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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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With the last hostage released, is American Jewish unity over?
When the remains of the last Israeli hostage in Gaza returned to Israel this week, Scott Spindel, a lawyer in Encino, Calif., finally took off the thick steel dog tag he had put on after the Hamas attack of Oct. 7, 2023.
His friend Lauren Krieger, an orthopedic surgeon, did the same. And he pulled down the last of the names of the hostages remaining in Gaza that his wife, Jenn Roth Krieger, had placed in the window of their Santa Monica home.
During the nearly 28 months that Israeli hostages remained in captivity in Gaza, Krieger, 61, and Spindel, 55, consistently argued over Israel’s war in the strip.
“Lauren would say that we probably were a little too extreme,” Spindel, whose daughter serves in the IDF, told me in a telephone interview. “I don’t think we blew up enough buildings.”
But those differences paled beside their mutual concern over the fate of the hostages.
“Unfortunately,” said Spindel, “it took tragedy to pull us together.”
So it was across the American Jewish landscape. Then, the body of Staff Sergeant Ran Gvili, the 24-year-old Israeli police officer killed on Oct. 7 and taken by Hamas terrorists back into the enclave, was returned to Israel — the last of the hostages to come home.
Jews from across the political spectrum unpinned yellow ribbon buttons from their lapels, removed the hostage posters from their synagogues, and folded up and put away the blue-and-white flags displayed as a symbol of the missing Israelis.
The marches and vigils American Jews held on behalf of the hostages — small but meaningful echoes of the mass rallies that roiled Israel — came to a quiet halt.
Jewish unity is forged in adversity. Without it, we are apt to find enemies among ourselves. And as painful as the hostage saga was, it unified an otherwise fractious American Jewish community in a time of crisis.
Without that common concern, are even deeper rifts our future?
“As committed and connected as we were,” said Spindel, “it doesn’t change the fact that we also were still divided about solutions.”
A family in distress
Across the United States, synagogues of all religious and political bents regularly joined in the same Acheinu prayer for the release and return of the hostages.
“Our family, the whole house of Israel, who are in distress,” the prayer begins — a wholly accurate summation of the totality of Jewish concern.
Surveys showed that the hostages unified American Jews even when Israel’s Gaza campaign divided them. An October 2025 Washington Post poll found that a plurality of American Jews disapproved of Israel’s military actions in Gaza — but a whopping 79% said they were “very concerned” about the hostages.
There have been other moments in recent Jewish history when calamity created unity. The 1995 assassination of Prime Minister Yitzhak Rabin, for instance, brought together the vast majority of American Jews in mourning, even those who opposed his policies.
And, of course the brutal Oct. 7 attack, which claimed almost 1,200 lives, created a near-universal sense of shock and sorrow.
But the hostage crisis may have had an even deeper emotional — and perhaps political — impact.
“Even for people who were not affiliated Jewishly, those hostages struck a deep, deep chord,” Krieger told me. “It felt personal. I don’t think we’ve had that level of collective trauma in our lifetimes in that same way.”
And a family divided
The hostage crisis bonded American Jews to one another, and to their Israeli counterparts, at a time when enormous political rifts were opening within their communities.
In the U.S., as in Israel, there were sharp disagreements over Prime Minister Benjamin Netanyahu’s conduct of the war and whether he was even prioritizing the hostages’ safety.
And the encampments and protests against the war at college campuses — in which many Jewish students participated, and to which many others objected — created even deeper divisions over support for the Jewish state.
But if the hostage issue didn’t erase such differences, it muted them. Krieger and Spindel could frustrate each other in conversations about the conduct of the war, or American support for it. But in the end, they were both in that 79% that the Washington Post poll identified.
What will hold them — and the rest of us — together, now?
The hostage crisis provided something history unfortunately bestows upon Jews with regularity: an external enemy that transcended ideological differences. With it gone, American Jews return to what they’ve always been — a community bound by tradition, and riven by politics.
Krieger and Spindel have already resumed their arguments. But even though the dog tags are gone, they’re both still wearing Jewish stars on silver chains around their necks. When someone admires Krieger’s, he takes it off and gives it to them. He buys his metal stars in bulk on Amazon, and has given away dozens since Oct. 7.
“I want people to feel like I do,” he said, “like we’re a peoplehood worth cherishing.”
Worth cherishing — even though we can’t agree on much else.
The post With the last hostage released, is American Jewish unity over? appeared first on The Forward.
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Iran President Says Trump, Netanyahu, Europe Stirred Tensions in Protests
Amnesty International Greek activists and Iranians living in Athens hold candles and placards in front of the Greek Parliament to support the people of Iran, in Athens, Greece, January 30, 2026. Photo: REUTERS/Louisa Gouliamaki TPX IMAGES OF THE DAY
Iranian President Masoud Pezeshkian said on Saturday that US, Israeli and European leaders had exploited Iran’s economic problems, incited unrest and provided people with the means to “tear the nation apart” in recent protests.
The two-week long nationwide protests, which began in late December over an economic crisis marked by soaring inflation and rising living costs, have abated after a bloody crackdown by the clerical authorities that US-based rights group HRANA says has killed at least 6,563, including 6,170 protesters and 214 security forces.
Iranian Foreign Minister Abbas Araqchi told CNN Turk that 3,100, including 2,000 security forces, had been killed.
The US, Israeli and European leaders tried to “provoke, create division, and supplied resources, drawing some innocent people into this movement,” Pezeshkian said in a live state TV broadcast.
US President Donald Trump has repeatedly voiced support for the demonstrators, saying the US was prepared to take action if Iran continued to kill protesters. US officials said on Friday that Trump was reviewing his options but had not decided whether to strike Iran.
Israel’s Ynet news website said on Friday that a US Navy destroyer had docked at the Israeli port of Eilat.
Trump, Israeli Prime Minister Benjamin Netanyahu and Europeans “rode on our problems, provoked, and were seeking — and still seek — to fragment society,” said Pezeshkian.
“They brought them into the streets and wanted, as they said, to tear this country apart, to sow conflict and hatred among the people and create division,” Pezeshkian said.
“Everyone knows that the issue was not just a social protest,” he added.
Regional allies including Turkey, the United Arab Emirates, and Saudi Arabia have been engaging in diplomatic efforts to prevent a military confrontation between Washington and Tehran.
The US is demanding that Iran curb its missile program if the two nations are to instead resume talks, but Iran has rejected that demand.
Foreign Minister Araqchi said in Turkey on Tuesday that missiles would never be the subject of any negotiations.
In response to US threats of military action, Araqchi said Tehran was ready for either negotiations or warfare, and also ready to engage with regional countries to promote stability and peace.
“Regime change is a complete fantasy. Some have fallen for this illusion,” Araqchi told CNN Turk. “Our system is so deeply rooted and so firmly established that the comings and goings of individuals make no difference.”
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CBS News Chief Weiss Touts Commentator Push, Draws Mixed Reaction in Newsroom
FILE PHOTO: Bari Weiss speaks at the 2022 Milken Institute Global Conference in Beverly Hills, California, U.S., May 3, 2022. REUTERS/Mike Blake/File Photo
Three months into her tenure, CBS News Editor-in-Chief Bari Weiss presented a vision this week to revitalize the nearly century-old broadcaster, in part by applying the same formula that fueled the rise of The Free Press – recruiting commentators who offer observations about news, politics and culture.
From adding 19 new commentators, including some drawn from The Free Press ranks, to introducing new podcasts, newsletters and live events, employees were variously energized or skeptical of the ideas presented by CBS’ new boss. Weiss’ notions about how to thrive in a post-Walter Cronkite era struck some as in conflict with the stated mission of doing great journalism, according to seven current and former CBS News employees and industry insiders.
In her presentation, Weiss also envisioned a galaxy of cross-platform stars, like New York Times columnist and CNBC host Andrew Ross Sorkin, whom she highlighted with a meme: “Sorkining.” The Dealbook founder is the author of several business books, executive producer of the Showtime series “Billions,” and maestro of the New York Times premiere live event, and a Davos fixture.
“It’s like saying ‘Hey, Hollywood. Why can’t you just be like Leonardo DiCaprio?’ If people knew how to bottle that magic and make someone a star, they would do it,” said a former CBS employee.
An industry veteran said the idea suggested a lack of appreciation for the power of television, which has been making stars for generations: among them “CBS Evening News” anchors Dan Rather, Connie Chung, Walter Cronkite and Katie Couric.
The 41-year-old Weiss, who has no broadcast experience and has been described as a distant leader by six current and former CBS News sources, now has to deliver on her promise of capturing new and younger viewers – including political independents who don’t see themselves reflected in mainstream media. It is a daunting undertaking that has hobbled executives across broadcast and cable, including former CNN chief Chris Licht, ousted in June 2023.
One supporter sees the charismatic Weiss as a modern-day Katharine Graham, the legendary publisher of the Washington Post, who was undermined by underlings when she took over in 1963. Graham transformed the paper and led it through its Watergate-era heyday, and generally left editorial decisions to Executive Editor Ben Bradlee.
A current staffer, speaking on background, said, “People are saying, ‘Let’s give her a chance’ … I want to see her succeed. If she succeeds, we all succeed.”
CBS News and Weiss did not immediately respond to requests for comment.
PRIORITIES FOR CBS NEWS
Weiss, a former opinion journalist and media entrepreneur, joined CBS after parent Paramount owner David Ellison bought her five-year-old media company, The Free Press, for $150 million in October.
Some see Weiss’ playbook of expanding CBS’s journalism ranks with commentators as conflicting with other initiatives including breaking news and landing deep investigative stories, according to three current and former CBS News staffers and an industry veteran.
“There’s nothing wrong with that,” said the former employee. “But is that what a news division is or are they craving something completely different? That’s fine but don’t pretend it’s a news division.”
Another current CBS News staffer talked about past failures to capitalize on new ways of reaching the audience, such as leveraging the power of the Paramount+ streaming service to promote news shows, observing, “We have done a wretched job of being on the internet.”
Weiss is also attempting to change the news network’s political orientation, appealing to a wider cross-section of Americans, according to her remarks Tuesday. Weiss said she wants CBS News to reflect the friction animating the national conversation.
In broadening its perspective to include more diverse viewpoints, CBS News could ultimately lay claim to the uncharted ground for a center-right broadcaster, said Integrated Media Chief Executive Jonathan Miller, a veteran media executive who has held senior positions at News Corp and AOL.
“We need to commission and greenlight stories that will surprise and provoke – including inside our own newsroom,” Weiss said in her address to employees. “We also have to widen the aperture of the stories we tell.”
On that front, CBS has had mixed results so far. Earlier this month, “CBS Evening News” broadcast a widely panned segment featuring U.S. Secretary of State Marco Rubio in various meme-like situations, saluting him as “the ultimate Florida man.”
EARLY SUCCESSES
It has also seen successes, including Lesley Stahl’s interview with Trump son-in-law and Middle East advisor Jared Kushner and Special Envoy Steve Witkoff, within a week of brokering a peace deal between Israel and Hamas, and Norah O’Donnell’s “60 Minutes” interview with Trump. Paramount paid Trump $16 million to settle a lawsuit over its editing of an interview with his White House rival, former Vice President Kamala Harris.
It landed journalistic scoops, including interviewing the man who charged one of two gunmen who attacked a Jewish community gathering in Sydney, and exclusive video of Alex Pretti, the man killed by Border Patrol in Minneapolis, reading a tribute to a veteran who died in 2024.
Weiss announced that the network would bring in contributors with expertise in politics, health, happiness, food and culture, whom she encouraged staffers to use on-air. The roster includes Free Press columnist Niall Ferguson of the conservative Hoover Institution, as well as Casey Lewis, a former Teen Vogue and MTV editor who writes about youth culture.
“It’s great to have younger people, a diverse demographic and diverse ideology represented,” said Kathy Kiely, the chair in Free-Press Studies at the Missouri School of Journalism. “Newsrooms can’t do a good job unless we have that diversity in our ranks. What worries me is the emphasis on opinion over primary-sourced, reported facts.”
Weiss emphasized making content available online before it airs on TV to reach more viewers. CBS has long been in third place behind rivals ABC and NBC and, like most mainstream media, is struggling with audience declines as consumers migrate to social platforms.
Pew Research estimates about one-third of all adults get at least some news from podcasts. CBS News does not appear among Spotify’s or Apple’s rankings of the top 50 news podcasts.
One former employee expects the digital-first goal to be complicated because CBS hasn’t devoted sufficient resources to helping correspondents or anchors curate their social media presence or re-edit television interviews for YouTube or streaming.
Weiss encouraged staffers to think of the news organization as the best-capitalized media startup in the world.
“We are in a position, with the support of all of the leadership of this company, to really make the change we need.”