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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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Survey shows half of Irish adults do not know 6 million Jews were murdered in the Holocaust
(JTA) — Half of Irish adults do not know that 6 million Jews were murdered in the Holocaust, a new survey from the Conference on Jewish Material Claims Against Germany has found.
Conducted Oct. 25 to Nov. 6, the online survey of 1,000 Irish adults also found that 8% of people in Ireland believe the Holocaust is a myth and did not happen, while 17% believe the number of Jews killed had been greatly exaggerated.
The survey adds to a country-by-country series by the Claims Conference, which coordinates reparations for Holocaust survivors and sponsors Holocaust education programs. The number of Irish adults who believed the death toll of the Holocaust had been greatly exaggerated was slightly higher than the United States at 15% and the United Kingdom at 11%, but far lower than in France, where the Claims Conference found that a third of adults believe the death toll has been greatly exaggerated.
The Irish survey also found lower reports of Holocaust distortion than in other countries. A quarter of Irish adults said they believed distortion was common in their country, compared to 49% of adults in the United States, 44% in France and Germany and 47% in Hungary.
The survey did not attempt to answer whether perceptions of Holocaust distortion in Ireland are accurate.
The country, which has a Jewish population of approximately 2,700, has drawn allegations of antisemitism in recent years for its public criticism of Israel during the course of the war in Gaza. In December 2024, Israel closed its embassy in Dublin, citing “antisemitic rhetoric of the Irish government against Israel.” In October, the country elected a new president, Catherine Connolly, who has sharply criticized Israel in parliament and faced backlash for comments defending Hamas.
Late last year, a proposal to rename a park in Dublin named after Chaim Herzog, the son of the first Irish chief rabbi who became Israel’s sixth president in 1983, was decried by Irish, Jewish and Israeli leaders over concern it would erase Irish Jewish history. The proposal was later tabled.
Antisemitic incidents that do not target Israel have also taken place in Ireland. Last month, a rural road in Ireland was defaced with graffiti reading “RAT,” “JEW,” and “USA,” along with swastikas and Stars of David.
The Claims Conference found that nine in 10 Irish adults believe the Holocaust should be taught in schools.
“Half of Irish adults do not know that six million Jews were murdered, one in five doubts the truth of the Holocaust and half of young people are seeing denial online. Yet almost nine in ten want it taught in schools. This is not a lack of public will. It is a gap in our education system,” Maurice Cohen, the chair of the Jewish Representative Council of Ireland, said in a statement. “The public overwhelmingly wants Holocaust education.”
The survey as the Claims Conference has released a new estimate of the Jewish Holocaust survivor population, saying the population had dropped from 220,000 to 196,600 over the last year. The median age of survivors is 87. Many prominent survivors — including Josef “Joe” Veselsky, a table tennis champion who was recognized as Ireland’s oldest man for over a year before his death in December — have died in recent months.
“As the Holocaust moves away from us in time, we must redouble our efforts to educate young minds to whom this legacy will be entrusted,” said Oliver Sears, the founder of Holocaust Awareness Ireland, in a statement. “Combatting Holocaust denial and distortion on the internet and social media must be a priority.”
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Netanyahu joins Trump’s ‘Board of Peace’ despite misgivings about Qatari, Turkish participation
(JTA) — Israeli Prime Minister Benjamin Netanyahu has joined U.S. President Donald Trump’s “Board of Peace,” less than a day after telling Israel’s parliament about his “argument” over the board’s membership.
Trump invited roughly 60 countries to join the board, a global body that is expected to oversee the ceasefire between Hamas and Israel. Among those that received invitations are Qatar and Turkey, which have supported Hamas.
“We have a certain argument with our friends in the United States over the composition of the advisory council that will accompany the processes in Gaza,” Netanyahu said on Monday.
Netanyahu’s comments came after Trump touted the board on social media, in the latest bid to move the three-month-old ceasefire into a new phase. The invitations went out soon after Middle East envoy Steve Witkoff announced that the ceasefire deal had entered its second phase, ushering in the formation of a Palestinian committee to oversee Gaza’s governance.
“It is my Great Honor to announce that THE BOARD OF PEACE has been formed,” wrote Trump in a post on Truth Social last week. “The Members of the Board will be announced shortly, but I can say with certainty that it is the Greatest and Most Prestigious Board ever assembled at any time, any place.”
Some European countries have indicated that they are interested in joining the board, while others have rejected the invitations. Pakistan and Russia are considering joining, while Russian President Vladimir Putin’s closest ally, Belarus’ Alexander Lukashenko, warmly accepted the invitation in a statement Monday.
Hungarian Prime Minister Viktor Orbán, Argentinian President Javier Milei, United Arab Emirates President Mohamed bin Zayed Al Nahyan, and Paraguayan President Santiago Peña were among the first to announce their acceptance of the invitations on social media. Egypt accepted its invitation on Wednesday.
Countries that sign onto the board will be installed for three-year terms with the option of paying $1 billion to fund its activities and gain permanent membership.
The board’s creation comes as Trump is openly dismissive of U.S. participation in other international bodies. The invitations said the Board of Peace would “embark on a bold new approach to resolving global conflict,” a description that critics said could set up the body to rival the United Nations in global governance. While the United Nations authorized the board to oversee the management of Gaza for two years, the board’s charter does not specifically mention Gaza.
French President Emmanuel Macron rejected Trump’s offer in a statement Monday, writing that the board’s charter “goes beyond the framework of Gaza and raises serious questions, in particular with respect to the principles and structure of the United Nations, which cannot be called into question.” (Trump later threatened to impose tariffs on French wines and champagne over the refusal.)
Irish Foreign Minister Helen McEntee warned in a statement Sunday that the board “would have a mandate wider than the implementation of the Gaza Peace Plan,” adding that “while it may be imperfect, the UN and the primacy of international law is more important now than ever.”
Sweden and Norway turned down their invitations on Wednesday.
Still, other world leaders have expressed their interest in joining the board, including Italian Prime Minister Giorgia Meloni, who said her country was “ready to do our part” and Canadian Prime Minister Mark Carney, who said they had agreed in principle, but that “unimpeded aid flows” to Gaza was a precondition for joining. Meloni is right-wing and Carney is liberal, indicating that the board is
A spokesperson for Russian President Vladimir Putin said on Monday that he was reviewing the invitation and was “hoping to get more details from the US side.”
Trump is expected to hold a formal signing ceremony for the board as early as Thursday while he attends the World Economic Forum in Davos, Switzerland.
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How a Persian Jewish immigrant became the rodeo king of California
David Halimi grew up Jewish in Tehran, watching Bonanza. He now produces rodeos in Northern California and owns a bar modeled on Cheers.
At 73, Halimi is known around Chico as the man behind a Western wear store stocked with thousands of cowboy boots, a rodeo circuit that draws bull riders from across the region, and a U-shaped bar where locals joke about who might be the town’s version of Norm. Less obvious — but no less central — is that he is also a longtime synagogue president, a Hillel board leader, and a professor who teaches business analytics at the local university.
Asked how an Iranian Jew learned the rhythms of the American West, Halimi doesn’t mystify it. “I’m a quick learner,” he said.
Halimi still follows events in Iran closely. “It’s heartbreaking,” he said. “It’s my heritage.” He has no illusions about the imbalance of power. “People protesting with their bare hands are no match to machine guns and professional assassins.” Still, he allows himself hope. “I wish and I pray that the people will prevail.”
For Halimi, the distance between Iran and Chico is not just geographic. It is the distance between a life shaped by instability — he grew up in Iran in the aftermath of a coup — and one he has spent decades deliberately building.
On a recent afternoon inside the 6,000-square-foot Diamond W Western Wear, Halimi wore what he sells — black alligator boots, jeans, a button-down, blazer and a hat — and moved easily past towers of boots, glass cases of belt buckles, pausing as an employee steamed a cowboy hat back into shape. His wife, Fran, emerged from the back. Customers drifted in.
Over the years, his footprint downtown has expanded to include two restaurants and a soon-to-open coffee shop, all within walking distance of his store.
Halimi didn’t arrive in America looking for a job. He arrived looking for an opportunity. When he moved to the United States at 16, in 1969, he worked full time while going to school, bussing tables at a restaurant and saving aggressively. By 18, he had pooled his earnings with his older brother to make his first real estate investment. “I was never looking for a job,” he said. “I always wanted to do my own thing.”
That instinct carried him through college, where he studied mathematics and economics, and later into commodities trading — “the stock market on steroids,” as he put it — before settling in Chico in 1979. It had the virtues he was looking for: a small-town feel, a university’s energy, and room to build.
Mending fences, building community
For all the boots, buckles and bull riders, Halimi’s most consequential work happens closer to home. He has served on the board of Congregation Beth Israel of Chico for decades, including numerous stints as president, and has been a steady presence through the cycles that define small Jewish communities.
Rabbi Lisa Rappaport, who leads the congregation, said that constancy matters. In a community with limited resources, leadership often means stepping in wherever the need arises.
That was especially true after the synagogue was targeted with antisemitic graffiti in late 2022. What followed, Rappaport recalled, was an outpouring of support. Donations funded a new security system. A local metalworker volunteered to create a new sign. Another family, moved by the response, offered to pay for a fence.
Halimi volunteered to design and help build it. Vertical bars, he insisted, would make the synagogue feel like a jail. Instead, he created diagonal metal panels inspired by math’s golden ratio, incorporating stainless-steel symbols of the Twelve Tribes — a boundary meant to protect without closing the place off.
Rappaport credits both Halimi and his wife, a former religious school director and longtime sisterhood leader, with helping sustain the shul. “They’re in it till the end,” she said. In a small community, she added, that kind of commitment is existential. “If you have a couple of people who have that frame of mind,” she said, “it keeps the community alive. It’s people like that that keep it pulsing.”
Halimi, now a grandfather, carries that same lesson into his classroom at Chico State, where he has been teaching since 2009. Each semester he leads two courses: business analytics and the evolution of management theory. He doesn’t think of it as a job so much as a responsibility. “I like seeing the light bulb go on,” he said. Former students, now entrepreneurs themselves, sometimes track him down to say thank you. The payoff, he said, is “psychic income.”
Halimi teaches what he learned: “Even when the odds are against you,” he said, “you can still succeed.”
His rodeo business began, improbably enough, as a marketing complaint. Halimi had been sponsoring country concerts and rodeos to promote the store, but he was unimpressed with the results. Other sponsors, he noticed, felt the same way. So he launched his own production company. First, they hosted country music concerts. Soon, they built a rodeo: the National Bullriding Championship Tour, which just marked its 30th year.
He had expected resistance from the industry. Instead, he found acceptance, and eventually respect. “It’s very unusual,” he acknowledged, “for an Iranian Jew to be a successful rodeo producer.”
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