Jews' Passover paraphernalia range from witty to weird
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LATELY, Passover, the commemoration of the Jews' liberation from slavery in Egypt, has been getting into the act. The holiday, which runs this year from Monday to April 18, has become an opportunity for entrepreneurs, who sell related merchandise that ranges from the serious (such as new versions of the Haggadah, the text that tells the story of the Passover) to the ridiculous. (A matzo-print skullcap? A bargain at US$8.99.) Last year, US consumers spent US$1.3 billion on Passover food, gifts, textiles and assorted Judaica, according to Menachem Lubinsky, the head of Lubicom, a marketing consultant firm. The figure has grown 12 per cent annually since 2011.
"The fact is, Passover is the most widely observed holiday on the Jewish calendar," Mr Lubinsky said. "Seventy per cent of American Jews go to at least one Seder." The holiday, he said, is "an opportunity for small-business owners and manufacturers to access a larger base of consumers than usual." In particular, since observant Jews do not eat certain foods during the eight days of Passover - most notably, bread - the market seems ripe for tasty substitutes.
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