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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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Jews cared more about Israel and antisemitism this election – but it didn’t change their votes much, exit poll shows
Jewish voters overwhelmingly backed Democrats in Tuesday’s midterm elections, even as concerns about Israel and antisemitism played a growing role in their political decisions, according to a new exit poll published on Thursday.
The GBAO Strategies survey of 800 Jewish voters found that 72% of Jewish respondents supported Democratic candidates for Congress, compared with 24% who voted Republican. The poll, sponsored by J Street, a progressive pro-Israel, pro-peace advocacy group, was conducted via text message from Oct. 28 to Nov. 3 and had a reported margin of error of plus or minus 3.5 percentage points.
The Democratic share was slightly lower than in previous midterm elections, when Democrats received 74% of the Jewish vote in 2022 and 76% in 2018. In the 2020 presidential election, 77% of Jewish voters backed Joe Biden, according to GBAO’s polling. These findings differ from a national NBC News exit poll, which found that 68% of Jewish voters supported Democrats this year and 31% backed Republicans, compared with 78% who voted for Kamala Harris in 2024. (The national surveys used different methods, making it harder to say how preferences actually changed.)
Jim Gerstein, GBAO’s pollster and a Democratic campaign consultant, cautioned against reading too much into the change over time. “You’d have to squint really hard to try and see that that is a shift or anything really meaningful,” Gerstein told the Forward during a press briefing. He noted that Republican support also fell, from 25% in the 2022 midterms to 24% this year. Gerstein suggested that strong opposition to President Donald Trump during his first term, including during the COVID-19 pandemic, may help explain the higher Democratic numbers in 2018 and 2020.
He also noted that campaigns and outside groups have spent significantly more money targeting Jewish voters in the past two election cycles. “These are really negligible, and we don’t look at this as much shifting,” he said.
Even as Democrats regained control of both chambers of Congress, Republicans did appear to make gains among Jewish voters in some closely watched races amid a divide over U.S. support for Israel. Several outspoken critics of Israel won seats in the House, including five members of the Democratic Socialists of America. Abdul El-Sayed of Michigan and Troy Jackson of Maine, two new senators who made criticism of Israel a major part of their campaigns, also won highly contested races.
The exit poll suggests that disagreements over Israel have not fundamentally changed how American Jews vote.
The future of American democracy remained the top concern for Jewish voters, with 44% naming it as one of the two most important issues influencing their vote, followed by 34% who said the cost of living was among their leading concerns. But Israel and antisemitism became more important than in previous elections. Twenty-one percent named antisemitism as one of their top two issues, up from 11% in 2024. Israel ranked sixth, cited by 14% of voters, compared with just 4% in 2022.
Compared to previous elections, Israel and antisemitism moved up the list of priorities — 21% identified antisemitism as one of their top two issues, up from 11% in 2024. Israel was ranked six with 14%, compared with just 4% in 2022.
Gerstein argued that rising antisemitism and the debates over support for Israel serve as a basic test for candidates rather than the deciding factor in most elections. “I think we see candidates in both parties passing that threshold quite easily,” Gerstein said.
Asked which positions expressed by candidates during the campaign they agreed with most, 30% chose unconditional support for Israel, while 39% favored support tied to Israel’s compliance with American interests and values. Another 31%, including 60% of voters between the ages of 18 and 34, agreed with the statement that Israel has committed genocide and should no longer receive U.S. aid.
Orthodox voters, representing 9% of the sample, voted Republican by a 63-34 margin.
A Jewish split on Israel
The survey also found a Jewish electorate that itself is becoming more divided over Israel.
Thirty-nine percent said their sympathies in the Israeli-Palestinian conflict were primarily with Israelis, compared with 23% who sided with Palestinians. Another 38% sided with both. Among younger Jews, 49% said they sympathized more with Palestinians, compared with 20% who sided with Israelis.
A majority — 51% — said it supported continuing $3.8 billion in annual U.S. military assistance to Israel, while 49% opposed it. However, 44% also said arms sales should be conditioned on compliance with U.S. law.
Jewish voters showed greater agreement on how criticism of Israel should be treated and whether Israel’s policies directly impact them.
Sixty percent said Jewish organizations that label harsh criticism of Israel as antisemitic are using concerns about antisemitism to defend unpopular Israeli policies. About two-thirds said AIPAC’s spending against candidates critical of Israel increases antisemitism in the United States, while 80% said Israel’s actions in Gaza and the West Bank contribute to antisemitism. An overwhelming majority of 76% support sanctions against violent Israeli settlers.
The survey also found that 39% of Jewish voters, including 63% of those under 35, said that spending by AIPAC to defeat Israel critics this election cycle made them less likely to support candidates backed by the pro-Israel group.
Mamdani scores high
One of the more striking findings was that New York City Mayor Zohran Mamdani was more popular among Jewish voters nationwide than Israeli Prime Minister Benjamin Netanyahu, despite his criticism of Israel and strained relationship with some Jewish organizations.
The poll found that 49% of respondents viewed Mamdani favorably, compared with 43% who viewed him unfavorably. Netanyahu received a favorable rating of just 20%, while 72% viewed him unfavorably. That marks a 12% decline in two years for the Israeli leader, who is struggling to form a government after the last Israeli election ended in deadlock.
In an interview with CNN Wednesday night, Mamdani pointed to his approach to governing as an example of how elected officials can represent Jewish voters even when they disagree with them on Israel.
“I represent the most Jewish city in the United States of America, and I know that there are some Jewish New Yorkers, for example, that may have a different set of opinions on Israel and Palestine as I do, and that doesn’t mean that I work any less hard to deliver for them across the board,” Mamdani said. “I think that’s the same truth for anyone who was elected last night.”
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Now that the election is over, can we stop dismissing everyone we disagree with by calling them ‘wrong’ or a ‘liar?’
I was walking to get a coffee on Election Day when a man screamed at me as he nearly ran me over with his bicycle. “Democratic Socialists aren’t Democrats!” he yelled.
After I regained my balance, I looked up. He turned back and called out to me a second time.
“It’s true, you know!” he said.
I scurried away. But his words — “true” and the assured “you know” — made me think about how language around American politics has come down to “truth” or “lies,” which leaves out a lot.
Maybe the simplicity of that thinking helped create a landslide.
Once it became clear that Democrats had triumphed, opinion writers frequently relied on the word “lie” to explain voters’ sudden seismic shift.
“Trump claims he kept more promises to American voters than he made. Like so many things he has said, that’s a lie, and voters punished him and his party for it,” Josh Barro wrote in The New York Times.
The problem with the theory that voters punished Trump for lying is that the man has been lying for decades, most famously about winning the 2020 election — which, of course, he lost.
He entered politics by lying about Barack Obama. So the real question is why Trump’s lies bothered people now.
Maybe a clue was in the language during the leadup to this election, and how it changed as the watershed results came in.
I don’t know about you, but I couldn’t help noticing that Israel was a hot topic that somehow disappeared on election night as journalists marveled that Mississippi was in play for a Senate seat while every kind of Democrat won — moderate, far-left, young, old.
But it didn’t seem that would happen a mere five days ago, in that other lifetime when former Speaker of the House Nancy Pelosi, during a discussion with podcaster Donny Deutsch, categorized debate over Israel as a fight between ‘right’ and ‘wrong.’
Back then, Michigan felt crucial, not one in a pile of Democratic wins. It was news that the elegant former speaker used the word ‘wrong.’
“When you say Israel doesn’t have the right to be a Jewish state, that’s antisemitic as far as I’m concerned,” Deutsch said, in reference to statements made by New York Mayor Zohran Mamdani and then-Michigan Senate candidate Abdul El-Sayed.
“It’s more than concerning,” Pelosi responded. “It’s wrong. It’s wrong. And it isn’t a reflection of the Democrats in the Congress of the United States.”
I flashed back to that one-syllable word — “wrong” — early Wednesday morning when, with El-Sayed’s victory, it seemed that, contrary to what Pelosi said, objecting to Israel’s existence as a Jewish state was apparently no longer viewed as categorically “wrong.”
Wrong vs. right
If objecting to Israel’s existence was “wrong,” then what was “right”?
Some Jewish politicians — like Michigan Attorney General Dana Nessel — told Jews to put their own concerns aside for the “needs of the world.”
“We have a moral imperative to place the needs of the world above even our own self-interest and, yes, even our own survival,” Nessel said, acknowledging that Jews faced a “stark choice” due to some of the comments made by Democrats.
After the election, anti-Israel commentators mocked Jewish politicians — and journalists.
Mehdi Hassan, founder of media company Zeteo, taunted Representatives Josh Gottheimer and Debbie Wasserman Schultz, along with CNN anchor Dana Bash, all Jewish. “He won,” Hasan said, calling El-Sayed a “left-wing Muslim anti-Zionist.”
“And so for all of you, I have two words — two words — cry more.”
The dismissiveness is the point
What got me about Hasan’s comments wasn’t just the hatred; it was the dismissiveness — as if all the existential worry within the Jewish community didn’t matter at all.
As if Nessel, who tried to find the “right” thing to do in a time when lies from the leader of the free world — not to mention violence against immigrants, humiliating comments toward and threats against brave Ukrainian leader Volodymyr Zelenskyy, and fleecing the United States in one of the biggest cons in history — meant asking her fellow Jewish Democrats who worried about Israel and attacks on their own local synagogues to ignore their own inner voice.
In its post-midterms statement, the Anti-Defamation League used the word “dismissed” with regard to Jewish Americans’ concerns — on a night when some candidates proved that ignoring Jews’ worries is not a barrier to electoral victory.
“Antisemitic rhetoric and scapegoating fuels hatred and can lead to harassment, threats and violence. In too many places, Jewish Americans’ concerns about this were overshadowed by competing priorities or dismissed outright,” the statement read.
Hmmm, I thought thinking about what that bicyclist had yelled at me: “You know it’s true.”
But I can’t help thinking that I don’t know what’s true; none of us know yet why so many voters finally dumped Trump.
I do, however, think that the framing given by the bicyclist, so convinced he knew what was and wasn’t true, and the dismissiveness problem, are related. That’s because the easiest way to dismiss another person’s thought process is to say “that’s a lie.”
I don’t know what’s worse — to be called a liar, or to be ignored — but amid all the celebration, I fear many in the Jewish community may soon find out.
In the months ahead, I’ll be listening for dismissiveness. I’ll be watching the distance between truth, lies, right, wrong, and “cry more.”
And I’ll notice when anyone — whether they’re a screaming bicyclist, journalist, or a politician — tells me I should already know what the truth is.
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I’m glad El-Sayed won – but I wish he’d lost
The election of Abdul El-Sayed is my least favorite dream to come true.
I’m glad he won the race for senator because, along with a clear majority of Americans, I believed it was time to elect a Congress and Senate that would serve as a check on the presidency and put forth policies to repair our struggling country.
If I lived in Michigan, I would have voted for him for that reason. But as Election Night wore on and it became clear Democrats and independents had won a comfortable majority in the Senate, I hoped El-Sayed would lose.
Judging by the post-election surveys, I’m not the only Jew who felt this way. El-Sayed won about 60% of the Jewish vote. But he ran about 20 points behind Jocelyn Benson, the Democratic candidate for governor, with those same voters.
They didn’t flee the Democratic party, but they did show less enthusiasm for El-Sayed. In my case it had nothing to do with the fearmongering over his religion or family. (The Republican Jewish Coalition called El-Sayed, “the most antisemitic U.S. Senate candidate in America.”).
My problem was that El-Sayed too often mirrored the toxic politics of his opponents. He aligned himself with Hasan Piker then offered tepid, tardy disavowals of the popular streamer’s extremism. I criticized President Donald Trump for doing the same with the Proud Boys, David Duke, QAnon and the Holocaust denier Nick Fuentes.
And, like Trump, El-Sayed lied, constantly telling Michiganders that their schools and hospitals were underfunded because the government sent the money to Israel instead. He’s a smart man who knows that aid money amounts to .05% of the federal budget, is mostly spent in America and is hardly the reason for underfunded education.
But he repeated the lie in his victory speech Tuesday night. “We want our taxes spent here,” he said, “for schools here, and healthcare here, and infrastructure here. We don’t want our money sent to do apartheid, or genocide, or war.”
Sound familiar? “This tsunami of Illegals has destroyed Americans’ Public Schools, Hospitals, Parks, Community Resources, and Living Conditions,” Trump wrote on Truth Social last year.
How is a Democratic candidate who scapegoats the Jewish state for the ills of Flint any different than a Republican who blames crime on Haitians, fraud on Somalis and bad schools on Mexican immigrants? Both invite hate and divert attention from real solutions. When El-Sayed points at Israel as the cause of Michigan’s problems, the blame falls on American Jews, Haile Soifer, chief executive of the Jewish Democratic Council of America, pointed out during the race.
The least surprising twist in the dramatic campaign was when Tucker Carlson endorsed El-Sayed — both men push a simple theory of who’s to blame for America’s ills.
But as much as I would have preferred to win without El-Sayed, his election is far from the nightmare many American Jews fear.
He is one senator out of 100, and one Democratic senator out of 54, or 56, depending on the Mississippi and Alaska races.
El-Sayed will soon learn that accomplishing the things that are most important to Democratic voters — universal health care, campaign finance reform and affordability — has nothing to do with Israel.
Trump, on Election Day morning, helped politicians in both parties by announcing an end to U.S. aid to Israel. It’s unclear how that putative end will look in fact, but what’s certain is that as the U.S. and Israel redefine their relationship, El-Sayed and others in both parties who have been fervent critics of that aid will have to say what they’re for, not just what they oppose.
In a pre-election interview with the New Yorker, and elsewhere since his victory, El-Sayed said he wants a process that offers peace and self-determination to Palestinians and the “Jewish Israeli people.”
That’s a promise that the 40% of Jewish voters who didn’t back him — and the majority who did — should hold him to, and work beside him to help make happen. The Jews who stuck with El-Sayed have especially earned that right.
“Political coalitions that grow and endure can only be built when we join with those with whom we have real – even profound – disagreements,” wrote Jeremy Ben-Ami, founder of the liberal Zionist lobby J Street, following the election.
On the campaign trail, El-Sayed’s anti-Israel rhetoric clearly resonated with some core constituencies. Inside the Senate, where moderate Democrats are a majority, El-Sayed will find a constituency for pragmatic steps to moving Israelis and Palestinians in that direction.
And that would indeed be a dream come true.
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