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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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The post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.
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Israelis and Americans deserve to know why they are still at war
Israelis have once again been asked to live under the shadow of war. Sirens and missiles punctuate sleepless nights. Families sleep beside safe rooms. Children measure their days between alarms.
People will endure that, when they believe there is a purpose behind the sacrifice.
Yet three weeks into the current confrontation with Iran, Israel’s government hasn’t offered anything resembling such clarity. Nor has that of the United States. And as the costs of war accrue in both countries — with Americans worrying about forces deployed across the region, and paying the price of the conflict at the gas pump — citizens of both countries deserve something basic from their leaders: a direct, compelling explanation of what this war is supposed to achieve.
In a democracy, citizens who are sending their children to shelters and their soldiers to the front absolutely have the right to know the objectives of a war. Yes, you cannot reveal operational details that could endanger pilots, intelligence sources, or soldiers in the field.
But explaining the purpose of a war is not the same thing as revealing tactics. Israeli Prime Minister Benjamin Netanyahu and U.S. President Donald Trump aren’t exhibiting prudence by keeping things, as the Forward‘s Arno Rosenfeld wrote, “incoherent.” Instead, they’re showing contempt for those they govern.
The hubris would be troubling even if either government in question enjoyed broad public trust. But neither Netanyahu nor Trump are leaders who command such confidence. And the arrogance that has infected even officials under them reflects a deeper pattern that has long defined both men’s leadership: an extraordinary sense of entitlement to power.
An Israel defined by hubris
Many Israelis believe that Netanyahu bends the truth routinely and will do almost anything to remain in power. Under those circumstances, demanding blind faith in this war is insulting.
Consider the extraordinary elasticity of the government’s claims. In June, after the earlier 12-day confrontation with Iran, Netanyahu declared that Israel had pushed back Iran’s missile and nuclear threats “for generations.”
If anyone made the mistake of believing him at the time, it is now obvious that he was lying. Iran still possesses missiles, which we know, because they have rained down on Israel throughout this war. If this conflict is now necessary to confront the very same dangers, the public deserves an explanation of what exactly happened to the supposed “generations” of security their leader had promised.
Yet instead of engaging with tough questions from the press about why Israel engaged in this war, what its goals are, and when it will end, Netanyahu has opted to exclusively discuss the war on friendly platforms. There are social media videos produced by his team, which are pure propaganda; the rare stage-managed “news conference,” usually with the few questioners selected in advance; and a studious avoidance of interviews with the Israeli media — with the sole exception of the pro-Netanyahu Channel 14.
Incredibly, when asked by a reporter from Haaretz a few days ago what the goals of the war were — and why no explanation has been offered to the citizens of the country — Government Secretary Yossi Fuchs actually had the temerity to respond that, in his eyes, citizens don’t need to know about those goals. Some have been set, he said, but they are confidential.
This posture invites, of course, even more suspicion.
Muddled American messaging
If Netanyahu says too little, Trump, on the American side, possibly says too much.
He speaks constantly about the war, yet always seems to struggle with precision or coherence.
One day he suggests the conflict could last a long time. The next he says he thinks it may end soon. When asked about terrorism that could follow escalation, he shrugs that “some people will die.”
This is not surprising; Trump’s rhetoric on these things has always been belated, confused and focused on spectacle. Within hours of the bizarre American seizure of Venezuelan President Nicolás Maduro — a reprehensible figure but still the head of a sovereign state — Trump appeared on television explaining that the U.S. needed access to Venezuelan oil.
With short-term operations like that in Venezuela, Trump’s inability to explain why the U.S. needed to engage, and outline what Americans can expect going forward, was less glaring. Now, as he waffles between demanding NATO allies come to aid the war and insisting their help isn’t needed; bizarrely declares the war will end “when I feel it in my bones”; and makes clear that the war was initiated with no strategic foresight, it’s impossible to ignore
So Americans, like Israelis, are left struggling to understand what exactly their government is trying to accomplish. And while in Israel the war is still broadly supported — so great is the anger at the Iranian regime, and so effective has been Israel’s missile defense — that is hardly the case in the U.S.
The blame game
The risks of a war defined by ever-moving goalposts and a deliberately obscure timeframe are obvious and terrifying. Just look at the war in Gaza.
That conflict dragged on for nearly two years, accompanied by repeated declarations that Hamas would soon be eliminated. Today, Hamas still exists. Yet the government has offered no serious accounting of that reality. On the way to this endgame, in which the status quo has ended up preserved but with Gaza in ruins, Netanyahu repeatedly blocked off-ramps. He was clearly indifferent to the widespread perception that he was using the continuation of the war to avoid accountability: he explicitly and shamelessly argued that spectacular breakdown on Oct. 7 could not be investigated while the war continued.
In fact, he is using the exact same playbook in this new war, arguing last week — with Trump’s support — that Israeli President Isaac Herzog should issue him a pardon in his ongoing corruption trial so that he can focus on the war.
Some Israelis now genuinely fear that prolonged emergency conditions could become politically convenient. Netanyahu’s critics openly speculate that a monumental national crisis might provide justification to delay or manipulate elections — as Netanyahu is obsessed with remaining in power and is badly behind in the polls.
In the U.S., this fumbling has opened the door to an alarming new reality: one in which Israel and its international supporters are blamed for dragging the U.S. into war. On Tuesday, Joe Kent, director of the National Counterterrorism Center, resigned over the war with a public letter making unproven allegations that Trump fell prey to an Israeli “misinformation campaign that wholly undermined your America First platform.” There is a clear risk that such rhetoric, fueled by the sense of directionlessness in this war, will increase already surging antisemitism.
The paradox of justification
Netanyahu and Trump’s failure to clearly justify the war does not mean that the Iranian regime deserves indulgence.
Tehran has brutalized its own citizens for decades and exported violence throughout the Middle East. Through Hezbollah in Lebanon, Hamas in Gaza, the Houthis in Yemen, and Shiite militias in Iraq, it has helped fuel conflicts that have cost countless lives. The regime has given the world many reasons to wish for its disappearance.
For the past month I have been arguing relentlessly that the Iranian regime has forfeited any claim to sympathy and that its actions have justified the Israeli and U.S. attack.
A long war determined to bring the regime to its knees may not be fundamentally unjustified. But requiring blind faith in the leaders prosecuting that war is.
The post Israelis and Americans deserve to know why they are still at war appeared first on The Forward.
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Trump Official Resigns Over Iran War, Blames Israel
Mattie Neretin – CNP/Sipa USA via Reuters Connect
A senior U.S. counterterrorism official resigned Tuesday in protest of President Donald Trump’s military campaign against Iran, accusing Israel of playing an outsized role in pushing the United States into conflict.
Joe Kent, director of the National Counterterrorism Center, said he could not support the war, arguing Tehran posed “no imminent threat” to the United States. But it was Kent’s broader assertion, that pressure from Israel and pro-Israel voices influenced the decision to go to war, that drew swift pushback from the White House and national security experts.
In his resignation, Kent also drew parallels to the Iraq War, suggesting that similar dynamics shaped both conflicts, arguing that Israel pushed the US into the conflict. His comments revived long-running debates about how U.S. intelligence and foreign alliances factor into decisions to use military force, though many officials and analysts have rejected such comparisons as misleading.
“Iran posed no imminent threat to our nation, and it is clear that we started this war due to pressure from Israel and its powerful American lobby,” Kent wrote in his resignation letter.
Kent further claimed that he lost his wife in a “war manufactured by Israel.” Kent’s wife, Shannon Kent, died in 2019 when an ISIS suicide bomber detonated an explosive device during a U.S. military operation during the Syrian Civil War. Kent’s assertion suggests that Israel started the Syrian Civil War is completely unfounded. However, the notion that Israel controls the ISIS terror group is a popular conspiracy online.
The Trump administration forcefully disputed Kent’s claims, maintaining that the decision to strike Iran was based on credible intelligence about threats to U.S. forces and interests in the region. Trump dismissed Kent as “weak on security,” defending the operation as necessary to deter Iranian aggression and protect American personnel and allies.
Karoline Leavitt, White House Press Secretary, lambasted Kent’s letter as inaccurate .
“The absurd allegation that President Trump made this decision based on the influence of others, even foreign countries, is both insulting and laughable. President Trump has been remarkably consistent and has said for DECADES that Iran can NEVER possess a nuclear weapon,” she wrote.
National security experts and former officials also criticized Kent’s framing, arguing that it oversimplifies the policymaking process and risks promoting narratives that inaccurately portray Israel as driving U.S. military decisions. They emphasize that while Israel is a close ally that shares intelligence and strategic concerns, particularly regarding Iran’s nuclear ambitions and support for proxy groups, decisions to go to war are made by U.S. leadership based on American intelligence assessments.
Israel has long warned about the threat posed by Iran’s regional activities, including its backing of armed groups hostile to both Israeli and U.S. interests. Those concerns are broadly shared across multiple U.S. administrations and within the intelligence community, regardless of political party.
Kent’s resignation marks the most significant internal break so far over the Iran conflict and highlights growing divisions within the administration and across Washington. While some critics of the war have echoed his concerns about the lack of an imminent threat, others have expressed alarm at his decision to center Israel in his critique, warning that such claims can distort public understanding of how U.S. foreign policy decisions are made.
Kent came under fire during his confirmation process over his reported connections to white supremacists Nick Fuentes and Greyson Arnold. Kent admitted that he had conversations with Fuentes over social media strategy. However, Kent later distanced himself from Fuentes and repudiated his views.
Kent also holds other unorthodox foreign policy viewpoints, such as a relatively forgiving posture towards Russia’s invasion of Ukraine. In April 2022, following Moscow’s invasion of Ukraine, Kent argued that Putin was “very reasonable” and accused the US foreign policy establishment of aggravating Russia into war.
Kent’s comments on Tuesday drew widespread backlash from many who accused him of peddling antisemitic tropes. Ilan Goldberg, Senior Vice President and Chief Policy Officer of liberal pro-Israel organization J-Street, praised Kent for leaving the administration, but added “the antisemitic stuff in here blaming Israel for the Iraq war and a secret conspiracy of the media and Israelis to deceive Trump into going to war with Iran is ugly stuff that plays on the worst antisemitic tropes.”
“Donald Trump is the President of the United States and he is the one ultimately responsible for sending American troops into harms way,” Goldberg added.
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UK Hate Crime Prosecutions Reveal Stark Disparities Between Muslim and Jewish Victims
Demonstrators attend the “Lift The Ban” rally organised by Defend Our Juries, challenging the British government’s proscription of “Palestine Action” under anti-terrorism laws, in Parliament Square, in London, Britain, Sept. 6, 2025. Photo: REUTERS/Carlos Jasso
Hate crimes against Muslims in the United Kingdom are nearly twice as likely to result in prosecution as those targeting Jews, newly released figures show, exposing a striking imbalance in how justice is ultimately delivered.
According to data compiled by the British Home Office, the government department responsible for policing and security, figures on hate crime offences recorded over the past year show that Muslim victims of Islamophobic attacks were 76 percent more likely to see their attackers prosecuted than Jewish victims of antisemitic attacks.
Across the United Kingdom, 6.7 percent of hate crimes targeting Muslims led to a charge or summons — around one in 15 cases — compared with just 3.8 percent of offences against Jewish victims, or roughly one in 26, over the period from April 2024 to March 2025.
The gap is particularly stark in certain offences. Religiously aggravated assaults without injury against Muslims were over six times more likely to lead to prosecution, with 6.3 percent of cases resulting in charges compared with just 1.1 percent for Jewish victims.
Similarly, racially or religiously aggravated criminal damage was around four times more likely to result in charges, at 3.4 percent versus 0.8 percent.
Although 4,478 religious hate crimes were reported against Muslims compared with 2,873 against Jews, the smaller size of the Jewish population means such offences are far more concentrated and statistically significant. By raw population, the contrast is stark: around 3.9 million Muslims live in England and Wales, compared with 287,360 Jews
The Home Office’s data also reveals that Jewish people are disproportionately targeted, experiencing religious hate crimes at a rate roughly ten times higher than Muslims.
The Crown Prosecution Service (CPS) — the body responsible for bringing criminal cases in England and Wales — said comparing crime reports with prosecutions is difficult because cases can only proceed once police submit sufficient evidence for a charging decision.
According to the CPS, a record number of hate crime cases were referred by police last year, with 11,140 defendants prosecuted for racially flagged offences, resulting in a charge rate of 87.1 percent and a conviction rate of 85.2 percent.
In the UK, the Community Security Trust (CST) — a nonprofit charity that advises Britain’s Jewish community on security matters — recorded 1,521 antisemitic incidents from January to June last year. This was the second-highest number of antisemitic crimes ever recorded by CST in the first six months of any year, following 2,019 incidents in the first half of 2024.