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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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Report: Concerned with Iran’s Rearmament, Netanyahu to Propose to Trump Joint US-Israeli Military Action
Israeli Prime Minister Benjamin Netanyahu speaks during a press conference at the Prime Minister’s office in Jerusalem, Aug. 10, 2025. Photo: ABIR SULTAN/Pool via REUTERS
i24 News – Israeli Prime Minister Benjamin Netanyahu will lay out the case for a renewed attack against the Islamic Republic’s ballistic missile program to US President Donald Trump when the two leaders will meet at Mar a Lago in the last days of December, NBC News reported on Saturday.
While the damage visited on Iran’s ballistic missile program and uranium enrichment program during the 12-day war in June this year is understood to be substantial, Jerusalem is nevertheless concerned that Tehran restarted both, the report said, citing an official with direct knowledge of the matter and four former US officials briefed on the plans.
When the leaders meet at the president’s Florida estate, Netanyahu will make the case that Iran’s rebuilding efforts represent a threat necessitating swift and decisive action.
A White House spokesperson said that “The International Atomic Energy Agency and Iranian government corroborated the United States government’s assessment that Operation Midnight Hammer totally obliterated Iran’s nuclear capabilities. As President Trump has said, if Iran pursued a nuclear weapon, that site would be attacked and would be wiped out before they even got close.”
The visit to Mar a Lago on December 29, confirmed by Netanyahu’s office earlier this week, will mark the premier’s fifth trip to the US since Trump returned to office; it will be his first since the US-brokered ceasefire and hostage release deal in October that has halted the Gaza war after two years.
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Australia PM Says Jewish Community ‘Completely Unbreakable’ After Bondi Attack
Members of Bondi Surf Life Saving Club and North Bondi Surf Life Saving Club walk towards Bondi Beach during an event to stand shoulder to shoulder as they observe three minutes of silence to honour victims, responders, and lifesavers following the mass shooting that targeted a Jewish Hanukkah celebration at Bondi Beach on December 14, in Sydney, Australia, December 20, 2025. REUTERS/Audrey Richardson
Australian Prime Minister Anthony Albanese said on Saturday that the country’s Jewish community was “completely unbreakable” after attending a memorial at a Sydney synagogue for the victims of a mass shooting attack on a seaside Hanukkah celebration.
The mass shooting at Bondi Beach on Sunday, Australia’s worst in nearly 30 years, is being investigated as an act of terrorism targeting Jews. Authorities have ramped up patrols and policing across the country to prevent further antisemitic violence.
Albanese said the event he attended at the Great Synagogue in Sydney on Friday night showed “the spirit of our Jewish Australian community is completely unbreakable.”
“It was a night of unity, resilience, comfort, faith and love,” Albanese said in remarks televised from the capital Canberra, ahead of a national day of reflection on Sunday to honor the 15 people killed and dozens wounded in the attack allegedly carried out by a father and son.
LIFESAVERS RETURN TO BONDI BEACH
Albanese, under pressure from critics who say his center-left government has not done enough to curb a surge in antisemitism since Israel launched its war in Gaza, has vowed to strengthen hate laws in the wake of the massacre.
The government of New South Wales state, which includes Sydney, has also pledged a raft of reforms, including a tightening of hate and gun control laws.
It promised on Saturday to introduce a bill on Monday to ban the display of symbols and flags of “terrorist organizations,” including those of al-Qaeda, Al Shabaab, Boko Haram, Hamas, Hezbollah and Islamic State.
“The displaying of these symbols can only be done by someone who’s either deranged or has an intention to insult and intimidate and scare,” state Attorney General Michael Daley told a press conference in Sydney, where 15 of those injured in the attack remained hospitalized.
Around 1,000 surf lifesavers returned to duty at Bondi Beach on Saturday, restarting regular patrols after a halt sparked by the shooting on the first evening of the Jewish festival of lights. After the attack, authorities closed roads across the famed beachside suburb for several days.
The Bondi Beach volunteer and professional surf lifesavers, in their distinctive red and yellow uniforms, lined the sand on Saturday morning for two minutes of silence to honor the victims, Surf Life Saving Australia said.
Peter Agnew, the group’s president, said in televised remarks that the tribute was “out of respect to the Jewish community and also to support each other this morning.”
Australia’s Jewish community on Friday gathered at Bondi Beach for prayers, while hundreds of swimmers and surfers formed a huge circle in the waters off the beach to honor victims.
Alleged gunman Sajid Akram, 50, was shot dead by police at the scene. His 24-year-old son Naveed Akram, who was also shot by police and emerged from a coma on Tuesday afternoon, has been charged with 59 offenses, including murder and terrorism, according to police. He remained in custody on Saturday in hospital, Australian Federal Police Commissioner Krissy Barrett said in a statement.
Authorities believe the pair was inspired by militant Sunni Muslim group Islamic State, with flags of the group allegedly found in the car the two took to Bondi.
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We tried to fix Hallmark’s Hanukkah problem. Here’s the movie we made instead
Hallmark holiday movies are famously formulaic. They all have guaranteed happy endings and almost universally involve a homecoming, a life-changing shift in work-life balance and a chaste kiss amid glowing lights. But that doesn’t mean they have to be bad.
Since 2019, Hallmark has occasionally applied this formula to Hanukkah. This is generous of them. It is also where the trouble begins.
Sorry to be a Grinch, but this year’s installment in the Hallmark Hanukkah canon was not only corny (that’s to be expected) but also honestly kind of offensive. In the plot, a rabbi’s son comes home for the holidays and falls for the pastor’s daughter; their families end up combining Hanukkah and Christmas services and traditions to “unite their communities through song,” since, as the logline says, “coming together is the best way for everyone to celebrate the holiday season.”
After watching the movie, two of us — Mira Fox and Benyamin Cohen — cringed in dismay. We thought we could easily write a better plot, one that didn’t seem knocked out by a monkey typing into ChatGPT but still stays true to the frothy hallmarks people love about, well, Hallmark, complete with soapy romance and happy ending, but without the Christian hegemony.
So here’s our attempt. Give us a call, Hallmark.
The name
Love at First Light
The plot
Esther Rayzel Stiefel (not all Jewish women have generic names like Rebecca Goldstein) is a high-powered Jewish consultant who flies home to her struggling childhood synagogue to “fix Hanukkah,” a simple marketing mission her boss thinks will somehow reverse decades of suburban synagogue decline through a few simple branding choices.
Naive and headstrong, Esther believes it’s a task she can confidently take care of in one night, with a PowerPoint. Instead, it drags on for all eight days — derailed by committee meetings, Talmudic disputes and the discovery that Hanukkah is, theologically, a minor holiday that has nothing to do with synagogue attendance. This insight comes thanks to Esther’s new study partner: the synagogue’s new, young rabbi, Shaya Carlebach, who is singlehandedly revitalizing the shul’s youth attendance through his impish grin and knowledge of the slang term “6-7.”
Romance, sufganiyot and and a humorous montage of the pair trying to make an “elevated” latke out of everything but a potato ensue.
The cast
Kristen Bell, Emmy-nominated for her role as a non-Jewish podcaster dating a hot rabbi in Netflix’s Nobody Wants This, stars as Esther. Some call it stunt-casting, or worse, others progress: an attractive blond with a normal-sized nose can play a television Jewess.
A shaggy-haired Timothée Chalamet repurposes his Wonka topper as a black hat to play Shaya Carlebach, a Rashi-quoting neo-Hasid who has a penchant for Yiddish EDM and moonlights as a DJ. The supporting cast — including Benny Blanco playing himself as a music industry friend — all correctly pronounce the end of his last name as “CH” and not “CK.”
Jamie Lee Curtis, who has real-life experience restoring a shul, plays Shaya’s widowed mom who falls in love with the equally widowed dad of Esther, portrayed by Kelsey Grammar. The star of Frasier — whose sixth season featured the holiday episode “Merry Christmas, Mrs. Moskowitz” — already has daddy-daughter chemistry with Bell from their little-seen 2018 film Like Father.
Seth Rogen, his beard dyed white in a nod to Santa Claus, plays Esther’s boss, Nick Frost. Barbra Streisand makes a cameo.
Behind the scenes
Hallmark passes because the jokes have too much Yiddish and the executives didn’t get any of them. Also, Streisand requests fresh rugelach on set, a bark mitzvah for her cloned dog, and $18 million.
Warner Bros. pounces, but the script spends months in development, caught up in the midst of a corporate takeover. David Ellison, the new head of Paramount who is constantly trying to prove his Jewish bona fides, promises he’ll cast an Israeli, but only if he can fund the film using sovereign wealth funds from Saudi Arabia.
Netflix produces the movie instead, repurposing the menorahs from the Nobody Wants This set, and says it will give the film a short theatrical release to qualify for an Oscar. Diane Warren scores the soundtrack and includes a song called “Let the Light Find You.”
The opening scene
Esther, wearing a power suit that signals both competence and unresolved resentment toward her mother, kisses a mezuzah as she strides through a glossy open-plan office in Manhattan murmuring into her phone buzzwords like “engagement,” “deliverables” and “community buy-in.”
A junior colleague asks the meaning of Hanukkah. Esther pauses, realizes she doesn’t really know, and says, “I’m too farklemt to do this right now.” Also, she’s late for lunch with her mom, who offers to raise a grandchild so Esther can focus on her career if she’ll just pop one out like, yesterday. (Nagging Jewish mothers might be an overdone trope, but this anecdote is straight out of real life.)
Cut to Esther’s boss assigning her the Hanukkah account — Esther’s childhood synagogue, now hemorrhaging members and relevance. “We need to make it festive,” he says. “Warm. Universal. Christmas-adjacent.”
Esther promises quick results. She books a flight home that night. Eight candles appear on the screen. Only one is lit.
The meet-cute
Esther arrives at the synagogue, a product of multiple mergers over the decades, and buys a hot drink from the lobby cafe, The Kiddush Cup. As she reaches to grab the non-dairy creamer, her hand brushes up against Shaya. They both realize they’re lactose-intolerant and have undiagnosed Chron’s. She introduces herself briskly, explaining she’s here to “optimize Hanukkah engagement.” Shaya smiles and asks if she wants to study.
They sit down for a chevruta — Shaya pulls an Artscroll Talmud off the shelf while Esther opens her laptop to Sefaria.org. They both try not to stare at each other. It’s antagonistic, flirtatious and immediately derailed by a congregant interrupting to ask the rabbi whether LED candles can be used in a menorah. In his attempt to summarize the arguments for and against the electric candles, Shaya digresses into recounting Talmudic gossip, like that time one student lay under his rabbi’s bed while he had sex with his wife because “this, too, is Torah.” Esther begins to realize there might be more to Judaism than Hanukkah-print pajamas.
The plot twist
By night four, Esther’s PowerPoint has grown to 97 slides (98 if you’re counting the one showing all the Jewish a capella groups parodying KPop Demon Hunters into Hanukkah medleys.) She has zero buy-in. Every attempt to “rebrand” Hanukkah collapses: Is it about miracles? Assimilation? Resistance? Latkes? Mensch on a Bench?
Esther is beginning to worry that all her ideas about revitalizing Hanukkah are more about trying to imitate Christmas. Hanukkah stockings aren’t going to convince anyone to come to shul.
That’s when Shaya casually mentions Purim. Esther can’t believe she didn’t think of this herself. After all, she is named after the holiday’s heroine. Perhaps it is a nod to the megillah, in which God’s divine hand is hidden.
In their study sessions, Esther and Shaya begin to speak faster and faster, cooperatively overlapping, discussing how the best way to bring people into synagogue isn’t trying to make Judaism closer to Christianity, but instead leaning into real Jewish practices. Hanukkah bushes might be pretty lame but Purim spiels can be outlandish, whip-smart and fun.
“Wow,” Esther exclaims, “It’s pretty ironic how everyone wants to make Hanukkah about Christmas when the whole holiday is about religious zealots resisting assimilation!” They laugh heartily.
The ending
On the eighth night of Hanukkah, Esther finally gives up.
At the synagogue candle lighting, she scraps her prepared remarks — a TED-adjacent d’var Torah about resilience, relevance and light as metaphor — and instead tells the truth. Hanukkah, she says, doesn’t need to be fixed. It resists optimization. It has survived this long without a content strategy.
Still, Esther has to do something to prove to her boss that she succeeded and get a long-awaited promotion, so she and Shaya decide to host a sufganiyot-eating contest in concert with a local bakery; they have their first kiss covered in strawberry jam. But the real moral — and romance — comes in the beit midrash, with Esther’s realization of the real solution to the synagogue’s woes.
What this synagogue needs is a blowout Purim party: Costumes, chaos, congregational email threads. Shaya offers to DJ. Someone starts arguing about hamentaschen fillings. Good thing they have more than eight nights to plan this time. (Coming this spring, A Very Purim Proposal.)
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