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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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Macklemore got canceled. Kanye is playing sold-out shows. What’s the difference?
Moments after Seattle rapper Macklemore led fans in New Jersey’s MetLife Stadium in a call to “Free Palestine” that ended his opening spot on a national tour, another notorious rapper, despite years of toxic, antisemitic behavior, played to a sold-out crowd in Chicago’s Soldier Field for the second night in a row: the artist formerly known as Kanye West.
On Monday, Macklemore paid the price for that Sept. 4 show where he accused Israel of genocide and apartheid while opening for English singer and songwriter Ed Sheeran. That gig ended when Robert Kraft, owner of Boston’s Gillette Stadium, said Macklemore was not welcome there for Sheeran’s two scheduled shows.
The shutout went beyond Gillette. With 10 more shows left on the tour, eight including Macklemore as the opening act, Kraft rallied other stadium owners to bar him too. Macklemore was removed.
“The venue’s and promoter’s decision was final,” Sheeran wrote on Instagram. “Macklemore coming off tour was the promoter’s decision. It was not mine. I have spent this week trying to build bridges, to find a solution and unfortunately, was unable to do so.”
On Tuesday, Sheeran’s three other opening acts and his back-up band withdrew in solidarity.
On that list of stadiums that barred Macklemore was AT&T Stadium in Arlington, Texas, where tickets to see Ye in November went on sale last week. But there was no mention of canceling that show.
Neither Soldier Field nor AT&T Stadium responded to the Forward’s inquiries about why Ye was still welcome there despite his escalating antisemitism over the years.
In 2025, his antisemitic conduct hit a fever pitch when he ran a Super Bowl ad directing viewers to an online store that briefly sold a $20 T-shirt emblazoned with a black swastika. He also released a music video on X titled “HEIL HITLER (HOOLIGAN VERSION),” featuring the lyric “So I became a Nazi, I’m the villain,” which surpassed one million views. He was banned by Twitch after appearing in a livestream giving a Nazi salute and shouting “Heil Hitler.”
So is hating Jews more acceptable than hating Israel?
Not exactly, said Ari Ingel, executive director of The Creative Community for Peace, a nonprofit dedicated to fighting antisemitism in the entertainment industry. Macklemore has shown no signs of remorse or intention to understand why his actions were harmful.
Meanwhile, Ye has paid a hefty price for his antisemitic rants over the years, losing lucrative deals with Adidas, Gap, Balenciaga and Universal Music Group. And while some still question Ye’s sincerity and he has more work to do, he did apologize, Ingel said.
“Kanye is still being held accountable for his statements,” Ingel told the Forward. “He’s not working with the biggest promoters in the industry … We have not let go of all the harm he has caused yet, but his team has put him on a better path.”
Though Ye has performed in some European shows, his headline act at this summer’s Wireless Fest in London was canceled after the U.K. denied him a visa to travel to the country. Concerts in Italy, Russia and Poland also got nixed.
Here in the U.S., his promoter has only been able to book select stadiums for this 2026 tour, including the New Orleans Superdome, San Antonio Alamodome, and two shows at Soldier Field in his hometown of Chicago.
In San Antonio, Mayor Gina Maria Ortiz Jones unsuccessfully tried to prevent Ye’s July 4 show in the city-owned stadium. But backlash against pulling the plug was too intense and the show was allowed to go on. U.S. Sen. Rick Scott also sought to cancel Ye’s June shows at Raymond James Stadium in Tampa, another publicly-owned venue scheduled to host Sheeran on Nov. 7.
Ye’s shows have featured the spectacle that he is known for – the artist performing on top of a gigantic spinning globe in the center of the stadium with billows of fog, laser light shows, fireworks and surprise guest appearances. His setlist covers the span of his career, minus the song “Heil Hitler.”
Macklemore, by contrast, commandeered what was supposed to be a family-friendly show to deliver a not-so-family-friendly, even hostile, message, Ingel said. He didn’t just speak briefly about the plight of Palestinians, which would have been within his right to do. While singing “Hind’s Hall,” his tribute to pro-Palestinian protesters who occupied a building at Columbia University, he projected images of war and encampments on giant screens and led the crowd in a call and response, creating an atmosphere where Jewish fans felt threatened.
“Ye, despite the previous statements, is not doing that at his shows,” Ingel said. “He’s not whipping up the crowd into a frenzy of antisemitic hatred.” If he did, his tour would undoubtedly come to a screeching halt.
“Stadiums are not going to allow their venues to turn into forums for hate,” Ingel said. “This is about bringing people together.”
And so far, ironically, that’s what Ye’s shows try to do by sticking to the music. Unfortunately, Ingel said, Macklemore did not.
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Feds say Cisco likely failed to protect pro-Palestinian workers from harassment
(JTA) — Cisco Systems likely violated the civil rights of Palestinian, Arab and Muslim employees, a federal agency has found, after employees were subjected to harassing messages — some of them posted by employees in an internal forum called the Connected Jewish Network.
The U.S. Equal Employment Opportunity Commission determined in June that there was “reasonable cause to believe” Cisco subjected the employees to a hostile work environment based on their national origin, religion or association in violation of Title VII of the Civil Rights Act of 1964.
The determination follows on media reports and an EEOC probe into an ugly climate at the tech company following the Oct. 7, 2023, deadly attacks by Hamas on southern Israel. Pro-Palestinian employees called on the company to end its business dealings with Israel, while Jewish employees said the company had failed to protect them from harassment by pro-Palestinian employees.
The EEOC case, however, turned in part on messages shared in the internal Connected Jewish Network forum. A complaint filed by Legal Aid at Work, which represented the Muslim and pro-Palestinian employees, said employees on the Jewish forum had “repeatedly glorified violence, joked about sending people to their deaths” and “labeled Palestinians, Arabs, and Muslims as murderous, violent, terrorists.”
“This is a massive multinational corporation with all the resources in the world and they couldn’t get it right,” Christopher Ho, a director at Legal Aid at Work, told the Guardian, which reported on the EEOC finding last month. “Thankfully the EEOC did.”
Ho said Cisco had “at best failed to take their harassment seriously” and through its inaction had sent “the implicit message that its pro-Palestinian employees were unworthy of protection.”
The letter is not a binding ruling, and both sides said the EEOC has indicated it will not sue. The finding could nonetheless strengthen employees’ cases if they pursue their own lawsuits. The employees are considering collective and individual litigation, according to media reports.
The case examines the period after a group of mostly Palestinian, Arab and Muslim employees called Bridge to Humanity circulated an open letter urging Cisco to end its business dealings with the Israeli military. More than 1,700 employees signed the letter. The employees said they were subsequently subjected to racist and Islamophobic harassment.
In August 2024, employees — including some concerned Jewish employees — filed a 76-page ethics complaint accusing more than a dozen colleagues of creating a hostile work environment through posts on the Connected Jewish Network, which was visible to all company employees, according to the Guardian.
The episode was not one-sided. Wired magazine, in a 2024 investigation into the dispute, reported that some Jewish Cisco employees also believed the company had failed to protect them from harassment by pro-Palestinian employees. One former employee told the magazine that Cisco leadership could have done more to “reduce the mess across the board.”
Legal Aid at Work believes this is the first EEOC finding against a major tech company involving discrimination against workers engaged in pro-Palestinian advocacy. Since the Oct. 7 attacks, the EEOC has made combating workplace antisemitism a major policy and enforcement priority, with scrutiny on academia and the private sector increasing under the Trump administration.
Cisco has disputed the EEOC’s determination, saying it had “thoroughly investigated all concerns and took appropriate action.” The company previously said it had removed some comments, issued discipline warnings and provided coaching to multiple employees.
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Mahmoud Khalil sues Columbia University citing ‘hostile environment’ for pro-Palestinian students
Mahmoud Khalil, the Palestinian Columbia University alum who was detained by the Trump administration last year, is suing his alma mater along with an Israeli dean of the school he attended for facilitating a “hostile environment” for pro-Palestinian students.
Khalil became a national symbol of the campus pro-Palestinian protest movement when he was detained in March 2025 after the government accused him of being aligned with terrorists. On Monday, he filed a civil rights lawsuit in federal court accusing the school of engaging in months-long “deliberate indifference” toward the harassment of pro-Palestinian students on campus, including at the hands of right-wing pro-Israel groups.
He contends that Columbia’s alleged indifference ultimately helped to lead to his 104-day detention by federal immigration authorities, during which he missed the birth of his first child, before being released after a federal judge ruled his detainment was likely unconstitutional. He is joined in the suit by members of the School of International and Public Affairs Palestine Working Group, a pro-Palestinian student group on campus.
“Columbia laid the groundwork for my targeting by the Trump administration through its deliberate indifference and discrimination aimed at intimidating Palestinian students,” Khalil told reporters at a press conference in New York on Monday.
SIPA’s Dean Keren Yarhi-Milo speaks during a book talk for Fareed Zakaria’s new book, “Age of Revolutions: Progress and Backlash from 1600 to the Present” at Columbia University’s School of International and Public Affairs on April 3, 2024 in New York City. (Shahar Azran/Getty Images)
In addition to the university, the suit also names Keren Yarhi-Milo, the dean of the Columbia School of International and Public Affairs, who is Israeli-American, as a defendant. The complaint says that Yahi-Milo had unfairly accused Khalil, while a student in the school, of antisemitism and harassment.
In a statement to the Jewish Telegraphic Agency, Columbia representatives defended Yarhi-Milo in general terms.
“Throughout her time at Columbia and during her service as dean, Dean Yarhi-Milo has worked with and supported students of all backgrounds, including our Palestinian, Arab, and Muslim students,” the statement reads. “The University is grateful for her tireless efforts on behalf of our students and her commitment to a campus free of discrimination and harassment.”
Columbia representatives declined to comment further on the lawsuit but said that “creating a campus environment where every member of our community feels welcome, supported, and safe is fundamental to who we are as a university. It is also a responsibility we take seriously.”
A leading figure of the encampment movement that began at Columbia before spreading to schools across the country, Khalil was the first pro-Palestinian student protest leader to be detained by the Trump administration and spent months in an immigrant detention center despite holding a green card.
In the months since a federal judge ordered his release, Khalil has filed a number of lawsuits, including against pro-Israel groups that he said “conspired” with the government to target him. He has also sued Columbia before, for disclosing student records as part of a congressional investigation.
Khalil’s latest lawsuit against Columbia claims the school violated Title VI protections for him and his fellow plaintiffs based on their ethnic identity, national origin or “affiliation with Palestine.” The lawsuit invokes the same federal civil rights law that Jewish and Israeli students have used in discrimination claims against universities, some of which have resulted in settlements.
Columbia itself signed a controversial agreement with the Trump administration last year to resolve federal civil rights investigations, paying $221 million and agreeing to a number of concessions in order to free up hundreds of millions in federal funding. During his press conference Monday, Khalil called such settlements “disgraceful.”
The suit notes that, as a student, Khalil called Yarhi-Milo “genocidal” in a message to fellow students. The suit then describes a subsequent internal university investigation into Khalil as “unfounded and retaliatory,” and claims the school “repeatedly launched meritless allegations of antisemitism against Mr. Khalil” prior to his federal detention.
During the press conference, Khalil accused Yahi-Milo of being someone who “weaponizes her identity to shield herself from legitimate concerns and criticism.” Khalil added, “Her priority has never been her students, me and my fellow students here. Her priority has always been Israel.”
The lawsuit’s examples of indifference include a claim that Columbia failed to intervene when a right-wing group, Accuracy in Media, labeled some of the members of Palestine Working Group as “Columbia’s Leading Antisemites” in messages on the side of trucks driven near campus for months after the Oct. 7, 2023, Hamas attacks. The group had targeted pro-Palestinian students in a similar fashion at several campuses.
Joseph Howley, a classics professor at Columbia who is Jewish, spoke at the press conference in support of Khalil, whom he called a friend. “We all see how the university’s anti-Palestinian racism has directly endangered its students,” said Howley, who wore a Jews for Racial and Economic Justice hat and a “Not In Our Name” shirt. “I won’t be wasting any more time on town halls or listening sessions or imagining anything.”
In a statement to JTA, Accuracy in Media president Adam Guillette said his group “uses publicly available information, and we are steadfastly opposed to doxxing. We pledge to continue delivering accountability to pro-Hamas radicals across the country.”
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