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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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Hollywood’s Jews take sides in Mark Ruffalo-Paramount antisemitism row
(JTA) — Some 170 notable Jewish personalities have released an open letter defending actor and producer Mark Ruffalo, who has been accused of antisemitism for his comments on Paramount Skydance’s pending acquisition of Warner Bros. Discovery.
Entertainers, rabbis and a physician who is featured in a new documentary about doctors treating Palestinians in Gaza signed the letter released Wednesday, which called the attacks against Ruffalo a “false and dangerous weaponization of charges of antisemitism.” George Clooney also defended Ruffalo on Thursday.
Signatories of the pro-Ruffalo petition include “Broad City” creators Abbi Jacobson and Ilana Glazer; celebrated filmmakers Joel Coen, Jonathan Glazer and Todd Haynes; Pulitzer Prize-winning playwright Tony Kushner; and actors including Hannah Einbinder, Joaquin Phoenix and Debra Winger.
In late August, Ruffalo, the award-winning actor and progressive activist, went on social media to link Paramount Skydance CEO David Ellison, the chief driver of the looming Paramount-Warner Bros. merger, to tech giant Oracle, which Ruffalo claimed is responsible for “an apartheid system of oppression” in Gaza.
Oracle is owned by Ellison’s father, Larry Ellison, one of the world’s richest men; both Ellisons are Jewish and prominent Israel supporters. Oracle also owns a stake in the social media network TikTok’s U.S. operations, and has long been a target of progressives who point to the company’s links to, and public support for, Israel.
“Larry Ellison will own most of ‘Para Bros,’” Ruffalo wrote in the post, which is no longer available, according to a screenshot reproduced by the Hollywood Reporter. The “Spotlight” and Marvel star also called Larry Ellison a “classic oligarch” who is “crushing workers and consolidating the wealth of the world for their own power and concentrated dominance.”
The $110 billion merger is under adjudication in federal court in California following an antitrust lawsuit filed by 12 state attorneys general and the Writers Guild of America. As backlash to the merger has steadily grown across Hollywood and in political and media spaces, Paramount at least since June has been pushing the idea that opposition to the merger has had an antisemitic element.
The company seized on Ruffalo’s comments, immediately releasing a lengthy statement to media after his controversial social media post that accused the actor of invoking “antisemitic tropes,” adding, “This simply exposes the true motivation of some who have advocated opposition to this transaction.”
Several leading Jewish groups have also said his post stepped beyond legitimate criticism of the merger and into classic antisemitic rhetoric about Jewish wealth and power.
In an August statement, the head of the Jewish Federation of Greater Los Angeles said the actor’s comments “combined Jewish wealth, media control, secret technology and sinister global power,” drawing on “recognizable antisemitic tropes with a long and dangerous history.” Other LA-based Jewish activist groups, including Creative Community For Peace and the Simon Wiesenthal Center, have also condemned his comments.
Speaking amid the unfolding controversy about Ruffalo and his use of the word genocide to describe Israel’s campaign in Gaza, “Fauda” co-creator Avi Isaacharoff called him “a rare combination” of “ignorant” and “stupid.”
The Jewish Telegraphic Agency has reached out to Shani Rosenzweig, Ruffalo’s agent and a prominent Jewish entertainment figure in her own right, for comment and a Ruffalo interview request. Rosenzweig did not respond to either request.
Ruffalo has found support from several progressive Jewish figures beyond the entertainment industry, including IfNotNow co-founder Simone Zimmerman, Israeli Holocaust historian Raz Segal and Jewish Currents editor Peter Beinart.
In their open letter defending Ruffalo, the progressive Jewish cohort argued the actor was right to draw links between Israel’s behavior and the merger.
“Pointing out the crucial connections between what is happening in Gaza and what is happening in Hollywood is the exact opposite of antisemitism,” the letter reads. “It is, for us, the very essence of Jewish ethical duty.” The letter points to specific statements from Larry Ellison, and Oracle executives, describing their surveillance and artificial-intelligence technological ventures and their positive relationship with Israel.
Other entertainment figures have tried to thread a more careful needle. Oscar-winning filmmaker Kenneth Lonergan, who has directed Ruffalo in two movies and was at one point developing an American remake of the hit Israeli TV series “Shtisel,” defended the actor from antisemitism charges this week while also noting, “I disagree profoundly with many of his positions on the Middle East, Israel, Gaza, and Iran’s constellation of fanatical Islamist fundamentalist proxies.”
“But Mark and I have been friends for over 30 years,” Lonergan continued in his letter to the Hollywood Reporter. “The notion that he is antisemitic is overtly preposterous, and the accusation itself a cynical and disgusting lie.”
Ruffalo is soon scheduled to attend the Toronto International Film Festival for the Sept. 10 premiere of the biopic “Being Heumann,” about Jewish-American disability rights activist Judy Heumann, in which he co-stars.
Opposition to David Ellison’s bid to combine two historic media giants, each having recently weathered smaller mergers of their own, has grown considerably in recent months. Those objections have come both from Hollywood rank-and-file concerned about further industry consolidation, as well as from political and media figures voicing objections to Ellison’s close ties to President Donald Trump and his intentions with Warner’s flagship news property, CNN.
The merger was initially thought to be on track to be finalized this fall with Trump’s blessing. The president has publicly championed the merger, and his Justice Department approved the deal in June. But talks have ground to a halt following the antitrust lawsuit. The fate of the merger is now in question, with Paramount having agreed to a trial in March 2027 and on the hook for a $7-million-per-day “ticking fee” it had previously agreed to pay out to shareholders if the deal failed to close by this October.
Prior to Ruffalo’s post, Ellison himself published a New York Times op-ed defending his merger plans.
This article originally appeared on JTA.org.
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Spanish far-right activists use Nazi-style salutes in anti-migrant protests
(JTA) — MADRID — Dozens of far-right activists raised their arms in Nazi-style salutes and sang a Spanish fascist anthem in the heart of Madrid on Wednesday, amid protests against the government’s handling of migration.
Between 60 and 70 members of Núcleo Nacional, an ultra-nationalist anti-immigrant group, participated in mass demonstrations of tens of thousands of people across Spain, a spokesperson for the group told the Jewish Telegraphic Agency. The protests were in response to an influx of migrants from Morocco into Ceuta, a Spanish territory in North Africa.
The broader demonstrations in Madrid were called by Spain’s conservative People’s Party and far-right Vox party, drawing about 50,000 people to the streets, according to government estimates. The protests were planned for Ceuta Day, a holiday marking the Portuguese conquest of Ceuta from the Marinid Sultanate of Morocco in the 15th century, beginning centuries of Portuguese and later Spanish rule.
Núcleo Nacional activists were shown on video making the outstretched-arm gesture associated with neo-Nazi movements and chanting, “Ceuta is not for sale, Ceuta will defend itself.” They also sang the song “Cara al Sol,” a fascist anthem from 1935 that became central to the regime of former Spanish dictator Francisco Franco, who ruled from 1939 to 1975. Núcleo Nacional denied a link between their gesture and Nazi history.
The demonstration ended in clashes between protesters and police, with four people arrested and four police officers injured, according to local authorities. Protesters were also shown on camera grabbing, pushing and cursing at multiple journalists who were covering the rally.
Francisco Martín Aguirre, the delegate of the Spanish government in Madrid, condemned “the violent acts that occurred at the end of the gatherings in Madrid.”
“All respect to those who legitimately and peacefully protest for the cause they deem fit,” he said on X. “Violence is never the way and those who daily incite it are also responsible.”
A spokesperson for Núcleo Nacional told JTA that the group was not performing a Nazi salute, but an “Iberian or Roman salute.”
“It represents our ancestors,” the spokesperson said. They added that the group was protesting to “support the people of Ceuta.”
The outstretched arm salute in Nazi Germany was inspired by a gesture popularized in the 1920s in Italy’s fascist movement, which later allied with the Nazis. The Italians called it a Roman salute, though researchers say there is no evidence linking it to ancient Rome. Franco also instituted the gesture in 1937, then instructed Spaniards to abandon it in 1945 after the Axis powers lost World War II.
More than 72,000 Moroccan migrants crossed into Ceuta between July 30 and July 31, with at least 100 people dying in the attempt. Most have returned to Morocco, but some 5,000 remain in makeshift shelters or on the streets and beaches, inflaming tensions between migrants and local residents and heaping pressure on the left-wing government of Spanish Prime Minister Pedro Sánchez.
Núcleo Nacional has about 2,000 members, many from neo-Nazi and Francoist groups that lost their capacity to mobilize, according to the Global Network on Extremism and Technology. The group has grown rapidly and opened four regional branches since its founding in 2024. Earlier this year, it registered a political party as Noviembre Nacional.
The group pledges to defend the white race, Christianity, the Spanish nation and Europe against foreign and domestic enemies, including migrants, internal independence movements and “multicultural globalism.” Spain’s Civil Guard last year opened an investigation into Núcleo Nacional after it posted a video calling for groups to “actively defend” the streets and “jointly fight against the invasion” of immigration.
Núcleo Nacional leaders have also denied the Holocaust and suggested that Israel orchestrates migration to Europe, according to the Observatory of Antisemitism, a Spanish watchdog organization. Núcleo Nacional said in a 2024 statement, “Any Spanish patriot should not forget that it is Israel that is financing the Maghrebi invasion to which all of Europe is being subjected.”
On Núcleo Nacional’s social media channels, it has claimed that it is targeted by “the Jewish-Zionist lobby in Spain” and accused the “international Jewish-American financial elite” of “buying up Spain at bargain prices while ruining us.”
This article originally appeared on JTA.org.
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US House passes bill stripping federal funds from universities that boycott Israel
(JTA) — The U.S. House of Representatives on Thursday approved a bill that would prevent federal funds from going to academic institutions that participate in commercial boycotts of Israel.
The HR 4795 bill, co-sponsored by North Carolina Republican Rep. Virginia Foxx and New Jersey Democrat Rep. Josh Gottheimer, passed in a 237 to 169 vote, with 203 Republicans, 33 Democrats and one Independent in favor. Whether Democrats will grant sufficient support to pass the legislation in the Senate remains unclear.
If the Protect Economic and Academic Freedom Act goes on to become law, it would amend the Higher Education Act of 1965 to require universities to refrain from “participating in a nonexpressive commercial boycott of Israel” in order to remain qualified for certain funds.
Expressive conduct is “symbolic speech” designed to relay a message, like picketing, marching, flag desecration and draft-card burnings. A 2022 U.S. Court of Appeals ruling deemed economic boycotts nonexpressive commercial conduct as opposed to independent expression.
In addition to forbidding boycotts, the legislation also stipulates that institutions receiving such funds would need to “certify that students are not unreasonably obstructed from participating in academic programs in Israel.”
“This bill is an important step forward in ensuring academic freedom for all students,” Gottheimer, who is Jewish, said in a statement. “I will push the Senate to take up the bill shortly so it can become law.”
Foxx, meanwhile, stressed that the act “takes a strong stand against the BDS movement on college campuses across the nation,” referring to the Boycott, Divestment and Sanctions campaign that aims to put economic pressure on Israel by barring the purchase of Israeli products and suspending trade agreements.
“This legislation has true teeth and completely severs any possible taxpayer support of these concrete campaigns of antisemitism in the form of BDS and academic boycotts of Israel,” Foxx added.
The Anti-Defamation League welcomed the bill’s passage on Thursday, deriding BDS activities as a tool used “to delegitimize Israel and demonize Jews and other students for their connection to the Jewish state.”
The Combat Antisemitism Movement, an interfaith advocacy group that aims to fight “Jew hatred,” echoed these sentiments. A Thursday statement from the coalition noted that ahead of the vote, the group had sent a letter to all U.S. House members conveying its support for the bill.
“Academic boycotts of Israel harm American students and scholars, weaken vital U.S.-Israel research collaboration, and lend the credibility of American universities to a discriminatory campaign that singles out the only Jewish state,” the letter stated.
Among the 32 Democrats to join Gottheimer in supporting the bill were many prominent Jewish lawmakers, such as Debbie Wasserman Schultz, Lois Frankel and Jared Moskowitz of Florida; Greg Landsman of Ohio; Brad Schneider of Illinois; Eugene Vindman of Virginia and Kim Schrier of Washington.
Yet not all Jewish legislators, even those who are against BDS, voted in favor of the bill. Ahead of the vote, Rep. Jerry Nadler, a Democrat from New York, vowed in a statement that he would vote against the bill and urged his colleagues to do the same.
While Nadler voiced his antipathy to BDS and acknowledged that proponents of the movement “can veer into antisemitism,” he stressed that “those who engage in BDS have a First Amendment right to do so.”
The liberal pro-Israel lobby J Street offered similar opposition, arguing that this bill would mean “infringing on constitutionally protected free speech and academic freedom.” Noting a distinction between Israel proper and the West Bank, J Street stated that “penalizing universities for expressing their opposition to activities that further annexation sets a dangerous precedent.”
Nadler, meanwhile, described the measure as both “a direct and gross violation of the First Amendment” and “the latest assault by the Trump Administration” on the nation’s academic institutions.
“No matter how much I may disagree with BDS, and find it strategically stupid and morally repugnant, I will always fight to protect Americans’ right to speech with which I disagree,” he added. “It is the only way to ensure speech I do agree with is equally protected.”
This article originally appeared on JTA.org.
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