teachers, who didn’t always take women seriously. Yet she persisted, and in 1966 won a Fulbright to Paris, where she was mentored by painter and art theorist Jean Hélion.
Hélion, a survivor of a German prison camp, encouraged her to try incorporating figures into her abstract work; he was the one who first gave her the photo that would become the painting “Three” two decades later. During residencies at Yaddo in 1968 and ‘69, she met Philip Guston, an important influence, who was remaking himself in those years, moving from the abstract to the tangible. Back in lower Manhattan, she became part of a group that included Mercedes Matter, Philip Pearlstein and Lois Dodd, all of whom were exploring figurative art and drew and painted from live models.
Solo shows followed, including three at the Green Mountain Gallery in the 1970s, and three at the Alex Rosenberg Gallery in the 1980s, highlighting her still life and portraiture. “Then I took on the Holocaust paintings and had no major shows for many years,” she said. “But I had no choice. I had to do that work.”
Kurz said she knew these paintings would be difficult to sell. “These are not portraits to hang over the couch or whatever,” she told me. Thus far, there have been 13 solo shows featuring the work, mostly in college and university galleries. “It’s allowed me to tell the history to newer generations, many of whom don’t know it.”
In 1998, the Bezirksmuseum Josefstadt in Vienna showed the “Remembrance” series in total as it existed then. Wien Museum (formerly known as the Historisches Museum der Stadt Wien) purchased two of the paintings. Another small canvas is at Yad Vashem. A major American museum has never done a comprehensive exhibit of all 18 portraits. This would seem the time for it.
Meanwhile Kurz continues to paint. “For me, inspiration comes through working,” she said. “You can’t sit there and wait for it.” Since 2005, she’s been painting a series of “small portrait heads,” mostly of actors, musicians, and dancers, young people from every possible background and ethnicity who are now filling up the same walls where “Remembrance” once dominated. The sitters are mostly under 30, and “I can look at them and see all this potential.” There are 43 so far, though she hopes one day to reach a hundred, and perhaps do an installation.
“I tell the models just to sit and look at me, and everyone puts such different energy into it. I find it fascinating,” said Kurz. “I love painting from life.”
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A Jewish soldier died saving a Christian friend. Eighty years later, a grave reunited their families.
At a cemetery outside Florence, Italy, two families gathered around the grave of a young American soldier. For decades, they were unknown to each other. Yet they had been connected for 80 years.
Private First Class Frank T. Kurzinger was born in Germany and arrived in the United States with his family in 1938 after fleeing Nazi persecution. A few years later, he returned to Europe in an American uniform as a soldier in the 10th Mountain Division.
During training, he became close friends with a soldier from Wisconsin named Del Riley. The two met in 1943.
In February 1945, the division was preparing to assault Mount Belvedere in northern Italy. The attack would take place at night. Soldiers climbed in silence. Even their weapons had been unloaded to prevent an accidental discharge.
Ahead of Riley, a scout stepped on a landmine. The explosion tore through the darkness, severely wounding both men.
Riley called for a medic, and Kurzinger responded. He took several steps toward his friend, stepped on another landmine, and was killed. He was 21. Riley survived.
For the rest of his life, he wondered whether Frank Kurzinger might have survived the war had he never shouted for help.
“It really pained him,” said Shalom Lamm, co-founder and chief historian of Operation Benjamin. According to family accounts, Riley lived with survivor’s guilt for the rest of his life.
For a time, it seemed possible that Kurzinger himself would slowly fade from memory.
His family was small. The Holocaust had left gaps in family memory and silenced many conversations about the past. In remarks delivered at the 2025 dedication of Kurzinger’s new headstone, family member Michael Stern reflected that Frank had become little more than a distant name.
“There were no photographs,” Stern said. “No yahrzeit to observe, no role for him in stirring the longings for the warmth and intimacy of the larger family.” He might have remained, Stern said, “an anonymous stranger.”
Instead, a grave brought his life into relief.
The ceremony at Florence American Cemetery was organized by Operation Benjamin, a nonprofit that identifies Jewish servicemembers and veterans buried beneath incorrect religious markers and helps restore headstones that reflect their faith.
Kurzinger had been buried beneath a Latin Cross. Aware of the danger a German-born Jew would face if captured by the Nazis, he identified as Catholic on his dogtags.
Eight decades after he was buried, a Star of David was placed above his grave.
Yet the headstones are only part of the work. There is also the responsibility of restoring stories before they fade.
Operation Benjamin’s researchers reconstructed Kurzinger’s story. They traced descendants and gathered family memories. They also located the family of Del Riley, the Wisconsin soldier whose life Kurzinger had tried to save. The two families met for the first time in Italy ahead of the ceremony.
The next day they stood together at the cemetery.
For Lamm, Operation Benjamin is not simply about correcting the historical record. It is about zachor, the Jewish obligation to remember. He points to an unexpected moment in the Book of Exodus. As the Israelites leave Egypt, Moses fulfills a promise made generations earlier: “And Moses took with him the bones of Joseph.”
Joseph asked the Israelites to swear that when God redeemed them, they would carry his remains with them.
Lamm sees Operation Benjamin’s work as a series of “Moses moments.”
“No matter what’s going on in the world,” he said, “never forget your heroes.”
The stories beneath the stones
The organization’s work grew from a simple question. In 2014, Rabbi Jacob J. Schacter visited the Normandy American Cemetery and remarked that he expected to see more Stars of David among the graves. The observation led researchers to discover cases in which Jewish servicemembers had been buried beneath crosses because of wartime paperwork errors, mistaken records, or decisions made under extraordinary circumstances.
Since then, Operation Benjamin has reviewed thousands of cases and helped facilitate dozens of headstone corrections.
But a new headstone is only part of the story. Operation Benjamin’s researchers reconstruct lives that might otherwise be forgotten. “We will not forget you,” Lamm said. “We go back. We tell your story.”
In his remarks at the graveside, Stern reflected on what the journey had meant to his family. “Through the unlikely context of death and burial,” he said at the ceremony, “he has become a tangible link to life, to our roots, our history and the lineage from which we come. A second cousin once removed no longer feels as distant or abstract.”
In prepared remarks released by the U.S. Mission in Italy, U.S. Consul General Daniela Ballard noted that Kurzinger’s name was one of 4,392 at the military cemetery.
“Every name represents a young life lost and a family left behind,” she said. “But today, we are all Frank’s family. We are the ones who carry his memory forward.”
In remarks shared by Operation Benjamin after the ceremony, members of the Riley family described climbing Mount Belvedere with a commemorative challenge coin. One side bore Del Riley’s name and a Christian cross. The other bore Frank Kurzinger’s name and a Star of David.
The two men had set out for the mountain together in February 1945. Neither completed the mission. Frank was killed. Del was wounded. Eighty years later, the Riley family carried both men to the summit. They buried the coin at the 10th Mountain Division memorial.
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Israeli citizen Michael Mizrahi killed in Montreal shooting
(JTA) — Michael Mizrahi, an Israeli citizen and longtime member of Montreal’s Jewish community, has been identified as the civilian killed in Monday’s shooting involving a gunman and Canadian police officers in Montreal’s Côte-des-Neiges neighborhood.
The suspected gunman was killed during the incident, the investigation of which is ongoing. Police have not publicly released the suspect’s identity or provided details about a possible motive. They also have not confirmed who shot Mizrahi.
The Israeli Consulate in Montreal confirmed Mizrahi’s death, saying in a statement that he was an Israeli citizen and extended condolences to his family “on behalf of the people and the State of Israel.” The consulate said his family “knows all too well the horrors of terror and violence, making this tragic loss even more painful.”
Montreal police Constable Mohamed Lamine Benredouane, 34, was also fatally shot responding to the incident, according to police.
The Service de police de la Ville de Montréal said Benredouane died in the line of duty while protecting the public during an intervention in Côte-des-Neiges, a heavily Jewish neighborhood. He had served with the force since 2021.
A second officer, who is female, was also shot and remains in critical condition, police said.
Quebec’s Bureau des enquêtes indépendantes, the province’s police watchdog, has opened an independent investigation into the use of a firearm by a police officer in a fatal confrontation.The Quebec police watchdog group states that it is “mandated to fully investigate the facts surrounding police interventions. The BEI investigates all cases where a person, other than a police officer on duty, dies, suffers serious injury, or is injured by a firearm used by a police officer during a police intervention or while in police custody.“
A number of Canadian Jewish groups published statements assuring the Jewish community that they were not in danger. The UJA-Federation of Toronto put out two statements explaining that the Jewish community did not appear to be a target.
The Centre for Israel and Jewish Affairs, the advocacy arm of Canadian Jewish Federations, also put out a statement mourning the loss of a community member.
“We mourn the tragic loss of Michael (Michel) Moshe Mizrahi z”l, a beloved member of Montreal’s Jewish community, an innocent victim of today’s events,” the group posted on X on Monday night. “Our thoughts and our deepest condolences are with his family, friends, and loved ones during this time of unimaginable pain.”
Israel’s Foreign Minister Gideon Sa’ar wrote on X that he had called the Chabad Rabbi of Montreal Mendel Raskin to extend his “deepest condolences to the families of the victims, to the Jewish community of Montreal, and to all Canadians mourning this terrible loss.”
This article originally appeared on JTA.org.
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