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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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Turkey Court Ousts Opposition Leader in Latest Blow to Erdogan’s Challengers
Ozgur Ozel, leader of the main opposition Republican People’s Party (CHP), speaks to the media at party headquarters after a Turkish court dismissed a case seeking to remove him and annul the party’s 2023 congress, in Ankara, Turkey, Oct. 24, 2025. Photo: REUTERS/Efekan Akyuz
A Turkish court effectively ousted the main opposition leader Ozgur Ozel on Thursday, annulling the 2023 party congress that elected him chairman in a ruling that dealt a blow to President Tayyip Erdogan’s challengers and hit financial markets.
The appeals court annulled the congress over irregularities and ruled that former Republican People’s Party (CHP) Chairman Kemal Kilicdaroglu – a divisive figure within the party who lost to Erdogan in an election earlier in 2023 – should replace his successor Ozel.
The case was seen as a test of Turkey‘s shaky balance between democracy and autocracy, and the ruling may throw the opposition into further disarray and possible infighting. It could also boost Erdogan’s chances of extending his more than two-decade rule of the big NATO member country and major emerging market economy.
OPPOSITION HIT BY JUDICIAL CRACKDOWN
The CHP, running roughly even with Erdogan’s ruling AK Party in polls, has separately faced an unprecedented judicial crackdown since 2024 in which hundreds of members and elected officials have been detained as part of corruption charges that the party denies.
Among those imprisoned for more than a year is Istanbul Mayor Ekrem Imamoglu, who is seen as the main rival of Erdogan and remains the CHP’s official candidate for a presidential election set for 2028 but that could come next year.
After the court ruling, Ozel convened party leaders to discuss possible steps and members were called to the CHP headquarters building in Ankara to protest against it.
Ali Mahir Basarir, CHP deputy parliamentary group chair, told Reuters the ruling “is an attempted coup carried out through the judiciary [and] a blow against the will of 86 million people.”
The party rejected the ruling, he said, adding that those who signed off on it were “complicit in this coup attempt and will be held accountable before the courts.”
Turkey‘s main Borsa Istanbul .XU100 dropped 6% in response, triggering a market-wide circuit breaker, while Turkish government bonds slid. Sovereign bonds sold off as much as 1.2 cents, which for many was the biggest fall since late March.
The ruling by the Ankara court overturned a decision last year by a court of first instance that said the case surrounding the CHP’s 2023 congress had no substance.
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Supreme Leader Says Enriched Uranium Must Stay in Iran, Iranian Sources Say
A woman walks next to a banner with a picture of Iran’s new Supreme Leader Mojtaba Khamenei in Tehran, Iran, May 8, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
Iran‘s Supreme Leader has issued a directive that the country’s near-weapons-grade uranium should not be sent abroad, two senior Iranian sources said, hardening Tehran’s stance on one of the main US demands at peace talks.
Ayatollah Mojtaba Khamenei’s order could further frustrate US President Donald Trump and complicate talks on ending the US-Israeli war on Iran.
Trump vowed on Thursday that the United States will not allow Iran to have its stockpile of highly enriched uranium.
“We will get it. We don’t need it; we don’t want it. We’ll probably destroy it after we get it, but we’re not going to let them have it,” Trump told reporters at the White House.
Israeli officials have told Reuters that Trump has assured Israel that Iran‘s stockpile of highly enriched uranium, needed to make an atomic weapon, will be sent out of Iran and that any peace deal must include a clause on this.
Israel, the United States, and other Western states have long accused Iran of seeking nuclear weapons, including pointing to its move to enrich uranium to 60%, far higher than needed for civilian uses and closer to the 90% needed for a weapon. Iran denies seeking nuclear weapons.
Israeli Prime Minister Benjamin Netanyahu has said he will not consider the war over until enriched uranium is removed from Iran, Tehran ends its support for proxy militias, and its ballistic missile capabilities are eliminated.
“The Supreme Leader’s directive, and the consensus within the establishment, is that the stockpile of enriched uranium should not leave the country,” said one of the two Iranian sources, who spoke on condition of anonymity because of the sensitivity of the matter.
Iran‘s top officials, the sources said, believe that sending the material abroad would leave the country more vulnerable to future attacks by the United States and Israel. Khamenei has the last say on the most important state matters.
When asked for comment for this story, White House spokeswoman Olivia Wales said: “President Trump has been clear about the United States’ red lines and will only make a deal that puts the American people first.”
Iran‘s foreign ministry did not respond to request for comment.
DEEP SUSPICION AMONG TOP IRANIAN OFFICIALS
A shaky ceasefire is in place in the war that began with US-Israeli strikes on Iran on Feb. 28, after which Iran fired at Gulf states hosting US military bases and fighting broke out between Israel and Iran-backed Hezbollah in Lebanon.
But there has been no big breakthrough in peace efforts, with a US blockade of Iranian ports and Tehran’s grip on the Strait of Hormuz, a vital global oil supply route, complicating negotiations mediated by Pakistan.
The two senior Iranian sources said there was deep suspicion in Iran that the pause in hostilities was a tactical deception by Washington to create a sense of security before it renews airstrikes.
Iran‘s top peace negotiator, Mohammad Baqer Qalibaf, said on Wednesday that “obvious and hidden moves by the enemy” showed the Americans were preparing new attacks.
Trump said on Wednesday the US was ready to proceed with further attacks on Tehran if Iran did not agree to a peace deal, but suggested Washington could wait a few days to “get the right answers.”
The two sides have started to narrow some gaps, the sources said, but deeper splits remain over Tehran’s nuclear program — including the fate of its enriched uranium stockpiles and Tehran’s demand for recognition of its right to enrichment.
IRAN HARDENS STANCE ON ENRICHED URANIUM STOCKPILE
Iranian officials have repeatedly said Tehran’s priority is to secure a permanent end to the war and credible guarantees that the US and Israel will not launch further attacks.
Only after such assurances are in place, they said, would Iran be prepared to engage in detailed negotiations over its nuclear program.
Israel is widely believed to have an atomic arsenal but has never confirmed or denied it has nuclear weapons, maintaining a so-called policy of ambiguity on the issue for decades.
Before the war, Iran signaled willingness to ship out half of its stockpile of uranium which has been enriched to 60%, a level far higher than what is needed for civilian uses.
But sources said that position changed after repeated threats from Trump to strike Iran.
Israeli officials have told Reuters it is still unclear whether Trump will decide to attack and whether he would give Israel a green light to resume operations. Tehran has vowed a crushing response if attacked.
However, the source said there were “feasible formulas” to resolve the matter.
“There are solutions like diluting the stockpile under the supervision of the International Atomic Energy Agency,” one of the Iranian sources said.
The IAEA estimates that Iran had 440.9 kg of uranium enriched to 60% when Israel and the US attacked Iranian nuclear facilities in June 2025. How much of that has survived is unclear.
IAEA chief Rafael Grossi said in March that what remained of that stock was “mainly” stored in a tunnel complex in Iran‘s Isfahan nuclear facility, and that his agency believed slightly more than 200 kg of it was there. The IAEA also believes some is at the sprawling nuclear complex at Natanz, where Iran had two enrichment plants.
Iran says some highly enriched uranium is needed for medical purposes and for a research reactor in Tehran which runs on relatively small amounts of uranium enriched to around 20%.
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Mediator Pakistan Pushes to Get US-Iran Peace Talks on Track
People walk near an anti-US mural on a building in Tehran, Iran, May 19, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
Pakistan stepped up diplomacy on Thursday to hasten US and Iran peace talks even as Tehran appeared to harden its stance over nuclear materials amid new threats of strikes from US President Donald Trump if he did not get the “right answers.”
Six weeks since a fragile ceasefire took effect, talks to end the war have made little progress, while soaring oil prices are stoking inflation and straining the global economy.
Trump also faces domestic pressure ahead of November’s midterm elections, with his approval rating near its lowest since he returned to the White House.
Pakistan‘s Army Chief Asim Munir will decide on Thursday whether to travel to Tehran for mediation, three sources familiar with the negotiations told Reuters.
Pakistan‘s interior minister was in Tehran on Wednesday.
STANCE ON ENRICHED URANIUM
“We’re speaking to all the various groups in Iran to streamline communication and so things pick up pace,” said one of the sources. “Trump’s patience running thin is a concern, but we’re working on the pace at which messages are relayed from each side.”
Iran‘s ISNA news agency said Munir would travel to Tehran on Thursday for consultations. The text being discussed in Tehran is on the general framework, and some details and confidence-building measures as guarantees, the agency said.
However, Iran appeared to have hardened its stance over a key US demand for the removal of enriched uranium from the country. Two senior Iranian sources told Reuters that Supreme Leader Ayatollah Mojtaba Khamenei issued a directive that near-weapons-grade uranium should not be sent abroad.
Brent crude oil climbed after Mojtaba’s remarks on Thursday, gaining almost 2% to $107 a barrel.
US READY TO ACT FAST, TRUMP SAYS
Trump said on Wednesday he was willing to wait for Tehran’s response but was also ready to resume strikes.
“Believe me, if we don’t get the right answers, it goes very quickly. We’re all ready to go,” Trump told reporters.
“It could be a few days, but it could go very quickly.”
Iran‘s Revolutionary Guards have warned that renewed attacks will trigger retaliation beyond its region.
Iran submitted its latest offer to the US this week.
Tehran’s descriptions suggest it largely repeats terms Trump previously rejected, including demands for control of the Strait of Hormuz, compensation for war damage, lifting of sanctions, release of frozen assets, and the withdrawal of US troops.
IRAN RESTATES SOVEREIGNTY OVER STRAIT
Iran’s deputy foreign minister on Thursday restated Tehran’s claims to sovereignty over the strait, through which a fifth of the world’s oil and natural gas flows, saying aggression from the US, Israel, and some regional states had fundamentally altered security in the waterway.
In a legal commentary, Kazem Gharibabadi said Iran could adopt “practical and proportionate measures” to protect its security and maritime safety, citing international law.
With the strait now effectively closed for almost three months, increasing shortages are pushing up energy prices across the globe in what the International Energy Agency has called the world’s worst energy shock.
The IEA warned on Thursday that the peak of summer fuel demand coupled with a lack of new Middle East supply means the market could enter the “red zone” in July and August.
Some ships are managing to transit the strait, but only a trickle compared with the 125-140 daily passages before the war.
Iran‘s state TV reporter said on Thursday that around 30 vessels have requested to transit since Wednesday night. These vessels are coordinating with Iranian naval forces to pass and “will most probably do so by tonight,” the reporter added.
Iran said it aimed to reopen the strait to friendly countries that abide by its terms. That could potentially include fees for access, which Washington says would be unacceptable.
“It would make a diplomatic deal unfeasible if they were to continue to pursue that. So, it’s a threat to the world if they were trying to do that, and it’s completely illegal,” US Secretary of State Marco Rubio said.
Trump and Israeli Prime Minister Benjamin Netanyahu said their war aims were to curb Iran‘s support for regional militias, dismantle its nuclear program, destroy its missile capabilities, and make it easier for Iranians to topple their rulers.
But Iran has so far retained its stockpile of near-weapons-grade enriched uranium, and its ability to threaten neighbors with missiles, drones, and proxy militias.