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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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Jewish authors get a lifeline
Susan Blumberg-Kason, a Jewish author whose work explores Jewish history and identity, was deep into a book about Golda Meir’s Milwaukee childhood when her literary agent abruptly dropped her early last year.
The agent offered only a vague explanation, saying, “We can no longer champion your career.”
Blumberg-Kason was surprised at the 180-degree turn by an agent who had been with her for years. But she soon discovered three other Jewish writers in her online community also had been suddenly dropped by their agents with little explanation other than the same phrase she heard: “We can no longer champion your career.”
It didn’t feel like coincidence.
“It wasn’t just that she dropped me,” Blumberg-Kason said. “It was that suddenly several of us were hearing the exact same sentence. It felt coordinated. It felt like something had shifted under our feet.”
It turns out many other Jewish writers have had similar experiences over the past two years, since the beginning of the Oct. 7 war and the boom in anti-Israel and antisemitic ferment that followed. In writers’ groups and forums, Jewish authors describe a sense that their work is being railroaded because they are Jewish. They’ve lost agents, publishers and book events. Some report that editors have cooled the moment Jewish themes appeared in their work.
In May 2024, anti-Israel boycotters propagated a shared spreadsheet called “Is your fav author a Zionist?” that went viral, “outing” Jewish writers for any kind of connection to Israel.
Author Elissa Wald felt the anti-Jewish sentiment so strongly that she created the Never Alone Book Club for Jewish authors to give one another support. The group now has 3,500 members, a Facebook community and a Substack, and it hosts Jewish book events and shares resources for writers who no longer feel safe in mainstream literary spaces.
The challenging climate prompted UJA-Federation of New York to begin funding projects aimed at helping Jewish authors, awarding a total of $300,000 in grants to six organizations working in different areas of the literary ecosystem.
“Supporting Jewish writers is an important part of UJA’s overall strategy to confront rising antisemitism,” said Eric S. Goldstein, CEO of UJA-Federation of New York. “Efforts to marginalize Jewish voices in culture and the arts must be met by even greater efforts to ensure they’re heard.”
The organizations receiving UJA grants are helping Jewish writers with everything from publishing logistics and visibility to offering emotional support.
“Jewish writers were being dropped, disinvited, and sidelined — and many were questioning whether they could continue writing Jewish stories,” said Rina Cohen, who manages strategy across UJA’s Combating Antisemitism portfolio. “By supporting them with tools and resources, UJA is sending a clear message: You deserve to create freely, and we’ll stand behind you as you do.”
The Jewish Book Council used funding from UJA for a unique program to kick off the 100th anniversary of Jewish Book Month: The council designed and distributed 100 Jewish Book Kits to libraries and public spaces across New York City that offer a curated selection of Jewish literature, visual displays, QR codes and author highlights. The aim is to give librarians and community centers an accessible way to showcase Jewish books, helping make Jewish writing visible in the very spaces where many writers feared their work was being erased.
“Jewish books need visibility,” said Jewish Book Council CEO Naomi Firestone-Teeter. “We said: Let’s bring more Jewish books out into the world — into more readers’ hands — and build community around them. That’s what the kits do. They let people see Jewish books where they live their lives.”
It’s not always clear that a Jewish writer’s professional setback stems from antisemitism. Publishing is a brutal industry, and even successful writers experience abrupt and opaque rejection.
But many Jewish writers say that what they’re experiencing suggests something nefarious. They’ve felt their Jewishness was treated as suspect in classrooms, critique groups or conferences. They’ve felt pressure from editors to strip Jewish elements from their work.
When the Jewish Book Council opened a portal inviting Jewish writers to share incidents affecting their creative or professional lives, over 400 authors wrote in.
“Some of what we see is subtle and hard to pinpoint, and some of it is very direct: events canceled, students pushed out of MFA programs for being ‘Zionists,’ bookstores refusing to stock books,” Firestone-Teeter said. “Things are not okay. This is not just the normal difficulty of publishing.”
In addition to the Jewish Book Council, UJA’s other five grants went to Artists Against Antisemitism, PJ Library, the Jewish Theological Seminary, the Jewish Life Foundation and 70 Faces Media (the parent organization of the Jewish Telegraphic Agency).
In October, 70 Faces Media held a one-day Jewish Authors’ Summit, offering writers practical tools, digital strategy training and community-building to navigate this increasingly hostile publishing environment.
PJ library will hold a Jewish children’s book festival for authors and families at New York’s 92nd St. Y on Jan. 11, 2026. In just the first few days, an unprecedented 3,500 registrants signed up.
The Jewish Theological Seminary held a literary festival in September that brought together 450 writers, students and community members for masterclasses, public panels and craft development.
The Jewish Life Foundation is creating a TV and podcast series, “The People of the Book with Josh Radnor,” that will spotlight Jewish authors and conversations about Jewish identity and culture.
Artists Against Antisemitism created a full-day gathering for 140 authors, the Jewish Writers Mifgash, that included pitch sessions with literary agents, professional development workshops, mentorship matching and mental health support. Project Shema, a training and support organization focused on contemporary antisemitism, led a session at the conference on how to recognize antisemitism in creative spaces.
Elizabeth Berkowitz, one of the event’s organizers, said several authors came away with promising leads.
“Agents were asking, ‘Can you send me the full? I want to see more,’” Berkowitz said. “We definitely had some shidduchs made — real follow-ups between writers and agents who were actively seeking Jewish authors.”
Zeeva Bukai, a longtime editor who said she’d experienced open hostility in a professional editing group, said just being around others experiencing the same challenges was a welcome relief.
“I realized it’s not just me experiencing this; other are too,” she said. “That validation was just as important as the tools we learned to deal with it.”
That’s the point, said the Jewish Book Council’s CEO.
“We want authors to know we’ve got you on the other side,” Firestone-Teeter said. “Your job is to keep writing. Our job is to deal with the industry issues and build a community that celebrates you and your work. Jewish writers need to feel confident writing the books only they can write.”
The post Jewish authors get a lifeline appeared first on The Forward.
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Iceland joins 4 other countries in boycotting Eurovision over Israel’s participation
(JTA) — The public broadcaster of Iceland announced on Wednesday that it will not participate in this year’s Eurovision Song Contest after Israel’s participation was confirmed by the European Broadcasting Union last week.
The decision drew support from prominent Icelandic artists, including the singer Björk and the former Eurovision representative Paul Oscar, as well as a supportive rally outside of the broadcaster’s Reykjavik headquarters.
The decision by the Icelandic public broadcaster Ríkisútvarpið, or RÚV, makes it the fifth country to bow out of the competition, following similar calls made by the public broadcasters of Ireland, Spain, the Netherlands and Slovenia. RÚV first signaled it would boycott competition with Israel in September.
The boycott decisions came after the EBU, which organizes the competition, dismissed calls for a vote on Israel’s participation last week. Instead, the EBU approved a new set of rules prohibiting voter interference from governments and third parties following allegations that Israel interfered in last year’s competition.
In a press release Wednesday, RÚV said its board had requested that the EBU remove Israel from the song competition, saying that such a move had the support of the Icelandic public.
“Given the public debate in this country and the reactions to the decision of the EBU that was taken last week it is clear that neither joy nor peace will prevail regarding the participation of RÚV in Eurovision,” it said in a press release. “It is therefore the conclusion of RÚV to notify the EBU today that RÚV will not take part in Eurovision next year.”
Iceland came in 25th out of 37 countries in the 2025 competition, where Israeli listeners noted that its song sounded remarkably similar to an Israeli pop hit. The Icelandic contestants denied knowing about the Israeli song before writing their own.
RÚV’s boycott decision came hours before the final deadline to withdraw from this year’s Eurovision, which is slated to take place in May in Vienna.
“We respect the decision of all broadcasters who have chosen not to participate in next year’s Eurovision Song Contest and hope to welcome them back soon,” said Eurovision director Martin Green in a statement, according to the BBC.
The post Iceland joins 4 other countries in boycotting Eurovision over Israel’s participation appeared first on The Forward.
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IDF Warns of Growing West Bank Threat, Presence of Iranian Weapons Amid Major Counterterror Operations
Israeli soldiers walk during an operation in Tubas, in the West Bank, Nov. 26, 2025. Photo: REUTERS/Mohamad Torokman
The Israel Defense Forces (IDF) is sounding the alarm over a growing terrorist threat from the West Bank, warning that Iranian-backed arms smuggling could spark an Oct. 7-style attack.
Concerns over the presence of significant Iranian-supplied firepower in the hands of Palestinian terrorists in the West Bank has prompted Israeli intelligence and security forces to intensify operations across the territory.
According to a new report from Israel’s Channel 14, a senior IDF official warned that the West Bank presents a growing threat to Israeli communities, with the potential to spark an attack similar to the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
“We have to start from the clear fact that weapons in Judea and Samaria [Israel’s preferred name for the West Bank] could upset the current stalemate,” the IDF official told Channel 14.
However, while the military has prioritized preparing for large-scale scenarios, such as an Oct. 7-style attack, the senior IDF official also warned that more attention needs to be paid to “smaller” threats — like a situation in which a small group of terrorists infiltrates a settlement home and kills an entire family — an event he described as “highly probable.”
“We shouldn’t see this scenario only as an attack on dozens of communities. A single deadly strike is enough — we must also prepare for lethal, localized attacks,” the IDF official said. “Our responsibility is to protect both individuals and the broader community.”
He warned that terrorists in the West Bank are believed to possess arms capable of breaking Israeli defenses, including what he called “standard Iranian weapons.” However, he also noted that security forces are actively working to intercept these arms and dismantle any terrorist cell in the area.
On Tuesday, the IDF uncovered a major terrorist infrastructure in the Tulkarem area in the northern West Bank, including three rockets at various stages of assembly, explosive devices, operational equipment, and materials for making bombs.
According to Joe Truzman, a senior research analyst at the Foundation for Defense of Democracies (FDD), a Washington, DC-based think tank, Israeli officials should be closely monitoring the West Bank as the Palestinian terrorist group Hamas regroups and rearms in the Gaza Strip after two years of war.
“Hamas and its allied factions understand that igniting violence in the territory would divert Israel’s attention during a critical time of rebuilding the group’s infrastructure in Gaza,” Truzman said last month.
“The release of convicted terrorists to the West Bank under the ceasefire agreement may be a factor in the resurgence of organized violence in the territory,” he continued.
At the time, the IDF completed a three-day, multi-branch military exercise in the West Bank called “Lion’s Roar,” designed to enhance operational coordination and joint capabilities in the region, with scenarios shaped by lessons learned from the Oct. 7 atrocities.
More than 180 Israeli Air Force aircraft supported ground troops during training for over 40 scenarios, including attacks on outposts, simultaneous terrorist infiltrations into multiple communities, urban combat, mass-casualty rescue and medical evacuation, multi-casualty response, intelligence integration, and real-time command and control.
“We have many lessons to implement from this exercise and from Oct. 7,” the IDF spokesperson said in a statement at the time.
“The IDF will continue to conduct regular exercises to ensure high readiness, strengthen cooperation among all troops, and maintain the security of residents in the area and of all Israeli civilians,” the statement read.
According to a survey released earlier this year by the Jerusalem Center for Security and Foreign Affairs, 70 percent of all respondents — and 81 percent of Jewish respondents — expressed fear of an Oct. 7-style attack coming from the West Bank. In contrast, 53 percent of Arab respondents said they were not worried about such an attack.
“The stipulations of the ceasefire in Gaza, mainly the requirement for Hamas to fully disarm in future phases, should also be applied to the terrorist organization’s operatives in the West Bank,” Aaron Goren, research analyst at FDD, said at the time.
“Otherwise, Israel may face a threat from Hamas, which, unlike in Gaza, where it is relatively contained, is dispersed amongst Israeli communities in the West Bank,” he continued.
Earlier this year, the IDF arrested a Hamas and Fatah terror cell from Ramallah that was planning a bombing attack on a bus in Jerusalem, with investigators saying the group intended to remotely detonate an explosive device smuggled into Israel.
As of February, Israeli security forces had foiled nearly 1,000 terrorist plots over the past year, with senior military officials increasingly worried that the volatile situation in the West Bank could lead to a large-scale attack similar to the Oct. 7 onslaught against Israeli settlements and communities near the security barrier.
In response to these concerns, the IDF has established a special command to address potential threats in the West Bank and launched a nearly unprecedented counterterror operation in the northern part of the territory.