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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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All 25 Jewish Lawmakers in US House Sign Statement on ‘Grotesque’ Antisemitic Bondi Beach Shooting
Rabbi Levi Wolff lights a menorah at Bondi Pavilion to honor the victims of a shooting during a Jewish holiday celebration at Bondi Beach, in Sydney, Australia, Dec. 15, 2025. Photo: REUTERS/Hollie Adams
Every Jewish member of the US House of Representatives on Monday signed a bipartisan statement condemning the prior day’s antisemitic mass shooting at Bondi Beach in Sydney, Australia, decrying the “grotesque” act of mass murder.
“On a night meant for celebration, Jewish families in Australia, gathering in joy and peace on the first night of Hanukkah, were grotesquely targeted with hate and murderous intent. Sadly, this attack does not come as a surprise to the Jewish community of Sydney who have been raising a clarion call for local and national authorities to take concrete steps against a rising tide of antisemitism,” read the statement co-signed by the 25 lawmakers.
“We stand in solidarity with the Australian Jewish community and together extend our condolences to the family and friends of the people murdered and are praying for the complete recovery of the dozens wounded, and the entire Jewish community feeling besieged,” the statement continued.
The signatories of the letter were members of both main political parties: Reps. Brad Sherman (D-CA), Becca Balint (D-VT), Jake Auchincloss (D-MA), Suzanne Bonamici (D-OR), Steve Cohen (D-TN), Randy Fine (R-FL), Lois Frankel (D-FL), Laura Friedman (D-CA), Craig Goldman (R-TX), Daniel Goldman (D-NY), Josh Gottheimer (D-NJ), Sara Jacobs (D-CA), David Kustoff (R-TN), Greg Landsman (D-OH), Mike Levin (D-CA), Seth Magaziner (D-RI), Max Miller (R-OH), Jared Moskowitz (D-FL), Jerrold Nadler (D-NY), Jamie Raskin (D-MD), Jan Schakowsky (D-IL), Brad Schneider (D-IL), Kim Schrier (D-WA), Eugene Vindman (D-VA), and Debbie Wasserman Schultz (D-FL).
The attack, which is suspected to have been carried out by a Muslim father-and-son duo from Pakistan, targeted Jewish families which gathered to mark the first night of Hanukkah. The murder spree left 15 people dead, including a 10-year-old child, and more than 40 others wounded. Australian authorities described the incident as a hate-driven assault aimed squarely at the Jewish community, as Jewish institutions across the US and the world were placed on heightened alert.
Monday’s statement, a rare show of bipartisan unity, was led by senior lawmakers including Sherman, along with Democrats and Republicans who stressed that defending Jewish life is not a partisan issue. The statement called on political leaders worldwide to take concrete action to protect Jewish communities and to reject efforts to excuse or normalize antisemitic rhetoric under any guise.
“Antisemitism is a cancer that eats at the core of society, whether in Australia, the United States, or anywhere it is allowed to take root and grow. We join leaders around the globe in condemning this evil act and in calling for justice, peace, and unwavering support for those affected. We also call on all leaders to do better standing up to antisemitism, bigotry, and hate. We must also do better in our work for a world where everyone can celebrate their faith and traditions free from discrimination and fear,” the statement read.
“Jews around the world will continue to gather this week to celebrate Hanukkah and its story of religious freedom and defiant optimism,” the statement continued. “As we light the menorah each night and remember the miracle of the festival of lights, let us proclaim that light is stronger than darkness, right is stronger than might, and justice is stronger than tyranny. Wishing all Jewish communities and the world around us strength and peace.”
Israeli Prime Minister Benjamin Netanyahu condemned the attack as an act of antisemitic terrorism and reiterated that assaults on Jews abroad are inseparable from the broader campaign of hatred against the Jewish people and the Jewish state. Netanyahu also chided Australian leadership, pointing to a letter he sent the government which warned that their recognition of a non-existent Palestinian state could encourage more violence.
Australia Prime Minister Anthony Albanese defended his government’s decision to recognize “Palestine,” saying, “overwhelmingly, most of the world recognizes a two-state solution as being the way forward in the Middle East.”
Critics have argued that a two-state solution should be reached through negotiations between Israelis and Palestinians rather than preemptive unilateral declarations by other capitals.
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Dutch Police Arrest 22 After Anti-Israel Protests, Vandalism at Amsterdam Venue During IDF Cantor Performance
Anti-Israel protesters clash with police outside Amsterdam’s Concertgebouw, breaking through barricades and setting off smoke bombs during a demonstration against a performance by the IDF’s chief cantor. Photo: Screenshot
Dutch police arrested 22 people on Sunday after anti-Israel protests outside an Amsterdam concert hall erupted into violent clashes during a performance by the Israel Defense Forces’ official cantor.
Around 200 demonstrators gathered outside Amsterdam’s famed Concertgebouw to protest a performance by Shai Abramson, the IDF’s chief cantor, who has previously performed at several Israeli military ceremonies.
Even though Abramson was originally scheduled to lead the Concertgebouw’s annual public Hanukkah concert, the venue canceled his appearance last month following backlash over his ties to the Israeli military.
After the announcement sparked international outrage, the Concertgebouw offered Abramson the chance to perform at two private concerts later that evening while skipping the main Sunday afternoon concert.
Widely circulated on social media, footage showed anti-Israel protesters chanting antisemitic slogans, breaking through barricades, and carrying signs with inverted red triangles — a symbol used in Hamas propaganda to mark targets.
“October 7, 2023: The day indigenous people rose up against their occupier,” one of the signs read, referring to the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
Paar demonstranten gooiden een hek om. Paar agenten van de arrestatie-eenheid hebben ze met hulp van de ME uit de groep gehaald. Dat ging er hardhandig aan toe pic.twitter.com/dxtxPg1jsQ
— Jesper Roele (@JesperRoele) December 14, 2025
As riot police worked to contain the crowd and maintain public order, protesters set off smoke bombs, leaving one officer with minor injuries, Dutch News reported.
Local law enforcement arrested 22 people for offenses including violating assembly rules, possessing fireworks, and resisting arrest.
Het was een orgie van Jodenhaat, vandaag op het Museumplein en vlak voor de ingang van het #Concertgebouw, waar Holocaustoverlevenden werden uitgescholden voor nazi’s. Met instemming van een tokkie in toga.
Dit is racisme, dit zijn de nieuwe nazi’s, dit is het pure Kwaad. pic.twitter.com/Ho8DC9dQ4y— Bart Schut (@bpschut) December 14, 2025
On Monday, the anti-Israel group Pal Action NL claimed responsibility for vandalism at the concert hall, sharing photos on its Instagram account showing red paint splattered across the walls.
“Last night, after Het Concertgebouw allowed IOF war criminal and official cantor of the Zionist settler colony, Shai Abramson, to perform, some activists decided to pay a little visit,” the group wrote in its post.
“Het Concertgebouw now has Palestinian blood on their hands, and it will take a LONG time to wash away …” the statement read. “A warning to all other venues and institutions in the country considering platforming Zionists, don’t. Or we will be visiting.”
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Antisemitism Threatens US National Security, Analysts Warn
From left to right: Hudson Institute senior fellow Michael Scott Doran, Hudson Ravenel B. Curry III Distinguished Fellow in Strategy and Statesmanship Walter Russell Mead, and Hudson trustees chair Sarah Stern. Photo: Screenshot.
Geopolitical competition, the rise of artificial intelligence, and declining faith in the capitalist economic model and liberal democracy are contributing to the resurgence of antisemitism taking place across the Western world, some of the leading foreign policy experts in the US said on Friday during a conference held by the Hudson Institute in Washington, DC.
Titled, “Antisemitism as a National Security Threat,” the eight-hour event examined antisemitism as a challenge to the execution of a sound American foreign policy and a tactical advantage to “revisionist powers” such as China and Russia which aim to overturn the international order and supplant the US as the world’s leading superpower. Moreover, they stressed that the vanguard of the “new” antisemitism – Candace Owens, Tucker Carlson, and Nick Fuentes – are not new characters on the world stage but rather the latest iteration of a social type which has always emerged in periods of disruptive change to convert public uncertainty about the future into domestic upheaval.
One area that antisemites have identified as a stronghold is the rising field of artificial intelligence, Jude Rosenblatt, founder of an AI consulting firm, told attendees while appearing via webcam.
“The AI, unfortunately is quite antisemitic itself. We’ve done a lot of research about this. I can explain it in greater detail if you want, but it turns out that AI is very antisemitic and then when it undergoes safety training, it actually becomes more antisemitic. And it is very concerning that underneath the hood, AI is deeply antisemitic,” Rosenblatt explained. “But if it remains deeply antisemitic underneath the hood, then it’s going to, as it becomes more deeply incorporated into everything, people are going to increasingly lose agency to something which is antisemitic and is going to undermine all of our interests.”
The Algemeiner has reported extensively in recent weeks on how neo-Nazis, jihadi terrorists, and others have weaponized AI both to target the Jewish people and, more broadly, expand their propaganda, recruitment, and operations.
The conference also touched on the rise of the so-called “new right.” From the advent of the Cold War until the election of Donald Trump, the American right or “conservative movement” was associated with a “strong” and “active” American foreign policy consensus rooted in a pragmatic assessment of the national interest even as it often embraced a missionary project of spreading liberal democracy and capitalism around the world.
Recently, however, right-wing social media pundits such as Tucker Carlson and Nick Fuentes have argued for America’s retreating from the world stage by citing, implicitly and explicitly, antisemitic conspiracies which claim that Jews incite wars and social upheaval for profit and the pursuit of power. In doing so, they have uttered torrid encomiums to the leaders and governments of China, Russia, Venezuela, and Iran.
The lies and historical revisionism the new right promotes is poisoning public debate and creating a climate in which American leaders are incentivized to make poor strategic decisions for the sake of achieving short term political goals, according to experts.
“It started off with anti-Ukraine in the populist world,” Hudson Institute senior fellow and director of the Keystone Defense Initiative, Rebecca Heinrichs, said, speaking during a panel titled “The Grand Chessboard.”
“It’s antisemitism for the purpose of undermining Americans’ confidence in ourselves and in our post World War II role in the world. That is very dangerous because we can’t come to consensus on anything else we need from a grand strategy perspective if American scapegoat our problems to the Jews and if they believe that Israel is no longer an ally but it never was, and in fact that we were on the wrong side of World War II, which is now the narrative being pushed,” she continued.
The conference ended with a keynote address delivered by renowned scholar and foreign policy analyst Walter Russell Mead. An alumnus of Yale University, Mead’s most recent work includes his critically acclaimed examination of the US-Israel relationship titled, The Arc of the Covenant: The United States, Israel, and the Fate of the Jewish People.
Mead discussed antisemitism across the ages as one consequence of utopian social engineering and its perennial quest to construct societies unalloyed by outsiders and nonbelievers.
“When you want to have a comprehensive political order that embodies all good things and lays out rules for how everyone should behave and think and so on, you sooner or later run up against those stubborn Jews who will not bend to the need of Baal, who will not sacrifice to the emperor or whatever the element of the coercive element of your utopia is,” Mead said. “Today in the Islamist Middle East, we see the same thing, a utopia. If everyone would just accept Islam and live in the light of these eternal truths, everything would be fine. There would be justice, there would be prosperity, there would be freedom. But there are Jews.”
He continued, “The European union’s vision of a world of peace in international order keeps getting disturbed by that traumatizing presence of a Jewish state that follows the logic of its own survival rather than the idealistic hopes and dreams that we see in Brussels.”
Mead concluded by arguing that the American tradition offers not only a guide for building a society which, while being imperfect, is inclusive to all but also an antidote to antisemitism.
“Other people reject the American idea of a free society in favor of some kind of a blood and soil nationalism. Again, you’re just not going to get there because it’s kind of obvious that we’re sort of diverse. We’ve got a bunch of people from whose blood and whose soil is it going to be there?” he said.
Follow Dion J. Pierre @DionJPierre.