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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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New Report Exposes Docters Without Borders for Pursuing Anti-Israel Activism
A Palestinian woman helps a burn victim, Maria Abu Aawad, at a Doctors Without Borders (MSF) hospital in Zawaida, in the central Gaza Strip, Jan. 26, 2026. Photo: REUTERS/Mahmoud Issa
A new report is raising questions about whether one of the world’s most prominent humanitarian organizations has crossed the line from medical advocacy into political campaigning in its approach to Israel and the war in Gaza.
The analysis — published by NGO Monitor, an independent Jerusalem-based watchdog group that monitors nongovernmental organizations — scrutinizes the statements and activities of Médecins Sans Frontières (MSF), also known as Doctors Without Borders, following the Palestinian terrorist group’s Hamas’s Oct. 7, 2023, invasion of Israel and the ensuing war in Gaza.
“Despite the slaughter of over 1,200 people, the injuries to thousands, and the kidnapping of over 250 hostages into Gaza [during Hamas’s Oct. 7 atrocities], MSF’s public communications and almost daily updates immediately pivoted to a singular focus on condemning Israel’s response,” the report says.
NGO Monitor also points to a December 2023 finding by former MSF Secretary General Alain Destexhe, who found that many MSF employees celebrated Hamas’s brutal incursion into Israel, contending that “over 40 percent of statements by staff, including senior figures, praised Hamas and the attacks.”
Destexhe warned last year that “MSF is no longer neutral; its humanitarian language now serves a political cause.”
According to NGO Monitor’s report, MSF, which purports to be a neutral provider of emergency medical care, has increasingly adopted language and positions that align with political advocacy, including accusations that Israel is committing “genocide” in Gaza. NGO Monitor argues that such claims are not supported by verified evidence and risk distorting the realities of a complex and ongoing conflict.
The report contends that MSF’s public messaging has relied on incomplete or unverified information while omitting key context, including the role of Hamas in embedding military infrastructure within civilian areas such as hospitals and residential neighborhoods. Israel has repeatedly cited these conditions as a central challenge in its efforts to target terrorist networks while minimizing civilian harm.
Further, the report accuses the MSF of “systematically omitting essential details and context” such as “the basic military requirements faced by Israel for neutralizing a terror organization with a massive underground tunnel network embedded in civilian infrastructure, and in which hostages were hidden.”
Critics highlighted in the report say that by failing to acknowledge these dynamics, MSF presents a one-sided narrative that could mislead policymakers, media organizations, and international institutions. The watchdog group further argues that statements from globally recognized NGOs carry significant weight and can influence legal proceedings and diplomatic pressure against Israel.
The report criticizes the MSF for asserting that Israel’s military tactics are tantamount to “death sentences,” claiming that the humanitarian organization “sought to leverage its influence” on world leaders” to pressure them to curtail supposed “indiscriminate violence unleashed on a helpless people.”
NGO Monitor also raises concerns about accountability within large humanitarian organizations, calling for greater transparency in how public claims are verified and communicated. It suggests that NGOs operating in conflict zones must maintain strict standards of neutrality to preserve credibility and avoid contributing to misinformation.
MSF has repeatedly defended its work in Gaza, emphasizing the dire humanitarian conditions and the urgency of medical needs on the ground. The organization maintains that its statements are based on firsthand observations by its staff and reflect the severity of the crisis facing civilians.
The report came out two months after Doctors Without Borders publicly acknowledged that armed individuals — many of them masked — were present inside the large compound of Nasser Hospital in southern Gaza, citing intimidation of patients, arbitrary arrests, and suspected weapons movement as reasons for halting some of its work there.
The admission, buried in a rarely referenced FAQ page on the group’s website, lends factual support to claims long asserted by Israeli authorities about the use of medical facilities by Hamas and allied terrorists during the conflict in Gaza.
Last year, NGO Monitor obtained documents revealing that Hamas has long run a coordinated effort to penetrate and influence NGOs in the war-torn enclave — contradicting years of denials from major humanitarian organizations.
The study showed how Hamas has for years systematically weaponized humanitarian aid in Gaza, tightening its grip over foreign NGOs operating in the territory and exposing patterns of complicity and collaboration that contradict the groups’ persistent denials.
According to the documents, Hamas officials designated specific points of contact with “highly respected” international NGOs, including Doctors Without Borders and several others.
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Trump Admin Investigates New York City for Antisemitism Following Nonprofit’s Exposure of ‘Palestine Teach-Ins’
A general view of the US Department of Education in Washington, DC, on Dec. 1, 2020. Photo: Graeme Sloan via Reuters Connect
The Trump administration is investigating the New York City Department of Education (DOE) for allegedly violating federal civil rights laws by failing to stop K-12 teachers from procuring students for membership in anti-Zionist study groups, an enterprise which the government says will flood public school classrooms with antisemitism.
The US Department of Education’s Office for Civil Rights (OCR) said last week that reports regarding the activities of a group which calls itself “NYC Educators for Palestine” prompted its inquiry. First publicized by the North American Values Institute (NAVI), they range from teaching extracurricular courses on “Palestinian resistance” to holding “Palestine teach-ins” on federal holidays.
NAVI has noted that public sector union leaders enrolled in the United Federation of Teachers (UFT) are some of the group’s most eager participants and endorsers. The problem, according to critics, is that their affiliation implies the approval of a city government that the Trump administration says should be ending the practice.
NYC Educators for Palestine targets children as young as five, the US Education Department alleged in a press release announcing the action, describing long sessions in which teachers drill into them the notions that Israelis are “genocidal white supremacists” and that Hamas terrorists are “martyrs.”
The group also targets high school students preparing to transition to college and the workplace as well. In January, it held a “teach in” on the Martin Luther King holiday, casting a wide net for children “ages 6-18.”
The inexorable outcome of the group’s indoctrination is the radicalization of students who will point to disinformation confected by anti-Zionist activists as cause to abuse their Jewish classmates, the Education Department said.
“No child should be taught by his or her teachers to hate their peers. Neither should Jewish children be taught that being Jewish somehow makes them inherently guilty or proponents of hate and violence,” Assistant Secretary of Education for Civil Rights Kimberly Richey said in a statement. “Discrimination has no place in our schools, and, unlike the previous administration, the Trump administration will not turn a blind eye to antisemitic harassment. [The Office for Civil Rights] will investigate these appalling allegations to ensure the equal treatment of all students.”
According to NAVI, the leading supplier of money and support for the NYC Educators for Palestine’s initiatives is a little-known nonprofit titled “Rethinking Schools,” which describes its mission as “strengthening public education through social justice teaching and education activism.”
Rethinking Schools in turn is a beneficiary of the National Education Association (NEA), the largest teachers union in the country, and the Lannan Foundation — a benefactor of Mohammed El-Kurd, an anti-Zionist activist who has trafficked in antisemitic tropes, demonized Zionism, and falsely accused Israelis of eating Palestinians’ organs. The Schwab Charitable Fund, founded by investment banker Charles Schwab in 1999, has also donated some $78,000 to Rethinking Schools, according to NAVI.
In an exclusive interview with The Algemeiner, NAVI chief strategy officer Josh Weiner said that NYC Educators for Palestine’s activities clearly violate civil rights laws even as they transgress professional ethics.
“First off, they’re actively advertising and speaking at these events and sharing their status as New York City public school teachers to attract attendance, which is misleading for suggesting that they are sponsored by the Department of Education or New York City,” he explained, noting that the group will hold at least six more events before the end of the academic year. “Essentially what they’re doing is training students to be hostile toward fellow students based on their identity as Jews as Israelis. That likely creates a hostile environment at school and limits their access to an equal education.”
The federal government’s intervention in the matter is “long overdue,” Yael Lerman, executive director of StandWithUs Saidoff Law, a legal advocacy group based in California, told The Algemeiner in a statement.
“Jewish and Israeli students are afforded the same protections as every other child under Title VI of the Civil Rights Act,” Lerman said. “Schools are not free for qll political activism — especially when that activism creates a hostile environment for students based on their identity. When educators blur the line between instruction and indoctrination, and when repeated warnings from parents and advocacy groups go unaddressed, federal intervention becomes necessary. This case matters not just for New York City but for school systems across the country.”
Follow Dion J. Pierre @DionJPierre.
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Social Justice Academy in California Tormented Jewish Student After Oct. 7 Attack, New Lawsuit Says
Illustrative: High school students participating in anti-Israel demonstration on Jan 26. 2024: Photo: Michael Ho Wai Lee / SOPA Images via Reuters Connect
Another California public school district has been accused of allowing antisemitic discrimination and harassment in a disturbing new civil lawsuit filed by The Deborah Project, a legal advocacy group that has contested a slew of similar cases across the state.
The victim in the case is Eden Horowitz, a female Jewish student from Alameda County who says the San Leandro Unified School District (SLUSD) stood down while students and instructors at the Social Justice Academy of San Leandro High School tormented her for nearly three years.
“This case exemplifies a disturbing trend: schools that champion social justice while turning a blind eye to antisemitism,” Jerome Marcus of The Deborah Project said in a statement announcing the action. “We are holding these institutions accountable to their own shared values.”
The complaint that says that, on paper, Horowitz should have fit in at the Social Justice Academy, which says that its mission is to uplift minority students by teaching them to oppose “power oppression, capitalism, white supremacy, imperialism, colonialism, racism, sexism, homophobia … and transphobia.” In addition to being Jewish, she is a multiracial American of Brazilian, African American, Native American, and Eastern European heritage — an archetype of the kind of student sought by progressive institutions across the US.
However, the complaint alleges that Hamas’s Oct. 7, 2023, massacre across southern Israel caused students and faculty to cancel out everything that once merited Horowitz’s being embraced by the SJA community. Overnight, her “intersectional” racial identity became second to the fact that she is Jewish, and her lawyers say that attending the Social Justice Academy became a daily tribulation.
One teacher, Erica Viray Santos, led the movement against her, the complaint charges. In class, Santos made a show of accusing Israel of “genocide” and proclaimed that she would not teach key units on the Holocaust. Allegedly, Santos also publicly paraded her contempt for Horowitz, denouncing her in arguments with the school’s principal that she initiated within earshot of the class. Meanwhile, her classmates began calling her a “Zionist” and a “racist,” according to the lawsuit.
The profusion of anti-Jewish sentiment fused with near manic obsession over the Middle East conflict to inspire criminality, the complaint continues. As the SJA community fulminated over Horowitz’s refusal to accept their views, someone allegedly graffitied antisemitic messages alluding to the Holocaust and other classic antisemitic tropes in a school bathroom. Having already refused to acknowledge the situation’s rising severity despite receiving a stack of complaints related to it, SLUSD officials responded to the hate crime with more indifference, according to the suit. District officials saw to the graffiti’s erasure, delayed condemning it, and later dropped its search for the culprit.
Ultimately, the district allegedly found cause to punish the Jewish victim. While her bullies walked free, the Social Justice Academy “expelled” her from every initiative she had joined to foster the better world envisioned in the school’s mission statement. It then, according to the complaint, refused to perform services related to disability accommodations for the student to sabotage her academic performance and “isolated” her from everyone else. Topping off what her lawyers describe as “retaliation,” SJA placed her in a probationary program under the threat that she would be expelled from the school if she did not fulfill its cumbersome requirements.
By that point, a doctor had clinically diagnosed Horowitz with depressive and anxiety orders, and she was suffering panic attacks. Her parents’ last recourse for remedying the situation, filing a lawsuit, ultimately prompted SJA to act on its threat to expel her, which it did after an attorney notified a district official of the coming action.
SJA staff allegedly announced the news to the student body as a way of “further humiliating” Horowitz, who then received failing grades in every course.
On Friday, SLUSD declined to comment on the troubling allegations, telling The Algemeiner it “is aware of the lawsuit, and because it is an active legal matter, cannot comment at this time.”
In the meantime, Horowitz’s attorneys say that SLUSD has to be held accountable for “state-sponsored exclusion” and for corrupting progressive values to use them as instruments of racial hatred.
“Faculty didn’t just ignore the antisemitic abuse — they fueled it,” said Ryan Weinstein, counsel for The Deborah Project’s partner in the case, Ropes & Gray LLC. “When confronted with the truth, the district didn’t investigate it; it retaliated. We are seeking systemic change to ensure that ‘social justice’ is never again used as a shield for discrimination against a Jewish student — or any student.”
All of California is under scrutiny over K-12 antisemitism, as The Algemeiner has previously reported.
In February, a consortium of Jewish advocacy groups — the Louis D. Brandeis Center for Human Rights Under Law and StandWithUs — sued the state, alleging that Jews have been called “k—kes,” threatened with gang assaults, and subjected to chants proclaiming “F—k the Jews” at anti-Israel demonstrations promoted by faculty.
In one highly disturbing incident described in the legal complaint, fifth graders from the Oakland Unified School District were filmed telling their teacher, “Another major thing that I’ve learned is that the Jews, the people who took over, basically just stole the Palestinians’ land” and “one thing that’s really surprising to me, and that appeals to me is that the US is helping the Jews.” In another incident, the Oakland Education Association created a curriculum in which the intifada — two prolonged periods of terrorism in which Palestinians murdered Israeli civilians — was taught to third graders as a nursery rhyme.
“Jews consistently are being targeted with hostility because of who they are, including in California and particularly in K-12 public schools. This lawsuit seeks to remedy that,” StandWithUs chief executive officer Roz Rothstein said in February. “It is imperative that California K-12 schools not be co-opted by those seeking to indoctrinate students into antisemitic hate. However, Jewish students and parents indicate that this is precisely what is happening in California. Shockingly, those tasked with enforcing non-discrimination laws in our schools have failed to intervene effectively to put a stop to this growing problem.”
Follow Dion J. Pierre @DionJPierre.