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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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Saudi Warplanes Struck Militias in Iraq During War, Sources Say
F-15SA fighter jets are seen at King Faisal Air College in Riyadh, Saudi Arabia, Jan. 25, 2017. Photo: REUTERS/Faisal Al Nasser
Saudi fighter jets bombed targets linked to powerful Tehran-backed Shi’ite militias in Iraq during the Iran war, while retaliatory strikes were also launched from Kuwait into Iraq, multiple sources familiar with the matter said.
The strikes are part of a broader pattern of military responses around the Gulf that remained largely hidden during a conflict that began with US-Israeli attacks on Iran and has spread to the wider Middle East.
For this report, Reuters spoke to three Iraqi security and military officials, a Western official, and two people briefed on the matter, one of them in the US.
The Saudi strikes were carried out by Saudi air force fighter jets on Iran-linked militia targets near the kingdom’s northern border with Iraq, one Western official and the person briefed on the matter said. The Western official said some strikes took place around the time of the April 7 US-Iran ceasefire.
They targeted sites from which drone and missile attacks were launched at Saudi Arabia and other Gulf states, the sources said.
Citing military assessments, the Iraqi sources said rocket attacks were launched on at least two occasions from Kuwaiti territory on Iraq. One set of strikes hit militia positions in southern Iraq in April, killing several fighters and destroying a facility used by Iran-backed militia Kataib Hezbollah for communications and drone operations, they said.
Reuters could not determine whether the rockets from Kuwait were fired by the Kuwaiti armed forces or the US military, which has a large presence there. The US military declined to comment. The Kuwaiti information ministry and the Iraqi government did not immediately respond to requests for comment.
SAUDI ARABIA ALSO HIT IRAN
A Saudi foreign ministry official said Saudi Arabia sought de-escalation, self-restraint and the “reduction of tensions in pursuit of the stability, security, and prosperity of the region,” but did not address the issue of strikes on Iraq. A spokesperson for Iraq’s Kataib Hezbollah also did not immediately respond to a request for comment.
On Tuesday, Reuters reported that Saudi Arabia launched strikes directly on Iran during the war in retaliation for attacks on the kingdom, the first time Riyadh is known to have hit Iranian soil. The UAE also carried out similar strikes on Iran, three people familiar with the matter said.
But hundreds of the drones that targeted the Gulf emanated from Iraq, all the sources said.
Militia-linked Telegram channels repeatedly posted statements during the war claiming attacks on targets in Gulf states, including Saudi Arabia and Kuwait. Reuters could not independently confirm their authenticity.
Sustained attacks from a second front in Iraq prompted Saudi Arabia and Kuwait to lose patience with the militias, which collectively command tens of thousands of fighters and arsenals including missiles and drones.
Kuwait summoned Iraq’s representative in the country three times during the war to protest cross-border attacks, as well as the storming of the Kuwaiti consulate in the city of Basra on April 7. Saudi Arabia also summoned Iraq’s ambassador on April 12 to protest attacks.
IRAQ-GULF TIES DEFINED BY SUSPICION
Gulf Arab relations with Iraq have long been defined by suspicion. Ties were severely damaged in 1990 when Iraqi President Saddam Hussein’s forces invaded Kuwait and fired Scud missiles at Saudi Arabia, and they remained strained for decades.
The 2003 US-led invasion of Iraq deepened Gulf concerns by empowering Shi’ite political factions and armed groups closely tied to Tehran, turning Iraq into a key node in Iran’s regional network of proxies.
Gulf states have repeatedly accused Baghdad of failing to rein in those groups, which operate with significant autonomy and have launched attacks across borders.
A China-brokered détente between Iran and Saudi Arabia in 2023 had offered hope for broader regional stabilization. But the outbreak of war has severely tested those gains, drawing Gulf states into a conflict they had sought to avoid and exposing the limits of diplomatic progress made in recent years.
In March, Saudi Arabia and Kuwait had warned Baghdad via diplomatic channels to curb rocket and drone attacks by pro-Iranian groups against Gulf states, according to two Iraqi security officials and a government security adviser.
Iraqi forces say they intercepted some attempted attacks, including the seizure of a rocket launcher west of Basra intended to strike Saudi energy facilities.
But Iran-backed militias continue to fly surveillance drones along Iraq’s borders with Kuwait and Saudi Arabia, conducting reconnaissance and feeding intelligence to Iran, according to four Iraqi security sources and a person briefed on the matter.
“They are gathering information on what has been damaged, what is still working. They are preparing for the next strike,” the person briefed on the matter said.
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Swiss Considering Rival Air Defenses After Washington Delays Patriots Over Iran War
US Patriot missile defense systems at a US army base in Pyeongtaek, South Korea, March 10, 2026. Photo: REUTERS/Kim Hong-Ji
Switzerland said on Wednesday it will look into whether to buy air-defense systems from other suppliers, after the United States informed it that long-delayed Patriot missile systems will be held up further because of the war in Iran.
Switzerland ordered the five Patriot missile-defense systems in 2022 with an initial expectation they would be supplied in 2026-2028, a timeline that has already slipped by four to five years because of the war in Ukraine.
The government said it had now been told by Washington that the Iran war would lead to additional delays and cost increases, with a delay of five to seven years now to be expected.
“All options would lead to delivery delays as well as substantial additional costs,” the government said.
Switzerland expects to receive feedback by the end of the month from five additional suppliers of long-range ground-based air-defense systems, the government said. It did not identify the suppliers but said they came from Germany, France, Israel, and South Korea. It said it would prefer if the systems were produced in Europe.
The governing Federal Council is expected to decide on next steps in the coming months, the statement added.
The Swiss government said in April that terminating the Patriot purchase was an option.
The price for the five Patriot systems could double from 2.3 billion Swiss francs ($2.9 billion) to 4.6 billion francs, Swiss newspaper Tages-Anzeiger said, citing informed sources.
Swiss procurement agency armasuisse and the Pentagon did not immediately reply to requests for comment on the report.
Reuters reported last month that the US had informed European counterparts of likely delays in previously contracted weapons deliveries, as the Iran war continues to draw on weapons stocks.
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All American Jews should acknowledge Nakba Day — for Israel’s sake, and Palestine’s
Many American Jews were raised with the word “Nakba” absent from our vocabularies.
We were taught, correctly, about the miracle of Israel’s founding; the refuge Israel provided after the Holocaust; and the flourishing of Jewish life in our ancestral homeland. What went unmentioned was the other side of that joy: the Nakba, meaning “catastrophe” in Arabic, the name by which the displacement and dispossession of hundreds of thousands of Palestinians during the creation of the state of Israel is known through the Arab world.
For Palestinians, the Nakba is the defining experience of their collective life — carried in family histories, in refugee camps and in the enduring statelessness of millions. It is living memory, not ancient history. The remarkable story of Israel’s creation is real, essential and worth celebrating. But it’s time that all Jews — Zionists alongside anti-Zionists — acknowledge that it was never the only story.
Acknowledging Nakba Day — an annual commemoration on May 15 — can feel uncomfortable, even threatening. There is a fear within much of the Jewish community that recognizing Palestinian loss will in some way undermine Jewish claims to self-determination, or feed efforts to delegitimize Israel.
I understand that fear. I lead a Jewish organization with Zionist roots; I feel this tension in my daily work and life. But I also believe this fear is misguided.
When we deny or minimize the full history of 1948, we deny not just the humanity and pain of the Palestinian people, but also our own honest understanding of today’s reality. For Jewish leaders struggling to understand why younger American Jews won’t simply follow their lead when it comes to support for Israel, this is part of the answer.
When we avoid learning and teaching about the Nakba, we do not make Palestinian loss disappear. Rather, we simply reinforce the perception that we are unwilling to confront this essential part of Israel’s story.
And when we expand our historical understanding we do not weaken our connection to Israel, or that of our children. On the contrary, we strengthen it. A relationship built on selective memory is fragile and incomplete. One grounded in truth — even uncomfortable truth — is far more honest and resilient.
The best reasons to commemorate Nakba Day are the moral mandate to recognize the truth, the value of opening a door to allow for transformational relationships.
Two truths can coexist. It is true the establishment of Israel was a moment of profound liberation for the Jewish people, and it is equally true that it was a moment of profound loss for Palestinians. Holding both facts is not easy. To do so challenges the binary narratives many of us were raised with. But maturity — personal and communal — requires sitting with complexity rather than retreating from it.
Embracing that complexity carries real world implications.
The dismissal of Palestinian grievances is already harming Israel, degrading security and imperiling the country’s future as an integral part of the Middle East. That rejection salts the soil in which deep relationships between Israeli Jews and their Arab neighbors might otherwise take root.
Durable peace will not come from either side insisting that their narrative is the only legitimate one. It will come — if it comes at all — from mutual recognition of history, suffering and shared humanity.
For Jews and Jewish organizations to acknowledge Nakba Day can be one small step in that direction. Doing so would signal a willingness to listen, learn and take Palestinian perspectives seriously. That is an expression of respect that any shared future requires.
To American Jews who find this proposal uncomfortable: It is time for some courage. The easy path is silence. That silence will bring us more isolation, and hamper our capacity to foster relationships grounded in trust with Palestinians. The harder path is to expand our understanding, starting with a more complete and honest account of the past.
Jewish tradition gives us a framework for exactly this kind of engagement.. We regularly recount our own moments of vulnerability, exile and moral failure. We imagine ourselves as slaves departing Egypt and remind ourselves of the ethical obligations that follow. Applying that same ethic in the present day does not betray our story. It honors it.
Commemorating Nakba Day recognizes that the past shapes the present. It embraces intellectual and moral honesty. It affirms that Palestinian lives and histories matter and must coexist alongside Jewish lives and history.
In a time of deep polarization — within the Jewish community, between Israelis and Palestinians, and across American society — the temptation is to retreat into camps, to draw sharper lines and to insist on simpler stories. Giving in to that temptation will not lead us to a future of peace, justice, and mutual dignity.
Instead, we need to complicate our narratives. We need to listen more than we speak. And we need to find ways to honor the humanity of those whose experiences do not mirror our own. Recognizing Nakba Day on May 15 is a good place to start.
The post All American Jews should acknowledge Nakba Day — for Israel’s sake, and Palestine’s appeared first on The Forward.