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The Hanukkah merch market has exploded. But are Jews feeling more represented?
(JTA) — It was early November when Nicholas Wymer-Santiago walked into his local Target in Austin, Texas, and realized it was beginning to feel a lot like Hanukkah.
Instead of an endcap with a limited array of Hanukkah basics, as he had seen in past years, there stretched out a whole aisle of holiday products: pillows; dreidel-shaped pet toys; window decals; menorahs in the shape of lions, corgis and whales; and so much more. Even the $5-and-under impulse-buys section filled with seasonal products had a supply of Hanukkah goods, including a Star of David-shaped bowl and a set of dishes labeled “sour cream” and “applesauce.”
“In a good way, it was overwhelming at first, because there’s so much and I kind of want to buy it all,” Wymer-Santiago recalled feeling as he stood in the holiday section, looking up at a large photograph of a Hanukkah celebration alongside others showcasing Christmas.
The higher education administrator at the University of Texas decided to limit himself, at first taking home just a tea towel and a matching mug printed with a Hanukkah motif.
“And then I came back twice, maybe three times and each time I bought more and more items that I know I probably don’t need,” he said. “I think I’ve just had so much excitement about the novelty of it all, and having the ability to purchase these items, many of which I’ve never seen before.”
Wymer-Santiago is hardly alone in loading his cart with Hanukkah merchandise. Across the United States, big-box stores appear to be stocking more Hanukkah products than ever — and while off-color items such as Hanukkah gnomes and “Oy to the World” dish towels have raised eyebrows, the real story might be that American retailers have decked their shelves with menorahs, tableware and other items that are appropriate, affordable and often downright tasteful.
For many American Jews, the result is a sense of inclusion at a time of unease — although some are wrestling with what it means to have access to a fast-fashion form of Judaica.
“It is very exciting to go into Target or Michaels or a Walmart and to see Hanukkah merchandise,” said Ariel Scheer Stein, an influencer who shares crafting and holiday content for Jewish families on Instagram, where she has more than 20,000 followers.
Social media influencers in Miami, New York City and Denver respond to the flood of Hanukkah products at their local Target shops in 2022. (Instagram/@jamwithjamie/@cupofjo)
“The feeling is almost like pride and like we’re being seen and represented,” Stein added. “In a sea of Christmas … it feels really great, even if it’s a much smaller representation, that the Jewish holiday is there also and the Jewish community is being acknowledged and represented.”
The idea that retailers have stocked up on Hanukkah goods to make Jews feel represented is tempting, but it’s probably not the only reason for a shift in the market, according to Russell Winer, deputy chair of the marketing department at New York University’s Stern School of Business. He said that while an endcap — the small set of shelves at the end of an aisle — might sometimes be given over for symbolic purposes, the devotion of an entire aisle at the busiest time of the year is purely a business decision.
“These stores are very sophisticated in what they put in them,” Winer said. “They’re not going to put stuff on the shelves, especially at the holidays, if they don’t think they’re going to sell.”
There are signs that the Hanukkah market might be much wider than the proportion of Americans who identify as Jewish, 2.5%, would suggest. Numerator, a respected consumer trends polling firm, found in a survey of 11,000 consumers conducted in January 2022 that 14% of respondents said they were “definitely” or “probably” celebrating Hanukkah this year, compared to 96% for Christmas. More than half of the Hanukkah celebrants said they expected to spend more than $50 on the holiday — suggesting that retailers can expect hundreds of millions of dollars in Hanukkah spending this year.
Part of that marketplace is the growing number of families in which Hanukkah is celebrated alongside other holidays, usually Christmas. Most American Jews who have married in the last decade have done so to people who are not Jewish, according to the 2020 Pew study of American Jews; most of them say they are raising their children exclusively or partly as Jews. They may want to have products that allow Hanukkah to share the stage equitably with the other celebrations in their family.
“I’m not terribly surprised from a cultural standpoint that there’s more merchandise,” said Winer, who is Jewish. He said he and his wife had purchased Hanukkah stockings for their grandchildren, who are being raised in two faith traditions. (Evangelical Christians and Messianics, those who adopt Jewish practices while believing in the divinity of Jesus, also represent an emerging market for Jewish ritual objects.)
Stein offered another theory to explain the uptick in interest in Hanukkah products: the fact that social media and Zoom meetings have made home lives more transparent than ever.
“The communal sharing of lives, whether you’re an influencer or even my friends on Facebook showing what their display is this year or taking a picture of a recipe they were really proud of, making latkes from scratch — there’s just more visibility than there has been in the past,” she said. “And that’s probably a factor.”
Whatever the reasons, shoppers are noticing. Like Stein and countless other Jewish influencers, Rabbi Yael Buechler, a devoted observer of Jewish consumer trends, has offered tours of Hanukkah merchandise to her social media followers. Wearing Hanukkah pajamas that she designed and sells, Buechler has posted 14 videos to TikTok showcasing the Hanukkah collections of national retailers and assigns each store a “yay” or “nay” based on several metrics, including whether items display accurate Hebrew or appear to be generic blue-and-white items being passed off as made for the holiday. The videos, which have been viewed hundreds of thousands of times, have given her a broad view of what’s available to the Hanukkah consumer.
Welcome to the second installment of Hanukkah merch: YAY or NAY? .@target edition .Items were rated by:If the product was beyond blue & white Correct Hebrew Whether the Hanukkiyah was kosher If the Hanukkah pun was goodWhether animal was Hanukkah punnable (i.e. Menorasaurus) .#hanukkahiscoming #hanukkahfails #hanukkahcountdown #hanukkahyayornay #yayornay #hanukkah2022 #targetfinds #hanukkahpresents #hanukkahpjs #hanukkahgifts #hanukkahcheck #chanukah2022
“I see a lot more products this year than any other year,” said Buechler, who works at a Jewish school outside New York City. “I see a lot of new prints. I see more creativity in the market. I see more humor in the market.”
Like Wymer-Santiago, Buechler said Target, which has 2,000 locations across the United States, stood out as offering the widest array of products and the lowest proportion of “fails,” or products that miss the mark religiously, culturally or aesthetically.
“They have really stepped it up,” Buechler said. “Target also carries the Nickelodeon ‘Rugrats’ Hanukkah sweatshirts that are just brilliant. … I would definitely say they get the biggest ‘yay’ for this year.”
Target, which has a track record of using inclusive imagery in its advertisements and in-store promotions, declined to answer questions about its offerings, including how much bigger its Hanukkah collection is this year than in the past and how widely the products for Jewish buyers have been distributed. But a spokesperson said the feeling Wymer-Santiago and Stein described after visiting their local stores is exactly what the company is trying to cultivate.
“Target is committed to creating an inclusive guest experience in which all guests feel represented,” the spokesperson wrote in an email. The spokesperson noted that Target’s Hanukkah assortment “was developed in collaboration with Jewish team members and input from our Jewish employee resource group” and crosses several of the retailer’s in-house brands.
One of those lines, Opalhouse by Jungalow, was created by a Jewish artist, Justina Blakeney. Last year, Blakeney’s first Hanukkah collection included plates and pillows, as well as a gold menorah shaped like a dove. This year, Blakeney added new pillow designs and a clay menorah.
Target’s website prominent promotes Hanukkah products, including from a house brand by a Jewish creator named Justina Blakeney. (Screenshot)
“If I could go back in time and tell elementary-school-aged Justina (or ‘Tina’ as I was called back then) that I would have a chance to design a Hanukkah collection for Target, I would have lost my mind,” she wrote in an October blog post revealing the collection.
Hanukkah goods have always been widely available through Jewish merchandisers and at synagogue bazaars — but those products have been available only to people who already engaged in Jewish communities. Amazon and other online retailers have increased access, but only for people who are hunting for Hanukkah supplies. A Hanukkah aisle at Target, in contrast, reaches the many Jews who may not already have robust holiday traditions.
Stein, who said she particularly regretted not snapping up a marble dreidel sculpture that quickly sold out at Target, said she saw only benefits in promoting major retailers’ Hanukkah offerings, even if doing so has made her something of an unpaid advertiser at times.
“Right now, especially with the rise of antisemitism, if there are ways that we can spur Jewish joy — and for me, that’s by sharing and inspiring people with different kinds of Hanukkah merch and home decor and jewelry — I think that’s great,” she said.
Not everyone is thrilled by the shift in the marketplace. The sweeping Hanukkah displays are drawing criticism from those who have long lamented that the American primacy of Christmas has caused Jews to focus too much on a minor holiday, while leaving holidays with more religious significance relatively uncelebrated.
“I think: What would it feel like to see a giant Shavuot display?” Wymer-Santiago said.
The fast-fashion aspect of the big-box retailers’ offerings, many of which are imported from China, also raises concerns about whether easy access to trendy Judaica comes at environmental and cultural costs.
“How about we don’t extract fossil fuels to make crap that no one needs and that makes Jewish communities less distinctive?” asked Dan Friedman, a writer and longtime climate activist, though he emphasized that systemic change, rather than tweaks to purchasing decisions by Jewish consumers, is needed to avert climate catastrophe.
For Buechler and others, the benefits of a mass-market Hanukkah merchandise boom outweigh any possible drawbacks.
“As a rabbi, I am all for anything that will make Hanukkah celebrations more engaging and potentially lengthen a family celebration,” said Buechler, who said her own collection had outgrown the four tubs it occupied several months ago, and that one of her favorite purchases was of a Hanukkah sweater for lizards that she bought for a friend’s guinea pig.
“I really do believe that owning different kinds of Hanukkah merch, whether apparel or otherwise, will increase the likelihood that a family will celebrate with friends with family for more nights than they would have last year,” she added.
Nicholas Wymer-Santiago takes a selfie showing off his menorah collection, mostly acquired at his local Target in Austin, Texas. (Courtesy of Wymer-Santiago)
Wymer-Santiago plans to celebrate the holiday with his family in Ohio, meaning that he will be leaving behind much of this year’s Target haul in his Austin apartment: the device that makes dreidel-shaped waffles, the window decals that advertise the holiday to passersby, the giant dreidel-shaped jar that he has filled with, well, dreidels. He said he planned to make room in his suitcase for at least one item: a $5 menorah that reminds him of his dog.
Wymer-Santiago said a piece of him worried that Target was taking advantage of his excitement about Jewish representation, the way it has been criticized for doing around LGBTQ Pride celebrations, to sell him stuff he doesn’t need.
“Every time I buy something from Target in general, but definitely for Hanukkah, I think about this,” he said. “But then I think: This thing is so cute. And I just need it.”
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The post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.
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Four Seats or No Seats? Why Israel’s Final Polls Disagree Over Amcha Yisrael
Conflicting projections for Ofer Winter’s party illustrate the uncertainty of measuring public support near an electoral threshold.
A Channel 12 poll gives Ofer Winter’s Amcha Yisrael four parliamentary seats.
An i24NEWS survey reaches the same seat total.
Other final polls find that the party does not qualify for representation.
How can surveys conducted close to the same election produce such different results?
The answer lies partly in the difference between measuring a vote share and converting it into parliamentary seats.
A Statistical Boundary
Israel’s electoral threshold is 3.25 percent.
For a party receiving substantially more than that percentage, modest sampling fluctuations may change its expected number of seats without calling its parliamentary presence into question.
For a party whose support lies near 3.25 percent, the same type of fluctuation may change its projected representation from several seats to zero.
This does not necessarily mean the polls are measuring completely different political realities.
They may be producing estimates close to the same threshold but on opposite sides of it.
Sample Size Is Only One Factor
The i24NEWS survey conducted on October 22 included 5,124 adult respondents and reported a sampling error of plus or minus 1.4 percentage points at the 95 percent confidence level.
That is a substantial sample by conventional political polling standards.
But a larger sample does not eliminate every source of uncertainty.
Different pollsters may employ different recruitment methods, weighting systems and procedures for estimating turnout.
They may also differ in how they handle respondents who are undecided or reluctant to state their preferences.
These choices can matter particularly for smaller parties.
The Problem of Turnout
Opinion polls generally estimate voting preferences before actual voting takes place.
Election results reflect the ballots cast by people who participate.
Differences between intended and actual turnout can affect parties in different ways.
Analysts must therefore consider not only how many respondents express support for a party, but also whether the poll’s turnout model accurately reflects the eventual electorate.
Without transparent, comparable information about the methods used by each polling organization, it is difficult to identify which methodological difference is responsible for a particular disagreement.
Reading the Final Surveys
The appropriate interpretation of Amcha Yisrael’s polling is neither that its parliamentary representation is guaranteed nor that exclusion is certain.
The available surveys demonstrate uncertainty around a legally decisive boundary.
The four-seat projections reported by Channel 12 and i24NEWS are meaningful observations.
So are the below-threshold findings published by Channel 13, Maariv and Zman Yisrael.
Each survey is a measurement of electoral intentions under a particular methodology, not a count of actual votes.
For readers following Israel’s election, this makes Amcha Yisrael an instructive case study in how polling uncertainty interacts with electoral law.
The final result will provide the definitive seat allocation. The polls explain why the outcome was difficult to measure in advance.
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As Trump betrays Ukraine, it’s beginning to feel a lot like Munich
In Munich on Sept. 30, 1938, the leaders of Britain and France signed an agreement with Adolf Hitler that caved to the Nazi leader’s demand that Germany be given a chunk of Czechoslovakia. Five months later, Hitler ordered the German military to forcibly take the remainder of the neighboring country.
On Oct. 9, 2026, Donald Trump and Vladimir Putin struck a deal allowing Russia to sell diesel fuel to global markets, most importantly to the US. Then Trump waived a package of sanctions on Russia that had been passed by Congress. By replenishing Russia’s war coffers, it is likely more Ukrainians will die because of these twin gifts from America’s president to the warmongering Russian autocrat.
Why is Trump doing this? He seems to be hoping the diesel deal will help him avert disaster in the upcoming midterms. Or maybe there’s more to it than that. Perhaps Trump seriously thinks that this will get him the Nobel Peace Prize by ending the war in Ukraine through helping Putin win it. Perhaps it’s one more scheme to further enrich himself and his family. Or maybe Putin really does have something on Trump.
In any event, it feels like Munich all over again.
There are some remarkable parallels between Czechoslovakia’s predicament in 1938 and Ukraine’s nine decades later: separatists in two vulnerable Central European democracies were encouraged and supported by a neighboring authoritarian regime that sought to seize adjacent territory under the pretext of protecting a minority from oppression.
And at the center of both narratives is betrayal: of Czechoslovakia by Britain and France, and Ukraine by Trump.
In the spring and summer of 1938, Konrad Henlein, leader of the Nazi-allied Sudeten German Party in Czechoslovakia, held secret meetings with Hitler and other Nazi officials. They concocted a plan: Cause so much disorder in the Sudetenland that the Czech government would declare martial law, thus creating an excuse for German troops to march in to protect the ethnic German minority.
Tensions that had long existed along the Czech frontier erupted into gunfire and death in the Sudeten town of Habersbirk on the morning of Sept. 13, 1938. A mob of German separatists hung a swastika banner from a church tower, stormed the police station, kidnapped the wife of a cop, and engaged in gunfights with police officers that lasted hours. Four Czech police officers and four insurgents died. Outbreaks of violence, terror and torture raged along the border for days, backed by Freikorps paramilitary troops who crossed from Germany and by SA and SS men who took part in cross-border sabotage and armed attacks.
The uprising had the desired impact. Just 17 days later — on Sept. 30, 1938 — Britain, France, Italy and Nazi Germany signed the Munich Agreement, yielding to Hitler’s demand that the Sudetenland be ceded to him. After landing at an airport outside London, Prime Minister Neville Chamberlain waved a document in his hand and jubilantly proclaimed:
“The settlement of the Czechoslovak problem which has now been achieved is, in my view, only the prelude to a larger settlement in which all Europe may find peace.”
“I believe it is peace for our time,” Chamberlain said later that day.
But it didn’t take long for Hitler to show he could not be trusted. Hitler’s army marched into Czechoslovakia on March 15, 1939. Germany’s invasion of Poland followed less than six months later, and by 1942 German forces controlled territory spanning from the Atlantic Ocean to deep inside the Soviet Union.
Ethnic Germans’ uprising in Czechoslovakia in 1938 found an echo nine decades later in Ukraine’s Donbas region, where unrest that began with pro-Russia protests in 2014 evolved into the war Russia has been waging on its neighbor for nearly five years.
In the spring of 2014, paramilitary units led by Russian intelligence officers stormed government office buildings in several towns and cities in Donbas, seizing weapons and clashing with police. In a scene reminiscent of the Habersbirk siege of 1938, on April 14, 2014, pro-Russian militants seized the police station in Horlivka, beat up the police chief, and murdered a member of the city council, whose body was found in a river. Similar clashes occurred throughout Donbas.
Two Kremlin-backed pseudo-states soon emerged: the Donetsk People’s Republic and the Luhansk People’s Republic. Russia funneled tanks, artillery, air defense systems and fighters into Donbas, fueling a war between separatists and Ukrainian forces that dragged on for years.
Like Hitler in the Sudetenland, Russia’s de facto occupation of Donbas was not enough for Vladimir Putin. His eyes were on all of Ukraine, and he spent years manufacturing pretexts for the full-scale invasion that began on Feb. 24, 2022.
Trump has been buttering up Putin for more than a decade, starting with his 2015 campaign for president, when he effusively praised the ruthless Russian autocrat’s leadership style. Putin is a “strong leader,” is “far more respected than our president,” meaning the immensely popular Barack Obama, and was someone he “would get along with very well,” Trump said back then.
Trump’s admiration for Putin took on ominous tones after becoming president. During a press conference after the two leaders’ 2018 Helsinki summit, Trump questioned intelligence findings on Russian election interference and said he believed Putin’s denial. “I don’t see any reason it would be Russia,” Trump told reporters, with the Russian strongman standing at his side.
After Russia’s invasion of Ukraine in 2022, during Biden’s presidency, Trump called it “a pretty smart move,” praised Putin as a “genius,” and also said it wouldn’t have happened if Trump was still president, remarks that were amplified by Russian state media.
During Trump’s second term, his buddy-buddy relationship with Putin has turned into a virtual strategic alliance, as the American president repeatedly makes moves and statements that seem designed to please the Russian autocrat. There are Trump’s threats to abandon NATO, his humiliation of Ukraine President Volodymyr Zelensky during a February 2025 meeting inside the Oval Office, and most recently Trump’s demand that Ukraine cease its drone attacks on Russian oil refineries, his call for Zelensky’s ouster, and envoy Steve Witkoff thanking Putin for being a “humanitarian.”
Putin has proposed a summit between himself, Trump, and Chinese leader Xi Jinping to discuss ending the war in Ukraine. It’s notable that Ukraine has not been invited. This is also what happened in Munich nine decades ago, when Czech delegates were excluded from the room, and others decided Czechoslovakia’s fate.
Last October, aboard Air Force One, Trump told reporters the Donbas region should be “cut up,” leaving most of it in Russian hands.
“Let it be cut the way it is,” he said. “They can negotiate something later on down the line.”
It seems the fate Trump envisions for Ukraine is similar to the one Hitler envisioned for Czechoslovakia. It would be naïve to think that Putin’s expansionist ambitions would stop there.
The post As Trump betrays Ukraine, it’s beginning to feel a lot like Munich appeared first on The Forward.
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A Chabad Jew was stabbed in NYC. He returned the next day to continue wrapping tefillin.
(JTA) — Less than 24 hours after he was stabbed in midtown Manhattan, Yosef, a Chabad-Lubavitch man from Crown Heights, was back on the same street where he’d been assaulted, popping into Diamond District businesses as usual to help employees wrap tefillin.
Yosef, 26, who did not share his last name to maintain his privacy, told the Jewish Telegraphic Agency that he was back on 47th Street on Thursday afternoon, the day after the stabbing, without missing a beat in his Monday-through-Thursday rounds even as police investigate the incident as a possible hate crime.
A number of the people he visited pieced together that the widely circulated footage of a man being stabbed the previous night was of him.
“They were in shock. They were obviously scared for me,” said Yosef, who has been wrapping tefillin and distributing Shabbat candles to Jewish Diamond District employees for about three years. He started that routine when his father, a Chabad Jew who works in the jewelry business, realized he needed his son’s help to handle the demand for those acts. Yosef told Chabad.org that he was “still shaken” by the attack a day later.
Still, he told JTA, “We can’t allow some hate to stop us.”
Yosef said he felt it was important to communicate that message because “we need more mitzvahs in the world, we need more light in the world.”
Yosef was taken to Bellevue Hospital on Wednesday evening around 6 p.m., where medical staff assessed that he had no internal bleeding and would not need stitches. No arrests have been made, but the assailant has been described as a woman in her 40s.
The attack has renewed concerns about security that have faced Chabad adherents and institutions, which often host public events and maintain a visible street presence. But the threat didn’t diminish their presence in midtown Manhattan on Friday.
Multiple Chabad men stood under a bright yellow tent on the sidewalk wrapping tefillin for a steady stream of workers in the heavily Jewish Diamond District.
“The Rebbe says that the way to defeat darkness is only through the addition of light,” said Shmuel Cohen, who was handing out small photographs of the movement’s late leader, the Lubavitcher Rebbe Menachem Mendel Schneerson.
Cohen told JTA that he had not heard about the attack that took place just down the block two days earlier, though his partner under the sidewalk tent had. Cohen said that the best way to respond is through “the observance of Torah and mitzvot without being ashamed of our Judaism but presenting it to everyone.”
Also on Friday, Chabad officials met with New York Police Department representatives for their annual meeting about security ahead of Chabad’s international conference in Crown Heights, the Brooklyn neighborhood where the movement is headquartered. The conference begins on Nov. 5.
Chabad has been targeted in multiple high-profile attacks in the past year, including the deadly Bondi Beach shooting in Australia in December. The following month, a man rammed a car into the doors of the Chabad-Lubavitch headquarters in Brooklyn, raising further questions over how the movement should balance its commitment to making its events accessible with security.
Meanwhile, Jews have been targeted in more than half of hate crimes committed in New York City in 2026, despite making up about 12% of the city’s population.
“Security is our top priority. Our goal is to provide an environment where every participant feels safe and can fully experience the purpose and spirit of the gathering,” said Rabbi Mendy Kotlarsky, a top organizer of the upcoming conference.
In the wake of the attack, Yosef said he is not concerned about going out in public as a visibly Jewish person and doesn’t plan to change how he approaches the world.
“I was wearing the same clothes on Tuesday and Wednesday and Thursday,” he said. “I didn’t change my routine.”
This article originally appeared on JTA.org.
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