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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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UK lawmakers press government on why West Bank imports haven’t yet been banned
(JTA) — British lawmakers from across the political spectrum are pressing the government to ban imports from Israeli settlements in the West Bank, saying that explanations for why such a ban has not yet been imposed were inadequate.
During a three-hour House of Commons debate on Thursday, lawmakers argued that Britain’s long-standing position that the settlements are illegal under international law means it should fall in line behind other countries advancing bans, particularly at a time of rising settler violence and efforts to expand Jewish settlements in the West Bank.
The debate — the latest in a number of formal discussions about a potential ban in Parliament — was led by Abtisam Mohamed, a politician from the governing Labour Party who is the first Arab woman and first Yemeni member of Parliament. She was denied entry into Israel in 2025, a year after being elected.
“I want to pose a simple question to the government today, a question that sits at the heart of this debate,” Mohamed said in opening the session. “If settlements are illegal, why have we not made an outright ban on trade? What exactly is it that we’re waiting for?”
Lawmakers from other parties piled on.
“There is no excuse that we have to wait for other countries to move because they’ve moved ahead of us,” said Ellie Chowns from the left-wing Green Party, which has made opposition to Israel part of its platform. “There is no excuse that this is too technically difficult because the legal framework already exists.”
And a member of the Conservative party, which has traditionally favored strong ties with Israel, said he was unconvinced by the argument, made recently by a government official, that other measures that are potentially less complicated to administer could achieve the same pressure on Israel.
“We’ve done everything except the obvious, which is just the ban,” said the lawmaker, Kit Malthouse. “The question I’m left asking is, why? Why the reluctance? Why the hesitation? Nobody’s buying the complexity argument.”
On Monday, EU foreign ministers met to discuss a ban on products from Israeli settlements in the West Bank, in order to gauge if there is enough support for the move. The EU’s foreign minister said a ban on imports was the most popular option under discussion and said she expected that the conversation would soon advance.
The discussion in the House of Commons comes as the British Labour government is in flux, with a new prime minister set to take over from Keir Starmer next week. It also comes as the government is taking steps to reassure a Jewish community that has been rattled by a number of violent incidents. This week, the government both allocated more than $300 million in security funding for Jewish institutions while also formally declaring Iran’s Islamic Revolutionary Guard Corps, seen as tied to many of the attacks, to be a terrorist group, in a move that enables more intense prosecution.
In an appearance before the Foreign Affairs Committee earlier in July, the government’s top Middle East minister fended off allegations that the Labour government was slow-walking pressure on Israel. Hamish Falconer also noted that British Jewish leaders are urging against an import ban.
“There are legitimate and reasonable concerns from the British Jewish community that if we were to take steps which were crude, which were untargeted, could have unintended consequences on the lives of the community who are already under considerable pressure,” he said. “I do take that seriously for obvious reasons.”
The Board of Jewish Deputies, an umbrella organization for almost 200 Jewish groups in Britain, told the Jewish Telegraphic Agency that it was reluctant to comment on a potential ban on West Bank imports before a new prime minister is installed. But the group has previously weighed in strongly against efforts to boycott Israel, arguing in a 2017 report that “to hasten a solution to the settlements would be to assist the chances of negotiations through promoting peace, rather than the problematic boycott campaign.”
Falconer also signaled that all bets could be off if the Israeli government moves forward with a settlement project known as E1, telling the Foreign Affairs Committee, “I have said repeatedly that no one should benefit from a profit made on land that has been unlawfully procured.”
The E1 initiative would expand Jewish settlements on a stretch of land east of Jerusalem, bisecting the West Bank, and is seen by both its proponents and critics as a bid to undercut a potential future Palestinian state. The current right-wing Israeli government has moved the E1 project significantly toward actualization, approving it formally.
If the project proceeds further, Falconer told lawmakers, “then we and our friends and allies would take tangible action in response.”
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Cori Bush to fellow progressives: My reelection would be ‘the knockout’ punch to AIPAC
(JTA) — Cori Bush told fellow progressives during a virtual rally on Monday night that she intends to deliver a “knockout” punch to AIPAC, the pro-Israel lobby, by winning her congressional primary next month.
When Bush, the two-term progressive Democratic congresswoman, was defeated in a bruising primary two years ago, both she and her adversaries attributed the loss in part to AIPAC.
The group’s PAC spent more than $4 million to defeat Bush, who was one of two members of Congress to vote against a measure to deny entry to the United States to Hamas terrorists who perpetrated Oct. 7, and declined to call Hamas a terror group on the campaign trail.
Now, as AIPAC has rapidly transformed into a radioactive bogeyman among Democrats and Bush’s fellow progressives have mounted an ascent across the party, Bush is out for revenge.
“Jamaal Bowman says it best: He said that Chris Rabb gave a jab to AIPAC. He says that Darializa and Claire … they gave uppercuts to AIPAC,” Bush said. “But then when I win, that will be the knockout.”
Bush is currently running against Missouri incumbent Rep. Wesley Bell in a field with three other candidates. In 2024, Bell defeated Bush 51.1% to 45.6% in a field of four candidates. A February poll sponsored by Bush’s campaign had Bell and Bush tied, with Bush receiving 44% of the votes, while Bell had 40%. (The survey had a margin of error of 5.4%.)
Bush was referring to a list of prominent progressives, including one, Bowman, who like her was primaried out of Congress in 2024, and three who won primaries decisively in Pennsylvania and New York this year. She was speaking at an online rally organized by Our Revolution, the group formed by Sen. Bernie Sanders to advance the progressive movement.
The rally came as the movement tries to move past a setback in Maine, where Graham Platner, a progressive and staunch critic of Israel, withdrew after winning the Democratic Senate primary amid allegations of sexual assault. One of the candidates vying to replace Platner on the ticket, Troy Jackson, joined other leading progressives including Michigan Senate candidate Abdul El-Sayed and California congressman Ro Khanna in taking the virtual stage.
Jackson did not mention Israel or AIPAC in his comments, even after announcing in recent days that he believes Israel committed genocide in Gaza. Instead, he listed an array of other issues animating left-wing voters.
“I know that there’s real pain, anger, and disappointment, and I’m not going to try and minimize that. But look, this movement has always been bigger than one person,” he said, alluding to Platner’s exit. “It’s about taking on a system rigged against working people, fighting for Medicare for all, strong unions, higher wages, reproductive freedom, and an economy where billionaires and corporations finally pay their fair share.”
Other candidates took aim more squarely at Israel and its supporters. El-Sayed, who in recent days has taken to calling Israel a “rogue state,” noted that AIPAC and its allies have spent more than $40 million to defeat him. (AIPAC has spent nearly $15 million on the race to date.)
“Donald Trump is not himself the disease in our politics; he’s the worst symptom of the disease of our politics,” El-Sayed said. “The disease is the system that allows big corporations, billionaires, special interest groups like AIPAC, to buy and sell politicians in ways that leave them rigging the system against us.”
El-Sayed also took aim at foreign military aid in his remarks, telling those gathered, “It shouldn’t be this hard to pay your taxes and know that that money is going to be spent on you and your kids rather than to annihilate somebody else and their kids.”
Minnesota congressional candidate Kaela Berg similarly cast her refusal to accept AIPAC money as part of a broader rejection of corporate influence in politics.
“We are the revolution, we are bringing that working class voice, that lived experience, two and a half decades of fighting the bosses, being people in Congress who cannot be bought, being the antidote to corporate Democrats and to Republicans,” Berg said. “I do not take AIPAC money. I do not take corporate money.”
Khanna, fresh off a trip to the Middle East during which he claimed that Israeli soldiers took the side of armed settlers who detained him in the West Bank, used his remarks during the town hall to shift attention from his detention to the treatment of Palestinians.
“Yes, people know I was detained, but if there’s one obligation, I feel I want to tell in every part of this country the story of apartheid in the West Bank,” Khanna said. “The story of these Palestinians who are being treated in an inhumane, undignified way, and if we can tell that story, I believe we will finally get change.”
Khanna, who has emerged as one of Israel’s fiercest critics in Congress since Oct. 7, also told attendees that the progressive wins across the country reflected growing support for the movement’s policy positions, including its opposition to Israel.
“We are winning, and we’re winning not because of candidates,” Khanna said. “We’re winning because we stand for Medicare for all. We stand against the genocide. We stand against foreign wars.”
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Five countries over four days: How Cuba’s Maccabiah Games delegation made it to Israel
(JTA) — Nearly three decades after Hella Eskenazi’s first trip from her home in Cuba to the Maccabiah Games in Israel, the journey hasn’t gotten much easier.
This time, she was joined by dozens of athletes who had to travel through five countries over more than four days to reach Israel — a consequence of both the turmoil affecting travel to Israel generally and the unique complexities of getting anywhere from their communist island nation in the Caribbean.
The first time Eskenazi made the trip was 1997, when she was a member of Cuba’s national karate team, and her country’s sole representative at the sports competition known as the “Jewish Olympics.” That was the year the Games were marred by the collapse of a pedestrian bridge over the Yarkon River in Tel Aviv that killed four members of the Australian delegation and injured 60 others.
This time around, Eskenazi, now 56, is both an athlete and the vice president of Patronato de la Casa de la Comunidad Hebrea de Cuba, her nation’s Jewish community and main synagogue. She’s a former Hebrew school director and has been involved in Cuba’s Maccabi programs since 2013, Cuba’s first year with a full delegation.
For this summer’s Games, Cuba sent 52 athletes to participate, many of whom already live in Israel after making aliyah. But for the 29 members who made the journey from Havana, the trip was anything but easy.
And that would have been the case even if Air France hadn’t canceled their flights — due to the conflict in Iran — halfway through their travel.
As Eskenazi explained, due to a variety of political and economic factors, it’s not easy to get out of Cuba. Her athletes needed various visas that would allow them to travel through Europe to get to Israel, and Cuba does not have a national airline with the same international capabilities as travel giants like Air France or Turkish Airlines.
And because Cuba’s oil supply lags behind much of the world, Air France does not offer flights from Cuba. So they had to travel to Panama first, just to get to Paris.
The original plan, Eskenazi said, was for a portion of the delegation to fly from Havana to Panama to Paris to Tel Aviv. But when Air France canceled all its flights to Tel Aviv, they had to pivot — which wasn’t easy given their restrictive travel visas.
Part of the delegation flew from Paris to Austria, while others went through Abu Dhabi, where Eskenazi said Cubans don’t need visas. And each group had layovers of 12 or 15 hours, making the total journey from Cuba to Israel take four or five days.
Eskenazi’s journey was different, because she had a visa that allowed her to travel through the United States. She flew from Havana to Miami to New York to Tel Aviv. Even then, she still had an 18-hour layover in New York.
Eskenazi said her group would not have made it to Israel without the help of the Maccabi World Union, the global organization that puts on the Games and supports local delegations.
“We are here thanks to the Maccabi World Union,” she said in a phone interview from Israel. “Maccabi World Union, they did many things for Cuba, for the Cuban Jewish community to participate in this Maccabiah.”
So once the Cuban cohort finally made it to Tel Aviv, it was understandably a meaningful arrival.
“It has been very very emotional for us because in Cuba we have many difficulties right now,” Eskenazi said. “And to arrive here, to have electricity, to have food, to be safe, to have our friends, to make sport, to share with all of the people from all over the world, has been very emotional, very emotional for us.”
It’s also been a successful trip, competitively speaking.
Cuba has won several medals, competing in sports including softball, futsal and basketball. Eskenazi herself has won two: a silver medal in the one-mile run and a bronze in the five-kilometer competition for the 55-59 age bracket.
But beyond sports, Eskenazi said it’s been a special experience for her athletes — who hail from a country with a relatively affluent but small Jewish community — to be surrounded by Jews from around the world.
“It’s very important because imagine that you can share with people from Holland, from France, from the United States,” she said. “We met people from Ukraine, from Argentina, from Mexico, from different parts of the world. It’s been very very emotional.
“We are happy to be here because we love to share here with the Israeli way of life,” Eskenazi added. “For us it’s very interesting, and we love Israel. Remember that we are Jewish people, and the Israeli people, they are friendly. This is a very special country. If you can see people, for example, with kippah on the street, with tefillin or tallit, it’s like to be inside of the synagogue, a big synagogue. It’s amazing to be here.”
And after the Games end, it’s right back on the plane home. Hopefully with fewer stops this time.
Eskenazi said her delegation is again splitting up into smaller groups, with some flying back through Paris and Panama, and others going through Madrid straight to Havana.
Regardless of the logistics and the travel delays, Eskenazi said Israel is a special place.
“When I visit Israel, I feel like Cuba, like my country,” she said. “I feel that this is my home, also.”
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