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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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The Israel news we don’t hear – and the forces that silence us
I spent part of Shabbat reading about the stunning performance of the Israeli stock market — which is up dramatically since Oct. 7, outpacing the gains of the S&P by a significant margin.
The 35 Israeli stocks with the largest market capitalizations are up a whopping 90 percent since Oct. 7. Meanwhile, the S&P 500 was up 60 percent during that same time period.
I wondered why I had not read more about this, and was struck by what Eugene Kandel, the chairman of the Tel Aviv Stock Exchange, told Investors Business Daily.
“Israel was, and still is, under a PR attack from ideological actors, who finance huge campaigns against us,” Kandel said. “But even during these two years, the collaboration with so many organizations, companies, governments and investors did not stop despite threats and protests.”
Why aren’t we hearing about those collaborations?
Then the news of the Bondi Beach Hanukkah shooting broke. Instantly, all the peace of Shabbat dissipated, along with all the thoughts of collaborations — and who is covering what and why, and in which language.
Instead, I thought again of how terrorists worldwide seem to own a well-thumbed Jewish calendar. The date and timing of this massacre — on yet another Jewish holiday — was no accident, and Jews around the world know this.
We are living through a sustained campaign to make Jews afraid to be Jews. Attacks on Jewish holidays are an effort to erase Jewish joy, Jewish observance, and in the case of Hanukkah, Jewish history.
And perhaps we are also under a sustained campaign to minimize Jewish achievement.
Some politicians take notice
Some politicians are making efforts to look at the often-exhausting layers of what is happening and find ways to name them.
I appreciate the effort to find language for all of this. Representative Brian Mast, the chair of the House Foreign Affairs Committee and a Florida Republican, commented that he discerns a “very specific network that is in place that works together to sow antisemitism that is now, in many cases, working on the left and right across the media, to go out there and put this wedge in this relationship.”
He was referring to the U.S.-Israel connection.
Speaking at a Hudson Institute conference on antisemitism, he called this network a “very, very serious global threat across multinational organizations, media across the globe and adversaries and terrorist organizations.”
When he said “media,” I thought of the minimal coverage of the Israeli stock exchange and the strength of Israeli stocks.
The relief of acknowledgment
I felt a strange sigh of relief as I read Mast’s comments. It was the relief of actual acknowledgment. It was the relief of hearing someone trying to name things, even though I’m not sure if “network” is the best possible word.
Because something must be said.
What I noticed the day after the Bondi Beach massacre was the deep silence. The silence came from so many people that maybe “network” was the right word for it.
I went to a non-denominational holiday party this week, and no one mentioned what had happened in Australia. I wondered what the conversation would have been like if the shooting had happened at a Christmas tree lighting, or a drag story hour that turned into carnage. What would the conversation have been if any other group, but the Jewish community, had been targeted?
It’s unlikely that there would be total silence. Total non-acknowledgment. No words in a room of people who work with words.
The threat we face is not just the threat Representative Mast detailed, or the PR threat Kandel described. It’s also the silence, a silence so loud that it is visible as candlelight in the darkness.
How to respond to silence
I don’t know how to answer silence, but maybe some wiser people out there do.
Late last night, I saw a reel of a very long line of cars with menorahs on their roofs driving along the New York State Thruway, not far from the Palisades Mall, just a short drive from where I grew up.
The line of cars went on and on. The silent message was Do not be afraid. And I saw it as a response to Bondi Beach.
I hope there are more Hanukkah menorahs lit tonight, not less. And I also hope that we can consider bringing layers of truth into the light. Sometimes, layers represent both a dose of reality and an antidote against despair.
Yes, a father and son attacked the Jewish community on a holiday. But it is deeply important and also true that an unarmed Muslim father and fruit seller named Ahmed al Ahmed jumped on one of the gunmen and undoubtedly saved many lives.
The video of that heroic act should be watched by all.
It is a reminder that perhaps there is another “network” out there, a network of those who object to hatred. And it is a reminder that generalizations can only take us so far; as my mentor James Alan McPherson taught me, a story is about an individual at an individual moment in time.
Ahmed al Ahmed showed us all the power of an individual. And the power of a single layer in any truth, and in any story.
As for all those under-discussed Israeli companies holding on in wartime, through boycotts, pushing up the index by 90 percent since the worst day in Israeli history, continuing to collaborate with partners around the globe despite a PR onslaught to isolate them — even in this darkness, and in this silence, we see you.
The post The Israel news we don’t hear – and the forces that silence us appeared first on The Forward.
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Zohran Mamdani visits the Rebbe’s Ohel, increasingly a pilgrimage site for politicians
(New York Jewish Week) — Zohran Mamdani visited the gravesite of the Chabad-Lubavitch movement’s late leader on Monday, one day after the shooting that killed 15 people at an Australian Hanukkah event hosted by Chabad.
Yaacov Behrman, a Crown Heights activist who works as a PR liaison for Chabad, said Mamdani reached out about visiting the gravesite, known as the Ohel.
“Following the terrorist attack in Sydney, Australia, the mayor-elect asked to visit the Ohel to pay his respects and came last night,” said Behrman, who was present during Mamdani’s visit.
The New York City mayor-elect did not publicly share anything about his visit to the Ohel on Monday, but a photo obtained and posted by Forward journalist Jacob Kornbluh showed Mamdani wearing a black velvet kippah standing at the gravesite.
Mamdani had shared a lengthy statement on Sunday morning calling the Bondi Beach attack a “vile act of antisemitic terror.”
“I mourn those who were murdered and will be keeping their families, the Jewish community, and the Chabad movement in my prayers,” Mamdani wrote.
Mamdani specifically mentioned Rabbi Eli Schlanger, who was killed in the attack, and his “deep ties to Crown Heights,” the Brooklyn neighborhood that is home to the headquarters of the Chabad-Lubavitch movement.
“What happened at Bondi is what many Jewish people fear will happen in their communities too,” Mamdani wrote.
Monday marked Mamdani’s first known visit to the Ohel, which is in the Old Montefiore Cemetery in Queens, and is a site with particular significance for adherents and admirers of the Chabad movement. It is the resting place of the movement’s two most recent leaders: Menachem Mendel Schneerson, known as the Lubavitcher Rebbe, and his father-in-law, Yosef Yitzchak Schneerson.
In recent years, it has become an oft-visited site by Jewish and non-Jewish politicians and public figures.
The Ohel draws 1 million visitors per year, according to Chabad’s website, who are “religious and not, laypeople and leaders, Jews and non-Jews, each one coming to pray, seek inspiration and find solace.”
Mamdani’s predecessor, Mayor Eric Adams, has visited the Ohel at least seven times, and has said that he finds himself there during “the most difficult days” of his life. President Donald Trump visited the Ohel to mark the first anniversary of Hamas’ Oct. 7, 2023, attack on Israel.
Other visitors to the site in the last five years include Ivanka Trump; New York Gov. Kathy Hochul; then-Long Island congressman Lee Zeldin, who is Jewish and now heads Trump’s EPA; Robert F. Kennedy, Jr. during his presidential candidacy; Rep. Mike Lawler; Sen. Kirsten Gillibrand; and New Jersey Sen. Cory Booker. Argentinian president Javier Millei and Sara Netanyahu, the wife of Israeli Prime Minister Benjamin Netanyahu, have both visited from abroad.
“There’s nothing opulent about it,” Rabbi Motti Seligson, a Chabad spokesperson, told the Free Press during a tour of the Ohel in early 2025.
Visitors have found deep meaning in their time in the open-roofed mausoleum. Booker, who prays at the Ohel on the eve of his elections, told the Free Press that he finds “something universally spiritual about that sacred space” even though he is not Jewish.
“I find my visits are both grounding and expanding,” Booker said.
Mamdani’s visit to the Ohel comes as Chabad officials and Jewish leaders are doubling down on their efforts to celebrate Hanukkah with public menorah lightings around New York City. Those events have surged in attendance in the wake of the Bondi Beach attack.
The visit is Mamdani’s most recent appearance in a primarily Orthodox Jewish space as he seeks to overcome skepticism among many Jewish voters who were turned off by Mamdani’s opposition to Israel. Voters in Crown Heights, where the Chabad-Lubavitch community is headquartered, turned out heavily for Andrew Cuomo in November’s general election.
The mayor-elect attended a celebration by the Satmar Hasidic sect last week, which is anti-Zionist for religious reasons. He was endorsed by a Satmar rabbi, Moishe Indig, and was welcomed to a sukkah by Indig in the fall.
During the Democratic primary, he made an appearance at a breakfast organized by the Council of Jewish Organizations of Flatbush, where there was a large Orthodox Jewish population.
The photo of Mamdani at the Ohel circulated in Jewish WhatsApp groups, and has been shared by some local Chabad chapters’ social media pages.
“His decision to go was surprising,” Chabad Virginia Beach wrote in an Instagram post. “But we all know that when light and darkness meet, light has the power to transform. And this place is a place of light.”
The post Zohran Mamdani visits the Rebbe’s Ohel, increasingly a pilgrimage site for politicians appeared first on The Forward.
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Iran Opposes Grossi’s UN Secretary-General Candidacy, Accuses Him of Failing to Uphold International Law
UN nuclear watchdog chief Rafael Grossi holds a press conference on the opening day of the International Atomic Energy Agency’s (IAEA) quarterly Board of Governors meeting in Vienna, Austria, Sept. 8, 2025. Photo: REUTERS/Elisabeth Mandl
Iran has publicly opposed International Atomic Energy Agency (IAEA) Director-General Rafael Grossi’s potential appointment as UN Secretary-General next year, accusing him of failing to uphold international law by not condemning US and Israeli strikes on Iranian nuclear sites during the 12-day war between Iran and Israel in June.
During a UN Security Council meeting on Monday, Iran’s Ambassador to the UN, Amir Saeid Iravani, sharply criticized Grossi, calling him unfit” to serve as UN Secretary-General next year, Iranian media reported.
“A candidate who has deliberately failed to uphold the UN Charter — or to condemn unlawful military attacks against safeguarded, peaceful nuclear facilities … undermines confidence in his ability to serve as a faithful guardian of the charter and to discharge his duties independently, impartially, and without political bias or fear of powerful states,” the Iranian diplomat said.
With UN Secretary-General Antonio Guterres’ term ending in December next year, member states have already begun nominating candidates to take over the role ahead of the expected 2026 election.
Since the start of the war in Gaza, Israel’s relationship with Guterres has spiraled downward, reaching a low point last year when then-Foreign Minister Israel Katz labeled the UN “antisemitic and anti-Israeli” and declared Guterres persona non grata after the top UN official failed to condemn Tehran for its ballistic missile attack against the Jewish state.
Last week, Argentina officially nominated Grossi to succeed Guterres as the next UN Secretary-General.
To be elected, a nominee must first secure the support of at least nine members of the UN Security Council and avoid a veto from any of its five permanent members — the United States, China, Russia, the United Kingdom, and France.
Afterward, the UN General Assembly votes, with a simple majority needed to confirm the organization’s next leader.
As head of the UN’s nuclear watchdog since 2019, Grossi has consistently urged Iran to provide transparency on its nuclear program and cooperate with the agency, efforts the Islamist regime has repeatedly rejected and obstructed.
Despite Iran’s claims that its nuclear program is solely for civilian purposes rather than weapons development, Western powers have said there is no “credible civilian justification” for the country’s nuclear activity, arguing it “gives Iran the capability to rapidly produce sufficient fissile material for multiple nuclear weapons.”
With prospects for renewed negotiations or nuclear cooperation dwindling, Iran has been intensifying efforts to rebuild its air and defense capabilities decimated during the 12-day war with Israel.
On Monday, Mohammad Eslami, head of the Atomic Energy Organization of Iran (AEOI), declared that the IAEA has no authority to inspect sites targeted during the June war, following Grossi’s renewed calls for Tehran to allow inspections of its nuclear sites and expand cooperation with the agency.
Iran has also announced plans to expand its nuclear cooperation with Russia and advance the construction of new nuclear power plants, as both countries continue to deepen their bilateral relations.
According to AEOI spokesperson Behrouz Kamalvandi, one nuclear power plant is currently operational, while other two are under construction, with new contracts signed during a recent high-level meeting in Moscow.
Kamalvandi also said Iran plans to build four nuclear power plants in the country’s southern region as part of its long-term partnership with Russia.
During a joint press conference in Moscow on Tuesday, Iranian Foreign Minister Abbas Araghchi reiterated Iran’s commitment to defending the country’s “legal nuclear rights” under the now-defunct 2015 nuclear deal, noting that Tehran’s nuclear policies have remained within the international legal framework.
Iran’s growing ties with Russia, particularly in nuclear cooperation, have deepened in recent years as both countries face mounting Western sanctions and seek to expand their influence in opposition to Western powers.
Russia has not only helped Iran build its nuclear program but also consistently defended the country’s “nuclear rights” on the global stage, while opposing the imposition of renewed economic sanctions.
Russian Foreign Minister Sergey Lavrov has described the reinstatement of UN sanctions against Iran as a “disgrace to diplomacy.”
In an interview with the Islamic Republic of Iran News Network (IRINN), Lavrov accused European powers of attempting to blame Tehran for the collapse of the 2015 nuclear deal, despite what he described as Iran’s compliance with the agreement.
Prior to the 12-day war, the IAEA flagged a series of Iranian violations of the deal.