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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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Far-Left, Anti-Israel Candidates Flop in Illinois Congressional Races
Kat Abughazaleh (D-IL) participates in a door knocking event while campaigning for the 2026 Illinois Democratic primary election in Evanston, Illinois, US, March 14, 2026. Abughazaleh is running for Congress in Illinois’ 9th district. Photo: REUTERS/Jim Vondruska
A series of Democratic primary contests in Illinois on Tuesday delivered a decisive setback to progressive candidates aligned with the party’s left flank, underscoring the continued strength of more moderate voices and signaling potential limits to the electoral appeal of anti-Israel messaging within the party.
Across multiple congressional districts throughout the midwestern state, candidates backed by prominent progressive and anti-Israel groups failed to gain traction with voters, losing to opponents who emphasized pragmatism, coalition-building, and a more traditional Democratic policy agenda. The results mark what some observers are calling a sweeping defeat for the “Squad”-aligned movement in one of the country’s largest Democratic strongholds.
In Illinois’ 9th District, left-wing challenger Kat Abughazaleh was defeated by Daniel Biss, another progressive candidate with experience in local governance and a more moderate position on Israel, by a margin of 4 points. Notably, Abughazaleh, who is of Palestinian descent, repeatedly accused Israel of committing a “genocide” in Gaza and vowed to vote against additional US aid to the Jewish state. Biss, who is Jewish and an Israeli-American, issued criticism of Israel’s military operations in Gaza but refused to accuse the country of “genocide.” Biss has also expressed admiration for the country and its people despite criticizing Israeli Prime Minister Benjamin Netanyahu.
The American Israel Public Affairs Committee (AIPAC), the foremost pro-Israel lobbying group in the US, celebrated Abughazaleh’s defeat on Tuesday night. Notably, Biss did not accept financial assistance from AIPAC and repudiated the group in his victory speech, instead boosting J-Street, a progressive Zionist group.
“This district understands nuance and wants someone who accepts the reality of competing, even contradictory, priorities and values and realities. That point of view is not the point of view of AIPAC. AIPAC spends an unbelievable amount of money. Over $7 million to try to buy this seat,” Biss said in celebratory remarks.
“So enough about AIPAC. May tonight be the last night I utter their name. This victory belongs to J Street,” Biss continued.
In a statement, AIPAC lamented the defeat of their preferred candidate Laura Fine, while celebrating the successful thwarting of Abughazaleh.
“While disappointed Laura Fine didn’t prevail, the pro-Israel community is proud to have helped defeat would-be Squad members Kat Abughazaleh and Bushra Amiwala, who centered their campaigns on attacking Israel and demonizing pro-Israel Americans,” the group said in a statement.
Similar outcomes unfolded in the 8th and 2nd districts, where left-leaning insurgents fell short against candidates with broader institutional support and more moderate platforms. In the 8th District, AIPAC-supported Melissa Bean defeated left-wing insurgent Junaid Ahmed. Ahmed received endorsements from Rep. Alexandria Ocasio Cortez (D-NY), one of the most vocal critics of Israel in the US Congress, and Justice Democrats, a populist, far-left organizing group. Ahmed positioned himself as a staunch opponent of Israel, accusing Jerusalem of committing “genocide” in Gaza.
Donna Miller, who competed in the 2nd District, pulled off an improbable upset victory over the well-financed and establishment-backed Jesse Jackson Jr. AIPAC had poured approximately $2.4 million into the race, according to reports.
The outcomes come after months of intense campaigning and significant outside spending. Pro-Israel advocacy organizations and allied political action committees invested heavily in the races, backing candidates who supported a strong US-Israel relationship and opposing those whose campaigns centered heavily on criticism of Israel.
Supporters of such efforts argue the results reflect voter skepticism toward candidates who prioritize divisive foreign policy positions over domestic concerns. They say Democratic primary voters, even in reliably blue districts, remain broadly supportive of Israel and wary of rhetoric they view as overly ideological or polarizing.
Amid the war in Gaza, AIPAC had become a new flashpoint within the Democratic Party. Democratic hopefuls across the country were pressed about their connections to AIPAC and were pressured to disavow any funding from the group. Further, various surveys suggested that Democratic voters responded less favorably to candidates after learning they harbored connections to AIPAC. However, the mixed results on Tuesday indicate that anti-AIPAC sentiment was not as animating as left-wing pundits predicted.
Progressive groups, however, downplayed the failures of their ideologically aligned candidates, pointing to the scale of outside spending in the races and arguing that well-funded campaigns overwhelmed grassroots challengers and shaped voter perceptions through aggressive advertising. Some also contended that messaging in the races blurred ideological distinctions, making it more difficult for voters to differentiate between candidates.
The Illinois results could carry national implications as Democrats look ahead to future elections. While progressive candidates have found success in certain districts, particularly in urban areas, the latest outcomes suggest that their coalition may face challenges in more competitive or diverse electorates.
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Message From a Democratic Legislator: Iran’s Long Oppressed People Deserve to Be Free
Cars burn in a street during an anti-regime protest in Tehran, Iran, Jan. 8, 2026. Photo: Stringer/WANA (West Asia News Agency) via REUTERS
Yesterday’s election results in Illinois sent an unmistakable message: the American people are rejecting the far left’s reflexive opposition to the war with Iran.
In Illinois, every member of the Squad on the ballot lost their primary, a stunning repudiation of the Alexandria Ocasio-Cortez (D-NY) wing of our party that has spent years excusing Iranian aggression, undermining our alliance with Israel, and treating supporters of human rights and democracy as warmongers. The voters have spoken, and I am proud to stand with them.
As an elected Democrat, I have no interest in endless wars in the Middle East. What is happening in Iran is, I believe, not a repeat of the mistakes of the Bush administration. It is instead an American-led effort to put an end to the war that Iran has been waging against its people, its neighbors, and the United States of America for the past 47 years.
The people of Iran have long suffered at the hands of their government. The Islamic Republic denies basic human rights to Iranians, particularly women, the LGBTQ+ community, and religious and ethnic minorities. As a Democrat, the Islamic Republic stands in opposition to every value that I cherish.
Iran’s now former Supreme Leader, the theocrat Ayatollah Khamenei, deserves no mourning. On the other hand, Iran’s long-suffering women deserve both our prayers and our efforts to eliminate their tormentors. The women of Iran are subject to a puritanical head-to-toe dress code in public. They are also subject to “male guardianship” by their fathers, husbands, or other male relatives.
The situation is equally as bad for Iran’s beleaguered LGBTQ+ community. Homosexuality is illegal in Iran and can be punished by death, sometimes carried out by hanging victims from giant construction cranes in the center of major cities, a medieval punishment with a surreal modern twist.
Non-Muslims are similarly persecuted. Jews, Christians, and Zoroastrians have some protections as “Peoples of the Book,” but these are quite limited in practice. Iranian Jews have been arbitrarily arrested and tortured for allegedly “spying for Israel,” and Iranian Christians have been sentenced to up to 280 years in prison for religious practices as simple as putting up a Christmas tree. Believers in other faiths are not tolerated at all by the regime.
Against such intolerable oppression, it is no wonder that the Iranian people have repeatedly expressed their desire for change.
The Iranian people are considered the most pro-American population in the Middle East. Yet every time the people have sought redress of their grievances, they have been violently crushed by their government. Although the people of Iran have elected reformist presidents, these elected presidents are figureheads who are sidelined by the unelected “Supreme Leader.”
Beyond its borders, Iran has waged war and slaughtered civilians in an effort to export its “Islamic Revolution.”
Iran militarily supported the unpopular Assad dictatorship in Syria until it was finally overthrown in 2024 after more than 13 years of civil war in Syria. Iran has also supported terrorist groups like Hezbollah and the Houthis in their bids for power against the legitimate governments of Lebanon, Iraq, and Yemen. Iran also aided Hamas, which seized power by force in Gaza in 2007, enabling its brutal invasion of Israel on October 7, 2023, during which more than 1,200 civilians were massacred, including dozens of Americans, and more than 250 (including 12 Americans) were taken hostage to Gaza.
When Operation Epic Fury began, Senator Bernie Sanders (I-VT) tweeted, “President Trump, along with his right-wing extremist Israeli ally Benjamin Netanyahu, has begun an illegal, premeditated, and unconstitutional war.”
Senator Sanders could not be more mistaken. The right-wing extremists waging a premeditated war are the fanatical Islamist clerics in Tehran. This is a war they have been waging since 1979 against their own people, their neighbors, and against Americans.
The goal of Operation Epic Fury is not endless conflict; it is to end this conflict once and for all. A better future is possible — a future where Iran can join the community of free nations, where women can live without fear of being beaten or even murdered for not covering their hair, where minorities can practice their faith openly, where LGBTQ+ people can live openly, and where citizens can choose their leaders through real elections.
I believe that one day, the Iranian people will experience freedom and build the peaceful, democratic nation they deserve. And I believe that Operation Epic Fury will lead to the future that the Iranian people deserve.
Democratic state legislator Rep. Alma Hernandez represents Arizona’s 20th House District in Tucson.
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US House Report Finds Faculty Driving Campus Antisemitism While Institutions Protect Them
Protesters gather at the gates of Columbia University, in support of student protesters who barricaded themselves in Hamilton Hall, in New York City, US, April 30, 2024. Photo: REUTERS/David Dee Delgado
A new damning report by Republicans on the US House Committee on Education and the Workforce slammed higher education officials for having done little to abate faculty antisemitism, as the issue continues amid allegedly craven leadership and institutional whitewashing of professorial misconduct.
Titled, “How Campuses Became Hotbeds: The Rise of Radical Antisemitism on College Campuses,” the report is comprehensive, chronicling what has been described as the “campus antisemitism crisis” from the hours and days following Hamas’s Oct. 7, 2023, massacre across southern Israel. In the wake of the attack, anti-Zionist student and faculty groups throughout the US celebrated the atrocities while, according to lawmakers, being protected by college administrations even as they escalated their conduct to violence, harassment, and flagrant violations of federal civil rights law.
It adds to a growing body of literature which explores institutional protection afforded to faculty who utter antisemitic comments against Jews similar to what other colleges have condemned when directed at other minority groups.
The report listed a slew of examples: Haverford College president Wendy Raymond extolled a professor who called Jewish community advocates “racist genocidaires”; University of California president Richard Lyons described a professor who cheered Oct. 7, while proclaiming that he “could have been one of those broke through,” as a “fine scholar”; and the Massachusetts Institute of Technology (MIT) refused to rule in favor of a Jewish student who filed a discrimination complaint disclosing a pattern of alleged abuse perpetrated by linguistic professor Michel DeGraff, which included his threatening to single out the student as an example of “Zionist mind infection.”
“Antisemitism continues to spread like wildfire at schools across the nation,” committee chairman Rep. Tim Walberg (R-MI) said in a statement on Tuesday. “Over the past several years, we’ve seen university leaders surrender to the radical demands of terror supporting mobs targeting Jewish students and faculty. This weakness has emboldened hatred and allowed campuses to devolve into hotbeds of radical antisemitism.”
He added, “Republicans remain committed to holding college and university leaders accountable for their failures. Time and time again, school leaders appeared before my committee and failed to take responsibility for the hatred they let spiral out of control.”
Colleges need robust oversight from Congress, the report concluded, imploring higher education to do its part by adopting the widely recognized International Holocaust Remembrance Alliance’s definition of antisemitism, reforming admissions to foster viewpoint diversity, and fighting antisemitism as doggedly as it has combatted other forms of racism.
Another similar report, released in February by the AMCHA Initiative, touched on faculty antisemitism in the University of California (UC) system. It documented dozens of examples of faculty antisemitism, including their calling for driving Jewish institutions off campus; founding pro-Hamas, Faculty for Justice in Palestine (FJP) chapters; and endorsing institutional adoption of the boycott, divestment, and sanctions (BDS) movement against Israel. It also said that FJP chapters offered more than supportive words, “defending and helping orchestrate boycott-aligned activism (including encampment demands), seeking to deplatform Israeli speakers, and filing an amicus brief … that denied Zionism’s place within Jewish identity and defended exclusionary encampment conduct toward Zionist Jewish students, including expulsion from campus spaces.”
The AMCHA Initiative argued that the University of California system is a microcosm of faculty antisemitism, a vidid portrait of “how concentrated networks of faculty activists on each campus, often operating through academic units and faculty-led advocacy formations, convert institutional platforms into vehicles for organized anti-Zionist advocacy and mobilization.”
The AMCHA Initiative explored faculty antisemitism before, stressing that while student activities drive headlines, faculty act with impunity and wield governing power which shapes the campus culture and limits the power of college presidents to oppose them.
In September 2024, the organization published a groundbreaking study which showed that FJP is fueling antisemitic hate crimes, efforts to impose divestment on endowments, and the collapse of discipline and order on college campuses. Using data analysis, AMCHA researchers said they were able to establish a correlation between a school’s hosting an FJP chapter and anti-Zionist and antisemitic activity. For example, the researchers found that the presence of FJP on a college campuses increased by seven times “the likelihood of physical assaults and Jewish students” and increased by three times the chance that a Jewish student would be subject to threats of violence and death.
The Algemeiner has previously covered this issue as well. In February, for example, it learned that, according to a lawsuit, a professor at Carnegie Mellon University assigned a Jewish student a project on “what Jews do to make themselves such a hated group.”
Similar incidents have come at a fast clip since the Hamas-led Oct. 7 massacre: A Cornell University professor praised the terrorist group’s atrocities, which included mass sexual assaults; a Columbia University professor exalted Hamas terrorists who paraglided into a music festival to murder Israeli youth as the “air force of the Palestinian resistance”; and a Harvard University FJP chapter shared an antisemitic cartoon which depicted Zionists as murderers of Blacks and Arabs.
In Tuesday’s statement, Wahlberg said the committee’s report should put higher education on notice.
“If university leaders forget their legal responsibility to address discrimination of any form on campus, my colleagues will remind them.”
Follow Dion J. Pierre @DionJPierre.