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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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Trump rejects Mamdani vow to arrest Netanyahu in NYC
(JTA) — Mayor Zohran Mamdani says he’s still thinking about whether he should arrest Benjamin Netanyahu the next time the Israeli prime minister is in New York City. Not gonna happen, President Donald Trump stepped in on Monday to say.
“Benjamin Netanyahu will not be arrested, in any way, shape, or form, while in the United States of America,” Trump wrote on Truth Social.
Trump’s post came days after Mamdani said that he is in “active conversation” with the city’s Law Department about detaining a foreign leader like Netanyahu, who faces an arrest warrant from the International Criminal Court for alleged actions related to Israel’s war with Hamas. Netanyahu often attends the United Nations General Assembly in Manhattan in September and is planning to do so this year.
“I believe that Prime Minister Netanyahu belongs in The Hague,” Mamdani reiterated, in an interview with the New York Times, referring to the court’s seat in the Netherlands.
He also hedged on his earlier pledge, seeming ready to defer to the city’s lawyers. (The legal consensus has been that a warrant by a court not recognized by the United States is unenforceable. Secretary of State Marco Rubio has said he is seeking the dismantlement of the ICC.)
“I’ve also said that I will follow the laws that we have here in New York City because I believe that there is an importance in following the law as a leader who presides over our city,” Mamdani told the Times. The interviewer, Lulu Garcia-Navarro, prompted him to elaborate. “Meaning that whatever the law allows me to do in New York City, that’s what we will do, but we won’t be writing our own laws to that end,” Mamdani said.
Trump jumped to the defense of Netanyahu, who is up for reelection later this year.
Netanyahu, he said, is busy fighting the Islamic Republic of Iran, and that the “only ones that should be arrested are the people that led Iran into this unprecedented SPIRAL OF DEATH AND DESTRUCTION, something that should have been dealt with years ago, by previous Presidents!”
Trump’s comments come after months of speculation over how an attempted arrest of Netanyahu could pit New York City law enforcement against the United States. Mamdani told reporters after a private meeting with the president last year that the two men did not discuss his vow to arrest Netanyahu. Mamdani has said he would also push for the arrest of Russian President Vladimir Putin, were he to enter New York City.
Some Mamdani Democratic allies were also pouring cold water on the prospect of an arrest.
California Rep. Ro Khanna, who is often aligned with Mamdani’s pro-Palestinian politics, said on the Fox News Channel on Sunday that, in his view, Netanyahu “can come to the U.N. Assembly.”
“The ICC and ICJ have a legal process. That case will go forward,” Khanna said, adding that he’s focused on cutting military aid and stopping weapons sales to Israel. “But, you know, I’m not for creating a spectacle. The U.N. is a place that people can come to.”
Dan Shapiro, a former U.S. Ambassador to Israel under Barack Obama, speculated that Mamdani’s plan could backfire, since an attempt to arrest Netanyahu would “give him a political boost at home” as Netanyahu fights for reelection. “That would be an own goal,” Shapiro wrote on X.
Republican New York City Council member Inna Vernikov, who is Jewish and has been a staunch Mamdani critic, wrote to Rubio requesting that the State Department issue Mamdani a “stern warning.” She also asked that the department issue an opinion on whether arresting Netanyahu would “violate U.S. law resulting in a prosecution and/or criminal action taken by the federal government against Mayor Mamdani.”
A New York City mayor has previously booted an international leader from a U.N.-related event. In 1995, Rudy Giuliani had Yasser Arafat, chairman of the Palestine Liberation Organization, ejected from a U.N. concert at Lincoln Center, drawing criticism from then-President Bill Clinton’s administration.
Danny Danon, Israel’s Ambassador to the United Nations, wrote on Saturday that Netanyahu will be attending the U.N. General Assembly in September. “And if anyone should be arrested, it is @NYCMayor Zohran Mamdani,” he said.
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Where does Andy Burnham, the new British prime minister, stand on Israel and antisemitism?
(JTA) — Andy Burnham officially became Britain’s new Labour prime minister on Monday, replacing Keir Starmer who resigned following the party’s disastrous showing in local elections in May.
Starmer left behind a mixed record on antisemitism. He purged the party of its image as hostile to Jews under former party leader Jeremy Corbyn. But at the same time, attacks against Jews in Britain have risen in the aftermath of the Oct. 7, 2023, Hamas terror attack on Israel, and uncertainty is at a high.
Starmer’s successor has spent much of his political career over the past decade cultivating close ties with Britain’s Jewish community. As the former mayor of Greater Manchester, home to one of Europe’s largest Jewish populations, Burnham frequently spoke out against antisemitism, attended Holocaust commemorations and worked closely with Jewish communal organizations.
Yet in the lead-up to his installation as prime minister, Burnham also signaled a shift in Labour’s mainstream position on Israel and Gaza, including support for greater pressure on Israel.
Burnham’s comments about Labour’s leadership contest prompted a sharp rebuke from the Board of Deputies of British Jews and the Jewish Leadership Council, which expressed “significant concerns” over his framing of Gaza and Israel’s war with Hamas. The umbrella groups also said they welcomed his commitment to tackling antisemitism.
Here is a look at some of Burnham’s views on the subjects and how they might impact his party’s policies going forward.
Early support for Israel and a two-state solution
During Labour’s 2015 leadership contest, Burnham said at a Jewish community debate that his first foreign trip, should he win the Labour leadership, would be to Israel. He opposed a boycott of Israel, asking, “What message would it send?” while stating that he supported a negotiated two-state solution.
In a questionnaire sent to him that year by the Palestine Solidarity Campaign, he also stated that he supported “two states living side by side in peace, and recognized by all of their neighbors.” However, he added that he supported “an end to occupation and illegal settlement building by the Israelis, and an end to the rocket and terror attacks by the terrorist group Hamas.”
He also made it clear at the time that he did not support West Bank settlements, telling the PSC, “Labour recognizes that the settlements and their continued expansion remain key obstacles to resolving the conflict, as [then party leader] Ed Miliband has said, they are both illegal and immoral.”
Labour’s antisemitism crisis
Burnham was vocal about tackling antisemitism when the Labour Party became embroiled in allegations of antisemitism under Corbyn’s leadership between 2015 and 2020,.
Corbyn had in 2012 mural defended a mural depicting hook-nosed Jewish bankers playing Monopoly on the backs of exploited workers. (He later said he regretted the defense.) He called representatives of Hamas and Hezbollah “friends.”
Burnham told the Board of Deputies in 2019 that Labour had failed to deal with antisemitism complaints “firmly, quickly and decisively” and warned that the party had lost the confidence of many Jewish voters.
“It is inconceivable to me that a party which has prided itself on its record on racism could have become embroiled in an antisemitism crisis,” he said.
In 2020, the U.K.’s Equality and Human Rights Commission found Labour had committed unlawful acts of harassment and discrimination related to antisemitism.
Oct. 7 and rising antisemitism
In the aftermath of the Oct. 7 attack, Burnham issued a statement with his deputy mayor saying, “We condemn without reservation the appalling attacks in Israel by Hamas. Nothing justifies the taking of innocent lives in such a barbaric and indiscriminate manner.”
He also stated that “Israel had a right to defend itself, and protect its citizens, in line with international law”
He told the Jewish community that he had spoken with Greater Manchester’s chief constable, who assured him there would be an increased police presence alongside Jewish community organizations. Burnham said local leaders were “determined that all our communities in Greater Manchester will be kept safe” and that “we will never tolerate any form of hatred on our streets.”
Manchester synagogue terror attack
Barely two years later on Yom Kippur 2025, Manchester became the target of a major terror attack, outside Heaton Park Hebrew Congregation. Two people were killed amid a police response.
“Manchester stands together and we will not allow division in our communities,” Burnham said, visiting the synagogue soon after what he described as an attack on the entire city.
Golders Green ambulance attack
Burnham spoke out in April when four Hatzola volunteer ambulances were set ablaze in London’s heavily Orthodox Golders Green neighborhood. “This is another terrible incident that will concern Jewish communities in London and in Greater Manchester who have faced appalling antisemitic attacks in recent months,” he said.
Recent comments on Gaza
Burnham has been critical of Israel’s military campaign in the aftermath of Oct. 7. He doubled down in a leadership campaign video released last week and took his own party to task.
He condemned Hamas and once again rejected antisemitism, but he argued Britain should “do more to put pressure on the Israeli government,” including considering further restrictions on arms exports and action against illegal West Bank settlements.
“I know many people feel that at the start of Israel’s military action in Gaza, my party didn’t get it right, and I am sorry about that,” he said. The party was “too slow to call for a ceasefire.”
He called images from Gaza “a scar on our collective conscience.”
His comments reflect a parliamentary push across the board that Britain should do more to take action against Israel, including supporting a ban on all Israeli goods coming from the West Bank — something that Ireland and other European countries have been pushing for.
In his video, Burnham stopped short of describing Israel’s actions as genocide, saying that such a determination should be made by international courts.
Jewish communal reaction
The video drew a swift response from the Board of Deputies of British Jews and the Jewish Leadership Council. Burnham had seen “first hand the links between hatred of Israel, antisemitic extremism and deadly violence against British Jews,” the groups said.
They urged Burnham and other political leaders to “show the utmost care in their rhetoric” at a time when antisemitism in Britain had become “more normalized, more extreme and more violent.”
British Jews will watch closely how Burnham balances his longstanding engagement with the Jewish community and his increasingly critical stance toward the Israeli government.
The Campaign Against Antisemitism’s Chief Executive Gideon Falter read aloud an open letter to Burnham on Monday calling on him to take a stand against the rise in antisemitism in the country. “Your legacy will not be remembered solely in terms of tax rates and hospital waiting times,” Falter said. “It will be whether Jews were murdered or thrived in Andy Burnham’s Britain.”
Board of Deputies President Phil Rosenberg congratulated Burnham on X, and welcomed the new prime minister’s “early commitment to tackling antisemitism,” and that the Board “will work with his administration towards the U.K. playing its strongest role in global peace and security.”
Ephraim Mirvis, the country’s chief rabbi, posted a photo on X of himself and Burnham and offered a blessing. “He assumes the immense responsibility of leadership at a time of great challenge, both at home and abroad,” Mirvis said. “May he be blessed with the wisdom, strength and good judgment to keep our country safe and may his service bring prosperity and harmony for all.”
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J Street defends co-sponsoring College Democrats convention featuring Hasan Piker
(JTA) — J Street is defending its decision to co-sponsor the College Democrats of America convention after critics accused the liberal pro-Israel group of endorsing the anti-Zionist streamer Hasan Piker, who was a featured speaker at the event.
In a statement posted Monday, J Street said its campus arm, J Street U, spent “a couple thousand dollars for an exhibit table” and had “no role in choosing speakers, no approval over the program and no say in who was invited to address the conference.”
“J Street disagrees with much of what Hasan Piker says and with the way he says it. We won’t hesitate to say so,” the group wrote on social media in a statement first authored by its president, Jeremy Ben-Ami. “But we also reject the notion that the right answer to his invitation is to abandon the very spaces where the next generation of Democratic leaders is debating these issues.”
The convention, which was held in Washington, D.C., from Thursday to Sunday, featured a host of speakers, including Rep. Jamie Raskin, a Jewish Democrat in Maryland; Randi Weingarten, the Jewish president of the American Federation of Teachers; and the democratic socialist Colorado congressional candidate Melat Kiros.
The statement followed blowback from several pro-Israel commentators, including author and podcaster Dan Senor, former Auburn basketball coach Bruce Pearl and Israel historian Sara Yael Hirschhorn, who all said it was inappropriate for a Jewish group to share a tent with an anti-Israel figurehead.
“If J Street knew that he is one of the key speakers and still sponsored this event it’s a new low,” Nadav Pollak, a lecturer on Middle East affairs at Reichman University, wrote in a post on X. “An organization that claims to be ‘pro-Israel’ sponsors an event with one of the most anti-Israel speakers. Shameful.”
Sen. John Fetterman, a Pennsylvania Democrat and pro-Israel stalwart, also took aim at J Street in an interview on Fox News Sunday.
“Even Jewish kinds of organizations like J Street are doing events with people like Hasan Piker,” Fetterman said. “Hasan Piker, I mean, how can you embrace people like that?”
The online row came amid a growing divide over whether Jewish groups should engage in progressive spaces where anti-Zionist voices have become increasingly influential, or withdraw from them altogether.
J Street U, the group’s college arm, has faced resistance from both directions in recent months, including at Sarah Lawrence College, where the student senate rejected an application for a college chapter over its Zionist identity, even as J Street faced criticism from the right for newly endorsing an end to U.S. military aid to Israel.
Piker, who has drawn fierce condemnation for his rhetoric on Israel and campaigned alongside democratic socialist congressional candidates across the country, used his remarks at the convention to call for an end to U.S. military aid to Israel.
“No more to the Democrats who compromise, who conciliate, and who betray us,” Piker told the crowd during his remarks. “No more to the fascist reactionaries, but no more to the Democrats who will collaborate and cooperate with the fascists, who will fund ICE, who will fund Israel, who will help poison the planet, who will stiff workers and help bosses.”
J Street said it was committed to advocating for its perspective in ideologically diverse spaces and characterized its presence at the College Democrats convention as a bulwark against extremism.
“Our mission is not to preach to the converted. It is to ensure that a pro-Israel, pro-peace voice is heard wherever the future of American politics is being shaped,” it said. “If we leave those conversations to others, we shouldn’t be surprised when the loudest and most polarizing voices dominate them.”
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