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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 Jewish family is betting the farm on Thanksgiving turkeys like bubbe cooked
NARVON, PA – A thick, rolling gobble fills the barn in Lancaster County, Pennsylvania as several hundred turkeys stand shoulder to shoulder, shifting in waves like a loud, feathered mob.
They don’t know it, but they’re part of a gamble — one that could reshape the kosher poultry business in America. The question is: Will enough people want a Thanksgiving turkey, at a price between $140 and $400, that tastes like bubbe’s did?
Supermarket poultry has become a fixture of the Jewish kitchen — easy to find, easy to cook, easy to forget. As organic and ethically raised meats gain traction across the country, many kosher families are still left with factory-farmed options that claim tradition but taste like compromise.
This flock belongs to Chosen Farms, a kosher heritage poultry startup run by Yadidya and Miriam Greenberg, a husband-and-wife team who split their work between two states: turkeys here in Lancaster County with help from an Amish farmer, and chickens on 30 acres in Pemberton, New Jersey.
Once the turkeys reach market weight, they begin a Thanksgiving relay — first to a kosher processor in upstate New York, then to Pemberton to be frozen and packed. Labels come off the printer like boarding passes, rattling out destinations: California. Colorado. Florida. Nevada. New York. Orders pile up like suitcases in an airport the day before the holiday.
These are heritage birds — the kind that existed before industrial farming redesigned poultry around speed and uniformity. They come from older bloodlines that could walk, flap their wings and develop muscle over time. Today’s supermarket birds are bred to grow fat fast, their skin stretched thin over rapidly expanding bodies. They arrive like something delivered by algorithm. Heritage birds arrive with history.
The turkeys live twice as long as their grocery store counterparts. They keep the genetics, and much of the flavor, of the past. If you want your chicken soup to taste like your bubbe’s version, you start with one of these.
As a teenager, Miriam volunteered on farms in Maryland and later trained as a classical chef in New York. She speaks about modern poultry with the bluntness of someone who has tasted too much of it. “They neutered all the flavors. It just tastes like mush,” she said.
Heritage birds, she insists, give you something more flavorful. “It’s like tasting butter after a lifetime of margarine.”
Heritage breeds and Hanukkah goose
Miriam isn’t the only one making the case for flavor. Gidon van Emden, CEO of Kol Foods, which specializes in kosher grass-fed beef, lamb and pasture-raised chicken, has seen growing curiosity about heritage breeds in the kosher market. Consumers tell him the difference is noticeable immediately.
Van Emden believes the kosher market is hungry — not just for cleaner food, but for food that feels intentional. “If you mistreat the animal — bad feed, bad genetics — it’ll taste more watery,” he said.
He and Yadidya go back years. Greenberg taught him how to be a shochet, a butcher. Now, Kol Foods and Chosen Farms are among the few companies trying to expand what kosher poultry can be.
Yadidya bought the Pemberton property in 2022, and soon after married Miriam. The pasture is in the same swath of South Jersey where Holocaust survivors resettled and rebuilt their lives running chicken farms.
These day, in the kitchen, Yadidya boxes frozen turkeys — lining cardboard with insulated wrap, dropping in ice packs and sealing each shipment with a strip of tape. Their sukkah from last month’s holiday still stands in the yard, a reminder that the Jewish calendar doesn’t always make room for farm schedules. Their two-year-old brown herding dog, Peanut Butter, zigzagged between the chickens, nipping at their heels.
Chosen Farms sold its first batch of kosher heritage turkeys last year. It was a modest 20 birds. This year, they tripled that to 60. There’s no marketing budget, no social media campaign. Orders came in online by word of mouth, passed between butchers, rabbis, chefs and families looking for something better than the standard frozen brick with a pop-up timer.
Not all of their orders are for November. Yadidya pried open a freezer and revealed rows of heritage geese. The traditional Ashkenazi “Hanukkah goose” was once a staple dish in Eastern Europe, especially for Jews who couldn’t afford beef. Its rendered fat, known as schmaltz, became the secret weapon for frying latkes.
“We’re one of the only places in the country raising and selling kosher geese,” Yadidya said. Goose requires specialized equipment to pluck, and at $30 a pound, it’s not exactly an impulse buy. But Greenberg said demand returns every winter, a culinary echo of an older Jewish kitchen.
Farm life, Jewish life
Living on a farm doesn’t mean leaving Jewish life behind. The Greenbergs chose Pemberton precisely because it keeps them connected. They’re 30 minutes from Cherry Hill and Lakewood, both home to large Orthodox communities and kosher restaurants. There’s a mikvah nearby, and a daily minyan within a 20-minute drive. “There are farmers who move two hours away from Jewish life and then struggle,” he said. “I didn’t want that life. We paid more to be close.”
Friends drive in to spend Shabbat with them. In the summer, Jewish camping groups pitch tents by the trees. “We’re far enough to have space,” Yadidya said, “but close enough to still feel part of something.”
Chosen Farms isn’t an anomaly. It’s part of a small but growing movement of Jews choosing to make their living in agriculture. The Jewish Farmers Network, which began in 2017, now counts 1,800 farmers across 46 states. Some run educational farms for school trips, but others simply farm. No workshops. No signage. Just soil, livestock and spreadsheets.
“When Jewish people enter agriculture, it often feels like they’re departing from Judaism,” said Shani Mink, the group’s co-founder and executive director. “But we try to show that it can actually be a deeper encounter with it — because at its core, Judaism is agrarian.”
The Greenbergs’ farm still feels young — part vision, part construction site. They’re hoping to add heritage ducks next year, starting with the Silver Appleyard breed, which currently has no kosher supplier. A small curbside farm stand is in the works, where they could sell eggs, meat and Miriam’s sourdough bread.
The Greenbergs, as is their tradition, are hosting Thanksgiving on the farm with visiting family and friends. The turkeys will be their own, of course. Peanut Butter will make his rounds.
In a few days, ovens will preheat. Football games will hum in the background. Parade balloons will float past Macy’s like oversized guests. And somewhere between the gobbling and the grace after meals, one Jewish farm will find out whether a taste from the past still belongs to the future.
The post This Jewish family is betting the farm on Thanksgiving turkeys like bubbe cooked appeared first on The Forward.
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US Hails Progress in Ukraine Peace Talks But Security Questions Unresolved
US Special Envoy Steve Witkoff, US Secretary of State Marco Rubio, US Army Secretary Daniel Driscoll and and other members of the US delegation, and Head of the Office of the President of Ukraine Andriy Yermak and other members of the Ukrainian delegation sit before closed-door talks on ending Russia’s war in Ukraine, at the US Mission in Geneva, Switzerland, November 23, 2025. Photo: REUTERS/Emma Farge
The United States said it had made significant progress on crafting a plan to end the war in Ukraine during talks on Sunday but no agreement was reached on how to guarantee Kyiv’s security amid concerns about the threat posed by Russia.
US Secretary of State Marco Rubio led the talks in Geneva with a high-level Ukrainian delegation after Kyiv and its allies voiced alarm about a US-backed plan because of what they saw as major concessions to Russia, and pressed for changes.
Rubio said work remained to be done on questions including the role of NATO and security guarantees for Ukraine, but that his team had narrowed down unresolved issues in a 28-point peace plan for Ukraine championed by President Donald Trump.
“And we have achieved that today in a very substantial way,” Rubio told reporters at the US mission in Geneva.
Earlier, Trump said Ukraine had not been grateful for American efforts over the war, prompting Ukrainian officials to stress their gratitude to the US president for his support.
European officials joined the US and Ukrainian delegations for talks late on Sunday after crafting a modified version of the US plan for Ukraine that pushes back on proposed limits to Kyiv’s armed forces and mooted territorial concessions.
The European plan proposes that Ukraine be granted a larger military than under the US plan and that talks on land swaps should start from the front line rather than a pre-determined view of which areas should be considered Russian.
On Friday, Trump said Ukrainian President Volodymyr Zelensky had until Thursday to approve the plan, which calls on Ukraine to cede territory, accept limits on its military and renounce ambitions to join NATO.
For many Ukrainians, including soldiers fighting on the front lines, such terms would amount to capitulation after nearly four years of fighting in Europe’s deadliest conflict since World War Two. On Saturday, Trump said the current proposal for ending the war is not his final offer.
Rubio said the United States still needed time to address the pending issues. He hoped a deal could be reached by Thursday but suggested that it could also take longer.
US and Ukrainian officials were discussing the possibility of Zelensky traveling to the United States, maybe as early as this week, to discuss the peace plan with Trump, two sources familiar with matter said on Sunday.
The main idea is that they would discuss the most sensitive issues in the peace plan, such as the matter of territory, one of the sources said. There is no confirmed date for now, the source added.
ORIGIN OF U.S. PLAN STIRS CONTROVERSY
The main talks between US and Ukrainian officials got under way in a stiff atmosphere at the US mission, soon after Trump complained in a Truth Social post that Ukraine’s leadership had shown “zero gratitude” to the US for its efforts and Europe continued to buy Russian oil.
Rubio interrupted the meeting to speak to reporters, saying the talks had been probably the best the US had held with Ukraine since Trump returned to power.
He said changes would be made to the plan to work towards a solution that both Ukraine and the US could support.
“Obviously this will ultimately have to be signed off with our presidents, although I feel very comfortable about that happening given the progress we’ve made,” said Rubio.
Andriy Yermak, head of the Ukrainian delegation, was at pains to thank Trump for his commitment to Kyiv during the brief interlude. Minutes later, Zelensky also thanked Trump.
Yermak did not reappear with Rubio when the talks ended.
Since the US plan was announced, there has been confusion about who was involved in drawing it up. European allies said they had not been consulted.
Before heading to Geneva, Rubio insisted on X that Washington had authored the plan after remarks from some US senators suggesting otherwise.
Senator Angus King said Rubio had told senators the plan was not the administration’s position, but “essentially the wish-list of the Russians.”
A PERILOUS MOMENT FOR UKRAINE
The draft US plan, which includes many of Russia’s key demands and offers only vague assurances to Ukraine of “robust security guarantees,” comes at a perilous moment for Kyiv.
Russia has been making gains on parts of the front, albeit slowly and, according to Western and Ukrainian officials, the advances have been extremely costly in terms of lives lost.
The transportation hub of Pokrovsk has been partially taken by Russian forces and Ukrainian commanders say they do not have enough soldiers to prevent small, persistent incursions.
Ukraine’s power and gas facilities have been pummeled by drone and missile attacks, meaning millions of people are without water, heating and power for hours each day.
Zelensky himself has been under pressure domestically after a major corruption scandal broke, ensnaring some of his ministers and people in his close entourage.
He has warned that Ukraine risked losing its dignity and freedom – or Washington’s backing – over the US plan.
Kyiv had taken heart in recent weeks after the United States tightened sanctions on Russia’s oil sector, the main source of funding for the war, while its own long-range drone and missile strikes have caused considerable damage to the industry.
But the draft peace plan appears to hand the diplomatic advantage back to Moscow. Ukraine relies heavily on US intelligence and weapons to sustain its war against Russia.
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Who Was Tabtabai, Hezbollah’s Military Leader Killed by Israel?
People inspect a damaged building, after Israeli military said on Sunday that it struck a militant from the Lebanese Iran-aligned Hezbollah group, in Beirut’s southern suburbs, Lebanon November 23, 2025. Photo: REUTERS/Mohammed Yassin
The Israeli military on Sunday killed Hezbollah’s top military official, Haytham Ali Tabtabai, in a strike on the outskirts of the Lebanese capital that came despite a year-long ceasefire.
His killing was announced by Israel’s military. Hezbollah later confirmed his death, hailing him as “the great jihadist commander” who had “worked to confront the Israeli enemy until the last moment of his blessed life.”
Israel had already eliminated most of Iran-backed Hezbollah’s leadership during a war that raged between October 2023 and November 2024, when a US-brokered truce was agreed.
But Tabtabai, who was appointed as the group’s chief of staff after its recent war with Israel, was killed in a rare post-ceasefire operation against a senior Hezbollah figure.
MILITARY LEADER ROSE THROUGH HEZBOLLAH’S RANKS
Tabtabai was born in Lebanon in 1968 to a father with Iranian roots and a Lebanese mother, according to a senior Lebanese security source. He was not a founding member of Hezbollah but was part of its “second generation,” deploying with the group to fight alongside its allies in Syria and Yemen, the source said.
Israel’s military said Tabtabai joined Hezbollah in the 1980s and held several senior posts, including in its Radwan Force, an elite fighting unit. Israel killed most Radwan figures last year ahead of its ground invasion into Lebanon.
During last year’s war, Tabtabai led Hezbollah’s operations division and rose in rank as other top commanders were eliminated, the Israeli military’s statement said.
Once the ceasefire came into force, Tabtabai was appointed chief of staff and “worked extensively to restore their readiness for war with Israel,” according to the statement.
The Lebanese security source confirmed Tabtabai was swiftly promoted as other top Hezbollah officials were killed, and had been appointed chief of staff over the last year.
The Alma Center, a security research and teaching organization in Israel, said Tabtabai had survived other Israeli attacks both in Syria and during the war in Lebanon.