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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.

@midrashmanicures

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

♬ Oh Hanukkah – Maccabeats

“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.

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Israel Warns Citizens in UAE to Keep Low Profile Amid Iranian Drone, Missile Strikes

Smoke billows from Zayed port after an Iranian attack, following United States and Israel strikes on Iran, in Abu Dhabi, United Arab Emirates, March 1, 2026. Picture taken with phone. Photo: REUTERS/Abdelhadi Ramahi

Israel’s National Security Council has urged Israelis in the United Arab Emirates to exercise extreme caution as Iran continues its campaign of drone and missile attacks across the country and broader Gulf region, warning that their safety could be directly at risk.

Jews and Israelis living in the UAE are being advised to avoid public events, synagogues, Israeli-linked businesses, and unnecessary gatherings, including at airports, unless holding a valid flight ticket.

Israeli authorities also instructed employees of companies linked to Israel to stay away from offices and facilities for their own safety.

As flights to and from the UAE remain unpredictable, travelers are strongly advised to avoid itineraries with layovers in the country.

The Israeli government confirmed that supplementary flights bringing Israelis home from the UAE are expected to conclude by Sunday, March 15.

As the war escalates, Iran is continuing to attack neighboring countries and regional interests of the US and Israel, launching waves of drones and missiles that have struck Gulf states, hit critical infrastructure, and forced heightened security measures across the Middle East.

While the US-Israeli campaign has destroyed much of Iran’s military capabilities, thereby reducing their rate of missile fire, launches are still occurring.

Iran has launched more than 1,800 drones and missiles at the UAE since the war began two weeks ago, the latter’s defense ministry said on Friday. While most of the projectiles have been stopped by interceptors and other defensive measures, six people have been killed and 141 have been injured, in addition to significant damage.

In an interview on Friday, UAE Minister of State Lana Nusseibeh urged Iran to cease its attacks on neighboring countries if it seeks a negotiated end to the conflict.

“Ultimately, it will be a diplomatic solution, but there needs to be that tipping point moment, and I think that [US President Donald Trump] will lead us all to that moment in his time,” Nusseibeh said.

“It is difficult to talk about mediation when under attack … Mediation can only happen when the guns go silent,” she continued.

Nusseibeh also expressed that the region was shocked by Iran’s “egregious, illegal, and unlawful attacks” on Gulf nations and Jordan.

According to her, Iranian officials gave no warning that the UAE would be targeted during talks in Tehran two weeks earlier, making the attacks “so shocking and so egregious.”

Iran claims its strikes target the US military presence across the Middle East — including bases in the UAE, Gulf states, Iraq, Jordan, and Turkey — framing them as retaliation for American actions in the region.

However, Iranian drones and missiles have struck key infrastructure, including Dubai Airport, major hotels, and the UAE’s financial hub, sending shockwaves through the region and triggering heightened security alerts across neighboring countries.

The UAE’s top diplomat warned that restoring relations with Iran to their pre‑war status would be nearly impossible, pointing to “the destruction and the chaos that Iran has caused in the region,” as evidence of the deepening regional crisis.

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Temple Israel was my home — and what I learned there can help us get through this difficult moment

Temple Israel has long been a staple of the Detroit Jewish community — and in many ways, it has been a cornerstone of my own life. My connection to that synagogue stretches back to my earliest musical memories.

My first voice teacher, in 8th grade, was the wife of Temple Israel’s cantor, Neil Michaels. As a teenager, I sang in their choir, the Teen T’filah Team, where I was first exposed to the music of the Reform movement and where I first experienced the use of instrumentation in services. It was there that I first learned the song Kehilah Kedoshah by Dan Nichols, a piece I now frequently sing with our own East End Temple choir. As a high school student, I even sang alongside the cantors there during High Holiday services. Throughout childhood I remained close with all three of Rabbi Paul Yedwab’s children, as we attended school together, were in theatre together, and travelled to Israel together.

Temple Israel is where my mother studied for her adult bat mitzvah which was officiated by Rabbi Harold Loss. And it was Temple Israel that took me on my first and second trips to Israel — experiences that profoundly changed the trajectory of my life, deepening and reframing my relationship with Judaism, and ultimately inspiring me to devote my life to the Jewish people. I still vividly remember our 2010 Teen Mission to Israel, led by Rabbi Josh Bennett. On that trip, I realized something transformative: that clergy could be more than just symbolic exemplars of a community, but also fun, adventurous, relatable, deeply present in the lives of young people, and powerful influences on their willingness to engage in Jewish life.

That trip had an unquantifiable impact on me. It was on that drive home from the airport that I decided Judaism needed to once again become a more central part of my life. Two weeks later, for my senior year of high school, I made what felt at the time like a radical decision: I transferred from West Bloomfield High School to the Jewish Academy of Metropolitan Detroit (now the Frankel Jewish Academy).

During that year, I began seriously exploring whether I might pursue a career in the cantorate. I arranged an off-campus internship that allowed me to compare and contrast the life and role of the cantor in both the Conservative and Reform movements. Once a week, I studied privately with Cantor Meir Finkelstein at my family’s Conservative congregation, Shaarey Zedek, and another day each week, I studied with Cantor Michael Smolash at Temple Israel. Aside from my internship, my favorite class that year was a course called Denominational Differences, co-taught by rabbis from the Orthodox, Conservative, and Reform movements — including two of my own beloved rabbis, Aaron Starr (Shaarey Zedek) and Josh Bennett (Temple Israel). In fact, that very subject eventually became the topic of my master’s thesis in cantorial school.

Needless to say, it is unlikely that I would be standing here today as your cantor were it not for the profound influence that the Metro Detroit Jewish community—and Temple Israel in particular—had on me throughout my childhood.

It is for this reason that yesterday’s news struck me so deeply. Learning of antisemitic attacks in the news is always painful and disturbing. Yet, as the frequency of these attacks across the globe becomes evermore pervasive, it’s difficult not to become slightly jaded or emotionally hardened — a natural coping mechanism to deal with ongoing trauma. People are not meant to live in a state of perpetual anxiety and hypervigilance.

But yesterday’s attack on Temple Israel shook me to my core. It is impossible not to experience antisemitism differently when it touches your own community. Realizing that one of my childhood synagogues was the target of a terrorist attack feels surreal. We know intellectually that terrible things happen in the world — but we rarely expect them to happen to us. We must, therefore, remain forever mindful that tragedy is always personal to someone.

Even amid this frightening event, I am profoundly grateful for the brave security personnel at Temple Israel — especially their director of security, Danny — who quite literally put his life on the line to protect everyone inside the building, including the 106 preschool children and teachers who were in class at the time. We pray for the swift and complete physical and emotional healing of those officers, and we hold them in our hearts. It is truly miraculous that no civilians were injured during this attack. And the outpouring of support from the broader Metro Detroit community has been extraordinary — especially from our non-Jewish friends and neighbors who did not hesitate to help in our time of need.

We are particularly grateful to the Chaldean (Iraqi-Christian) community who opened their homes and businesses to shelter those fleeing the scene. The Chaldean-owned Shenandoah country club, museum, and cultural center across the street immediately welcomed and protected those seeking refuge. The fact that Shenandoah — the largest Chaldean community center in the United States — stands directly across the street from Temple Israel — the largest Reform synagogue in the United States — is no coincidence. It reflects the deep personal and communal ties between our communities.

When I was a student there, West Bloomfield High School was comprised of roughly one-third Jewish and one-fifth Chaldean students. Our communities shared classrooms, neighborhoods, friendships — and often cultural similarities. Both Jews and Chaldeans are Middle Eastern peoples whose identities weave together religion, culture, and ancestry. Both communities carry histories shaped by persecution and resilience. Both place profound emphasis on family, education, and tradition. In fact, back home I became somewhat known as the Chaldean community’s Jewish wedding singer, singing at numerous Chaldean churches as the bride walked down the aisle.

In moments like this, we see those shared bonds revealed in the most powerful of ways. I have no doubt that from this tragic incident something meaningful will emerge: our communities will grow stronger, more resilient, more deeply connected, and even more outspokenly proud of our identities. Hatred seeks to isolate and intimidate, but solidarity, courage, and compassion remind us that we are never alone. When neighbors protect neighbors, when communities stand together in the face of fear, we transform even the darkest moments into opportunities for unity, strength and hope.

Olivia Brodsky is the cantor and co-clergy of East End Temple in Manhattan.

The post Temple Israel was my home — and what I learned there can help us get through this difficult moment appeared first on The Forward.

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California Education Department Sues Oakland School District Over Alleged Refusal to Enact Antisemitism Reforms

Californians protesting outside the Department of Education in Sacramento. Photo: ZUMA Press Wire via Reuters Connect

California is suing one of its own publicly funded school systems, the Oakland Unified School District (OUSD), accusing its officials of refusing for several years to address antisemitism and protect the civil rights of Jewish children being subjected to abuse by both their peers and teachers.

Filed by the state’s Department of Education on March 5, the complaint alleges that OUSD’s superintendent never followed through on “corrective actions” decreed by the department to correct a hostile environment which produced “multiple complaints of antisemitism.” One of the measures called for issuing a letter to parents that “condemns antisemitism” while outlining OUSD’s efforts to combat it. The state charges that the superintendent, Dr. Denise Saddler, ignored its directive, a legal obligation as a state entity and recipient of public funds.

“No law or regulation grants OUSD the discretion to disregard or delay prompt implementation of the corrective actions mandated,” the complaint says. “Unless this court grants the relief requested, respondent OUSD will continue to fail and refuse to perform its legal duties.”

The lawsuit continues a dispute between the department and OUSD which began last year when, amid a flood of Jewish students leaving the district, the agency found OUSD guilty of antisemitic discrimination which affected both students and staff. In one incident, the district allowed the presentation of a map, prepared in support of Arab American Heritage Month, which did not include Israel. Speaking to The Oaklandside, a local newspaper, in October, an OUSD spokesman admitted that was “an oversight,” but by that time it had already happened twice.

California itself is being sued by a coalition of leading Jewish advocacy organizations over its alleged failing to address “systemic” antisemitic discrimination in K-12 public schools.

Led by the Louis D. Brandeis Center for Human Rights Under Law and StandWithUs, the legal action stems from consecutive years of antisemitic abuse perpetrated against Jewish students, parents, and teachers by anti-Zionists at every level of the school system. Court documents shared with The Algemeiner earlier this week revealed new, harrowing accusations of Jews being called “k—kes,” Jewish students being threatened with gang assaults, and K-12 students chanting “F—k the Jews” during anti-Israel demonstrations promoted by faculty.

In one highly disturbing incident described in the legal complaint, fifth graders from the OUSD were filmed by the teacher saying “Another major thing that I’ve learned is that the Jews, the people who took over, basically just stole the Palestinians’ land” and “one thing that’s really surprising to me, and that appeals to me is that the US is helping the Jews.” In another incident, the Oakland Education Association confected a curriculum in which the intifada — which refers to two prolonged periods of terrorism in which Palestinians murdered Israeli civilians — was taught to third graders as a nursery rhyme.

Litigation related to antisemitic incidents in California K-12 schools surged following Hamas’s Oct. 7, 2023, massacre across southern Israel, which triggered a barrage of antisemitic hate crimes throughout the US and the world. The list of outrages includes a student group chanting “Kill the Jews” during an anti-Israel protest and partisan activists smuggling far-left, anti-Zionist content into classrooms without clearing the content with parents and other stakeholders.

Elsewhere in California, K-12 antisemitism has caused severe psychological trauma to Jewish students as young as eight years old and fostered a hostile learning environment, according to complaints.

In the Berkeley United School District (BUSD), teachers have allegedly used their classrooms to promote antisemitic stereotypes about Israel, weaponizing disciplines such as art and history to convince unsuspecting minors that Israel is a “settler-colonial” apartheid state committing a genocide of Palestinians. While this took place, high level BUSD officials were accused of ignoring complaints about discrimination and tacitly approving hateful conduct even as it spread throughout the student body.

At Berkeley High School, for example, a history teacher forced students to explain why Israel is an apartheid state and screened an anti-Zionist documentary, according to a lawsuit filed in 2024 by the Brandeis Center and the Anti-Defamation League (ADL). The teacher allegedly squelched dissent, telling a Jewish student who raised concerns about the content of her lessons that only anti-Zionist narratives matter in her classroom and that any other which argues that Israel isn’t an apartheid state is “laughable.” Elsewhere in the school, an art teacher, whose name is redacted from the complaint for matters of privacy, displayed anti-Israel artworks in his classroom, one of which showed a fist punching through a Star of David.

In October, California Gov. Gavin Newsom signed a law which requires the state to establish a new Office for Civil Rights for monitoring antisemitism in public schools at a time of rising anti-Jewish hatred across the US. As previously reported by The Algemeiner, the bill confronted Newsom, a Democrat rumored to be interested in running for US president in 2028, with a politically fraught decision, as it aims to limit the extent to which the state’s ideologically charged ethnic studies curricula, supported by progressives and many Democrats, may plant anti-Zionist viewpoints into the minds of the 5.8 million students educated in its public schools.

Newsom, who has since endorsed the false charge that Israel is an “apartheid” state, approved the measure amid these cross currents, paving the way for state officials to proceed with establishing an Antisemitism Prevention Coordinator, setting parameters within which the Israeli-Palestinian conflict may be equitably discussed, and potentially barring antisemitic materials from reaching the classroom.

Follow Dion J. Pierre @DionJPierre.

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