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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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France, Spain Signal Support to Blacklist Iran’s IRGC as EU Moves Closer Toward Terrorist Designation
Commanders and members of the Islamic Revolutionary Guard Corps meet with Iran’s Supreme Leader Ayatollah Ali Khamenei in Tehran, Iran, Aug. 17, 2023. Photo: Office of the Iranian Supreme Leader/WANA (West Asia News Agency) via REUTERS
The European Union could soon label Iran’s Islamic Revolutionary Guard Corps (IRGC) as a terrorist organization, after France and Spain signaled a shift in support amid mounting international outrage over the Iranian regime’s violent crackdown on anti-government protests and shocking reports of widespread civilian deaths.
As two of the largest EU member states previously to oppose blacklisting the IRGC, France and Spain could tip the balance and pave the way for the designation, as the regime’s brutal suppression of dissent at home and support for terrorist operations abroad continues.
On Wednesday, a day before EU foreign ministers meet in Brussels to discuss the issue, French Foreign Minister Jean-Noel Barrot announced that France will back the move to blacklist the IRGC, saying the repression of peaceful protesters must not go unanswered and praising their courage in the face of what he described as “blind violence.”
“France will support the designation of the Islamic Revolutionary Guard Corps on the European Union’s list of terrorist organizations,” he posted on X.
After reversing its long-standing opposition to the move, France also urged Iran to free detained protesters, halt executions, restore digital access, and permit the UN Human Rights Council to investigate alleged abuses.
Multiple media outlets also reported that the Spanish government is expected to back the EU’s move to blacklist the IRGC, aligning with France in breaking its previous opposition.
The United States, Canada, and Australia have already designated the IRGC as a terrorist organization, while Germany and the Netherlands have repeatedly called on the EU to do the same.
Some European countries, however, have been more cautious, fearing such a move could lead to a complete break in ties with Iran, which could impact negotiations to release citizens held in Iranian prisons.
The EU has already sanctioned the IRGC for human rights abuses but not terrorism.
Labeling the IRGC as a terrorist organization would not only extend existing EU sanctions, including asset freezes, funding bans, and travel restrictions on its members, but also activate additional legal, financial, and diplomatic measures that would severely limit its operations across Europe.
Earlier this week, Italy also reversed its earlier hesitation and signaled support for the measure after new reports exposed the scale of Iran’s brutal crackdown on anti-government protests — a move that sparked diplomatic tensions, with the Iranian Foreign Ministry summoning the Italian ambassador.
According to local media, Iranian authorities warned of the “destructive consequences” of any labeling against the IRGC, calling upon Italian Foreign Minister Antonio Tajani to “correct his ill-considered approaches toward Iran.”
Tajani said the Iranian regime’s bloody crackdown on anti-government protests this month that reportedly killed thousands of people could not be ignored.
“The losses suffered by the civilian population during the protests require a clear response,” Tajani wrote on X. “I will propose, coordinating with other partners, the inclusion of the Revolutionary Guards on the list of terrorist organizations, as well as individual sanctions against those responsible for these heinous acts.”
As international scrutiny over the regime grows, new estimates show that thousands have been killed by Iranian security forces during an unprecedented crackdown on nationwide protests earlier this month, far surpassing previous death tolls.
Two senior Iranian Ministry of Health officials told TIME that as many as 30,000 people could have been killed in the streets of Iran on Jan. 8 and 9 alone.
The Iranian regime has previously reported an official death toll of 3,117. But new evidence suggests the true number is far higher, raising fears among activists and world leaders of crimes against humanity.
The US-based Human Rights Activists News Agency (HRANA), which tracks deaths by name and location, has confirmed 5,858 deaths, including 214 security personnel. Nearly 20,000 potential deaths are still under investigation, and tens of thousands of additional Iranians have been arrested amid the crackdown.
Established after Iran’s 1979 Islamic Revolution, the IRGC wields significant power in the country, controlling large sectors of the economy and armed forces, overseeing Iran’s ballistic missile and nuclear programs, and coordinating closely with the regime’s terrorist proxies in the region.
Unlike the regular armed forces, the IRGC is a parallel military body charged with protecting Iran’s authoritarian regime, ensuring its so-called Islamist revolution is protected within the country and can be exported abroad.
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Petition Calls for US Investigation Into Immigration Status of Daughter of Former Iranian President
Former Iranian President Mohammad Khatami, right, and his daughter, Leila Khatami. Photo: Screenshot
A petition circulating online that has garnered tens of thousands of signatures is calling on US authorities to investigate the immigration status of Leila Khatami, the daughter of former Iranian President Mohammad Khatami, arguing that relatives of senior figures tied to Iran’s ruling establishment should not benefit from life in the United States while Iranians at home face repression.
The petition, launched by an anonymous activist identifying as an “Iranian Patriot,” urges the Department of Homeland Security and Immigration and Customs Enforcement to review Khatami’s residency or visa status and to consider revocation and deportation if any legal grounds exist.
“This is not personal revenge. This is justice,” states the petition, which as of this writing has 84,919 verified signatures. “You cannot chant ‘Death to America’ through your political system while your own family enjoys safety, stability, and prosperity in America.”
Mohammad Khatami served as Iran’s president from 1997 to 2005 and has been described as a reformist figure within the Islamic Republic’s political system. Despite his reformist reputation, however, critics note that the Iranian state remained responsible for widespread human rights abuses at home and support for terrorist proxies abroad during his time in office.
Under Iran’s authoritarian, Islamist system, the Guardian Council, a 12-member body composed of clerics and jurists appointed either directly or indirectly by the supreme leader, bars any candidate from running for office not considered acceptable by the regime.
According to publicly available information cited in the petition, Leila Khatami, born in 1976, has pursued an academic career in the United States and has reportedly worked as a mathematics professor at Union College in New York. The petition argues that her presence in the US exemplifies a broader pattern of children of senior Iranian officials living in Western democracies while ordinary Iranians face repression at home.
Human rights activists have long documented abuses by the Islamic Republic, including the use of torture, suppression of protests, and severe restrictions on political freedoms.
Over the past few weeks, however, the Iranian regime has gone to unprecedented lengths to crush nationwide anti-government protests with a bloody crackdown. More than 30,000 people may have been killed by security forces earlier this month, according to new estimates that far exceed earlier death tolls.
Senior Iranian Ministry of Health officials told TIME that the scale of the killings and executions has overwhelmed the state’s capacity to dispose of the dead, saying that as many as 30,000 people could have been killed in the streets of Iran on Jan. 8 and 9 alone.
Aligned with the Ministry of Health’s new figures, Iran International reported that security forces killed over 36,500 Iranians during the Jan. 8–9 nationwide crackdown, marking the deadliest two-day massacre of protesters in modern history. The news outlet cited newly obtained classified documents, field reports, and accounts from medical staff, witnesses, and victims’ families.
The US-based Human Rights Activists News Agency (HRANA), which tracks deaths by name and location, has confirmed 5,858 deaths, including 214 security personnel. Nearly 20,000 potential deaths are still under investigation, and tens of thousands of additional Iranians have been arrested amid the crackdown.
The Iranian regime has reported an official death toll of 3,117.
The nationwide protests, which began with a shopkeepers’ strike in Tehran on Dec. 28, initially reflected public anger over the soaring cost of living, a deepening economic crisis, and the rial — Iran’s currency — plummeting to record lows amid renewed economic sanctions, with annual inflation only getting worse.
However, the demonstrations quickly swelled into a broader anti-government movement calling for the fall of Supreme Leader Ayatollah Ali Khamenei, Iranian President Masoud Pezeshkian and even a broader collapse of the country’s Islamist, authoritarian system.
The online petition does not allege that Leila Khatami herself has committed crimes in the United States. Instead, it argues that allowing family members of senior Iranian political figures to live in the US undermines accountability and sends the wrong message amid ongoing tensions between Washington and Tehran.
The campaign reflects growing anger within segments of the Iranian diaspora, particularly after the latest protests in Iran were met with deadly force. Activists argue that pressure should extend beyond sanctions on Iranian officials to include scrutiny of their family members living abroad.
The petition also comes on the heels of Emory University terminating Dr. Fatemeh Ardeshir-Larijani, the daughter of Ali Larijani, the secretary of the Supreme National Security Council of Iran. The termination came after US Rep. Buddy Carter (R-GA) argued that her presence posed national security and patient trust concerns.
The US Department of the Treasury this month sanctioned her father for his role in coordinating the Iranian government’s violent crackdown on the protests throughout the country. According to the Treasury, Larijani publicly called on security forces to use force against demonstrators demanding basic rights, and his actions are tied to thousands of deaths and injuries.
The Algemeiner has reached out to the Department of Homeland Security for comment for this story.
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Federal building with murals by Jewish artists at risk of sale, demolition
(JTA) — A federal building in Washington D.C. known for its murals crafted by important Jewish artists is at risk of demolition.
Now, activists are calling on New York City’s Jewish Museum for support to prevent the sale — and possible destruction — of the Wilbur J. Cohen Building.
The Jewish Museum recently concluded a retrospective of one artist whose work appears in the building, Ben Shahn.
In a letter to Jewish Museum leadership, artist-activists asked for support, citing President Donald Trump’s previous destruction of artistic landmarks as a real estate developer in New York City and a broader, nationwide record of preservation failures in the past.
“The United States has a woeful record of respecting, preserving, and restoring its public art, especially compared with older and less wealthy countries,” the letter said. It added, “We’d like to ask you to join in calling for a halt to the sale and destruction of this landmark building and its inspirational art.”
The letter was spearheaded by a trio of Jewish artists — Elise Engler, Joyce Kozloff and Martha Rosler — and currently has more than 300 signatures. Another petition aiming to preserve the building was launched in November, led by a group called the Living New Deal.
The Jewish Museum has expressed sympathy to the cause but not said whether or how it might heed the activists’ calls.
“The Jewish Museum, like all other collecting museums, is deeply committed to the stewardship of art and architecture as part of our shared cultural legacies,” director James Snyder said in a statement.
He added, “We have been attentive to this issue since it emerged, and we stand with other art world leaders, artists, and preservationists in advocating for the protection and preservation of these historic murals, while we also work to advance further strategies to ensure their safekeeping.”
The Cohen Building, which houses staffers from multiple government agencies, is sometimes referred to as the “Sistine Chapel of the New Deal” due to the style and content of the frescoes painted directly onto the walls. Completed in 1940, the building was a project of President Franklin Roosevelt’s economic and social plan known as the New Deal. Artwork for New Deal projects celebrated the working class in a new American style and were made to be accessible to the public.
Jewish artists including Shahn, Philip Guston, and Seymour Fogel contributed murals to the Cohen Building. Sculptures by archaeologist/sculptor Emma Lu Davis, German-American sculptor Henry Kreis and Richmond Barthé, a fixture of the Harlem Renaissance, can also be found throughout the building, which was placed on the National Register of Historic Places in 2007. It is extremely difficult to remove frescoes from the walls they are painted on.
The agency that oversees the U.S. government’s real estate, called the General Services Administration, began selling other federal buildings on its list late last year in a process called “accelerated disposition.” This would permit a quick sale with limited public input.
The Trump administration is in the process of moving staff out of the Cohen building, a requirement for its sale. Should the Cohen building ultimately be sold to a private buyer, there is no guarantee that the artworks will be preserved, the activists say. But the GSA says otherwise.
“As designated by Congress, the Wilbur J. Cohen Federal Building is required to be sold within two years of the building being vacated,” Marianne Copenhaver, a spokeswoman, said in a statement to JTA. “The building is still occupied. GSA has engaged art conservation professionals to evaluate the current condition of the New Deal art and identify any necessary conservation measures.”
The building’s namesake helped write the 1935 Social Security Act and later served as the U.S. Secretary of Health, Education, and Welfare under President Lyndon B. Johnson.
The provision that permits the sale was tacked onto a water bill passed in January 2025. The sale reflects the GSA’s sweeping mandate to cut costs under the Trump administration. One of the officials playing a leading role in that effort is Josh Gruenbaum, a Jewish attorney who was appointed commissioner of the Federal Acquisition Service, the GSA office that makes purchases on behalf of the government. Gruenbaum has been named a senior advisor to Trump’s Board of Peace, and has said he is using his FAS role to counter antisemitism.
The post Federal building with murals by Jewish artists at risk of sale, demolition appeared first on The Forward.