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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 post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.
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‘This isn’t the Gov. Newsom that we know’: One week after apartheid remark, calls to reconsider remain unheeded
One week after California Gov. Gavin Newsom caused a stir by using the term “apartheid” to describe Israel, Jewish leaders in the state and beyond — have tried in vain to get him to walk back his statement.
Those seeking answers include allies of the term-limited governor, a likely presidential candidate, who have defended his record and even the comment itself.
Newsom said March 3 on a podcast that Israel had been talked about “appropriately as sort of an apartheid state,” and suggested that a time may come when the U.S. should reconsider its military aid to Israel.
Some Jewish leaders have said the apartheid comment had been taken out of context, and representatives of Jewish groups who met with the governor’s staff following Newsom’s remark called the conversation constructive. But Newsom has not backtracked in public appearances since then, leaving those leaders split on whether a serious contender for the 2028 Democratic nomination — long seen as a champion of Jewish causes — is plotting a new course on the national stage.
Newsom’s clarification two days later — noting that he was referencing a Thomas Friedman column in the New York Times about the direction Israel was headed — offered them little succor.
“It’s out of step,” said David Bocarsly, executive director of Jewish California, a group that represents more than 30 Jewish community organizations in the state. “This isn’t the Governor Newsom that we know.”
Newsom’s office did not respond to an inquiry.
‘Sort of an apartheid state’
Newsom made the remark in a live taping of Pod Save America, a podcast hosted by former Obama administration staffers Jon Favreau and Tommy Vietor. The duo, who are among the Democratic mainstream’s most vocal Israel critics, asked Newsom whether he thought the time had come to reevaluate American military support for the country.
In an extended response, Newsom brought up Israeli Prime Minister Benjamin Netanyahu.
“The issue of Bibi is interesting, because he’s got his own domestic issues,” Newsom said. “He’s trying to stay out of jail. He’s got an election coming up. He’s potentially on the ropes. He’s got folks, the hard line, that want to annex the West—the West Bank. I mean, Friedman and others are talking about it appropriately as a sort of an apartheid state.”
As to whether the United States should consider rethinking military support for Israel down the road, Newsom replied, “I don’t think you have a choice but that consideration.”
Newsom’s use of the term and apparent willingness to break from pro-Israel orthodoxy sent heads spinning. Jewish Insider described the interview as a “hard left” shift. A column in the Jewish Journal of Greater Los Angeles assailed Newsom for “finger in the wind politics.” And secular outlets like Politico and The Guardian reported that Newsom had likened Israel to an apartheid state.
Even organizations that have historically enjoyed a collaborative relationship with Newsom publicly condemned the remarks. Jewish California, whose member groups include the state’s local Jewish federations, took to Instagram to call them “inflammatory.”
Newsom said in a subsequent live appearance March 5 that he was referencing Friedman’s recent assertion that Israel annexing the West Bank without giving Palestinians equal rights would create an apartheid system.
“I was specifically referring to a Tom Friedman column last week, where Tom used that word, ‘apartheid,’ as it relates to the direction Bibi is going, particularly on the annexation of the West Bank,” he said. “I’m very angry with what he is doing.”
The clarification wasn’t strong enough for the Jewish California coalition. Bocarsly told The Jewish News of Northern California last week the groups hoped to see a definitive public statement from the governor that he continues to support funding for Israel’s defense and that he “doesn’t believe that a thriving, pluralistic and democratic society, as it is in its current state, is an apartheid state.”
Tye Gregory, chief executive of the JCRC Bay Area — a Jewish California member group — added to the outlet that “we need to hear directly from the governor.”
The coalition left its conversation with Newsom officials believing such a statement was forthcoming, but Bocarsly said his optimism was fading.
“It’s been several days, and we haven’t seen the clarification that we had hoped,” Bocarsly said. “And we’re still waiting.”
A loaded word
Some international and Israeli human rights organizations say Israel’s occupation of the West Bank and the treatment of Palestinians in the territory already constitutes apartheid.
The term was originally used to describe the system of institutionalized segregation in South Africa that granted the minority white population official higher status, denied nonwhites the right to vote and enforced a range of other forms of economic, political and social domination. Those applying the apartheid term to Israel point to the Israeli citizenship, voting rights, freedom of movement and legal protections granted in the West Bank to Israeli residents but not Palestinians in the territory.
But many Jews say that any charge of apartheid — whether referring to the present or a hypothetical future — oversimplifies the Israeli-Palestinian conflict and is used as a cudgel to delegitimize the Jewish state, where within its boundaries Israeli Arabs can vote and travel freely.
Israel annexing the West Bank — a stated goal of far-right ministers in the Netanyahu coalition like Itamar Ben Gvir and Bezalel Smotrich — would replace the premise of Palestinian sovereignty in the territory, which is officially governed by the Palestinian Authority, and enshrine the two-tier system. Such a step, Friedman wrote in a Feb. 17 column, would amount to apartheid.
“It’s been several days, and we haven’t seen the clarification that we had hoped. And we’re still waiting.”
David BocarslyExecutive Director, Jewish California
Bocarsly believed that Newsom’s reference to apartheid had been misinterpreted — even after the governor clarified his views — as describing Israel today, rather than a future scenario.
Nevertheless, he said, by invoking the term “apartheid” at all the governor had played into an effort among Israel’s detractors to make use of terms like “apartheid” and “genocide” to describe the Jewish state’s actions a litmus test for elected leaders.
Only a month earlier, Democratic State Senator Scott Wiener — then the co-chair of California Legislative Jewish Caucus — called Israel’s war in Gaza a genocide, after first declining to during a congressional candidate debate and getting jeers in response.
“For someone as close to our community as Gavin Newsom is, I think it was disappointing and painful for a lot of people to see that he was falling into this test,” Bocarsly said. “We want to know that when it comes down to it, that he is willing to avoid criticizing Israel in that way.”
Halie Soifer, chief executive of the Jewish Democratic Council of America, said Newsom’s initial comments had been taken out of context, and she was satisfied with his later clarification. Instead, she objected more to Newsom’s suggestion that the U.S. might eventually withhold military aid to Israel. The JDCA rejects withholding or conditioning such aid in its platform.
Still, while the “apartheid” phrase got the most attention, Soifer suggested it was just as revealing when — in the same podcast appearance — Newsom had described Israel’s rightward turn under Netanyahu as “heartbreaking.”
“It’s indicating his emotions are actually in this but also disagreement with the policies of the current Israeli government,” Soifer said. “And that is a view that polling has consistently shown is held by the vast majority of American Jewish voters.”
But she acknowledged that further backtracking would help, noting that she had listened to the section of the podcast multiple times to get a clear idea of his intent.
“I don’t think the average person is doing that,” Soifer said in an interview, “and he shouldn’t assume that either.”
The governor you know
The comments seemed to break with Newsom’s track record of verbal and legislative support for Jewish life both in the state and in Israel.
During his seven years in the governor’s office, he has funded the largest nonprofit security grant program in the nation, signed a landmark bill aimed at addressing antisemitism in public education and poured some $50 million into Holocaust survivor assistance programs. He also visited Israel to meet with Oct. 7 survivors less than two weeks after the attacks.
That made Newsom’s failure to hedge in a more fulsome way all the more confounding for his Jewish allies.
Gregg Solkovits, president of Democrats for Israel Los Angeles, a Democratic party club, thought the governor had been intentionally vague — and was intentionally waiting out the Jewish criticism — to “protect his left flank” as a future presidential candidate.
“He knows that in the upcoming election, there will be Bernie-supportive candidates who are going to be running for the nomination, and he will be attacked for being too pro-Israel, which he has been consistently,” Solkovits said. “Would I wish that he had not taken that approach entirely? Of course. I also understand he’s running for president.”
Soifer offered that Newsom might just be waiting for the right opportunity.
“He doesn’t actually legislate on this particular issue, so perhaps he feels he doesn’t need to clarify,” she said. “But I think it would be helpful for him to clarify that, especially if he’s seeking an opportunity at some point in the future to weigh in on such decisions.”
The post ‘This isn’t the Gov. Newsom that we know’: One week after apartheid remark, calls to reconsider remain unheeded appeared first on The Forward.
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Norway Police Apprehend 3 Suspects in US Embassy Bombing
Police vehicles outside the US embassy, after a loud bang was reported at the site, in Oslo, Norway, March 8, 2026. Photo: Javad Parsa/NTB/via REUTERS
Norwegian police said on Wednesday they had apprehended three brothers suspected of carrying out Sunday’s bombing at the US embassy in Oslo, in an attack investigators have branded an act of terrorism.
The powerful early-morning blast from an improvised explosive device (IED) damaged the entrance to the embassy‘s consular section but caused no injuries, Norwegian authorities have said.
The three suspects, all in their 20s, are Norwegian citizens with a family background from Iraq, police said.
“They are suspected of a terror bombing,” Police Attorney Christian Hatlo told reporters.
“We believe they detonated a powerful bomb at the U.S. embassy with the intention of taking lives or causing significant damage,” Hatlo said, adding that none of the suspects had so far been interrogated.
One of the men was believed to have planted the bomb while the two others were believed to have taken part in the plot, Hatlo said.
The brothers, who were not named, had not previously been subject to police investigations, he added.
A lawyer representing one of the three men said he had only briefly met with his client and that it was too early to say how the suspect would plead.
Lawyers representing the two others did not immediately respond to requests for comment when contacted by Reuters.
“Although it is early in the investigation, it is important that the police have achieved what they characterize as a breakthrough in the case,” Norway‘s Minister of Justice and Public Security Astri Aas-Hansen said in a statement.
Images of one of the suspects released by police on Monday showed a hooded person, whose face was not visible, wearing dark clothes and carrying a bag or rucksack.
Investigators on Monday said one hypothesis was that the incident was “an act of terrorism” linked to the war in the Middle East, but that other possible motives were also being explored.
Police are now investigating whether the bombing was done on behalf of a foreign state, Hatlo said, reiterating that they were also looking into other possible motives.
Europe has been on alert for possible attacks as the US and Israel conduct air strikes on Iran and Iran strikes Israel and US targets in the Middle East.
On Monday, a synagogue in the Belgian city of Liege was damaged by a blast that authorities called an antisemitic attack. It was not clear who was behind it.
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Belgium’s Jewish Community Sounds Alarm on Rising Antisemitism After Liège Synagogue Attack
Police secure the site of a synagogue damaged by an explosion early on Monday, in Liege, Belgium, March 9, 2026. Photo: REUTERS/Yves Herman
Just days after a synagogue in Liège, Belgium was struck in an apparent antisemitic bombing, the local Jewish community is sounding the alarm over a surge in hostility and targeted violence against Jews across the country.
In an interview with the local news outlet La Première on Tuesday, the president of the Committee of Jewish Organizations in Belgium (CCOJB), Yves Oschinsky, called on government authorities to deploy soldiers to protect Jewish sites and institutions if police protection proves insufficient.
Following the attack on a synagogue in Liège, a city in the country’s eastern region, early Monday morning, Oschinsky warned that the Jewish community faces a far greater threat than authorities publicly acknowledge, emphasizing that Jewish institutions remain at heightened risk.
He also slammed the government for failing to appoint a national coordinator to fight antisemitism, while urging political parties and officials to take urgent, concrete action to protect the Jewish community.
Like most countries across the Western world, Belgium has seen a rise in antisemitic incidents over the last two years, in the wake of the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
According to the Belgian Interfederal Center for Equal Opportunities and the Fight against Racism and Discrimination (Unia), which tracks antisemitism nationwide, 192 reports of antisemitism and Holocaust denial were filed in 2025, following a record 270 cases in 2024 — marking two consecutive years well previous years.
Before the Oct. 7 atrocities, only 31 antisemitic cases had been reported in Belgium in 2022.
On Tuesday, the Brussels-based Jonathas Institute released a new report warning that antisemitic prejudices remain widespread and deeply entrenched in Belgium.
“The results are clear: the study highlights that the population of Brussels continues to hold many antisemitic stereotypes ‘inherited from the past’ of a religious or political nature,” the institute said in a statement.
The newly released report found that 40 percent of respondents in Brussels agreed with the claim that Jews control the financial and banking sectors, while one in four blamed Jews for various economic crises.
According to the study, these stereotypes are “sometimes expressed as obvious truths” without overt hostility, a pattern the report warns makes them especially prone to being trivialized, particularly online.
More than one in five Belgians believe Jews are “not Belgians like the others,” while 21 percent label Jews an “unassimilable race.”
“The attack on the synagogue in Liège confirms that it is no longer just antisemitic speech that has been unleashed, but antisemitic acts as well. This aggressive antisemitism continues to rise,” the institute said.
The survey also found that 70 percent of respondents believe Jews form a “close-knit or closed community.”
In relation to the war in Gaza, 39 percent of Belgians claim that “Jews are doing to Palestinians what the Nazis did to them.” This view is particularly common among 18- to 35-year-olds, who are more likely to compare Israel’s actions to those of the Nazis.
Within far-right circles, 69 percent believe Jews exploit the Holocaust, while 72 percent say Jews use antisemitism for their own interests.
Based on these findings, the Jonathas Institute urged authorities and policymakers to strengthen historical education, improve digital literacy, and remain vigilant against narratives that normalize or justify hostility toward Jews, warning that such discourse can ultimately spark real-world violence.
The institute also calls for formalizing the International Holocaust Remembrance Alliance’s (IHRA) working definition of antisemitism, aiming to better distinguish “legitimate criticism of Israel” from “forms of anti-Zionism that revive antisemitic patterns.”
IHRA — an intergovernmental organization comprising dozens of countries including the US and Israel — adopted the “working definition” of antisemitism in 2016. Since then, the definition has been widely accepted by Jewish groups and lawmakers across the political spectrum, and it is now used by hundreds of governing institutions, including the US State Department, European Union, and United Nations.
According to the definition, antisemitism “is a certain perception of Jews, which may be expressed as hatred toward Jews. Rhetorical and physical manifestations of antisemitism are directed toward Jewish or non-Jewish individuals and/or their property, toward Jewish community institutions and religious facilities.” It provides 11 specific, contemporary examples of antisemitism in public life, the media, schools, the workplace, and in the religious sphere. Beyond classic antisemitic behavior associated with the likes of the medieval period and Nazi Germany, the examples include denial of the Holocaust and newer forms of antisemitism targeting Israel such as demonizing the Jewish state, denying its right to exist, and holding it to standards not expected of any other democratic state.