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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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What a West Bank visit taught me about the past and present tragedies of Tisha B’Av
As we chant Lamentations on the floor, in the dark, on Wednesday night for Tisha B’Av, we will open with the word “eikha” — “how.”
That same word became the refrain of a recent eight day visit I made to Israel and the West Bank.
I traveled to Jerusalem for a week of immersive learning with 150 rabbis and cantors at the Shalom Hartman Institute’s annual Rabbinic Torah Seminar. But my learning wasn’t restricted to the beit midrash. I spent time with cousins finishing combat service; friends working late into the night in the Knesset before its dissolution; people working to build shared society in Haifa; and families grieving the loss of loved ones. And at every turn, I found myself asking “eikha.”
“Eikha” is more than a question. It is the sound made when the distance between what should be and what is becomes almost impossible to bear. Naming that distance is at the heart of Tisha B’Av — and, for me, at the heart of thinking honestly about Israel today. How will Israel move from this moment of profound moral and political fracture toward the future our prophets imagined?
On a visit to the West Bank with Rabbis for Human Rights, I connected with Israelis from across the country who had come to be a protective presence for Palestinians in Jenata, near the settler outpost of Havat Eitam. The Palestinians there face violence and intimidation in an area formally under Palestinian civil authority. We heard from a man whose brother had recently been killed by settlers, and we learned that their imam was jailed just that morning to prevent Friday prayers from moving forward as planned.
Then we were told to leave. The corner of the village we were visiting was declared a 24-hour closed military zone.
Next we traveled to Umm al-Khair, a Palestinian herding community where the Hathaleen family buried their son Awdah almost a year ago, after he was shot and killed by an Israeli settler who still walks free. Since his death, settlers have built caravans encroaching into the village, with some only a few meters from homes. This encroachment has triggered the declaration of another “closed military zone,” cutting the family off from their own bathroom and animals. They must use a neighbor’s bathroom and can only feed their animals when a soldier comes to allow it.
I asked a soldier standing guard that day whether any of it troubled him.
“Doesn’t Oct. 7 trouble you?” he replied.
I don’t know what that soldier has seen, or what he has lost. But I know his response took two griefs and set them against each other, as though one atrocity could justify another. “Eikha”: How do we nurse our deepest wounds without allowing them to justify our wounding others? How do we stay safe and moral?
This past Shabbat was Shabbat Hazon — the “Sabbath of Vision” — so named for the opening word of the Haftara, which describes Isaiah’s vision of a devastated but ultimately redeemed Jerusalem. That reading, in our current context, must push us — and, God willing, Israel’s next political leaders — to articulate compelling responses to the questions bearing down on Israeli society and on Judaism itself. To ask how we came to a point of such dire trouble, and realize a vision for redemption from it.
I keep thinking about the way slain hostage Hersh Goldberg-Polin would remind his fellow captives, citing Holocaust survivor Viktor Frankl’s words, that if they could hold onto a “why,” they could endure any “how.”
Israel and the Jewish people have profound whys. We are meant to be, in the words of “Hatikvah,” “a free people in our own land.” And to be, in the words of the Torah, “a kingdom of priests and a holy nation.”
This Tisha B’Av, as we mourn the destruction that shattered Jewish sovereignty in the land of Israel 2,000 years ago, we must also reckon honestly with the forms of inhumanity that threaten its moral future and physical safety today.
We must understand that our freedom, our holiness and our humanity are bound up in that of the Hathaleen family, and the besieged villagers of Jenata. During my visit, an Israeli cousin of mine acknowledged that everything I had seen in the West Bank was real and terrible — and that he didn’t want Palestinians living so close to Israel, out of fear of an Oct. 7 attack from the West Bank. What I wish all of us could better understand: If Jewish freedom depends upon denying Palestinian freedom, then it is neither the freedom of “Hatikvah” nor the holiness the Torah demands. I also don’t think it will make us safe.
This is, I think, the particular question facing rabbis and Jewish communal leaders like me right now: how do we hold onto our right — our obligation — to name Israel’s failures honestly, as people bound to this place and this story, without having our words weaponized to delegitimize and demonize the entire project? My criticism of what I saw in Jenata and Umm al-Khair comes from love — the same love that makes looking away impossible. Learning how to hold both at once, unflinching criticism and unwavering commitment, may be the most urgent “eikha” of this particular moment.
After Tisha B’Av comes the Shivah d’Nehemta — the Seven Weeks of Consolation that carry us into Rosh Hashanah.
In those weeks, the questions of “eikha” don’t disappear. They deepen. These weeks lead us into Elul, a time of intense heshbon hanefesh — accounting of the soul. The pairing of consolation with accounting suggests that renewal comes not through answering our questions, but through finding the courage to keep asking them.
How do we protect ourselves without surrendering our humanity? How do we acknowledge our own suffering without turning it into permission to inflict suffering on others?
Those are Israel’s questions as they move toward their October elections. They are ours as well, as we navigate being Jews in this moment.
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To protest immigration policy, they’re saying kaddish — then marching to Comic-Con
Progressive Jewish groups across the country this week are using the fast day of Tisha B’av to protest national immigration policies, gathering outside ICE facilities, immigration courts,city halls and in San Diego’s case, culminating at a convention center. Tisha B’av protests are also planned in Los Angeles, Maryland, Massachusetts and Washington, D.C.
Tisha B’av commemorates several Jewish national tragedies, including the destruction of the Holy Temple in Jerusalem nearly 2,000 years ago. Protest organizers connect the torment tied to the destruction and ensuing exile, recounted in the book of Lamentations, to the pain experienced by immigrant families today.
“We had our sacred spaces taken away from us and we became wanderers,” Rabbi Mike Rothbaum, leader of San Diego synagogue Dor Hadash and one of the protest organizers, said in an interview. “And what is happening to the people who are in our streets? They’ve already been made wanderers once — having to escape torture, persecution, degradation — and now we’re doing it to them again.”
The protesters in San Diego — representing Jewish groups, labor unions, left-wing political organizations and social justice nonprofits — will begin by reading from Lamentations outside the Edward J. Schwartz Federal Courthouse, where immigrants are often detained following their hearings. They then will march to the San Diego Convention Center. They also plan to recite kaddish for people who have died in ICE custody or at ICE protests.
The immigration protests are part of a long history of Jewish groups using Tisha B’av as an opportunity to reflect on social ills. And while they will occur across the country, the protests are not nationally organized, according to their organizers. Instead, each one has a particular local resonance.
“San Diego is a border city,” Rothbaum said, “and the fact that we have a government that says the people born on this side of the border are more important, more precious, more sacred than people born on the other side of that border is blasphemy.”
Rothbaum’s involvement in Tisha B’av immigration actions dates back to the first Trump administration, when he was working in Massachusetts. A similar rally will unfold there this week outside New England’s ICE headquarters.
That event will include an Erev Tisha B’av program led by the state’s Religious Action Center of Reform Judaism and the Jewish Alliance for Law and Social Action.
Cindy Rowe, the alliance’s president and CEO, will also speak about Tisha B’av at a rally at Boston City Hall to protect the temporary protected status of Haitian immigrants, which expires Thursday. Massachusetts is home to roughly 45,000 Haitian immigrants whose legal status could be in jeopardy after the U.S. Supreme Court ruled last month that President Trump has broad authority to deport them.
The expiration of Haitians’ temporary protected status on Tisha B’av was “a cruel twist of fate,” Rowe said.
Tisha B’av represents “a day of mourning for the destruction of communities, and that’s exactly what we’re seeing right now in our modern day,” Rowe said. “The destruction of our own community right in front of our eyes.”
More than a dozen Jewish groups — including several synagogues, a JCC and various social justice groups — are partnering with multifaith organizations and labor unions on a Thursday afternoon event in Los Angeles, which will include testimony from clergy who have witnessed the conditions of detention in ICE facilities.
These groups held a similar event last year, when the spectacle of immigration enforcement raids was winning daily headlines. The media focus has since dwindled, but ICE detentions continue apace, according to Brooke Wirtschafter, executive director of Jewish Partnership for Los Angeles, a progressive group that focuses on local issues like housing and immigration.
“It is very much alive and real in Los Angeles in 2026,” Wirtschafter said. “If it is less dramatic than it was in 2025, it’s still very active, and so it’s important to us to continue to raise the issue.”
Likewise, a Jewish-themed immigration protest outside Comic-Con might feel dissonant to the traveling fans encountering it. Rothbaum wants it to turn heads.
“I hope when they come out and they see this group — and then they see Jews are part of this group — that they’ll think for a second before they go to the next thing, ‘Hey, what is my ethical obligation?’” Rothbaum said. “What are Americans’ ethical obligations to the people who come here, either escaping torment or looking for a better life?”
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Israel alarmed by reports of a possible US-Saudi nuclear deal
(JTA) — A potential U.S. civilian nuclear deal with Saudi Arabia, which The New York Times has reported could be announced by the Trump administration as early as Wednesday, is alarming some Israelis and Americans.
Critics are concerned that the deal, through which U.S. companies would help Saudi Arabia build civilian nuclear energy plants, could allow Saudi Arabia to eventually develop nuclear weapons. The proposed plants would have the capacity to enrich uranium and reprocess spent nuclear fuel without pervasive oversight.
The arrangement would also remove one of the key incentives to encourage Saudi Arabia to normalize relations with Israel. The Biden administration had been in the process of exchanging such nuclear access for Saudi acceptance of open ties with the Jewish state when the Hamas-led attack against Israel on Oct. 7, 2023, upended the efforts.
Now, a number of media outlets, including the Times and The Wall Street Journal, are reporting that President Donald Trump plans to move ahead with the civilian nuclear program without such strings attached, though a deal has not yet been publicly announced by the Trump administration or formally acknowledged by the Israeli government.
According to Reuters, the nuclear deal would be given to Congress for review but could only be blocked by a two-thirds majority.
When quizzed by Army Radio on the deal, Likud Culture and Sports Minister Miki Zohar said Israel has been clear with the United States about its red lines but would not say if such a deal crossed that line.
These are conversations that Prime Minister Benjamin Netanyahu is having with security experts, he said.
Israeli opposition politicians were blunter about the potential danger. Former Israeli Defense Ministers Avigdor Liberman and Benny Gantz both warned a U.S.Saudi nuclear deal could spark a regional arms race.
That could happen because a nuclear Saudi Arabia, which is Sunni, could spur its Shi’a rival, Iran, to take even more aggressive steps toward building a nuclear bomb. Iran already possesses enrichment capabilities, and the point of the current war launched by the United States and Israel is to keep it from obtaining a nuclear weapon.
Liberman, who heads Yisrael Beytenu, wrote on X that “a civilian nuclear program in Saudi Arabia will end with nuclear weapons [production] and lead to a mad arms race across the entire Middle East.”
Yair Golan, a former IDF major general who was a deputy chief of staff and now heads the opposition Democrat Party, said that the long desired Israeli-Saudi deal would have created important diplomatic ties and anchor a regional strategic alliance against Iran.
To give Saudi Arabia nuclear capabilities “without stringent monitoring requirements and without a framework of relations with Israel as a condition creates a dangerous reality for the State of Israel,” Golan wrote on X.
At the White House on Tuesday, Trump spoke broadly about other countries joining the Abraham Accords, the regional normalization agreements he brokered at the end of his first term in 2020, but did not mention Saudi Arabia.
The accords created a regional rubric under which Israel normalized ties with some Muslim countries, including the United Arab Emirates, Bahrain and Morocco. Both Trump and former President Joe Biden had sought to bring Saudi Arabia into the pact.
Tensions throughout the region following the Oct. 7 attack and the Gaza war, however, pushed Saudi-Israel normalization further out of reach. The Saudi demands for normalization sharpened in the subsequent years and include Palestinian statehood or, at the very least, progress toward that goal. The Netanyahu government has adamantly rejected such a condition in the wake of the attack and the Israeli public has increasingly opposed the concept as well.
Sen. Lindsey Graham of South Carolina, who died last week, was an ardent advocate for an Israeli-Saudi deal. He had pushed Trump not to make concessions to Saudi Arabia without the kingdom moving closer to Israel.
Graham had continued to work on normalization in the months leading up to his death. He told CBS News in June, “We’re going to try to get Saudi Arabia to join the Abraham Accords to end the Arab-Israeli conflict in 2026.”
Dan Shapiro, who worked during the Biden administration as a senior adviser on Middle East regional integration for the State Department, said Wednesday that a U.S.Saudi nuclear deal would make such normalization more difficult.
The plan originally was for a civil nuclear energy agreement with sufficient safeguards against proliferation to be part of a package that would include normalization with Israel, he said.
“It appears that the Trump administration has given it away without normalization,” Shapiro told the Jewish Telegraphic Agency. Trump’s deal “seems to have abandoned a very important point of leverage to advance another important regional goal of the United States,” he said.
“This was supposed to be a major carrot for Saudi Arabia if they were to normalize with Israel, and now that carrot has been provided without it.”As a result, he said, “the whole incentive structure would have to be redone.”
This article originally appeared on JTA.org.
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