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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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Canadian Senate Report on Antisemitism Calls for Hate Crime Units Nationwide, Guarding Synagogues From Protesters
People attend Canada’s Rally for the Jewish People at Parliament Hill in Ottawa, Ontario, in December 2023. Photo: Shawn Goldberg via Reuters Connect
Canada’s Senate on Tuesday released a report which offered a comprehensive roadmap for countering rising Jew-hatred across the country, urging multiple reforms including an expansion of law enforcement resources to investigate hate crimes, a boost in Holocaust education, and implementation of a digital literacy program for youth.
Jews remain the top targets of religiously motivated hate crimes, with Deborah Lyons, the former special envoy on preserving Holocaust remembrance and combating antisemitism, reporting that the Jewish community comprises one percent of the Canadian population but experiences 70 percent of all such hate crimes.
Jews are also the top targets for hate crimes overall in Canada.
Public Safety Canada documented 1,345 hate crimes targeting religious groups in 2023, a 75 percent leap from 2022, with 71 percent targeting Jews.
“Standing United Against Antisemitism: Protecting Communities and Strengthening Canadian Democracy,” the report from the Senate Standing Committee on Human Rights (RIDR), cites an alarming update from the Jewish Parents of Ottawa Students Association.
“Jewish students opt to conceal their identity rather than confront the distressing realities of derogatory name-calling, character assassinations, isolation, and peer rejection,” the group says. “In more extreme circumstances, children as young as seven years old have encountered harassment, intimidation, physical assault, threats of both physical and sexual violence, and even death threats.”
Justin Hebert, a former student and a former president of the Jewish Law Students Association at the University of Windsor, discussed encountering peers who advocated for atrocities. As documented by the Senate report, he asked, “How can I be expected to have a meaningful conversation with the student who told me the murder of Israelis is always justified while Israeli students are actively enrolled at the school, or that rape is a legitimate form of resistance, or that babies can be taken hostage if their parents are colonizers?”
The report also describes antisemitic incidents in medical settings and even at rape crisis centers.
According to a written brief submitted by Doctors Against Racism and Antisemitism, in one example “staff physicians at a major children’s hospital [were] being told to remove pins expressing solidarity with civilians held by Hamas in Gaza, but that pins expressing opposition to Israel were not restricted in the same way. The organization also cited examples of medical residents refusing to work with their Jewish colleagues, and of movements to boycott Israeli-produced pharmaceuticals, ‘compromis[ing] patient care and professional ethics.’”
Revi Mula, vice-president of Canadian Women Against Antisemitism, said that “rape crisis centers, shelters, and women’s organizations have” excluded Jewish women, linking their identity with Israel’s actions in Gaza. “Jewish women also face gendered antisemitism. They are subjected to slurs,” Mula said.
The report offers 22 recommendations to counter this revival of the world’s oldest hatred. Foremost among them is the reinstating of a “Special Envoy on Preserving Holocaust Remembrance and Combating Antisemitism.” Other key steps the report emphasizes include establishing a Digital Safety Commission and ensuring that the Advisory Council on Rights, Equality, and Inclusion includes a focus on antisemitism in its mandate.
The commission also explores expanding efforts to counter hate crimes through growing law enforcement resources.
The 15th recommendation calls for the Canadian government and Royal Canadian Mounted Police to “work with provincial and territorial governments to establish and effectively resource specialized hate crime units in all major cities and regions across Canada, with a focus on education, community outreach, investigation, disaggregated data collection, information sharing, prosecution, and deradicalization efforts.”
Nearly a third of the recommendations reference education. The 10th urges the Canadian government to “develop and support digital literacy and social media education initiatives, including model materials and funding for programs, that help young Canadians recognize misinformation, disinformation, radicalization, extremist narratives, and online hate.”
Independent Senator Paulette Senior chaired the committee which drafted the 73 pages of analysis and recommendations.
“Canadians must stand united against antisemitism,” she said in a statement. “It is only by coming together to celebrate our shared values that we can thrive as a country. Antisemitism is a clear and present danger to our free and democratic society.”
Richard Robertson, director of research and advocacy at B’nai Brith Canada, praised the report, noting the inclusion of the organization’s ideas.
“B’nai Brith Canada applauds RIDR for elevating our recommendations to confront hate in this country,” he said. “We will continue to work with the Senate to ensure that these recommendations result in changes on the ground that benefit everyone in our society.”
According to the group’s latest audit of antisemitism in Canada released last year, antisemitic incidents in 2024 rose 7.4 percent from 2023, with 6,219 adding up to the highest total recorded since it began tracking such data in 1982. Seventeen incidents occurred on average every day, while online antisemitism exploded a harrowing 161 percent since 2022. As standalone provinces, Quebec and Alberta saw the largest percentage increases, by 215 percent and 160 percent, respectively.
B’nai Brith Canada cited four of its recommendations appearing in the Senate report: the call for an interdepartmental task force to address antisemitism in Canada, the digital literacy program for youth, the antisemitism focus on the Advisory Council, and an increase in antisemitism education for students.
“The Senate has listened to the community and produced pertinent and tangible recommendations to confront antisemitism in this country,” Simon Wolle, the Jewish advocacy group’s chief executive officer, said in a statement. “Now, it falls on the government to translate these recommendations into action.”
Noah Shack, CEO of the Center for Israel and Jewish Affairs (CIJA), also urged swift implementation.
“The Senate’s report on antisemitism comes at a moment of crisis. As Jewish institutions face violent attacks and Jewish Canadians experience unparalleled levels of hate crimes, antisemitism is no longer confined to the margins — it has spread across our society and institutions,” Shack said. “In fact, the committee’s report and the hearings platform extremist voices calling for the destruction of those who support Israel.”
Shack emphasized that CIJA especially appreciated “the rooting of recommendations in agencies dedicated to law enforcement and intelligence, as this is crucial to combat antisemitism and the growth of radicalism both at our borders and inside our country.”
The 17th recommendation calls for the establishment of “narrowly tailored ‘safe access’ or ‘bubble zone’ measures where appropriate to protect access to certain religious institutions, places of worship, and community spaces.” This instruction came following years of objections by Jews attending synagogues when anti-Israel demonstrators would specifically disrupt and intimidate services.
Conservative Senator Mary Jane McCallum noted this problem, saying that “everyone in Canada deserves to feel safe. The increase in antisemitic rhetoric and attacks at places of worship and education is beyond troubling — it is a cry for action.”
The commissioners also considered the threat of antisemitism spreading on social media.
“Social media has been a conduit for antisemitic ideas, exposing young people, who may lack an understanding of history, to an unregulated and unverified source of information,” said Independent Senator Mary Robinson. “Education, by ensuring students know how to critically evaluate online content, is a powerful inoculant against the cheap pull of hatred.”
At a press conference on Tuesday morning announcing the report, Independent Saskatchewan Senator David Arnot insisted on “no dithering,” adding, “We have to have action. The time is now.”
“The plain truth is that Jewish Canadians are under attack in this country,” added Conservative Senator Leo Housakos. “They are under attack where they live, where they worship, and in their schools. And it seems that every day seems to bring in new events that might have been unthinkable just a few short years ago.”
Emphasizing the role law enforcement plays in the fight, Housakos said the report also recommends “training for police and judges to improve their ability to identify and respond to hate crimes and to better react when mobs of protesters feel entitled to march through Jewish neighborhoods chanting hateful slogans, and when synagogues and schools get shot at.”
Housakos added, “To be a Jew in Canada should not mean that you become a target. It’s time to acknowledge this and to swiftly respond, so that Jews in Canada no longer have to live in fear.”
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An Orthodox Jewish hooper famous for viral dunks aims to break Division-I boundaries
A yarmulke-wearing basketball prospect who gained online fans with highlight-reel dunks announced his next major leap Wednesday: He’ll try to be the first Orthodox player to play four years of Division-I college basketball.
Chaim Galbut, a 6-foot-7 wing who played high school basketball for Miami Country Day School, a nondenominational Jewish K-12 school, before graduating in 2025, announced in an Instagram post that he will attend Duquesne University in the fall.
A post from the basketball outlet DraftExpress reported that Duquesne, a Catholic university in Pittsburgh, had discovered Galbut on social media.
Galbut said last year that his refusal to compete on Shabbat had meant turning down offers from other colleges.
“I’m like, I don’t play on Shabbos, they’re like, ‘Well, we don’t want you,’” Galbut told the Yeshiva League Pass Tip Off podcast in September. “It’s happened so many times, I can’t tell you. I’m like, ‘All right, that’s cool. Like, don’t worry, you’ll see me soon.’”
Galbut did not immediately respond to an inquiry.
Largely unknown outside of the Orthodox world during high school, Galbut’s moment in the spotlight did not come until after he graduated, when video of him throwing down dunks on the summer travel circuit, posted by a popular basketball channel, received more than 100,000 likes on TikTok.
He spent the next school year studying at a yeshiva in Israel.
Duquesne finished last season with 18 wins and 15 losses. The university last appeared in the NCAA Tournament in 2024, when they lost in the round of 32.
At least one other Orthodox hooper has played in Division I: Tamir Goodman, who started his career at Towson University in 2000 but left the program after two years.
And other Orthodox players have played for Christian schools in Division III — Ze’ev Remer played four years at California Lutheran University, graduating this year.
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Former Columbia professor tells NYU students to learn from Hamas at off-campus event
A group called Shut it Down NYU hosted an off-campus event near New York University on Tuesday that featured a lecture by Mohamed Abdou, a former Columbia University professor at the Middle East Studies Institute. During his two-hour-long lecture, Abdou told students they had much to learn from Hamas and other armed groups, including lessons from the planning of the Oct. 7 attacks and even martyrdom.
Abdou, whose employment at Columbia drew criticism during 2024 congressional hearings about campus antisemitism, leading to a contentious split between him and the university, has taught at numerous other universities, including Cornell University and the University of Toronto. He appeared via Zoom at the Tuesday event as the sole speaker. Roughly 10 people attended the gathering in person at a park near campus, with about 30 more joining online. A meal was provided for in-person attendees.
The event was part of a campus tour series titled “Death to the Akademy.” In March, Abdou lectured a student group at the Union Theological Seminary, a Columbia affiliate, where he encouraged students to engage in jihad.
Shut it Down NYU describes itself as being made up of NYU “students, faculty, staff, and organizers who are a community in but not of NYU.” The group is not formally affiliated with the university.
During his lecture, Abdou offered advice on campus organizing and said the Mujahideen, Muslim guerrilla fighters who engage in jihad, had referred to pro-Palestinian student groups as a “branch of the resistance.” Abdou described the Mujahideen as “the greatest people on the face of the earth,” telling participants that this designation is “a great honor,” but added that students could be doing more to live up to that role.
At several points, Abdou appeared to urge students toward violence. He criticized the 2024 student-run encampments for marginalizing radical voices who sought to use violence. “We need to understand that violence is a tactic and not a strategy,” he said. “The question of violence, there wasn’t even consensus about that! Students within the encampment fetishizing non‑violence,” he said, adding, “We don’t understand that there are revolutionary forms of violence, that there’s a need for sacrifice.”
The event included a question-and-answer session in which one attendee asked in the Zoom chat about balancing “the longevity of our movement with the violent urgency that our conditions require.”
Abdou said that if student activists see themselves as part of the axis of resistance, they should see themselves as coming from a group of people who believe in martyrdom. “If we are to meet Muhammad, then our blood serves as a testimony,” he said. “We do not fear death.”
An NYU official said that the university contacted Shut it Down NYU organizers to make clear that they did not have permission to hold the event on NYU grounds or to use university resources, Wiley Norvell, NYU’s senior vice president for university relations and public affairs, told the Forward.
“This event was not sanctioned by NYU, nor did we allow it to take place on campus,” Norvell said. “It was not affiliated with any university group and was attended by fewer than 10 people in a city park. NYU strongly condemns the brazen use of threatening language used in promoting the event and the encouragement of violence expressed by speakers. We are investigating several potential University policy violations associated with it.”
The flyer for the event was widely circulated on social media, featuring drawings of what appear to be armed Hamas militants. At the bottom of the flyer, a message reads, “want us to come to your campus? DM for details.”
During the Q&A, a participant who identified herself as a student asked Abdou about the lessons student organizers can take from foreign resistance movements.
Abdou responded that students can learn from the Oct. 7 attacks, stating, “There’s much that one can learn, again from the cunningness of our Mujahideen, particularly Sinwar.” He additionally described at length the way Hamas methodically “studied the Zionist entity and how to break through the barrier siege.”
In remarks about the United States, Abdou said, “If you think somehow you’re going to free Palestine and keep America, forget it…You need to actively work to destroy.”
“Be proud of your hate for America,” he said. “You love Islam, and you should be loving Islam more than this barbarous colony. It’s a plague upon the earth. And yeah, in that sense, you need to be a threat. We all need to be a threat.”
Shut it Down NYU did not immediately respond to comment.
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