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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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Most Europeans Consider Antisemitism an ‘Important’ Problem, Say Gaza War Influences Views of Jews: EU Survey
Anti-Israel protesters march in Germany, March 26, 2025. Photo: Sebastian Willnow/dpa via Reuters Connect
Over half of Europeans view antisemitism as a serious problem in their countries, with almost seven in ten saying the war in Gaza influences how Jewish people are perceived, according to a new European Union survey published this week as hostility toward Jews and Israelis across the continent shows no sign of easing.
Released on International Holocaust Remembrance Day, the European Commission’s Eurobarometer, which surveyed some 25,000 respondents, found that 69 percent of Europeans now believe that “conflicts in the Middle East” influence how Jewish people are perceived — up from 54 percent in a previous survey before the conflict.
The data also revealed that 55 percent of respondents consider antisemitism an “important” problem in their home country, with nearly half saying it has grown over the past five years and a large majority warning that hostility toward Jews in public places remains a serious concern.
Western countries, especially those with large Muslim-majority immigrant populations, expressed the greatest concern about rising antisemitism and were most likely to link it to Israel, revealing sharp differences across European Union member states.
For example, only 9 percent of respondents in Estonia said antisemitism was a problem, followed by Finland, Latvia, Malta, and Slovakia ranging from 16 to 21 percent.
However, 70 to 74 percent of respondents in countries such as France, Italy, Sweden, Germany, and the Netherlands saw antisemitism as a serious threat.
“Jewish culture is woven into the fabric of European history. We must protect and nurture this today and well into the future,” EU Commissioner for Internal Affairs and Migration Magnus Brunner said in a statement.
Today, Europe is home to nearly 30 percent of all Israelis living outside the country — roughly 190,000 to 200,000 people — with their population steadily increasing across the continent, according to a report from the Institute for Jewish Policy Research (JPR).
Yet governments and Jewish security organizations across the continent have documented a dramatic rise in anti-Jewish hate crimes since the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
Germany recorded more than 2,000 antisemitic incidents in 2024 — nearly double pre-Oct. 7, 2023, levels.
In the UK, the Community Security Trust (CST) — a nonprofit charity that advises Britain’s Jewish community on security matters — recorded 1,521 antisemitic incidents from January to June last year. This was the second-highest number of antisemitic crimes ever recorded by CST in the first six months of any year, following 2,019 incidents in the first half of 2024.
France presents a similar pattern. According to the French Interior Ministry, the first six months of 2025 saw more than 640 antisemitic incidents, a 27.5 percent decline from the same period in 2024, but a 112.5 percent increase compared to the first half of 2023, before the Oct.7 atrocities.
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‘You’re Disgusting’: University of Miami Sophomore Harasses ‘Students Supporting Israel’ Campus Group
Kaylee Mahoney, a University of Miami student and conservative influencer who verbally attacked Jewish students on campus on Jan. 27, 2026. Photo: Screenshot.
A sophomore and right-wing social media influencer at the University of Miami on Tuesday verbally attacked a Jewish student group, leading the school to defend free speech while saying that “lines can be crossed” in response.
“Christianity, which says love everyone, meanwhile your Bible says eating someone who is a non-Jew is like eating with an animal. That’s what the Talmud says,” Kaylee Mahony yelled at members of Students Supporting Israel (SSI) who had a table at a campus fair. “That’s what these people follow.”
She continued, “They think that if you are not a Jew you are an animal. That’s the Talmud. That’s the Talmud.”
Mahony can also be heard in video of the incident responding to one of the SSI members, saying, “Because you’re disgusting. It’s disgusting.”
Later, Mahony, whose statements were first reported by The Miami Hurricane student newspaper, took to social media, where she has more than 125,000 followers on TikTok, and posted, “Of course the most evil (((country))) in the world is filled with (((people))) who hate Jesus [sic].”
The “((()))” is used by neo-Nazis as a substitute for calling out Jews by name, which, given the context in which they discuss the Jewish people, could draw the intervention of a content moderator.
Mahony is the head of public relations for the university’s College Republicans and the head of social media for Turning Point Miami, according to her LinkedIn.
The Miami Hurricane reported that, until Tuesday evening, Mahony’s Instagram and Tiktok bios included “Proud Goy” — a term referring to non-Jews.
Students told The Miami Hurricane that Mahony also charged that “rabbis eat babies” while harassing SSI. Nonetheless, Mahony reportedly defended her conduct, saying, “Referencing the disgusting verses of the Talmud is not being antisemitic. Asking someone about the book that they use as their moral compass isn’t antisemitic.”
The Talmud, a key source of Jewish law, tradition, and theology, is often misrepresented by antisemitic agitators in an effort to malign the Jewish people and their religion.
However, the University of Miami did not mention antisemitism in its statement on the incident.
“The University of Miami is aware of the exchange that occurred between students Tuesday afternoon,” the school said in a statement. “We strongly support our students’ rights to freedom of expression. However, we understand lines can be crossed. As such, the university has proactive policies in place to ensure the safety and wellbeing of all students.”
The statement went on to say that the university “remains committed to maintaining a campus environment where every student feels safe, welcome, and supported.”
According to The Miami Hurricane, the College Republicans terminated Mahony’s membership in the club.
Tuesday’s incident comes as right-wing antisemitism is surging in popularity among conservative youth, seemingly in part due to the influence of online influencers such as Nick Fuentes, Candace Owens, and Tucker Carlson.
In September, a conservative magazine at Harvard University published an opinion piece which bore likeness to key tenets of Nazi doctrine, as first articulated in 1925 in Hitler’s autobiographical manifesto Mein Kampf, or My Struggle, and later in a blitzkrieg of speeches he delivered throughout the Nazi era to justify his genocide of European Jews.
Written by David F.X. Army, the article chillingly echoed a January 1939 Reichstag speech in which Hitler portended mass killings of Jews as the outcome of Germany’s inexorable march toward war with France and Great Britain. Whereas Hitler said, “France to the French, England to the English, America to the Americans, and Germany to the Germans,” Army wrote, “Germany belongs to the Germans, France to the French, Britain to the British, America to the Americans.”
Army also called for the adoption of notions of “blood, soil, language, and love of one’s own” in response to concerns over large-scale migration of Muslims into Europe.
In Nazi ideology, “blood and soil,” or Blut und Boden, encapsulated the party’s belief in eugenics and racial purity; the German “Aryans’” right to expand into Eastern Europe to amass new Lebensraum, or “living space”; and the transformation of the German peasantry into an agricultural class which stood in contrasts to Jews, many of whom lived in cities.
Meanwhile, antisemitic hate crimes have spiked to record levels across the US.
Earlier this month, Stephen Pittman, 19, allegedly ignited a catastrophic fire which decimated the Beth Israel Congregation synagogue in Jackson, Mississippi. After being arrested, Pittman confessed and told US federal investigators that he targeted the institution over its “Jewish ties,” according to court filings.
As he allegedly carried out the act, Pittman notified his father of it via text message, saying “I did my research.”
Follow Dion J. Pierre @DionJPierre.
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Anti-Israel Candidates for US Senate Boast Strong Polling Numbers in Michigan Democratic Primary
Mallory McMorrow, a Democrat running for US Senate in Michigan. Photo: Screenshot
Mallory McMorrow, a vocal critic of Israel’s war in Gaza and a candidate for the US Senate in Michigan, holds a narrow lead over the rest of the Democratic primary field, according to a new poll.
The Emerson College Polling/Nexstar Media survey shows McMorrow, a member of the Michigan state Senate, ahead of the pack with 22 percent of the vote. US Rep. Haley Stevens (D-MI) sits in second place with 17 percent of the vote. Abdul El-Sayed, a physician with an anti-Israel policy platform, holds a respectable 16 percent of the primary vote.
McMorrow’s lead over the field may spark consternation among supporters of Israel, whose defensive military campaign in Gaza has been characterized by McMorrow as tantamount to “genocide.”
Just days before the anniversary of Hamas’s Oct. 7, 2023, massacre across southern Israel, McMorrow called Israel’s response in Gaza a “moral abomination,” saying it was “just as horrendous” as the attack carried out by Hamas-led Palestinian terrorists, who perpetrated the deadliest massacre of Jews since the Holocaust.
However, in a recent interview, McMorrow indicated tentativeness over her previous condemnation of Israel, admitting that the word “genocide” has become a “purity test” among progressive activists in Democratic primaries.
“I am somebody who looks at the videos, the photos, the amount of pain that has been caused in the Middle East, and you can’t not be heartbroken,” McMorrow said during an interview earlier this month. “But I also feel like we are getting lost in this conversation, and it feels like a political purity test on a word — a word that, by the way, to people who lost family members in the Holocaust, does mean something very different and very visceral — and we’re losing sight of what I believe is a broadly shared goal among most Michiganders, that this violence needs to stop, that a temporary ceasefire needs to become a permanent ceasefire, that Palestinians deserve long term peace and security, that Israelis deserve long term peace and security, and that should be the role of the next US senator.”
Conversely, Stevens has established herself as the favorite among pro-Israel Michiganders. Stevens scored an endorsement from the Democratic Majority for Israel in November 2025. In a statement, DMFI praised Stevens as someone who has “stood firm against extremism, antisemitism, and efforts to undermine America’s alliances.”
Stevens has routinely touted her pro-Israel bona fides, vowing to stand beside the closest US ally in the Middle East despite mounting pressure by party activists to cut ties with the Jewish state. The lawmaker promised that if elected she would continue to support legislation which bolsters Israel’s security.
“As a proud pro-Israel Democrat, I believe America is stronger when we stand with our democratic allies, confront antisemitism and extremism, and keep our promises to our friends abroad and our working families here at home,” Stevens said in a statement. “In the Senate, I’ll keep fighting to protect our democracy, support Israel’s security, ensure the ceasefire holds in Gaza, and deliver for Michiganders in every corner of our state.”
El-Sayed, the most far-left candidate in the race, has been especially critical of Israel’s war in Gaza. On Oct. 21, 2023, two weeks after the Hamas-led slaughter of 1,200 people and kidnapping of 251 hostages in southern Israel, the progressive politician accused Israel of “genocide.” The comment came before the Israeli military launched its ground campaign in Gaza.
He also compared Israel’s defensive military operations to the Hamas terrorist group’s conduct on Oct. 7, writing, “You can both condemn Hamas terrorism AND Israel’s murder since.”
In comments to Politico, El-Sayed criticized Democrats’ handling of the Israeli-Palestinian conflict, arguing that they should become the “party of peace and justice” and said that they “ought not to be the party sending bombs and money to foreign militaries to drop bombs on other people’s kids in their schools and their hospitals.” He called on Democrats to stop supporting military aid for Israel, saying, “We should be spending that money here at home.”
Earlier this month, The Algemeiner reported that El-Sayed is facing scrutiny over his past fundraising and public support for a political advocacy group whose affiliates organized anti-Israel protests at Holocaust memorial sites in Washington, DC, and the Detroit metro area.