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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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Daniel Patrick Moynihan and the Courage to Name Evil

Daniel Patrick Moynihan at the UN Security Council. Photo: Wiki Commons

On Nov. 10, 1975 — almost 50 years ago to the day — Daniel Patrick Moynihan did something that few diplomats or public figures would dare attempt today: he told the truth in public, when the world preferred a lie.

As the United States ambassador to the United Nations, Moynihan rose before the General Assembly to condemn Resolution 3379 — the infamous measure that declared Zionism to be “a form of racism and racial discrimination.”

Moynihan saw, with prophetic clarity, that this was no ordinary resolution. It was a calculated attempt to turn antisemitism into international law and an effort to delegitimize the Jewish people’s right to self-determination under the guise of anti-racism. 

Moynihan warned plainly, “The United Nations is about to make antisemitism international law.”

And then, in words that still thunder half a century later, he declared: “[The United States] does not acknowledge, it will not abide by, it will never acquiesce in this infamous act … A great evil has been loosed upon the world.”

I frequently open lectures with that story. I tell my students and audiences that if they remember nothing else from my remarks, they should remember this: courage begins with naming things truthfully. It’s why Moynihan remains one of my heroes. At a time when global institutions and elite opinion had succumbed to moral cowardice, he reminded the world — and America — that truth is not negotiable.

The Corruption of Language

Moynihan once wrote, “Everyone is entitled to his own opinion, but not to his own facts.”

That line, often repeated but rarely understood, expressed his deepest conviction: that words must map to reality, not be twisted to serve ideology. When the United Nations turned Zionism — a movement of liberation — into a synonym for racism, it wasn’t merely lying about Israel. It was corrupting the moral language on which civilization depends.

That corruption of language is what Moynihan fought so fiercely against. His 1975 speech was not only about defending Israel; it was about defending truth. He understood that words matter; that they are the means by which we give order to the world around us, and that once institutions redefine words to suit politics, they lose moral legitimacy.

In Jewish terms, what Moynihan did that day was Kiddush Hashem, sanctifying the divine name by standing for truth before the nations. He refused to let a lie pass unchallenged, even when doing so made him unpopular among diplomats and intellectuals. For him, the duty to speak truth outweighed the instinct to please.

Echoes in Our Time

Half a century later, his words feel hauntingly relevant. The same moral inversion that he condemned at the UN now reappears across Western institutions.

On elite campuses, students chant that “Zionists don’t belong.” Faculty resolutions describe the murder of civilians as “resistance.” Jewish students are told that their identity is oppression and their longing for homeland a form of violence. The language of “decolonization” has become the new euphemism through which antisemitism cloaks itself in moral respectability.

Moynihan foresaw this. He understood that the battle for truth is never merely political; it is cultural and linguistic. His stand in 1975 was not only a defense of Israel but of liberal civilization itself.

As he argued, culture, not politics, determines the success of a society — yet politics can change a culture and save it from itself. At the UN, he embodied both truths and proved that culture and politics alike can be redeemed when courage and clarity converge.

Many in the diplomatic corps thought him reckless; others accused him of inflaming tensions. But Moynihan knew that civility without conviction is just another form of surrender.

In refusing to “tone down” his words, he restored to American diplomacy something that had been fading for years: moral seriousness.

On Dec. 16, 1991 — 16 years after his speech and in the wake of the Soviet Union’s collapse — the United Nations repealed that infamous resolution. The reversal did not erase the damage, but it vindicated his courage and exposed the Soviet motives he had identified all along.

Geopolitical Tensions Today

Today, Moynihan’s moral framework faces new tests as the Abraham Accords expand into uncharted territory. As debates swirl over bringing Kazakhstan into the Abraham Accords, commentators like Amit Segal argue the move has little to do with Israel and everything to do with containing Iran and Russia.

Kazakhstan, a Muslim-majority state and the world’s largest uranium producer, accounting for about 40% of global supply, sits in a crucial corridor between Moscow’s weakening sphere and Tehran’s growing ambitions. For Washington, its inclusion symbolizes an attempt to expand the US-Israel-Arab alliance into Eurasia — a rebuke to authoritarian revisionism.

But others, like Shay Gal, warn that such moves may blur the moral map Moynihan fought to preserve. By tethering Israel’s normalization efforts to a bloc still tied to Moscow and influenced by Ankara — a government that has positioned itself as Hamas’ diplomatic advocate — the United States risks trading moral clarity for geopolitical convenience.

Moynihan would have understood this tension. He knew that alliances built without a moral spine eventually fracture under pressure. As historian Gil Troy recently wrote, Moynihan “backed Israel for reasons that had almost nothing to do with it.” He was defending the West’s moral vocabulary from Soviet distortion — the same “totalitarian mind” that “reeked of the totalitarian state.”

That distortion is visible today when democracies hesitate to call terrorism by its name or confuse appeasement with diplomacy. Whether in the UN, universities, or Washington’s corridors of power, the temptation to “tone down” the truth — to be “polite” in the face of lies — remains.

Moynihan mocked that instinct in 1975: “What is this word ‘toning down’; when you are faced with an out-right lie about the United States and we go in and say this is not true. Now, how do you tone that down? Do you say it is only half untrue?” he asked. “What kind of people are we? What kind of people do they think we are?”

He asked that question then. We should ask it again now.

The Lesson for Us

In my lectures, I tell students and audiences that moral courage isn’t about volume or virality. It’s about standing for something when every incentive points the other way. Moynihan didn’t posture. He told the truth in an unfriendly room — and did it with moral gravity. His example reminds us that education and citizenship alike begin with facts, not feelings, and that democracy cannot endure if we lose the courage to call things by their right names.

When Moynihan declared that “a great evil has been loosed upon the world,” he wasn’t speaking only of 1975. He was naming a permanent temptation: to believe that truth is negotiable, to mistake moral complexity for moral cowardice.

Moynihan’s life proves that civic courage and Jewish moral witness are inseparable. The fight against the world’s oldest hatred is not only Israel’s fight — it is the test of whether the West still believes in truth itself.

When the powerful grow timid and relativism reigns, we must remember Moynihan’s example: a man who refused to be silent while the world applauded a lie.

Because when a great evil is loosed upon the world, truth must be spoken aloud. Daniel Patrick Moynihan did just that. And that is why, half a century later, I begin my classes with his words and count him among my heroes.

Samuel J. Abrams is a professor of politics at Sarah Lawrence College and a senior fellow at the American Enterprise Institute.

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Iran Built Nuclear Weapons Instead of Desalinization Plants — Now There Is a Water Shortage

Iran’s Supreme Leader Ayatollah Ali Khamenei speaks in a televised message, after the ceasefire between Iran and Israel, in Tehran, Iran, June 26, 2025. Photo: Office of the Iranian Supreme Leader/WANA (West Asia News Agency)/Handout via REUTERS

“Water water, everywhere, Nor any drop to drink” — from Samuel Taylor Coleridge’s Rime of the Ancient Mariner — is a suitable motto for the Islamic Republic of Iran.

With the Persian Gulf in the southwest, the Sea of Oman in the south, and the Caspian Sea (an inland brackish water lake) in the north, Iran is surrounded by water — yet there is very little to drink. Iran’s experts, of course, blame Israel and the US for manipulating the weather and causing a drought so severe that the Islamic Republic’s president says he may “have to evacuate Tehran.”

If only Iran’s Mullahs had spent their money on desalination plants instead of nuclear facilities, the people of Iran would not be facing death from dehydration.

According to a new report by the Middle East Forum, Iran is at the precipice of “water bankruptcy” stemming from “the regime’s profound failure to adapt in a region where other arid states have successfully implemented sustainable water management strategies.” Whereas its neighbors have long planned for the absence of rainy days, investing in the infrastructure to provide water for its subjects, the Islamic Republic has wasted all its resources foolishly pursuing nuclear weapons.

Kuwait built eight desalination plants that provide 93% of the necessary drinking water to its 5 million people. Qatar built 109 desalination plants that provide 48% of the drinking water to its 3 million people, and the UAE built 70 plants that provide 42% of its drinking water for 11 million people. Saudi Arabia, the world’s largest producer of desalinated water, built 30 “super plants” that provide more than half of drinking water to its 34 million subjects.

Iran’s desalination plants, however, provide a mere 3% of the potable water for its 92 million thirsty people. It was one of the last nations in the Middle East to begin installing desalination plants, and they are small and inefficient, mostly relying on old technology and antiquated methods. In spite of Iran’s efforts to ramp up its desalination capabilities, the situation is dire.

Blinded by its nuclear ambition and hatred of Israel and the US, Iran has unwisely spent its money on expensive nuclear reactors and even more expensive nuclear bombmaking.

In the US, where environmental and regulatory fees inflate the prices, a nuclear reactor costs billions of dollars. The newest one in the US is the Vogtle nuclear power plant in Georgia, which has cost approximately $30 billion. In Iran, we can assume that the total price tag is lower, but the added expenses of burying facilities deep underground probably make the total roughly the same.

On top of the money Iran has spent on nuclear reactors, it has also spent untold billions on enrichment facilities, many of them also subterranean. It has spent liberally on research and development into trigger systems and the ballistic missiles to deliver bombs.

By contrast, a desalination plant costs in the millions of dollars. In 2010, Texas put the price tag at $658 million for a 100 MGD desalination plant. Today, a desalination plant might run $1 billion. That means that for every $20 billion-dollar nuclear site it built, Iran might have built 20 state-of-the-art desalination plants.

Without a steady supply of desalinated sea water, Iran has resorted to unsound policies to provide potable water, causing great harm to the land. These policies have led to drastic groundwater depletion, according to the Middle East Forum report, causing Iran’s cities to literally sink into the ground due to “aquifer compaction,” putting the nation well along the path to “aquifer death.”

Of course, the Islamic Republic will never acknowledge the folly of its ways. Instead, it will continue to blame the US and Israel, where five major desalination plants provide 80% of the nation’s drinking water.

The irony of Iran’s situation is that the entire world would step up to help the people of Iran avoid impending disaster were their nation not run by a bellicose government motivated by hatred. And Israel — the object of that hatred — would be among the nations most willing to help.

Chief Investigative Project on Terrorism (IPT) Political Correspondent A.J. Caschetta is a principal lecturer at the Rochester Institute of Technology and a fellow at Campus Watch, a project of the Middle East Forum where he is also a Milstein fellow. A version of this article was originally published by IPT.

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Jews Across the World Are Repeating the Mistakes of the 1930s

A shop damaged in Magdeburg, Germany, during Kristallnacht. Photo: Wikimedia Commons

In August 1933, only months after Hitler rose to power, a chilling article appeared in the Jewish Telegraphic Agency. Dr. Max Naumann, a proud German patriot and the founder of the Verband nationaldeutscher Juden — the Association of National German Jews — declared his unwavering loyalty to the Nazi government. Even as Jewish livelihoods were being dismantled and the beginnings of the Holocaust were in place, this group of proper, fancy German Jews insisted that Jews had nothing to fear if they behaved correctly, shed their national identity, rejected Zionism, and embedded themselves wholly within German society.

But history was about to deliver its verdict.

This is the story of a worldview that has reappeared across Jewish history again and again: the belief that if Jews abandon their nationalism, and appease their oppressors, they will be spared. They condemned the very concept of Jewish self-defense.

The existence in Germany of Betar, a Zionist movement founded in 1923, presented an ideological threat to this worldview.

Betar youths sang Hebrew songs, carried themselves with discipline, and insisted the Jewish people were a nation with a destiny. In the eyes of people like Naumann, Betar represented a dangerous idea: that Jews could survive only by standing as a proud, independent people — not by pleading for acceptance. History proved Betar right.

At first glance, one could treat Naumann as a figure locked in the past, but his story remains painfully relevant today. Across the Diaspora, Jewish communities are living through a renewed wave of open antisemitism not seen in generations. And how does a certain segment of world Jewry respond?

With fear. With appeasement. With approximately 33 percent of New York City’s Jews voting for Zohran Mamdani. They repeat the same delusions Naumann preached: that appeasement will earn respect, that silence will earn safety, that bowing one’s head will spare us.

We know where that path leads.

One of the most important lessons of the Holocaust — and indeed of all Jewish history — is that Jews need to fight back.  This truth remains unchanged today. And just like in 1933, the Jews most desperate to blend in, the ones who insist “We’re not like those other Jews,” will end up being persecuted and targeted by those they try to appease.

This is the moment when we must remember the Zionist leader who founded Betar, Ze’ev Jabotinsky. Jabotinsky believed that every Jewish person must stand tall, walk with pride, and never bow their head. Jabotinsky taught that Jewish dignity must never be surrendered, and that Jewish self-defense and a Jewish state is the only real guarantee of Jewish safety.

In the 1930s, Jabotinsky warned that Europe was becoming unsafe for Jews. Most of world Jewry dismissed his most dire warnings of death as hysteria.

Today, not a single one of the mainstream Jewish leaders of the Diaspora is talking about aliyah, the process of Jews immigrating to Israel.

Across the Diaspora, Jewish communities cling to institutions that no longer protect them, governments that no longer defend them, and illusions that no longer serve them. They dedicate themselves to endless dialogues with activists who openly seek their destruction. They send letters, petitions, pleas, and polite condemnations, all while their enemies march in the streets and terrorize their children on campus.

This is a Naumann mindset reborn. And just like in 1933, it is a deadly delusion.

World Jewry has failed to learn the most basic lessons of Jewish history. The lesson that no society, not even the most enlightened, guarantees Jewish safety. The lesson that Jewish security cannot depend on the goodwill of others.

And the only difference between then and now is the Jewish State.

At a time when New York, London, Toronto, Paris, Melbourne, and Johannesburg are becoming unsafe for Jews, Israel is thriving. Our cities — Jerusalem, Tel Aviv, Raanana, Herzliya, Haifa — are full of innovation, culture, Jewish life, and Jewish safety. Hebrew is spoken without fear. Soldiers protect us. Our national institutions — flawed as they may be — defend us. The Diaspora is in deep trouble, in part because many Jewish leaders abroad, like Naumann in his time, are enemies of the Jewish people.

Ronn Torossian is an Israeli-American Jewish communal leader and entrepreneur who lives in Israel.

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