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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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Romanians Stabbed Journalist in London at Behest of Iran, UK Court Told
People walk past a mural depicting the late leader of the Islamic Revolution, Ayatollah Ruhollah Khomeini, and the late Iran’s Supreme Leader Ayatollah Ali Khamenei, in Tehran, Iran. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
A team of Romanian men, acting as proxies for the Iranian government, carried out a knife attack on a journalist working for a Persian-language media organization in London, prosecutors told a British court on Monday.
Pouria Zaratifoukolaei, known as Pouria Zeraati, a British journalist of Iranian origin who works for Iran International, was stabbed in the leg three times as he was attacked near his home in Wimbledon, southwest London, in March 2024.
At the start of the trial of two of the three men accused of carrying out the stabbing, prosecutor Duncan Atkinson said they had targeted Zeraati, whose Saudi-funded TV employer is critical of Iran‘s government and has been designated a terrorist organization by Tehran.
‘DELIBERATE, PLANNED VIOLENCE’
“This was no robbery, no fight that got out of control, it was deliberate, planned violence to achieve what it did, that is serious injury to its target,” Atkinson told London‘s Woolwich Crown Court.
They had “committed a planned attack preceded by reconnaissance, and which was ordered by a third party acting on behalf of the Iranian state,” the prosecutor said.
Iran has denied any involvement in the incident.
Nandito Badea, 21, and George Stana, 25, both deny charges of wounding with intent and unlawful wounding. The third man accused of involvement, David Andrei, was arrested in Romania but is not involved in the trial.
Atkinson said Zeraati was an “obvious and readily identifiable target for violence to be inflicted by proxies” acting for Iran. He said posters had been put up in Tehran in November 2022 featuring pictures of journalists including Zeraati, under the heading “Wanted: dead or alive.”
“In recent years, since 2005, the Islamic Republic has turned less to its own operatives and increasingly to use proxies such as criminal gangs to meet their threatened violence on their behalf,” Atkinson said.
“That has included attacks on persons in this country who have become targets of Iranian intimidation and, effectively, terror.”
Atkinson said Zeraati had been subject to “extensive reconnaissance,” and a year before Stana had been arrested in the garden of his apartment with another man, in possession of latex gloves, scissors, and a mask.
On the day of the attack, Badea and Andrei confronted Zeraati as he crossed the street from his home to his car, the prosecutor said. Andrei held him, while Badea stabbed him at the top of his thigh before they fled to a getaway car driven by Stana, the prosecutor added.
The men, who were motivated by money, dumped the car and some clothing, and then took a taxi to Heathrow Airport from where they flew to Geneva, Atkinson said.
The trial, which is expected to last more than two weeks, continues.
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‘Beyond Ironic’: Mamdani’s ‘Nakba’ Video Features Non-Arab Woman Critics Say Has European Roots
New York City Mayor Zohran Mamdani (D) speaking with the press in the Bronx, New York City, May 18, 2026. Photo: Michael Brochstein/ZUMA Press Wire via Reuters Connect
New York City Mayor Zohran Mamdani marked the Palestinian “Nakba” with an official City Hall video featuring a woman presented as a survivor of Israel’s founding war, but critics quickly identified her family as “European settlers” from Bosnia who left Arab-controlled territory.
The backlash came as leaders of mainstream Jewish groups said they would reject invitations to Mamdani’s “Jewish Heritage” celebration at Gracie Mansion on Monday evening.
The video, posted on Friday, features New York resident Inea Bushnaq, identified as a “Nakba survivor,” recounting her family’s departure from their home because, as she termed it, “the Zionists were coming into Jerusalem.”
Nakba is Arabic for “catastrophe,” a term Palestinians use for Israel’s founding and the displacement of hundreds of thousands of Arabs during Israel’s 1948 War of Independence. The Palestinian demand for a “right of return” for the refugees’ millions of descendants is viewed by many Israelis and Jews as a call that would end Israel’s existence by demographic means. Critics said the video’s assertion that the Nakba “continues to this day” echoed that position.
Text in the video says the Nakba refers to the “expulsion and displacement of more than 700,000 Palestinians between 1947 and 1949 during the creation of the State of Israel” and says Israel’s pre-state militaries, “the Haganah, Irgun, and Lehi militias, among others, destroyed more than 400 Palestinian villages and cities, killing thousands of Palestinians and carrying out dozens of massacres.”
“May 15 is the annual commemoration of the Nakba. For Palestinians, their displacement and the Nakba continue to this day,” the video text reads.
The video makes no mention of Arab attacks on Jews before and during the 1948 war, the invasion by Arab armies after Israel’s declaration of independence meant to eradicate the nascent state, the rejection of the UN partition plan that would have created a Jewish and an Arab state, or the expulsion of Jews from parts of Jerusalem that came under Jordanian control.
Speaking in a British accent in the video, Bushnaq, who is described as Palestinian-American, explains how keys have become a Palestinian symbol of the right to return. “You have the key but not the house,” she says.
Tom Gross, a Middle East expert, noted that the video omitted the expulsion of Jews from Arab countries while relying on what he called a flawed account of Palestinian history.
“Not only does Mamdani’s video fail to mention the numerically greater 850,000 Jews driven out of their homes in the Arab world; he can’t even get his narrative right regarding the so-called Palestinian Nakba,” he told The Algemeiner.
In a post shared widely on social media, Gross cited research by the historian and influencer who posts as J0sh_a to challenge Bushnaq’s portrayal as a Palestinian refugee.
“It turns out that the ‘Nakba Survivor’ who stars in Mayor Mamdani’s official NY City Hall Palestinian propaganda video yesterday, is literally a ‘European settler,’” the post said.
Bushnaq’s grandparents were Muslim Bosnians who left Bosnia for Ottoman Syria in the late 19th century after Austria-Hungary took control of Bosnia. The family later moved to Tulkarem, which came under Jordanian control after 1948, not Israeli control. Bushnaq was born in Jerusalem because of the city’s medical facilities, but her family remained based in Tulkarem, the post said.
Bushnaq’s father worked in England in the 1930s, returned to what was then known as Mandatory Palestine under British administration, and then in 1948 the family chose to go back to England.
“They were not expelled, and no one forced them to move to England. In any case, Tulkarem, and the old city of Jerusalem remained under Jordanian Arab control. No Arabs were forced to leave from Tulkarem in 1948,” Gross wrote.
“So, in summary, this is a European with no strong roots in the land of Israel, whose family made the decision to immigrate back to the continent of their grandparents instead of remaining under Arab control in what was part of Jordan after 1948.”
Critics also pointed to a poster seen on Bushnaq’s wall in the video. The “Visit Palestine” image was not Palestinian nationalist artwork, they said, but a Zionist-era tourism poster designed by Jewish artist Franz Kraus to encourage travel to the Holy Land.
“It is beyond ironic that the only person featured to represent Palestinian Arabs in his video appears to be someone from a recently arrived European settler family – from Bosnia – and not Arab at all,” he told The Algemeiner.
Gross also argued that Bushnaq’s family story pointed to a wider part of the history often left out of Palestinian nationalist accounts, saying many Arab families in the land in 1948 had arrived within a generation or two, drawn by British rule or by economic opportunities created by Jewish development. He cited surnames such as Al-Masri and Masarwa, both linked to Egypt, Fayumi, from Fayum in Egypt, Ismaili, from Ismailia, Al-Horani, from Hauran in Syria, Sidawi, from Sidon in Lebanon, and Al-Hijazi, from the Hijaz in Saudi Arabia.
Jewish groups, leaders and members of Congress slammed the post.
The UJA-Federation of New York accused Mamdani of leaving out critical context, writing on X that “the refugees you post about exist because 22 Arab states launched a war to destroy Israel,” after rejecting the UN plan that also called for a Palestinian state.
Mayor Mamdani: the refugees you post about exist because 22 Arab states launched a war to destroy Israel on May 15, 1948—rejecting the UN plan that also called for a Palestinian state. In its aftermath, 800,000 Jews were expelled from Arab lands. Your post mentions none of this. https://t.co/Fn1aY788Tc
— UJA-Federation of New York (@UJAfedNY) May 15, 2026
Referencing the translation of Nakba, US Sen. Rick Scott (R-FL) wrote on X, “The only catastrophe here is a mayor of New York who lets antisemitic mobs run wild to terrorize law-abiding Jewish New Yorkers while he spreads anti-Israel propaganda.”
“Rewriting history to portray the existence of Israel itself as the original sin is not education or remembrance. It is propaganda,” said New York Assemblymember Sam Berger. “This mayor constantly tries to market himself as an ally to the Jewish community while amplifying narratives that fuel hatred against the Jewish people.”
New York State Assembly member Simcha Eisenstein wrote, “Still wondering why hatred against Jews is so high in NYC? We have a mayor who is using government resources to disseminate a narrative and incite hostile propaganda.”
Still wondering why hatred against Jews is so high in NYC? We have a mayor who is using government resources to disseminate a narrative and incite hostile propaganda.
Mr. International Law guy forgot to include the fact that the Arab world rejected the UN’s partition plan to… https://t.co/TFgqRvqLqE
— Simcha Eichenstein (@SEichenstein) May 15, 2026
The post came the same day as anti-Zionist demonstrators gathered in Manhattan for Nakba Day rallies, with footage showing protesters carrying a Hezbollah flag, stepping on Israeli flags, shouting for Israel’s destruction, and confronting police.
The timing also contrasted with Mamdani’s own statement days earlier praising law enforcement for arresting a man accused of planning an Iran-backed attack on a New York synagogue. Mamdani had said the arrest “comes amid an alarming rise in antisemitism across the country.”
“Let me be clear: Antisemitism, violent extremism, and terrorism have no place in our city. This kind of hate is despicable,” he said.
The UJA-Federation later said it would not attend Monday night’s Jewish American Heritage Month celebration at Gracie Mansion because it was being hosted by a mayor who “denies a core pillar of our heritage — the State of Israel as the homeland of the Jewish people,” according to a statement carried by the New York Post.
Mark Treyger, CEO of the Jewish Community Relations Council, said he would also skip the event. His group organizes the Israel Day Parade at the end of the month, which Mamdani has said he will not attend, breaking with past mayoral practice.
New Yorkers “expect leadership that lowers the temperature, brings people together, and makes every community feel seen, respected, and safe, including Jewish New Yorkers,” Treyger wrote in an X post criticizing Mamdani’s Nakba Day video.
New York is home to the largest Jewish community outside of Israel. For the overwhelming majority of Jewish New Yorkers, the connection to Israel is not political or social media theater. It is ancestral, spiritual, historic, and deeply personal.
At a moment of rising… https://t.co/UbyOX52Ded
— Mark Treyger
(@MarkTreyger718) May 15, 2026
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Pakistan Sends New Iranian Peace Proposal to US
A woman walks past an anti-US billboard depicting US President Donald Trump and the Strait of Hormuz, in Tehran, Iran, May 17, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
Iran sent a new peace proposal to the United States with terms that appeared similar to offers Washington has previously rejected, although a senior Iranian official told Reuters on Monday that the US had softened positions on some issues.
A Pakistani source confirmed that Islamabad, which has conveyed messages between the sides in the war in the Middle East since hosting the only round of peace talks last month, had shared the latest proposal with Washington. But the source suggested progress had been difficult.
The sides “keep changing their goalposts,” the Pakistani source said, adding: “We don’t have much time.”
Iranian Foreign Ministry spokesperson Esmaeil Baghaei confirmed that Tehran’s views had been “conveyed to the American side through Pakistan” but gave no details. Washington did not immediately comment.
The Iranian proposal, as described by the senior Iranian source, appeared similar in many respects to Iran’s previous offer, which US President Donald Trump rejected last week as “garbage.”
It would focus first on securing an end to the war, reopening the Strait of Hormuz – a major oil supply route that Iran has effectively blockaded – and lifting maritime sanctions.
Contentious issues around Iran’s nuclear program and uranium enrichment would be deferred to later rounds of talks, the source said.
However, in an apparent softening of Washington’s stance, the senior Iranian source said the United States had agreed to release a quarter of Iran’s frozen funds – totaling tens of billions of dollars – held in foreign banks. Iran wants all the assets released.
The Iranian source also said Washington had shown more flexibility in agreeing to let Iran continue some peaceful nuclear activity under supervision of the International Atomic Energy Agency.
Iran’s Tasnim news agency separately quoted an unidentified source as saying the US had agreed to waive oil sanctions on Iran while negotiations were under way.
Iranian officials did not immediately comment on Tasnim’s report, which a US official, who declined to be named, said was false.
FRAGILE CEASEFIRE
A fragile ceasefire is in place after six weeks of war that followed US-Israeli airstrikes on Iran. But talks mediated by Pakistan have stalled and Trump has said the ceasefire is “on life support.”
Washington has previously demanded Tehran dismantle its nuclear program and reopen the Strait of Hormuz, which normally carries one-fifth of the world’s seaborne oil and liquefied natural gas supply.
Iran has been demanding compensation for war damage, an end to a US blockade of Iranian ports and a halt to fighting on all fronts, including in Lebanon, where Israel is battling the Iran-backed Hezbollah terrorist group.
Trump said in a post on Truth Social at the weekend that “the Clock is Ticking” for Iran, adding that “they better get moving, FAST, or there won’t be anything left of them. TIME IS OF THE ESSENCE!”
Trump is expected to meet top national security advisers on Tuesday to discuss options for resuming military action, Axios reported.
Baghaei said Tehran was prepared for all scenarios.
“As for their threats, rest assured that we are fully aware of how to respond appropriately to even the smallest mistake from the opposing side,” he told a televised weekly press conference.