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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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Hamas Wants Guarantees of Israeli Troop Withdrawal Before Disarmament talks, sources say
The damaged Al-Shifa Hospital during the war in Gaza City, March 31, 2026. Photo: REUTERS/Dawoud Abu Alkas
Palestinian terrorist group Hamas has told mediators it will not discuss giving up arms without guarantees that Israel will fully quit Gaza as laid out in a disarmament plan from US President Donald Trump’s “Board of Peace,” three sources told Reuters.
Hamas’ disarmament is a sticking point in talks to implement Trump’s plan for the Palestinian enclave and cement an October ceasefire that halted two years of full-blown war.
A Hamas delegation met with Egyptian, Qatari and Turkish mediators in Cairo on Wednesday and Thursday to give their initial response to a disarmament proposal presented to the group last month, two Egyptian sources and a Palestinian official said.
Hamas conveyed several demands and amendments to the board’s plan, including an end to Israeli violations, implementation of all provisions and Israel’s withdrawal from Gaza, the two Egyptian sources told Reuters.
Hamas accuses Israel of breaking the ceasefire with attacks that have killed hundreds in Gaza. Israel says its strikes are aimed at thwarting imminent attacks by militants.
The sources said Hamas also sought clarification about what it described as Israel’s continued expansion of areas under its control. Israel retained control of well over half of Gaza after the ceasefire.
The sources said Hamas does not want to discuss disarmament before those issues are addressed.
Two Hamas officials declined to comment on the content of the meetings. Israel’s government did not immediately respond to a request for comment. Representatives for the Board of Peace did not immediately respond to requests for comment.
BREAKTHROUGH UNLIKELY
Another source with direct knowledge of the Board of Peace’s thinking said that Hamas’ response meant that talks over the group laying down its arms were unlikely to immediately lead to a breakthrough. The source said Hamas was supposed to meet with mediators again next week.
The US may move forward with reconstruction absent Hamas disarmament, but only in areas under complete Israeli military control, the source said. Funding pledges important for reconstruction, many of which were from Gulf Arab states, were being held up during the Iran war, the source added.
The Palestinian official close to the talks said Hamas was unlikely to reject the plan out of hand but “it will not say yes until the remarks and demands of Palestinian factions are addressed.”
Israel says it will not agree to withdraw from Gaza unless Hamas is fully disarmed first.
Trump’s top Board of Peace envoy in the Middle East, Nickolay Mladenov, said in a social media post on Wednesday that all mediating parties had endorsed the plan.
“(The) international community has supported it, now is the time to agree to the framework for its implementation. For the sake of both Palestinians and Israelis, there is not time to lose,” Mladenov said in a post on X.
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Leo, the First US Pope, Emerges as Pointed Trump Critic
FILE PHOTO: Pope Leo XIV speaks to the media as he leaves the papal residence to head back to the Vatican, in Castel Gandolfo, Italy, March 31, 2026. REUTERS/Remo Casilli/File Photo
Pope Leo last May became the first US leader of the global Catholic Church, but for the initial 10 months of his tenure he mostly avoided comment about his home country and never once mentioned President Donald Trump publicly.
That era has come to an end.
In recent weeks the pope has emerged as a sharp critic of the Iran war. He named Trump, for the first time publicly, on Tuesday in a direct appeal urging the president to end the expanding conflict.
It is a significant shift in tone and approach that experts said indicated that the pope wanted to serve as a counterweight on the world stage to Trump and his foreign policy aims.
“I don’t think he wants the Vatican to be accused of being soft on Trumpism because he’s an American,” said Massimo Faggioli, an Italian academic who follows the Vatican closely.
Leo, known for choosing his words carefully, urged Trump to find an “off-ramp” to end the war, using an American colloquialism the president and administration officials would understand.
“When (Leo) speaks, he’s always careful,” said Faggioli, a professor at Trinity College Dublin. “I don’t think that was an accident.”
Chicago Cardinal Blase Cupich, a close ally of Leo, told Reuters the pope was taking up the mantle of a long line of pontiffs who have urged world leaders to turn away from war.
“What is different… is the voice of the messenger, for now Americans and the entire English-speaking world are hearing the message in an idiom familiar to them,” said the cardinal.
POPE SAYS GOD REJECTS PRAYERS OF WAR LEADERS
Two days before appealing to Trump directly, Leo said God rejected the prayers of leaders who start wars and have “hands full of blood,” in unusually forceful remarks for a Catholic pontiff.
Those comments were interpreted by conservative Catholic commentators as aimed at US Defense Secretary Pete Hegseth, who has invoked Christian language to justify the joint US-Israeli strikes on Iran that initiated the war.
They also led to one of the Trump administration’s first direct responses to a comment by Leo.
“I don’t think there is anything wrong with our military leaders or with the president calling on the American people to pray for our service members,” White House spokesperson Karoline Leavitt said, when asked about the pope’s remarks.
Marie Dennis, a former leader of the international Catholic peace movement Pax Christi, said Leo’s most recent comments and his direct appeal to Trump “reflect a heart broken by unrelenting violence.
“He is reaching out to all who are exhausted by this unrelenting violence and are hungry for courageous leadership,” she said.
POPE RAMPING UP CRITICISM FOR WEEKS
Leo had previously taken aim at Trump’s hardline immigration policies, questioning whether they were in line with the Church’s pro-life teachings. In those comments, which drew backlash from conservative Catholics, he refrained from naming Trump or any administration official directly.
The pope also carried out a major shake-up of US Catholic leadership in December, removing Cardinal Timothy Dolan as archbishop of New York. Dolan, seen as a leading conservative among the US bishops, was replaced by a relatively unknown cleric from Illinois, Archbishop Ronald Hicks.
Leo has been ramping up his criticism of the Iran war for weeks.
He said on March 13 that Christian political leaders who start wars should go to confession and assess whether they are following the teachings of Jesus. On March 23, Leo said military airstrikes were indiscriminate and should be banned.
Cardinal Michael Czerny, a senior Vatican official, said the pope’s voice would carry weight globally because “everyone can perceive that he speaks… for the common good, for all people and especially the vulnerable.”
“Pope Leo’s moral voice is credible, and the world wants desperately to believe that peace is possible,” said the cardinal.
Leo on Thursday began four days of Vatican events leading up to Easter Sunday when he will deliver a special blessing and message from the balcony of St. Peter’s Basilica.
One of the most closely watched appointments on the Vatican’s calendar, the Easter speech is usually a time when the pope makes a major international appeal.
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In 1989, Harold Pinter and Jerry Schatzberg made the perfect Holocaust movie for 2026
The first hint that Reunion is an unusual kind of Holocaust film comes from a music cue.
An older man has traveled from New York City to Stuttgart, a trip that has clearly brought him immense psychological pain. His flashbacks to Nazi marches lead us to assume he lived in the German city during Adolf Hitler’s rise — but he doesn’t seem to know any German, opening every conversation by asking if the other party speaks English. Then he arrives at a warehouse, presumably to filter through belongings left to fester for decades after World War II, and begins a journey down a hallway that seems almost infinitely long.
As he walks the path back toward his past, the music marking his steps, composed by Philippe Sarde, is buoyant and lilting. The tune comes as a surprise. What’s this tripping sense of joy doing, following this man toward what we have every reason to assume is a museum of miseries?
Reunion, a 1989 film by director Jerry Schatzberg, with a screenplay by Harold Pinter based on a novel by Fred Uhlman, barely made a splash when it premiered in the United States, despite a largely positive European reception. Now, it’s being re-released, beginning with a two-week run at Manhattan’s Film Forum that opens this weekend. It’s almost a perfect Holocaust movie for our times — because it chronicles a moment much like our own, in which the gradual dissolution of society began to make itself known through the gradual dissolution of personal relationships. (Spoilers follow.)
The old man is Henry Strauss (Jason Robards) — who was once Hans (Christien Anholt), a lonely Jewish teenager at an elite all-boys Stuttgart school. The trip to Germany is his first since before the Holocaust. And the music, we quickly learn, is the soundtrack of what seems to have been the one great friendship of his life: it recurs at moments of particular meaning or joy during his brief, almost romantic engagement with an aristocratic boy called Count Konradin von Lohenburg (Samuel West).
The story of that adolescent friendship is the core of the film, an extended flashback to a time of great happiness as well as great peril, threaded through with that same uplifting melody.
Konradin is a bright, brave boy — ready to defend Hans to an antisemitic relative, or join his friend in striking back at Nazi youth who bully those without swastika armbands. But it’s also clear that he’s destined to get sucked into the Nazi machine: everything about his heritage, not to mention his prototypically Aryan looks, foreshadows that future. So from the first moment of his friendship with Hans, when the two connect over a shared love of collecting — with Konradin’s choice of companion clearly shocking a school in which Hans, as a Jew, resides somewhere far below the bottom of the social ladder — there’s a dominating sense of an invisible clock, counting down.
But oh, the halcyon days of this doomed duo.
They walk one another home from school, giggling in the age-old manner of teenagers for whom political upheavals are not yet real. They practice archery. They bicycle through the Black Forest, staying overnight at inns without the oppressive presence of their parents, whom both boys find embarrassing. (Konradin’s mother hates Jews, and Hans’ father is painfully enamored of Konradin’s elevated status.) When Konradin confesses that Hans is his first true friend, and Hans grins with quiet glee, it’s impossible not to hope that, somehow, they’ll stay this way — lovely, young and unchanged by the times in which they live.
For months, the Nazi threat only hovers around the edges of their relationship. Then it overtakes them. Rapid ruptures follow. And then it’s the 1980s, and Hans is back in Germany, seeking to figure out what happened to his old friend.
What prompts him to make the trip? There’s never a clear explanation. But it’s hinted that Hans has come to feel that he needs, at long last, some resolution to this passionate, formative relationship. He’s willing to risk his sense of self — the identity of the man who escaped to the U.S., and refused to ever speak a word of German again — to close that loop.
The sense that Hans’ whole life has turned on the events that marked his friendship with Konradin makes Reunion a profound watch, one that I suspect will be more effective for audiences in 2026 than it proved in 1989. Many of us have had once-close relationships begin to crack under the pressure of extreme polarization, and the insidious tensions of a political environment characterized by conspiratorial suspicion. Many of us love people we can no longer talk to, at least not freely.
It’s tempting to write these rifts off as personal. Reunion‘s terse message: don’t. A society doesn’t collapse all at once. It succumbs to hairline fractures; provoking a critical number of them is a strategy.
A Holocaust movie that spends so much of its runtime on a period of real contentment is an odd object. The break between its heroes comes late, meaning much of Reunion is a pleasure to watch. That is the point: under authoritarianism, life is still good until it’s not. Citizens have freedom, until they don’t. Friendship is trustworthy, until human weakness interferes. Liberal values are easy to hold onto, until you shake the demagogue’s hand.
But what makes Reunion most timely isn’t its somber portrayal of the connection between the minor tragedy of Hans and Konradin and the major one of World War II and the Holocaust. It’s that the film is hopeful.
To spoil the ending would be a shame. It is enough to know that Hans’ searching leads him to unexpected places, and while some are miserable and vicious, others are not. To let things stay broken, or assume that humans can’t change for good as well as for ill, is a choice. So is hearing and following the better music — the call to connect, and to resist being persuaded of something you know is wrong.
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