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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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For the ‘Jazz Rabbi’ of Connecticut, music and Judaism are both about tradition and improvisation
Greg Wall, who has juggled a career as a professional jazz musician while holding down a day job as a pulpit rabbi, has long been known as The Jazz Rabbi. Though he has retired from his job at the Beit Chaverim Synagogue in Westport, Conn., where he served as full-time rabbi for 10 years, he’s still at the synagogue seven days a week.
“Jazz is really a model of how to put your own spin on an inherited tradition,” Wall told me. “And that’s what the practice of Judaism has been for me. I’m part of the tradition, yet I’m trying to come to my own understanding and make certain connections myself, rather than just dial it in by rote.”
The Jazz Rabbi prays three times a day and studies Talmud study daily. But Wall is also devoted to another congregation: Every Thursday night the jazz faithful gathers at a VFW Post in Westport. The shows, known as Jazz at the Post, are organized by the Jazz Society of Fairfield County, a non-profit organization Wall co-founded. He’s the organization’s artistic director.
“This is a really nice chapter of my life,” Wall told me just he as he was getting ready to perform at a sold-out show in late February. “I have people calling me all the time to come play here. A lot of them are Grammy Award-winning jazz artists.”
The venue, which has a capacity of about 80, is usually sold out. Admission is $20 and there is no drink minimum, making it much more affordable than the typical night out at a commercial jazz venue, where admission is often $50 with a two-drink minimum. Because the Jazz at the Post shows take place at a VFW hall, veterans are admitted for $15, as are students.
Wall said that the fact that there’s no adversarial relationship with a restaurant trying to sell food and drink makes for a much better listening experience for jazz lovers.
“People come here to listen to the music,” he told me. “The people that I would go out and listen to in New York now come to Westport. I feel a little guilty that this place is two minutes from my house, but so be it.”
Back in 2009 when Wall got his first pulpit, a part-time gig at the Sixth Street Community Synagogue in Manhattan’s East Village, his group Later Prophets was touring regularly. During his time at the Sixth Street shul, Wall created the Center for Jewish Arts and Literacy, which brought klezmer, jazz and big-band music to the synagogue’s basement social hall, along with Yiddish language and Torah classes. The music series lives on at the Hudson Yards Synagogue in Manhattan, thanks to the efforts of the percussionist Aaron Alexander.
Later Prophets has been inactive in recent years but Wall still plays freelance gigs with various artists and occasionally performs with the guitarist Jon Madoff’s horn-heavy Afrobeat ensemble Zion 80, as well as The Elders, a jazz group led by Frank London, his friend and collaborator of nearly 50 years.
At the VFW hall in Westport, The Jazz Rabbi joins the visiting artists on the bandstand every week. Wall said the experience of playing with different acts, many of whom perform original compositions, has been good for his musical chops. One of the regulars at the Westport shows remarked that when Wall really gets into a groove, he rocks back and forth like he’s davening.
The Jazz at the Post shows have been happening since April 2022 but Wall has been performing locally since 2015. He started playing in the back room of a local eatery known as Restaurant 323. That gig came about after Wall’s impromptu performance at a fundraiser for the Bridgeport community radio station WPKN-FM.
“After he played a couple of bars of music at the WPKN benefit, I was just blown away by his talent,” recalled Richard Epstein, a Bridgeport dentist who serves as vice-president of the Jazz Society. Epstein’s wife Ina Chadwick, a former Forward editor, was running a spoken word performance series at Restaurant 323 and suggested Wall start a jazz night there.
Eric Bilber, a co-founder of the Jazz Society and a board member, said he discovered the Restaurant 323 scene when his wife went to pick up their daughter one night at the Metro-North station in Westport and didn’t come home right away. Their daughter Zina noticed someone playing a stand-up bass and decided they should check it out. They had such a great time that they stayed until the last set.
“And that was it,” Bilber told me. “I went back with them the following week and we’ve been going ever since. We started bringing our friends and everybody that we could think of to try to support this.”
Bilber realized there was a need to start a non-profit after the Westport jazz lovers had collected thousands of dollars by passing around a cigar box at performances to purchase a piano.
“One day he asked Wall, “Who owns the piano?’” Bilber recalled. “And we decided maybe we should start a non-profit.”
The newly created Jazz Society paid $11,000 for a Steinway Model M that was built in 1937. It had served as one of the house pianos at the Village Gate, the iconic Greenwich Village nightclub that closed in 1988.
If a piano can be said to have yichus, the Gate’s Steinway would certainly fit the bill. Thelonius Monk and Nina Simone are among several jazz greats who played it on live albums recorded at the Gate. Mose Allison, Count Basie, Bill Evans, Eddie Palmieri, Sun Ra and McCoy Tyner have banged on its keys too.
Wall had been tipped off to the Model M’s availability by his piano tuner. But all that wear and wear had taken its toll on the instrument, so in 2018 the Jazz Society came up with $15,000 to refurbish it.
Paul Haller, a Stanford-based piano restorer, recalled with a chuckle that Wall brought down a few local pianists to his shop when the repairs were completed. They put the piano through its paces for a couple of hours before declaring they were pleased with the restoration.
Ted Rosenthal, a pianist who teaches at Juilliard and the Manhattan School of Music, performed at the Post with a quintet that included Wall in late February. During the intermission, he reminded me that being a jazz musician means that one night you could be playing at Carnegie Hall and the next night your gig might be at the Carnegie Deli.
“They’ve created a jazz club in a place that wasn’t designed to be a jazz club,” he said. “I think that’s what we need to do because obviously rents in New York are so high that some clubs don’t succeed because of the expenses involved. If you can find a place and build an audience, I think that’s a perfect way to go.”.
“This place is like being in Greenwich Village,” said Alan Phillips, a Westport resident who comes to the Jazz at the Post performances almost every week. “The world-class jazz that we get right here — it’s the best kept secret.”
The post For the ‘Jazz Rabbi’ of Connecticut, music and Judaism are both about tradition and improvisation appeared first on The Forward.
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Trump Admin to Designate Muslim Brotherhood in Sudan as a Terrorist Group
US Secretary of State Marco Rubio speaks during a US-Paraguay Status of Forces agreement signing ceremony at the State Department in Washington, DC, US, Dec. 15, 2025. Photo: REUTERS/Kevin Mohatt
The Trump administration will soon designate the branch of the Muslim Brotherhood in Sudan as a terrorist group, the US State Department announced on Monday, following similar steps targeting the global Islamist network’s activity in Lebanon, Egypt, and Jordan.
“Today, the Department of State is designating the Sudanese Muslim Brotherhood as a Specially Designated Global Terrorist and intends to designate the group as a Foreign Terrorist Organization, effective March 16, 2026,” US Secretary of State Marco Rubion said in a statement.
“The Sudanese Muslim Brotherhood (SMB) uses unrestrained violence against civilians to undermine efforts to resolve the conflict in Sudan and advance its violent Islamist ideology,” Rubio continued, noting the organization receives backing from the Islamist regime in Iran.
“Its fighters, many receiving training and other support from Iran’s Islamic Revolutionary Guard Corps (IRGC), have conducted mass executions of civilians,” the top US diplomat added. “As the world’s leading state sponsor of terrorism, the Iranian regime has financed and directed malign activities globally through its IRGC. The United States will use all available tools to deprive the Iranian regime and Muslim Brotherhood chapters of the resources to engage in or support terrorism.”
The Sudanese Muslim Brotherhood’s armed wing, the al-Baraa Bin Malik Brigade (BBMB), was blacklisted by the US government in September 2025 for its role in Sudan’s ongoing war.
“SMB’s BBMB fighters have conducted mass executions of civilians in areas they captured, and repeatedly and summarily executed civilians based on race, ethnicity, or perceived affiliation with opposition groups,” according to the State Department.
The terrorist designations will deny the Brotherhood’s members access to the US financial system, restricting their access to resources they need to carry out attacks.
“All property and interests in property of the Sudanese Muslim Brotherhood that are in the United States or that are in possession or control of a US person are blocked. US persons are generally prohibited from conducting business with sanctioned persons,” the State Department warned. “Persons that engage in certain transactions or activities with the Sudanese Muslim Brotherhood may expose themselves to sanctions risk. Notably, engaging in certain transactions with them entails risk of secondary sanctions pursuant to counterterrorism authorities.”
The State Department’s announcement came less than two months after the Trump administration designated branches of the Muslim Brotherhood in Lebanon, Egypt, and Jordan as terrorist groups.
US President Donald Trump in November signed an executive order directing his administration to determine whether to designate certain chapters of the Muslim Brotherhood as foreign terrorist organizations and specially designated global terrorists.
The Palestinian terrorist group Hamas has long been affiliated with the Brotherhood, drawing both ideological inspiration and even personnel from its ranks.
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London’s Luton Airport Apologizes to Israeli Author, Enhances Staff Training After Discriminatory Incident
Demonstrators hold Israeli and British flags outside the Law Courts, during a march against antisemitism, after an increase in the UK, during a temporary truce between the Palestinian Islamist terrorists Hamas and Israel, in London, Britain, Nov. 26, 2023. Photo: REUTERS/Susannah Ireland
London’s Luton Airport has apologized to Israeli author Alon Penzel after airport security targeted him with antisemitic comments about Israel before detaining him, The Algemeiner has learned.
Penzel is the author of Testimonies Without Boundaries: Israel: October 7th, 2023, which is an uncensored and verified collection of first-hand testimonies related to the massacre that took place in southern Israel. Penzel is an Israeli citizen, journalist, and former Israeli government spokesperson.
In a formal written note, Luton Airport offered a “sincere and unreserved apology” for an incident that happened at the airport on Nov. 18, 2024, according to UK Lawyers for Israel (UKLFI), which helped the author in his formal complaint against the establishment. Luton Airport said it has also implemented “enhanced training” for its staff members “to reinforce our commitment to ensuring that every passenger is treated with fairness, courtesy, and respect.”
“The safety and security of the airport is our highest priority, and we are required to uphold strict safety and security standards at all times. However, we fully acknowledge that your experience fell below the customer service standards we expect and strive to uphold,” the airport wrote. “We also provide our clear and unequivocal assurance to our Jewish and Israeli passengers — and to you personally — that you are always welcome at London Luton Airport. Discrimination of any kind has no place in our organization.”
Penzel welcomed the apology and said, “I hope that what happened to me will lead to greater awareness and sensitivity going forward.”
In November 2024, Penzel was in the United Kingdom to speak about Testimonies Without Boundaries at a House of Lords event. He was at Luton Airport on Nov. 18 and set to board an El Al flight back home to Israel when the incident occurred with airport security. Penzel believes he was discriminated against and detained unfairly by security guards and police because he is Israeli and Jewish.
After checking in and passing through security, Penzel was stopped by an airport security officer because he was carrying a sign promoting his book and wearing a sweatshirt that said, “End Jew Hatred,” according to UKLFI. The sign was too large to fit into his suitcase, so Penzel was carrying it facing his body.
Penzel claimed a security officer told him that the sign was “political” before making offensive comments referring to the Oct. 7 massacre in 2023 and the history of Israel. The author explained that the sign was used to promote his book and that he was just trying to carry it back home to Israel. Still, the security personnel accused Penzel of protesting and accused Israel of an “illegal occupation since 1948,” UKLFI shared.
Penzel was detained at the departure gate area by “several security guards and policemen,” according to the pro-Israel group of lawyers. His passport was also taken for a period of time, and he was forced to wait in a restricted area while security camera footage from the airport was reviewed.
“I traveled to the United Kingdom to speak about the victims and survivors of the Oct. 7, 2023, atrocity,” Penzel said. “To then be stopped, questioned, and detained while wearing a sweatshirt saying ‘End Jew Hatred’ was shocking and upsetting.”
Following the incident, UKLFI was told that the security guard who stopped Penzel is no longer employed by the airport.
“No passenger should ever be detained or questioned because of their nationality, religion, or the peaceful expression of their identity,” said a spokesperson for UKLFI. “We welcome the airport’s apology and its commitment to improved training. This case highlights the importance of ensuring that security powers are exercised lawfully and without discrimination.”
Daniel Berke of 3D Solicitors, who represented Penzel in his case against the airport, said their client “was subjected to a prolonged and unjustified detention in circumstances that were deeply distressing and publicly humiliating.”
“The apology issued by London Luton Airport is an important acknowledgment that the standards expected of airport security staff were not met on this occasion,” Berke shared in a statement. “We hope the enhanced training measures will prevent similar incidents from occurring in the future.”