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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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US Announces Ceasefire Extension With Iran
US President Donald Trump speaks to the press before boarding Marine One to depart for Quantico, Virginia, from the South Lawn at the White House in Washington, DC, US, Sept. 30, 2025. Photo: REUTERS/Ken Cedeno
US President Donald Trump said on Tuesday he would indefinitely extend the ceasefire with Iran, hours before it was set to expire, to allow the two countries to continue peace talks to end a war that has killed thousands of people and shaken the global economy.
Backing down from threats of new violence earlier in the day, Trump said in a statement he had agreed to a request by Pakistan, which has mediated peace talks in the seven-week-old war, “to hold our Attack on the Country of Iran until such time as their leaders and representatives can come up with a unified proposal.”
Trump’s announcement appeared to be unilateral, and it was not immediately clear whether Iran, or the US ally Israel, would agree to extend the ceasefire, which began two weeks ago. Trump also said he would continue the US Navy’s blockade of Iran‘s ports and shore, which Iran‘s leaders have called an act of war.
There was no immediate comment from Iran‘s most senior leaders, but Tasnim News Agency, affiliated with Iran‘s Revolutionary Guards, said Iran had not asked for a ceasefire extension and repeated threats to break the US blockade by force. An adviser to Iran‘s lead negotiator, the speaker of parliament, Mohammad Baqer Qalibaf, said Trump’s announcement carried little weight.
“Trump’s ceasefire extension is certainly a ploy to buy time for a surprise strike,” Mahdi Mohammadi, the parliament speaker’s adviser, said in a statement on social media, calling the US blockade an ongoing military aggression. “The time for Iran to take the initiative has come.”
Trump said he would extend the ceasefire until Iran‘s “proposal is submitted, and discussions are concluded, one way or the other.”
It was the latest instance of Trump backing down at the 11th hour from his repeated threats to bomb every power plant in Iran. United Nations Secretary General António Guterres and others have condemned the threats, noting international humanitarian law forbids attacks targeting civilians and civilian infrastructure.
Trump, who with Israel launched the war on Iran on Feb. 28, said he decided to extend the ceasefire because “the Government of Iran is seriously fractured, not unexpectedly so,” a reference to US-Israeli assassinations of some of the country’s leaders, including the late Supreme Leader Ayatollah Ali Khamenei, who has been succeeded by his son.
The US blockade became a sticking point as the two countries wavered this week on whether to send negotiators to a second round of peace talks in Islamabad, the Pakistani capital.
The ceasefire extension came only a few hours after Trump had said he was not inclined to continue the temporary truce and the US military was “raring to go.” He told CNBC in an interview that the US was in a strong negotiating position and would end up with what he called “a great deal.”
Pakistani Prime Minister Shehbaz Sharif thanked Trump in a statement on social media for “graciously accepting our request to extend the ceasefire to allow ongoing diplomatic efforts to take their course.”
“I sincerely hope that both sides will continue to observe the ceasefire and be able to conclude a comprehensive ‘Peace Deal’ during the second round of talks scheduled at Islamabad for a permanent end to the conflict,” Sharif wrote.
It was not clear when, or if, that second round of talks would be scheduled.
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Hungarian PM-Elect Says ICC Warrants Will Be Enforced, Even for Netanyahu Invitation, as Orban Policy Reversed
Election winner Peter Magyar speaks during a press conference in Budapest, Hungary, April 20, 2026. Photo: REUTERS/Bernadett Szabo
Hungarian Prime Minister-elect Peter Magyar vowed that his government would detain any foreign leader subject to International Criminal Court (ICC) arrest warrants who entered its territory, even as he extended an invitation to Israeli Prime Minister Benjamin Netanyahu — who himself faces such a warrant — to visit the country.
During a press conference on Monday, Magyar reiterated his pledge to reverse outgoing Prime Minister Viktor Orbán’s decision to withdraw Hungary from the ICC.
The Hungarian leader also said that, despite inviting Netanyahu — who faces an ICC arrest warrant over alleged war crimes in Gaza — to a national ceremony, he could still be detained upon arrival, noting that ICC-related obligations would take precedence if the conditions were met.
“If a country is a member of the ICC and a wanted individual enters its territory, they must be detained,” Magyar told reporters. “Every state and head of government is aware of these obligations.”
“I also made clear to the Israeli prime minister that we will not reverse course on the ICC withdrawal, as my colleagues have reviewed the matter and concluded it can still be halted,” he added.
Magyar had spoken with Netanyahu last week after the Israeli leader called to congratulate him on his election victory, which came after the defeat of a government widely seen as a strong ally of Israel.
But his latest remarks have triggered confusion and outrage, deepening concerns over his stance on Israel and raising questions about the future of relations between the two countries.
Netanyahu visited Hungary in April 2025 at Orbán’s invitation, with the government rejecting the ICC warrants and announcing its withdrawal from the court during the visit.
At the time, Orbán denounced the ICC as “no longer an impartial court, not a court of law, but a political court.”
In November 2024, the ICC issued arrest warrants for Netanyahu, his former defense minister, Yoav Gallant, and now-deceased Hamas terror leader Ibrahim al-Masri (better known as Mohammed Deif) for alleged war crimes and crimes against humanity in the Gaza conflict.
The ICC said there were reasonable grounds to believe Netanyahu and Gallant were criminally responsible for starvation in Gaza and the persecution of Palestinians — charges vehemently denied by Israel.
Israeli officials also say the military has gone to unprecedented lengths to try and avoid civilian casualties, despite Hamas’s widely acknowledged military strategy of embedding its terrorists within Gaza’s civilian population and commandeering civilian facilities like hospitals, schools, and mosques to run operations and direct attacks.
Under ICC warrants, all states that are parties to the Rome Statute — the 1998 international treaty that established the ICC and sets out its jurisdiction over crimes such as genocide, war crimes, and crimes against humanity — are legally obligated to arrest Netanyahu if he enters their territory.
However, several countries, including Argentina, the Czech Republic, Romania, Poland, France, and Italy, have said they would not arrest Netanyahu if he visited.
The ICC has no jurisdiction over Israel, which is not a signatory to the Rome Statute, as is also the case with other countries, including the United States, that have not signed the court’s founding treaty.
However, the ICC has asserted jurisdiction by accepting “Palestine” as a signatory in 2015, despite no such state being recognized under international law.
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Exclusive: As Ceasefire Extended, Iranian Voice Describes Deepening Repression, Waning Hope Under Regime’s Grip
People attend the funeral of the security forces who were killed in the protests that erupted over the collapse of the currency’s value in Tehran, Iran, Jan. 14, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
As a fragile ceasefire halting the US-Israeli military campaign in Iran continues, some Iranians say the pause in fighting has not brought relief but rather fear that the regime is regaining strength while internal repression intensifies.
In western Iran, a former schoolteacher who asked to be identified as “Maddie Ali” for security reasons says the ceasefire has left many ordinary citizens feeling abandoned and exposed, watching authorities tighten control while hopes for meaningful change fade.
“People actually felt more hopeful when the war was ongoing. Now, with the ceasefire in place, many feel discouraged and disappointed about the future, which feels increasingly uncertain,” Ali told The Algeminer in an exclusive interview.
Ali lost her job after authorities imposed a nationwide internet blackout when fighting erupted earlier this year — a disruption that continues to shape daily life and restrict communication with the outside world, effectively cutting millions of Iranians off from independent reporting on the war and access to global news.
Internet access remains unstable across much of the country, forcing many people to rely on illegal black-market virtual private networks (VPNs) — tools that bypass government censorship — to stay connected beyond Iran’s borders, with access reportedly costing millions of tomans per gigabyte. (A toman is one-tenth of the rial, the official currency of Iran.)
Iran’s nationwide internet blackout has become the longest recorded of its kind, as authorities continue restricting access to the outside world in an effort to suppress internal opposition and silence domestic dissent.
Iranian authorities have even warned that citizens suspected of accessing the internet through VPNs could face arrest or imprisonment. According to state media reports, Iranian security forces have arrested several citizens in recent weeks for using the Starlink satellite internet system, which allows users to bypass state-controlled terrestrial infrastructure.
Human rights groups have warned that the regime repeatedly uses nationwide internet shutdowns as a tool to intensify its crackdown on opposition movements and conceal ongoing abuses from international scrutiny.
Ali said many people in Iran fear the ceasefire is giving authorities time to regroup and rebuild.
“People are deeply disappointed that the US and Israeli sides agreed to a ceasefire without taking the Iranian population into account,” Ali told The Algemeiner. “The regime has repeatedly proven its capacity to rebuild and recover time and time again.”
The US–Iran ceasefire, which took effect on April 8, was initially set to expire on Wednesday night if no agreement was reached. US President Donald Trump told Bloomberg on Monday that he was “highly unlikely” to extend the truce without a deal with Tehran.
“I’m not going to be rushed into making a bad deal,” the president said.
On Tuesday, however, Trump announced that he was extending the ceasefire indefinitely, to allow the two countries to continue peace talks to end the war.
In a statement on social media, Trump said he had agreed to a request by Pakistan, which has mediated the talks, “to hold our Attack on the Country of Iran until such time as their leaders and representatives can come up with a unified proposal.”
Noting Iran’s government was “seriously fractured,” Trump said the US military would remain ready and continue its blockade on Iranian ports but continue abiding by the ceasefire “until such time as [Tehran’s] proposal is submitted, and discussions are concluded, one way or the other.”
According to Ali, who spoke with The Algemeiner before Trump’s announcement, reconstruction efforts began quickly after the fighting stopped, even as widespread infrastructure damage remained and internal repression intensified.
“There is frustration that the ceasefire may help the regime recover,” she said. “They started reconstruction for damaged sites and internal repression is still going on.”
Ali also said security forces remain highly visible across the country, especially after a sweeping crackdown earlier this year following mass demonstrations.
“We don’t have an option to really be out on the streets right now. It is really hard because of what happened in January. People are too afraid,” she said, referring to the nationwide anti-government protests, which security forces violently crushed, leaving tens of thousands of demonstrators tortured, imprisoned, or killed.
Checkpoints and surveillance now shape daily movement across many areas of the country.
“There are security forces on the streets stopping people, checking phones to see who they have been in contact with and reviewing messages — and they even make arrests,” Ali said.
Despite the risks, Ali said frustration with the regime runs deep after years of sustained crackdowns and tightening control.
“Most Iranians want an end to this regime. People are exhausted after decades of repression, arrests, executions, surveillance, and control,” she said. “Everybody was waiting for Israel and the US to do something and help us.”
“At the same time, people don’t support war itself — they support removing the regime, which is deeply rooted throughout the country,” Ali continued.
She said many Iranians initially saw the outbreak of fighting as a rare opening for change after years of failed internal protest movements.
“When the war began, many people actually felt hopeful,” Ali told The Algemeiner. “It’s not that they didn’t try to overthrow the regime themselves before — they did. But nothing worked.”
Even those who opposed the war, she said, are not necessarily defending the government.
“Those who were against the war mostly believed it would not lead to real change in the end — not that they supported the regime,” she explained.
More broadly, Ali said many citizens viewed outside military pressure as a necessary catalyst rather than something they welcomed.
“For many Iranians, support for the US and Israeli strikes came out of necessity and exhaustion — not because they support war,” she said.
Despite significant leadership losses during the conflict, Ali said the regime’s structure remains deeply entrenched nationwide.
“The regime and its ideology are embedded at every level — in cities, towns, and institutions across the country,” she said.
“From what we can see, the system is still functioning almost completely intact,” she continued. “It remains coordinated at both the national and local levels, and internal repression is actually increasing.”
“It feels suffocating and extreme, but at the same time it isn’t surprising,” she added.
For some inside Iran, Ali said, this reality has reshaped how people understand the scale of effort needed to dismantle the regime’s entrenched security apparatus.
“People support Israel and the United States, but they also believe airstrikes alone are not enough,” she said.
“Many believe that only a military ground intervention with troops on the ground could remove the regime from its roots,” she continued.
At the same time, she said many Iranians feel especially frustrated by what they see as political solidarity between Muslim-majority governments and Tehran’s leadership rather than support for ordinary citizens.
“Just because a government presents itself as Islamist does not give it the right to repress dissidents and crush its own people,” she said.
“Many Muslim countries have continued to cooperate with this regime, shaking hands with a killer regime instead of standing with the Iranian people,” Ali added.