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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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The three responses to the Bondi Beach Hanukkah attack that could make Jews safer
After two gunmen opened fire at a Hanukkah celebration on Sydney’s Bondi Beach, killing at least 11 people and wounding dozens more, the world is asking urgent questions: Could this be the first of many such attacks? Who might be behind it? And how can we prevent the next tragedy?
Was Iran involved?
Iran, with its long history of using proxies and terrorism, naturally comes to mind. Israeli intelligence has publicly warned that Tehran remains highly motivated to target Israeli and Jewish interests abroad.
Reports suggest that Israeli agencies have assessed not only that Iran has the intent, but that it also possesses the capability to use its networks — through Hezbollah, Hamas, and other proxy groups — to strike outside the Middle East. Western governments, including Australia, the U.S., and members of the EU, have acknowledged Iranian intelligence activity on their soil.
The motivation is clear: Israel’s military strike damaged Iranian infrastructure and positions in June, followed shortly by U.S. attacks that compounded the damage and were widely celebrated in Israel and by Jewish communities. To Iran’s benighted regime, they were provocations that demanded a response. Certainly some of the investigation into the Bondi Beach attack will look in that direction.
But focusing solely on Iran risks missing a more immediate and pervasive danger: Violence against Jews does not require orchestration by a foreign state. The conditions that make it possible — and increasingly thinkable — are already everywhere.
Terrorism against Jews has gone global
Terrorism is tragically easy to carry out. Only two months ago, two Jews were killed by a Muslim attacker on Yom Kippur who rammed a car into a crowd outside a synagogue in England and attacked people with knives.
And while the UK and Australia severely restrict access to weapons, nowhere in the developed world is mad violence easier to orchestrate than in the United States. Firearms are cheap, accessible, and legal for virtually anyone, and the sheer size of the country makes monitoring and security far more difficult than in smaller, more centralized nations. Lone actors can wreak destruction on a scale that would be unthinkable elsewhere. If one wanted to locate the most vulnerable place for ideologically motivated attacks, the United States sits uncomfortably near the top.
Motivation for such violence has been growing steadily. Antisemitic attacks have increased across the Western world, and the way the Gaza war unfolded has only accelerated the trend. The narrative of “genocide” has become increasingly entrenched, making it harder for Jews to occupy the once-unquestioned moral space: I still defend Israel and should not be attacked for it. That space is collapsing.
“The idea that Jews collectively bear responsibility for Israel’s actions is seeping into public consciousness in ways that make massacres like Bondi Beach more thinkable, if not inevitable.”
Dan Perry
Polls now show that roughly half of Americans believe Israel is committing genocide in Gaza. Substantial minorities go further, rationalizing recent attacks against Jews as “understandable” or even “justified.” These numbers do not indicate majority support for violence, but they are significant enough to suggest that moral restraints are weakening.
This shift is particularly pronounced among younger generations, where hostility toward Israel has become a moral baseline. It does not automatically translate into action, but it lowers the social cost of excusing violence. The idea that Jews collectively bear responsibility for Israel’s actions is seeping into public consciousness in ways that make massacres like Bondi Beach more thinkable, if not inevitable.
The situation is compounded by Israel’s current government. Its policies and rhetoric have alienated large swathes of the global community, including non-orthodox Jews in the United States. The government’s posture — contemptuous, dismissive, and occasionally openly sneering — makes the work of diplomats, community leaders, and advocates far more difficult. Israel’s failure to convey a nuanced understanding abroad of the delicacy of its own situation, nor give any inkling of introspection about its conduct in Gaza, feeds perceptions of illegitimacy and exacerbates antisemitism.
So, what can be done?
The 3 ways to make Jewish communities safer
First, Jewish communities must assume that maximal security at every event, and certainly on holidays and around landmarks, is essential not optional. Every public event, school, and institution should be protected at the highest feasible level. Prudence demands it. Governments that claim to protect minorities must fund and sustain this protection, not treat it as an emergency add-on after tragedy strikes.
Second, political leadership matters. World leaders must speak clearly and forcefully against antisemitic violence. Silence or hedging is read as permission. Muslim leaders, in particular, should speak plainly: Condemning attacks on Jews is not an endorsement of Israel, nor a betrayal of Palestinian suffering — it is an assertion of basic moral boundaries. President Donald Trump, despite his many failings, has a unique capacity to apply pressure. If he insisted publicly that major figures in the Muslim world denounce antisemitic violence, he could secure statements and commitments that might otherwise be unattainable. That could save lives.
Finally, Israel itself must confront its role. The current government has become a strategic liability — not just for Israel’s security, but for Jews worldwide. Its policies, tone, and posture have helped create the conditions in which antisemitism flourishes abroad. This in no way justifies attacks on Jews, but we must live in the real world that can be cruel, indifferent, superficial and unfair.
A government that understands the global stakes, communicates openness to the world, respects the diversity of the Jewish diaspora, and approaches foreign and domestic policy with nuance and restraint would do enormous good. It would not eliminate the threat overnight, but it would drastically reduce the conditions that allow such hatred to grow. Replacing the current government with one capable of such diplomacy and moral awareness could, in a sense, be the most effective preventive measure of all.
The Bondi Beach massacre is a devastating warning. It is a tragedy that could have happened anywhere and serves as a grim reminder that antisemitic violence is an urgent threat to Jews everywhere.
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U.S. leaders condemn ‘vile act of antisemitic terror’ after deadly Hanukkah attack in Australia
American politicians responded early Sunday to devastating reports from Sydney, Australia, where at least 11 people were killed during a Hanukkah celebration at the popular Bondi Beach on the first night of Hanukkah. Australian Prime Minister Anthony Albanese called the terror attack an “act of evil antisemitism” that targeted Australia’s Jewish community.
Some elected officials struck a somber tone, while others drew political conclusions.
Secretary of State Marco Rubio issued a brief statement condemning the attack and said that “antisemitism has no place in this world.”
Israeli Prime Minister Benjamin Netanyahu said on Sunday that the Australian government’s decision to recognize a Palestinian state earlier this year encouraged “the Jew-hatred now stalking your streets.”
Sen. Lindsey Graham, Republican of South Carolina, tied the attack to the Israel-Hamas war, sending a warning to governments that support the unilateral recognition of an independent Palestinian state before Hamas is disarmed. “When you appease those who kill Jews, you get more killing of Jews,” Graham said in an interview on Fox News’ Sunday Morning Futures.
Sen. John Fetterman, a pro-Israel Democrat from Pennsylvania, echoed that sentiment on the same program, saying that anti-Israel protests in recent years have “penetrated” into violent attacks on Jews. “Just call it what it is,” Fetterman said. “Antisemitism is a worldwide scourge, and it’s constantly demonstrated to be deadly.”
Senate Minority Leader Chuck Schumer, who is Jewish, posted on X that the attack is a “shocking reminder that antisemitism and hate is not only toxic and far too present and widespread around the world, it is deadly. It must be vigorously condemned, confronted and overcome.”
New York City Mayor-elect Zohran Mamdani issued a statement, posted on his social media accounts, calling the attack a “vile act of antisemitic terror” and “the latest, most horrifying iteration in a growing pattern of violence targeted at Jewish people across the world.”
Mamdani, an outspoken critic of Israel whose statements on the conflict and refusal to disavow the “globalize the Intifada” slogan have roiled and divided the Jewish community, said the deadly attack should be met with urgent action to counter antisemitism. He also reiterated his pledge to “work every day to keep Jewish New Yorkers safe — on our streets, our subways, at shul, in every moment of every day.” New York City is home to the largest concentration of Jews in the United States.
Outgoing New York City Mayor Eric Adams said the police department will provide additional security at public menorah lightings across the city. New York Gov. Kathy Hochul said the state police will assist with protection. “New York will always stand against the scourge of antisemitism and confront violence head-on,” Hochul added.
Brad Lander, the outgoing New York City Comptroller who is Jewish, and also running for Congress, also highlighted the heroism of a local man, Ahmed al-Ahmed, who put his own life at risk by running behind one of the gunmen and tackling and disarming him. Lander mourned the killing of a Chabad of Bondi’s Rabbi Eli Schlanger.
“Our menorahs tonight will also be yahrzeit candles — with grief for this grievous loss and rededication to shine brighter than slaughter and hate,” Lander wrote on X.
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Timeline: How attacks on Jews in Australia have been growing since Oct. 7
The mass shooting at a Hanukkah celebration on Sydney’s Bondi Beach on Sunday marked a grim new chapter in a pattern Australian officials have been tracking for more than two years: the steady escalation of antisemitic threats, from harassment and vandalism to arson, attempted attacks on synagogues and, now, mass-casualty violence at a public Jewish gathering.
Police said at least 11 people were killed, including a rabbi, when a gunman opened fire on families celebrating the first night of Hanukkah at the Chabad event, known as “Chanukah by the Sea.” Federal and state leaders swiftly condemned the attack as antisemitic terrorism and pledged a full national security response.
For Australia’s Jewish community, which numbers around 100,000, the shooting shattered any remaining sense that the country’s recent antisemitic incidents — alarming as they were — remained largely isolated and contained. Some of those attacks, including the Dec. 2024 firebombing of a kosher restaurant and a firebombing of a Melbourne synagogue that same month, were linked to potential Iran involvement.
Sunday’s attack followed mounting warnings from law enforcement and Jewish organizations that antisemitism in Australia had entered a more dangerous phase since Hamas attacked Israel on Oct. 7, 2023 and the war in Gaza ensued.
Below is a timeline of major recent antisemitic incidents in Australia, as authorities and Jewish groups charted an intensifying threat.
July 2025
Australia’s antisemitism envoy reported a dramatic rise in attacks against Jews, citing more than 2,000 cases in the year following Oct. 7 — an increase of more than 300% compared with the previous year.
July 2025
A man set fire to the front door of a synagogue in Melbourne while congregants were inside for Shabbat dinner, as a separate group of protesters stormed an Israeli restaurant nearby. No one was injured in either attack, police said, adding that the synagogue fire was quickly extinguished and that one person was arrested after demonstrators chanting anti-Israel slogans disrupted the restaurant.
Feb. 2025
Two nurses at a Sydney hospital were arrested after they threatened to kill Israeli patients in a video that went viral. It was an episode officials described as emblematic of how antisemitic rhetoric had seeped into workplaces and public institutions.
Feb. 2025
Police in Melbourne arrested a man accused of scrawling antisemitic graffiti in a park and throwing a packet of bacon at a passerby who confronted him.
Feb. 2025
A cluster of incidents in Sydney’s southeast suburbs, home to a large Jewish community, raised alarm among authorities. Antisemitic graffiti was sprayed on cars, homes and on a Jewish elementary school.
Jan. 2025
Police discovered explosives in a camper van in Sydney, saying the device may have been intended for a mass-casualty attack targeting Jews. Police later revealed that the plot was an elaborate hoax masterminded by a crime boss.
Jan. 2025
Two synagogues in Sydney were vandalized on successive days with swastikas and other antisemitic slogans. The attacks also included a nearby home that was defaced with an anti-Jewish slur.
Dec. 2024
The Australian government formed a national antisemitism task force, signaling a shift toward treating antisemitic violence as a coordinated security threat rather than isolated hate crimes.
Dec. 2024
Arsonists firebombed an historic synagogue in Melbourne, causing congregants gathered for morning services to flee. At least one person was injured and the building suffered extensive damage.
In Aug. 2025, federal authorities announced charges in the case and said intelligence agencies were examining evidence of foreign-linked coordination. Officials publicly alleged Iranian involvement, escalating the case into a matter of international security, and expelled from the country Ambassador Ahmad Sadeghi and three other Iranian officials.
October 2024
On Bondi Beach, where the Dec. 2025 shooting took place, arsonists first attacked a brewery which they had incorrectly identified as a kosher caterer. They went back and set fire to the caterer’s building a few days later. Authorities eventually revealed they thought the attacks were done at the behest of Iran. That same month, antisemitic graffiti appeared on a Jewish bakery in Sydney.
May 2024
Vandals sprayed antisemitic graffiti on a Jewish school in Melbourne. School officials increased security amid concerns about copycat attacks.
Feb. 2024
Pro-Palestinian activists made public the personal details of hundreds of Jewish academics, artists and professionals who had participated in a private WhatsApp group. The leak triggered a wave of harassment, prompting at least one family to go into hiding. The episode drew condemnation from federal leaders and warnings from police that online targeting could translate into real-world violence.
Dec. 2023
The Executive Council of Australian Jewry reported a sharp spike in antisemitic incidents in the weeks following Oct. 7, including threats, harassment, vandalism and intimidation. The increase prompted expanded security at synagogues, schools and community centers across major cities.
Nov. 2023
A Melbourne synagogue was ordered to evacuate during Friday night Shabbat services as police responded to nearby pro-Palestinian demonstrations. About 150 congregants had gathered at Central Shul in Caulfield when authorities advised them to leave as a precaution.
Oct. 2023
Two days after Hamas’ Oct. 7 attack on Israel, the Sydney Opera House was lit up in the colors of the Israeli flag and was expected to draw Jews looking for a public space to mourn. Instead, it drew more than 1,000 pro-Palestinian protesters, some of whom spewed antisemitic slogans and rhetoric.
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