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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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Cruz Calls for US to Join Israel, Taiwan in Recognizing Somaliland
US Sen. Ted Cruz (R-TX) speaks during a Senate Commerce, Science, and Transportation Committee hearing on Capitol Hill in Washington, DC on April 15, 2026. Photo: Tom Williams/CQ Roll Call/Sipa USA via Reuters Connect
US Sen. Ted Cruz (R-TX) has renewed his calls for the Trump administration to recognize Somaliland as an independent and sovereign state, arguing the self-declared African republic would be a significant strategic partner if Washington were to formalize relations.
“Somaliland is a geo-strategic US maritime security partner in Africa,” Cruz said last week during a hearing on US counterterrorism approaches in Africa. “It sits along the Gulf of Aden near one of the world’s busiest shipping corridors and its forces actively contribute to counterterrorism and anti-piracy missions.”
Somaliland, which has claimed independence for decades in East Africa but remains largely unrecognized, is situated on the southern coast of the Gulf of Aden and bordered by Djibouti to the northwest, Ethiopia to the south and west, and Somalia to the south and east. It has sought to break off from Somalia since 1991 and utilized its own passports, currency, military, and law enforcement.
Unlike most states in its region, Somaliland has relative security, regular elections, and a degree of political stability.
“Somaliland stands with our allies, including Taiwan and Israel, and aligns with US interests in a region where China is aggressively expanding,” Cruz said. “Most recently, Israel’s decision to formally recognize Somaliland in December 2025 underscores its growing strategic relevance.”
In December, Israel recognized Somaliland’s independence, becoming the first UN-recognized country in the world to do so — Taiwan did in 2020 — while igniting a diplomatic firestorm in Somalia and dozens of Muslim nations which condemned the decision.
Israel announced the appointment of its first ambassador to Somaliland earlier this month. Less than two months earlier, the first official delegation from the self-declared African republic — 25 water sector workers — arrived in Israel for help on tackling their water crisis at home.
As for the US, Cruz noted that Gen. Dagvin Anderson, the Commander of US Africa Command, had met with partners in Somaliland last year “to assess the security environment and to review Berbera’s operational capacity.”
“This is the kind of partner we should be encouraging and one that will shape how we confront CT challenges in the Horn of Africa,” he added.
Anderson visited Somaliland’s capital Hargeisa and Berbera, the site of a rapidly developing trading port operated by Dubai’s DP World, one of the world’s top shipping and logistics companies which manages 10 percent of global container trade.
On Thursday, Somaliland President Abdirahman Mohamed Abdullahi visited the United Arab Emirates (UAE), responding to an official state invitation. The UAE has nurtured a longstanding relationship with Somaliland, previously supporting training for the country’s military in 2018. The deal for constructing the Berbera port will allow the UAE to maintain a presence for 30 years.
Israel’s recognition of Somaliland has “solidified a ‘Berbera Axis’ (Israel-UAE-Ethiopia) centered on port access and maritime monitoring,” according to an analysis by Marie de Vries, a researcher at the French think tank La Fondation Méditerranéenne D’études Stratégiques (Mediterranean Foundation for Strategic Studies), or FMES. In contrast, she added, a “Mogadishu Axis” has emerged due to a partnership of Somalia with Turkey, Egypt, and Saudi Arabia
Cruz’s comments came after US Rep. John Rose (R-TN) told The Algemeiner that he supported the US recognizing Somaliland.
“I think it’s also an important element that this is a relatively well-functioning democracy, and we think the United States should encourage that,” said Rose, who also touted the strategic benefits for the US. He introduced legislation to push the US government to study boosting economic ties with Somaliland.
Cruz addressed the arguments of those who oppose recognition of Somaliland in last week’s hearing.
“Critics argue that recognizing Somaliland could introduce new CT [counterterrorism] risks or undermine our posture in Mogadishu. I would argue the opposite,” Cruz said. “Working with a capable, willing partner like Somaliland strengthens our posture, particularly when Somalia itself continues to struggle with instability and persistent terrorist threats.”
Nick Checker, senior official in the US State Department’s Bureau of Africa Affairs who testified at the hearing, said that while Somaliland has been a “very good partner” on counterterrorism, US President Donald Trump’s current position is not to support formal recognition.
“I certainly agree with you that Somaliland has been a very good partner CT and otherwise with the United States. We’ve had a positive relationship with both them and other member states,” Checker said. “But you know the policy of the administration for now is that we do continue to recognize, as you know, the territorial integrity and sovereignty of the federal government of Somalia. But within that framework, we still do obviously look for opportunities to deepen our cooperation with Somaliland.”
Cruz expressed optimism that Trump would change his position.
“Well, I think the implications would be strengthening an ally, and I think clarity is powerfully effective in foreign policy and national security,” Cruz responded. “And I think that is an approach that President Trump has embodied. So, I have a high level of optimism that by the end of this term, President Trump will recognize Somaliland.”
Cruz previously called on Trump to recognize Somaliland in an August 2025 letter.
Somaliland “has proposed hosting a US military presence near the Red Sea along the Gulf of Aden and is open to critical minerals agreements that would support our supply chain resilience,” Cruz wrote in his letter. “The US-Somaliland partnership is robust, and it is deepening.”
Somaliland says it has significant mineral resources, and officials have expressed a willingness to offer the US a strategic military base at the entrance to the Red Sea and critical minerals as part of a deal that would include formal recognition.
However, China has strongly opposed any such moves.
“The Chinese Communist Party (CCP) is using economic and diplomatic coercion to punish Somaliland for its support for Taiwan, as well as to undermine that support,” Cruz wrote in last year’s letter. “The government of Somalia has played an unfortunate role in these efforts: In April 2025, the CCP arranged for Somalia to bar Taiwanese passport holders from transiting into Somaliland, and Chinese support to Somalia is benefiting anti-Somaliland groups working to erode its sovereignty.”
China’s embassy in Somalia released a statement in response to Cruz’s letter declaring that Beijing “firmly opposes this misconduct. Senator Cruz’s remarks constitute serious interference in the internal affairs of Somalia and reflect the hegemonic and bullying attitude of certain US politicians towards the Somali people.”
Cruz referenced China’s response during last week’s hearing.
“Unsurprisingly, the Chinese Communist Party immediately condemned my letter, which only shows how important Somaliland is to US national security,” he said.
De Vries described in her FMES report that “recognition of Somaliland risks normalizing Taiwan’s presence in a region where China has heavily invested in ports, telecommunications, and security partnerships. China’s reaction is driven less by the legal status of Somaliland than by a broader strategic calculus focused on preventing Taiwanese visibility and safeguarding Djibouti’s role as a primary regional hub.”
China established its first overseas military base in Djibouti in 2017.
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‘Scarier Than the Holocaust’: Survivor of Nazi Camps, Oct. 7 Dies at 92
Daniel Louz speaks at Auschwitz-Birkenau as part of the annual March of the Living, May 2024. Photo: Screenshot
Less than two weeks after lighting a Holocaust Remembrance Day torch and saying the Oct. 7, 2023, attack on Israel was scarier than the Nazis’ genocide of European Jews, Daniel Louz, who escaped Nazi persecution as a child and survived the Hamas massacre at Kibbutz Be’eri eight decades later, has died at 92.
The nonagenarian lit a torch at the Israeli Holocaust Remembrance Day ceremony at Kibbutz Yad Mordechai, where the annual Holocaust and Heroism Memorial Rally has been held for decades. In an interview with the Yedioth Ahronoth newspaper before the ceremony, he spoke prophetically – and with humor – about his declining health.
“You see me happy and smiling in the photo, but my health is really not good,” he said. “Soon I will have to return my soul to the Creator, but I make an effort for the camera.”
Born in France, Louz was a child when Nazi Germany invaded in 1940. He and his family were held in three concentration camps in France, separated for years between different camps, with his mother and sister in one place and his father in another. The family survived, but most of his relatives, including 10 aunts and uncles and two cousins, did not.
Two years ago, on Holocaust Remembrance Day, Louz visited Auschwitz-Birkenau with the annual March of the Living, where he also took part in a torch-lighting ceremony.
Louz immigrated to Israel in 1949. He first lived on Kibbutz Nirim in the Negev and later made his home at Kibbutz Be’eri.
“I began to breathe again,” Louz said of the move to Israel.
Louz described the events of Oct. 7, 2023, in Be’eri, one of the communities hit hardest during the Hamas-led attack. On Oct. 6, like many Be’eri residents, Louz marked the kibbutz’s anniversary. The next morning, Hamas terrorists stormed the community. Of the kibbutz’s roughly 1,200 residents, 101 were murdered and 30 were kidnapped. Hundreds of homes were destroyed and more than two years later, most of the community is still living elsewhere.
Louz was inside his home as the attack unfolded.
“We were already hostages in our own home, when Hamas terrorists entered the kibbutz,” he said.
“It was a deathly fear. It was even scarier than I remember as a child during that war,” he added.
Louz said he had not recovered from the trauma of the attack and expressed his hope for an end to war, adding that while he no longer believed he would live to see peace himself, he hoped his grandchildren would.
At Birkenau, Louz tied the memory of the Holocaust directly to the massacre in southern Israel.
“We, the survivors of the Holocaust, who established a home and a state – that constitute our great victory over the Nazis and antisemitism – light this torch in memory of those who perished in the Holocaust, and in memory of those murdered on Oct. 7,” he said, his voice shaking.
Approximately 2,500 Holocaust survivors were in areas directly affected by Oct 7, according to Israel’s Ministry of Welfare and Social Affairs. Roughly 2,000 of these survivors were forced to evacuate their homes from the Gaza envelope and northern Israel due to the subsequent war.
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An Indiana town had no Jewish cemetery. When its mayor died, it built one
When Marcus Levy died in Aurora, Indiana, in September 1871, the city gathered.
Levy was 63 years old, a native of Prague, and the mayor of Aurora. After the upheavals of 1848, he left Europe and arrived in New York a stranger and without means before making his way west. He came to Aurora around 1855 and, over the years, served as city treasurer, county treasurer, school trustee, and then mayor at the time of his death.
He was unmarried and died a poor man after a failed business investment. At his funeral, one fraternal resolution noted the “entire absence of any one related to him by blood.” But he did not die unknown. He had, as The Israelite newspaper of Cincinnati put it, gained the respect of those around him through “his integrity, his talents, and his goodness of heart, both in his private and public life.”
His funeral was held in the Methodist Episcopal Church, the largest building in town. Rabbi Goldammer of Cincinnati had traveled roughly 40 miles to Aurora to officiate. When Levy’s death was announced, one local report noted, “the grief of his friends and the public at large was no less poignant.”
Aurora marked the death formally. The town council recorded its “unfeigned sorrow,” described Levy as “a competent, faithful, and honest public official,” ordered Council Hall draped in mourning for 30 days, and directed city officers to attend the funeral as a group.
At 1 p.m., according to an account of the day, the services began. The church was filled to capacity, and probably more than half of those who came could not get in. One account estimated the attendance at more than 4,000 people.
Then the procession formed.
A German band led. The Aurora lodge of Masons followed in full regalia. Then came the Odd Fellows lodges, also in regalia. Another band. The hearse. Ladies and gentlemen “of the Jewish faith” in carriages. Citizens on foot.
The procession moved under direction through the city to River View Cemetery. One account said it extended nearly three miles. Another called it the largest funeral procession Aurora had ever seen.
At the graveside, rites were performed. The Masons and Odd Fellows conducted their fraternal ceremonies. Afterward, Rabbi Goldammer read the Jewish funeral service.
‘The wind is favorable’
The burial itself had nearly taken place elsewhere.
Because Aurora’s Jewish population numbered just four families, local Jews had first agreed to send Levy’s remains to Cincinnati, where there was an established Jewish cemetery.
But Aurora resisted that plan. According to one report, the “impressive desire of the community” was to keep within the city “as a dear memory” the remains of the man they had respected for so many years. Another account stated Levy’s friends in the city, “irrespective of religious belief,” insisted that he should be buried where he had spent so much of his life.
And so he was.
Levy was interred in River View Cemetery, and Rabbi Goldammer consecrated the ground. Yet the work did not end with the funeral. Rabbi Isaac M. Wise later explained that the Jews of Aurora and neighboring Lawrenceburgh, “few in numbers,” attempted to purchase three adjoining lots so that Levy’s grave might become part of a Jewish burial ground.
A second effort followed: to place “an appropriate monument” above Levy’s grave.
To raise the money, local Jews turned outward. Wise wrote that Abram Epstein and Joseph Meyer of Aurora took the matter in hand and invited him to lecture in the city for the benefit of the monument fund. Wise had refused other outside engagements that winter, but he went to Aurora on Jan. 20, 1873.
The lecture was held in the Presbyterian church. Its pastor, the Rev. A.W. Freeman, with the unanimous consent of his congregation, offered the building for the occasion. Wise described it as “a very pleasant and spacious building.” Before the lecture, Freeman’s daughter played the organ, and four local vocalists, including “one of the most respected bankers of the place and his lady,” sang a quartet.
Though revival meetings were underway in two other churches that same evening, Wise said the church was well filled with “a highly intelligent class of people,” who listened patiently for an hour and a quarter as he lectured on episodes from Jewish history and the world’s progress since then.
Afterward, Freeman, who had introduced Wise, rose and proposed a vote of thanks, which was unanimously approved.
Wise did not know how much money had been raised. He hoped only that the work would continue until the fund was sufficient to erect “a respectable monument” to Levy. He added that he would willingly serve again for that purpose.
A local writer had remarked that the event would be a curious spectacle, a Jewish rabbi speaking in a Christian church before a Christian audience. Wise rejected the novelty. There was nothing peculiar in it, he wrote, for one “to whom all men are equals whatever their creeds, languages, or places of nativity may be.” He added, “We worship one God and love one human family,” and told readers afterward, “We are steering in that direction, and the wind is favorable.”
In Aurora, a Jewish mayor died, and the town did not send him away.
They buried him and then worked to mark the ground.
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