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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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In the depths of Tel Aviv’s bus station, a fragile refuge for those with nowhere else to go during war
(JTA) — TEL AVIV — Two floors underground, past dumpsters and oil-laden puddles, through a reinforced Cold War-era door, a bomb shelter is buried underneath Tel Aviv’s Central Bus Station.
Built in 1993 to accommodate more than 16,000 Israelis, the shelter found a new life during the Israel-Iran war as a public refuge for residents of Neve Shaanan, among Tel Aviv’s most diverse neighborhoods and one of its poorest, home mainly to asylum seekers and foreign workers.
With few other options for public shelters in south Tel Aviv, residents pitched tents in the squalor of a space that had fallen into disrepair — with pipes dripping and rats scurrying — for more than 38 days as Israel and Iran exchanged missile fire until a ceasefire that began on April 8 halted the fighting.
“It’s very difficult. Not just because of the war, but because of the conditions we’re living in,” Gloria Arca, who took refuge inside the shelter with her son, Noam, said in Spanish during an interview in April. “We’re protected from the missiles, but inside we’re not safe.”
For many Israelis, the bus station occupies a space that balances between nostalgia and revulsion. Until 2018, the station was a main node for travel into and out of Tel Aviv. Since then, ridership has dropped, and now the hulking structure is seen as little more than an eyesore. During Israel’s 12-day war with Iran last year, a short video by Israeli comedians went viral for sharing the station’s GPS coordinates in a video that jokingly urged Iran, “Please don’t bomb this bus station.”
Yet the station also offers a concrete window into Israel’s widening reliance on foreign workers, which has surged in the wake of the Oct. 7, 2023, Hamas attacks.
When there is no war on, the shelter functions as a community center, complete with a Filipino church, a refugee health clinic, and retailers catering to customers in more than a dozen languages.
During wartime, the station takes on a new and vitally important role as a shelter for those who have none in their homes or neighborhoods, no family in the country whose homes they can flee to and little ability to pay for temporary accommodations somewhere safer.
Arca, who came to Israel more than two decades ago from Colombia and is in the country legally, knew that it would take her and Noam more than 10 minutes to get to a shelter from their home — longer than Israel’s advanced missile warning system allows. So they decided to move into the bus station, pitching a tent alongside some of their neighbors.
Depending on the day, more than 200 residents spent their nights in the shelter during the war, according to Sigal Rozen, public policy coordinator at the Hotline for Refugees and Migrants.
“It’s not easy, especially with young children and families with special needs,” she said. “You can’t get up in the middle of the night and just run.”
The Hotline, with funding from the Tel Aviv Municipality, worked to improve conditions in the shelter, but the starting point was dire. During a visit in April, rats could be seen scurrying across newly installed artificial turf meant to brighten the space, and mosquitoes landed on visitors’ ankles before being chased off.
More than anything, Arca worries about safety in the shelter — but not from the war. “We’re protected from the missiles, but inside, we’re not safe,” she said. “Security is there, but they don’t do their job. Drug users come in and use the bathrooms. There are many children here, and we’re afraid.”
The challenging conditions were nothing new to many of the people who moved in, who represent an often unseen but growing sector of workers in Israel.
The category of “foreign worker,” a term used in Israel to describe non-citizen laborers, most of them from countries such as the Philippines, India, and Thailand, who enter the country on temporary work visas tied to a specific employer, has long been a fraught designation.
Dominant in some industries, such as home health care, where there are so many foreign workers that the role is known as “filipina” in Hebrew, foreign workers have taken on greater shares of other sectors in recent years, particularly after Israel banned Palestinian workers from Gaza and the West Bank after the Hamas-led Oct. 7 attack. With Israelis increasingly reluctant to take low-paying manual labor jobs, the Israeli government has moved to fill the gap by permitting employers to hire more foreign workers.
Israel’s foreign worker population rose by 41% in 2024 alone to more than 156,000. By 2025, the total had reached 227,044. It is expected to grow even more in the coming years, as the government has set a ceiling of 300,000 workers.
For many Israelis, footage that circulated after the ceasefire showing long lines of foreign workers arriving at newly reopened government offices to renew their visas offered a stark illustration of the growing sector.
It is not uncommon around the world for people from impoverished countries to migrate to countries with more work and higher pay. For the workers, occupying a tenuous legal status can be worth it to be able to support their families, send their children to stronger schools and earn wages on a different scale than in their home countries.
Evelyn, a Filipina caregiver sheltering with her three children beneath the Central Bus Station, declined to give her last name out of fear of deportation. “In Israel, I can earn 10 times what I do in the Philippines. So I have money to send back to my family — not just taking care of my kids here, but my parents in Manila.”
But advocates for the workers say foreign worker status, and Israel’s increasing reliance on foreign workers, creates conditions that are ripe for abuse. Ohad Amar, executive director of Kav LaOved, a nonprofit that works to uphold equal labor rights for all workers in Israel, said the workers are “enduring conditions akin to modern slavery.”
Many foreign worker visas in Israel are tied to a specific employer and are non-transferable. Kav LaOved has documented numerous cases of delayed or unpaid wages, as well as workers who feel pressured to remain silent about abuse from their employers lest they lose their immigration status.
“Israel had not relied on migrant workers in the same way before. This is the first time at this scale,” Amar said. “Every day we are getting reports of workers’ rights violations, and we are completely overwhelmed.”
During wartime, foreign workers are frequently exposed to Israel’s unique dangers in extreme ways. On Oct. 7, as sirens blared, foreign workers were slaughtered in the fields of kibbutzes near Gaza. During the most recent war, videos circulated online of construction workers from China who filmed themselves stranded high in the air during missile barrages, afraid and without protection.
The first death in the latest round of fighting with Iran was Mary Anne Velasquez de Vera, a foreign worker in Israel from the Philippines. At the end of March, two other foreign workers were killed by a Hezbollah rocket while working in a field in northern Israel after they were unable to reach shelter.
Feeling physically vulnerable is an experience many foreign workers in Israel know well. Evelyn, a migrant from the Philippines who slept in the bus station with her children during the war, described how, in an industry as intimate as caregiving, working with elderly people who struggle to make it to a shelter, workers can feel pressured to stay in the building during an attack.
“They can’t exactly tell their employer they left grandma in the building during a missile attack, because they’ll get fired and lose their visa,” Amar said.
Some of the risks are much less visible. Evelyn was out of work as a housekeeper for the duration of the war, when her employer, an elderly woman, left the country. She lived on donations from community members and civil society organizations.
“Here is still better than back home,” she said. “But we are all struggling, and not just because of the shelter. If I can’t start working soon, I really don’t know what I will do.”
Workers like Evelyn who lack work visas must rely on informal employment, making them ineligible for compensation from Bituach Leumi, Israel’s national workers’ insurance, when they go unpaid. But having a visa did not solve the challenges of war, Rozen said.
The threat of losing their visa if they lose their employment hangs over the heads of the workers, forcing them into difficult decisions, like whether to leave their children with volunteers at the shelter or alone at home.
“Even those who still have work face a problem. If a single mother has children and there’s no school, where does she leave them? She can’t bring them along when there’s an alarm,” Rozen said. “So even when work exists, many can’t do it.”
She said the war had offered a glimpse into the as-yet-unaddressed challenges that come along with Israel’s increasing reliance on importing labor from abroad. The country’s labor market didn’t come to a standstill, as was the case in other countries in the region such as the United Arab Emirates where the vast majority of workers are migrants who tried to leave, but for Rozen, something new and troubling was laid bare.
“If you don’t want foreigners here, then don’t recruit them,” Rozen said. “But you can’t recruit them, triple their numbers, and then expect them to disappear when there’s a war.”
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Nearly half of young Americans view US relationship with Israel as a burden, survey finds
(JTA) — Nearly half of young Americans, 46%, believe that the United States’ relationship with Israel is mostly a burden to the United States, according to a new survey from the Institute of Politics at the Harvard Kennedy School.
The Harvard Youth Poll, which polled 2,018 Americans aged 18 to 29, found that just 16% of those surveyed described the U.S. relationship with Israel as mostly a benefit.
Respondents were asked about their view of other U.S. alliances, including Canada, which 53% saw as beneficial, and Ukraine, which 21% saw as beneficial. Israel received the lowest perceived benefit of any country tested.
The survey also found that 55% of young Americans believe the U.S. military action in Iran is not in the best interest of the American people.
It comes as attitudes about Israel among young Americans in recent years have grown sharply negative. Earlier this month, a Pew Research Center survey found that 70% of Americans aged 18 to 49 held a somewhat or very negative opinion of Israel. That view was split among partisan lines, with 84% of Democrats in that demographic holding a negative view of Israel, compared to 57% of Republicans.
The Harvard survey was conducted by Ipsos Public Affairs between March 26 and April 3 and had a margin of error of 2.74 percentage points.
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Long Island father and teen son arrested after investigation into swastika drawn in school bathroom
(JTA) — A father and his teenage son were arrested Wednesday after an investigation into swastika graffiti at the teen’s school led police to search their home, where authorities said they found chemicals used to make explosives.
The arrests stemmed from an investigation into swastika graffiti found in a boys’ bathroom at Syosset High School on Long Island. After police determined that a 15-year-old student had drawn the swastika, the Nassau County Police Department sent officers to his home.
There, the teen told the officers about the explosive materials, according to prosecutors. He said his father had purchased the chemicals for him to build rockets.
During the subsequent search of the home, police found “highly unstable” materials that had been combined to make explosives, including nitroglycerin, multiple acids, oxidizers and fuels. They began to evacuate people in adjacent homes, fearing an explosion.
The teen was not identified by police due to his age. Francisco Sanles, 48, who was arrested at the scene, has pleaded not guilty to seven criminal counts, including criminal possession of a weapon and endangering the welfare of a child. His son was charged with five counts, including criminal possession of a weapon, criminal mischief, aggravated harassment and making graffiti.
Swastika graffiti is relatively commonplace in schools, with the Anti-Defamation League reporting over 400 incidents in 2024: Syosset High School itself was hit by a spate of antisemitic graffiti, including swastikas, in 2017. But it is relatively rare that incidents result in arrests.
In an email to the school district Wednesday night, the Syosset School District — which enrolls a large number of Jewish students — said its investigation had identified the student for the police, and he would face “serious consequences pursuant to the District’s Code of Conduct.”
“Antisemitism and hate speech have no place in our communities or in our schools,” the district said. “Syosset has long been proud of being a welcoming, empathetic, and inclusive community and those values remain firm. We protect those values and this community by confronting and holding accountable those who traffic in any form of hate.”
In January, New York City Police arrested and charged two 15-year-old boys suspected of spraying dozens of swastikas on a playground in a heavily Jewish Brooklyn neighborhood with aggravated harassment and criminal mischief as a hate crime.
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