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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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The post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.
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They told Willy Loman he was everything; ’twas a great American lie
The great innovation of Shakespeare’s King Lear is that its patriarch has no sons. This problem — Lear has a vast estate, and only daughters to inherit it — marks the onset of a disaster. Because the king has no obvious heir, he is able to remake his world as he sees fit. But his choice to split his kingdom between his three daughters, based on the degree of fealty they express toward him, is catastrophic. It can be argued that Lear suffers from an excess of liberty. Without a rulebook to follow, he wreaks destruction on the country he had hoped to preserve in his image.
Arthur Miller’s Death of a Salesman is a kind of American Lear. In the midcentury United States, every man can be his own king, leaving Willy Loman suffering from a version of Lear’s affliction. Willy has arrived at a time in life at which he is keen to secure his own legacy. Unlike Lear, he has only sons, and is painfully committed to having his first-born take on his mantle. But in the land of the free, he has perversely and perhaps unconsciously spent his life glorying in his ability to make the wrong choices.
Spoilers: Willy’s choice of how to bequeath his kingdom, such as it is, will work out almost as tragically as Lear’s.
A new Broadway production of Death of a Salesman, starring an excellent Nathan Lane as the archetypal failed American father, leans into the quasi-Biblical nature of this story. It is a tale for Americans to pray over: May we become wiser and stronger as a people by learning from our forefather’s mistakes. And it is a tale to atone over, as well. Just shy of eight decades since the play’s debut in 1949, there is a great and ever-mounting body of evidence to suggest we have done very little learning at all.
Death of a Salesman follows two days in the life of the Loman family, who live in Brooklyn and have, at long last, very nearly paid off their mortgage. But they have perhaps never felt more insecure. Bills are piling up. Willy’s job as a traveling salesman has stopped paying him a salary. In his 60s, he is beginning to feel his age, and as he works for scant commissions, he’s started to exhibit a faltering grasp on reality, and an increasingly vigorous drive toward self-destruction. His wife Linda — played by Laurie Metcalf, who is, as always, stellar — senses terrible possibilities just around the corner.
Meanwhile, adult sons Biff (Christopher Abbot) and Happy (Ben Ahlers, although I caught Jake Silbermann in a fine understudy performance) are in the midst of the sort of drawn-out coming-of-age crisis that each generation seems to invent anew. They don’t know who they are. They can’t see a way toward making enough money. They’re unwilling to commit to anything or anyone. They yearn for big American lives — cattle ranches, an endless stream of available women, the dream of finally pulling one over on the boss — and are only just beginning to question whether that yearning has anything to do with the big American emptiness they feel.
The pressure created by the family’s unfulfilled dreams — of financial security, a sense of purpose, a bit of rest — turns most explosive between Willy and Biff. Willy yearns for his eldest son, once a promising boy who idolized his father, to become the business bigshot he never quite managed to become himself. But, at 34, Biff no longer seems able to stand anything about his father — up to and including the flashy American brilliance Willy sees himself as bequeathing. The tension between the father with a dream, and the son who refuses to fulfill it, comes to tragedy.
In this way, Willy’s problem is an inversion of Lear’s: His obsession with his firstborn son drives him and his family to a kind of ruin. (Youngest child Happy’s story is the quietest tragedy in Death of a Salesman; he is an overgrown boy, developmentally frozen by his desire for Willy’s never-forthcoming approval, or even attention.) And as Shakespeare’s great tragedy illustrated certain formative flaws in the English national character — I cannot recommend James Shapiro’s The Year of Lear enough — so Willy’s obsession casts a damning light on the country that created him.
Willy is all-American: He loves cars, football, fantastic get-rich-quick schemes and womanizing. He sees his chosen profession as evincing great American values: “respect, and comradeship, and gratitude,” not to mention the glory of the open road.
He’s also an individualist who has abundantly reaped the costs of that posture. He has exactly one friend, a neighbor called Charley, whom he appears not to actually like. He sees himself in constant competition with his fellow man, and carries a strain of exceptionalism that borders on the delusional. His conviction that he lives in a land of boundless opportunity has poisoned him against reality. He understands, on some level, that he hasn’t completely succeeded in achieving glory, but he can’t let himself accept that understanding. As it turns out, he would rather die.
These flaws are particularly painful to encounter at this moment, when the country has less a president than a salesman-in-chief. Willy’s preoccupation with a certain kind of smoke-and-mirrors business success now seems less like a reflection of the country Miller knew than a prediction of the ways in which it would decline. The fallacy that liberty is inherently tied to financial success has warped the nation, just as it warped Willy himself.
Biff rejects the exceptionalist mindset Willy strives to instill in him: “Pop, I’m a dime a dozen, and so are you!” he rages in a climactic argument. But Happy buys into his father’s worldview, celebrating him as a great possessor of “the only dream you can have — to come out number-one man.” When Happy insists that he will follow in Willy’s footsteps and “beat this racket” — the obscure American system that seems to keep the common man down, despite the country’s promise — the audience can easily imagine what will follow: a lifetime of disappointed entitlement, and, in the end, a legacy as meager as his father’s.
Willy might see it as an insult for Happy, whom he’s always treated as an afterthought, to seize the title of his true heir. Like Lear, his preoccupation with the question of what he’ll leave behind, and who will treasure it, has prevented him from understanding the truth about his children and himself. Lear is too attached to the concept of his own majesty to bother with effective governance; Willy is so devoted to his false idol of success that he departs the world without knowing much about it. In both cases, the playwrights understood what their characters couldn’t: that children, like countries, learn by example.
The post They told Willy Loman he was everything; ’twas a great American lie appeared first on The Forward.
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UK Counterterrorism Police Investigate Arson at Jewish Memorial Wall
An Orthodox Jewish man walks by at a wall showing pictures of protesters killed during anti-government demonstrations in Iran, in Golders Green, London, Britain, March 7, 2026. Photo: REUTERS/Jack Taylor
Police said on Tuesday they were investigating suspected arson at a memorial wall in a part of north London that is home to a large Jewish community, amid a recent spate of such incidents in the British capital.
London’s Metropolitan Police said the investigation was being led by Counter Terrorism Policing, though it was not being treated as a terrorist incident. They said no arrests had been made.
The incident occurred on Monday at the site of a memorial wall dedicated to people killed in Iran in a bloody crackdown after anti-government protests spread across the country in January. Police said the memorial wall had not been damaged.
“We recognize that this incident will heighten concerns in the Golders Green area, where residents have already faced a series of attacks,” Detective Chief Superintendent Luke Williams said in a statement.
Over the last month, counter–terrorism officers have arrested more than two dozen people as part of investigations into attacks on Jewish-linked premises, including the torching of ambulances belonging to the Jewish volunteer emergency service Hatzola in Golders Green on March 23.
Police said after an arson attack at a synagogue this month that they were investigating possible Iranian links to the incidents. A pro-Iranian government group has said it was responsible.
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Ukraine in Diplomatic Tussle With Israel Over Grain Kyiv Says ‘Stolen’ by Russia
A farmer operates a combine during the start of the wheat harvesting campaign in a field near the town of Starobilsk (Starobelsk) in the Luhansk Region, a Russian-controlled area of Ukraine, July 9, 2025. Photo: REUTERS/Alexander Ermochenko
Ukraine and Israel traded diplomatic blows on Tuesday as President Volodymyr Zelenskiy condemned what he said were grain purchases from occupied Ukrainian territory “stolen” by Russia and threatened sanctions against those attempting to profit from it.
Kyiv considers all grain produced in the four regions that Russia claims as its own since invading Ukraine in 2022 as well as Crimea, annexed by Russia in 2014, to be stolen and has protested over its export to other countries.
Russia calls the regions its “new territories,” but they are still internationally recognized as Ukrainian. Moscow has not commented on the legal status of grain collected in them.
“Another vessel carrying such grain has arrived at a port in Israel and is preparing to unload,” Zelenskiy said on X, adding: “This is not – and cannot be – legitimate business.”
“The Israeli authorities cannot be unaware of which ships are arriving at the country’s ports and what cargo they are carrying,” added Zelenskiy.
Ukraine on Tuesday summoned Israel‘s ambassador over what Kyiv described as Israeli inaction in allowing shipments of grain to enter the country from Russian-occupied Ukraine.
Ukraine‘s foreign ministry said in a statement it handed the ambassador a “note of protest.”
Israeli Foreign Minister Gideon Saar said that Kyiv has not provided any evidence for its claims.
“The vessel has not entered the port and has yet to submit its documents. It’s not possible to verify the truth of the Ukrainian claims,” he told a news conference in Jerusalem.
Saar said Ukraine had not submitted any request for legal assistance and rejected what he called “Twitter diplomacy.”
“Israel is a state that abides by the rule of law. We say again to our Ukrainian friends, if you have any evidence of theft submit it through the appropriate channels,” he said.
Ukrainian foreign ministry spokesman Heorhii Tykhyi told reporters that Kyiv has provided “extensive information and proof” that the cargo was illegal before going public. The foreign ministry published a timeline of its actions and contacts with Israeli authorities.
“We will not allow any country in any geography to facilitate illegal trade with a stolen grain that finances our enemy,” Tykhyi said.
Kremlin spokesman Dmitry Peskov declined to comment on Tuesday, saying Russia would not get involved. “Let the Kyiv regime deal with Israel on its own,” he said.
Traders have told Reuters that it is impossible to track the origin of wheat once it is mixed.
UKRAINE PREPARING SANCTIONS PACKAGE
Anouar El Anouni, EU foreign affairs spokesperson, said the bloc had taken note of reports that a “Russian shadow fleet vessel” carrying stolen grain had been allowed to dock at Haifa. He said the European Commission had approached Israel‘s foreign ministry on the issue.
“We condemn all actions that help fund Russia‘s illegal war effort and circumvent EU sanctions, and remain ready to target such actions by listing individuals and entities in third countries if necessary,” he said.
Zelenskiy said Ukraine was preparing a sanctions package against those transporting the grain and the individuals and legal entities attempting to profit from the scheme.
Zelenskiy said Kyiv has taken “all necessary steps through diplomatic channels,” but the ship had not been stopped.
“Russia is systematically seizing grain on temporarily occupied Ukrainian land and organizing its export through individuals linked to the occupiers,” Zelenskiy said.
“Such schemes violate the laws of the State of Israel itself,” he added.
Ukraine expected Israel to respect Ukraine and refrain from actions that undermine bilateral relations, he added.