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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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Gaza and Israel go unmentioned in Democrats’ 2024 election autopsy report
(JTA) — Gaza and Israel go unmentioned in the Democrats’ 190-page autopsy of Kamala Harris’ 2024 presidential election loss that the Democratic National Committee released to CNN on Thursday.
Critics of the Biden administration’s support for Israel during the war in Gaza that began on Oct. 7, 2023, have alleged that the party was suppressing its internal findings about the election, which returned President Donald Trump to office, because it would show that Biden’s stance was deeply unpopular.
Axios reported in February that the top Democrats who worked on the report concluded that Harris “lost significant support because of the Biden administration’s approach to the war in Gaza.”
If that’s the case, it’s not reflected in the document that CNN published on Thursday morning. Portions of the document were not included, however, with notes saying that the executive summary and conclusion had not been shared by the authors.
The report points to 10 different “strategic implications” for Democrats, including that “anti-Trump sentiment has limits,” male voters “require direct engagement,” and that voter demographics are not enough to determine which candidate they’ll prefer.
CNN reported that the document was written by Democratic strategist Paul Rivera and annotated by the DNC. The DNC released the document following questions raised by CNN, the network reported.
DNC Chairman Ken Martin told CNN that the report was not yet ready to be publicly released, but concluded that withholding it would create a larger distraction than releasing an incomplete version. “I sincerely apologize,” he said.
“For full transparency, I am releasing the report as we received it, in its entirety, unedited and unabridged,” Martin said. “It does not meet my standards, and it won’t meet your standards, but I am doing this because people need to be able to trust the Democratic Party and trust our word.”
Halie Soifer, CEO of the Jewish Democratic Council of America, said she’d expected to see analysis related to Gaza and Israel in the report.
“As soon as it arrived in my inbox I immediately searched for the word ‘Gaza’ expecting there to be an entire section focused on this issue,” Soifer said in an interview. “So I was surprised that, in fact, there was nothing — on Gaza, Israel, Jewish voters, non-Jewish voters, it was just nothing.”
Though rumors had swirled about the role that Gaza played in the autopsy, Soifer said she heard from a DNC official that there was “never” a section focusing on the issue, “at least not in writing in this report.”
Meanwhile, the Institute for Middle East Understanding, a pro-Palestinian nonprofit, called on Martin to release “the information that the author of the autopsy told us clearly and unambiguously, which is that DNC officials’ review of their own data found Biden’s support to be a net-negative for Democrats in 2024.”
Rivera, the report’s author, met with the IMEU and told them that the war in Gaza hurt Democrats in the 2024 election, according to reporting by Axios.
Soifer said the JDCA was not contacted by Rivera, and did not meet with him.
The pro-Israel lobbying group Democratic Majority for Israel also said it had not met with Rivera. “Our current leadership has not met with the author and hasn’t been contacted,” communications chair Rachel Rosen told JTA.
While Soifer was surprised by the report’s omission of Gaza and Israel, DMFI took it as a sign that support for Israel does not have a detrimental effect on Democrats’ chances in elections.
“We need to learn the lessons of 2024 so we can be successful in 2026, 2028 and beyond,” said Brian Romick, DMFI’s president.
“What is clear — autopsy or not — is a majority of Americans, including Democrats, support the U.S.-Israel relationship, and that support was not the reason Vice President Harris lost the election,” he said.
A DMFI staffer pointed to polling from last fall showing that a majority of Democrats support the U.S.-Israel relationship.
And Soifer pointed to a poll published Friday by the Jewish Voters Resource Center, a nonpartisan firm, that found that more than two-thirds of Jewish voters plan to vote for Democrats this November — suggesting that Israel was not significantly moving votes in one of the demographics most likely to be invested in the issue.
“The poll also demonstrated that the top issue driving the Jewish vote in 2026 – just as it was in 2024 – is the future of democracy, followed by the cost of living. While 70% of Jewish voters have an emotional attachment to Israel, 55% opposed Israel’s conduct of the war in Gaza,” she said. “There is little evidence that the war in Gaza has impacted the Jewish American vote.”
A spokesperson for the Republican Jewish Coalition pointed to the episode as an example of infighting among Democrats.
“The Democrats are tearing themselves apart as they appease the ascendant far-left extremists in their party, from Maine to Pennsylvania,” wrote Sam Markstein, alluding to candidates Graham Platner and Chris Rabb.
“It’s bad policy and it’s bad politics. The GOP is the only party where it’s safe to be proudly Jewish and pro-Israel,” Markstein wrote. “Republicans are righteously taking on the tough fights and winning, while Democrats continue to whistle past the political graveyard.”
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Argentine official who investigated death of AMIA prosecutor charged with covering up evidence
(JTA) — The former prosecutor who led the investigation into a mysterious 2015 death that unnerved Argentina’s Jewish community has been charged with concealing evidence in the case.
Viviana Fein was indicted on May 12 on charges of “aggravated concealment” over her handling of the investigation into the death of Alberto Nisman, a special prosecutor appointed to investigate the 1994 bombing of the AMIA Jewish community center in Buenos Aires that killed 85 people.
On Jan. 18, 2015, Nisman was found dead in his Buenos Aires apartment with a bullet hole above his right ear, having been shot at point-blank range. His body was discovered hours before he was scheduled to present evidence before Argentinian lawmakers accusing then-President Cristina Fernández de Kirchner and other senior officials of allegedly covering up Iran’s role in the AMIA attack.
At the time, Fein declared Nisman’s death a suicide, but in May 2016 she slightly amended her view saying that he may have been forced to kill himself. Then, in 2017, forensic investigators issued a report stating that Nisman was assassinated. Jewish institutions have also maintained that he was murdered.
Under the Argentine Penal Code, a person charged with aggravated concealment must not have actively participated in the original crime but joined in the aftermath, and Judge Julián Ercolini ruled that Fein allegedly failed to properly preserve the crime scene at Nisman’s apartment.
According to court filings, dozens of people entered and exited the apartment without proper controls, potentially contaminating evidence and compromising the investigation.
The controversy surrounding the handling of the original crime scene has persisted for years. Judicial investigations and expert reports described the apartment as chaotic in the hours after Nisman’s death, with allegations that evidence may have been mishandled or destroyed.
Fein, who could face up to three years in prison if found guilty, has denied any wrongdoing. A week prior to her indictment, her attorney, Lucio Simonetti demanded the charges be dropped, stating that in the case of a cover up, “There must necessarily be a connection between the perpetrator of the underlying crime and the person covering it up, since it is absurd to assume that someone would cover up for a complete stranger.”
He added that the ruling “says nothing about any prior relationship existing between my client and the individuals who allegedly took part in the supposed murder of Natalio Alberto Nisman.’”
The prosecution comes as Argentina’s government takes a newly aggressive stance against Iran and Hezbollah, which are widely understood to have planned the bombing. Since Javier Milei, a conservative supporter of Israel, was elected in 2023, the country has officially declared Iran and Hezbollah responsible for the AMIA attack and another attack two years earlier on the Israeli embassy; designated Iran’s Revolutionary Guard a terrorist organization; and decided to pursue a trial in absentia for suspects implicated in the case.
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The Black Jewish experience, and Black-Jewish relations, take center stage on Fifth Avenue
The civil rights movement represented a kind of pax romana in Black–Jewish relations — symbolized most enduringly by the image of Rabbi Abraham Joshua Heschel marching beside Martin Luther King Jr. from Selma to Montgomery.
While many Jewish and Black Americans recall that era with a sense of wistful nostalgia, the relationship has become increasingly strained amid debates over racial justice, Israel and Palestinians.
This week, Temple Emanu-El on Manhattan’s Upper East Side, one of the country’s most prominent Reform synagogues, is launching a new five-year effort as a contribution toward rebuilding those ties while also foregrounding Black Jews.
Shared Histories, Shared Futures: The Arielle Patrick & Aaron Goldstein Initiative on Black-Jewish Relations promises to bring scholars, activists, and religious leaders to the synagogue for a series of conversations on race, antisemitism and coalition-building. Its first event, set for May 29, will take place during a Friday night service.
“This is not a performance or a gimmick,” said Patrick, the Chief Communications Officer at Ariel Investments, a global investment firm, who endowed the initiative alongside her husband Goldstein. “This is intentionally not during Black History Month, it’s intentionally not on MLK Day. It’s embedded in how we’d like people to think about creating a better society for our children and grandchildren.”

A frayed bond
Patrick, who is a Black Jew, said part of the inspiration behind the initiative came from her sense that the relationship between the two communities is not what it once was.
“I think a lot of Jews felt that their Black brothers and sisters were silent after Oct. 7, and perhaps jumped into the conversation about Palestine versus Israel without having the full context,” she said. “And then I also think that for a long time, the Black community has felt almost deserted by the fact that Jews were enabled to be upwardly mobile from the communities we once lived in and shared because of assimilation.”
In recent years, debates over Israel have fractured many progressive spaces, leaving some left-wing Jews who refused to disavow Israel feeling isolated from circles they once felt a sense of belonging to. Segments of the Black Lives Matter movement have explicitly linked racial justice in America to the cause for Palestinian liberation, and some of its chapters have even endorsed militant resistance to that end.
At the same time, rising antisemitism in the aftermath of Oct. 7 has shifted how some Jewish organizations engage with social justice work. The Anti-Defamation League, which for years invested in broader civil rights and democracy initiatives, pivoted from much of that programming to focus its resources on the rise in antisemitism.
Fostering the relationship is also complicated by divisions within both communities themselves. “When we think about Black-Jewish relations, we have a tendency to assume that everyone who is Black thinks one way and everyone who is Jewish thinks one way,” said Dr. Susannah Heschel, the head of the Jewish Studies Program at Dartmouth and the daughter of Rabbi Abraham Joshua Heschel. “Of course, there’s enormous diversity of all kinds: political, cultural, religious,” she added.
Relations in New York City reached a low point in 1991 after a Hasidic driver struck and killed a Black child in Crown Heights, Brooklyn, setting off days of unrest that left a Jewish student fatally stabbed and two communities grieving.
Though strain has reemerged in recent years, particularly during the rise of the Black Lives Matter movement in 2020 and the war in Gaza, organizations have emerged during that same period seeking to rekindle Black-Jewish dialogue.
“I think a lot of Jews are inspired by the civil rights era, by the fact that so many Jews participated,” said Heschel. “I know that photograph of my father marching in Selma is very important to a lot of people.”
She considers that photo a spur to new generations to continue the work. “The question is, what do you do with a photograph like that?” she asked. “Do you say, ‘Isn’t that great, what we did,’ in the past tense? Or do you take it as a challenge?”
Robert Kraft’s Foundation to Combat Antisemitism launched a partnership with Hillel and UNCF in 2024 to host unity dinners bringing together Jewish students and students at historically Black colleges and universities.
One might recall the viral Super Bowl ad, sponsored by Kraft’s Blue Square Initiative, where a Jewish boy is taunted by his classmates for being Jewish before his Black classmate fearlessly comes to his aid. The two boys walk off together in an idyllic (and, as critics have noted, somewhat antiquated) display of Black-Jewish solidarity.
Other groups, including Rekindle and CNN commentator Van Jones’ Exodus Leadership Forum, have launched programs aimed at fostering conversations between Black, Jewish, and Black-Jewish leaders. And this month, in a significant development, a National Convening on the Black-Jewish Alliance will be hosted in Miami, bringing together representatives from 75 organizations focused on cultivating the relationship.
A recent PBS series, Black and Jewish America: An Interwoven History, which came out in February also shed a light on the relationship, leaving many hoping to engage in the present — though also received pushback for not engaging seriously with the perspectives of Black Jews.
Centering Black Jews
Rabbi Joshua Davidson, the senior rabbi of Temple Emanu-El, grew up in the immediate aftermath of the civil rights movement and came to deeply value the stories of Black and Jewish communities working together.
“I knew that ultimately it would become an important part of my rabbinate too,” he said.
He says has been engaged in intercultural work for years, cultivating friendships with faith leaders across New York City, including at Abyssinian Baptist Church in Harlem and Concord Baptist Church in Brooklyn.
“One doesn’t enter into a relationship with the expectation that you’re going to get something in return,” Davidson said. “There’s a difference between allyship and friendship. The way I approach this is I want to establish friendships.”
Davidson said those relationships have allowed him to stand together with clergy members from those communities during difficult moments. Following the 2017 white supremacist march in Charlottesville, for example, he participated in a solidarity service at Abyssinian Baptist Church.
“There are times when a crisis hits, and you need allies, and so you reach out. You have no choice. But if you’ve been fortunate enough to be able to build the friendships when things were calm, you’re in a much better position,” he added, referring to the sense of abandonment many Jews felt after Oct. 7.
“I know around the country there’s been a great deal of frustration that expectations of one community showing up for another during moments of distress weren’t met. I can only say that my own experience has been different,” he said. “When something has happened to the Jewish community, I get the phone call from colleagues of other faith communities, and certainly among the leadership of the Black community in the city.”
The initiative also seeks to foreground Black Jews themselves, whose experiences are often absent from conversations about Black-Jewish relations.
“We have a tendency, all of us, to talk about Black–Jewish relations as if all Jews are white and all Black people are not Jewish,” Heschel said. “It’s gradually dawning on Jews that we have Black Jews in our community.” Estimates suggest Black Jews make up roughly 1% to 2 % of American Jews.
Patrick said she has often encountered those assumptions firsthand.
“When I go to synagogue or when I’m in a social setting, the first thing a person asks me is, ‘Did you convert?’” she recounted. “That’s not a normal question to ask anyone.”
According to a 2021 study by the Jews of Color Initiative, 80% of respondents who identified as Jews of color said they had experienced discrimination in Jewish settings. Another survey, conducted by the Black Jewish Liberation Collective, found that of 104 Black Jewish respondents, 62% reported feeling increased marginalization in Jewish spaces after Oct. 7.
Davidson hopes that bringing Black Jews to the fore, like Rabbi Tamar Manasseh — a Chicago-based activist and community leader known for her work combating gun violence, who will be Temple Emanu-El’s first speaker in the initiative — will encourage more Jews of color to feel at home in the congregation.
“If you don’t acknowledge that there are Jews of color, and if you don’t find opportunities for them to be front and center, then you’re less likely to actually have that segment of the Jewish community join you,” he said.
Temple Emanu-El has committed to the initiative for at least five years — a timeline Patrick said was intentional.
“I knew that just having one fun lecture was not going to do anything,” she said. “It has to be a sustained commitment.”
Still, she hopes the work will continue long beyond that.
“In my perfect world,” she said, “I’m 95 and still doing this.”
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