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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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India’s Modi Visits Israel, Expresses Support for Jewish State as US-Iran Tensions Mount
India’s Prime Minister Narendra Modi and Israel’s Prime Minister Benjamin Netanyahu attend a welcome ceremony upon Modi’s arrival at Ben Gurion International Airport in Lod, near Tel Aviv, Israel, Feb. 25, 2026. Photo: REUTERS/Shir Torem
India’s Prime Minister Narendra Modi arrived in Israel on Wednesday for a two-day visit that both countries have cast as a chance to deepen relations, as regional concerns mount over the risk of military conflict between the United States and Iran.
In an address to the Israeli parliament, Modi told lawmakers that India stood with Israel “with full conviction” as he shared his nation’s condolences over the October 2023 Hamas attack.
“Like you, we have a consistent and uncompromising policy of zero tolerance for terrorism, with no double standards,” he said.
Both Modi and Israeli Prime Minister Benjamin Netanyahu, who also addressed the parliament, spoke of terrorist attacks that their nations had faced, with Netanyahu saying India and Israel both faced the challenge of confronting “radical Islam.”
Some opposition lawmakers briefly walked out of the special session, protesting at the speaker’s decision not to invite the head of the Supreme Court, but returned for Modi‘s remarks.
Netanyahu’s right-wing government, which the speaker belongs to, has had a confrontational relationship with the court.
Modi, a Hindu nationalist, became the first prime minister in India’s history to visit Israel in 2017, during which he and Netanyahu took a barefoot stroll on a beach in the northern port city of Haifa.
Both still in power nearly nine years later, the two leaders, who describe one another as friends, are expected to hold talks on artificial intelligence as well as defense at a time when Israel is seeking to increase its military exports.
An Israeli government official said Modi‘s visit would “pave the way for new partnerships and collaborations across many fields.” Bilateral ties were on the cusp of a significant upgrade, an Israeli foreign ministry official said.
US MILITARY BUILDUP NEAR IRAN
Modi is visiting as the United States deploys a vast naval force near Iran‘s coast ahead of possible strikes on the Islamic Republic, with the two countries at an impasse in talks over Tehran’s nuclear program. The Pentagon has also deployed an aircraft carrier to the Mediterranean, bound for Israel‘s coast.
A US attack on Iran could draw Iranian retaliation against Israel as well as US military facilities in Gulf Arab countries, where millions of Indians live and work and send home billions of dollars of remittances each year.
In his speech to lawmakers, Modi vaguely spoke about the challenges facing stability in the region, acknowledging that the landscape had become more challenging in recent years, but made no mention of the US military build-up, or of Iran.
He backed the US plan to end the war in Gaza, telling the parliament that it could lead to peace “for all people of the region, including by addressing the Palestinian issue.”
“The road to peace is not always easy. But India joins you and the world for dialogue, peace, and stability in this region,” Modi said.
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CIA Launches Fresh Social Media Push to Recruit Iranians as Trump Threatens Military Action
The seal of the Central Intelligence Agency is shown at the entrance of the CIA headquarters in McLean, Virginia, US, Sept. 24, 2022. Photo: REUTERS/Evelyn Hockstein
The US Central Intelligence Agency has posted on social media new Farsi-language instructions for Iranians wishing to securely contact the spy service.
The CIA recruitment effort comes amid a massive buildup of US military forces in the Middle East that President Donald Trump could order to attack Iran if talks with the US set for Thursday fail to reach a deal on Tehran’s nuclear program.
Trump began laying out the case for a possible US operation in his State of the Union speech on Tuesday, saying he would not allow the Islamic Republic, which he called the world’s biggest sponsor of terrorism, to have a nuclear weapon. Iran denies seeking a nuclear arsenal.
“They [Iran‘s leaders] want to start all over again, and are, at this moment again pursuing their sinister ambitions,” he said, accusing Iran of restarting its nuclear program, working to build missiles that “soon” would be capable of reaching the United States, and of being responsible for roadside bombings that have killed US service members and civilians.
“The [Iranian] regime and its murderous proxies have spread nothing but terrorism and death and hate,” the Republican president said about 90 minutes into his annual address to a joint session of the Senate and House of Representatives.
The CIA posted its Farsi-language message on Tuesday on its X, Instagram, Facebook, Telegram, and YouTube accounts.
The message is the latest in a series by the CIA aimed at enlisting sources in Iran, China, North Korea, and Russia.
The agency urged Iranians wishing to make contact to “take appropriate action” to protect themselves before doing so and avoid using work computers or their phones.
“Use a new, disposable device, if possible” and “be aware of your surroundings and who may be able to see your screen or activity,” continued the message, adding that those who make contact, provide their locations, names, job titles and “access to information or skills of interest to our agency.”
Those individuals, said the message, should use a trusted Virtual Private Network “not headquartered in Russia, Iran, or China,” or the Tor Network, which encrypts data and hides the user’s IP address.
The CIA declined to comment. Iran’s delegation to the United Nations did not immediately respond to a request for comment.
US envoys Steve Witkoff and Jared Kushner are scheduled to meet Iranian officials led by Foreign Minister Abbas Araqchi in Geneva on Thursday for a new round of negotiations on Tehran’s nuclear program.
Trump has threatened military action if the talks fail to reach an agreement, or if Tehran executes people arrested for participating in nationwide anti-government demonstrations in January.
Rights groups say thousands of people were killed in the government crackdown on the protests, the worst domestic unrest in Iran since the era of its 1979 Islamic Revolution.
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UK Green Leader Backs Proposed ‘Zionism Is Racism’ Party Platform
A Green Party march in London. Photo: Alan Stanton/Flickr
The top official in the United Kingdom’s Green Party has come out in support of a “Zionism Is Racism” motion to be debated at the party’s March conference which could shift the leftist political organization’s official position to full-scale removal of Israel off the map, to be replaced with “a single democratic Palestinian State in all of historic Palestine with Jerusalem as its capital.”
Lubna Speitan, a British-Palestinian Green Party member who serves in the Greens for Palestine Steering Group and the Greenwich Palestine Alliance, on Tuesday announced she had submitted Motion A105, creatively titled “Zionism Is Racism,” for debate at the UK Green Party’s Spring Conference on March 28.
The measure has received the support of Green Party Leader Zack Polanski.
“I’ll wait to hear the debate, but absolutely, if the definition of Zionism is what is happening right now by the Israeli government, then yes, absolutely, that’s racist and I’ll vote for it,” he said on Times Radio.
However, Speitan’s proposal goes much further than condemning Zionism — the national movement of the Jewish people to reestablish a state in their ancient homeland — as an allegedly racist ideology, a slander which the Soviet Union’s espionage agencies began promoting in the 1970s, most notably and successfully at the United Nations General Assembly with the passage of Resolution 3379 on Nov. 10, 1975. The infamous measure, which asserted that Zionism was “a form of racism and racial discrimination,” was ultimately overturned in 1991.
The Soviet Union’s effort to link Zionism to racism drew arguments from the notorious “Protocols of the Elders of Zion” and argued that Judaism’s concept of “the chosen people” promoted racial superiority.
“This deliberate slur interpolated and distorted the real meaning of Judaism which explains the Jewish people are ‘chosen,’ or set apart, for special and burdensome religious and social obligations,” according to the American Jewish Committee.
Speitan’s measure calls for the Green Party to adopt Hamas’s position of eliminating Israel from the map, to replace the Jewish state with a Palestinian state.
The motion offers eight points, the third of which appears to call for either the mass expulsion or genocide of the Israeli people: “Following from Motion E05, which affirmed that Israel is an apartheid State committing genocide, and Motion E07 supporting reparations and accountability, the Green Party supports the establishment of a single democratic Palestinian State in all of historic Palestine with Jerusalem as its capital, equal rights for all, and the right of return for Palestinians and their descendants.”
Speitan connects this call for “the right of the return” with announcing an end of a Jewish state. This longstanding Palestinian demand insists that potentially millions of descendants of Palestinian refugees should return to the land of Israel, a step that, according to many pro-Palestinian activists, would result in the abolition of the world’s only Jewish state.
The measure also advocates explicit support for terrorism against Israel, with point four stating that the Green Party would affirm “the Palestinian people’s inalienable right to self-determination, including the right of the Palestinian people to resistance and liberation from Israeli occupation, domination and subjugation, and acknowledges that the struggle to achieve that liberation by all available means under international law is legitimate.”
This apparent advocacy of violence aligns with statements made last year by Speitan in support of terrorism against the Jewish state.
“The only way forward for the liberation of any people is going to be by force, what was taken by force must be returned by force and this comes with military intervention, and for me I support our right to the armed struggle. We must never deny that,” Speitan said in a September 2025 speech. “I will refuse to condemn the resistance of any repressed or occupied people because we have that right. Only we can claim self-defense, not the occupier.”
Speitan continued, “The moment we rise, we call for resistance, [they say] ‘you terrorist.’”
John Mann, the UK government’s independent adviser on antisemitism, labeled Speitan’s anti-Zionist proposal “support for terrorism and overt racism against Jews. There is no ambiguity. It’s from the extreme margins of politics.”
He went on to invoke former UK Labour Party Leader Jeremy Corbyn, whose time at the helm of the party was marked by a succession of scandals involving antisemitism, to show how extreme the Green Party has become.
“This is well beyond anything that happened during Labour under Jeremy Corbyn,” Mann declared. “This makes Corbyn look like a moderate. The crank element that even Corbyn was worried about has entered the Greens en masse.”
Speaking to Britain’s Daily Mail, Israel’s Deputy Foreign Minister Sharren Haskel labeled the motion “one of the most hateful and racist documents I’ve ever read.”
“It calls for the destruction of Israel and seeks to justify terrorism against Israel,” Haskel added, referring to the proposal. “Its intent is to justify the destruction of the Jewish homeland and deny the right of Jews to a national home. The double standards are extraordinary as they demand a national home for Palestinians but not Jews.”
Haskel added, “I completely condemn this horrific document and hope the people of the UK see the Greens for what they are – a racist and hateful political party.”
The group Jewish Greens has urged voting against Speitan’s proposal.
“This is not your run-of-the-mill motion opposing Israel’s actions (something that Jewish Greens would have no problem with), but something much more problematic that is likely to make Jews feel unwelcome in the Green Party,” the group stated. “We urge Green Party members to listen to their Jewish comrades within the party, and consider whether this motion is appropriate for the type of party they want to be in.”
The statement urged for a broader understanding of Zionism, explaining that “calling all forms or interpretations of Zionism ‘racism’ is painting a very diverse group of people with a very broad brush and in effect, it accepts the most extreme right-wing version of Zionism (aka – Kahanism) peddled by the far right as definitive. This is like accepting the EDL’s definition of Englishness. Or like banning all forms of USA nationalism based on the horrendous crimes of the Trump administration.”
Reflecting on the degree with which the party had shifted in recent years, Mann called Speitan’s measure “about as far away as from Green politics of the past as is possible. Greens used to be about stopping fossil fuels and nuclear power and building wind farms. Now hate is bringing members surging into the Green party.”
On Oct. 19, 2025, the Green Party of England and Wales announced that “membership has surged past the Conservative Party, making the Greens the third largest party in the UK. From this position, and with Labour’s clear shift to the right, it’s clear that the Greens are now the Party of choice to counter Reform and their brand of divisive politics.”
The party stated that “membership now stands at over 126,000. This latest milestone marks an 80 percent increase since Zack Polanski was elected Leader of the party last month. The Greens now have more than double the reported members of the Liberal Democrats.”
Polanski said then that British politics “is changing and support for old-style parties built on privilege and power is shrinking. Increasing numbers of people are walking away from the politics of austerity, inequality and division and choosing a new kind of politics that offers a bold, hopeful vision of prosperity, equality and unity. Our membership boom reflects growing public frustration with the political status quo and a hunger for genuine alternatives.”
According to the UK’s Jewish News, Polanski has faced mounting pressure to support the latest anti-Zionist motion from a new group of hardline anti-Israel activists within the party. “Supporting the motion would effectively mean declaring his own mother and other members of his Jewish family — staunch supporters of Israel who have criticized pro-Palestine marches — as racists,” the outlet noted.
A YouGov poll of UK party preferences conducted Feb. 9-10, 2025, placed the Greens as the fifth most popular party in the country coming in at 9 percent support compared to the Liberal Democrats (14 percent), Conservatives (21 percent), Labour (25 percent), and Reform UK (26 percent). A total of 21 percent of Britons polled said they would consider voting for a Green candidate with higher levels of support among those 18-24 (36 percent) and 25-49 (27 percent).
In Britain’s House of Commons, Green politicians currently occupy four seats compared to 404 controlled by Labour, 116 to the Conservatives, 72 to Liberal Democrats, 13 independents, 9 members of the Scottish National Party, and 8 members of Reform UK. Pollsters in the UK have found considerable crossover between the Liberal Democrats and the Greens with 51 percent of the members in each party supporting a merger with the other.
The Jewish Greens explained the practical implications of what adoption of the “Zionism Is Racism” position would entail for the party, noting that any member supporting Zionism could then potentially be expelled, a position which the Democratic Socialists of America (a group with 78,000 members) explicitly adopted last year.
“Most Jewish institutions in the UK have some sort of connection to Zionism. Some closer, some less so. The motion proposers – in a response to a question from Jewish Greens – have made it clear that they will expect the motion to proscribe Zionists,” the Jewish Greens stated. “This gives the party the option to expel almost any Jew involved in organized communal life or who has ever been, including our party leader. Meaning that most Jews in the party – whether they define themselves as Zionists or not – are one grudge away from being dragged through the disciplinary process on spurious charges of ‘Zionism.’”