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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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Iran Vows to Keep Strait of Hormuz Closed in New Leader’s First Statement
Iran’s new supreme leader, Mojtaba Khamenei, the second son of late Iran’s Supreme Leader Ayatollah Ali Khamenei, attends a meeting in Tehran, Iran, July 18, 2016. Photo: Amir Kholousi/ISNA/WANA (West Asia News Agency) via REUTERS
Iran will fight on and keep the Strait of Hormuz shut as leverage against the United States and Israel, new Supreme Leader Mojtaba Khamenei said on Thursday in the first comments attributed to him since he succeeded his slain father.
Khamenei did not appear in person, and the remarks were read out by a state television presenter. No images have been released of him since an Israeli strike at the start of the war that killed much of his family, including his father and wife.
Thursday’s statement struck a defiant tone, with Khamenei calling on Iran‘s neighbors to shut US bases on their territory and warning that Iran would continue to target them.
“I assure everyone that we will not neglect avenging the blood of your martyrs,” said the hardline cleric who is close to Iran‘s top military force.
“The popular demand is to continue our effective defense and make the enemy regret it. The lever of blocking the Strait of Hormuz must continue to be used,” he added, referring to the shipping route through which a fifth of global oil normally passes along Iran‘s coast.
State television offered no explanation for why the message was read out rather than delivered in person. Iranian officials have said Khamenei was lightly wounded in the initial Feb. 28 airstrikes, but the extent of his injuries is unclear.
The prospect that one of the most severe disruptions ever to hit global energy supplies could drag on sent oil prices surging back above $100 a barrel, after falling back earlier in the week on hopes of a swift end to the conflict.
TANKERS ABLAZE IN IRAQI PORT
Shortly after the address was read out, the Revolutionary Guards announced they would keep the strait shut in line with his orders.
Two tankers were ablaze in an Iraqi port on Thursday after a hit by suspected Iranian explosive-laden boats, a clear sign of defiance toward US President Donald Trump, who said on Wednesday the United States had already won the war.
Images verified by Reuters as filmed from the Iraqi port of Basra showed ships engulfed in massive orange fireballs that lit up the night sky. At least one crew member was killed.
Hours earlier, three other ships were struck in the Gulf. Iran‘s Revolutionary Guards claimed responsibility for at least one attack – on a Thai bulk carrier that was set ablaze – saying it had disobeyed their orders. Another container vessel reported being struck by an unknown projectile near the United Arab Emirates.
In another front of the unpredictable war, Israeli airstrikes hit a building in central Beirut on Thursday, sending thick smoke above the Lebanese capital.
Israel also ordered residents out of another swathe of southern Lebanon, intensifying its offensive against the Iran-backed Hezbollah group after it fired its biggest volley of rockets into Israel since the start of the war.
So far the war has killed more than 2,000 people, including almost 700 in Lebanon.
AS DRONES FLY, TRUMP SAYS US WILL BENEFIT
Undermining US and Israeli claims to have knocked out much of Iran‘s stock of long-range weapons, more drones were reported on Thursday flying into Kuwait, Iraq, the UAE, Bahrain, and Oman.
Iran has said it will not let oil back through Hormuz until US and Israeli attacks cease, but Trump played down the surge in energy prices, saying Washington would ultimately benefit.
“The United States is the largest Oil Producer in the World, by far, so when oil prices go up, we make a lot of money,” he wrote on social media, adding that “of far greater interest and importance to me, as President, is stopping an evil Empire, Iran, from having Nuclear Weapons.”
The US is a net oil exporter but also the world’s biggest oil consumer, burning roughly twice as much as the European Union. Economists say sustained high prices would drive broad inflation.
In separate comments, Trump said the Iranian men’s national soccer team was welcome to participate in the 2026 World Cup, which the US is co-hosting, but added that it was not appropriate that they be there “for their own life and safety.”
‘SECURITY FORCES ARE EVERYWHERE’
Inside Iran, residents said security forces were increasing their presence on the streets to demonstrate continued control.
“Security forces are everywhere, more than before. People are afraid to come out, but supermarkets are open,” teacher Majan, 35, said by phone from Tehran.
Three sources told Reuters that US intelligence indicated that Iran‘s leadership remained largely intact and not at risk of imminent collapse.
Israel and the United States have called on Iranians to rise up and topple their clerical rulers. Many Iranians want change and some openly celebrated the elder supreme leader’s death on the war’s first day, after his forces had killed thousands of anti‑government protesters in January. But there has been no sign of organized dissent while the country is under attack.
TEHRAN SEEKS PROLONGED ECONOMIC SHOCK
Khamenei’s remarks reinforce Iran‘s message that its strategy now is to impose a prolonged economic shock to force Trump to back off. A spokesperson for Iran‘s military command said on Wednesday that the world should prepare for oil prices of $200 a barrel.
US Energy Secretary Chris Wright said on Thursday he did not expect that to happen, but did not totally rule it out. “I would say unlikely, but we are focused on the military operation and solving a problem,” Wright told CNN.
Thursday’s oil price surge came despite the announcement the previous day that developed countries would release 400 million barrels of oil from their strategic reserves, nearly half from the United States.
That is by far the biggest-ever coordinated intervention in oil markets. But releasing the reserves will take months, and account for just three weeks of supply from the blockaded strait.
“The only way to see oil prices trade lower on a sustained basis is by getting oil flowing through the Strait of Hormuz,” ING analysts said.
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Israel Strikes Beirut, Prepares to Expand Lebanon Operations After Hezbollah Fires Volley of Rockets
Smoke rises after an Israeli strike on Beirut’s southern suburbs, Lebanon, March 11, 2026, following an escalation between Hezbollah and Israel amid the US-Israeli conflict with Iran. Photo: REUTERS/Raghed Waked
Israeli airstrikes hit a building in the heart of Beirut on Thursday and Israel ordered residents out of another swathe of southern Lebanon, intensifying its offensive against the Iran-backed Hezbollah terrorist group.
The airstrike at around 5:30 pm (1530 GMT) hit a building in the Bachoura neighborhood, around 1 km (mile) from the Lebanese government’s Grand Serail headquarters in downtown Beirut.
Before the strike, the Israeli military issued a warning telling residents they were near a Hezbollah facility against which it intended to action.
Israel launched an air and ground offensive last week against Hezbollah, which started the conflict when it launched attacks at Israel on March 2 that it said aimed to avenge the killing of Iran’s supreme leader at the start of the US-Israeli war on Iran.
Hezbollah has fired rockets and drones at Israel every day since, including its largest barrage late on Wednesday that triggered heavy Israeli strikes on Beirut‘s southern suburbs.
In the Wednesday night launches, Hezbollah said it had launched dozens of rockets into northern Israel as part of a “series of operations,” indicating there could be more to come. Lebanese security sources told Reuters more than 100 rockets were launched.
A senior Israeli defense official said Iran and Hezbollah had launched a joint missile attack, describing it as the first coordinated action against Israel since the war began.
Israel’s ambulance service said two people had been lightly wounded by the rockets.
The Israeli strikes on Beirut‘s southern suburbs began almost immediately after Hezbollah’s attack, sending half a dozen consecutive booms reverberating across the city. The Israeli military said it struck 10 Hezbollah structures within 30 minutes, including a headquarters of its elite Radwan unit.
Beirut‘s skyline was covered in thick smoke, Reuters footage showed. In one of the bombed locations, flickering orange flames were visible late into the night.
Israel’s military has repeatedly ordered residents of the southern suburbs to leave over the last week, prompting a displacement crisis as government shelters struggle to cope.
On Wednesday night, after strikes began, the Israeli military said it would “soon act with overwhelming force” against Hezbollah and that residents should leave immediately.
Israel has pounded Lebanon’s south and east and the capital’s southern suburbs, killing more than 600 people, according to Lebanese authorities. It has also ordered mass evacuations in those same areas, pushing more than 800,000 people out of their homes.
Israeli Defense Minister Israel Katz said the military had been instructed to expand its operations in Lebanon.
“We promised quiet and security to the communities of the north, and that is exactly what we will deliver,” he said at a meeting with senior military officials.
The Israeli military says it has struck hundreds of Hezbollah targets since March 2, launching daily airstrikes in the south, Beirut‘s southern suburbs, and the eastern Bekaa Valley.
Israel’s military ordered reinforcements to the area bordering Lebanon including its elite Golani Brigade and has also sent soldiers into southern Lebanon, establishing new positions there.
Reuters reported on Tuesday that Hezbollah fighters were braced for the possibility of a full-scale Israeli invasion of the south.
Lebanon said last year it aims to establish a state monopoly on arms and its cabinet last week outlawed Hezbollah’s military activities.
But Israel’s ambassador to the United Nations Danny Danon said on Wednesday that Beirut needed to take direct action.
“If Hezbollah is being dismantled, what are the evidence? What are the operations against the launch sites? Where are the seizures of their weapons? Where is your military?” Danon said.
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Bombing Can Weaken Iranian Regime, but Only Popular Uprising Can Overthrow It, Dissidents Say
Members of the police stand guard on a street, with a large billboard featuring Iran’s late Supreme Leader Ayatollah Ali Khamenei in the background, amid the US-Israeli conflict with Iran, in Tehran, Iran, March 12, 2026. Photo: REUTERS/Alaa Al-Marjani
A senior official from a Paris-based Iranian opposition group said on Thursday that the US-Israeli war on Iran would not topple the clerical leadership, arguing that only a popular uprising backed by internal resistance could do so.
Almost two weeks of bombing have killed around 2,000 people in Iran including supreme leader Ayatollah Ali Khamenei, and damaged much of its military and security apparatus.
Iran has responded in kind, throwing global energy markets and transport into chaos and spreading the conflict across the Middle East, while the Islamic Revolutionary Guard Corps has tightened its grip on power and threatened to crush any unrest.
“The 12-day war in June, and the current war, now in its 12th day, proved that bombings cannot overthrow the regime,” Mohammad Mohaddesin, head of foreign policy at the National Council of Resistance of Iran (NCRI), told a news conference.
“Even if you have 50,000 armed soldiers on the ground, you need the support of Iranian people. You need a popular uprising. The combination of this 50,000 or 20,000 or any other number with a popular uprising, then you have this power to overthrow the regime.”
Mohaddesin said he did not consider a deployment of US ground troops realistic.
The NCRI, also known by its Farsi name Mujahideen-e-Khalq, was listed as a terrorist organization by the United States until 2012.
It is banned in Iran, and it is unclear how much support it has there. However, along with its bitter rival, the monarchists backing Reza Pahlavi, exiled son of the toppled shah, it is one of the few opposition groups able to rally supporters.
Mohaddesin acknowledged that his group alone could not bring down the system. But he said mass protests, like those that raged in January until they were bloodily quashed, would resume once bombing stopped, and could eventually shift the balance.
“I cannot say how many months or a year, but … this is the track of overthrowing the regime,” he said.
Israeli officials have said that one of their objectives is to weaken the security apparatus so that Iran‘s people can take control of their own destiny.