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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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Gunmen Kill Three People and Abduct Catholic Priest in Northern Nigeria
A police vehicle of Operation Fushin Kada (Anger of Crocodile) is parked on Yakowa Road, as schools across northern Nigeria reopen nearly two months after closing due to security concerns, following the mass abductions of school children, in Kaduna, Nigeria, January 12, 2026. Photo: REUTERS/Nuhu Gwamna/File Photo
Gunmen killed three people and abducted a Catholic priest and several others during an early morning attack on the clergyman’s residence in northern Nigeria’s Kaduna state, church and police sources said on Sunday.
Saturday’s assault in Kauru district highlights persistent insecurity in the region, and came days after security services rescued all 166 worshippers abducted in attacks by gunmen on two churches elsewhere in Kaduna.
Such attacks have drawn the attention of US President Donald Trump, who has accused Nigeria’s government of failing to protect Christians, a charge Abuja denies. US forces struck what they described as terrorist targets in northwestern Nigeria on December 25.
The Catholic Diocese of Kafanchan named the kidnapped clergyman as Nathaniel Asuwaye, parish priest of Holy Trinity Catholic Church in Karku, and said 10 other people were abducted.
Three residents were killed during the attack, which began at about 3:20 a.m. (0220 GMT), the diocese said in a statement.
A Kaduna police spokesperson confirmed the incident, but said five people had been abducted in total and that the three people killed were members of the security forces.
“Security agents exchanged gunfire with the bandits, killed some of them, and unfortunately two soldiers and a police officer lost their lives,” he said.
Rights group Amnesty International said in a statement on Sunday that Nigeria’s security crisis was “increasingly getting out of hand”. It accused the government of “gross incompetence” and failure to protect civilians as gunmen kill, abduct and terrorize rural communities across several northern states.
A presidency spokesperson could not immediately be reached for comment.
Pope Leo, during his weekly address to the faithful in St. Peter’s Square, expressed solidarity with the victims of recent attacks in Nigeria.
“I hope that the competent authorities will continue to act with determination to ensure the security and protection of every citizen’s life,” Leo said.
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Israeli FM Sa’ar Stresses Gaza Demilitarization, Criticizes Iranian Threats in Talks with Paraguay’s Foreign Minister
Israeli Foreign Minister Gideon Sa’ar speaks next to High Representative for Foreign Affairs and Security Policy and Vice-President of the European Commission Kaja Kallas, and EU commissioner for the Mediterranean Dubravka Suica as they hold a press conference on the day of an EU-Israel Association Council with European Union foreign ministers in Brussels, Belgium, Feb. 24, 2025. Photo: REUTERS/Yves Herman
i24 News – Foreign Minister Gideon Sa’ar made the remarks on Tuesday during a meeting at the Foreign Ministry in Jerusalem with Paraguay’s Foreign Minister Rubén Ramírez Lezcano. The meeting included a one-on-one session followed by an expanded meeting with both countries’ bilateral teams.
Sa’ar told the media, “We support the Trump plan for Gaza. Hamas must be disarmed, and Gaza must be demilitarized. This is at the heart of the plan, and we must not compromise on it. This is necessary for the security and stability of the region and also for a better future for the residents of Gaza themselves.”
He also commented on Iran, saying, “I praise President Peña’s decision in April of 2025 to designate Iran’s Revolutionary Guards as a terrorist organization. The European Union and Ukraine have also recently done so, and I commend that. The Iranian regime is murdering its own people. It is endangering stability in the Middle East and exporting terrorism to other continents, including Latin America. The attempt by the world’s most extremist regime to obtain the most dangerous weapon in the world, nuclear weapons, is a clear danger to regional and world peace.”
Sa’ar added that Iran’s long-range missile program threatens not only Israel but other countries in the Middle East and Europe. “The Iranian regime has already used missiles against other countries in the Middle East. European countries are also threatened by the range of these missiles,” he said.
Lezcano praised his country’s decision to open an embassy in Jerusalem. “Paraguay’s sovereign decision to open its embassy in Jerusalem was made in faith and responsibly. It reflects the coherent foreign policy that we consistently and clearly hold with regard to Israel,” he said. He added that Paraguay “unequivocally and unquestionably supports the right of the State of Israel to exist and to defend itself,” a position reinforced after the October 7, 2023, attacks.
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In Economic Speeches, Trump Claims Inflation Victory Nearly 20 Times Even as Prices Bite
US President Donald Trump gestures on the day he delivers a speech on energy and the economy, in Clive, Iowa, US, January 27, 2026. Photo: REUTERS/Kevin Lamarque/File Photo
Donald Trump has cast himself as Republicans’ chief messenger on the cost of living in an election year, but a Reuters review of his speeches shows a president repeatedly declaring inflation beaten while rarely acknowledging the strain many Americans say they still feel.
In five speeches on the economy since December, Trump asserted that inflation had been beaten or was way down almost 20 times and said prices were falling almost 30 times, assertions at odds with economic data and voters’ daily experiences. Much of the remaining time was spent on grievances and other issues, including immigration, whether Somalia was a country, and attacks on opponents.
Taken together, the speeches portray a president struggling to reconcile his central claim — that he has fixed the cost-of-living crisis — with inflation near 3% over the past year and voters’ lived experience of paying more for grocery staples. The price of ground beef, for example, is up 18% since Trump took office a year ago, while ground coffee prices are up 29%.
Republican strategists told Reuters that his mixed messaging on the top issue for voters risks creating a credibility gap for him and the Republican Party ahead of the November midterms, when control of Congress will be at stake. Opinion polls show voters are deeply unhappy with Trump‘s handling of the economy.
“He can’t continue to make claims that are demonstrably false, particularly at the expense of Republicans who are in competitive House districts or Senate races,” said Rob Godfrey, a Republican strategist. Trump “must be disciplined and focused,” he added.
One source close to the White House said the president needed to hit the issue of affordability harder and through personal visits to critical districts.
“He needs to bring the message out because the message is not resonating,” the source said, speaking on condition of anonymity to more freely discuss the issue.
Kush Desai, a White House spokesman, said Trump’s focus on illegal immigration in his speeches is directly connected to his argument that people in the country illegally have an adverse impact on the economy. Desai said it causes “public services being overburdened, business activity disrupted by crime, housing markets flooded, and workers’ wages depressed.”
Trump has repeatedly stressed that much work remains to clean up the economic mess he says his Democratic predecessor, Joe Biden, left him, Desai added.
TRUMP VEERS OFF MESSAGE TO RAIL ABOUT IMMIGRATION
The Reuters analysis found that Trump – when not declaring inflation beaten – devoted nearly half his speaking time to grievances and other issues.
In about five hours of speaking time, he spent roughly two hours straying into about 20 topics unrelated to prices, the Reuters review found. When he veered off message, his top issue was illegal immigration, which he spent a total of about 30 to 40 minutes talking about.
In the speeches he insulted Somali Americans in Minnesota, who voted against him in the 2024 election. He referred to Somalia as “not even a country” – and in four speeches he disparaged Somali-born Minnesota congresswoman Ilhan Omar.
A progressive, high-profile Democrat and Muslim, Omar has been a frequent Trump critic, especially over his immigration policies.
“Every time the president of the United States has chosen to use hateful rhetoric to talk about me and the community that I represent, my death threats skyrocket,” Omar said last month, the day after a man sprayed a foul-smelling liquid on her at a town hall event.
Trump also talked about men in women’s sports, Venezuela, Iran, the Islamic State militant group, Greenland, Ukraine and Russia, military recruitment, his false claim that the 2020 election was rigged, US weaponry, his exaggerated claim to have ended eight wars, and even how much a Fox News anchor likes him.
TRUMP‘S MEANDERING WORRIES STRATEGISTS
“Inflation is stopped. Incomes are up. Prices are down,” Trump said in an Iowa speech on January 27.
Only twice in the five speeches did Trump acknowledge that prices are still too high, but he blamed them on Biden. Trump was elected in 2024 because of voter unhappiness with Biden’s handling of inflation – which spiked to over 9% in 2022 – and illegal immigration.
Democrats caused prices “to be too high,” Trump told a rally in Pennsylvania on December 9. “But now they’re coming down.”
In the same speech he called the term “affordability” a Democratic “hoax”. After a public backlash, he has ceased saying that in more recent speeches.
In four of the speeches Trump repeatedly and haphazardly switches topics, often when he is in the middle of talking about the economy, the Reuters review found.
Four Republican strategists interviewed by Reuters said Trump‘s meandering style – which he proudly calls “the weave” – risked drowning out his core economic argument that he has brought inflation and prices down.
Speaking to world leaders at the World Economic Forum in Davos, Switzerland on January 21, Trump spent the first 22 minutes on topic, then suddenly, for the next 22 minutes, insulted Europeans, said they would be speaking German if it wasn’t for America, called NATO ungrateful, and decried the “crooked” media before pivoting back to the US economy.
Doug Heye, a Republican strategist, said voters want to hear what Trump is doing to lower costs. “But they have no memory of what Trump says about economic issues because of the volume of his own rhetoric.”
One source familiar with the White House’s thinking said Trump was likely to use his State of the Union address on February 24 as the kickoff for more intense domestic travel to amplify his message on affordability.
TRUMP DOES OFFER SOLUTIONS
For many Americans, the economy still feels unforgiving. Prices remain high, even though the inflation rate has inched down since Trump took office, from 3% to 2.7%. A lower inflation rate does not mean prices are decreasing – just that they are growing at a slower pace, economists stress.
In the 12 months through December 2025, food costs were up over 3%, while average hourly earnings were up only 1.1% year over year. The unemployment rate was 4.4% in December, up from 4% when Trump took office in January 2025, according to government data.
In some of the speeches Trump correctly identifies a drop in prices for a few everyday goods, including eggs and gas. The cost of eggs fell about 21% in December from a year earlier after being 60% higher during Trump‘s first months back in office. Gas prices are about 4% lower since January last year.
But the cost of an average grocery basket has risen. The price of coffee, beef, and some fruits, among other items, has risen in the past year.
Trump does offer solutions in his speeches, including his tax cuts that kicked in last month that will produce greater savings for tens of millions of families; the scrapping of taxes on tips, overtime and Social Security payments; his plan to reduce mortgage interest rates; a proposal to lower housing prices; and deals with health insurance companies to reduce drug prices.
Most economists expect US households and the economy at large to benefit in the months ahead from the tax cuts. But Trump‘s more recent proposals are unlikely to have a significant impact on the cost of living between now and November, some economists told Reuters. One of Trump‘s ideas – to cap credit card interest rates to 10% for a year – could even backfire since it could limit access to credit for lower-income families, some economists have warned.
Mike Marinella, a spokesman for the National Republican Congressional Committee, which supports candidates for the House of Representatives, said Trump and Republicans were helping working families. “Voters are seeing this clear contrast, and the best is yet to come.”
Some 35% of Americans approve of Trump‘s overall handling of the economy, according to a January 25 Reuters/Ipsos poll, up slightly from 33% in December. But it is well below his initial 42% rating on the issue when he first took office a year ago.
FALLING INTO BIDEN TRAP
Former economic officials in previous administrations say Trump is falling into the same trap Biden did in 2024 when confronted with persistently high inflation.
Biden kept claiming the US economy was strong and urged voters to look at other economic data. That strategy failed badly and Democrats were punished at the polls.
The officials agreed it was important for presidents to show voters they understood their economic pain, especially in an election year.
“We definitely talked past people on inflation,” Jared Bernstein, the head of Biden’s Council of Economic Advisers, said in an interview.
“What we typically did was to say, ‘A new report just came out on jobs, it’s very strong,’ and that was all true. But the fact is that there wasn’t much we were able to do in terms of the price level.”