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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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He sold a house to Justin Bieber. Now this LA investor has given Chabad $100M to build one of the world’s largest Jewish centers.
(JTA) — A Los Angeles real estate investor known for selling homes to celebrities has donated a $100 million office tower to Chabad, the global Orthodox Jewish outreach movement, to create what is slated to become one the world’s largest Jewish centers.
Alon Abady and his wife, Monique, transferred the 16-story, 300,000-square-foot complex at 9911 W. Pico Blvd. to Chabad of California, which plans to transform it into the Chabad Campus for Jewish Life.
The property sits in the Pico-Robertson neighborhood, the heart of Jewish Los Angeles, down the street from the Museum of Tolerance and near the Simon Wiesenthal Center, Fox Studios and, since 2023, the Ziegler School of Rabbinic Studies, a Conservative movement seminary.
Chabad officials say the building was appraised last fall at $103 million, making it one of the largest single gifts ever to a Jewish organization. The new campus is expected to serve as a regional hub for Jewish religious life, social services and education, as well as a global center for the Lubavitch movement’s worldwide network of emissaries.
The campus will include a synagogue, life-cycle venues, youth and senior programs, mental-health and social services, museums and support for Jewish students on college campuses, along with facilities for large communal and international gatherings.
“It will be an epicenter of Jewish life,” said Rabbi Chaim Nochum Cunin, one of the leaders of West Coast Chabad. “It will transform the landscape of Jewish life in Los Angeles and throughout the world.”
Abady, who works as a managing partner of Waterfall Bridge Capital, paid $35 million for the property in 2023 with plans to redevelop it. The current market value of $103 million reflects an appraisal by Partner Valuation Advisors conducted in September, according to Rabbi Motti Seligson, director of public relations for Chabad’s headquarters in Brooklyn.
Abady is best known for high-profile real estate deals in Los Angeles, including the $96 million purchase of the Sofitel Beverly Hills hotel in 2021. He has also been involved in a series of widely noted residential transactions, including buying and later selling Simon Cowell’s former Beverly Hills home and selling a property to Justin and Hailey Bieber.
The campus will rank among the largest Jewish institutions in the world. It will be smaller than Chabad’s 538,000-square-foot Menorah Center in Dnipro, Ukraine, but larger than most Jewish community centers in North America and comparable in scale to New York’s 92nd Street Y, which also includes residential and non-Jewish cultural facilities.
Abady said his gift reflects a long-standing relationship with Chabad that dates back to his family’s arrival in Los Angeles in the 1970s, when they were assisted by Rabbi Baruch Shlomo Cunin, Chabad’s West Coast director.
“This is a lifelong dream that also allows me to honor my parents and my children,” Abady said in a statement. “When my family immigrated to Los Angeles in the 1970s, Chabad was there for us. That was never forgotten.”
The announcement comes at a moment when many Jewish institutions are under financial strain. In Los Angeles, it follows the recent sale of the American Jewish University’s historic Bel Air campus. The 22-acre hilltop property was transferred in 2024 to Milken Community School, its neighboring Jewish middle and high school, and AJU’s rabbinical school, Ziegler, moved to Pico-Robertson.
While the final purchase price was not publicly disclosed, the sale was widely reported to be in the roughly $60 million range, allowing Milken to expand its campus as AJU consolidated its operations.
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Houston Texans linebacker Azeez Al-Shaair wears ‘stop the genocide’ eye black
(JTA) — In his postgame interview on Monday night, Houston Texans linebacker Azeez Al-Shaair said the things you’d expect to hear, like crediting his teammates for a dominant playoff win and praising his coach.
But on the Pro Bowler’s eye black was a message that you don’t see every day on ESPN: “STOP THE GENOCIDE.”
Al-Shaair, who is Muslim, has long been a vocal pro-Palestinian advocate.
In December 2023, as a member of the Tennessee Titans, Al-Shaair chose to support the Palestine Children’s Relief Fund through the NFL’s “My Cause, My Cleats” program.
“Given the recent events in Israel and Gaza, this nonprofit provides medical aid and essential supplies to children injured and left homeless by the bombings in Gaza,” he said in his entry about the charity.
Al-Shaair supported the same charity in 2024 and 2025 as a member of the Texans, and has worn cleats that read “FREE” on one side, referring to the “Free Palestine” movement, and “Surely to Allah we belong and to him we will all return” on the other. The cleats also featured the text, “AT LEAST 41,788 Palestinians killed, 10,000+ estimated to be under the rubble, 96,974 wounded.”
Al-Shaair has also signaled criticism for Hamas’ Oct. 7, 2023, attack on Israel that triggered the war in Gaza, about which he’s become an outspoken advocate on and off the field.
“I feel like it’s something that’s trying to be silenced,” Al-Shaair told the Houston news site Chron in 2024. “On either side, people losing their life is not right. In no way, shape or form am I validating anything that happened, but to consistently say that because of [Oct. 7] innocent people [in Gaza] should now die, it’s crazy.”
Al-Shaair was one of two active NFL players who signed onto the “Athletes for Ceasefire” letter, which called on President Joe Biden to call for a ceasefire in February 2024.
The Texans named Al-Shaair as their club winner for the 2025 Walter Payton Man of the Year Award, which recognizes “players who excel on the field and show exceptional dedication to uplifting their communities with consistent, positive impact.”
A post on the Texans’ website details Al-Shaair’s charitable work including support for homeless youth and adults, hosting a movie night at NRG Stadium for HYPE Freedom School students, and providing free tickets and food for students from the Muslim Organization of Sports, Socials and Education. His pro-Palestinian advocacy is not mentioned in the post.
While the linebacker has been vocal about his pro-Palestine views, Monday night’s postgame interview with Scott van Pelt — during which he said nothing about Israel or Gaza, but had an eye black message big enough to read during his close-ups — may have been his loudest form of advocacy yet, as it came shortly after a nationally televised playoff game on ESPN. Video of the interview has circulated on social media and drawn praise from pro-Palestinian activists.
“This is how you use your platform. Proud of you brother,” wrote Omar Suleiman, an imam and activist with over 1 million followers.
According to the NFL rulebook, players are “prohibited from wearing, displaying, or otherwise conveying personal messages either in writing or illustration, unless such message has been approved in advance by the League office.” The rule also states that the league “will not grant permission” to players displaying a message “to political activities or causes, other non-football events, causes or campaigns, or charitable causes or campaigns.”
The most notable case of political activism in the NFL in the last decade came when Colin Kaepernick, protesting police brutality, refused to stand for the national anthem. Kaepernick was not issued a fine or suspension by the NFL, though no teams signed him as a 29-year-old free agent, leading to debate over whether he was blackballed by the league for his stance.
Players have previously been fined for wearing eye black with personal messages, though they had not gotten league approval before their games. Al-Shaair has not been issued a fine.
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What the ‘synagogue of Satan’ slur tells us about Christian antisemitism
The man charged with arson in the burning of Beth Israel Congregation in Jackson, Miss., called the institution a “synagogue of Satan” in an interview with authorities, according to an FBI affidavit.
The phrase, originating in the New Testament book of Revelation, has been used in recent years to attack Jews, making its way into graffiti on Jewish institutions, antisemitic conspiracy theories and in far-right commentator Candace Owens’ criticism of Jewish figures.
But its meaning is not necessarily consistent: “Synagogue of Satan” has been used to refer to a supposed Jewish conspiracy to control the U.S. government, as a broad indictment of Jewish people as Satanic and as a narrow critique against Jewish people perceived as behaving badly. It has been used by Christian nationalists and by Nation of Islam leaders.
It remains unclear how the term made its way into the vocabulary of Stephen Spencer Pittman, who was arrested the day of the attack. Pittman, 19, followed dozens of Instagram accounts that share motivational Bible quotes and created a website promoting “scripture-backed fitness.” But his public social media activity apparently only turned antisemitic on Jan. 10, when he shared an antisemitic cartoon and confessed to setting fire to Beth Israel.
Origin of a slur
The book of Revelations, the last book of the New Testament, uses the phrase twice in a message of comfort to Jesus’ followers facing persecution, castigating “the synagogue of Satan who say that they are Jews and are not.” The implication is that the early Christians’ persecutors are perverting the meaning of Judaism to further their ends.
Christian scholars note that the author of Revelations was likely Jewish. Nevertheless, the phrase has come to serve as a catch-all to justify antisemitism by claiming that Jews are inherently Satanic, or out of favor with God’s plans for the world.
Its popularization as an antisemitic term may originate in the Christian Identity movement, a group of white evangelical extremists who believe that the true descendants of Adam are the white race, and the Jews are descendants of Cain — who in their view, is the offspring of Eve and Satan. The Christian Identity movement, which dates back to the early 20th century, peaked in the 1980s and 1990s, but it left a lasting impression on far-right theology.
The influential Evangelical leader Rev. Billy Graham — known as “America’s pastor” for his ubiquitous TV presence — infamously used the phrase in a 1973 conversation with then-President Richard Nixon, who at the time was complaining about Jews purportedly controlling the US media. (Graham apologized for his comments nearly 30 years later, after a recording of the conversation became public.)
Graham’s use of the term underscored a key connection between Christian Zionism and antisemitism. He told Nixon in that recorded conversation that while he supported Israel, Jewish people didn’t understand his real feelings about them, which is that there were two types of Jews: conservative ones who supported Graham and his ministry, and the “synagogue of Satan” — liberal-minded ones and especially Jews who worked in media.
Fuel on the fire
In recent years, the term has come to be applied more creatively. Controversial rapper Jay Electronica used it in a song in 2014. Nation of Islam leader Abdul Haleem Muhammad blamed the synagogue of Satan in 2016 for a supposed plot to de-masculinize American black men through marijuana. A group of neo-Nazi agitators that has flyered neighborhoods around the country with propaganda draped a banner over a Los Angeles freeway with the phrase in Oct. 2022.
If the term can be said to have a “power user” today, it would be Owens, the far-right commentator who has promoted a range of antisemitic conspiracy theories, including Frankism and the notion that Israel was behind Charlie Kirk’s assassination.
Owens has accused Jewish conservative commentator Ben Shapiro, Israeli Prime Minister Benjamin Netanyahu, Rabbi Shmuley Boteach, and “radical Zionists” of being members of the synagogue of Satan.
But Owens is merely one of a slew of right-wing agitators who have accelerated use of the term in recent months.
Andrew Torba, the chief executive officer of the far-right social media hotbed Gab, posted an entire essay last fall — titled “Naming the Synagogue of Satan” — saying Christendom was under threat because the US had been captured “with AIPAC donations” and “Hollywood propaganda.”
As recently as Dec. 2025, a far-right podcaster in Colorado called for the execution of Gov. Jared Polis and other Jewish state democrats, referring to them as “Synagogue of Satan Jews.”
Just a few weeks later, Beth Israel Congregation, the oldest synagogue in Mississippi, was slapped with the moniker the day it went up in flames.
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