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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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Germany Flags Surge in Antisemitic Slogans, Extremist Symbols, Hate Speech Under Banner of ‘Palestine Solidarity’
Pro-Palestinian demonstrators during a protest against Israel to mark the 77th anniversary of the “Nakba” or catastrophe, in Berlin, Germany, May 15, 2025. Photo: REUTERS/Axel Schmidt
German authorities are stepping up scrutiny of antisemitic slogans, extremist symbols, and online hate speech amid a deteriorating climate of hostility toward Jews and Israelis that officials warn is hardening into a deepening national crisis.
On Tuesday, Germany’s domestic intelligence agency, the Federal Office for the Protection of the Constitution (BfV), released new guidance aimed at raising awareness of antisemitism and extremist forms of so-called “Palestine solidarity,” with a particular focus on developments in Berlin.
According to the agency’s newly published report, a growing network of extremist activists has emerged within segments of the pro-Palestinian movement in the German capital, where anti-Israel demonstrations increasingly feature antisemitic slogans, hateful imagery, and incitements to violence.
German officials said these new resources are intended primarily for teachers, educators, and the general public, as part of broader efforts to strengthen democratic resilience and sharpen awareness of more subtle forms of antisemitism.
In a document entitled “Hidden Messages – Antisemitic Codes and Ciphers,” the agency defines antisemitism as “rejecting, hostile or violent attitudes towards Jews or towards people who are perceived as Jewish.”
Among the report’s key findings is that within secular pro-Palestinian extremism, criticism of Israel’s policies and actions is increasingly being generalized onto Jews as a whole, with anger over the Israeli-Palestinian conflict frequently mutating into antisemitic narratives.
The agency also points to a growing use of antisemitic slogans and imagery, noting recurring symbols among extremist pro-Palestinian activists, including the red inverted triangle — used to signal support for Hamas — and the watermelon motif when used to depict the outline of Israel.
It also points to the slogan “From the river to the sea, Palestine will be free,” which is widely interpreted as a call for the elimination of the State of Israel.
German officials warned that these dynamics are increasingly serving as “bridge narratives,” drawing together otherwise disparate extremist circles, including the far right, far left, and Islamist movements.
The report further notes that since the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023, segments of Germany’s radical left have drawn closer to what they describe as the “Palestinian liberation struggle.”
Islamist and left-wing extremists are increasingly merging anti-imperialist ideology with entrenched antisemitic narratives in their propaganda around the Israel–Hamas war, including claims of a “genocide in Gaza,” depictions of the Jewish state as a “colonial power,” and labels such as “child murderer.”
Such antisemitic narratives have become a central mobilizing force since the Oct. 7 atrocities, shaping public discourse and being used to justify acts of violence and intimidation.
After more than two years of escalation, German officials warn that the threat to Jewish life has risen dramatically, with antisemitic hate speech surging as extremist actors deliberately exploit the war in Gaza for propaganda.
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Anti-Israel Rep. Thomas Massie Trails in Race as New Kentucky Ad Targets Jewish Donor With Rainbow Star of David
US Rep. Thomas Massie (R-KY) leaves a meeting of the House Republican Conference in the US Capitol on Wednesday, June 4, 2025. Photo: Tom Williams/CQ Roll Call/Sipa USA via Reuters Connect
A new poll is signaling growing trouble for US Rep. Thomas Massie in Kentucky’s Republican primary, with Trump-endorsed challenger Ed Gallrein now leading the incumbent congressman 53 percent to 45 percent among likely GOP voters in the state’s 4th Congressional District.
The poll comes as Massie faces intensifying backlash over an advertisement released by a pro-Massie super PAC targeting billionaire Republican donor Paul Singer, a prominent Jewish supporter of pro-Israel causes who has backed efforts to defeat the incumbent.
The ad characterizes Singer as a “pro-trans billionaire” and features a rainbow-colored Star of David behind his image while attacking Gallrein’s allies.
NEW: Take a look at this #KY04 ad called “LGBTQ Mafia” from a PAC affiliated w/ Jan. 6 rioter Derrick Evans.
It depicts Jewish donor Paul Singer with an unexplained rainbow Star of David.
More on this insane, now record-breaking $25 million primary: https://t.co/iT3YN8wYEz pic.twitter.com/0YIRYmaJwL
— Andrew Solender (@AndrewSolender) May 11, 2026
Critics condemned the imagery as antisemitic, arguing it invoked longstanding tropes about Jewish financial influence and used Jewish symbolism in a way designed to inflame cultural resentment. Many social media users accused the ad of crossing a red line at a time when antisemitic incidents in the United States remain elevated following Hamas’s Oct. 7, 2023, massacre across southern Israel.
The Kentucky ad was paid for by Hold the Line PAC — a group backing Massie that is “focused on Religious Liberty, 2A, and Restoring Election Integrity,” according to its website — not Massie’s official campaign.
The race has drawn national attention, with more than $25 million spent on ads, the most ever in a House primary election, according to AdImpact.
Outside groups have poured millions of dollars into the campaign, Because Kentucky’s 4th District is overwhelmingly Republican, the GOP primary is widely expected to determine who will ultimately hold the seat. According to data sourced from the Federal Election Commission (FEC), Massie has only garnered roughly $70,000 from in-state donors, compared to over $1.1 million from out-of-state, a whopping 94 percent of his total donations.
The latest survey showing Massie trailing was conducted on May 12 by Quantus Insights. It marks one of the clearest signs yet that US President Donald Trump’s endorsement may be reshaping the race in Gallrein’s favor. The Kentucky primary has rapidly evolved into one of the most closely watched Republican intraparty battles of the 2026 election cycle, drawing national attention over divisions surrounding Israel, antisemitism, and ideological loyalty within the GOP.
Massie, a libertarian-leaning Republican known for frequently breaking with party leadership, has a long track-record of voting against sending aid to all foreign countries, including Israel. Although he has received substantial criticism over his voting record, Massie has argued that his positions do not reflect an animus against the Jewish state but are reflective of his staunch fiscal conservatism. He has also condemned Israel’s military operations in Gaza and Lebanon, arguing that the Jewish state has targeted civilian infrastructure and should not receive assistance from the US.
Critics contend his voting record and anti-Israel rhetoric have increasingly isolated him from the Republican mainstream, particularly on issues involving Israel and national security. Skeptics also claim that Massie’s criticisms of Israel are devoid of nuance, oftentimes omitting Hamas’s tendency to use human shields, repurpose civilian infrastructure for military purposes, and intercept trucks intended to distribute food.
The race has become a major test of Trump’s continued influence over Republican primaries. Trump has repeatedly criticized Massie in recent months before formally endorsing Gallrein, framing the contest as a battle between party unity and ideological obstructionism.
“We got to get rid of this loser. This guy is bad,” Trump said at a March rally in Hebron, Kentucky. “He’s disloyal to the Republican Party. He’s disloyal to the people of Kentucky, and most importantly, he is disloyal to the United States of America. And he’s got to be voted out of office as soon as possible.”
Gallrein, a retired Navy SEAL officer, has sought to position himself as a firmly pro-Israel conservative aligned with Trump’s “America First” coalition. His campaign has emphasized strong US-Israel relations, expanded security cooperation, and staunch support for the Jewish state following Hamas’s Oct. 7 attack.
Political analysts say the outcome could reverberate far beyond Kentucky, shaping how Republican lawmakers navigate issues surrounding Israel, antisemitism, and loyalty to Trump heading into the 2026 midterm elections.
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Jewish Teens in France Tell US Ambassador About Enduring Antisemitism in Schools
Members of French Cteen chapters meet with United States Ambassador to France Charles Kushner and his wife Seryl on Monday, May 4, 2026. They discussed their experiences with antisemitism and what keeps them motivated. Photo: US Embassy in France
Nine members of the Chabad youth group CTeen France met last week with US Ambassador to France Charles Kushner to discuss their experiences of antisemitism in the years since Hamas’s Oct. 7, 2023, attack on Israel, a massacre which left nearly 1,200 people dead and led to a surge in hate crimes targeting Jews around the world.
Following an invitation, the youth aged 14-18 visited the ambassador’s official residence at rue du Faubourg Saint-Honoré in Paris for a two-hour discussion also attended by Kushner’s wife Seryl. Rabbi Mendy Mottal, CTeen’s director, and his wife Chaya also participated.
One member of the group, 18-year-old Younes, declined when offered a letter from the embassy to explain his absence from school. He explained that he did not want anyone at his school to discover he was Jewish, that only his best friend knew the secret of his true identity.
Another student, Salomé, described living 90 minutes south of Paris in Orléans and not knowing any other Jews in her region until the launch of a CTeen group. “All week at school I’m just waiting for the moment when I can see my Jewish friends,” she told the ambassador.
“These are teens who walk into their public school every morning knowing they may be the only Jew in their classroom,” said Rabbi Mendy Kotlarsky, chairman of CTeen International.
Discussing the meeting on X, Kushner wrote, “I love seeing motivated young leaders! CTeen is developing youth across France and focusing, like me, on countering antisemitism by combatting all forms of hatred in our communities.”
The teenagers received a tour of the ambassador’s residence and enjoyed Kosher refreshments before receiving two gifts: a kippah custom-made for the embassy and an embassy medal.
“These are teens regularly experiencing antisemitism on the front line,” Mottal said. “The ambassador was very moved by them and how they spoke. Frankly, so was I.” He described how Kushner “wanted to know what actually happens in the hallways, what they feel when they walk into a classroom knowing they might be the only Jews in the room.”
Kushner stated during the meeting that he intended the gathering to be the start of his collaborations with the CTeen group and that combating antisemitism in France had become a top priority.
“The fact that the ambassador sits with them, listens to their stories, and acknowledges the weight they carry on their shoulders — that means something profound to these young people,” Kotlarsky said.
The students’ fears align with survey responses from Jews in France and Europe. A 2026 Jewish Agency report found 78 percent of French Jews expressed feelings of fear in their country while 43 percent of European Jews surveyed said they experienced antisemitism in the last year either themselves or through a member of their family.
Last year authorities in France documented 1,320 antisemitic incidents recorded nationwide, a fall of 16 percent from the previous year’s high of 1,570. While Jews make up less than one percent of the French population — totaling 500,000 to amount to Europe’s highest Jewish population — they account for 53 percent of hate crime victims. French officials warned that the numbers were certainly undercounts of the actual number of incidents.
Last month, lawmaker Caroline Yadan put forward legislation to expand penalties for antisemitic speech. Dubbed the “Yadan law,” the proposed measure would ban “implicit” justifications of terrorism, advocacy for obliterating any state recognized by France, and comparing Israel to Nazi Germany. The bill’s supporters chose to withdraw the plan on April 16 after determining they were unlikely to succeed.
The centrist party Ensemble pour la République (EPR) blamed the leftist La France Insoumise (LFI) party for allegedly obstructing the bill’s progression.
In March, Dov Maimon, a senior fellow at the Jewish People Policy Institute, described the ideological dynamics in local French politics today and the threat they posed against the Jewish people.
“On one side, Jean-Luc Mélenchon’s far-left party, La France Insoumise (LFI), which didn’t hold a single seat on any municipal council, has now entered hundreds of councils and captured real cities for the first time,” Maimon wrote. “On the other side, the far right took approximately 40% of the vote and clinched dozens of mayoral races.”
Maimon warned that “the center seems to have collapsed. According to current polls, Mélenchon has a real chance of reaching that final round as the standard-bearer of the left. His political movement has weaponized hostility toward Israel, and his ties to Islamist networks are well-documented.”
In March, French authorities arrested two brothers alleged to have planned an antisemitic terror attack. Investigators found a semi-automatic firearm, a bottle of acid, and an ISIS flag during a traffic stop.
Kushner is the grandson of Holocaust survivors. His son Jared is US President Donald Trump’s son-in-law and serves as the Special Envoy for Peace where he has acted as a key foreign policy negotiator during the ongoing conflict with the Islamic regime in Iran.