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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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AIPAC couldn’t stop Michigan’s El-Sayed in the primary. Now it’s trying again.

AIPAC’s super PAC has re-entered Michigan’s closely watched U.S. Senate race less than a month before the general election, spending nearly $100,000 on mailers attacking Abdul El-Sayed, despite earlier concerns by allies of his Republican opponent, Mike Rogers, that it would boost the Democratic nominee.

The spending of $94,620 by United Democracy Project (UDP) on direct mailers was disclosed in a Friday campaign finance filing. It comes after Rogers publicly welcomed AIPAC’s support during a televised debate last week, reversing the position initially taken by people close to his campaign who worried the pro-Israel group’s involvement could hurt his chances.

A spokesperson for the group told Jewish Insider that the mailers target 130,000 identified Jewish voters in the swing state. It focuses on El-Sayed’s response to an attack on Temple Israel in West Bloomfield earlier this year. El-Sayed drew criticism for saying “hurt people hurt people” when discussing the attacker, whose brother was reportedly a Hezbollah commander killed in an airstrike on Lebanon. El-Sayed later apologized, saying he had been trying to provide broader context for the attack.

UDP spent more than $30 million trying to defeat El-Sayed in the Democratic primary this summer and in support of Rep. Haley Stevens, who lost by about one percentage point.

Following the primary, allies of the Republican nominee reportedly asked AIPAC not to run ads to boost him, fearing that the group’s involvement would give El-Sayed the same political foil that helped him overcome its massive spending in the primary. Axios reported that AIPAC officials didn’t take that rejection easily.

But Rogers appeared to change course last Thursday when asked whether he’d welcome AIPAC’s support.

“Anybody that wants to help my campaign stop a guy who can’t condemn terrorism in our own country because he’s so close to the people who are supporting the Muslim Brotherhood, again, I’ll take all of that help,” Rogers said at Thursday’s televised debate. El-Sayed interrupted to say he had condemned terrorism.

A new super PAC, Together for Michigan, aired an ad during the debate featuring Taylor Weintraub, whose child attends the Temple Israel preschool that was attacked in March.

Rogers went further on Friday at a campaign event with Sen. John Kennedy of Louisiana, accusing El-Sayed of being “so anti-Jewish” that a single mailer had upset him. Rogers said he welcomed help from Jewish supporters seeking to defeat his opponent. Kennedy also attacked El-Sayed, saying AIPAC would not be involved in the race if the Democrat did not “sleep in a Bin Laden jersey.”

El-Sayed, an Israel critic who has made opposition to AIPAC a central part of his campaign, responded by accusing Rogers of desperation. “You know Mike Rogers is in trouble when he begs AIPAC to start spending against me,” he wrote on X.

Some Jewish Democrats are publicly supporting Rogers, saying El-Sayed has failed to assuage concerns in his outreach to Jewish voters and in campaign appearances in recent months. If elected, El-Sayed would become the first Muslim member of the U.S. Senate.

Recent polls show El-Sayed with a narrow lead in the race to replace retiring Democratic Sen. Gary Peters. Recent elections in Michigan have been decided by narrow margins. Trump won the swing state in 2024 by about 80,000 votes, while Democratic incumbent Elissa Slotkin defeated Rogers in the Senate race that year by fewer than 20,000 votes. Four years earlier, Joe Biden won Michigan by about 2.8 percentage points.

The post AIPAC couldn’t stop Michigan’s El-Sayed in the primary. Now it’s trying again. appeared first on The Forward.

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In Israel’s election, Netanyahu faces a reckoning over Oct. 7 failure

With barely two weeks remaining before Israel’s Oct. 27 election, the country has been consumed by an extraordinary confrontation between Prime Minister Benjamin Netanyahu and senior former aides over what he knew before the Hamas massacre of Oct. 7, 2023, what he did with that knowledge and whether his office subsequently sought to rewrite the historical record.

The immediate catalyst was a bombshell television interview in recent days with Maj. Gen. (res.) Avi Gil, Netanyahu’s former military secretary, who served alongside him before and during the attack that killed approximately 1,200 people and saw 251 taken hostage. Gil had remained largely silent for three years, expecting to present his evidence to a state commission of inquiry. But with Netanyahu blocking such an inquiry, amid transparent scheming to deflect blame, Gil decided to speak publicly.

What he described went considerably beyond the failures of intelligence and military preparedness that have already been extensively documented. Gil accused Netanyahu’s office of attempting to falsify an official record from the morning of the attack. He challenged the prime minister’s account of early warnings he received. He confirmed that Netanyahu rejected recommendations for preventive military operations against Hamas. And he   described how political considerations influenced decisions over hostage negotiations, potentially prolonging the captivity of people who could have been brought home earlier – and alive.

His testimony is particularly consequential because it directly challenges a 55-page document Netanyahu released in February, presenting his version of the events preceding Oct. 7. Submitted to Israel’s state comptroller, the document portrayed Netanyahu as having repeatedly advocated tougher action against Hamas while security officials underestimated the threat. It has become central to his defense against accusations that his longstanding policy of containing Hamas helped create the conditions for the catastrophe.

Gil, who attended the relevant meetings and recorded his experiences in 16 notebooks, described the published document as a profoundly incomplete and misleading account, containing lies and half-truths. It failed to reflect even half of what he witnessed.

A separate investigation published Friday by Yedioth Ahronoth, comparing Netanyahu’s account with original records of security deliberations, reported significant omissions and distortions, including instances in which Netanyahu allegedly rejected proposals to target Hamas leaders that his February document presented as initiatives of his own.

Most explosive was Gil’s account of an alleged attempt by Netanyahu’s then-chief of staff, Tzachi Braverman, to change the official time of a telephone conversation on Oct. 7 from 6:40 a.m. to 6:29 a.m. Moving the time backward could create the impression that Netanyahu had been issuing instructions from the first moments of the assault. Gil said a stenographer told him she had been instructed to alter the record, prompting him to notify the attorney general.

Nitzan Alon, another retired general who headed the government’s hostage release operation, and took part in negotiations throughout much of the war, also told reporters that “it was possible to end the war a year earlier” and save the lives of numerous hostages who eventually died in captivity.

Another remarkable confrontation involves Ronen Bar, the former head of the Shin Bet domestic security agency, whom Netanyahu has repeatedly blamed for the failures of Oct. 7. In late September, Bar announced plans to sue Netanyahu for defamation, accusing him of conducting a campaign of false allegations about his conduct before the massacre. Bar said he had warned Netanyahu about a looming security disaster and demanded disclosure of the original records of security meetings, communications and warnings, including the prime minister’s contacts with foreign officials.

Those demands have acquired additional significance amid reports that senior officials from Egypt and the United Arab Emirates warned Netanyahu about Hamas preparations shortly before the attack. Netanyahu categorically denies receiving such warnings and has threatened legal action over the reporting.

Gil’s revelations arrived alongside another striking intervention from a former Netanyahu confidant. Yoav Horowitz, , once Netanyahu’s chief of staff and director-general of the Prime Minister’s Office, told Kan’s Reshet Bet radio last week that he had gradually come to understand that Netanyahu’s decisions were driven primarily by considerations of personal political survival rather than the national interest.

Now a senior aide to leading opposition figure Gadi Eisenkot, Horowitz attributed that transformation to the corrosive effects of prolonged power, observing that “too much time in power corrupts,” and framed the approaching election as being about saving the country.

Horowitz now heads the team preparing its first 100 days in government. His criticism therefore comes from a former trusted aide who has become an active political opponent, adding another dimension to the dispute over Netanyahu’s leadership.

The question of political survival also figured prominently in Gil’s account of the hostage negotiations. Asked whether coalition pressures had influenced decisions that delayed agreements to free hostages, Gil said some hostages could have returned earlier and that political calculations had played a role in the decisions that kept them in captivity.

Netanyahu has rejected Gil’s allegations, and his Likud party has characterized the latest revelations as politically motivated propaganda. Netanyahu and his supporters maintain that senior security officials failed to recognize the imminent danger.

The country is still struggling to establish a common factual account of its most traumatic day in decades, while the officials who participated in the crucial decisions offer sharply conflicting versions of what happened. Meanwhile, the families of those killed on Oct. 7, survivors of the massacre and former hostages continue demanding answers about the decisions that shaped their lives.

The public appetite for an inquiry into the disaster is overwhelming. A September 2025 survey by the Israel Democracy Institute found that 74 percent of Israelis supported establishing a state commission of inquiry, including 68 percent of Jewish respondents identifying with the political right. A subsequent survey conducted in February 2026 found that 92 percent of Israelis considered it important to investigate the events.

The absence of such an inquiry has left journalists, former officials, politicians and bereaved families conducting an increasingly contentious public investigation of their own. Documents appear selectively, witnesses offer competing recollections, and allegations that might otherwise be tested through sworn testimony and access to classified evidence become weapons in an election campaign. With spiraling suspicions being leveled at Netanyahu, the election will take place amid unresolved questions – and a rage that grows more toxic by the day.

The post In Israel’s election, Netanyahu faces a reckoning over Oct. 7 failure appeared first on The Forward.

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Archaeologists uncover a 300-meter section of ancient aqueduct in Jerusalem

(JTA) — JERUSALEM — Israeli archaeologists have uncovered a 300-meter (984-foot) section of Jerusalem’s ancient Lower Aqueduct, providing another window into how engineers about 2,000 years ago ensured that the city would have an adequate supply of water for residents and pilgrims.

The Israel Antiquities Authority (IAA) began the dig three months ago in advance of the planned construction of a new neighborhood in East Jerusalem, at the city’s edge. Such “salvage excavations” are often carried out prior to major construction projects in Israel to ensure that any ruins discovered at the site can be mapped and protected even if they aren’t excavated at the time.

Believed to have been built in the Hasmonean period in the second and first centuries B.C.E., this engineering system carried spring water from the Gush Etzion region of the West Bank, through Solomon’s Pools south of Bethlehem, to Jerusalem and the Temple Mount. It remained in intermittent use until the early 20th century.

Although parts of the aqueduct have been uncovered in previous excavations, this is the first time such a large section will be made permanently accessible to the public, Benyamin Storchan, an IAA archaeologist and the excavation’s co-director, told the Jewish Telegraphic Authority.

Based on earlier discoveries and a wide range of research, archaeologists had strongly suspected where the newly uncovered section was located.

“We were able to work with municipal urban planners to ensure that the shape of the new neighborhood will be determined not only by its natural topography, but based on the antiquities found there,” Storchan said.

The aqueduct, the discovery of which was made public on Sunday,  will be preserved as a promenade/archaeological park at the entrance to the future neighborhood by the IAA and Israel Land Authority.

Bringing Water to Jerusalem

Before the aqueduct was built, the landlocked city of Jerusalem relied on the Gihon Spring and rainfall runoff for its entire water supply, Storchan said. Under Hasmonean rule, Jerusalem’s population grew and the need for water increased. That was especially true during Jewish festival times, when pilgrims doubled or even tripled the population.

The solution involved transporting water from springs in the Gush Etzion region, a hilly area more than 800 meters above sea level. Spring water had to be channeled to collection areas, and then toward Solomon’s Pools, an extensive water-storage complex built south of Bethlehem. From there, two major aqueducts, the Lower Aqueduct and the Upper Aqueduct, carried water toward Jerusalem – a distance of more than 20 kilometers (12 miles).

The Lower Aqueduct, which appears to predate the Upper Aqueduct, “is an engineering marvel,” Amit Re’em, the IAA’s Jerusalem district archaeologist, said in a press statement. “Even today, with all our modern technology, building such a system would require extensive planning and effort. The thought that, about 2,000 years ago, they managed to bring water to Jerusalem this way is astonishing.”

Its route had to follow the contours of the rugged topography while maintaining a gentle gradient for the water to flow by gravity alone, without mechanical pumps. Along most of its route, the water dropped just one meter in elevation per kilometer.

“The newly exposed section reveals the various stages in the history of the water system,” the IAA said. “Initially, the water flowed in a built, plastered channel. Then, about 500 years ago, during the Ottoman period, ceramic pipes were installed within the original channel, the outer face of the aqueduct wall was plastered and small stones were pressed into the plaster while still wet.”

Used for about 2,000 Years

One of the aqueduct’s most remarkable characteristics was its longevity. Believed to be constructed during the Hasmonean period, it was repaired and reused through successive eras, including the Roman, Byzantine, Umayyad, Crusader, Mamluk and Ottoman periods.

The fact that various kingdoms and rulers decided to repair and not replace the water system “is one of the most fascinating parts,” Storchan said of the waterway. Rather than repurposing an older structure for a different use, successive rulers retained the aqueduct’s original purpose.”, “here we see a single installation being reused again and again for its original function.”

The aqueduct was used until about a century ago, when modern water infrastructure, including electric pumping stations, proved more efficient. Its long history of repairs, however, complicates archaeological dating, Storchan said. Those who repaired it over the millennia added plaster, repaired collapsed sections and modified the channel, sometimes obscuring evidence of the original construction.

Utilizing modern technology 

Still, the latest excavation gives researchers an opportunity to reexamine longstanding questions with advances in scientific dating methods.

“Today, technology is more advanced than it was then. We’re working with all kinds of specialists to pinpoint the dating of the original construction,” Storchan said.

One such method is optically stimulated luminescence (OSL), which can estimate when mineral grains in sediment were last exposed to sunlight. Combined with the analysis of mortar, plaster and archaeological layers, the technique may help narrow the dates associated with different stages of the system’s development.

For Storchan and his colleagues, every new insight is a cause for celebration.

“Our job as archaeologists,” he said, “is to fill in another piece of the puzzle.”

This article originally appeared on JTA.org.

The post Archaeologists uncover a 300-meter section of ancient aqueduct in Jerusalem appeared first on The Forward.

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