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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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Spike Lee, Kyrie Irving wear pro-Palestinian outfits to NBA All-Star Game featuring first Israeli player
(JTA) — Deni Avdija scored five points and made four assists and one dunk in his first NBA All-Star Game — the first All-Star appearance ever for an Israeli player.
But while Avdija’s Team World squad fell short against the league’s top American players, his appearance continued to generate excitement for Israelis, who have viewed his success on the court as a matter of national pride.
Avdija’s jersey featured an Israeli flag on the back, in keeping with the uniform for Team World.
“I feel like when I come to play, I come with the entire nation, and it’s fun to show that it’s possible, even for a small country like us,” he said during a postgame press conference, in which most questions were asked and answered in Hebrew.
Lebron James, too, was asked by an Israeli reporter about Avdija’s performance and about Israel during his own postgame availability.
“I hope I inspire people over there not only to be great in sports, but to be better in general in life,” James said. “Hopefully, someday I could make it over there. Like I said, I’ve never been over there, but I’ve heard nothing but great things. I appreciate the question.”
Some cultural events featuring prominent Israelis since the start of the war in Gaza have been subject to anti-Israel demonstrations. There were no disruptions at the All-Star Game, but two prominent fans wore outfits designed to show pro-Palestinian solidarity.
The filmmaker Spike Lee wore a Palestinian flag-inspired outfit, with a keffiyeh-patterned sweater and flag badges on his bag strap.
The basketball player Kyrie Irving, meanwhile, wore a T-shirt that said “PRESS” on the front. The shirt, produced by the company Wear the Peace, says inside that it is “dedicated to our beloved journalists in Gaza showing the world the truth.” Irving had previously worn the shirt to another NBA game.
Irving, who was not playing in the All-Star Game, was traded to the Dallas Mavericks from the Brooklyn Nets in 2023 shortly after promoting an antisemitic film on his Twitter account and at first refusing to apologize for the tweet.
The post Spike Lee, Kyrie Irving wear pro-Palestinian outfits to NBA All-Star Game featuring first Israeli player appeared first on The Forward.
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As the last generation of Holocaust survivors die, is AI the future of Holocaust education?
At a Brooklyn synagogue on a recent Monday afternoon, a video of Holocaust survivor Sonia Warshawski played on a two-foot-tall box. Seated in a leopard-print chair, her hands folded in her lap, Warshawski blinked and nodded her head expectantly on a continuous loop.
“Did anyone else from your family survive?” a Hebrew school student asked the AI-powered avatar.
The video cut to a separate clip. Warshawski said she and her sister had survived. Her brother, mother and father did not.
Warshawski, who survived three concentration camps and ran a tailoring shop in Kansas City until 2023, had made it part of her life’s mission to tell her story wherever she could. She spoke with students, filmed the 2016 documentary Big Sonia about her life, and was even a guest speaker at a local prison.
But Warshawski knew she wouldn’t live forever. So in 2021, with the help of the interactive media company StoryFile and her granddaughter’s production company, Inflatable Film, Warshawski recorded answers to hundreds of questions about her life, from “What do you remember about the death march?,” to “Why do you like leopard print so much?” Those answers were loaded into an AI-powered avatar of Warshawski that can converse through a video screen, which debuted as an exhibit at the Museum of Kansas City last year.
The technology also caught the attention of the Blue Card, a nonprofit that provides financial assistance to Holocaust survivors in need. The organization adapted it into a portable format and brought the virtual Warshawski to 20 schools and community centers across the New York area over the past year, with plans to expand nationwide. A parallel effort from the USC Shoah Foundation, called “Dimensions in Testimony,” also enables students to have conversations with virtual versions of Holocaust survivors.
The initiative reflects recognition that as survivors age, a model of Holocaust education built on firsthand testimony will be increasingly difficult to sustain. No lesson plan can match the impact of hearing directly from survivors, many of whom dedicate their golden years to speaking tours retelling their traumatic stories. But 90% of the world’s roughly 200,000 living Holocaust survivors are projected to die in the next 15 years. And for aging survivors — who have already lost so much of their lives to violence and deprivation — the weight of transmitting Holocaust memories to the next generation is a burden they cannot shoulder alone.
“It’s absolutely the future of Holocaust education,” said Masha Pearl, the Blue Card’s executive director. “It actually is as close as possible to hearing a live survivor speak.”
Warshawski’s story
Warshawski grew up in Międzyrzec, Poland, and was 17 years old when she and her family were forced into a ghetto. Sonia and her mother were deported to the Majdanek death camp, where she watched Nazis march her mother to her death via gas chamber. Warshawski was then sent to Auschwitz-Birkenau, where she was forced to spread her fellow prisoners’ ashes as fertilizer, and then to the Bergen-Belsen concentration camp, where she was shot in the chest on liberation day.
She recovered and met her husband, John, at the Bergen-Belsen displaced persons camp. The couple moved to Kansas City in 1948.
Using AI technology, students can ask the virtual Warshawski about all of those harrowing moments — with the added benefit that the real-life Warshawski only had to recall them once.
Many survivors “suffer from depression and PTSD, and it’s very difficult for them to recount these extremely painful experiences,” Pearl said. “This actually bypasses that in a way.”
The interactive element is also engaging for kids, Pearl said. At the Conservative synagogue Temple Sholom, after watching Big Sonia, nearly all 25 students ages 10 to 13 — half from the parochial school at the church across the street — raised their hands to ask the virtual Warshawski a question. A few students stayed after the programming had formally ended to ask more.
“It’s the same thing I heard from my uncle’s great grandpa,” said fifth-grader Noah Stein, who attends Hebrew school at Temple Sholom. “It’s amazing — I’ve never seen something like that.”
An imperfect technology
Warshawski, now 100 years old and still going strong, celebrated her birthday in November at a party with more than 1,000 people. But she doesn’t have as much energy as she used to and was unavailable to interview for this piece. So I interviewed her avatar instead.
My question — how she felt about her memory being preserved through AI — triggered an unrelated response.
“After we left [Majdanek], there were still people there, and I must tell you, one day when I was…”
“Can we pause this?” said Rechan Meshulam, special projects director at the Blue Card, who operated the technology at Temple Sholom.
Meshulam said the system had not matched my question to the correct response. She then manually selected the closest question, “Are you glad that you recorded this with StoryFile?”
“I feel this is a very important thing for the people in the world, not to forget and [to] read more about it. Read more history,” Warshawski said. “I’m very grateful that I had a chance to do it. I am thanking the Almighty for it, to give me the strength still to go on.”
The initial mismatched response illustrated the technology’s limits: Warshawski can only answer questions that StoryFile asked her during the original interview in 2021. If a question is similar enough, the AI is designed to redirect Warshawski to the appropriate answer. But this didn’t seem to work in practice. Whenever a student asked a question outside the suggested question bank, operators had to ask the student to rephrase — or pause Warshawski and jump in with their own knowledge about her story.
But according to Pearl, the limited scope of questions is a feature, not a bug. Limiting Warshawski to questions she actually answered prevents her words from being taken out of context or misconstrued, Pearl said.
“Sonia cannot tell you what the weather is today, what her thoughts are on politics — anything that’s really current,” Pearl said. “She can only speak to her experience.”
Not everyone draws the same line. Last year, a Utah-based tech startup called SchoolAI drew controversy for its AI-generated version of Anne Frank, which spits out responses that Frank never wrote herself. Henrik Schönemann, a German historian who tested the chatbot, found AI-Frank avoided holding Nazis responsible for her death and spun her story in an overly positive light.
“How anyone thinks this is even remotely appropriate is beyond me,” Schönemann posted to social media, adding that the technology “violates every premise of Holocaust-education” and amounted to “a kind of grave-robbbing.”
SchoolAI, which also offers the ability to chat with historical figures such as Alexander Graham Bell and Frederick Douglass, said it was implementing additional safeguards to help characters more directly address difficult questions.
I asked SchoolAI’s Anne Frank chatbot about how Frank feels about comparisons between ICE agents and the Gestapo. She didn’t take the bait.
“That’s a difficult question. When I lived in hiding, the Gestapo and police searched for people like us because of who we were, not because we had done anything wrong. I was always afraid,” AI-Frank wrote. “I believe it’s important to treat people with humanity and fairness, no matter their situation. What matters most is how we treat one another, especially those who are vulnerable.”
Yet even with careful control over the accuracy of testimony, some educators are uncomfortable with the idea of immortalizing Holocaust survivors in an interactive form.
In a research paper titled “Creating the ‘virtual’ witness: the limits of empathy,” Corey Kai Nelson Schultz argues that digital versions of Holocaust survivors can have the effect of undermining empathy. Viewers may treat the avatars more like virtual assistants than people, he wrote, and could be tempted to gamify the experience or test the technology’s limits.
Schultz told the Forward he prefers more traditional forms of Holocaust education — seeing artifacts like survivors’ shoes or toys, or watching video testimonies — mediums he believes better capture survivors’ humanity.
But the technology’s novelty was part of the appeal for Warshawski’s granddaughter, Leah, who directed Big Sonia — and said the AI component is just one more way to ensure her grandmother’s story lives on.
Warshawski “does authentically, passionately believe that everybody needs more education, and specifically, Holocaust education. And if this is the way to do it in the future, then so be it,” Leah told the Forward. “You know, ideally, everybody would be able to read more books.”
Pearl said the survivors she works with also have a different set of worries.
“We actually didn’t hear any ethical issues or concerns,” Pearl said. “The concerns that we heard were, Who will tell my story after I’m no longer here?”
The post As the last generation of Holocaust survivors die, is AI the future of Holocaust education? appeared first on The Forward.
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Board of Peace Members Have Pledged More Than $5 billion for Gaza, Trump Says
A drone view shows the destruction in a residential neighborhood, after the withdrawal of the Israeli forces from the area, amid a ceasefire between Israel and Hamas in Gaza, in Gaza City, October 21, 2025. Photo: REUTERS/Dawoud Abu Alkas/File Photo
US President Donald Trump said Board of Peace member states will announce at an upcoming meeting on Thursday a pledge of more than $5 billion for reconstruction and humanitarian efforts in Gaza.
In a post on Truth Social on Sunday, Trump wrote that member states have also committed thousands of personnel toward a U.N.-authorized stabilization force and local police in the Palestinian enclave.
The US president said Thursday’s gathering, the first official meeting of the group, will take place at the Donald J. Trump Institute of Peace, which the State Department recently renamed after the president. Delegations from more than 20 countries, including heads of state, are expected to attend.
The board’s creation was endorsed by a United Nations Security Council resolution as part of the Trump administration’s plan to end the war between Israel and Palestinian Islamist group Hamas in Gaza.
Israel and Hamas agreed to the plan last year with a ceasefire officially taking effect in October, although both sides have accused each other repeatedly of violating the ceasefire. According to Gaza’s Health Ministry, more than 590 Palestinians have been killed by Israeli troops in the territory since the ceasefire began. Israel has said four of its soldiers have been killed by Palestinian militants in the same period.
While regional Middle East powers including Turkey, Egypt, Saudi Arabia, Qatar and Israel – as well as emerging nations such as Indonesia – have joined the board, global powers and traditional Western US allies have been more cautious.