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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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At the Vatican with Chicago’s mayor, a rabbi gave Pope Leo a White Sox kippah
(JTA) — Lizzi Heydemann didn’t plan what she was going to say to Pope Leo XIV.
But when the Chicago rabbi found herself face-to-face with the new pontiff during a Vatican visit alongside a delegation of Chicago leaders, she thanked him for the way he has spoken about the war in Gaza.
“I said, you know, it’s been a hard time over these past two years to be a rabbi, but I want to thank you for, in the midst of conflict, holding the humanity of everyone involved in the conflict,” Heydemann recounted.
Leo, the first American pope and a native of Chicago’s South Side, repeatedly advocated after his election last year for the release of the Israeli hostages as well as a ceasefire in the war in Gaza, which he has referred to as “vengeance” and “barbarity.” The comments angered some Jewish leaders who have interpreted them as unfairly targeting Israel, but for others including Heydemann, they have offered a template for how to criticize the war.
“You may be anti-war, but I do not hear you denouncing or degrading people,” Heydemann said she told Leo. “Thank you for holding the humanity of Israelis and Palestinians in the same breath and the same thought. It’s not something that is modeled very often.”
She added, “He seemed grateful, and like he knew exactly what I was talking about.”
Heydemann, the founder and leader of Mishkan Chicago, an independent Jewish spiritual community, had been invited by Chicago Mayor Brandon Johnson to join a delegation of civic, business and faith leaders traveling to Rome last week. (Johnson has been a vocal critic of Israel who has drawn criticism himself from some Jewish leaders in Chicago.) She said she was the only rabbi to take part in the trip.
As she waited for the pope to enter a room where the delegation was assembled on Thursday, Heydemann said she began weeping.
“What I reflected on is that he, maybe more than anyone in the world, is a religious leader with the world’s eyes on him,” Heydemann said. “He is beloved and critiqued constantly, and every rabbi in America has had a little taste over the last few years of that weight.”
While the interaction carried an unexpected emotional weight for Heydemann, it also came with a distinctive Jewish Chicago touch: a White Sox-themed kippah.
She said she included the kippah, which featured the Chicago White Sox logo on the exterior as well as a pomegranate on the inside, in a chest of Chicago-themed gifts presented to the pope on Thursday during the visit as a nod to his lifelong devotion to the baseball team.
“We thought that would be a sweet point connection between me and the pope,” Heydemann said, adding that the pontiff’s typical white zucchetto looks “awfully like a kippah.”
“It brings us all joy to imagine that after a long day at work wearing the cream-colored one that matches his robes, maybe at the end of the day he’ll switch it out for a jersey material, White Sox kippah, and thinks fondly of sweet home Chicago, and the Jewish spiritual community gave it to him,” Heydemann added.
A list of gifts that circulated in local media included another piece of Jewish paraphernalia: a tote bag with the words “Resisting tyrants since Pharaoh.” That’s a catchphrase from T’ruah, the rabbinic human rights group where Heydemann has been on the board. But the rabbi said the inclusion was an error: She was carrying the bag, not giving it to Leo.
Looking back on the meeting with the pope, Heydemann said her experience reflected a broader conviction about “building bridges, even in the presence of difference.”
“There’s too much at stake in our world for us to not be continuing to be in relationship with one another in the presence of differences,” Heydemann said.
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Finalists announced for lucrative Jewish literary award
(JTA) — Amir Tibon’s memoir about his family’s ordeal during the Oct. 7 attacks on Israel and Laura Hobson Faure’s history of Jewish children who fled from Germany to France during World War II are among the finalists for the 2026 Sami Rohr Prize.
The annual award — which alternates each year between works of fiction and nonfiction and which honors emerging Jewish writers — is considered one of the most prominent awards in Jewish literature.
The winner of the award, which comes with a $100,000 prize, will be announced on June 16.
A panel of judges will decide among four nonfiction finalists for this year’s award. Since the prize was established in 2006 — the first award was presented in 2007 — Sami Rohr Prize panelists and advisors have included historian and diplomat Deborah Lipstadt, historian Jonathan Sarna and longtime Columbia University journalism professor Sam Freedman.
“What strikes me about this year’s finalists for the Sami Rohr Prize for Jewish Literature is the remarkable range of stories they tell and the depth of insight they bring to Jewish life and history,” Debra Goldberg, director of the Sami Rohr Prize, said in an email. “Each of the four books explores questions of memory, identity, displacement, resilience and responsibility through deeply personal narratives that feel both timely and enduring.”
The 2026 Sami Rohr Prize finalists are:
Laura Hobson Faure, “Who Will Rescue Us?: The Story of the Jewish Children who Fled to France and America During the Holocaust.” Faure is a professor of modern Jewish history at Université Paris 1-Panthéon-Sorbonne. Yale University Press, her publisher, describes “Who Will Rescue Us” as “the first comprehensive study of Jewish children’s flight from Nazi Germany to France — and their subsequent escape to America from the Vichy regime.” It is her second book.
Shaul Kelner, “A Cold War Exodus: How American Activists Mobilized to Free Soviet Jews.” A professor of Jewish studies and sociology at Vanderbilt University, Kelner’s second book details how American Jews transformed a largely overlooked human rights issue into a landmark 20th-century mass-mobilization effort.
Jordan Salama, “Stranger in the Desert: A Family Story.” Salama, an author and contributor to The New Yorker, National Geographic and other publications, traces his Jewish family’s history “from Moorish Spain and Ottoman Syria to Argentina and beyond.” A mix of travelogue, memoir, history and reportage, “Stranger in the Desert” is his second book.
Amir Tibon, “The Gates of Gaza: A Story of Betrayal, Survival, and Hope in Israel’s Borderlands.” The first book by the Israeli journalist is a first-person account of his family’s ordeal as residents of Kibbutz Nahal Oz, which was violently attacked by Hamas on Oct. 7, 2023. Alongside accounts of the day’s losses, Tibon also recounts the heroic efforts by his father, a retired major general, to race into the battle zone and rescue his son, daughter-in-law and two granddaughters from Hamas gunmen.
“As the Prize approaches its 20th year, I hope it will continue to support writers whose work expands our understanding of the Jewish experience and sparks meaningful conversation for generations to come,” Goldberg said. “I am immensely grateful to share in the Prize’s mission to honor excellence, nurture talent and connect Jewish voices across the globe.”
The Sami Rohr Prize, named for the late American real estate developer and philanthropist who fled Nazi Germany as a boy, is administered in association with the National Library of Israel. 70 Faces Media, the parent company of the Jewish Telegraphic Agency, is the prize’s media partner.
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A decaying historic farmhouse finds a savior in Chabad
A Dutch Colonial home, just one of a handful of pre-Revolutionary War houses left in New York City, has been vacant and decaying for years. The windows are boarded up, signs warning against trespassing cover the property, and chunks of the ceiling are missing inside.
This historic landmark has an unlikely savior: Chabad, the global Lubavitch movement, which is planting one of its thousands of outposts there.
“Dilapidated is an understatement,” Rabbi Zalman Liberow of Chabad of Flatbush said as he gave the Forward a tour.
Chabad of Flatbush, led by Liberow and his wife, Chana, bought the historic Brooklyn property in December 2024 and will soon begin renovations to make the place livable. In the meantime, the couple has already transformed the barnhouse next door into a sanctuary, where a photo of the Lubavitch rebbe hangs on the wall near a compartment once used to store hay.
As other Jewish organizations have shifted toward digital community, Chabad has continued investing heavily in brick-and-mortar real estate, ranging from modest suburban homes to multimillion-dollar towers and converted landmarks. It’s a strategy that anchors Chabad in the communities it serves, but can also be costly: For the most part, Chabad couples — each unit headed by a rabbi and rebbitzin — finance their own operations, raising their own money to buy homes and establish centers of Jewish life.
The Liberows said a generous donation of Bitcoin from a donor, Eliot Stavrach, ultimately allowed them to purchase the 22,000 square foot lot for roughly $3 million, along with securing a high-interest loan to pay the mortgage while the couple awaited the sale of their old headquarters down the street. Last week, that transaction went through and reaped nearly $1.1 million.
The seller had also cut the asking price by nearly half, offloading what had become a white elephant, Liberow said.
“For him, it was a pain. For us, it was good,” Liberow said. “And I thought, even better, this is such an important piece of United States history.”
The prior landlord had reportedly struggled to find a buyer for the landmarked home, which by law cannot be demolished, and any alterations to the facade must be pre-approved by the city Landmarks Preservation Commission. In buying the home, the Liberows are also preventing its further deterioration — to the relief of neighbors who said the abandoned site had become a hotspot for drug use and a symbol of neglect.
“I’m just happy that the house will not be torn down and will actually have a future — a good one, it seems,” said Lori Citron Knipel, a former leader in the Brooklyn Democratic Party who used to frequent the house. “So that absolutely warms my heart, because it’s been breaking every time I pass it.”
The house’s history
The Wyckoff-Bennett Homestead is likely among the ten oldest properties in Brooklyn and the 50 oldest houses in all of New York City, according to Simeon Bankoff, former executive director of the Historic Districts Council.
A 1968 report from the Landmarks Preservation Commission noted that “two hundred years of wear have done little to diminish the simple beauty of its clear-cut profile,” and described it as “the most beautiful example of Dutch Colonial architecture in Brooklyn.”
The house is also notable for its role in the Revolutionary War: During the conflict, it quartered German soldiers fighting for the British, known as Hessians. Two of the soldiers etched their names and units into a windowpane.
A historical marker at the house notes that those troops may have taken part in the Battle of Brooklyn, the first major battle after the signing of the Declaration of Independence.
According to Liberow, local legend holds that George Washington once stopped at the Wyckoff-Bennett house for tea — though, “we never did find the teacup,” he joked.
Bankoff attributed the properties’ staying power partly to the fact that prior to a venture called 22nd Street Investors LLC purchasing the lots in 2021, the property had only ever been owned by three families over more than 250 years.
Hendrick H. Wyckoff, son of a Dutch settler who emigrated to New Amsterdam in 1637, is believed to have built the house before 1766. In 1835, Cornelius W. Bennett purchased it, and it remained in the Bennett family for four generations before a Jewish couple, Annette and Stuart Mont, bought the property in 1983.
‘A piece of Brooklyn’s history’
The Monts had a deep appreciation for the home’s history, Citron Knipel said, and often opened it to the community. They hosted political fundraisers, birthday parties, and even a wedding at the house, she said, and they welcomed school groups into their home for local history field trips.
Only the facade of the house is landmarked, making its preservation legally required. But the Monts also preserved its interior details, including furniture from the Wyckoffs and Bennetts, an ornate fireplace framed by decorative tiles depicting biblical scenes, and an antique Richardson & Boynton Co. stove.
“There’s a sense of being part of and having a responsibility to the rest of the community to preserve it and move it forward,” Stu said in the 2013 documentary Living in a Landmark.
“And share it,” Annette added. “Because we have bought a piece of Brooklyn’s history.”
But an effort to secure the home’s legacy fell apart in 2010. The Monts had been in talks with the city to purchase the property, only to withdraw after the city reduced the sale price, deducting the rent the Monts theoretically would have paid to continue living there.
Annette died in 2013 at age 72, and Stuart died three years later at age 76. Their children, Ira and Randi Mont, sold the property to 22nd Street Investors LLC, registered to real estate investor Avraham Dishi, in 2021.
In an interview with the Forward, Ira Mont said he believed at the time of sale that 22nd Street Investors LLC would keep the house in good condition — and was disappointed that they ultimately did not.
Dishi drew two complaints for failing to maintain the Wyckoff Bennett house: one for the poor condition of the fence, still active, and another for the condition of the facade and roof, later withdrawn.
Officials at a Landmarks Preservation Commission hearing in March to discuss the Liberows’ minor proposed changes to the home noted there had been “all kinds of vandalism, fires, squatters, [and] drug users” there in recent years.
The Forward reached Dishi’s office by phone and left a message, but did not hear back.
Liberow said he has big plans for the house pending approval from the Landmarks Preservation Commission, including displaying a video in the front yard highlighting Jewish history in the United States. The Commission has already approved plans to install porch railings, a curb cut and a driveway at the site. And like the Motts, the couple plans to open the space up to the public. They’ve already begun hosting Hebrew school and holiday gatherings in the barnhouse next door, which they renovated for about $200,000 with rustic touches including wood paneling, barrels, lanterns and candle chandeliers.
For neighbors, the most meaningful change may simply be that the property is occupied at all.
“We got a very big welcome over here, because everyone’s so happy,” Liberow said. “Someone is going to save the property.”
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