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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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Massie Ousted From Congress, Makes Antisemitic Jab in Concession Speech
US Rep. Thomas Massie (R-KY) leaves a meeting of the House Republican Conference in the US Capitol on Wednesday, June 4, 2025. Photo: Tom Williams/CQ Roll Call/Sipa USA via Reuters Connect
US Rep. Thomas Massie was defeated in Tuesday’s Republican primary by Trump-backed challenger Ed Gallrein in a closely watched race in Kentucky widely viewed as a referendum on party loyalty and US support for Israel.
In his concession remarks, Massie drew immediate attention when he said he had to “find Ed Gallrein in Tel Aviv” to concede, a remark widely interpreted as a reference to what he and his supporters have described as substantial pro-Israel backing for Gallrein’s campaign.
“I would’ve come out sooner, but I had to call my opponent and concede. And it took a while to find Ed Gallrein in Tel Aviv,” Massie said.
Gallrein, a retired Navy SEAL and political newcomer, garnered approximately 54.9 percent of the vote compared to Massie’s 45.1 percent, emerging victorious by nearly a 10-point margin. With the defeat, Massie will depart Congress at the conclusion of his 7th term.
Gallrein was endorsed by US President Donald Trump and benefited from significant support from pro-Israel donors and aligned advocacy networks. The race attracted national attention, with Trump-aligned groups and conservative super PACs spending roughly $19 million in support of Gallrein’s campaign. For many observers, Gallrein’s victory underscores both Trump’s continued influence in Republican primaries and the party’s generally unified stance on Israel policy.
Massie, long one of the most independent voices in the House Republican Conference, had frequently broken with GOP leadership on foreign policy issues, including US military aid to Israel, funding for the Iron Dome missile defense system, and the Iran war. Massie also drew criticism from pro-Israel groups for opposing aid packages, skipping Israeli Prime Minister Benjamin Netanyahu’s address to Congress, and accusing Israel of targeting civilian infrastructure during military operations in Gaza and Lebanon while omitting that terrorist organizations such as Hamas and Hezbollah embed military infrastructure within civilian areas.
Beyond issues of foreign policy, Massie also drew sharp criticism from Trump after he co-sponsored and pushed for legislation to release the Justice Department’s files related to the late financier and sex offender Jeffrey Epstein alongside prominent House Democrats, leading the president to frame Massie as a party disruptor and disloyal Republican.
The race unfolded amid growing tensions within the Republican Party over antisemitism, foreign policy, and support for Israel. Though older Republican voters continue to support Israel in substantial numbers, a growing number of polls indicate that younger Republican voters are far more skeptical of the US-Israel alliance, with many wanting to end aid to Israel and cease foreign military campaigns. Critics accused Massie of amplifying antisemitic rhetoric within segments of the Republican coalition by engaging in certain behaviors, such as making repeated appearances on the podcast of Tucker Carlson, a political pundit frequently accused by critics of promoting antisemitism.
In the days leading up to the election, Massie faced mounting criticism over a series of remarks and associations that Jewish organizations and pro-Israel activists condemned as antisemitic.
On Friday, he declared the election “a referendum on whether Israel gets to buy seats in Congress.”
Over the weekend, he invited antisemitic social media personality Ryan Matta to his home for a meet-and-greet event. He posed for a photo with Matta wearing a shirt emblazoned with the phrase “American Reich,” a direct reference to the Nazi regime. Massie has not commented on the incident or distanced himself from Matta.
Massie also came under fire over an advertisement released by a pro-Massie super PAC targeting billionaire Republican donor Paul Singer, a prominent Jewish supporter of pro-Israel causes who has backed efforts to defeat the incumbent. The ad characterized Singer as a “pro-trans billionaire” and displayed a rainbow-colored Star of David behind his image — imagery critics condemned as antisemitic.
Further, on Sunday, Massie lambasted the Republican Jewish Coalition (RJC), an organization that aims to increase the number of Jews within the Republican Party, accusing the group of using Gallrein as a “puppet” and claiming they are “running his race.”
Gallrein campaigned on a platform aligned closely with Trump’s foreign policy approach, emphasizing continued US security assistance to Israel and a more traditional Republican posture on Middle East policy. His campaign was boosted by outside groups and donors supportive of a strongly pro-Israel agenda.
The outcome reinforced the increasingly narrow political space within the GOP for lawmakers who break with Trump and the party’s dominant pro-Israel posture.
Once known for his libertarian-leaning independence, Massie increasingly found himself isolated as GOP voters and donors coalesced around candidates aligned with both Trump and pro-Israel priorities. The race also reflects a broader trend in Republican primaries, where alignment with Trump and with pro-Israel policy positions has become a key predictor for viability in many competitive districts.
In a statement, the RJC congratulated Gallrein and accused Massie of “trafficking in antisemitism and bottom-of-the-barrel nativism at a time when Jew-hatred is on the rise,” calling Massie’s conduct “wildly unacceptable and outrageous from an elected member of Congress.”
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Jewish Groups Call on US Congress to Combat Union Antisemitism in Health Care
Anti-Israel demonstration at Johns Hopkins University, which has one of the best medical schools in the world, in Baltimore, Maryland, US, April 30, 2024. Photo: Robyn Stevens Brody/SIPA USA via Reuters Connect
Jewish community advocates on Wednesday called on the US Congress to use its lawmaking power to stop health care unions from spreading antisemitism in the workplace through anti-Zionist advocacy, arguing unions have wasted resources and countenanced flagrant discrimination of Jews throughout the field of medicine.
Addressing the House Education and Workforce Subcommittee on Health, Employment, Labor, and Pensions, lawyers, health workers, and civil rights activists shared a stream of claims alleging that union bosses have effectively converted labor unions into political action committees for the anti-Zionist movement. The consequence, they argued, has been to embolden those who mistreat Jews as a “proxy” for Israel, leading to incidents of bigotry which would be decried were they perpetrated against other minority groups.
“The issue is not whether health care workers may hold political views,” Deena Margolies, litigation staff attorney for the Louis D. Brandeis Center for Human Rights Under Law, told the committee. “The problem arises when health care unions use their authority and resources to promote antisemitic campaigns outside their labor mission. Jewish and Israeli health care professionals are then placed in an impossible position: The union that is supposed to represent them is also helping to create the hostile work environment they must endure.”
Anti-Zionist union activity even affects patient care, Margolies added, noting that some mental health practitioners now offer services which they say can “decolonize” patients of pro-Zionist viewpoints. The enterprise is predicated on the idea that Zionism, which an overwhelming majority of Jews say is central to Jewish identity, is a pathology.
“Congress can and should act,” she said.
Dr. Jacob Agronin, a cardiology fellow at Temple University Hospital, told Congress that Jewish workers should have the right to permanently suspend payment of union dues.
“What I would hope for is the option for those that disagree with this union on a fundamental level not be compelled to pay dues to this union,” Agronin said. “I think it’s absurd that the union can call for blatant discrimination against Israeli colleagues and then compel those same colleagues to pay them.”
The Algemeiner has reported extensively on how a wave of antisemitism swept health care following Hamas’s Oct. 7, 2023, massacre across southern Israel. So widespread was the problem that it became the subject of a 2025 study which found that 62.8 percent of Jewish health care professionals employed by campus-based medical center reported experiencing antisemitism, a far higher rate than those working in private practice and community hospitals. Fueling the rise in hate, the study noted, were repeated failures of DEI (diversity, equity, and inclusion) initiatives to educate workers about antisemitism, increasing the likelihood of antisemitic discrimination.
Months earlier, the StandWithUs Data & Analytics Department found through its own survey that nearly 40 percent of Jewish American health care professionals have encountered antisemitism in the workplace, either as witnesses or victims. A substantial number of the 645 Jewish health workers who responded to its questions also said they were subject to “social and professional isolation,” and 26.4 percent felt “unsafe or threatened.”
Outside the US, the crisis of antisemitism in health care has manifested in medical settings around the world, including in South America, Australia, and across Europe.
As for union antisemitism, the subject continues to be a focus of Jewish civil rights activism.
Earlier this month, the Brandeis Center filed a civil rights complaint alleging that the National Education Association proliferated antisemitism across its interstate network of chapters, offices, and K-12 schools by systemically enacting policies which resulted in Jews being blocked from promotions, mentorship opportunities, and participation in social justice initiatives. The disturbing document went further, arguing that antisemitic discrimination at the NEA is more than an invisible, bureaucratic force which disappears Jews from governance roles. According to the complaint, it is a force applied by anti-Zionists who lead mobs against Jewish delegates attending union conferences; perpetrate acts of physical intimidation; and delete guidance on teaching students about the Holocaust from official documents.
“The NEA’s conduct is both completely illegal and morally unjustifiable,” Brandeis Center chairman and founder Kenneth Marcus said in a statement announcing the action. “This is exactly the type of discrimination against which Title VII was designed to protect.”
In New York City, the federal government is investigating reports that members of the United Federation of Teachers (UFT) are procuring students for membership in anti-Zionist study groups teaching that Israelis are “genocidal white supremacists” and that Hamas terrorists are “martyrs.” The initiative there is funded by a nonprofit titled “Rethinking Schools,” which itself has been a recipient of exorbitant financial gifts from the NEA.
Meanwhile, students at Columbia University recently escalated their fight against a graduate workers union dominated by anti-Israel advocates by filing a federal complaint with the National Labor Relations Board (NLRB).
The students allege that the bosses who run Student Workers of Columbia (SWC), an affiliate of United Auto Workers (UAW), devote more energy and resources to pursuing “radical policy proposals” than improving occupational conditions. In collective bargaining negotiations, it allegedly pressures the university to adopt the boycott, divestment, and sanctions (BDS) movement against Israel and to enact other measures, such as ending its partnership with the New York City Police Department (NYPD) and closing a dual-degree program with Tel Aviv University.
“All of this adds up to a union that is out of control, and I note that they don’t have an agenda against the mullahs in Iran, against the dictator who runs Turkey, against the Chinese communists who oppress their citizens or the North Koreans. But they have an agenda against Israel, the one democracy in the Middle East,” Glenn Taubman, staff attorney for the National Right to Work Foundation (NRTW), told The Algemeiner during an interview at the time.
Follow Dion J. Pierre @DionJPierre.
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Antisemitism in Germany Remains at Alarmingly High Levels, New Report Warns
Graffiti reading “Kill All Jews” was discovered on a residential building in Berlin-Pankow on April 26, 2026, part of a wave of antisemitic vandalism reported across the German capital over the past week, including swastikas and other hate-filled slogans scrawled on multiple sites. Photo: Screenshot
Germany is facing persistently high levels of antisemitism, with new data from Berlin and Hesse underscoring a hostile environment for Jews and Israelis marked by sustained harassment, violence, and intimidation.
On Wednesday, Germany’s Federal Association of Departments for Research and Information on Antisemitism (RIAS) published its latest annual report documenting 2,197 antisemitic incidents recorded in Berlin last year.
While this marked a drop of about 13 percent from the 2,521 incidents recorded in 2024, the figure was still more than double the level before the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023, when roughly 1,200 cases were reported.
Amid an increasingly hostile climate, Jews and Israelis have been reporting growing reluctance to wear visible Jewish symbols, express their identity publicly, or even speak Hebrew in everyday settings.
“Everyday situations such as riding the subway or taking a taxi, or visiting concerts and cafés, often suddenly and unexpectedly became threatening,” RIAS wrote in its 88-page annual report.
Among the recorded cases were widespread harassment and antisemitic abuse, including repeated insults and intimidation, as well as vandalism targeting Jewish-owned businesses and institutions, and damage to memorials and residential areas.
The newly released report also documented 40 violent antisemitic incidents, warning of an increasingly aggressive and dangerous pattern of attacks.
One of the most serious cases involved an attempted murder at the Holocaust Memorial, where a young man was stabbed in the neck. Other incidents included victims being punched, shoved, spat on, having jewelry or clothing torn off, or being sprayed with pepper spray.
Berlin’s Jewish community also saw a surge in anti-Israel demonstrations last year, with 239 events marked by antisemitic slogans, inflammatory banners, rhetoric glorifying terrorism, denying Israel’s right to exist, and calls to “kill Jews.”
Sigmount Königsberg, antisemitism commissioner of Berlin’s Jewish community, warned that this growing trend of antisemitic violence has been increasingly downplayed or relativized, contributing to a climate in which victims feel less protected and less heard.
“Israel-related antisemitism is by far the most prevalent form of Jew-hatred we encounter,” Königsberg said, adding that “politics and society must ensure conditions in which all Jews feel safe.”
“Many in the community once believed Berlin was a safe place, but that has changed. I know of people who are now considering leaving the city, with life plans upended — especially young people who want to go,” he continued.
RIAS’s latest report also recorded a record-high total of 1,099 antisemitic incidents in the German state of Hesse, located in west-central Germany, in 2025.
With an average of three antisemitic incidents occurring each day, the report warned that the upward trend in Hesse continued to intensify.
This figure represented an increase of approximately 18 percent compared with the 926 incidents recorded in 2024 and was dramatically higher—nearly six times—than the 179 cases documented before the Oct. 7 atrocities.
Uwe Becker, the Hessian commissioner for antisemitism, warned of a deepening deterioration in the security situation for Jewish residents in the state.
“The threat to Jewish life is worse than at any time since the Holocaust,” Becker said in a statement.
According to RIAS’s latest report, those affected face a new level of intensity in antisemitic encounters, with 190 incidents recorded in educational settings such as schools and universities, alongside 84 cases on public transport and 52 in cultural and artistic venues.
“Antisemitic experiences carry far-reaching consequences, affecting not only individuals but also families and wider social circles. They shape everyday routines, future plans, and even decisions about whether it feels safe to take the S-Bahn in the evening,” the report stated.
Among the recorded cases were 27 physical assaults, 41 threats, 58 incidents of deliberate property damage, and 960 cases of offensive behavior.
RIAS project leader Susanne Urban warned that antisemitism has increasingly become normalized due to its consistently high frequency.
“Hesse has a problem. For Jews, full social participation is no longer possible,” she said in a statement.
Marc Grünbaum, chairman of the board of the Jewish community in Frankfurt, noted that antisemitism has increasingly gained ground as it is too often left unaddressed and met with insufficient public challenge.
“The fight against antisemitism must be a societal fight. The window of opportunity for Jewish life and for a liberal society in which minorities have their place is becoming increasingly narrow,” Grünbaum said in a statement.