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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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Mamdani visits Holocaust survivor at her apartment on Holocaust Remembrance Day
New York City Mayor Zohran Mamdani on Tuesday made a private visit to the Manhattan apartment of an 82-year-old Holocaust survivor, a gesture to a Jewish community divided over his positions, and reflecting his focus on affordability and dignity for New Yorkers living on fixed incomes.
Marking International Holocaust Remembrance Day, Mamdani spent 40 minutes talking with Olga Spiegel, who was born in France in 1943 after her family fled there, believing French children would not be separated from their parents. Her father was later deported to a concentration camp. Spiegel escaped with her mother into Italy, hiding for months in a stable before being sheltered by a priest in Rome until liberation, according to Blue Card, an organization that assists Holocaust survivors in need and organized the visit.
Mamdani allocated discretionary funds to the organization while serving as a member of the New York State Assembly, and its executive director, Masha Pearl, was a member of Mamdani’s transition team.
New York is home to the largest population of Holocaust survivors outside of Israel, with an estimated 14,000 to 15,000 living in the metropolitan area. More than 5,000 are at or below the poverty line, most live alone and many are homebound. Nearly 40% struggle to meet basic needs such as food, housing and medical care, according to the organization, and 84% survive on less than $24,000 a year, largely from Social Security and modest pensions.
City Hall described the private visit, which was not listed on the mayor’s public schedule, as warm and welcoming.
“It was an incredibly powerful meeting,” said Monica Klein, a spokesperson for the mayor, “and drove home that the Holocaust is not simply a thing of the past, but something that impacts countless New Yorkers every single day.”
An artist, Spiegel settled in New York in the mid-1960s and has spent the past 48 years in the same rent-stabilized apartment on the lower east side of Manhattan. Spiegel showed Mamdani her studio and artwork, and the two bonded over their shared love of art. The mayor also shared his family’s immigration story.
The visit came amid growing scrutiny of Mamdani’s approach to Jewish issues. His anti-Zionist worldview and revocation of executive orders tied to antisemitism and pro-Palestinian protests on his first day in office were met with criticism from mainstream Jewish organizations.
During the mayoral primary last year, Mamdani faced backlash over his decision not to co-sponsor a resolution commemorating the Holocaust in the state legislature. Mamdani pushed back, saying he voted in favor of the Holocaust Remembrance Day resolution every year since he entered the Assembly in 2021 “to honor the more than 6 million Jewish people murdered by the Nazis.”
In a statement posted on X earlier Tuesday, Mamdani said Holocaust Remembrance Day “calls on us to do more than reflect; it calls on us to act — to confront antisemitism wherever it exists and to reject all forms of hatred and dehumanization.”
The post Mamdani visits Holocaust survivor at her apartment on Holocaust Remembrance Day appeared first on The Forward.
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ISIS Threat Surges Across Syria and Beyond, Raising Alarm Bells From Iraq to Sub-Saharan Africa
Islamic State – Central Africa Province released documentary entitled “Jihad and Dawah” covering group’s campaigns in northeastern Democratic Republic of Congo and battles against Congolese and Ugandan armies. Photo: Screenshot
US and Iraqi officials are warning of a resurgent terrorist threat posed by Islamic State (ISIS), with the number of militants in Syria reportedly soaring to 10,000 and regional instability raising concern from Iraq to Sub-Saharan Africa.
Earlier this week, Iraqi intelligence services sounded the alarm over the surging ISIS threat, warning of a sharp increase in the terrorist group’s fighters in northern Syria, the country’s western neighbor, and expressing growing concerns among officials.
In an interview with the Washington Post, Iraqi intelligence chief Hamid al-Shatri revealed that ISIS fighters in Syria have skyrocketed from roughly 2,000 to 10,000 in just one year.
This number far surpasses last year’s estimate in the UN Security Council report, which placed the total of ISIS fighters in Syria and Iraq at roughly 3,000 as of August.
“This represents a real danger for Iraq, because ISIS — whether in Syria, Iraq, or anywhere else in the world — is a single organization and will likely seek to establish a new foothold to launch attacks,” al-Shatri told the Washington Post.
He also noted that the terrorists who joined ISIS in Syria over the past year include men previously linked to Syrian President Ahmed al-Sharaa and al-Qaeda, many of whom have expressed dissatisfaction with the current political leadership.
As the Syrian government advances to retake territory long controlled by Kurdish forces, Iraqi officials are increasingly concerned about a resurgent ISIS threat.
In the wake of escalating violent clashes across Syria over the past few weeks, chaos erupted in regional prisons holding thousands of ISIS members, allowing many to escape into the desert.
Even though many escaped ISIS members were later recaptured, the Iraqi government rapidly deployed thousands of troops to bolster its border with Syria, warning that the threat of further attacks remained high.
Last week, the US military began relocating ISIS detainees from northeastern Syrian prisons, formerly controlled by the Kurdish-led Syrian Democratic Forces (SDF), to Iraqi facilities following the SDF’s withdrawal as Syrian government forces advanced into the area.
On Sunday, Iraqi Prime Minister Mohammed Shia al-Sudani said the decision to temporarily transfer ISIS detainees to local prisons aims to safeguard both Iraq’s national security and the stability of the broader region.
According to the US Central Command, around 2,500 ISIS fighters remained at large in Syria and Iraq in 2024, but no updates have been released since.
These latest warnings from the Iraqi government come amid rising concerns following the departure this month of the last US troops from Ain al-Asad Airbase in western Anbar province, bringing to a close a mission that had supported local forces in combating ISIS terrorism.
The United States is now focusing on Sub-Saharan Africa, where analysts have identified rising Islamist terrorist threats, making the region a central concern in the fight against global jihadist terrorism.
Last week, the deputy commander of US Africa Command (AFRICOM), Lt. General John Brennan, said Washington is stepping up equipment shipments and intelligence support to Nigeria as part of a wider government effort to strengthen its presence across the region and assist African forces in combating Islamic State-linked militants.
Brennan also revealed that the US military continues to engage closely with the armed forces of the junta-led Sahel nations — Burkina Faso, Niger, and Mali.
Under US President Donald Trump, “we’ve gotten a lot more aggressive and are working with partners to target … [regional] threats, mainly ISIS,” Brennan told reporters.
“From Somalia to Nigeria, the problem set is connected. So, we’re trying to take it apart and then provide partners with the information they need,” he continued. “It’s been about more enabling partners and then providing them equipment and capabilities with less restrictions so that they can be more successful.”
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Antisemitism Witnessed by 78% of EU Teachers in Classrooms, UN Survey Finds
Krakow, Poland – Oct. 5, 2024: Pro-Palestinian activists in front of the Institute of Sociology at Jagiellonian University. Photo: Artur Widak via Reuters Connect
Teachers across the European Union are witnessing antisemitism as a near daily social occurrence in the classroom and the workplace, according to a new survey issued by the United Nations Educational, Scientific, and Cultural Organization (UNESCO).
Released on Tuesday, the survey of 2,030 teachers found that 78 percent have “encountered at least one antisemitic incident between students,” and 27 percent have “witnessed nine or more such incidents.” It added that 61 percent saw students promoting Holocaust denialism, while others had students who drew or wore Nazi symbols. Forty-two percent witnessed “other teachers being antisemitic.”
“Hate speech, notably antisemitism and Holocaust denial, has reached levels not seen since World War II,” UNESCO Director-General Khaled El-Enany said in a statement. “Most teachers have never received specific training to confront this reality, including the consequences related to AI development. UNESCO provides policymakers with unique tools to empower teachers in more than 30 countries — from classrooms and campuses to sports clubs — and soon even more.”
Included in a UNESCO report titled “Addressing Antisemitism Through Education: A Survey of Teachers’ Knowledge and Understanding,” the survey comes amid a global rise in antisemitism following Hamas’s Oct. 7, 2023, massacre across southern Israel.
Since then, many European antisemitic incidents have occurred on college campuses, including someone assaulting a group of Jewish students while shouting “Zionist fascists” at the University of Strasbourg and the University of Vienna hosting an “Intifada Camp,” a pro-Hamas encampment. At the Free University of Brussels campus in Solbosch, a pro-Hamas group illegally occupied an administrative building and renamed it after a terrorist. Elsewhere across Europe, anti-Zionists damaged property to the tune of hundreds of thousands of Euros, desecrated Jewish religious symbols, graffitied Jewish students’ dormitories with swastikas, and carried out gang assaults on Jewish student leaders.
Violence in the streets of Europe’s major cities is also a regular occurrence. In July 2025, a group of people wielding knives attacked Jews walking home from an event on the Greek island of Rhodes; in Davos, Switzerland a man spat on, attacked, and verbally abused a Jewish couple— an offense he reportedly perpetrated multiple times against other Jewish people.
European governments are responding to the antisemitism crisis by paying closer attention to its linkage with the politics and ideology of anti-Zionism, a connection many political leaders hesitated to acknowledge and which UNESCO, despite having exuded anti-Zionist hostility in the past, also cited as a leading cause of rising antisemitism.
“Almost half of teachers (43.6 percent) had encountered students articulating hateful comments in relation to the State of Israel either once or twice, or often,” the report, summarizing the survey results, stated. “Hateful comments targeted at the State of Israel might not necessarily be antisemitism and may be motivated by other forms of hostility. However, comments motivated by hate are significantly more likely to include prejudice, or incite further dehumanization and violence.”
The document added, “Moreover, the prevalence of emotionally charged comments around the conflict in the Middle East highlights the salience of this topic and the need for targeted training and guidance for teachers on how to handle difficult conversations in an increasingly polarized environment.”
Across the Atlantic, teachers in the US have seen a surge of antisemitism in K-12 schools.
According to another survey conducted by the StandWithUs Jewish advocacy organization, 61.6 of teachers have been both targets and witnesses of antisemitic conduct in a professional setting. Meanwhile, nearly half suffered antisemitism perpetrated by their teachers unions, purportedly their advocates and representatives in collective bargaining.
School districts, obligated to comply with civil rights laws which proscribe discrimination, fail at prevention, according to the data. Of the 65 percent of respondents who said they are required to take anti-bias trainings, only 10 percent said those trainings address antisemitism.
“This first of its kind empirical study sought to understand antisemitism experienced by Jewish educators in K-12 education. Over 60 percent of respondents reporting that they personally experienced or witnessed antisemitism in their profession is an astounding number,” StandWithUs data and analytics director Dr. Alexandra Fishman said in a statement. “StandWithUs is deeply committed to rigorous research that serves both academic and lay audiences.”
Civil rights groups have argued that pushing anti-Zionism in the classroom can have a profound impact on students, who in many cases perpetrate antisemitic incidents. On Thursday, for example, local media reported that two 15-year-olds were arrested on suspicion of having graffitied 60 swastikas all over a playground in Brooklyn, New York.
Follow Dion J. Pierre @DionJPierre.