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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 mayor missed the Israel Day Parade. Many who went didn’t miss him.
(JTA) — The energy was palpable Sunday as thousands packed a dozen blocks of Fifth Avenue waving Israeli flags for New York’s annual Israel Day Parade. Organizers said the turnout was the largest in the event’s six-decade history.
The procession featured its usual mix of Jewish nonprofits, schools and synagogues marching to blaring Israeli music alongside parade floats sponsored by groups including Nefesh B’Nefesh, the UJA Federation of New York and the Maccabiah Games.
But this year’s parade, which was themed “Proud Americans, Proud Zionists,” unfolded amid growing political polarization over Israel and without New York City Mayor Zohran Mamdani, who became the first mayor in decades to skip the event.
For all the criticism Mamdani has received over his campaign pledge not to attend the event, many of those who did turn out told the Jewish Telegraphic Agency they were glad he wasn’t there.
“He doesn’t like us,” said Andrea Roman, who attended the parade wearing an Israeli flag cape and thought it was “good” that Mamdani hadn’t come. “Why should you be some place where you don’t like? He does not promote peace. This promotes peace, but of course he’s not going to be here.”
Jeremy Bell, 39, also said wasn’t bothered by the mayor’s absence – and that there were many more who felt as he did.
“I don’t think that he was really wanted here,” Bell said, adding, “I don’t want to be here with someone who doesn’t believe in our right to exist and obviously associates with people that don’t have our best interests in mind.”
Despite Mamdani’s absence, the event, known as the largest pro-Israel parade in the world, featured a lengthy roster of political officials and lawmakers. New York Gov. Kathy Hochul, New York Attorney General Letitia James, U.S. Senate Minority Leader Chuck Schumer and U.S. Rep. Jerry Nadler were among those in attendance, as were former New York City Mayors Eric Adams and Mike Bloomberg.
NYPD Commissioner Jessica Tisch, who on Thursday said that security preparations for the parade would be “the most extensive” that the NYPD had ever put together, also joined the festivities as an honorary grand marshal.
While many paradegoers said that they never considered staying home because of security concerns, several said they appreciated the presence of thousands of police officers and extensive barricades that blocked the streets surrounding the event.
“We are grateful that tens of thousands of participants and spectators were able to gather safely and proudly in the heart of New York City,” Mitchell Silber, the CEO of the Community Security Initiative, said in a statement. “Today’s success reflects the extraordinary planning, coordination, and professionalism of the NYPD and our law enforcement partners.”
That number was boosted in some cases by participants who said the mayor’s decision to skip the event factored into their own decision to come.
Karene Hermon, 22, said that while previously she would have been more “neutral” about attending, hearing that Mamdani had chosen not to come drove her to “be with my people.”
“I think it sends the wrong message,” Hermon said of the mayor’s refusal to participate. “I think we’re trying to come together, not separate people, regardless of … how you feel about a cause.”
First-time paradegoer Luis Margules travelled to the march from Pennsylvania. He said that he had come because it felt like “a moment to be with Israel.”
“This is my first parade, but I think this year it’s one of the most important ones,” Margules said. “I think the world doesn’t understand the situation with Iran and the Palestinians, and everything is blamed on Israel.”
Ofir Akunis, the consul general of Israel in New York, said in a statement that the parade “delivered a resounding answer to all those who hate Israel.”
“This year’s parade was an unprecedented demonstration of strength by New York’s Jewish community and the people of Israel,” Akunis said. “It sends a clear and unequivocal message: We are here to stay, and we are not going anywhere.”
But not all of the spectators Sunday were there in support.
While there was no large-scale protest visible during the parade, roughly 25 people demonstrated along the route to oppose the inclusion of a record delegation of roughly 10 Israeli Knesset members, including far-right Finance Minister Bezalel Smotrich and two members of National Security Minister Itamar Ben-Gvir’s ultra-nationalist Otzma Yehudit party.
As the delegation passed the demonstration, which was organized by the progressive groups Israelis for Peace and Friends of Standing Together New York, protesters shouted “shame” and “war criminals,” according to Tamar Glezerman, an organizer for Israelis for Peace.
“We were there to protest against the Israeli Knesset delegation, the largest of its size of all of the parades, that sent members of the coalition and the so-called opposition to do hasbara and march victoriously up a New York avenue,” Glezerman told JTA in a phone interview Sunday, using the Hebrew word for public relations.
While the focus of the demonstration centered on opposing the Knesset delegation, Glezerman added that “a parade that very much champions unexamined, unchecked and non-critical support of Israel is perhaps important for people here. It is not good for Israelis. It sure as hell isn’t good for Palestinians.”
Margules, in contrast, said that seeing the Israeli Knesset members pass by had made him feel “proud.”
“It’s good to know that even in these dark times we can still be together without violence, and we can disagree on many things, but we have to agree on something,” Margules said. “We are here because Israel exists.”
This article originally appeared on JTA.org.
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NY Democratic stalwarts show support for Israel even as Mamdani skips parade
(JTA) — Hundreds of Jewish leaders and New York politicians gathered early Sunday morning ahead of the annual Israel Day Parade to voice their support for the Jewish state, even as anti-Israel rhetoric has proliferated in elections across the United States.
“I stand before you as a proud Jew and a proud Zionist, and those of us who feel that way can never waver,” Rep. Dan Goldman, who is trailing primary challenger Brad Lander in the polls, said to a chorus of cheers. “It should not be momentous to say that, but unfortunately, in many ways, today it is.”
The annual pre-parade breakfast included a demonstration by New York Gov. Kathy Hochul of state power that will better defend Jewish institutions from anti-Israel protests that critics say have at times veered into antisemitism.
Sitting on stage at a desk flanked by a host of New York elected officials and Jewish nonprofit leaders, Hochul signed a statewide law establishing a 50-foot security “buffer zone” around houses of worship. The legislation is more expansive than a city-level law insulating houses of worship from protests that was passed without New York City Mayor Zohran Mamdani’s signature and was watered down after he expressed concerns about the bill.
Mamdani declined to participate in Sunday’s parade.
“We will not just march today in an act of defiance against those who say we have no right, we’ll also sign legislation that says no, we have the power, we have leaders in government who can make changes happen,” Hochul said.
Hochul, who is running for reelection, was not the only non-Jewish politician to join the pre-parade event hosted by the Met Council, a Jewish-run antipoverty nonprofit. Democratic New York Attorney General Letitia James and Republican Rep. Mike Lawler, both of whom are also running for reelection, spoke at the event.
James vowed that “antisemitism will not be tolerated in the state of New York as long as I am the attorney general.” She added, “It is not just the responsibility of the Jewish community to respond, it requires all of us to respond. To stand shoulder to shoulder, arm in arm with the Jewish community.”
Lawler took aim at antisemitism on the political left and right during his remarks, calling out Tucker Carlson, Marjorie Taylor Greene, Candace Owens and Hasan Piker by name.
“It is imperative, as elected officials, and there are a lot of elected officials in the room today, not just to be here, not just to say that we support a strong U.S.-Israel relationship, not just to speak out against antisemitism, but to root it out, to root it out by exposing the people in our own parties,” Lawler said.
Eric Goldstein, the outgoing CEO of the UJA-Federation of New York, thanked the public officials who showed up for joining in the Israel parade. He stressed, “We need to be open and public at this apolitical gathering to show our love for the one and only Jewish homeland.”
Mamdani’s refusal to participate, in contrast, has drawn condemnation from many Jewish leaders. Goldstein issued a scathing condemnation on Friday, writing in an open letter that the mayor’s absence is “simply the latest in a pattern of demonizing anti-Israel rhetoric and actions that continue to place the Jewish community of New York at greater risk.”
“Mr. Mayor, you cannot close your eyes to the deadly impact of this incendiary rhetoric that is playing out in Jewish communities across the world, from Bondi Beach to Boulder to Washington, D.C.,” Goldstein wrote.
Later Sunday morning, the organizer of the parade said that what really counted was those who did choose to come.
“Let’s give it up for all of our allies and supporters who are here, because that’s what matters, those who actually do show up,” Mark Treyger, the CEO of the Jewish Community Relations Council of New York, which organizes the parade, told the crowd as Jewish leaders and politicians gathered on a podium overlooking the parade route on Fifth Avenue.
“We march because of our unwavering, unflinching connection to the Jewish State of Israel,” he declared.
Senate Minority Leader Chuck Schumer also gave remarks from the podium before politicians including Hochul, James and New York City Council Speaker Julie Menin began marching down Fifth Ave to speakers blaring Israeli music.
“The Jewish people have yearned for a state of Israel, whilst experiencing the constant anxiety of knowing the place where they live could violently expel them at any moment, as happened again and again,” Schumer said. “We cannot, we must not go back to that era. I believe in the State of Israel. I support the State of Israel.”
This article originally appeared on JTA.org.
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For the first time, a kosher restaurant has won a Michelin star
(JTA) — As golden confetti rained down around him Thursday, Israeli chef Raz Shabtai broke down in tears and was embraced by his cheering staff.
Moments earlier, a livestreamed Michelin ceremony had announced that his Miami restaurant, Mutra, had become the first kosher restaurant ever awarded a Michelin star, long regarded as the highest honor in the restaurant industry.
“It’s a moment of joy, it’s a moment of pride, it’s a moment of relief, it’s a moment of confirmation,” Shabtai told the Jewish Telegraphic Agency Friday. “It’s not just about Mustra getting that star, but it’s about the entire Jewish community getting that, and I felt a lot of responsibility.”
Shabtai, who has worked in kitchens across New York and Israel, opened Mutra in February 2025, naming the kosher eatery after his Jerusalem-born grandmother whose cooking he said heavily inspires its menu.
“I really like to call the restaurant Jerusalem cuisine versus Mediterranean and Middle Eastern or Israeli or stuff like that, because the flavors that I’m trying to bring to the table, it’s flavors that came from memories and visiting in the market with my grandma,” Shabtai said. “I have to be very loyal to what my grandma fed me.”
A description of Mutra on the Michelin website praised the restaurant’s “show-stopping plate of beets in a pool of ajo blanco and topped with beetroot sorbet” and “signature lamb kebab with smoked aubergine cream and tomato oil.”
“Israeli Chef Raz Shabtai has brought his take on Middle Eastern cuisine to Miami,” the Michelin inspectors wrote. “Named for his grandmother, this is a place where snagging a seat at the chef’s counter is a must.”
The award places Mutra among the world’s most celebrated restaurants and marks a breakthrough for kosher cuisine, which operates under strict dietary rules. For Shabtai, who has kept kosher for more than a decade, the award proved that culinary excellence can thrive under those constraints.
“Kosher is a beautiful spiritual way of me to bond with God, and the limitation that he gave me, but yet to do amazing good food that everybody can eat,” Shabtai said.
The recognition arrived after months of suspense. Shabtai said that Michelin inspectors visited the restaurant several times before sending an email in February requesting information and photos about the establishment, a sign he said alerted them that they were under consideration.
For Noa Figari, Mutra’s director of operations who joined the team after first working as Shabtai’s real estate agent to find the Miami location, the announcement Thursday was a “release.”
“All the hard work that we put has been, you know, validated,” Figari said. “We carry a responsibility not only just for Raz’s cuisine, but for the whole entire Jewish community and kosher world we made history.”
Looking ahead, Shabtai said he hoped the achievement would inspire other kosher chefs.
“Be proud of where you’re coming from, get connected to those roots that you have,” Shabtai said. “Sometimes it’s not going to be a smooth sail. It’s okay, learn how to fix it, but believe in yourself. Don’t ever compromise, and don’t let other people compromise you.”
This article originally appeared on JTA.org.
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