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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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John Galliano bows out of Met exhibition as backlash over antisemitism mounts
(JTA) — John Galliano withdrew from a planned exhibition of his work at the Metropolitan Museum of Art in response to a rapidly escalating controversy over the museum’s decision to honor the fashion designer despite his history of antisemitic and racist remarks.
Galliano said Monday that, after discussions with the Met and others involved in the exhibition, he had decided that it was best for the show not to take place “at this time.” He said he remained accountable for the pain caused by his past words, particularly to Jews and Asians, and recognized that an exhibition honoring his work could be painful for some. The Met said it agreed with his decision.
The reversal came less than a month after the Met announced that Galliano would be the subject of its spring 2027 Costume Institute exhibition, a rare honor that would have made him only the third living designer to receive a solo show there. The exhibition was to open in conjunction with the Met Gala, one of New York’s biggest annual cultural and celebrity events.
Opposition to the exhibition appeared to mount steadily in recent weeks. Early public pushback came from Dana Thomas, Galliano’s biographer, who wrote in an Aug. 6 New York Times guest essay that the Met had made a serious error in choosing to honor him. The criticism then broadened, with Jewish leaders, museum donors and New York politicians publicly urging the museum to reconsider.
Those criticizing the exhibition were New York City Council Speaker Julie Menin, who called the decision deeply painful for Jewish New Yorkers. Prominent Met donor Alice Tisch described the planned exhibition as a “whitewash,” according to the Times.
The reversal is also a setback for Anna Wintour, Condé Nast’s chief content officer and the driving force behind the Met Gala. She had championed Galliano for decades and was among the Met figures most closely associated with bringing the exhibition to the museum.
The controversy was complicated by the fact that some prominent rabbis had actually met with Galliano before the exhibition was announced and had come away believing that his repentance was sincere, as JTA reported earlier this month.
Rabbi Rick Jacobs, president of the Union for Reform Judaism, said Galliano had shown the contrition necessary to earn his return to the fashion world. Rabbi Joshua Davidson of Congregation Emanu-El, a Reform synagogue in New York, likewise said he was convinced by Galliano’s statements of remorse and his efforts to educate himself about Judaism and the Holocaust. Neither rabbi endorsed the Met’s decision to honor Galliano, however. Rather, both told the museum that if it proceeded, it had a responsibility to make Galliano’s antisemitic conduct and the lessons of his repentance an explicit part of the exhibition.
That distinction was reflected in the Met’s original plans. Andrew Bolton, the Costume Institute’s curator, said in announcing the exhibition that it would address Galliano’s antisemitic and anti-Asian conduct, as well as his firing from Dior, a hate speech conviction in France and his subsequent treatment for addiction and public acknowledgment of his actions.
Galliano, among the most celebrated designers in the world, was fired by Christian Dior in 2011 after a video surfaced showing him praising Hitler and making antisemitic remarks in a tirade in a Paris cafe, and directing an anti-Asian slur at the partner of a Jewish woman. A French court convicted him of making public insults based on race, religion and ethnicity.
After entering treatment for substance abuse, he embarked on a process of rehabilitation and eventually returned to the fashion industry. Abraham Foxman, then national director of the Anti-Defamation League, met privately with Galliano repeatedly; in 2013 the ADL said that Galliano had demonstrated “true contrition.”
After the initial announcement of the exhibition, Jonathan Greenblatt, CEO and national director of the ADL, noted that the organization had “long since accepted his apology,” but added that he understood “why some Jews may question the decision to include Galliano’s work in an exhibit given the massive spike in antisemitism in recent years.”
In a statement Monday, Greenblatt appeared to take a harder line in welcoming Galliano’s withdrawal.
“With antisemitism at crisis levels, the Met honoring John Galliano at this moment was misguided, and even Galliano ultimately recognized what the Met should have done from the start,” Greenblatt wrote on X. “This was the wrong move at the wrong moment. Timing matters.”
Galliano’s withdrawal leaves the Met without a planned spring 2027 Costume Institute exhibition. The museum said information about a replacement exhibition and the 2027 Met Gala will be announced later.
This article originally appeared on JTA.org.
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Julie Moos Named as the Forward’s New Editor-in-Chief & Chief Content Officer
The Forward today announced the appointment of Julie Moos as Editor-in-Chief & Chief Content Officer. This newly created executive position merges newsroom leadership with audience strategy, positioning the nation’s premier independent Jewish news outlet to accelerate digital growth and serve audiences across platforms.
The appointment was announced by Forward Publisher & CEO Rachel Fishman Feddersen.
Moos, who joined the Forward in 2024 as Managing Editor for Audience, previously served as Interim Editor-in-Chief and Vice President for Audience & Strategy. In these roles, she advanced the publication’s digital content strategy and helped secure major grant funding, including a prestigious Luce Foundation award to support the “Holy Ground” series chronicling Jewish life and reinvention across rural and small-town America.
Under Moos’ leadership, the Forward has hit unprecedented growth milestones:
- Record Audience Scale: Surpassed 100 million total audience views in 2025 across web, video, audio and social channels, as measured by Brandwatch.
- Social Acceleration: Grew social media reach by 280%, expanding video reporting to meet the audience where they are.
- Critical Acclaim: Led the Jewish journalism field in reporting awards, including record recognition from the New York and Los Angeles press associations.
- Product Innovation: Successfully relaunched specialized newsletter offerings, including Antisemitism Decoded.
“Julie’s new role marks a pivotal shift toward a fully integrated structure that meets the demands of the rapidly changing news environment,” said Feddersen. “By bringing editorial stewardship and audience strategy under unified leadership, we can ensure our high-impact reporting meets readers where they consume media today, expanding our reach and amplifying the Forward’s mission to elevate issues vital to the American Jewish community.”
Joel F. Brown, Chairman of the Forward Board of Directors, added: “Julie has made important contributions to the Forward from her first days with us and our franchise will accelerate its growth significantly under her editorial leadership. She has a deep and authentic devotion to Jewish communal life which she braids brilliantly with her excellence in journalism and her advanced command of media distribution strategy. I am confident that her leadership will ensure the Forward remains the premier, trusted media source for American Jews.”
Moos said, “I’m honored to lead this incredible team at a moment of dramatic change in the Jewish world and in the media. For over a century, the Forward has been a trusted guide and voice of Jewish life in America. Today, that requires deep, principled reporting, groundbreaking storytelling and ongoing innovation — from dynamic newsletters to video and live events — to ensure our work invites conversation and connection everywhere people watch, listen, read, talk and meet.”
Moos is a nationally recognized editor and media leader who has served in senior roles at McClatchy Media, the National Press Club Journalism Institute and The Poynter Institute. She edited the New York Times bestseller President Obama Election 2008: A Collection of Newspaper Front Pages Selected by the Poynter Institute.
She lives in Alexandria, VA. She is a graduate of Barnard College and earned a nonprofit management certificate from Georgetown University, where she taught digital journalism at the graduate level. She serves as an ambassador for Central Synagogue’s online community, The Neighborhood, and co-hosts the DC-area chapter. Julie has served for decades as a synagogue board member, staff member and active congregant in North Carolina, Florida and Chicago.
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Republican Mike Rogers is the Senate candidate Democrats need to save their party
Many progressive Michiganders – especially in the Jewish community – will hold their nose and vote for Democratic Senatorial candidate Abdul El-Sayed despite his association, friendship and political partnership with antisemitic streamer Hasan Piker.
Many will hold their nose because El-Sayed has called Israel a “rogue” state, refusing to recognize the Jewish State of Israel as legitimate.
They will hold their nose and vote for El-Sayed because they are more scared of the Republicans’ hold on the Senate than a tainted Democrat.
However, as a social progressive who almost always votes Democrat, I want to push back against this logic and urge my fellow Michigan Democrats and progressives to vote for Republican candidate Mike Rogers for the sake of progressive, democratic values.
For me, the disdain that El-Sayed has shown for the Jewish community, especially in his continuing refusal to disavow his relationship with Piker, puts him in the same category as candidates who are openly racist and homophobic. Even the most loyal progressive would reject a racist, even if that meant risking a Republican Senate.
To show the Democrats that such candidates should never be nominated, we must show them that such candidates can never win. Such a candidate winning would be a disaster for the most fundamental requirements we have for any candidate of any party.
Instead, those who really want to focus on turning the Senate Democratic should slip across Michigan’s border to Ohio to knock on doors for Sherrod Brown or donate to help James Talarico in Texas. Those efforts would be a real show of Democratic and progressive solidarity – much more than a vote for El-Sayed.
Donald Trump and the Republican party would like nothing more than to see Abdul El-Sayed in the Senate – an easy target to paint all progressives, liberals and loyal Democrats with the brush of anti-Zionism and antisemitism.
The anti-Israel and antisemitic words of El-Sayed and other extremists in the party are a poison that has the potential to severely damage the party long term and make it unviable both for Jews and all those with traditional liberal values. Only a decisive win for Rogers will send a clear message to the Democrats that a return to a stance that is both pro-Israel and pro Palestinian, respecting the Jewish community, is the only way for a strong party to stand up to the Republicans in national elections to defend our progressive values.
This election is not just about the safety and future of Jews in the Democratic party. It is also about returning America to a place where we do not tolerate the harassment of people with whom we politically disagree. The harassment and intimidation of any candidate considered pro-Israel at the Michigan Democratic convention in April traumatized many Jewish participants. Michigan’s Jewish Attorney General Dana Nessel skipped the convention on Saturday out of fear for her safety.
Meanwhile, El-Sayed has said nothing to apologize for his supporters who carried out this gross infraction of the democratic process. Imagine what the National Democratic Convention will look like in less than two years if this model of behavior is not denounced now. Jews with traditional pro-Israel values will see they have no place in the Democratic party.The only way to stop this behavior is to show that it leads to Democrats losing elections.
In recent days, El-Sayed reportedly apologized for remarks he made in March after a truck loaded with explosives rammed into Temple Israel in suburban Detroit with a driver intent on shooting whomever he didn’t blow up. There were more than 100 children inside.
Jews were shocked when El-Sayed seemed to justify the near murder with the words “hurt people hurt people.” His recent non-apology apology if anyone was hurt by his words made it worse.
He doubled down on recognizing the “context” for the attempted massacre: Israel’s actions in Lebanon fighting Hezbollah – the terror group in which the Michigan terrorist’s brother was a member when he died.
In other words, according to El-Sayed, if children are blown up in Michigan, you can blame Israel.
Moreover, he continues to blame Israel for Michigan not having enough funds for its public schools and other needs, a classic antisemitic deflection. His antisemitic blood libel continued after his primary victory when he accused Israel – not just its government – of being “bloodthirsty” – in its defensive war against Hamas.
El-Sayed’s friend and campaign partner Hasan Piker has shared the same sentiment ,warning pro-Israel American Jews that if they continue to defend Israel, they will be targeted because of that stance.
I urge my fellow progressives to examine Piker’s comments insulting Poles and Poland, blaming the West for Russia’s invasion of Ukraine and his disdain for Black chatterers on his show – with the vilest of expressions. How can they vote for a candidate who befriends such a man and repeatedly invites him to campaign events?
Yes, Mike Rogers is an old-fashioned conservative who has had to cede some ground to Donald Trump’s conspiratorial views of the 2020 election. But I would argue that worse for our democracy is to normalize the cesspool of disgusting swearing and demonization that Piker champions.
Progressive Democrats must never give up the fight for our causes. However, in the long run, we must right the sinking ship of the Democratic party, a party which is our only hope for winning the war for our progressive values. The path to making this necessary correction is turning our energies to making sure that Mike Rogers defeats Abdul El-Sayed. That is why Rogers, a Republican, has my vote and my voice.
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