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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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Roald Dahl’s monstrous views have a seat at the table today
Roald Dahl’s house is falling down.
It’s 1983, and the children’s author’s Buckinghamshire estate is undergoing a gut renovation. Its exposed plumbing and naked beams bespeak an unseemly core behind the author’s facade of prickly charm, cracking after publication of his incendiary review of the book God Cried, about the 1982 Lebanon War. The article, which ran in the magazine Literary Review, crossed a then-clear line from legitimate critique of Israel into antisemitic tropes of the most noxious variety.
The play Giant, now on Broadway after an Olivier Award-winning run on the West End, imagines an afternoon in which Dahl’s publishers try to cajole him into an apology he’s determined not to make.
For the greater part of the first act in Mark Rosenblatt’s crackling script, the precise nature of Dahl’s comments remains obscure. We’re told that they were condemned in the press as “the most disgraceful thing to be written in the English language in a very long time.” They were so bad as to inspire a death threat credible enough to station a police constable outside Dahl’s home.
Finally, a Jewish-American sales director from Farrar, Straus and Giroux, who has arrived to do damage control, quotes Dahl’s remarks at length following a tense lunch of salad niçoise.
“Never before in the history of man has a race of people switched so rapidly from being much-pitied victims to barbarous murderers,” Dahl wrote of Israelis — or was it simply Jews? “Never before has a race of people generated so much sympathy around the world and then, in the space of a lifetime, succeeded in turning that sympathy into hatred and revulsion. It is as though a group of much-loved nuns in charge of an orphanage had suddenly turned around and started murdering all the children.”
Is it bad to say I’ve heard worse?
Were Dahl still with us, he would have an ideological home with certain members of Corbynite Labour and the Greens, to say nothing of Roger Waters. He would not run afoul of the “Zionists in Publishing” X account that tells consumers which authors are insufficiently critical of Israel; perhaps he would be marked on reading lists as an acceptable, pro-Palestinian alternative to J.K. Rowling.
Even the context of war in Lebanon that Dahl decried has currency, as Israel now trades fire with the remnants of Hezbollah and videos of demolished apartment blocks in Beirut proliferate online. More than 1,000 have died in airstrikes, more than 1 million are displaced and a possible ground invasion looms. (The play, written well before Oct. 7, and certainly before the latest offensive in Iran, suffers from a poignant prescience.)
Can a drama built around Dahl’s screed still work with the shift of the Overton Window toward a strident, existential questioning of Israel and its influence? Remarkably, it does.
The credit is shared. John Lithgow, playing his whole repertoire from Churchill and avuncular alien to Dexter’s Ice Truck Killer, is a rangy stick of dynamite. He pivots from boyish jokes to cruel barbs that catch on his victims like nettles.
Also in the cagey chess game are Aya Cash — as the invented American FSG envoy Jessie Stone — and Elliot Levey’s Tom Maschler, Dahl’s real-life British publisher, who was a Kindertransport child from Germany.
Maschler embodies a certain Jewish-English self-effacement, angling to keep the peace and resenting Israel as an impediment to his full acceptance as an Englishman — he thinks of the country as something he’s made to defend at parties.
Stone’s more forceful, American approach — calling out Dahl for lumping all Jews together as a “single organism” — rankles her host.

Dahl waxes Goebellsian, calling her “Stein,” and has her take dictation to a Holocaust survivor bookseller in the Hudson Valley who refuses to stock his work: “The kinder of his shtetl in upstate Noo Yoik will have to make do – no, survive on a strictly kosher diet of Laura Ingalls Wilder.”
Director Nicholas Hytner has staged a boxing match for today’s discourse, without changing a line from a pre-Oct. 7 script. What makes the work sing is its refusal to resort to caricature, humanizing Dahl through his fiancée Liccy Crossland (Rachael Stirling), the tragedies of his dead daughter and disabled son and, yes, his genuine concern and justified anguish for the Lebanese and Palestinians, particularly the children.
In a quieter moment, Dahl asks Stone if she read God Cried. She tells him she was moved by an image of a legless boy with crutches. (Dahl identifies him with ease, the victim of a penetration bomb near his school, and describes in typically gruesome fashion how “his arterial blood must have sprayed everywhere like a rogue garden hose.”)
“Why is that image not enough, on its own, for you to demand a halt?” he presses Stone. “And what’s wrong with insisting Jewish people, whose country it surely is, say ‘not in my name’? Surely it’s your voice we need above all?”
This cri de coeur is common now even in Jewish circles, but the sentiment is slippery when it hints at collective blame. After his encounter with Stone, Dahl clarifies his position in a verbatim interview, infamously opining that, when it comes to Jews, “even a stinker like Hitler didn’t just pick on them for no reason.”
That draws a gasp from the audience and a gobsmacked expression from Dahl’s housekeeper Hallie (Stella Everett).
But just how different is this claim to Ana Kasparian saying the goyim are waking up, Candace Owens claiming Satanic pedophile “Frankists” control the world, Young Republicans praising Hitler in group chats, Tucker Carlson platforming Holocaust deniers who suggest Winston Churchill was the real villain of World War II or Joe Kent writing in his resignation letter that the U.S. is continually drawn into wars “manufactured by Israel”? At a point, the figleaf of anti-Zionism proves flimsy. Older innuendos peek out from behind.
In the literary world of today, an audiobook narrator’s call for Zionists to kill themselves is not a cancellable offense — a Zionist moderating a book talk is. (But then, being a Palestinian critic of Israel can lead to a disinvitation to a book festival or reading series — that may be cancelled when other authors withdraw in solidarity.)
Now that we are further from the Holocaust, the carnage in Gaza was broadcast to our phones and the monoculture has atomized into internet echo chambers, Dahl’s review seems pedestrian if not quite mainstream. A cause célèbre in 1983 is now a viral retweet or a chart-topping podcast. His claim that “ancient wounds” didn’t make Jews wiser, but gave them a “partial sight” of their own trespasses sounds a lot like the thesis of Peter Beinart’s last book.
With Giant’s move to Broadway, a local analogy may be in order.
Earlier this month, New York Mayor Zohran Mamdani’s wife, Rama Duwaji, was revealed to have contributed freelance illustrations to a book of stories by young people in Gaza compiled by the Palestinian-American writer Susan Abulhawa. Abulhawa’s social media posts, which called Israelis “vampires” and “cockroaches” and refused to distinguish between Jews and Zionists, prompted Mamdani to call her words “reprehensible,” earning him grief from pro-Palestinian quarters.
What would the response be, had the First Lady of New York provided artwork on a book of Dahl’s and his comments came to light? Abulhawa cuts a different figure: She is the daughter of Palestinian refugees and writes movingly of her people’s suffering. Yet I suspect, like her, Dahl, would have his defenders.
Just as Dahl doubled down when reached for comment on his review — the occasion of his “Hitler stinker” quote — Abulhawa responded to Mayor Mamdani’s censure in an interview by claiming American Jews were the “most privileged demographic in this country” and “the resentment that they are seeing now is stemming from the world watching the so-called Jewish State commit a genocide.”
In other words, the logic follows, the world isn’t picking on Jews for no reason. The sleeping giant of this rationale — a proverbial light sleeper — has been awakened. Dahl, it seems, was just too early to rouse it.
The play Giant is now playing at the Music Box Theatre on Broadway. Tickets and more information can be found here.
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New Report Reveals Rampant Human Rights Abuses in Iran as Activists Warn of Another Wave of Mass Executions
People attend Eid al-Fitr prayers, marking the end of Muslim holy fasting month of Ramadan, amid the US-Israeli conflict with Iran, in Tehran, Iran, March 21, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
A new report reveals the widespread scale of human rights abuses in Iran over the past year, as activists warn the regime may carry out another wave of mass executions to suppress growing opposition amid deepening unrest.
The Human Rights Activists News Agency (HRANA), an independent group monitoring Iran, released a report last week, timed for Nowruz, the Persian New Year, outlining a deeply concerning human rights situation over the past 12 months, citing crackdowns on protesters, harassment of activists, threats to minorities, executions of children, violations of women’s rights, and dire prison conditions.
According to HRANA’s Statistics and Documentation Center, 78,907 people were arrested on ideological or political grounds from March 2025 to March 2026, highlighting a pervasive climate of repression across the country.
But the report warns that the number of arrests is likely much higher, given the difficulty of tracking such cases — especially earlier this year during recent nationwide anti-government protests, which security forces violently crushed, leaving thousands of demonstrators tortured or killed.
HRANA reports that at least 6,724 protesters, including 236 children, were killed during these protests, with an additional 11,744 cases still under verification. Multiple reports have put the death toll at over 30,000.
During the regime’s violent crackdown, the group also recorded 25,877 people sustaining serious injuries, with 53,777 arrests occurring on just Jan. 8 and 9 alone.
On women’s rights, HRANA reports that 105 women were murdered, including seven so-called “honor killings” — murders committed under the pretext of preserving family honor — and documents 68 cases of rape or sexual abuse.
Recent media reports indicate that Iranian security forces raped and tortured medical staff who treated wounded anti-regime protesters during the country’s nationwide uprising in January, targeting them in a campaign of intimidation against those aiding demonstrators.
As in past years, executions remain one of the starkest manifestations of human rights abuses in Iran, with at least 2,488 people executed last year, including 63 women and two children, 13 of them carried out publicly.
According to a report by Harm Reduction International (HRI), a global organization tracking drug policy and human rights, 955 people were executed for drug-related offenses in 2025 — an average of roughly three per day — with over 1,000 more currently on death row.
Nearly one in four of those executed were from ethnic minority groups, more than one in five were foreign nationals, and the majority were poor, accused of minor drug offenses, and denied proper legal protections, the report notes.
As the regime continues its campaign of executions, the report says at least 222 children have been left without parents.
United Nations Special Rapporteur on human rights in Iran Mai Sato denounced the regime’s brutal treatment of individuals accused of drug crimes, highlighting the disproportionate impact on vulnerable families.
“Many of the drugs-related cases in Iran involve young fathers from minority ethnic backgrounds experiencing economic hardship who face not only execution but also confiscation of their limited assets – including family homes and farmland – devastating their families long after their execution,” Sato said in a statement.
According to HRI’s latest report, at least 65 executions were carried out in secret without prior notice, denying families the chance to say goodbye, and some occurred despite ongoing legal proceedings.
Iranian security forces also systematically used coercion and torture, while denying prisoners access to legal counsel, to force illegitimate confessions.
HRI also reports that under Iran’s Islamic Penal Code, the principle of elm‑e‑qazi — which allows judges to determine guilt based solely on circumstantial evidence without confessions or witnesses — is frequently applied arbitrarily.
With an increasing number of reports exposing the scale of systematic abuses across the country, human rights groups are warning that the death toll may climb sharply, with over 100 detainees at risk of execution.
Last week, three young Iranian men, including 19-year-old wrestling champion Saleh Mohammadi, were executed as the regime intensifies its crackdown on dissent, The Associated Press reported.
Mahmood Amiry-Moghaddam, head of Oslo-based Iran Human Rights, told the AP the executions are “intended to instill fear in society and deter new protests” amid deepening unrest.
On Monday, Iran’s judiciary confirmed that cases tied to the January protests have reached final verdicts and warned that those convicted would face no leniency.
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‘Verbal sparring’ at a conference for religious Jews breaking from Israel orthodoxy? That’s not what I experienced
To the editors:
The Forward‘s article about the recent Smol Emuni conference seems to describe a different event than the one that I attended. There were certainly different viewpoints among the people assembled at the gathering for religious Jews who, per the organization’s mission, seek “justice, equality, and dignity for Jews and Palestinians.” And there were views and perspectives shared that felt challenging or even difficult to hear.
But to assert, as the Forward‘s article did, that the conference was riven by strife and anger is simply not true.
The basis of the article’s claim, and the focus of a flurry of subsequent op-eds and blog posts, was Rabbi Saul Berman’s address to open the afternoon session. Berman used his remarks to criticize the Palestinian activist who had spoken in the morning; in doing so, he invoked a broad, monochromatic description of Islamic theology that felt out of place to some of us, including me.
Berman argued that Islamic Law prohibits any territorial concession, suggesting that Islamic law, but not Jewish law, continues to make peace impossible. The implication that Jewish theology has not blocked work toward peace is quite problematic, given the central role of religious leaders and communities in building settlements and in right-wing politics in Israel.
It is precisely this line of argument that many came to this conference to escape. In too many Jewish communities, it feels impossible to acknowledge the ways in which Judaism has contributed to Palestinian suffering and injustice. Smol Emuni was created in part to end that silence. That is why Berman’s words felt jarring.
But reading the Forward‘s article, one might think that Berman spoke with anger or that the audience actively derided him.
In fact, Berman spoke for close to 20 minutes. As far as I could see, everyone listened to him attentively. Most of the audience applauded when he concluded; I heard no boos. While a few people came and went during his remarks, as is the case at any such event, I saw no evidence that anyone “walked out in protest.”
One of the organizers did feel the need to note, after Berman concluded, that the conference organizers specifically did not share all of his views. She did so gracefully, while thanking him warmly for speaking and affirming her deep respect for him. I do not know how Berman felt, but he was not visibly angered and he stayed for the remainder of the program.
It was an awkward moment, to be sure, but not one of rancor or disrespect. It certainly did not define the conference, which elevated a range of important voices and viewpoints that I found both thoughtful and thought-provoking.
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