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The Hanukkah merch market has exploded. But are Jews feeling more represented?
(JTA) — It was early November when Nicholas Wymer-Santiago walked into his local Target in Austin, Texas, and realized it was beginning to feel a lot like Hanukkah.
Instead of an endcap with a limited array of Hanukkah basics, as he had seen in past years, there stretched out a whole aisle of holiday products: pillows; dreidel-shaped pet toys; window decals; menorahs in the shape of lions, corgis and whales; and so much more. Even the $5-and-under impulse-buys section filled with seasonal products had a supply of Hanukkah goods, including a Star of David-shaped bowl and a set of dishes labeled “sour cream” and “applesauce.”
“In a good way, it was overwhelming at first, because there’s so much and I kind of want to buy it all,” Wymer-Santiago recalled feeling as he stood in the holiday section, looking up at a large photograph of a Hanukkah celebration alongside others showcasing Christmas.
The higher education administrator at the University of Texas decided to limit himself, at first taking home just a tea towel and a matching mug printed with a Hanukkah motif.
“And then I came back twice, maybe three times and each time I bought more and more items that I know I probably don’t need,” he said. “I think I’ve just had so much excitement about the novelty of it all, and having the ability to purchase these items, many of which I’ve never seen before.”
Wymer-Santiago is hardly alone in loading his cart with Hanukkah merchandise. Across the United States, big-box stores appear to be stocking more Hanukkah products than ever — and while off-color items such as Hanukkah gnomes and “Oy to the World” dish towels have raised eyebrows, the real story might be that American retailers have decked their shelves with menorahs, tableware and other items that are appropriate, affordable and often downright tasteful.
For many American Jews, the result is a sense of inclusion at a time of unease — although some are wrestling with what it means to have access to a fast-fashion form of Judaica.
“It is very exciting to go into Target or Michaels or a Walmart and to see Hanukkah merchandise,” said Ariel Scheer Stein, an influencer who shares crafting and holiday content for Jewish families on Instagram, where she has more than 20,000 followers.
Social media influencers in Miami, New York City and Denver respond to the flood of Hanukkah products at their local Target shops in 2022. (Instagram/@jamwithjamie/@cupofjo)
“The feeling is almost like pride and like we’re being seen and represented,” Stein added. “In a sea of Christmas … it feels really great, even if it’s a much smaller representation, that the Jewish holiday is there also and the Jewish community is being acknowledged and represented.”
The idea that retailers have stocked up on Hanukkah goods to make Jews feel represented is tempting, but it’s probably not the only reason for a shift in the market, according to Russell Winer, deputy chair of the marketing department at New York University’s Stern School of Business. He said that while an endcap — the small set of shelves at the end of an aisle — might sometimes be given over for symbolic purposes, the devotion of an entire aisle at the busiest time of the year is purely a business decision.
“These stores are very sophisticated in what they put in them,” Winer said. “They’re not going to put stuff on the shelves, especially at the holidays, if they don’t think they’re going to sell.”
There are signs that the Hanukkah market might be much wider than the proportion of Americans who identify as Jewish, 2.5%, would suggest. Numerator, a respected consumer trends polling firm, found in a survey of 11,000 consumers conducted in January 2022 that 14% of respondents said they were “definitely” or “probably” celebrating Hanukkah this year, compared to 96% for Christmas. More than half of the Hanukkah celebrants said they expected to spend more than $50 on the holiday — suggesting that retailers can expect hundreds of millions of dollars in Hanukkah spending this year.
Part of that marketplace is the growing number of families in which Hanukkah is celebrated alongside other holidays, usually Christmas. Most American Jews who have married in the last decade have done so to people who are not Jewish, according to the 2020 Pew study of American Jews; most of them say they are raising their children exclusively or partly as Jews. They may want to have products that allow Hanukkah to share the stage equitably with the other celebrations in their family.
“I’m not terribly surprised from a cultural standpoint that there’s more merchandise,” said Winer, who is Jewish. He said he and his wife had purchased Hanukkah stockings for their grandchildren, who are being raised in two faith traditions. (Evangelical Christians and Messianics, those who adopt Jewish practices while believing in the divinity of Jesus, also represent an emerging market for Jewish ritual objects.)
Stein offered another theory to explain the uptick in interest in Hanukkah products: the fact that social media and Zoom meetings have made home lives more transparent than ever.
“The communal sharing of lives, whether you’re an influencer or even my friends on Facebook showing what their display is this year or taking a picture of a recipe they were really proud of, making latkes from scratch — there’s just more visibility than there has been in the past,” she said. “And that’s probably a factor.”
Whatever the reasons, shoppers are noticing. Like Stein and countless other Jewish influencers, Rabbi Yael Buechler, a devoted observer of Jewish consumer trends, has offered tours of Hanukkah merchandise to her social media followers. Wearing Hanukkah pajamas that she designed and sells, Buechler has posted 14 videos to TikTok showcasing the Hanukkah collections of national retailers and assigns each store a “yay” or “nay” based on several metrics, including whether items display accurate Hebrew or appear to be generic blue-and-white items being passed off as made for the holiday. The videos, which have been viewed hundreds of thousands of times, have given her a broad view of what’s available to the Hanukkah consumer.
Welcome to the second installment of Hanukkah merch: YAY or NAY? .@target edition .Items were rated by:If the product was beyond blue & white Correct Hebrew Whether the Hanukkiyah was kosher If the Hanukkah pun was goodWhether animal was Hanukkah punnable (i.e. Menorasaurus) .#hanukkahiscoming #hanukkahfails #hanukkahcountdown #hanukkahyayornay #yayornay #hanukkah2022 #targetfinds #hanukkahpresents #hanukkahpjs #hanukkahgifts #hanukkahcheck #chanukah2022
“I see a lot more products this year than any other year,” said Buechler, who works at a Jewish school outside New York City. “I see a lot of new prints. I see more creativity in the market. I see more humor in the market.”
Like Wymer-Santiago, Buechler said Target, which has 2,000 locations across the United States, stood out as offering the widest array of products and the lowest proportion of “fails,” or products that miss the mark religiously, culturally or aesthetically.
“They have really stepped it up,” Buechler said. “Target also carries the Nickelodeon ‘Rugrats’ Hanukkah sweatshirts that are just brilliant. … I would definitely say they get the biggest ‘yay’ for this year.”
Target, which has a track record of using inclusive imagery in its advertisements and in-store promotions, declined to answer questions about its offerings, including how much bigger its Hanukkah collection is this year than in the past and how widely the products for Jewish buyers have been distributed. But a spokesperson said the feeling Wymer-Santiago and Stein described after visiting their local stores is exactly what the company is trying to cultivate.
“Target is committed to creating an inclusive guest experience in which all guests feel represented,” the spokesperson wrote in an email. The spokesperson noted that Target’s Hanukkah assortment “was developed in collaboration with Jewish team members and input from our Jewish employee resource group” and crosses several of the retailer’s in-house brands.
One of those lines, Opalhouse by Jungalow, was created by a Jewish artist, Justina Blakeney. Last year, Blakeney’s first Hanukkah collection included plates and pillows, as well as a gold menorah shaped like a dove. This year, Blakeney added new pillow designs and a clay menorah.
Target’s website prominent promotes Hanukkah products, including from a house brand by a Jewish creator named Justina Blakeney. (Screenshot)
“If I could go back in time and tell elementary-school-aged Justina (or ‘Tina’ as I was called back then) that I would have a chance to design a Hanukkah collection for Target, I would have lost my mind,” she wrote in an October blog post revealing the collection.
Hanukkah goods have always been widely available through Jewish merchandisers and at synagogue bazaars — but those products have been available only to people who already engaged in Jewish communities. Amazon and other online retailers have increased access, but only for people who are hunting for Hanukkah supplies. A Hanukkah aisle at Target, in contrast, reaches the many Jews who may not already have robust holiday traditions.
Stein, who said she particularly regretted not snapping up a marble dreidel sculpture that quickly sold out at Target, said she saw only benefits in promoting major retailers’ Hanukkah offerings, even if doing so has made her something of an unpaid advertiser at times.
“Right now, especially with the rise of antisemitism, if there are ways that we can spur Jewish joy — and for me, that’s by sharing and inspiring people with different kinds of Hanukkah merch and home decor and jewelry — I think that’s great,” she said.
Not everyone is thrilled by the shift in the marketplace. The sweeping Hanukkah displays are drawing criticism from those who have long lamented that the American primacy of Christmas has caused Jews to focus too much on a minor holiday, while leaving holidays with more religious significance relatively uncelebrated.
“I think: What would it feel like to see a giant Shavuot display?” Wymer-Santiago said.
The fast-fashion aspect of the big-box retailers’ offerings, many of which are imported from China, also raises concerns about whether easy access to trendy Judaica comes at environmental and cultural costs.
“How about we don’t extract fossil fuels to make crap that no one needs and that makes Jewish communities less distinctive?” asked Dan Friedman, a writer and longtime climate activist, though he emphasized that systemic change, rather than tweaks to purchasing decisions by Jewish consumers, is needed to avert climate catastrophe.
For Buechler and others, the benefits of a mass-market Hanukkah merchandise boom outweigh any possible drawbacks.
“As a rabbi, I am all for anything that will make Hanukkah celebrations more engaging and potentially lengthen a family celebration,” said Buechler, who said her own collection had outgrown the four tubs it occupied several months ago, and that one of her favorite purchases was of a Hanukkah sweater for lizards that she bought for a friend’s guinea pig.
“I really do believe that owning different kinds of Hanukkah merch, whether apparel or otherwise, will increase the likelihood that a family will celebrate with friends with family for more nights than they would have last year,” she added.
Nicholas Wymer-Santiago takes a selfie showing off his menorah collection, mostly acquired at his local Target in Austin, Texas. (Courtesy of Wymer-Santiago)
Wymer-Santiago plans to celebrate the holiday with his family in Ohio, meaning that he will be leaving behind much of this year’s Target haul in his Austin apartment: the device that makes dreidel-shaped waffles, the window decals that advertise the holiday to passersby, the giant dreidel-shaped jar that he has filled with, well, dreidels. He said he planned to make room in his suitcase for at least one item: a $5 menorah that reminds him of his dog.
Wymer-Santiago said a piece of him worried that Target was taking advantage of his excitement about Jewish representation, the way it has been criticized for doing around LGBTQ Pride celebrations, to sell him stuff he doesn’t need.
“Every time I buy something from Target in general, but definitely for Hanukkah, I think about this,” he said. “But then I think: This thing is so cute. And I just need it.”
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The post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.
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I Came to Israel for Clarity and Left with More Questions (How Jewish)
The Western Wall and Temple Mount in Jerusalem. Photo: Wikimedia Commons.
I arrived in Israel as part of the Birthright Israel Onward Storytellers Program, with a dynamic group of creators from across the globe intent on gaining perspective on the region.
Many people in my group were short-form enthusiasts, but I repeatedly insisted on the power of long-form storytelling. So here are some long-form thoughts on my experience:
While Israelis wear their resilience on their sleeves, I was struck by the psychological weight they’ve gained since Oct 7.
When I learned that the word grief in Hebrew was “evel,” I asked if it was linked to the word “even,” which means rock. A native speaker was surprised by this question, but couldn’t refute the connection.
Coincidences in the Holy Land often feel like Divine signs. Maybe they are.
On our first day, while walking through the Old City in Jerusalem, I lost the Hamsa pendant I bought on my last visit; it slipped right off my neck.
My first sign!
That pendant was now burrowed in the pocket of cobblestone streets older than the prophets. What literal symbol would I replace it with?
After a tear-soaked visit to the Kotel, where I jammed a wish-filled note in the cracks of the ancient wall, we visited the Temple Mount, a jarring surprise to our group to even be allowed in.
At one of the holiest places in Jewish and Muslim culture, I was not moved by the archeological marvel, but by the human connection — in the thoughtful dialogue I began with our Palestinian tour guide, in an effort to understand his experience.
It was not lost on me that we were a living bridge of peace, in the most contentious location between our cultures. I doubt it was lost on him either.
We hugged goodbye later that day, and wished each other well, speaking to the individual but praying for our collectives.
The next day we visited the harrowing sites of the Oct. 7 massacres at the Nova festival and Kibbutz Nir Oz. I was surprised at how unsurprised I was, scarred by the gutting imagery that the attack had become sadly associated with.
We then went to the great expanse of the Negev Desert, with its Grand Canyon-like Godliness. We spoke to our creator in the darkness of the night, looking for more answers — but, again, I was left with more questions.
The signs were unclear and I was getting frustrated.
We then came to Tel Aviv, a city that always feels just right with its bustling multi-culturalism, charming architecture, undeniable food, and endless gorgeous faces.
I could live here, I thought. With the state of the world, maybe sooner rather than later.
I thrived on my own, with long walks away from the group, sipping delicious coffee and reaffirming why I love this country so much. The solitude energized my urge to make the world understand what Israel really is. How they would see if they only came here for themselves!
But we cannot make people see what they don’t want to see. We can only lead by example and hope that our changes inspire them, or at the very least, confront them.
Our meaningful journey, carefully curated by Yael Adventures, was coming to an end.
I left this chapter of my trip inspired by a group of young leaders expressing their values online to move hearts and minds through food, fashion, humor, and culture.
The odds are against us.
As I told them, my family is Israeli, so I have no choice but to be an outspoken advocate. The others have a harder choice, one that their peers reject violently and without nuance. And yet they choose to stand with Jewish pride in the land we are told we don’t deserve, but relentlessly reminded why we need.
I am grateful to this group for teaching me so much about their stories and about my own. Among them, I even made some true friends, a task that gets increasingly harder in a world saturated with false idols and inauthentic lives.
After the organized trip, I visited my family in the North, the only extended family I have. As we sat down for Shabbat dinner, I felt the feeling of home that people often describe when their tribe is together. When you live across the world from yours, a puzzle piece of your soul reattaches for even the shortest reconnection.
The next day, on a walk with my cousin, I ran into a childhood friend. I had met him on my family’s sabbatical in Israel when I was 12 years old. He no longer lived in the village, but happened to be visiting the same day as me, walking the same trail at the same time.
Another sign.
I had lived there at an age where life events are consequential to our personalities and trajectory. It reminded me of the confidence this place instilled in me, which has carried me throughout my life. If nothing else, I owe it to these people for the confidence they gave me — to remind them of how special they truly are, regardless of what the rest of the world thinks. To lighten the load of the “even” from the “evel.”
I visited my Father’s grave, a beautiful stone structure built for only the most epic of men. He rests exactly where he belongs, overlooking the land of his forefathers, beside his fellow countrymen.
His tombstone is labeled “Professor.” I questioned what identity I would want written on my own. I didn’t have an answer.
As a multi-hyphenate, I don’t do well with labels, or perhaps have yet to land on my own personal definition.
The trip ended with a cherished day of filming for my upcoming movie, continuing the long journey to tell a story I can’t wait to share with you all. It turns out that it doesn’t matter where I am in the world — if I’m making art on my own terms, I come alive.
This sign couldn’t be clearer.
It would be borderline blasphemous to not acknowledge the Divinity of using my God-given gifts in my ancestral homeland.
Perhaps I was right to be in this cohort after all. A true “hero’s journey,” I came back home changed, and armed with fresh perspective and new tools to do what I do best — tell stories. I guess I don’t need a new pendant for that.
No matter your background, I hope you’ll visit Israel and see it for yourself someday. It may not have all your answers, but, like me, it may leave you with new questions to explore.
And if you don’t, that’s OK too. I’ll be back again very soon, and eat enough Shawarma for the both of us.
Ari Frenkel is an actor, writer and filmmaker. He is known for his on-screen work in Amazon’s I’m A Virgo, HBO’s Silicon Valley, FX’s American Crime Story, and much more. He is the creator and star of the award-winning digital series Sorry, Ari. He is currently in production for his debut feature film, See You on the Other Side. Visit his Instagram, and website.
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Phase Two Begins: Will Hamas Uphold Its Ceasefire Commitments?
People walk past a billboard portraying the late Hamas leader Yahya Sinwar at the site of a rally held by protesters, mainly Houthi supporters, to show support to Lebanon’s Hezbollah and Palestinians in the Gaza Strip, in Sanaa, Yemen, Oct. 18, 2024. Photo: REUTERS/Khaled Abdullah
The United States has announced that the second phase of the ceasefire agreement between Israel and Hamas has now begun. While officials worry that not moving on to the second stage could encourage renewed fighting, the movement towards the second phase has also been met with trepidation from the Israeli perspective.
Notably, Hamas has yet to uphold its end of the agreement, consistently violating the ceasefire since its implementation by launching attacks on Israeli soldiers, crossing the yellow line into territory controlled by the IDF, and not returning all hostages within the first 72 hours of the agreement.
While all hostages, both living and deceased, were meant to return home 72 hours after the initial agreement was signed, Hamas has consistently delayed releases or indulged in misdirection and cover-ups. As phase two begins, the body of Ran Gvili, the final hostage being unlawfully held in Gaza, has yet to return home. It raises serious doubts about the extent to which the terrorist organization can be trusted to honor its commitments.
What Does Phase Two Entail?
The second phase of the ceasefire is meant to establish a transitional technocratic Palestinian administration in Gaza, known as the National Committee for the Administration of Gaza (NCAG). It will also begin the full demilitarization and reconstruction of Gaza, focusing specifically on the disarmament of all unauthorized personnel, such as Hamas and Islamic Jihad.
While Hamas is now supposedly signaling willingness to disarm, it has in the past made it explicitly clear that it is not interested in disarming until there is a clear process that will result in the establishment of a Palestinian state, least of all if Israel is still present in the Gaza Strip. Yet this requirement for disarmament must be met at this stage for Israel to continue its withdrawal.
Since the beginning of phase one, the IDF has been working tirelessly on the demilitarization of Gaza. Yet areas beyond the yellow line — the area of withdrawal controlled by the IDF — remain far from clear of terrorist infrastructure, as the IDF continues to uncover more tunnel systems.
All of these key components of the second phase need to work in synchronization. Hamas’ military grip on the Gaza Strip currently puts the terrorist organization in a position of de facto governance. If it relinquishes its military powers by disarming, it will create the possibility for the NCAG force to begin administering the civilians there.
The NCAG is meant to be an apolitical body overseeing daily life in Gaza. In this capacity, it could help support stabilization efforts, reduce the influence of terrorist organizations, and create space for long-term initiatives focused on education, reconstruction, and economic opportunity — key elements in fostering a more sustainable future. Additionally, the International Stabilization Force (ISF) will also be implemented at this stage to help establish and support a police force, allowing for further Israeli withdrawal.
The successful implementation of the second phase lays the groundwork for a stable and functional civilian administration in Gaza. Thus, this phase is not only about immediate security and withdrawal, but rather about building the institutional foundations necessary to ensure a stable future in post-war Gaza.
A Reminder From Oslo
This is not the first time Israel has entered into agreements with the Palestinians, only to face challenges stemming from a lack of enforcement, limited accountability, and differing interests.
In 1993, Israelis and Palestinians were similarly excited about the process of moving towards a future free of terrorism, incitement, and hatred.
The Oslo Accords called for the Palestine Liberation Organization (PLO) to formally recognize the right of the State of Israel to exist. In contrast, Israel recognized the PLO as the representative of the Palestinian people. Over the course of five years, the two parties were meant to reach a formal and comprehensive agreement. However, no such agreement was ever reached between the parties, and the breakdown of the process was followed by the launch of the Second Intifada, during which weapons originally intended for Palestinian security forces were turned against Israel.
Perhaps one of the most important requirements from the Palestinian side of the Oslo Accords was a commitment to education reform, intended to promote tolerance within the Palestinian education system. A lack of enforcement meant that this crucial factor was never implemented.
As a result, the Palestinian education system has — to this day — been one that indoctrinates Palestinian children with a vehement hatred of the State of Israel and the Jewish people, and calls on children to become martyrs by committing terrorist attacks. This means that the terrorists who committed the atrocities of October 7, 2023, grew up using textbooks that glorified terrorism after the fallout from Oslo.
While the world and the media may be ready to move on to phase two, it is crucial that Israel ensures the other side are held to their obligations. The aftermath of the Oslo Accords illustrates the consequences of failing to uphold commitments. The repeated disregard of terrorist organizations’ negotiated commitments ultimately undermined long-term stability. The current phase in Gaza presents a similar crossroads. Without careful oversight and accountability, a history of broken commitments and renewed violence could repeat itself.
The author is a contributor to HonestReporting, a Jerusalem-based media watchdog with a focus on antisemitism and anti-Israel bias — where a version of this article first appeared.
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What Happens Next for the US and Iran?
Iran’s Supreme Leader Ayatollah Ali Khamenei speaks during a meeting in Tehran, Iran, January 17, 2026. Office of the Iranian Supreme Leader/WANA (West Asia News Agency)/Handout via REUTERS
Having warned Iran’s regime, repeatedly and explicitly, not to brutalize its own people, President Trump now must figure out how to uphold his red line, avoid losing credibility, and impose serious costs on the regime — all without triggering a wider conflict.
Revolutionary regimes like the Islamic Republic try to delegitimize and deflect popular discontent by pinning it on external enemies. Although Trump has spoken out about the protests, Tehran ignored the Biden team’s glaring silence and still blamed America for the “Woman, Life, Freedom” movement just a few years ago.
It is therefore no surprise that the speaker of Iran’s parliament has said the country is already in a new round of conflict with America and Israel. Iranian officials also have threatened to attack US regional bases, including preemptively.
Even if the country’s recent nationwide protests have subsided for now, Iran’s regime is fundamentally both unable and unwilling to address the deep-rooted grievances underlying such widespread and steadily worsening internal discontent.
It is strictly a question of when — not if — major unrest returns, and with it, the regime’s enduring instinct and temptation to project its problems outward onto the “Big” and “Little” Satans of America and Israel. Brinkmanship also offers the regime hope of deterring military action during the moments of domestic crisis when its future is most in doubt.
There are plenty of salutary sanctions, cyberwarfare tools, and covert and kinetic options to support protestors, inhibit further crackdowns, and encourage the regime’s ultimate collapse.
By themselves, however, these options are unable to keep Iran from threatening or unleashing massive retaliation against US targets in the process.
A key element of President Trump’s response, and one that fulfills his promise of “hitting them very, very hard where it hurts,” should be to target the regime’s best retaliatory capabilities.
This means its short-range ballistic and cruise missiles, drones, missile boat swarms, anti-ship missiles, and mobile coastal batteries looming over the Gulf, Iraq, and American forces there. By combining mass with precision, the weapons are Iran’s readiest option to counter US threats against its internal security apparatus.
These capabilities were left untouched during the June war, when the United States and Israel focused on nuclear sites and longer-range ballistic missiles. They do not require the time-consuming loading and fueling of those longer-range missiles, and their flight times are shorter.
These short-range projectiles can be launched in large “bolt from the blue” attacks with little early warning, and in great quantities, that strain US-led defenses in the region. Unlike some of its other arsenals, Iran has dangerous incentives to strike first, fast, and hard with these weapons.
Moreover, this Iran weapons program would have an attractive array of high-value targets. American forces cluster in a small handful of bases and warships in the Gulf, adjacent to major energy terminals and the world’s most important energy shipping point in the narrow Strait of Hormuz. These sites do not have anything remotely like Israel’s air and missile shield, a concern reflected in recent comments from senior US military officials about needing time to prepare regional defenses.
Iran’s past attacks with these weapons reliably hit their aimpoints. Most memorably, Iran launched a surprise cruise missile and drone swarm against Saudi energy facilities in 2019, and a ballistic missile barrage against US forces in Iraq several months later.
Even though it chose to telegraph its missile strike on Al-Udeid airbase in Qatar last year, American troops had to evacuate in advance, given their lack of adequate defenses. Both during and since the June conflict, Iran has prepared attacks and conducted military exercises to target US forces and energy shipping around Hormuz.
Iran also knows from past practice that threatening such attacks can generate pressure on America from its Gulf partners, all of whom want to deescalate tensions that could otherwise shoot oil prices upward and jeopardize their ambitious, but vulnerable, economic development projects.
Iran’s regime should know its short-range weapons are central to the strike options being readied for President Trump’s consideration. America’s commander-in-chief should make painfully and explicitly clear that Tehran cannot escalate its way out of its predicament — at home or abroad.
Jonathan Ruhe is the Fellow for American Strategy at the Jewish Institute for National Security of America.