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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.

@midrashmanicures

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

♬ Oh Hanukkah – Maccabeats

“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.”


The post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.

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We Should Be Welcoming All Jews and Bringing Them Closer — Despite Religious Differences

Reading from a Torah scroll in accordance with Sephardi tradition. Photo: Sagie Maoz via Wikimedia Commons.

We Jews have always liked to argue about religion, and everything from kashrut to conversion. Often these differences are far from polite. In every branch and variation of Judaism (as elsewhere), there are sects and extremes, iconoclasts and revisionists, insiders and outsiders. It pains me that we seem so incapable of overcoming such differences and conflicts amicably.

There is an axiom in religious life (all religions, not just Judaism) that those more religious than you are fanatics, and anyone less religious is a doomed sinner. The joke may be extreme, but I think we can all relate to the sentiment.

I could never understand why, for many years, the established Orthodoxy was opposed to going to and teaching at Jewish conferences simply because there might also be people there whose ideas about Judaism they did not share. Neither could I understand the argument that one should not go to Reform communities to teach Torah. On the contrary, if they are so misled by their heretical rabbis, surely it would only be beneficial to go and share another point of view — unless one is so insecure that there might be a risk of backsliding.

The Lubavitch movement is successful precisely because it does not prejudge, and regards every Jew as worthy of attention, regardless of background. And on the other side, anyone vaguely familiar with Reform Judaism in Israel and much of the Diaspora knows that much (not all) of it is seriously trying to come to terms with how to get back to a more traditional way of life with more Hebrew and study.

Of course, as a traditionalist, I disagree with those who make light of our religious traditions and laws. But to some extent, we all choose what to focus on and what not to. I can understand communities that want to preserve their specific identities by excluding those who wish to undermine them. But we can still treat others with tolerance and understanding out of simple good manners. We are such a small people, we cannot afford to lose even more people than we do through ignorance and defection. And thank goodness for those of all variations we welcome in with open doors.

I may not agree with much of Reform ideology and ritual, but I also believe Orthodoxy could have and should be much more flexible. I admire a great deal in the Haredi world, but I think they are seriously mistaken over their attitude to serving Israel’s military needs. And I deplore Neturei Karta’s support of Iranian mass murderers, as I do secular Israelis who want to undermine the Jewish State. Opposition comes from both sides.

There is a Talmudic principle that a Jewish child captured by non-Jews, a Tinnok SheNishba, could not possibly be found guilty of breaking Jewish law since he (or she) would have had no positive experiences of it to be able to make a positive decision. The saintly rabbi known as the Chafetz Chaim (Yisrael Meir Kagan 1838-1933) used this to argue that most modern Jews have never experienced the passion and intensity of genuine Torah spirituality, and therefore cannot be blamed for rejecting something they know nothing of. You can only be a genuine heretic if you really know what it is you are rebelling against!

I would welcome anyone, no matter who, from whatever background, who wanted to identify as a Jew, study and participate. They should be welcomed and encouraged to explore the varieties of Jewish experience and decide where they fit in. And we should do our best to draw them closer and help with any problems of integration they might face.

On Pesach, we will read about the four different sons including the “bad one” with different approaches to Torah. But at least they sat around the same table and were participating in the Seder.

We should use Torah to bring Jews closer — including those who have drifted, and the misguided ones — not to insult them and push them further away just because they have a different view than ours.

The author is a writer and rabbi, based in New York.

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Tehran’s Escalation Doctrine: Why Iran Is Targeting the Entire Middle East

Smoke rises after reported Iranian missile attacks, following United States and Israel strikes on Iran, as seen from Doha, Qatar, March 1, 2026. Photo: REUTERS/Mohammed Salem

Iran’s latest missile and drone strikes across the Gulf signal a dangerous strategic shift. What once appeared to be a confrontation primarily between Tehran, Israel, and the United States is rapidly transforming into a wider regional conflict. By conducting military assaults on Saudi Arabia, Qatar, the United Arab Emirates, and Bahrain, the Islamic Republic has effectively widened the battlefield and placed the stability of the entire Middle East at risk.

On March 7, 2026, Iranian President Masoud Pezeshkian publicly apologized to Iran’s Gulf neighbors after Iranian missile and drone strikes triggered air defense alerts in those states. In a televised statement, he expressed regret for the attacks and claimed that Tehran would halt strikes on neighboring countries unless attacks against Iran originated from their territory. But even as he spoke, air defense sirens and missile interceptions were continuing across the Gulf region. Then the government walked the statement back.

For many countries in the Middle East, the contradiction is glaring. Iran’s apology appeared less a genuine effort at de-escalation and more a familiar Iranian tactic: spinning rhetorical damage control while continuing its aggression.

This pattern is hardly new. For decades, the Islamic Republic has pursued a strategy that blends diplomacy, denial, and deception with relentless expansionism. The result is a geopolitical doctrine aimed not merely at confronting Israel or the United States, but at reshaping the entire Middle East under Tehran’s ideological and strategic dominance.

Iranian leaders have long framed their military posture as defensive, but the reality unfolding across the Middle East tells a very different story. Missiles fired toward Saudi territory, drones intercepted over Gulf cities, and attacks linked to Iranian proxies across multiple theaters point to a broader strategy of coercion. Rather than confining its conflict to direct adversaries, Tehran is increasingly pressuring neutral or semi-neutral states in order to expand the battlefield.

The remarks of Muhammad‑Bagher Ghalibaf, speaker of Iran’s parliament, made this explicit. Ghalibaf declared on social media that Iran’s defense doctrine follows the ideological guidance of the Islamic Republic’s revolutionary leadership and warned that peace will remain impossible as long as American military bases exist in the region.

This statement was effectively a strategic threat to every Middle Eastern state hosting American forces. It confirmed what regional leaders have long suspected: Iran views the entire Gulf security architecture, not merely Israel, as a legitimate target.

One of the most striking aspects of Iran’s recent escalation is that it has drawn states into the conflict that were actively attempting to avoid confrontation. Countries across the Gulf Cooperation Council had pursued diplomatic efforts to reduce tensions between Iran and its adversaries. Oman, for example, had played a leading mediating role in discussions surrounding Iran’s nuclear program.

Yet Iranian missiles and drones have now placed these very states directly in the line of fire. Strategically, this approach is baffling. By striking Gulf territories or allowing projectiles to fall near critical infrastructure, Tehran risks transforming potential mediators into determined adversaries. Analysts have long warned that attacks on Gulf states could collapse the region’s delicate neutrality and push Arab governments into closer alignment with the United States and Israel. In other words, Iran’s escalation may be strengthening the very coalition it claims to oppose.

The Islamic Republic’s behavior cannot be understood purely in military terms. At its core lies an ideological framework embedded in the doctrine of Vilayat-e-Faqih: “Guardianship of the Islamic Jurist.” This system, created after the Iranian Revolution, grants ultimate political authority to the clerical leadership rather than elected institutions. The result is a hybrid regime in which electoral politics exist but real power rests with a religious elite that defines foreign policy through ideological confrontation.

For this leadership, regional dominance is not merely a strategic ambition. It is a revolutionary obligation. From Iraq to Syria, Lebanon, and Yemen, Tehran has cultivated proxy networks that extend its influence far beyond its borders. These networks allow Iran to wage asymmetric warfare while maintaining plausible deniability. The expansion of this strategy into the Gulf itself marks a new and dangerous phase.

Iran’s confrontation with Gulf states is not only militarily reckless. It is economically self-destructive. The Persian Gulf and the Strait of Hormuz form one of the most vital arteries of global commerce. Disruptions in the region affect energy markets, maritime trade routes, and strategic industrial supply chains.

Iranian actions that threaten shipping lanes risk destabilizing not only regional economies but also global technological industries. Qatar, for example, plays a significant role in the export of helium, a critical resource used in semiconductor manufacturing and advanced technologies. Any disruption in Gulf logistics reverberates across industries ranging from artificial intelligence to aerospace.

If Tehran’s objective is to impose costs on its adversaries, it must recognize that such disruptions will also inevitably damage Iran itself. Economic isolation, sanctions pressure, and investor flight are predictable consequences of escalating regional conflict. In strategic terms, Iran’s current approach resembles an “economic own goal” — a policy that undermines its own long-term stability.

The Islamic Republic’s external aggression reflects deep internal vulnerabilities. Years of economic hardship, corruption scandals, and political repression have eroded public confidence in the ruling establishment. Anti-government protests have repeatedly shaken the regime, revealing widespread dissatisfaction across Iranian society. The leadership in Tehran therefore faces a familiar dilemma.

Authoritarian systems often attempt to consolidate power by redirecting domestic frustration toward external enemies. Foreign confrontation becomes a tool for internal cohesion. In this context, escalation abroad may serve a political purpose at home: reinforcing the narrative that Iran is surrounded by hostile forces and must rally behind its revolutionary leadership. Yet such strategies carry enormous risk. History demonstrates that regimes relying on external conflict to sustain legitimacy often accelerate their own downfall.

The Middle East now faces a critical strategic question: Will Iran’s campaign of intimidation continue unchecked, or will the threatened regional states coordinate a collective response? The growing convergence of security interests between Israel and several Arab states represents one possible outcome. Iranian escalation may inadvertently accelerate regional cooperation against Tehran’s ambitions. The normalization processes that began in recent years could gain renewed urgency if the Gulf states conclude that Iran’s threats are directed not only at Israel but at the entire regional order.

At the same time, the United States remains a central factor in the strategic equation. In Tehran’s calculus, American military installations across the Gulf serve as both deterrents and potential targets. Iran’s repeated warnings about these bases indicate that the regime views the broader American security architecture as a critical obstacle to its regional ambitions.

Another factor shaping Iran’s future is the question of leadership. The Islamic Republic now faces a profound political vacuum. Despite widespread dissatisfaction with the regime, no unified opposition figure has yet emerged capable of mobilizing the population around a coherent alternative vision. This absence of leadership allows the ruling clerical establishment to maintain its grip on power even as public frustration grows. Yet history suggests that such conditions rarely remain static. The pressures created by economic stagnation, international isolation, and internal dissent can eventually converge to bring about transformative political change.

For Iran, the central challenge is whether a new leadership capable of reconciling the country with its neighbors and the international community will emerge before the current system pushes the region into wider conflict.

The Iranian regime’s recent missile and drone attacks across the Gulf reveal a dangerous strategic reality: Tehran’s confrontation is no longer limited to Israel or the United States. It is evolving into a broader campaign of intimidation against the entire Middle Eastern order.

By targeting or threatening Gulf states that had sought neutrality, the Islamic Republic risks uniting the region against it. By escalating military pressure while offering hollow diplomatic apologies, it exposes the contradiction at the heart of its strategy. And by prioritizing ideological confrontation over economic stability, it places the welfare of the Iranian people at risk.

If the current trajectory continues, Iran will not succeed in dominating the Middle East. Instead, it may accomplish the opposite — driving its neighbors, the United States, and Israel into an increasingly unified coalition determined to contain the ambitions of a regime whose revolutionary ideology has turned regional leadership into a permanent state of war.

Salah Uddin Shoaib Choudhury is editor of the Bangladesh-based publication Blitz and a commentator on Islamist extremism, terrorism, and South Asian geopolitics. A version of this article was originally published by The BESA Center.

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The Truth About Israel’s Wartime Censorship

Fire ignited at the impact site following an Iranian missile strike, amid the US-Israeli conflict with Iran, in central Israel, March 13, 2026. Photo: REUTERS/Gideon Markowicz

There are censorship laws in Israel.” (NPR)

Israel has imposed strict military censorship … for decades, but has tightened its restrictions.” (AFP)

“‘We have a partial understanding of the reality on the ground,’ the senior manager admitted. ‘Our coverage of the war is not truthful.’” (+972 Magazine)

Since the US-Israel war against the Islamic Republic of Iran broke out at the end of February 2026, one aspect of media coverage has drawn particular attention — Israel’s military censorship regulations and their effect on what journalists can publish.

While some have claimed that these restrictions are designed to hide the damage caused by Iranian missile strikes, the reality is far less conspiratorial.

As explained by CNN correspondent Oren Liebermann in a recent report, the purpose of Israel’s censorship rules is to prevent the release of sensitive military information that could assist Iran in its ongoing missile campaign.

This includes details such as the precise locations of missile impacts or the positioning of Israeli interceptor systems — information that could help Iranian forces adjust their targeting.

Liebermann notes that the regulations have not prevented CNN or other outlets from publishing footage of attacks, but they do prohibit livestreaming during missile strikes, which could inadvertently reveal operational details in real time.

This aspect of military censorship is separate from Israel’s policy restricting foreign journalists’ independent access to Gaza, allowing entry primarily through embedded tours with the IDF.

In this latter instance, the stated reasoning has not been the risk of publishing sensitive military information, but rather concerns about journalist safety and the potential disruption to ongoing military operations.

As former IDF spokesperson Lt. Col. (res.) Peter Lerner explained:

It should also be noted that Israel’s wartime censorship rules are not limited to journalists. In theory, they apply to civilians as well.

At the beginning of the war, the IDF issued a public warning on X urging Israelis not to share the locations of missile impacts online because such information could assist the enemy (a modern Israeli version of the classic “loose lips sink ships”).

The only difference is that enforcing such restrictions on millions of civilians posting on social media is far more difficult than regulating a much smaller number of professional news organizations.

Israel is not alone in enforcing military censorship of sensitive information during wartime.

As noted by AFP, the Gulf states facing missile and drone threats from Iran have implemented similar censorship measures, with some banning the spread of images of sensitive sites such as missile impact locations, while others restrict the spread of demoralizing or false reports online.

Outside of the Middle East, censorship rules exist in other modern conflict zones, including Ukraine and the Kashmir region between India and Pakistan.

In other words, Israel’s wartime censorship regulations are not an attempt to conceal damage from Iranian strikes or manipulate the narrative of the war.

They are a standard wartime measure designed to prevent sensitive information from helping the enemy — a practice widely used by countries facing active military threats.

The author is a contributor to HonestReporting, a Jerusalem-based media watchdog with a focus on antisemitism and anti-Israel bias — where a version of this article first appeared.

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