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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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US Sen. Rand Paul’s Son Apologizes After Drunken Antisemitic Insults Against Catholic Congressman
US Sen. Rand Paul (R-KY) is trailed by reporters as he arrives for the weekly Senate Republican caucus luncheon at the US Capitol in Washington, US, May 22, 2018. Photo: REUTERS/Jonathan Ernst
William Paul, the adult son of frequent Israel critic US Sen. Rand Paul (R-KY), has apologized following reports that he made antisemitic and homophobic statements while defending Rep. Thomas Massie (R-KY) to Rep. Mike Lawler (R-NY) at a Capitol Hill restaurant on Tuesday evening.
NOTUS reporter Reese Gorman witnessed the encounter at Tune Inn and wrote that the younger Paul, 33, sat a few seats down from Lawler at the bar when he introduced himself and told the congressman that if Massie lost in his upcoming primary, “your people” would be responsible.
Lawler, an Irish Catholic, asked, “My people?”
This prompted Paul to say, “Yeah, you Jews.”
Lawler then clarified his religious background, saying, “Do you think I’m Jewish? I’m not.”
Paul apologized for his error, replying, “Oh wow, I’m so sorry for calling you a Jew.”
Lawler later told reporters the comment was “just a remarkable statement in and of itself,” adding that “at one point, you know, said that he hates Jews and hates gays and doesn’t care if they die. And I think that’s f**king disgusting.”
Lawler told the New York Post that he responded to Paul mistakenly identifying him as a Jew with, “And even if I was, what’s the problem?”
“Then he got into the Middle East,” the lawmaker recounted. “And he was talking about, like, us trying to steal Iran’s land for the Jews and steal the West Bank, and I’m like, ‘What are you talking about?’”
Paul then reportedly proclaimed Jews were “un-American” and more loyal to Israel. Lawler argued back against Paul’s dual-loyalty accusations and accused him of being antisemitic.
“Paul Singer serves Israeli interests, not American interests,” Paul also said during the encounter, referring to the billionaire Republican donor and prominent Jewish supporter of pro-Israel causes.
Singer has supported Ed Gallrein, a retired Navy SEAL challenging Massie in Kentucky’s 4th Congressional District.
A new campaign ad that aired in Kentucky this week and was sponsored by Hold the Line PAC, a group backing Massie, characterized Singer as a “pro-trans billionaire” and featured a rainbow-colored Star of David behind his image while attacking Gallrein’s allies.
Critics condemned the imagery as antisemitic, arguing it invoked longstanding tropes about Jewish financial influence and used Jewish symbolism in a way designed to inflame cultural resentment.
Massie himself has been a fierce critic of Israel, condemning its military operations in Gaza and Lebanon and arguing that the Jewish state has targeted civilian infrastructure and should not receive assistance from the US.
US President Donald Trump has endorsed Gallrein and actively campaigned against Massie, who like Paul’s father is a libertarian-leaning Republican known for frequently breaking with party leadership and advocating an isolationist foreign policy.
During his outburst this week, the younger Paul also urged Lawler to watch far-right podcaster Tucker Carlson more and claimed that Massie and his father were the only legislators who care about America. In multiple postings on X, Paul promoted “Save the Republic Money Bomb” donations for Massie.
In December 2023, Massie sparked condemnation for posting a meme suggesting that Congress was more loyal to Zionism than “American patriotism.”
In recent years, meanwhile, Carlson has emerged as the leading anti-Israel commentator on the American political right, routinely advancing conspiracy theories condemning the Jewish state while heaping praise on Qatar, the longtime supporter of Hamas and the Muslim Brotherhood.
Tuesday’s exchange concluded with Paul performing an obscene gesture.
Lawler responded by asking, “Did you just give me the middle finger?”
Paul replied, “I’m sorry, yeah, I did. I’m just really drunk. I’m going to leave.” He reportedly stumbled on his way leaving the bar.
Paul attempted to apologize on X on Wednesday from his @TastyBrew1776 account, writing, “Last night, I had too much to drink and said some things that don’t represent who I really am. I’m sorry and today I am seeking help for my drinking problem.” He has struggled with his alcohol use before, pleading guilty to a drunk driving charge in 2015.
Rabbi Uri Pilichowski responded to the apology.
“You don’t just have a drinking problem, you have a Jew-hating problem,” he posted. “The Jewish sages taught, ‘Wine goes in, and secrets come out.’ You need some Jewish friends so you can correct your image of Jews.”
Conservative columnist Bethany Mandel, an advocate for Jewish outreach to antisemites, responded with an invitation to Paul, asking him, “Care to come for Shabbat dinner sometime?”
Addressing the admission of excessive drinking, Lawler told reporters, “That’s not an excuse for that type of hatred and vitriol. It’s my fourth year in Washington; that was arguably the most shocking thing I’ve witnessed.”
Lawler explained how he saw the encounter in the context of today’s rising antisemitism.
“But I mean, look, I think it speaks to a larger issue, obviously, in society and what we’re seeing among young people and what we see online,” he said. “And this is the level of hatred and vitriol, frankly, that some of my Jewish colleagues experience, but many of my constituents experience.”
Paul’s father chose not to comment on his son’s antisemitic outburst, saying to reporters on Wednesday only, “I don’t have anything for you.”
He and Massie have both faced substantial criticism for their positions on Israel.
On numerous occasions, Massie voted as the lone Republican in the House opposing bills supporting Israel and denouncing antisemitism. In October 2023, he voted against House Resolution 771, which stated that Congress “stands with Israel as it defends itself against the barbaric war launched by Hamas and other terrorists” and “reaffirms the United States’ commitment to Israel’s security.” In September 2021 he was likewise the sole Republican to oppose the Iron Dome Supplemental Appropriations Act.
In May 2022, Massie earned the distinction of being the only member of Congress to oppose a resolution honoring Jewish Americans’ heritage and denouncing a rise in antisemitic violence. He also distinguished himself further on Nov. 28, 2023, as the only legislator to vote against a resolution reaffirming Israel’s right to exist.
In January 2024, former South Carolina Gov. Nikki Haley condemned Massie as “the most anti-Israel Republican in Congress” and challenged her primary rival Florida Gov. Ron DeSantis to denounce his support.
Paul has also faced opposition for his actions against the Jewish state. In November 2018, he blocked two bills to continue military funding of Israel. Then-Florida Sen. Marco Rubio said then that “at a time when Israel faces unprecedented threats, blocking a bipartisan bill that empowers the US to stand with Israel is inexplicable.” Paul claimed that he supported Israel and that his move was intended toward encouraging the Jewish state to support its own defense.
Former Texas Rep. Ron Paul — the father of Rand and grandfather of William — has faced accusations of bigotry for decades, originating in his decision to publish a series of 1980s newsletters bearing his name which promoted racism, antisemitism, homophobia, and conspiracy theories, including one since identified by analysts as disinformation deployed by the KGB accusing the United States of creating the AIDS virus.
According to former Cato President Ed Crane, Ron Paul once told him that “his best source of congressional campaign donations was the mailing list for the Spotlight, the conspiracy-mongering, antisemitic tabloid run by the Holocaust denier Willis Carto.”
Rand has previously spoken fondly about the influence of one of his father’s antisemitic mentors, Murray Rothbard, the founder of the anarcho-capitalist and paleo-libertarian traditions who frequented the Paul family’s dinner table. During his career, Rothbard promoted Holocaust deniers, used antisemitic slurs in private correspondence, called for abolishing the Constitution to return to the Articles of Confederation, and urged Republicans to support former Ku Klux Klan leader David Duke.
“I have one of the largest Jewish populations anywhere in the country in my congressional district, and I’m not going to stop standing up for my constituents,” Lawler told reporters. “I’m going to stand up for the Judeo-Christian values that are at the core of our nation, our Constitution, and our rule of law, as I reminded Mr. Paul.”
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Israel to Extend F-35 Flight Range in Push to Build Up Military Force
A US Marines F-35C Lightning II is staged for flight operations on the flight deck of the US Navy Nimitz-class aircraft carrier USS Abraham Lincoln in support of the Operation Epic Fury attack on Iran from an undisclosed location March 3, 2026. Photo: US Navy/Handout via REUTERS
Amid a multi-front conflict and a broader drive to bolster its military capabilities, Israel has signed a new contract with Elbit Systems subsidiary Cyclone to develop an extended-range capability for the F-35 Lightning II, marking its latest effort to extend the aircraft’s operational reach and endurance.
On Thursday, Israel’s Defense Ministry announced it signed a $34 million contract with Cyclone to develop and integrate external fuel tank systems for the Lockheed Martin-manufactured platform, aimed at enhancing its operational reach and in-flight persistence during extended missions.
Based on an existing Cyclone design used on F-16 aircraft, the system is expected to reduce reliance on aerial refueling and enhance the Israeli Air Force’s flexibility in long-range operations.
The aircraft integrates stealth capabilities, advanced data fusion, and internal weapons carriage, alongside Israeli-developed electronic warfare, communications, and computing systems that are incorporated into the US-built platform architecture.
Israeli officials said the agreement is part of a broader effort to strengthen domestic defense-production capabilities, improve readiness for a prolonged period of security challenges, and preserve Israel’s regional air and strategic superiority, amid an expanding multi-front conflict against Iran and its regional terrorist proxies.
After more than three years of war, Israel is now expected to increase defense spending over the next decade by roughly $95 billion, on top of an annual defense budget that has already grown from under $27 billion to nearly $40 billion.
Earlier this month, Israel also announced a major expansion of its combat air fleet, effectively doubling its planned procurement of F-35 Lightning II aircraft from 50 to 100, while increasing its next-generation F-15 Eagle fleet from 25 to 50, as part of one of its largest long-term force modernization programs in decades.
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I run The Jewish Theological Seminary. Here’s the real story about President Isaac Herzog speaking at our commencement
Because there have been many public misstatements and mischaracterizations, I believe it is incumbent on me as chancellor of The Jewish Theological Seminary to clarify the facts about our invitation to Israeli President Isaac Herzog to serve as our commencement speaker this year.
Herzog’s leadership and public service reflect the core principles and values that underlie JTS’s enduring commitment to the state of Israel, and to a vision of Zionism that is central to our institution. His life and work, including his advocacy for strengthening Israel’s democracy and his defense of a two-state solution, align with JTS’s mission.
Our seminary’s leadership felt that awarding him an honorary degree, and having our students hear him speak directly to them, would be both a privilege and fully consistent with our love for Israel and the people of Israel. (Herzog can no longer attend the commencement in person, but will be delivering his commencement address virtually, and will receive his honorary degree in person at some date in the future.)
I am proud that JTS serves as a forum for respectful disagreement, which our choice of Herzog as speaker prompted. The Jewish world encompasses a wide range of perspectives, particularly regarding the political situation in Israel. That diversity of thought exists both within our classrooms and beyond. I welcome the voices of those who may disagree.
What is regrettable is the extent to which respectful disagreement has been drowned out by a public media spectacle.
After our initial announcement of Herzog as commencement speaker, six seniors in JTS’s undergraduate dual-degree programs with Barnard College and Columbia University wrote a letter expressing their opposition to our decision.
Those students’ concerns focused on the policies of the Israeli government in its recent wars, and in no way challenged the legitimacy of the state of Israel. They also asked some additional students and alumni of other JTS schools to sign on in support of their objections. This list of supporters included four rabbinical students, three of whom are first-year students.
As too often happens in such circumstances, the letter was shared more widely, without the students’ prior knowledge or consent. This was dismaying to several of the students, who had intended to hand deliver it to me to spark conversation. What should have been a private exchange between students and their administrators escalated in alarming ways.
The authors were publicly criticized, misidentified as rabbinical students, and labeled “anti-Zionist,” including by some parties who purport to care deeply about JTS. Calls were made for their expulsion, and unfounded accusations were directed at their characters.
Few individuals from the community called me for clarification about what was actually transpiring before rushing to judgment publicly. Absent was the principle of “dan l’chav zechut” — that we should assume the best unless proven otherwise. I was deeply saddened by the outcry.
Here’s what actually happened: After I was made aware of this letter, I invited the undergraduates who authored it to meet with me for an extended and honest conversation. What they said in that conversation made it clear that anyone who labels them as anti-Zionist is misguided.
Rather, they are thoughtful individuals whose consciences are deeply troubled by many of the actions of Israel’s current government. Our conversation gave us an opportunity to discuss the role of dissent within a committed community, the importance of understanding the totality of a public figure’s career rather than focusing on isolated statements, and the distinct responsibilities of the offices of prime minister and president of Israel.
We at JTS take our responsibility as educators seriously. First and foremost, we are here to teach our students to engage with difficult issues thoughtfully, navigate disagreement and move forward in constructive and meaningful ways.
But just as important is our obligation to support and defend them when they are portrayed unfairly in public forums by those who do not know them as we do.
We take equal pride in the students who wrote the letter raising concerns about Herzog’s role in commencement, and those who wrote a letter to me expressing strong support for it — a response I heard echoed by many.
As Noam Pianko wrote in the Forward, this kind of thoughtful and respectful exchange about Israel and Zionism at JTS is not new; it is part of a longstanding tradition and precisely the kind of engagement we should continue to foster. One of our students who favored Herzog’s appearance reflected that in our courses, “the focus is not on advancing a single vision of Zionism but on confronting the deep and often irreconcilable disagreements within it. We read competing Zionist thinkers … Each author offers fundamentally different answers to what a Jewish state should be and what it should prioritize.”
We hope the Jewish community joins us in taking pride in the thoughtful young people who are working to navigate a complex Jewish world. By embracing, supporting and educating them, we can help ensure they remain deeply connected to the Jewish community, continue to be nourished by it, and contribute to its future in meaningful ways.
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