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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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In two controversial ads, a tale of how not to fight antisemitism — or support Israel
Multimillion dollar ad campaigns aimed at scaring Jews, or scaring others on Jews’ behalf, are not working.
They are not effectively combating antisemitism. They are not strengthening Jewish life. And they are not persuading Americans to embrace Israel or its government’s current course of action. They are, in fact, backfiring.
That was recently made clear in two very different contexts: A New Jersey Congressional race, and the Super Bowl. The reactions to two disparate ads — one attacking former Rep. Tom Malinowski, and one advocating an approach for fighting antisemitism that some found dated — sent the same message.
We Jews are tired. We are tired of being told that the only way to be Jewish in the United States is to defend Israel’s indefensible actions. We are tired of being blamed for every policy choice the Israeli government makes. We are in a precarious moment in history, possibly a pivotal one — and we are tired of being shown half-hearted solutions. We are tired of being afraid.
Fear is not a strategy. It is a reflex. And acting reflexively will not help us build a strong future.
A telling political miscalculation
The United Democracy Project, the super PAC affiliated with AIPAC, spent at least $2.3 million attempting to defeat Tom Malinowski in the race to replace now-New Jersey Gov. Mikie Sherill in the House of Representatives. Malinowski is no fringe critic of Israel. He is a longtime supporter of the Jewish state, who has said he would not deny the country what it needs to defend itself.
His only deviation from AIPAC orthodoxy was that he refused to rule out placing conditions on U.S. aid. For that, he became a target.
The AIPAC-backed ads themselves did not mention Israel at all. Instead, they criticized Malinowski for a vote on immigration enforcement funding during President Donald Trump’s first term, in a clear attempt to paint him as unreliable on domestic security issues. The goal, as a spokesperson for the PAC stated openly, was to push votes toward the group’s preferred candidate in the crowded primary.
Instead, Analilia Mejia, a left-leaning organizer who openly stated she believes Israel committed genocide in Gaza, surged to the lead. She declared victory on Tuesday.
In other words, after $2.3 million in negative ads, the candidate who most directly accused Israel of genocide appeared to benefit the most.
Many of AIPAC’s choices in this matter could be criticized, including their stance that openness to any conditions on aid is anti-Israel or worse, antisemitic. But perhaps the most important one was their decision to treat the issue of support for Israel as one that must be smuggled into a race under cover of unrelated issues.
If the case for unconditional support of Israel’s current government is strong, then why cloak it in ads about ICE? If such support is as morally and politically sound as its architects insist, it should be able to stand in the open.
The choice to obscure it suggests something else: that traditional, narrow support for the current Israeli government and its military campaigns no longer carries the traction it once did. Voters can sense when an argument is being rerouted through unrelated fears. And when they do, it breeds not persuasion but distrust.
Post-it advocacy
Then there was the Super Bowl.
An ad funded by Patriots owner Robert Kraft’s Blue Square Alliance Against Hate, formerly known as the Foundation to Combat Antisemitism, ran during the game. In it, a teenage Jewish boy walks down a school hallway, not knowing that someone has put a Post-it on his backpack reading “dirty Jew.” He looks small and isolated.
A larger Black classmate notices, covers the note with a blue square, then puts another blue square on his own chest in solidarity. The message is that allies can stand up to antisemitism.
But the image felt oddly untethered from the current moment. It asked viewers to see Jews primarily as vulnerable targets of crude prejudice. It did not speak to the nuance of Jewish life in America today. It did not grapple with the political entanglements or technological shifts shaping public debate. It flattened Jewish identity to an experience of persecution.
The same broadcast gave us a chance to understand the risks of that approach — of acting like minorities live in a state of constant endangerment.
Puerto Rican artist Bad Bunny headlined the halftime show with a performance that was an act of cultural declaration. His staging celebrated Puerto Rican life and heritage, in all its complexity. There were the sugar cane fields, where enslaved people were forced to labor before emancipation, turned into a site of essential but emotionally mixed heritage. There were joyful community scenes interspersed with critiques of infrastructural failure. He performed almost entirely in Spanish, ending with a roll call of countries across the Americas and a message of unity that transcended borders and expectations.
That was a radical act at a time when this country is rife with state violence largely targeting Spanish speakers from many of those countries. Immigration and Customs Enforcement raids, deportations, and threats against immigrants that have left families terrified and communities in crisis. Just days before his performance, Bad Bunny used his Grammy acceptance speech for Album of the Year to demand “ICE out,” a protest call to make clear that immigration enforcement’s brutality was unacceptable and dehumanizing.
The contrast could not be sharper.
Bad Bunny’s presence, his language choice, his celebration of heritage spoke to millions; it was the most-watched halftime show ever. It’s hard to imagine it being so successful if he had focused exclusively on the Latinx experience of persecution in the U.S.
Cultural vitality is an essential partner to moral clarity in building a stronger future. That building means saying no to violence, but also yes to life, even when it is complex and unsettled. It means joy. It means pride.
The AIPAC-funded ad against Malinowski and the Blue Square Alliance-funded one about fighting antisemitism made the same mistake. Fear alone does not persuade people to seek change. Faith in the good that life has to offer must be part of the picture.
In the classic Jewish text The Big Lebowski, Walter Sobchak delivers a vocal celebration of our identity. “Three thousand years of beautiful tradition from Moses to Sandy Koufax,” he says, “you’re goddamn right I’m living in the past.”
It’s a funny line. But it’s also a reminder.
We come from a civilization of argument, poetry, exile, reinvention, baseball heroes, mystics, storytellers, radicals, comedians, ping-pong hustlers and stubborn moral voices. We do not need to be reduced to frightened caricatures. We do not need to outsource our dignity for protection. We do not need to insist on adherence to dated principles in order to prove our belonging.
If we are going to invoke thousands of years of Jewish history, let it be the history of ethical wrestling, cultural creativity, and unapologetic presence. Let it be a Judaism that refuses both erasure and weaponization.
That is the Jewish future worth living for.
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Tucker Carlson, the Kennedy Assassination, and the Theater of ‘Just Asking’ About Israel
Fox personality Tucker Carlson speaks at the 2017 Business Insider Ignition: Future of Media conference in New York, U.S., November 30, 2017. Photo: REUTERS/Lucas Jackson
In one of Tucker Carlson’s recent Instagram reels, drawn from a conversation with far-left anti-Israel pundit Cenk Uygur, Carlson returned to a maneuver that has become central to his treatment of Israel and Jews.
Carlson noted references to Israel in the assassination files of John F. Kennedy and Robert F. Kennedy, and wondered aloud why some remain redacted more than 60 years later.
His guest, Cenk Uygur, supplied the line that Carlson basically asked for: “That’s almost an admission.”
Carlson widened the frame: Why do we keep seeing Israel [in these files]? Why are the lines blacked out? Why, he asked, are there two “monuments” in Israel to James Jesus Angleton, the CIA’s former counterintelligence chief?
Then came the disclaimer. Carlson says he opposes conspiracy thinking because it “drives you crazy.” But, he adds, “if you don’t tell people the truth, like what are they supposed to think?”
The performance is familiar. The host is merely “asking questions.”
But questions of this type are not requests for information. They are accusations regardless of the punctuation. They gesture toward a very nefarious destination, while preserving the speaker’s ability to claim he never quite traveled there.
And as with almost everything Carlson has written or said about Israel in the past few years, this series of “questions” is missing important information and is deeply misleading.
Anyone who has spent time with the Kennedy archives knows that Israel is hardly unique in attracting redactions. Black bars sit beside Mexico, Cuba, the former Soviet Union, Jordan, and a host of other countries. They exist for reasons that are often mundane: protecting sources, preserving methods, honoring liaison agreements, or shielding names that remain sensitive.
A redaction is not a confession. It is often paperwork.
Carlson should know this. Uygur should as well.
But this ordinary explanation, and the fact that many other countries have redactions in the Kennedy assassination files, would collapse the drama.
The “show” depends on persuading viewers that redactions related to Israel must mean something darker.
And so, evidence is withheld. Suspicion advances. Tone does the work that proof cannot.
This is not investigation. It is nefarious storytelling.
Then there is the Angleton insinuation.
Angleton oversaw counterintelligence and, among many responsibilities, managed relationships with allied services across Europe and the Middle East. His ties with Israel grew out of years of professional cooperation and personal familiarity.
Israel later honored him.
There is nothing extraordinary in that. Intelligence communities commemorate foreign officials who strengthen relationships and collaboration. Streets are sometimes named. Plaques are mounted.
Gratitude is not evidence of control. And commemoration is not proof of conspiracy.
To present routine diplomacy as something sinister is to convert normal statecraft into conspiracy.
Carlson’s particular gift (and grift) lies in inversion. He warns against conspiracism while practicing it. He performs reluctance while manufacturing certainty.
If conspiracy thinking corrodes those who consume it, as he says, one might imagine restraint before distributing it at scale.
But insinuation has become Carlson’s product. And it is not randomly distributed. It moves in one direction. The questions chosen, the contexts omitted, the raised eyebrows, the studied bewilderment — they point somewhere specific.
Toward Jews. Toward Israel.
There is never any actual evidence that Tucker provides. What remains are misleading hints elevated into conclusions, delivered with deniability and received, inevitably, by far too many, as fact.
History knows this propaganda method well. It is the politics of implication, the art of constructing guilt through repetition rather than demonstration. The speaker positions himself just outside the accusation while ensuring that the audience hears it clearly.
We know, in retrospect, what such machinery can produce.
The tragedy is not only that it is dishonest. It is that it works.
Micha Danzig is an attorney, former IDF soldier, and former NYPD officer. He writes widely on Israel, Zionism, antisemitism, and Jewish history. He serves on the board of Herut North America.
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Forverts podcast, episode 5: Jewish Education
דער פֿאָרווערטס האָט שוין אַרויסגעלאָזט דעם פֿיפֿטן קאַפּיטל פֿונעם ייִדישן פּאָדקאַסט, Yiddish With Rukhl. דאָס מאָל איז די טעמע „ייִדישע דערציִונג“. אין דעם קאַפּיטל לייענט שׂרה־רחל שעכטער פֿאָר איר אַרטיקל, „וואָס סע פֿעלט בײַ אונדזערע ייִדישע מיטלשולן.“
צו הערן דעם פּאָדקאַסט, גיט אַ קוועטש דאָ.
אויב איר ווילט אויך לייענען דעם געדרוקטן טעקסט פֿון די אַרטיקלען, גיט אַ קוועטש דאָ און קוקט אונטן בײַם סוף פֿון דער זײַט.
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