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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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LA Police Offer $10,000 for Information About Antisemitic Vandalism of Synagogue Destroyed in Wildfires
Flames rise from a structure as the Palisades fire burns during a windstorm on the west side of Los Angeles, California, US, Jan. 8, 2025. Photo: REUTERS/Ringo Chiu
Los Angeles County Supervisor Kathryn Barger announced on Tuesday a $10,000 reward for information leading to the arrest and conviction of those responsible for the recent antisemitic vandalism targeting the remains of the Pasadena Jewish Temple and Center (PJTC), which was destroyed in last year’s deadly wildfires.
The Los Angeles County Board of Supervisors held a meeting on Tuesday and unanimously approved a motion to create the reward related to the antisemitic graffiti discovered Sunday on the exterior wall of the synagogue’s former campus, which was wrecked in the fires in January 2025. Barger condemned the vandalism and vowed to closely monitor the investigation.
“This was a deeply disturbing act targeting a Jewish community that is still working to heal and rebuild,” she said in a released statement. “By establishing this reward, we are sending a clear message that intimidation will not be tolerated in Los Angeles County. I urge anyone with information — no matter how small it may seem — to come forward so those responsible can be held accountable. This community deserves answers and justice.”
The Los Angeles County Sheriff’s Department is leading the investigation into the incident, which is being treated as a potential hate crime. The antisemitic graffiti has since been removed, and the synagogue said it is working with the Jewish Federation’s Community Security Initiative (CSI) as well as private security to prevent similar acts from occurring in the future.
PJTC’s Senior Rabbi Josh Ratner condemned the “despicable act of antisemitic vandalism,” which took place almost exactly on the one-year anniversary of the synagogue’s destruction in the Los Angeles wildfires.
“Violating our sacred space with hateful words is a reprehensible act, and we will cooperate fully with law enforcement to bring the perpetrator(s) to justice,” added Ratner. “At the same time, we are a strong and resilient community. We will not let this vandalism diminish who we are or what we stand for. PJTC remains committed to rebuilding, to the safety and prosperity of our community, and to living our Jewish values openly and without fear.”
The synagogue did not specify what was written in the antisemitic graffiti, but the New York Times reported that it included the messages “F–k Zionism” and “RIP Renee,” which is a reference to the fatal shooting on Jan. 7 of Renee Nicole Good by a US Immigration and Customs Enforcement (ICE) officer in Minneapolis, Minnesota.
US Rep. Judy Chu (D-CA) said in a Facebook post she was “horrified” by the vandalism and stands in solidarity with the PJTC and local Jewish community.
“For over a century, the Pasadena Jewish Temple and Center has been a beloved community institution and safe haven for our Jewish neighbors and loved ones,” she wrote. “I stand with the congregation and the Jewish community as we await the results of the Los Angeles County Sheriff’s Department’s investigation. Hate has no place in the San Gabriel Valley.”
The campus of PJTC has been located on the same property since the 1940s. The synagogue is currently sharing space at the First United Methodist Church (FUMC) in Pasadena until it finds a long-term rental to be its home while the Jewish center is rebuilt, according to its website. The center estimates that it will take three to four years before it will be fully rebuilt on the same lot.
Police are encouraging anyone with information related to the antisemitic vandalism that took place on Sunday to contact the Los Angeles County Sheriff’s Department Altadena Station at (626) 798-1131; the Sheriff’s Department Major Crimes Bureau-Hate Crimes Task Force by sending an email to Detective Hodaya Doherty at hhdohert@lasd.org; or calling the tip line at (562) 946-7893. Information can also be submitted anonymously through the Los Angeles Regional Crime Stoppers Hotline at (800) 222-TIPS (8477).
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US Declares Start of Phase Two of Gaza Peace Plan, Warns Hamas to ‘Comply Fully’
Displaced Palestinians shelter at a tent camp in Khan Younis, southern Gaza Strip, Jan. 14, 2026. Photo: REUTERS/Haseeb Alwazeer
US special envoy Steve Witkoff on Wednesday announced the launch of phase two of President Donald Trump’s plan to end the conflict in Gaza, describing the process as “moving from ceasefire to demilitarization, technocratic governance, and reconstruction.”
In a post on the X social media platform, Witkoff also warned Hamas, the Palestinian terrorist group that ruled Gaza before the war and still controls nearly half the enclave’s territory, to remain committed to the terms of the agreement.
“Phase Two establishes a transitional technocratic Palestinian administration in Gaza, the National Committee for the Administration of Gaza (NCAG), and begins the full demilitarization and reconstruction of Gaza, primarily the disarmament of all unauthorized personnel,” Witkoff posted. “The US expects Hamas to comply fully with its obligations, including the immediate return of the final deceased hostage. Failure to do so will bring serious consequences.”
Under phase one of Trump’s peace plan, a ceasefire took effect and Hamas was required to release all remaining hostages, both living and deceased, who were kidnapped by Hamas-led Palestinian terrorists during the group’s invasion of and massacre across southern Israel on Oct. 7, 2023.
Everyone was released except for Master Sgt. Ran Gvili, the last remaining slain hostage in Gaza. Israeli Prime Minister Benjamin Netanyahu reportedly spoke on Wednesday with Gvili’s parents, who have adamantly opposed moving to the second phase of Trump’s plan until their son’s body is returned.
Gvili’s return “is at the top of Israel’s priorities,” Netanyahu’s office said in a statement, according to the Times of Israel. “Hamas is required to comply with the terms of the agreement and make a 100% effort to return all fallen hostages, until the very last one — Ran Gvili, a hero of Israel.”
Gvili’s mother, Talik, is heading to the US to speak out against Trump’s plan to move ahead with the next phase of the ceasefire, according to her brother and Ran’s uncle Ziv Tzioni.
“We will do everything we can, and I really mean everything we can, to torpedo phase two before Ran is returned,” Tzioni told Ynet in an interview on Wednesday.
In exchange for Hamas’s releasing nearly all the hostages, Israel freed thousands of Palestinian prisoners, including many serving life sentences for terrorism, and partially withdrew its military forces in Gaza to a newly drawn “Yellow Line,” roughly dividing the enclave between east and west.
Currently, the Israeli military controls 58 percent of Gaza’s territory, and Hamas has moved to reestablish control over the rest of the enclave. However, most of the Gazan population is located in the Hamas-controlled portion, where the Islamist group has been imposing a brutal crackdown.
The second stage of the US-backed peace plan is supposed to establish an interim administrative authority, a so-called “technocratic government,” deploy an International Stabilization Force (ISF) to oversee security in Gaza, and begin the demilitarization of Hamas.
However, Hamas has repeatedly refused to disarm, despite the plan’s call for the terrorist group to do so and relinquish any governing role in Gaza. Further Israeli military withdrawals are tied to Hamas’s disarmament.
The ISF has also hit roadblocks, with multiple countries including Azerbaijan and the United Arab Emirates declining to participate. Analysts have argued there’s little international appetite to send troops to Gaza with Hamas still armed.
Still, the Trump administration plans to move forward with a transitional technocratic Palestinian administration in Gaza. The body will have 15 members and be led by Ali Shaath, a former deputy minister in the Palestinian Authority, according to a joint statement by ceasefire mediators Egypt, Qatar, and Turkey.
The Palestinian technocratic body will be overseen by an international Board of Peace to govern Gaza for a transitional period. Nickolay Mladenov, a former UN Middle East envoy, is expected to represent the board on the ground. Other members tapped by Mladenov include people from the private sector and NGOs, according to Reuters.
It’s unclear how many total members will be on the Board of Peace.
Since the start of the Israel-Hamas ceasefire in October, both sides have repeatedly accused each other of violations. Israel has carried out several operations targeting terrorist operatives as the Palestinian group ramps up efforts to reassert control over the war-torn enclave.
Efforts to advance the ceasefire deal have stalled, with no agreement on crucial next steps, including the start of reconstruction in the enclave and the deployment of the ISF.
Turkey, a longtime backer of Hamas, has been trying to expand its role in Gaza’s post-war reconstruction efforts, which experts warn could potentially strengthen Hamas’s terrorist infrastructure.
While Turkey insists on participating in the ISF, Israeli officials have repeatedly rejected any Turkish involvement in post-war Gaza.
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American Jews can’t agree about anything — except Iran
Jews around the world have set aside their deep differences and come together in support of the protests in Iran.
“This never happens,” Rachel Sumekh, an Iranian-American nonprofit consultant in Los Angeles, told me. “You never had a coalition this diverse, because people get so stuck in politics.”
It’s easy to see why the protests — which began in response to a plunge in the value of Iran’s currency, and have ballooned into a widespread outpouring of rage at the Iranian regime — have drawn together all parts of the Jewish world. For the left, it’s a human rights struggle; for the right, it’s a chance for the regional balance to reset in favor of Israel.
But it’s difficult to say with certainty that unity between left and right, Zionist and anti-Zionist, will survive the tough decisions the protests will demand.
‘Progressives should care about human rights’
Since the 1979 revolution that brought the religious Islamic mullahs into power, Iranians have seen their rights and freedoms stripped away.
Millions took to the streets in the 2009 Green Movement to dispute a rigged election. Regime forces killed at least 550 protesters during the 2022 “Women, Life, Freedom” marches for women’s rights.
The brutality of the new crackdown has been on full display during the new protests; thousands are feared dead, with accounts of many killed by direct shots to the head. Amid that environment of fear and violence, protesters “deserve the support of progressives,” wrote Peter Beinart, an outspoken anti-Zionist, in his Substack newsletter, “because progressives should care about human rights.”
Many on the left are leery of supporting a cause that may lead to U.S. military intervention — or one they see as covertly backing Israel’s interests.
That may explain the silence of many so-called human rights activists who have stayed mum. But Jews are bucking that trend. “I have anti-Zionist Jewish friends who are posting in support of Iran, even though they know the base doesn’t like it,” said Sumekh.
Beinart, who has written that he “no longer believes in a Jewish state,” reminded his hundreds of thousands of followers of something that, well, should be pretty obvious.
“It’s as wrong to give countries a pass when they brutally violate human rights because they’re anti-American,” he said in a posted video, “as it is to give them a pass when they brutally violate human rights, because they’re pro-American.”
Not ‘death to Israel,’ but ‘long live Iran’
For many Jews, any revolt against Iran’s theocratic government is personal. The majority of the 60,000-odd Jews who lived in Iran at the time of the 1979 revolution fled, settling mostly in Israel and the United States. In both countries, those exiles have become integral to the Jewish community.
Some have family still in Iran, where about 15,000 Jews remain. In sharing their culture, stories and concerns, they have made Iranian freedom a tangible and pressing Jewish cause.
Plus, an overthrow of the regime could be a reason for relief in the Jewish state. The Iranian opposition, said policy analyst Karim Sadjadpour on the Call Me Back podcast, “is trying to replace, ‘Death to America’ and ‘Death to Israel’ with ‘Long Live Iran.”
The human rights issue matters to the right as well. But Israel’s staunchest supporters are also hoping for the downfall of a regime that has sworn to achieve Israel’s destruction.
Iran has funded the terror groups Hezbollah and Hamas and pursued a missile and nuclear weapons program that threatened and attacked Israel — even at the cost of crippling Iran’s own economy. The regime also funneled funds to Bashar al-Assad’s authoritarian government in Syria, which served as a conduit to supply weapons to Hezbollah.
Republican Jews are saying a successful regime overthrow would expiate the original sin made by Democratic President Jimmy Carter, whom they blame for not supporting the Shah of Iran during the 1979 revolution, which swept the mullahs into power.
President Donald Trump, to them, is the anti-Carter. Trump has publicly supported the protesters, and threatened to use American power to protect them. Trump has not ordered any military intervention, but on Tuesday he posted a message on his Truth Social platform, “KEEP PROTESTING! TAKE OVER YOUR INSTITUTIONS!”
As Elie Cohanim, Trump’s former deputy envoy to combat antisemitism, said on Fox News, Trump is the first president to threaten the Iranian regime that if they kill protesters, “we’re going to hit you hard and we’ll hit you where it hurts.”
‘We actually have the same enemy’
If the U.S. does intervene militarily, the Jewish response is likely to be less unified.
We have been bitterly divided over Iran policy in the past. Slightly more than 60% of American Jews supported the 2015 agreement then-President Barack Obama spearheaded to limit Iran’s nuclear development, but the opposition was organized and vocal, leading to deep fissures in the community.
Those cracks may reappear if America intervenes militarily.
“When the United States gives itself the right to intervene militarily in the internal affairs of another country,” Beinart cautioned, “that emboldens other powers, China and Russia in particular, to do exactly the same thing.”
Yet many liberal American Jews backed Trump’s decision to strike Iranian nuclear facilities in June 2025. Those strikes made “Israel, the Jewish people and the world safer, ”Rabbi Rick Jacobs, the president of the Union for Reform Judaism, told the Forward at the time.
What will decide the extent to which Jews agree on the wisdom of intervention? Probably the duration of any operation; a long-term involvement in Iran would likely be much more controversial than any quick, one-time strike.
A worse outcome, said Sumekh, would be for Trump to attempt to negotiate with the regime, ultimately leaving it in place. The mullahs would likely use negotiations as a way to buy time and reassert control, making waste of the rare opportunity for real change.
It is too early to tell if the courageous Iranians facing bullets and batons will bring down their repressive regime. And should that happy day come to pass, we will surely find ways to argue over who should get credit, who should get blame, and how we can best help a free Iran repair its economy and find stability.
But for now, Jews know that overthrowing the regime is the most important goal. Iranians deserve liberation, and that freedom will be beneficial for the entire Middle East, if not the world.
“Through what’s happening right now, people can finally understand and see the connection between the Iranian people and the Jewish people and the people of Israel,” Natalie Sanandaji, an Iranian-Israeli survivor of the Nova massacre, said in a video posted to X, “They can see that not only are we not enemies, but we actually have the same enemy, the Islamic regime of Iran.”
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