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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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Pro-Israel Democrats battle to take on vulnerable Republican Rep. Mike Lawler
(New York Jewish Week) — Voters in New York’s Hudson Valley on Tuesday are choosing a Democrat to challenge the staunchly pro-Israel Republican Rep. Mike Lawler in a heavily Jewish swing district.
Two candidates have emerged as frontrunners in the Democratic primary in New York’s 17th Congressional District, a suburb of New York City that includes about 30,000 Orthodox Jews.
Cait Conley, a military veteran and former national security adviser, leads by double digits in polls this month and prediction markets over Beth Davidson, a member of the Rockland County Legislature who has highlighted her Jewish identity. A poll from Tavern Research last week found that 28% of voters were still undecided as the election approached.
Both are appealing to residents anxious about the cost of living, housing, healthcare and foreign conflicts. The winner will also aim to claw back moderate voters who supported Lawler, one of the most vocally pro-Israel members of Congress and a representative who has forged close ties with Orthodox Jewish voters.
Davidson and Conley have both said they support the United States alliance with Israel while opposing actions by Israeli Prime Minister Benjamin Netanyahu’s government. During a candidate forum in April, they distanced themselves from Democratic efforts in the Senate to block certain military sales to Israel.
Polling far behind Conley and Davidson is Effie Phillips-Staley, a progressive who says Israel is an apartheid state that has committed genocide in Gaza.
Conley and Davidson say they are marrying pro-Israel views with a liberal agenda, including fighting President Donald Trump. Davidson told the Jewish Telegraphic Agency that she wants to create a political home for “Jews that have felt lost in the Democratic party.” She previously served on the board of her White Plains synagogue, Beth Am Shalom, and has touted Jewish values as driving her public service, including tikkun olam, or repairing the world, and welcoming the stranger.
Conley has presented her military experience as an advantage. A former national security adviser in the Biden administration, she has said that she supports a two-state solution to the Israeli-Palestinian conflict and views Israel as a critical national security ally.
The winner will face off with Lawler, who has become so closely identified with the district’s Jewish community that he was recently attacked in comments by Sen. Rand Paul’s son, William Paul, who accused the lawmaker of being one of “you people,” although Lawler is not Jewish.
Often working with Democrats, Lawler has proposed a spate of legislation aimed at supporting Israel since he entered Congress in 2023. He co-sponsored the bipartisan Antisemitism Awareness Act, which would require the Department of Education to codify the International Holocaust Remembrance Alliance’s definition of antisemitism, a move championed by major Jewish groups and criticized by progressives for classifying some forms of Israel criticism as antisemitic. The bill passed in the House in 2024 but stalled in the Senate amid free speech concerns and was reintroduced in the House last year.
Lawler also introduced in 2024 the bipartisan Stand with Israel Act, which seeks to halt funding for United Nations agencies that “expel, downgrade, suspend, or otherwise restrict the participation of the State of Israel.” His bipartisan 2025 Bunker Buster Act seeks to equip Israel with massive bombs to target Iran’s nuclear infrastructure.
This year, Lawler has partnered with Democrats on two new measures that he says will combat antisemitism. The Jewish American Security Act introduced this month proposes expanding federal security support for Jewish institutions, and a House resolution from April condemns leftist streamer Hasan Piker and far-right podcaster Candace Owens for “antisemitic hate-filled rhetoric and content.”
Phillips-Staley represents the rising progressive wing of the Democratic party that is sharply critical of Israel, differentiating herself from Lawler as well as Conley and Davidson. Phillips-Staley has said that her views solidified after she traveled to Israel and the West Bank in February. She was criticized by some Democratic officials for doing an interview with Piker.
She told JTA in March that many Jewish residents supported her belief that Israel has committed genocide and the United States should sever military aid.
“I get the most encouragement, from lots of people, but a lot of encouragement from Jews who really challenged me, especially in the beginning, to be brave and say it like it is,” said Philips-Staley.
Republicans are suspected of jumping into the late stage of the race by funding a shadowy new group called Progressive Champions PAC, which mirrors GOP efforts to influence other Democratic primaries nationwide. Davidson publicly disavowed the PAC, which has spent $1.5 million on ads attacking Conley for her contract work for an AI company that works with the Department of Homeland Security, according to the Cook Political Report.
The primary winner will quickly rocket to national prominence in the general election, as Lawler’s seat is considered one of the most likely to flip in November. Democrats outnumber Republicans in the district, which former presidential candidate Kamala Harris won by less than one percentage point in 2024.
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Primary battle between rabbi and Jewish lawyer is a referendum on Mamdani and buffer zones
(New York Jewish Week) — A primary race on New York’s Upper West Side for a state legislative battle pits a rabbi against a Jewish lawyer in a referendum on where Jews stand on Mayor Zohran Mamdani and on the right to protest outside houses of worship.
Stephanie Ruskay would be the first female rabbi elected to state office in U.S. history. Her opponent is the Mamdani-endorsed Eli Northrup, a public defender and the grandson of a Jewish civil rights lawyer who worked on Supreme Court cases to combat antisemitism and racial segregation in the 1950s.
The hotly contested Democratic primary is for the State Assembly’s District 69, which covers much of the Upper West Side and all of Morningside Heights, including the Columbia University campus roiled in 2024 by pro-Palestinian protests over Israel’s actions in Gaza.
Endorsements tell a story of two New York establishments vying over prime legislative real estate: Mamdani’s Israel-critical progressives facing off against the city’s storied Jewish liberals.
Along with Mamdani’s blessing, Northrup has won prized endorsements from left-wing icons who ran now legendary insurgent campaigns: Vermont Sen. Bernie Sanders, whose energetic presidential primary run in 2016 helped doom Hillary Clinton’s presidential run; and New York Rep. Alexandria Ocasio-Cortez, whose ouster of top Democrat Joseph Crowley in a 2018 primary paved the way for the youthful congressional “Squad.” Mamdani has roiled this election season with endorsements of democratic socialists challenging incumbent congressional Democrats.
Ruskay has been endorsed by leading Jews in New York politics, such as City Council Speaker Julie Menin, City Comptroller Mark Levine, Manhattan Borough President Brad Hoylman-Sigal and former Borough President Ruth Messinger. She also has the backing of ActJew, a nonprofit focused on combating antisemitism, and the New York Solidarity Network, a pro-Israel group.
Ruskay and Northrup, who both identify as progressives, are battling in a neighborhood where nearly one-third of households are Jewish. The Assembly seat opened in the fall when current Assembly member Micah Lasher, who is also Jewish, decided to run for Congress.
The district overwhelmingly supported Mamdani in the 2025 mayoral race, when his sharp criticism of Israel broke with the city’s Democratic establishment and fomented ongoing tensions with segments of the Jewish community.
Northrup is a full-throated supporter of the mayor who volunteered for his campaign. Ruskay has voiced more tepid views on Mamdani, acknowledging that many Jewish New Yorkers disagreed with his views about Israel.
“When we agree, I’ll be very excited to work together, and when we don’t agree or when I know that I represent people who have a very different perspective from what’s happening, then my job is to bring that into the room,” Ruskay told the Jewish Telegraphic Agency in December.
Ruskay joined New York’s annual Israel Day Parade in May, which Mamdani skipped. She said on X that she was “proud” to attend the gathering, which she described as a reminder of “the deep bonds between New York’s Jewish community and Israel, and of the strength, resilience, and vibrancy of Jewish life.”
Northrup has resisted the long tradition among Jewish Democrats of identifying as a Zionist. “I don’t know that it’s serving us to be categorizing people as Zionist or anti-Zionist,” he told JTA last month. “I certainly don’t see myself in those terms.”
Both candidates have cited their faith and Jewish values as driving their politics. They agree on building more affordable housing, filling the district’s many vacant storefronts, supporting unions and enforcing labor laws. Both have also voiced their commitment to fighting President Donald Trump and his crackdown on immigration.
One of their rare areas of disagreement is the fight over “buffer zones” to insulate synagogues from protests, a flashpoint in New York politics. The city and state both recently passed legislation that restricts demonstrations outside houses of worship. Some Jewish leaders and lawmakers championed the measures in the aftermath of a string of pro-Palestinian rallies outside synagogues, which were hosting events that promoted migration to Israel and real estate sales in Israel and the West Bank.
Ruskay supports the buffer zones. She has argued they are necessary to protect Jews from intimidation, saying during a candidate forum in May, “In the world as we wish it was, I don’t think that you should have [to] have a buffer zone. But in the world that we actually live in right now, I think that we do need one.”
Northrup, meanwhile, said in the forum that outlawing protest within a certain distance of an institution “wouldn’t pass constitutional muster,” citing Planned Parenthood and the ACLU. He told JTA that buffer zones were more symbolic than effective in addressing rising antisemitism, and that he instead supported multifaith education and building alliances across communities.
Various civil rights groups and Jewish progressives, such as Jews for Racial & Economic Justice, have said that buffer zone laws infringe on free speech and assembly. JFREJ has endorsed Northrup.
Northrup’s skepticism of the laws aligns with Mamdani’s views. The mayor resisted signing the City Council’s buffer zone bill pertaining to houses of worship, though it became law with a veto-proof majority, and he vetoed a separate bill implementing buffer zones around schools.
Ruskay has received $25,000 from the American Centerpoint PAC, which was formed on June 11, according to City and State. The PAC’s sole contributor was Adeena Rosen, a key figure in the Solidarity PAC that boosted pro-Israel candidates in 2024 state races.
In a race lacking publicly available polls, fundraising is a significant indicator. The candidates were neck-and-neck in fundraising on Election Day, with Ruskay gathering $436,381 and Northrup raising $443,522, according to Transparency USA.
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DOJ investigates coffee shop that banned Rep. Goldman as his support for Israel threatens to topple his reelection bid
(New York Jewish Week) — The Justice Department is investigating a Brooklyn coffee shop that banned Rep. Dan Goldman over his support for Israel, as tensions over the Middle East fuel a rival’s surging bid to unseat him in Tuesday’s New York Democratic primary.
Poetica Coffee, a local chain, posted a photo of Goldman at its Williamsburg branch on Instagram with a caption saying that it did not serve “racists, fascists, homophobes, genocide enablers or anyone in between.”
Poetica added that Goldman would have been turned away if the staff had immediately recognized him. The shop said it had refunded Goldman his money, which was “probably coming from AIPAC.”
Goldman’s support for Israel has been at the center of his opponent Brad Lander’s campaign, which is much more critical of Israel. New York Mayor Zohran Mamdani, whose own broadsides against Israel have roiled segments of the city’s large Jewish population, has endorsed Lander. Goldman and Lander are competing over New York’s 10th Congressional District, one of the most progressive and Jewish districts in the United States.
Poetica’s post prompted a swift backlash from Jewish leaders and an avalanche of negative reviews on Yelp, along with death threats shared by the coffee shop, before its Instagram account was deactivated.
Assistant Attorney General Harmeet Dhillon, who oversees the Justice Department’s Civil Rights Division, announced on Monday that her office had opened an investigation into the coffee shop’s “denial of service taunts.”
“Federal law prohibits public accommodations such as coffee shops from discriminating against patrons based on their race, religion, or national origin,” Dhillon said on X.
Dhillon has led investigations of universities that the Trump administration says have facilitated antisemitism by not preventing pro-Palestinian protests. Civil liberties groups say the probes impinge on campus speech freedoms.
Goldman has previously criticized the Justice Department’s use of power, accusing the Trump administration last year of “weaponizing” the department to prosecute the president’s political opposition.
Goldman was not enthusiastic about this Justice Department probe, either.
“I would rather they spend their time and resources investigating antisemitism against people who do not have a platform that I do, who are not elected officials, who do not — in some ways — ask for this,” he told CNN. “I mean, I don’t ask for the antisemitism, but I’m a public figure and I can accept the criticism.”
Before Poetica’s account was deleted, Goldman replied in a comment that a barista had allowed his 7-year-old daughter to use the bathroom even though they had not purchased anything. “I made sure to buy a coffee in return for her kindness,” he said. “I hope you at least make sure she gets the tip that she deserved.”
Lander defended Goldman in a statement. “There are plenty of ways to lobby elected officials and express outrage at the votes they’ve taken without turning coffee shops into places people don’t feel welcome,” he said. “I’m glad Poetica took down their post, and I thought Rep. Goldman’s reply was extremely gracious.”
Mamdani did not respond to a request for comment on the incident.
The race on Tuesday is likely to be one of the toughest of Goldman’s career, with the latest poll from Emerson College showing him trailing Lander by 34 percentage points.
Lander, the former city comptroller, is a progressive who has repeatedly criticized Israel and Goldman’s ties to AIPAC, the pro-Israel lobby. Goldman has been endorsed by AIPAC, though he has not accepted direct AIPAC funding in his reelection campaign. Goldman has consistently voted for military aid packages to Israel, while Lander supports a blanket ban on military aid, including for Israel’s Iron Dome defense system.
The two Jewish Democrats agree on many other issues, such as fighting President Donald Trump’s crackdown on immigration. Before running for Congress, Goldman, as a lawyer, was the lead counsel in the 2019 successful U.S. House of Representatives impeachment of Trump. The Senate acquitted Trump.
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