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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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Trump-MBS Dealmaking Shaped Gaza Vote at UN, Empowering Hamas, Israeli Analysts Warn
US President Donald Trump greets Saudi Crown Prince and Prime Minister Mohammed bin Salman, during a dinner at the White House in Washington, DC, US, Nov. 18, 2025. Photo: REUTERS/Tom Brenner TPX IMAGES OF THE DAY
This week’s UN Security Council resolution endorsing US President Donald Trump’s 20-point Gaza peace plan was timed to appease Western and Arab governments and deliberately crafted to blur the question of Palestinian statehood in pursuit of broader regional interests, according to Israeli analysts, who warned the move risked empowering Hamas and endangering Israel’s security.
Einat Wilf, a former member of Israel’s parliament, known as the Knesset, said the UN resolution intended to remove the Palestinian question from the headlines but could lay the groundwork for “another Oct. 7,” referring to Hamas’s Oct. 7, 2023, massacre across southern Israel, by repeating the same policy of ambiguity that allowed the Palestinian terrorist organization to regroup under previous ceasefire agreements.
Dan Diker, president of the Jerusalem Center for Security and Foreign Affairs (JCFA), argued the vote was strategically timed to coincide with Trump’s meeting with Saudi Crown Prince Mohammed bin Salman in Washington. The US president sought to pair international endorsement of his 20-point Gaza plan with Saudi commitments toward normalizing relations with Israel. Bin Salman, also known as MBS, told reporters in the Oval Office on Tuesday that he was open to joining the Abraham Accords, a series of US-brokered Arab-Israel normalization agreements, if credible progress toward Palestinian statehood could be demonstrated.
The Trump administration aimed to show that the “pathway to implementing Stage Two of the Gaza plan — which includes the International Stabilization Force and a framework for Palestinian statehood — is already in place,” Diker told The Algemeiner in a phone call. “The goal was to get international sanction through the UN so the White House could silence naysayers who claim the plan is a Trump-Israel conspiracy.”
A new poll conducted by the JCFA ahead of the Security Council vote found that 70% percent of Israelis opposed the creation of a Palestinian state under current conditions, with opposition rising to just under 80% among Jewish Israelis. Even when linked to Saudi normalization, the overwhelming majority (62%) remained opposed.
According to Diker, the UN resolution was largely declarative and would not bring the region closer to a Palestinian state. The real agenda rested with Saudi-US ties, with MBS telling Trump that Saudi investments in the United States would increase to nearly $1 trillion. Palestinian statehood figured mostly as lip service, and while Israel signed on, the Palestinian leadership in the form of the Fatah-led Palestinian Authority has proven incapable of governing its own public, with polling consistently showing Hamas as the preferred choice among Palestinians — both in Gaza and the West Bank.
“It’s an ironic development that the great Western powers pushing for a Palestinian state are essentially strengthening Hamas’s hand as the effective leadership of the Palestinian people following the Oct. 7 massacres,” he said.
Wilf, who recently announced her return to politics with her newly formed Oz party, argued that Washington’s goal is to push the Palestinian issue “off the headlines” long enough to advance its broader Middle East agenda.
“The Abraham Accords are no longer about normalizing relations with Israel,” she said in a briefing with reporters on Wednesday. “It’s basically American shorthand for bringing the Islamic and Arab world into the Western orbit in a more structured way and pulling them as much as possible away from China.”
Wilf warned that while Washington’s approach of “constructive ambiguity — the vague language now anchoring the resolution — may serve its short-term strategic goals for the conflict, it puts Israel at risk. By avoiding clear definitions of what a reformed Palestinian Authority or a de-radicalized Gaza would mean, she argued, the resolution leaves the same loopholes that allowed Hamas to rebuild in the past.
The deeper problem, Wilf argued, is a pervasive Palestinian ideology built on rejecting Jewish sovereignty. Until that changes, efforts toward statehood will remain hollow, a dynamic she summed up as “Schrödinger’s Palestine” — a state when it comes to attacking Israel in international forums but not a state when it comes to taking responsibility for its own actions.
Diker said the tension Wilf described has already become a “built-in collision” between Western diplomacy and Palestinian realities.
“The West is acting in a rather colonialist manner by refusing to note the democratic choice of the Palestinian people,” he said. “Oct. 7 was Hamas’s crowning achievement to ultimately uproot and replace the Fatah-led leadership of the Palestinian street.”
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Iran ‘Has No Choice’ but to Move Capital as Water Crisis Deepens, Says President
People shop water storage tanks following a drought crisis in Tehran, Iran, Nov. 10, 2025. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
Iranian President Masoud Pezeshkian affirmed on Thursday that the country “has no choice” but to relocate its capital, warning that severe ecological strain has made Tehran impossible to sustain — even as the regime spends billions of dollars rebuilding its military and nuclear infrastructure and backing its terrorist proxies.
In a televised national address, the Iranian leader renewed his call to relocate the capital, asserting that the deepening crisis has “rendered the city uninhabitable.”
Pezeshkian said Iran’s water, land, and infrastructure systems are under such extreme pressure that relocating the capital is now unavoidable, adding that when the move was first proposed, the government lacked even a minimal budget to pursue it.
“The truth is, we have no choice left — relocating the capital is now a necessity,” he said during his speech.
With parts of the city sinking up to 30 centimeters a year and water supplies dwindling, Pezeshkian described Tehran’s current situation as a “catastrophe.”
He urged government ministries and public officials to coordinate their efforts to avert a grim future for the country.
“Protecting the environment is not a game,” the Iranian leader said.
“Ignoring it is signing our own destruction,” he continued, explaining that Tehran can no longer cope with population growth or the city’s expanding construction.
Among the solutions considered to tackle the crisis, one has been importing water from the Gulf of Oman. However, Pezeshkian noted that such an approach is extremely costly, with each cubic meter costing millions to deliver to Tehran.
Earlier this year, the Iranian regime announced it was considering relocating the capital to the Makran coast in the country’s south, a remote region overlooking the Gulf of Oman, in a bid to ease Tehran’s congestion and alleviate its water and energy shortages.
Advocates of this initiative emphasize its strategic benefits, including direct access to the Indian Ocean and significant economic potential through maritime trade, centered on the port of Chabahar, Iran’s crucial gateway to Central Asia.
However, critics argue that the region is still underdeveloped, fraught with security risks, and unprepared to function as a capital, warning that the move could cost tens of billions of dollars — an amount the country cannot bear amid economic turmoil, soaring inflation, and renewed United Nations sanctions.
Notably, the Iranian regime has focused its resources on bolstering its military and nuclear programs rather than addressing the country’s water crisis, a choice that has left citizens’ needs unmet while advancing its agenda against Israel.
The regime has also spent billions of dollars supporting its terrorist proxies across the region and operations abroad, with the Quds Force, Iran’s elite paramilitary unit, funneling funds to the Lebanese group Hezbollah, in defiance of international sanctions.
According to the US Treasury Department, Iran has provided more than $100 million per month to Hezbollah so far this year alone, with $1 billion representing only a portion of Tehran’s overall support for the terrorist group, using a “shadow financial system” to transfer funds to Lebanon.
Iran also provides weapons, training, logistical support, and political backing to the group along with other proxies, including Hamas in Gaza, the Houthis in Yemen, various militias in Iraq and Syria, and other Islamist entities.
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A shocking true story of Mexico’s Jewish community comes to Netflix
Growing up in Paris, an Italian castle, South Africa at the dawn of its civil rights movement and a kibbutz in the then-new state of Israel sounds like it would be enriching, the project of idealistic parents who wanted their children to see the world and witness history. But that wasn’t exactly how it unfolded for Tamara Trottner, née Salzberg, and her brother Isaac.
Instead, they lived in these locations for three years because they were on the run with their father Leo (Emiliano Zurita), who was being hunted by Interpol for kidnapping his own children. He had taken them to retaliate against his wife, Valeria (Tessa Ia), after she had an affair with his brother-in-law.
Trottner wrote a memoir about the experience and it has been adapted into a gripping and sumptuously-filmed Spanish-language miniseries, No One Saw Us Leave, which recently arrived on Netflix.
In the opening episode, we see a stylish wedding between a young Valeria and Leo, both children of leaders of Mexico City’s small Ashkenazi Jewish community. As she prepares to walk down the aisle, Valeria’s mother tells her she is destined to have “a sheyne lebn” — a beautiful life, in Yiddish — and the crowd dances to “Hava Negila.”
But even at their wedding, there’s little warmth between the two; their marriage is closer to a merger between their two families, and while they don’t hate each other, there’s little mutual understanding — Leo believes Valeria should be the woman of the house, but she is tapped into the burgeoning feminism of the 1960s and wants to get a Master’s degree.
We switch between flashbacks of the pair’s marriage — we see the beginnings of Valeria’s affair, as she dances with her brother-in-law Carlos — and Leo’s international run with his children, Tamara and Leo. Though the children, who begin the voyage aged 5 and 7, constantly ask about their mother, he alternates between telling them that she is coming to join them soon and that she did “something bad” and doesn’t want to see them anymore. In fact, Valeria is searching desperately, and has hired an ex-Mossad agent (Ari Brickman) to aid her in the international hunt.
It’s an emotional and suspenseful story as Leo routinely manages to evade the international police. But the subtle story driving all of the drama is that of the tight-knit Jewish community in Mexico City — even today, only 3% of Mexican Jews marry outside the community — and the interplay of respectability and influence within it.
As part of his retribution against Valeria — and to protect his own reputation as he flees Mexico — Leo spreads a story that his wife was unstable and an unfit mother, even alleging that she had been committed to a psychiatric facility. For at least the first episode of the show, the audience, too, is unsure why Leo has really taken the children, and the story about Valeria seems plausible; we’re not sure who to stand with.
The rest of the Jewish community, too, is unsure; at first, people ice out Valeria and her family as they try to gain information about the children’s whereabouts. The push and pull between two powerful families leaves the community confused and caught in the middle. And after Valeria launches a publicity campaign to clear her name and solicit clues, many of the other leaders worry about the damage to the community’s public image in Mexico, alluding to the European antisemitism they fled from. Leo’s father, meanwhile, is a domineering figure who asserts that his daughter-in-law’s affair is just as bad a blow to the community’s reputation as the kidnapping.
The confusion is helped by the fact that Leo is not presented as a villain; he’s a well-developed character, with his own issues with his marriage and with his overbearing father. An ardent socialist, we see him join an activist group against apartheid while hiding in South Africa, and later, when he flees to Israel, he joins the kibbutz he’d dreamed of, and is embraced for his politics and architectural talents.
(Leo’s time in Israel also gives the audience a window into the kibbutzim of the 1960s, which were still practicing an almost militant form of socialism they have since left behind — children were raised communally and told to call their parents by their first names.)
Eventually, Valeria finds her husband and the children, after checking nearly every kibbutz in the country — we see Kfar Aza, one of the towns destroyed on Oct. 7, get crossed off a list — and Israeli courts order Leo and the children back to Mexico. An end note summarizes the rest of the history: Valeria and Carlos, her affair partner, won and raised the children together, who didn’t see Leo again for 20 years.
Of course, much of the show’s drama is in the obvious: Leo’s flight, the children’s growing realization that their father has been lying to them, Valeria’s desperation. But the quiet conflict between families, the power of reputation — both within the small Jewish community and between that community’s relationship and the broader world — undergird every moment of the story. The power of Jewish community is, ultimately, inescapable.
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