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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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Spain Expands Anti-Israel Measures, Bans Golan, West Bank Products Amid Rising Tensions With Jerusalem
Spanish Prime Minister Pedro Sanchez speaks at a press conference in Kunshan, Jiangsu province, China, Sept. 11, 2024. Photo: REUTERS/Xihao Jiang
The Spanish government has announced a ban on imports from hundreds of Israeli communities in the West Bank, eastern Jerusalem, and the Golan Heights — making Spain the second European Union country to implement such a policy as the latest move in its ongoing effort to boycott Israel.
According to a statement from Spain’s Ministry of Finance on Monday, the ban — set to take effect on Tuesday — is the result of a September decree “adopting urgent measures against genocide in Gaza and in support of the Palestinian population.”
The regulation “prohibits … the entry into Spain of products originating from Israeli settlements in the Occupied Palestinian Territory.”
Among all members of the EU, Spain is the second country to take such action, following Slovenia — one of the bloc’s smallest economies — which became the first EU member to ban Israeli products in August, and potentially to be joined by Ireland, where parliament is currently working on a similar measure.
As a major trade partner of Spain, Israel exports roughly $850 million in goods to the country each year — about half the value of Spanish exports to Israel — with products from the West Bank and the Golan making up only a small fraction of those shipments, according to the Israel Export Institute.
Spain’s newly implemented measure marks its latest attempts to curb Israel’s defensive campaign against the Palestinian terrorist group Hamas, as ties between the two countries continue to deteriorate amid ongoing tensions.
Since the start of the war in Gaza, Spain has launched a fierce anti-Israel campaign aimed at undermining and isolating the Jewish state on the international stage.
Even as Spain ramps up its anti-Israel campaign, authorities this week granted Airbus exceptional permission to produce aircraft and drones using Israeli technology at its Spanish plants — despite having banned military and dual-use products from the Jewish state just two months ago.
Approved last Tuesday by the cabinet and defended by several ministers this week, the exemption reflects the pressure from companies and domestic interests that some of Europe’s toughest critics of Israel’s recent war have faced as they attempt to impose trade sanctions.
In September, Spain passed a law to take “urgent measures to stop the genocide in Gaza,” banning trade in defense material and dual-use products from Israel, as well as imports and advertising of products originating from Israeli settlements.
On Tuesday, Spain’s consumer ministry ordered seven travel booking websites to take down 138 listings for holiday homes in Palestinian territories, warning they could face sanctions if they continue advertising Israeli-owned properties in those areas.
Earlier this year, the Spanish government also announced it would bar entry to individuals involved in what it called a “genocide against Palestinians,” block Israel-bound ships and aircraft carrying weapons from Spanish ports and airspace, and enforce an embargo on products from Israeli communities in the West Bank.
Spain has also canceled a €700 million ($825 million) deal for Israeli-designed rocket launchers, as the government conducts a broader review to systematically phase out Israeli weapons and technology from its armed forces.
Spanish Prime Minister Pedro Sánchez has faced increasing backlash from his country’s political leaders and Jewish community, who accuse him of fueling antisemitic hostility.
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UN’s Francesca Albanese Lashes Out at ‘Pro-Genocide Minions’ After Georgetown University Severs Ties
Francesca Albanese, the UN special rapporteur for Palestinian human rights, on Nov. 14, 2023. Photo: AAPIMAGE via Reuters Connect
A controversial United Nations official who has been criticized for using her role to promote anti-Israel bias and pro-Hamas propaganda denied on Monday that Georgetown University severed its relationship with her due to accusations that she is antisemitic, explaining that she was dropped due to the US government’s decision to sanction her.
“I had an affiliation with a US university. I used to lecture there. Everything has been cut down,” she said earlier this month at an event with ODI Global.
A university official confirmed to JNS on Friday that Georgetown severed ties with Albanese due to the imposition of sanctions, saying, “US institutions are prohibited by federal law from affiliating with individuals subject to US sanctions.”
In July, the Trump administration sanctioned Albanese, accusing her of “political and economic warfare” against the US and Israel. “Albanese has spewed unabashed antisemitism, expressed support for terrorism, and open contempt for the United States, Israel, and the West,” US Secretary of State Marco Rubio said at the time.
Following news of Georgetown’s severing ties with Albanese, some media reports suggested the decision was based on her antisemitic comments. The UN official appeared to respond to such claims on the social media platform X.
“Georgetown’s decision to end my 10-year-old affiliation is yet another fallout of the sanctions the US imposed on me last July for exposing Israel’s genocide and the complicity of US businesses. Any other explanation is the usual laughable propaganda of the pro-genocide minions,” she posted on X.
Albanese, an Italian lawyer and academic, has an extensive history of using her role at the UN to denigrate Israel and seemingly rationalize the Palestinian terrorist group Hamas’s attacks on the Jewish state.
In August, she defended Hamas as a legitimate “political force” in Gaza that has built schools and hospitals while ruling the Palestinian enclave for nearly two decades, arguing that people should not think of the internationally designated terrorist group as armed “cut-throats” or “fighters.”
Months earlier, Albanese called on all medical professionals to cut ties with Israel, accusing the Jewish state of committing “genocide” — an accusation she made repeatedly since Hamas’s Oct. 7, 2023, invasion of and massacre across southern Israel.
The UN recently launched a probe into Albanese’s conduct over allegedly accepting a trip to Australia funded by pro-Hamas organizations.
While speaking at a Washington, DC bookstore last October, Albanese also accused Israel of weaponizing the fallout of the Oct. 7 atrocities to justify the continued “colonization” of Gaza.
Albanese claimed last year that Israelis were “colonialists” who had “fake identities.” Previously, she defended Palestinians’ “right to resist” Israeli “occupation” at a time when over 1,100 rockets were fired by Gaza terrorists at Israel. In 2023, US lawmakers called for the firing of Albanese for what they described as her “outrageous” antisemitic statements, including a 2014 letter in which she claimed America was “subjugated by the Jewish lobby.”
Albanese’s anti-Israel comments have earned her the praise of Hamas officials in the past.
In response to French President Emmanuel Macron’s calling Hamas’s Oct. 7 attack on Israel the “largest antisemitic massacre of the 21st century,” Albanese said, “No, Mr. Macron. The victims of Oct. 7 were not killed because of their Judaism, but in response to Israel’s oppression.”
Video footage of the Oct. 7 onslaught showed Palestinian terrorists led by Hamas celebrating the fact that they were murdering Jews.
Nevertheless, Albanese has argued that Israel should make peace with Hamas, saying that it “needs to make peace with Hamas in order to not be threatened by Hamas.” In July 2024, she also called for Israel to be expelled from the UN.
Albanese even once confessed that she struggles with impartiality. In an interview with the Institute for Palestine Studies in which she discussed Palestinian refugees and the UN Relief and Works Agency (UNRWA) she said, “I feared deep down perhaps I feared that embarking on research on a matter on which I deeply held personal views could compromise my objectivity.”
UN Watch cheered Albanese’s dismissal from Georgetown as a victory against rising antisemitism.
“We welcome Georgetown University’s decision,” UN Watch executive director Hillel Neuer said in a statement. “Academic institutions have a responsibility to uphold basic standards of integrity and human dignity. Removing an official who has repeatedly trafficked in antisemitic rhetoric and justified terrorism is a necessary step toward restoring those standards.”
Calling on the UN to join Georgetown in dismissing Albanese, he added, “This sends an important message. Positions of authority at the United Nations do not grant immunity from accountability, and universities should not serve as safe havens for those who abuse their platforms to promote hatred. The UN must follow Georgetown’s lead and remove Albanese.”
Albanese is not without allies at Georgetown. One of them, Middle East studies associate professor Nader Hashemi, said on X that Albanese’s status as a sanctioned person will change if and when the Democrats win the US presidency and that she will be hosted at Georgetown again.
“As soon as the sanctions are lifted on Francesca, we plan to host a [sic] her again at Georgetown University,” he wrote. “I’m certain her affiliation will also be restored. When she does return to campus, I suspect there is not a room large enough to accommodate all the people who want to meet her.”
Hatred for Israel, often fueled by the spread of misinformation about the Jewish state’s history and conduct in Gaza, is fueling violence against Jews in the US and elsewhere, according to experts who spoke with The Algemeiner earlier this year.
In June, an assailant firebombed a pro-Israel rally with Molotov cocktails and a “makeshift” flamethrower in Boulder, Colorado, killing one person and injuring 13 in what US authorities called a targeted terrorist attack. According to court documents, the man charged for the attack yelled “Free Palestine” during the violence and also told investigators that he wanted to “kill all Zionist people.”
The Colorado firebombing came less than two weeks after a gunman murdered two Israeli embassy staffers in Washington, DC, while they were leaving an event at the Capital Jewish Museum hosted by the American Jewish Committee. The suspect charged for the double murder also yelled “Free Palestine” while being arrested by police after the shooting, according to video of the incident. The FBI affidavit supported the criminal charges against the suspect stated that he told law enforcement he “did it for Gaza.”
Recent research has found that anti-Zionist faculty at universities have created a hostile climate for Jews and Israelis.
According to a recent survey conducted by the Anti-Defamation League (ADL) and the Academic Engagement Network (AEN), university faculty and staff have exacerbated the antisemitism crisis by politicizing the classroom, promoting anti-Israel bias, and even discriminating against Jewish colleagues.
The actions by faculty provided an academic pretext for the relentless wave of antisemitic incidents of discrimination and harassment which pro-Hamas activists have perpetrated against Jewish and Israeli members of campus communities since the Hamas-led Oct. 7, 2023, massacre across southern Israel, according to the survey, released in September.
The survey of “Jewish-identifying US-based faculty members” found that 73 percent of Jewish faculty witnessed their colleagues engaging in antisemitic activity, and a significant percentage named the Faculty and Staff for Justice in Palestine (FSJP) group as the force driving it. Of those aware of an FSJP chapter on their campus, the vast majority of respondents reported that the chapter engaged in anti-Israel programming (77.2 percent), organized anti-Israel protests and demonstrations (79.4 percent), and endorsed anti-Israel divestment campaigns (84.8 percent).
Additionally, 50 percent of respondents said that anti-Zionist faculty have established de facto, or “shadow,” boycotts of Israel on campus even in the absence of formal declaration or recognition of one by the administration. Among those who reported the presence of such a boycott, 55 percent noted that departments avoid co-sponsoring events with Jewish or pro-Israel groups and 29.5 percent said this policy is also subtly enacted by sabotaging negotiations for partnerships with Israeli institutions. All the while, such faculty fostered an environment in which Jewish professors were “maligned, professionally isolated, and in severe cases, doxxed or harassed” as they assumed the right to determine for their Jewish colleagues what constitutes antisemitism.
Follow Dion J. Pierre @DionJPierre.
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Russian Teen Assaulted Over Israeli Flag Photo as Antisemitism Concerns Mount, Amid Calls for Jews to Leave Country
Rabbi Pinchas Goldschmidt, former chief rabbi of Moscow and current president of the Conference of European Rabbis, on June 24, 2024. Photo: IMAGO/epd via Reuters Connect
A 15-year-old student at a school in Russia was brutally assaulted by classmates after posting a photo featuring an Israeli flag on social media, Russian media reported, leaving him with a serious eye fracture from an incident that has drawn public outrage and is now under criminal investigation.
Earlier this month, a high school student in St. Petersburg, a major city in northwestern Russia, was physically attacked by two classmates after changing his social media profile photo to one featuring an Israeli flag, according to a report by local News Channel 78 on Sunday.
One of the attackers allegedly harassed the boy over his profile picture, demanding that he remove it and apologize.
After a verbal confrontation in which the attacker threatened the boy and hurled insults, including references to the Holocaust, he allegedly demanded that the victim meet him in the bathroom to continue the discussion.
When the two boys met there, the assailant reportedly demanded that he apologize on his knees. The victim refused but said he was willing to apologize without being humiliated.
The attacker then struck him repeatedly in the face while another boy blocked the bathroom exit.
The victim had to be hospitalized after suffering a fracture to the eye socket and underwent surgery under general anesthesia to remove bone fragments.
After spending more than a week in the hospital, he is now receiving outpatient care, and his family is coordinating with school administrators on a transition to home-based schooling as recommended by his doctors.
The boy’s mother reported the assault to the police, prompting local authorities to open a criminal investigation for assault and battery.
This incident came after Pinchas Goldschmidt, who served as Moscow’s chief rabbi from 1993 to 2022, recently urged Jews to leave Russia and consider immigrating to Israel, citing a growing hostile climate and rising antisemitic attacks targeting the local Jewish community.
“I have long urged Russia’s Jews to consider aliyah, the return to Israel. The post-Soviet renaissance was extraordinary, but illusions of permanence ignore history,” Goldschmidt, president of the Conference of European Rabbis, wrote in an op-ed for The Jerusalem Post earlier this month.
“Now, more than ever, Russia’s Jews should heed the call to leave. Israel offers not just refuge but a homeland where Jewish life is sovereign, not contingent on geopolitical whims,” he continued.
Although the number of Jews leaving Russia has declined, the country still accounted for the largest number of immigrants to Israel in 2025, with roughly 8,300 arrivals, according to data released Monday by Israel’s Immigration and Absorption Ministry.
This figure marked a nearly 60 percent drop from 19,500 last year and a small fraction of the 74,000 who immigrated in 2022 following Russia’s invasion of Ukraine.