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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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Nearly half of young U.S. Jews want to replace Israel with binational state, poll find
Almost half of American Jews under 35 say the Israeli-Palestinian conflict should be solved by creating a single country in Israel, the West Bank and Gaza with a government elected by both Israelis and Palestinians, according to a poll conducted by the Jewish Voter Resource Center.
The findings signal a generational shift in U.S. support for a binational state in Israel, reflecting a core demand of anti-Zionist protests on college campuses and beyond — even as most major Jewish organizations classify calls for a single state as an expression of antisemitism.
“The growing disaffection of younger Jewish Americans from Israel is a direct consequence of the policies of Bibi Netanyahu and the way the American Jewish establishment has demanded an ‘Israel right or wrong’ loyalty,” said Jeremy Ben-Ami, president of J Street, the liberal advocacy group. “They’re reaping the harvest of seeds they planted — this is what you get.”
Ben-Ami pointed to the destruction of Israel’s war in Gaza, in which it killed an estimated 70,000 Palestinians and destroyed more than 80% of the enclave’s infrastructure, and growing violence by Jewish settlers in the West Bank, among other actions.
The data also adds to a growing debate over what share of Jews in the United States are Zionist, The Jewish Federations of North America began circulating data earlier this year that shows that around 90% of American Jews continue to support Israel’s existence as a Jewish and democratic state, even as only 37% label themselves “Zionist.”
The Jewish Voter Resource Center poll, released on Thursday, challenges these findings. Twenty-four percent of Jewish adults polled support a one-state solution to the conflict, according to the survey, nearly double the 13% who said they preferred a binational state just two years ago. While age breakdowns were not available for the 2024 poll, an American Jewish Committee survey in 2022 found that 23% of American Jews ages 25 to 40 supported a binational state.
Half of non-Orthodox Jews under 35 — 51% — support a binational state, according to the new poll.
The Jewish Federations of North America declined to comment.
This abrupt turn comes amid a transformation in how Americans view Israel — favorability toward Israel has plummeted among almost every demographic group since 2022 — that has extended to Jews. A Washington Post poll found that 61% of Jewish adults said Israel had committed war crimes against Palestinians in Gaza, while 39% said it was guilty of genocide.
The shift in public opinion also drives a deeper wedge between Israeli and American Jews. While many Jews in the U.S. have been alarmed by Israel’s conduct in Gaza following the Oct. 7 Hamas terrorist attack, Israeli Jews have expressed a sense of increased vulnerability, and some viewed the massacre as shutting down the possibility of Israel giving up control over the Palestinian territories or granting Palestinians equal rights.
A poll from Tel Aviv University last year found that only 15% of Israeli Jews supported a two-state solution, while 29% wanted to annex the West Bank and Gaza without offering citizenship to Palestinians living there. Only 1% of Israeli Jews supported “one binational state with civil rights.”
When asked in more detail about the possibility of a one-state solution, 3% of Israeli Jews said they would support it only if Palestinians were granted equal rights while 37% said they would support it if Palestinians were not given full rights.
Jeremy Pressman, who studies the Israeli-Palestinian conflict at the University of Connecticut, said that young American Jews have little experience of Israel as a vulnerable underdog, unlike older generations that witnessed the establishment of the state or its victory in the 1967 and 1973 Arab-Israeli wars.
Instead, they’ve largely come of age while Israel has been controlled by right-wing governments and have watched Israeli violence toward Palestinians on social media. “This creates a gap between the dominant Israeli Jewish understanding of the conflict and the center-left — or sometimes radical left — understanding of Jewish Americans,” Pressman said in an interview.
The Jewish Voter Resource Center, which is affiliated with the Jewish Democratic Council of America, polled 800 registered Jewish voters and the margin of error was +/- 3.5 percentage points and +/- 6.9 percentage points for Jews under 35.
Asher Kaplan Leba, a leader of the Massachusetts Synagogue Network on Israel/Palestine in Boston, said that many Jews had become disillusioned with a two-state solution as the Israeli government took steps that seemed to make it more difficult to implement, such as expanding West Bank settlements.
“It was my position for many years,” said Leba, 32. “But I don’t want to spend the rest of my adult life waiting for the authoritarian, ethno-nationalists in control of Israel — who I share no values with — to change.”
The post Nearly half of young U.S. Jews want to replace Israel with binational state, poll find appeared first on The Forward.
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Candidate who vowed to imprison ‘American Zionists’ loses in Texas runoff
(JTA) — Sheriff’s deputy Johnny Garcia won the Democratic nomination Tuesday in Texas’ 35th Congressional District, defeating opponent Maureen Galindo following a race shaped by scrutiny over Galindo’s antisemitic rhetoric.
The runoff in the San Antonio race drew national attention after Galindo, a local housing activist and therapist, came under scrutiny for comments that included vows to turn a local immigrant detention center “into a prison for American Zionists” and claims that it was her “perception that Zionist billionaires run the world.”
Following Galindo’s surprise first-place finish in the march primary, national Democratic leaders and Jewish organizations condemned her rhetoric and urged voters to reject her candidacy, including Texas Senate candidate James Talarico, who revealed to JTA earlier this month that he would not back or campaign with Galindo.
The district, which stretches between San Antonio and Austin, was heavily affected by Republican redistricting this year, one of several factors that local political observers and Democratic Party leaders said contributed to Galindo’s earlier win.
The race also attracted outside spending, with Lead Left PAC, a newly launched super PAC apparently tied to a Republican donation platform, pouring over $900,000 on ads and mailers promoting Galindo. Last week, the Democratic Congressional Campaign Committee launched a $35,000 ad buy against Galindo, an unusual step for the DCCC to take against a Democratic candidate.
“Republicans just spent weeks and almost a million dollars propping up an antisemite, and they should be ashamed and embarrassed — it was a disgrace,” the president of the Democratic Majority For Israel PAC, Brian Romick, told JTA in a statement. “Tonight is a victory for the voters of TX-35, for the Democratic Party, and for every Democrat who believes that antisemitism has no home in our coalition.”
Romick told JTA Tuesday night that he believed the results of the runoff signaled that Democratic primary voters “aren’t going to elect antisemitic candidates, and in the districts that we need to win, pro-Israel candidates are our best bet.”
Garcia will now face Republican nominee Carlos De La Cruz, who defeated opponent John Lujan, in the Nov. 3 general election.
This article originally appeared on JTA.org.
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Ukraine reburies Nazi collaborator with state honors, drawing Israeli condemnation
(JTA) — Israel criticized Ukraine Monday after President Volodymyr Zelensky gave full state honors to a Ukrainian nationalist leader who was part of a movement that collaborated with the Nazis during World War II.
During a reburial ceremony on Sunday, Zelensky described Andriy Melnyk and his wife, Sofia Fedak-Melnyk, as “iconic Ukrainians of the 20th century who are deeply respected,” according to The New York Times.
Melnyk led one of the factions of the Organization of Ukrainian Nationalists during its collaboration with Nazi Germany during World War II. Though the Ukrainian organization shared a mutual opposition to Soviet rule with the Nazis, it also promoted antisemitic rhetoric and some of its members participated in the persecution of Jews during the Holocaust. Melnyk initially sought cooperation with Nazi Germany but was later detained by the Nazis as relations with Ukrainian nationalist groups deteriorated.
The ceremony marked the latest flashpoint in a longstanding dispute over Ukraine’s commemoration of World War II-era nationalist figures linked to Nazi collaboration. In 2018, the country designated the birthday of Nazi collaborator Stepan Bandera as a holiday, and in 2017, a statue was unveiled honoring a nationalist leader whose regime killed tens of thousands of Jews in pogroms during the Russian Revolution.
The remains of Melnyk and his wife were exhumed from Luxembourg last week and then transported to Ukraine for reburial at Kyiv’s National Military Memorial, which opened last year for soldiers killed in Russia’s invasion of Ukraine.
“Glory to every Ukrainian hero! Glory to all our Ukrainian warriors! Glory to our people!,” Zelensky, who is Jewish, wrote in a post on X marking the ceremony, adding that he was “grateful to everyone who has worked to make such returns of great Ukrainian figures possible and to give the Ukrainian People their own pantheon of heroes.”
The reburial was quickly decried by Yad Vashem, Israel’s Holocaust memorial, which wrote in a post on X that it was “deeply troubled by such national commemorations, which come at the expense of historical truth and the memory of Holocaust victims.”
“Honoring the leader of a movement that supported and collaborated with Nazi Germany during the persecution and murder of millions of Jews undermines the moral integrity essential to Holocaust remembrance,” the post read.
Israel’s Foreign Ministry wrote on X that there is “no place for ignoring historical truth and the memory of the victims murdered by the Nazis and their collaborators.”
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