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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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Antisemitism Exploding on the Far-Right: The Conspiracy Doesn’t Need an Event Anymore
Dan Bilzerian arrives at the Fashion Nova x Cardi B Collection Launch Party held at the Hollywood Palladium on May 8, 2019, in Hollywood, Los Angeles, California, United States. Photo: Xavier Collin/Image Press Agency/NurPhoto via Reuters Connect
In April 2026, Dan Bilzerian — a social media personality with 29.6 million Instagram followers — filed to run for the US Congress against incumbent Randy Fine (R-FL). Within 10 days, he had been interviewed across right-wing, left anti-imperialist, manosphere, and tabloid outlets, calling his Jewish opponent a “fat Jew” and naming “Jewish supremacy” as the greatest threat to America.
My team at NYU’s Center for the Study of Antisemitism collected and coded 3,000 YouTube comments under six of these video appearances. Across the six videos, 41 percent of comments were antisemitic. The lowest single video came in at 23.6 percent. Under TMZ, where the hosts pushed back on Bilzerian on camera, the figure reached 52 percent — the highest of the six.
These are not numbers consistent with the way online antisemitism has usually been studied — including in my own previous work.
Most digital antisemitism research, including the studies my team has run after the Capital Jewish Museum shooting, the Charlie Kirk assassination, the Bondi Beach attack, the Temple Israel Synagogue attack, and the White House Correspondents’ Dinner shooting, treats the discourse as event-driven. Something happens; comment sections respond. The highest antisemitism rate I have ever documented in those event studies sits in the 12 to 20 percent range.
Sadly, even Bilzerian’s quietest video outran the worst spike I have ever seen after a major attack. There is no event driving these numbers. There is just a candidate.
Online antisemitism is still being produced on the left, by Islamist actors, and by foreign malign-influence operations. None of that has gone away — and on the left in particular, the post-October-7 surge has not receded.
What has changed is that a second front has opened among right-wing influencers with mass audiences, and it is moving fast. Bilzerian comes from there. So did Candace Owens before him. So did Tucker Carlson.
Antisemitism and adjacent conspiracy narratives are now being normalized by these figures at an unprecedented pace, inside the broader Republican coalition, using platform infrastructures and institutional vehicles existing monitoring rarely even looks at.
Jewish institutions calibrated mainly to track the left or external state actors are now watching one front while a second one widens.
The pattern holds across audiences that have nothing else in common. Owen Shroyer is a former Infowars right-populist. George Galloway is a heterodox left anti-imperialist who was expelled from Labour in 2003 over his Iraq War statements. Sneako is a manosphere influencer and Muslim convert. Jimmy Dore is a left-populist commentator.
The antisemitism saturation is steady under all of them, because what is producing it is not the host or the audience but the speaker each is platforming. Under Galloway, a typical comment ran: “It is the Zionists in control of all our western governments that have promoted the illegal immigration issues we have all been experiencing for the past decade.” Under Sneako, where the title named “Jewish supremacy” directly, the wordplay register surfaced — “very Cohencidental,” “Cohencidence” — alongside lines like “anyone who shits on Jews is a legend.”
Under Jimmy Dore, where antisemitism reached 42 percent, the historical-authority register dominated: a Hitler quotation got 71 likes, with a reply reading, “Yes we owe that man AH a big apology.”
Bilzerian’s candidacy is more than a single bad actor. It is a convergence: manosphere reach built up over a decade — poker, weapons, wealth display — converted into a pre-loaded political audience; anti-establishment positioning that reads as left or right depending on the listener but is coherent only as anti-Jewish-power (anti-Trump, anti-AIPAC, anti-Iraq War, pro-Palestinian); eliminationist content visible across the comment sections, including Hadrian endorsements, death wishes referencing the Nova massacre directed at named Jewish commenters, and the line “FINISH THE JOB THIS TIME”; and a Republican primary as the institutional vehicle that cleared the FEC filing process without friction.
The TMZ result shows what happens when this baseline meets resistance. Hosts Harvey Levin and Charles Latibeaudiere did exactly what mainstream-media accountability journalism is supposed to do. They named “fat Jew” as antisemitic on camera. They challenged Bilzerian’s redirection toward Palestinians as the “real Semites.” They refused his pivot from his own rhetoric to attacks on Fine’s record. By the standards of on-camera adversarial framing, this was a textbook intervention. The replies came in at 52 percent antisemitic.
The mechanism is the finding. The audience did not register the host pushback as journalistic accountability. It registered the pushback as further evidence of the conspiracy Bilzerian was naming. TMZ co-founder Harvey Levin’s documented appearance in the Epstein files — a real fact in the public record — became the activation trigger. One commenter, with 30 likes: “the owner of TMZ is in the Epstein files and plays the victim. These people support actual genocide. They are using words as a shield.” Another, with 73 likes: “He would win with ease but I don’t think the tiny hats would ever allow him to run.” A Goebbels quotation circulated through six different stations of one mega-thread, accumulating endorsements at each stop — “based,” “my daddy.” Latibeaudiere, the Black co-host, was recoded as a racial subordinate to a Jewish boss: “his boss and co-partner is a Jue,” “he figures it’s better to be in the house than in the fields.” A single counter-comment in the entire 500-comment sample, detailed and factually correct, arrived sixteen days late and received zero likes.
The dominant strategy that Jewish institutions, journalists, and platforms have for handling antisemitic public figures is on-camera adversarial framing: bring them on, push back, make them defend the indefensible. The assumption is that the audience will absorb the pushback as suppression. The TMZ case shows this assumption breaking. When the audience has already been primed — by years of speaker supply on other platforms — to read the host as part of the system being challenged, adversarial framing does not suppress the saturation. It feeds it.
Antisemitism in this material is not one hate register among several. It is the organizing logic for the others. Anti-Black framings, misogyny, anti-Muslim and anti-trans rhetoric all appear under the videos — but not as parallel categories. They appear under the conspiracy frame, organized by formulations like “the media is run by Jews and pushes X.” Monitoring systems that track hate categories separately measure each layer in isolation and miss the architecture connecting them.
Two things follow.
For Jewish institutions: a Congressional candidate with 29.6 million followers and a steady four-in-10 antisemitism saturation in his comment sections is not a fringe figure. The fact that he can be interviewed on TMZ and the replies come out at 52 percent is not a journalism problem. It is a structural condition. Strategies that depend on the host’s standing to push back will fail when the audience has already coded the host as compromised. And the threat is now coming from a direction the field has been slow to map: the Republican coalition, mass-audience right-wing creators, and the convergence of manosphere reach with anti-establishment populism.
For those tracking online antisemitism: the methodology to see this exists. The bottleneck is not detection. It is the analytical assumption that antisemitism is something that happens around events. When the speaker is the event, the existing framework cannot register what is in front of it.
The FEC filing was processed without friction. The primary ballot will list a candidate calling a sitting Jewish Congressman a “fat Jew” on national television. Both of those institutional doors opened on schedule. The architecture passing through them did not announce itself as extremism, because by the time it arrived it was wearing the credential of a federal Congressional campaign.
Matthias J. Becker, PhD, is AddressHate Research Scholar at NYU’s Center for the Study of Antisemitism. He is the founder and lead of Decoding Antisemitism — now its successor project, Decoding Hate — Research Advisor to AddressHate, and Editor-in-Chief of Digital Hate Review.
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Iranian Rapper Releases Persian Remix of Israeli Song, Calls for Revenge Against Regime
British-Iranian rapper 021Kid in the music video for his Persian remix of the song “Harbu Darbu” (feat. Stilla & Ness). Photo: Screenshot
British-Iranian rapper 021Kid has released a Persian remix of the song “Harbu Darbu” by Israeli rap duo Ness & Stilla, and in the lyrics, he calls for the death of the Iranian regime forces responsible for the killing and oppression of their own people.
The rapper, whose real name is Tony Mohraz, sings in both Farsi and English in “Harbu Darbu,” which was originally released by Ness and Stilla in 2023 in response to the deadly Hamas-led terrorist attack in southern Israel on Oct. 7.
In the Persian remix, 021Kid calls for the destruction of Iran’s Islamic Revolutionary Guard Corps (IRGC), an Iranian military force and internationally designated terrorist group, as well as the Basij parliamentary force that operates underneath it. The regime uses the Basij to violently suppress protests and crush political opposition across the country.
The rapper, who was born in Tehran but now lives in the United Kingdom, also sings about Iranian leaders and senior military figures who have been killed in US and Israel strikes. He mentions by name Supreme Leader Ali Khamenei, Islamic Revolutionary Guard Corps-Qods Force Commander Qasem Soleimani, former Iranian Air Force Commander Aziz Nasirzadeh, and Brig. Gen. Amir Ali Hajizadeh, the commander of the IRGC Aerospace Force.
021Ki further targets the People’s Mojahedin Organization of Iran (MEK), an Iranian opposition group that has been persecuted by the regime and seeks its overthrow but was a US-designated terrorist group from 1997 to 2012.
“We don’t want mullah, neither MEK. Smoke ’em on site, show no mercy,” 021Kid raps in English. He then sings in Farsi, “I’m standing with Iran till the end … We get our country back, just watch.”
The song includes some Hebrew phrases as well. “My Persian Jews, Irani Chai and that’s why Am Israeli Chai,” 021Kid raps in the song. “I pull up Tel Aviv, Ma Nishma? [How are you?].”
The music video also features clips from Ness and Stilla’s music video for the Hebrew version of “Harbu Darbu.”
021Kid explained the intention behind his new song in an Instagram post.
“After what happened in Golders Green, London a few days ago where a Jewish man was stabbed — it’s a reminder that hate doesn’t just live online, it shows up in real life,” he wrote, referring to the antisemitic stabbing attack in which two Jewish men were injured in late April.
“Since January, the people of Israel & the jewish [sic] community have shown strength, resilience, and unity and solidarity standing next to us Iranians. As Persians and sons of Cyrus the Great we see it we respect it,” 021Kid further wrote on social media. “In times like this, real allies don’t stay silent. We stand together against hate, against violence, and for something bigger than politics — humanity, strength, and loyalty … From Persians to Israelis — we stand with you, to the very end AM IRANI CHAI & AM ISRAEL CHAI.”
In the original “Harbu Darbu,” released after the Oct. 7 attack in 2023, Ness & Stilla call for revenge against Hamas and Hezbollah, and threaten celebrities who voiced support for the terrorist groups or condemned Israel. The rappers name Hezbollah leader Hassan Nasrallah and top Hamas officials Mohammed Deif and Ismail Haniyeh, saying “every dog’s day will come.” All three have since been killed by Israel.
In 2024, Ness & Stilla claimed that were denied visas to enter the United States because of the song. The track also received backlash from pro-Palestinian activists who called for it to be removed from YouTube, claiming that it violated the platform’s harassment policies, but YouTube ultimately decided to let the song remain on its website.
Watch the music video for 021Kid’s “Harbu Darbu [Persian Remix]” featuring Ness & Stilla below.
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California man pleads guilty in 2023 death of pro-Israel protester
The man accused in the 2023 death of a pro-Israel protester will avoid a prison sentence after pleading guilty this week to all charges against him.
Loay Alnaji, 53, was at a pro-Palestinian protest in Ventura, California, in November 2023 when he allegedly struck a pro-Israel counterprotester named Paul Kessler with a megaphone. Kessler, who was 69, then fell, hitting his head on the pavement. He died several hours later, with the death ruled a homicide by blunt-force trauma.
Trial proceedings had been set to begin next week, with Alnaji facing up to four years in prison. But Ventura County Superior Court judge Derek Malan offered Loay Alnaji, 53, a deal on Tuesday that allowed Alnaji up to one year in jail followed by three years on probation.
Alnaji accepted the offer. His attorney, Ron Bamieh, told the Ventura County Star that Malan had determined “two old guys had a dispute and an accident happened.”
Alnaji pleaded guilty to the two counts against him — felony involuntary manslaughter and felony battery causing serious bodily injury — and admitted aggravating factors, namely that he used a weapon and that the victim was particularly vulnerable.
He will be sentenced June 25.
The plea deal was too lenient in the eyes of Kessler’s family — which wanted the maximum sentence, according to the Star — as well as Ventura County District Attorney Erik Nasarenko.
“Alnaji should be sentenced to prison for his violent behavior, and our office strongly objects to any lesser sentence,” Nasarenko said in a statement. “While no amount of punishment will ever fully account for the Kessler family loss, a prison commitment underscores the severity of this crime and will deter others from committing similar acts of violence.”
The Kessler family could not be reached for comment.
The guilty plea brings a tragic saga that began in the early days of the Israel-Hamas war closer to an end. Kessler and Alnaji were among 75 to 100 people who descended upon a busy intersection in Thousand Oaks — about 25 miles north of Los Angeles — for dueling protests related to the Israel-Hamas war.
What happened during the altercation remains unclear. Bamieh said Kessler put his phone in Alnaji’s face; when Alnaji swatted the phone away, the megaphone inadvertently hit Kessler’s face. (He also said Kessler had previously been diagnosed with a brain tumor, though the coroner has stated the tumor was not a factor in his death.) After Kessler’s fall, he was bleeding from the head and mouth, but was responsive at the scene and evacuated to a hospital. His condition worsened overnight and he died there early the next day.
Alnaji, who at the time was a computer science professor at Moorpark College, was placed on administrative leave by the school after his arrest and subsequent release on $50,000 bail.
Rabbi Noah Farkas, chief executive of the Jewish Federation of Greater Los Angeles, welcomed the guilty plea for what he called a “heinous crime.”
“While we would have liked a harsher sentence that better reflects the pain of the Kessler family, we respect the legal process,” Farkas said in a statement. “Our hope is that today’s news helps bring closure to his family and gives our community the ability to demonstrate safely.”
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