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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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‘The first time my band ever encountered such hostility’
[On Aug. 2, a performance by the klezmer band Dobranotch at a large folk festival in Galicia, Spain, was cut short when pro-Palestinian members of the audience began heckling the musicians and then throwing stones and other objects at them, targeting the band over recent concert appearances they made in Israel.
Afterwards, the festival organizers released a statement, explaining that they cancelled the concert out of concern for the musicians’ safety. The organizers also condemned the fact that “an event historically rooted in peaceful cultural exchange, community gathering, and musical celebration was disrupted by violence.”]
Dobranotch has a special connection with Galicia. In the early years of the band, we visited and performed there many times and developed a deep affection for its traditional music and culture. After many years away, we were glad to be invited back to perform at Festival de Pardiñas, a large local folk festival.
A few months before the event, the organizers informed us that the festival supported Palestine and that some members of the audience might display Palestinian flags. They asked how we would feel about this, given that our music is associated with Jewish culture. We replied that we had no objection, but did not want to be pressured into making political statements from the stage. This appeared to be fully understood.
We received a warm welcome, and the festival was well organized, with several thousand people in attendance. When we stepped onto the stage, a couple of Palestinian flags were visible in the audience. During our performance, more flags were attached to the barrier in front of the stage, and an enormous Palestinian flag was unfolded. A small but very vocal group at the front of the stage began chanting and held up handwritten signs demanding that we “say something about Palestine.”
I do not usually make political statements from the stage on behalf of the band. However, as the pressure continued to grow, remaining silent no longer felt possible. I therefore decided to share my personal views. I said that we are living through a period of growing polarization and radicalization in many parts of the world, visible in very different contexts, including the Israeli-Palestinian conflict, Russia’s aggression against Ukraine, and political divisions in the United States. My message was simple: We need to be kinder to one another.
But the pressure only intensified. They wanted me to speak more, and they tried to hand me a Palestinian flag to wave from the stage. I tried to explain that, in my view, the Israeli-Palestinian conflict is complicated — and the moment I said the word “complicated,” the crowd erupted.
I wanted to continue my statement, but I was not given the chance to do so.
A group of people shouted, insulted us and made hostile gestures. A person carrying a flag managed to get onto the stage. Objects began flying towards the stage, including stones. One of my fellow musicians was hit by a stone. At that moment, we realized that the situation had crossed a line and decided to stop the concert.
escândalo em Pardinhas, algum sionista no palco pic.twitter.com/yh6JNZDZEY
— maNu 🌰 (@nuMaGz) August 2, 2026
As we were leaving the stage, someone from the festival team, obviously shocked by the situation, suggested that I simply say “Free Palestine” so the performance could continue.
I support the right of all people, including both Israelis and Palestinians, to live in freedom, dignity and safety. But repeating political slogans under pressure would have been both meaningless and unacceptable.
The organizers subsequently announced that the concert was being stopped for safety reasons and reiterated the festival’s support for Palestine.
After the concert, we discovered evidence suggesting that the protest had been planned and coordinated in advance. We found social-media posts published before the festival accusing us of having performed in “occupied Palestine,” apparently referring to a previous concert in Tel Aviv, and calling for a boycott of our performance.
This was the first time Dobranotch had encountered such hostility, whether as a group performing Eastern European Jewish traditional music or as anti-war emigrants from Russia. It is deeply regrettable and disturbing that such a radicalized and hostile atmosphere could have developed at a traditional culture festival.
The incident shows how difficult public discussion has become when artists are expected to repeat prescribed political formulas rather than being allowed to express a thoughtful position — or simply to choose not to make political statements from the stage at all.
We look with deep sadness at the amount of violence and radicalization in the world, and we wish for peace, safety and freedom for everyone. We believe that our music can do more to bring people together than political arguments ever could. This is where we want to focus our energy.
The post ‘The first time my band ever encountered such hostility’ appeared first on The Forward.
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After settling antisemitism claims, Columbia now faces lawsuit from Palestinian students
A group of current and former Palestinian students and faculty at Columbia University filed a lawsuit this week, alleging that the university discriminated against them because of their Palestinian identity and treated them less favorably than other students engaged in political advocacy.
Filed in New York State Supreme Court, the complaint accuses the university of encouraging the mistreatment of Palestinian students by holding “unfair and biased disciplinary hearings” and creating a “hostile and unsafe environment” following Hamas’ Oct. 7 attack on Israel that sparked university-wide protests and tensions on campus. The lawsuit alleges that the university “actively participated in and amplified the racially, ethnically, and politically motivated targeting of Palestinian students, staff, and faculty.”
The case is the latest in a string of legal battles born out of Columbia’s handling of campus protests. In July 2025, the Ivy League university on New York’s Upper West Side agreed to pay $21 million to settle charges by the Equal Employment Opportunity Commission that alleged a hostile work environment for Jewish employees as a part of its federal resolution agreement with the Trump Administration.
In February 2026, the university also settled with a group of Jewish plaintiffs that had alleged the university failed to protect them from antisemitism. As a part of that settlement, Columbia agreed to implement additional programming to address antisemitism.
The new lawsuit alleges that Columbia discriminated against Palestinian students by, among other things, retaining private investigators to surveil students involved in a March 2024 “Resistance 101” teach-in. The event featured Khaled Barakat, whom the U.S. State Department has identified as a leader of the Popular Front for the Liberation of Palestine, which the U.S. has designated a foreign terrorist organization. Following the event, the lawsuit states that six students were suspended from the university and evicted from Columbia housing.
The suit also accuses the university of failing to treat physical assaults of Palestinian students seriously, citing alleged incidents where keffiyehs were forcibly removed from Palestinian students, and an incident where a student sprayed a foul-smelling substance at pro-Palestinian demonstrators in January 2024.
That incident was initially investigated by the New York Police Department as a possible hate crime, with some claiming that the substance was a military grade chemical weapon, but Columbia later announced that the substance was a legal, non-toxic novelty fart spray. The students involved were suspended, but eventually reached a settlement with Columbia after arguing that they had wrongfully portrayed the incident as a chemical attack rather than a “harmless expression of his free speech.”
It also challenges Columbia’s decision to call in New York police to clear protest encampments and arrest demonstrators in the spring of 2024.
Plaintiffs include lecturer and former anthropology student Hadeel Assali, who allegedly canceled her classes so that students could attend Pro-Palestinian protests and who made headlines earlier this year when she gave a talk at the City University of New York’s law school called “The Underground in Gaza.” That lecture, and her dissertation at Columbia overseen by Mahmood Mamdani, father of New York City Mayor Zohran Mamdani, sought to examine “the history and usage of tunnels in Gaza, focusing on land use and social organization in resistance to colonization,” apparently referring to the Hamas tunnel network.
Other plaintiffs include Bahia Munem, a former lecturer at Columbia’s Center for the Study of Ethnicity and Race; Mahdi Sabbagh, a Ph.D. student; Maryam Alwan, who graduated from Columbia in 2025 and was a student leader in the pro-Palestinian movement who was arrested during the encampment protests; and Layla Saliba, who earned a master’s degree in social work from Columbia in 2025.
In April 2025, the Columbia office of Institutional Equity investigated Saliba and Alwan for their role in writing an op-ed in the campus newspaper Columbia Spectator that called on the university to stop admitting Israeli students who had served in the Israel Defense Forces. The university later dropped its investigations into the two activists.
The lawsuit seeks monetary damages under New York City Human Rights Law, which prohibits discrimination or harassment based on race, creed, national origin, immigration status, or citizenship.
Columbia University did not immediately respond to the Forward’s request for comment.
The post After settling antisemitism claims, Columbia now faces lawsuit from Palestinian students appeared first on The Forward.
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Francesca Hong, pro-Palestinian democratic socialist, polling far ahead in Wisconsin governor’s race
(JTA) — One week after notching a significant primary victory in a Midwestern purple state, pro-Palestinian progressives are looking to repeat their success in Wisconsin.
The Badger State’s chaotic Democratic primary for governor ends Tuesday with state Rep. Francesca Hong, a democratic socialist, polling comfortably in the lead. Despite the best efforts of the state’s Democratic establishment, and the concerns of Wisconsin Jewish groups, Hong appears well positioned to win the primary — leaving many in the state concerned about her electability in the general.
Hong’s record on Israel and antisemitism is of concern to Wisconsin Jews, as well as Democratic figureheads more broadly. She has appeared on livestream fundraisers with Hasan Piker, the left-wing strident Israel critic who has also rallied with Hong, as well as twice with Michael Beyer, a.k.a. “Mike from PA,” who has called Jewish identity “a constructed ethnicity, this demonic ethnicity, wholly invented.”
On one of her appearances with Beyer, Hong urged constituents to fundraise for people on the “front lines in Gaza.”
A poll of likely voters one week before the race, conducted by nonpartisan outlet State Navigate, showed Hong with a commanding lead. Forty-four percent of those surveyed said they favored Hong, twice the total who backed Milwaukee County Executive David Crowley, the next-closest candidate. Only 17% of the same voter sample said they identified as democratic socialists, possibly indicating that Hong — whose platform has emphasized working families, healthcare, and data centers — has found wider appeal beyond her movement.
The party’s left flank is buoyed by Abdul El-Sayed’s victory last week in the U.S. Senate primary in Michigan, and hopes that a repeat success is possible in a neighboring Great Lakes state with a similarly purple voting bloc. But El-Sayed performed far short of the comfortable victory many polling outlets had predicted, squeaking a winning margin of just under 1%.
That may not be the case this time. Polling from Marquette Law School, considered the gold standard in the state, has also consistently shown Hong with a wide lead. Despite entering the race with little name recognition, Hong has benefitted from both a national progressive populist push and a crowded, musical-chairs Democratic field that burst with seven candidates at its peak.
The race has today whittled down to four candidates, with Crowley having re-entered the field after previously suspending his campaign. The flip came after Lt. Gov. Sara Rodriguez, the preferred candidate of Crowley and many other institutionalist Democrats, dropped out of the race following an accounting scandal. Former Lt. Gov. Mandela Barnes, the party’s 2022 U.S. Senate nominee and a once-promising figure in the state, also dropped out after failing to gain traction.
During her campaign, Hong apologized for having called the police on a vandalized Israeli flag in her district in December 2023, which at the time she had called “highly antisemitic” and urged to be investigated as a hate crime.
Explaining why she now regrets making the call, Hong recently told the Milwaukee Journal Sentinel, “The image was cropped and incomplete to misrepresent anti-Zionism as antisemitism – a distinction I take seriously.”
Hong’s impact on Israel policy as governor of Wisconsin would be limited. But she has called Israeli Prime Minister Benjamin Netanyahu’s government “genocidal” and pushed the state to overturn a ban on government contracts with businesses that boycott Israel. She has also criticized Wisconsin’s current moderate Democratic governor for backing the International Holocaust Remembrance Association’s controversial definition of antisemitism.
Hong’s general-election success may hinge on the broader electorate’s views of the Democratic Socialists of America. This week a co-chair of the DSA drew further concern from Jewish Democrats after appearing in a viral interview on The New Yorker’s podcast. Megan Romer called the Oct. 7, 2023, Hamas attacks in Israel “largely inevitable” and said she “probably would have” joined a pro-Palestinian rally in New York the day after the attacks if she’d been able to attend.
Prior to Oct. 7, Hong’s state house campaigns had expressed some positive feelings toward Jews and Jewish causes. In January 2023 her campaign sold a Hebrew-language shirt, with proceeds going to Jewish Social Services of Madison.
“Team Hong has upped our commitment to uplifting multiculturalism,” Hong’s campaign wrote on Twitter at the time. She included praise of the symbolic significance of the number 18 in Hebrew and of the Hebrew phrase “L’chaim.”
This article originally appeared on JTA.org.
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