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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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Americans helped free Soviet Jewry and the hostages too. It’s time to step up and stop West Bank terror.
For decades, American Jewry has placed the value of tikkun olam at its core. That commitment motivated mass momentum for social justice in many forms, from B’nei Mitzvah projects to Mitzvah Day and long-term campaigns for justice. American Jews have come together again and again to fight for causes beyond politics or religion — and often, you have won.
From calls to congresspeople, to weekly protests and demonstrations, you are a community that knows how to make things happen, how to propel an issue to the top of the agenda. This skillset — and this passion for combating injustice — is needed again now.
The issue of Jewish terrorism in the West Bank must become a top concern for American Jews, and it must fuel collective action. This weekend, we saw it again: four Palestinians and two Israelis killed in deadly clashes. Palestinian homes burned. Mosques torched and vandalized. More raids of Palestinian villages by the IDF, triggered by extremist Jewish settlers’ push to dispossess, claim land, and annex territory.
We see it almost daily — arson, shootings, theft, even murder perpetrated by Jews in the West Bank. In 2025, NGOs active on the ground recorded some 900 incidents of violence, a dramatic increase from previous years. Settlements once evacuated under the disengagement plan are being resettled. Recent legislation supports these efforts with new roads paved for settlers and new army bases to secure settlements. Too often, Israeli soldiers passively or even actively aid settlers in their attacks on Palestinians.
Once, pressure from the U.S. and from Europe was enough to rein in such aggression. No longer.
We can no longer look away while violence, dispossession and even murder happen in the name of the Jewish people. We can no longer stay silent while Palestinian civilians are caught in the crossfire, unable to reach urgent medical care and emergency services. American Jews have the connections, the commitment and the capacity to implement a campaign to end the violence once and for all. The time to act is now.
I know how powerful these campaigns are first hand. In many ways, I am among their beneficiaries. My parents immigrated to Israel from the former Soviet Union after decades of tireless campaigning by American Jews to allow my family to experience freedom. What started as a small project in the 1950s became a full-fledged movement to end the oppression of Soviet Jews. The result was liberation: the freedom to emigrate to a place where we could live freely as Jews. Next year we will celebrate the 40th anniversary of the historic rally that brought almost a quarter of a million people to the National Mall in Washington, D.C., to demand that then-President Ronald Reagan push Soviet leader Mikhail Gorbachev to free Soviet Jews.
Over the last three years, we Israelis once again witnessed the power of American Jews when you unite behind an issue. That same pressure, that same power, was instrumental in the push for the ceasefire between Israel and Hamas that brought the final hostages home. Weekly vigils, protests, and solidarity events across the U.S. insisted that President Donald Trump, and President Joe Biden beforehand, put the release of the hostages at the top of the political agenda.
This next campaign of the American Jewish community must demand an end to Jewish terror in the West Bank. What was once seen as aberrant behavior, the actions of a few bad apples, is hardening into Israeli government policy. Myriad reports, articles and data points show how out of control settler violence has become. Too often, the IDF fails to stop and even assists in the brutality. Legislation passed by the far-right government further cements these land grabs and paves the way for full on annexation of the West Bank.
The American Jewish community has not only the ability but the responsibility to make it stop.
While some American Jews are turning away from Israel, we must call on them, on us all, to do the opposite. We must turn toward Israel, to face down violent settlers in the West Bank and support the Israeli activists and leaders who are fighting for safety and dignity for all.
Many of us are pained to see young adult Jews, in particular, distancing themselves or actively opposing Israel. In the face of settler terror, the devastation in Gaza and the ongoing occupation, they don’t see the values they were taught as core to Jewish identity. We have a choice to make and invite our young people to make it with us: embrace values of human decency, freedom, and justice and advance them in Israel.
Campaigning for a better world, for action, for change, runs through our DNA. It is part of our soul. At this time, as an Israeli, as a two-time beneficiary of these efforts, I am asking you once again for your partnership. Just as American Jews fought for my family’s freedom, and just as you fought to bring our hostages home, I ask you to fight for this, too. We need you to help make this violence and bloodshed stop. You have never stood on the sidelines before. This is your time.
The post Americans helped free Soviet Jewry and the hostages too. It’s time to step up and stop West Bank terror. appeared first on The Forward.
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Netanyahu compares New York with ‘the 1930s’ after Mamdani calls for his arrest
(JTA) — Israeli Prime Minister Benjamin Netanyahu compared New York City Mayor Zohran Mamdani’s leadership with “the 1930s,” escalating a showdown between the two leaders as Netanyahu plans to visit the city in the coming weeks.
The Israeli leader made an evocative reference to the period when the Nazis took over Germany in a Fox News interview on Tuesday, adding that he is “definitely going” to New York for the U.N. General Assembly in September. The planned trip prompted Mamdani, a staunch pro-Palestinian advocate, to explore executing an international arrest warrant against Netanyahu.
Mamdani said last week that his Law Department did not find the city could legally make the arrest, but he challenged the U.S. government to do so, calling Netanyahu “the architect of a horrific genocide against the Palestinian people.” President Donald Trump has rejected the idea of an arrest. The United States is not a party to the International Criminal Court, which has accused Netanyahu of war crimes and crimes against humanity in Gaza, and its warrants have no legal power in the U.S.
Netanyahu responded to Mamdani in an interview with Fox News commentator Sean Hannity, a close Trump ally, while visiting Washington, D.C. this week. He called the mayor a “hate-spewing elected official who’s pitting one group of New Yorkers against the other.”
“He’s turning them against New York Jews. I mean, what are we, in the 1930s?,” said Netanyahu.
Since calling for Netanyahu’s arrest, Mamdani has said repeatedly that he does not single out Jews or Israel for punishment.
“My interest in executing that warrant is not specific to Benjamin Netanyahu, but to anyone who they put a warrant towards for war crimes and crimes against humanity,” Mamdani said to reporters last week, adding that he also described Hamas’ Oct. 7 attacks on Israel as a “horrific war crime.”
In a separate press conference on Monday, Mamdani said his characterizations of Netanyahu as a war criminal “were not even frankly personal assessments, they were objective facts.”
Mamdani’s views are increasingly popular in the United States, with a new survey from The Economist/YouGov showing that nearly half of Americans believe the country should arrest Netanyahu. 49% of respondents said the U.S. should enforce the ICC warrant, while 27% said “no” and 23% were unsure.
Former Mayor Bill de Blasio also backed Mamdani’s statements. “I think he drew attention to the fact that Netanyahu is literally a war criminal,” de Blasio said in a Fox News interview on Monday. “This guy’s policies led to the deaths of tens of thousands of Palestinian children, and that defines a war crime to me and to so many people around the world.”
Major Jewish groups have fiercely criticized Mamdani’s arrest ambitions. The UJA-Federation of New York accused him of “distortions and disinformation.”
“At a time of rising antisemitism, repeatedly singling out and vilifying the world’s only Jewish state for perceived political benefit is repugnant, puts Jews at greater risk — and leaves many Jewish New Yorkers feeling targeted and unwelcome in the city we call home,” the federation said in a statement.
On Tuesday, Netanyahu slipped into the White House through a side door for a meeting with Trump that did not include public face time. Pundits theorized that the low-profile affair reflected how unpopular Netanyahu has grown in the United States amid the Iran and Gaza wars, making it politically risky for Trump to be seen with him, as the president’s approval also sinks to a new low.
This article originally appeared on JTA.org.
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London’s Hackney council gives initial nod to ending 58-year twinning with Haifa after emotional debate
(JTA) — LONDON – It was one kippah vs. a sea of keffiyehs, as Hackney Council gave initial approval on Tuesday night to begin the process of ending its nearly six-decade twinning relationship with the northern Israeli city of Haifa.
The motion, brought by the Green Party-led administration, was voted on and approved after councilors argued passionately for almost 30 minutes over whether ending the relationship was a moral imperative in light of the war in Gaza or that it would undermine one of the borough’s longest-standing examples of coexistence and dialogue.
The final tally, which has yet to be made public,follows the Green Party’s sweeping victory in Hackney’s May 7 local elections, when it won control of the council for the first time, capturing 42 of the borough’s 57 seats. Labour, which had controlled Hackney for more than two decades, was reduced to nine seats, while the Conservatives held six.
Hackney is an inner London borough, home to one of Britain’s largest Jewish communities alongside a substantial Muslim population. According to the council’s own report, which cites estimates from the Interlink Foundation, Hackney’s Orthodox Jewish community numbers between 27,405 and 29,460, or between 11.7% and 12.5% of the borough’s population. According to the 2021 census, Hackney’s Jewish population is 6.7% while its Muslim population is 13.3%.
The passage of the vote does not mean that the council will immediately sever ties with Haifa, which it has been twinned with since 1968. Instead, the council voted to begin the formal process, including writing to the mayor of Haifa, conducting an equalities impact assessment, and establishing a cross-party working group before a final decision is brought before the full council.
Introducing the proposal, Green councilor Sam Mathys said the move fulfilled a central manifesto pledge made during the election campaign.
“For decades, we have witnessed human rights abuses committed by the State of Israel against the Palestinian people, which has escalated to a horrifying and unprecedented scale over the past years,” she said, adding, “We want civic partnerships that are about fostering peace, justice, and equality.”
The council report notes that Haifa was originally selected because of its “harmonious multicultural, multi-faith populations and good records in community relations.” Over the past three decades, the relationship has centered on links between Hackney’s Homerton University Hospital and Haifa’s Rambam Medical Center, rather than broader civic exchanges.
Conservative councilor and Orthodox Jew Simche Steinberger argued the proposal ignored both the history and practical benefits of the partnership.
“You’ve not spoken to any of the six Jewish councilors about it,” he said. Citing medical exchanges between the two hospitals, he added, “It’s probably the only twinning which actually does something because I remember a few years ago where the doctors from Haifa Hospital were here in Homerton teaching them what to do.”
He argued that councilors had been elected “for local issues, not for national issues,” and called the proposal “a disgrace,” before urging them to withdraw the motion.
Labour councilor Ben Lucas likewise opposed the proposal despite saying his party was “unequivocal in our abhorrence of the devastation and violence in Gaza caused by the Israeli government” and “we utterly condemn the Hamas terrorist attacks.”
“The Labour group in all good conscience cannot support this paper,” he said.
Lucas described the twinning agreement as having been forged in 1968 in a spirit of working-class solidarity, a partnership that was “multi-faith, multi-ethnic, and built most notably on the noble idea of medical cooperation.”
He added, “Haifa is not perfect, but for those who want peace, it represents a model of coexistence, a fighting chance for peace.” He also noted that the Israeli city was home to “socialists and greens, aghast at the conflict and fighting for lasting solutions.”
“You’re punishing a people for the actions of a government,” he said, calling the proposal “a performative gesture.” He added, “Let’s be bridge builders, not burners.”
Former deputy mayor Anntoinette Bramble, speaking for Labour, also argued that twinning existed to preserve relationships precisely when disagreements arose.
She said the medical exchange partnerships strengthened communities by bringing together professionals and residents of different faiths and backgrounds. “I’m perplexed by this proposal because it doesn’t seem to strengthen those communities,” she said. “What it seems to do is cause division.”
She also asked, “How can a transparent review that is non-partisan, already come with a decision before the review has begun? You need to be honest about what you’re doing here.”
Supporters argued that maintaining the relationship would conflict with Hackney’s stated commitment to human rights.
Green councilor Manal Massalha, who described herself as the granddaughter of Nakba survivors, spoke at length about conditions in Gaza and the West Bank before declaring, “Never again is never again for everyone.”
“Respect for international law and human rights born from the ashes of the Holocaust, together with the ICJ’s findings on Israel’s unlawful occupation requires us to reject dehumanization, military occupation, oppression, impunity, and racism,” she said.
Massalha rejected accusations that the proposal targeted Israelis or Jews. “De-twinning is not about opposing a people, a religion, or a culture. It’s about ensuring that our institutional relationships reflect those values.”
One of the proposal’s most vehement supporters was Green councilor Florence Schechter, who was raised in, but no longer practices Orthodox Judaism.
“It is my Jewish values that inform me. Hackney should no longer be twinned with Haifa,” she said, adding that fellow Green councilor Cathy Troupp, who is the daughter of a Holocaust survivor, shared her position.
Drawing on Jewish teachings, she argued, “When Gentiles open their newspapers or log into social media and they see the horrors that are being committed in Palestine, children maimed and murdered, prisoners mocked by soldiers, what will people think of all Jews?”
“It isn’t fair and it isn’t right that the actions of Israel should reflect on all Jewish people,” she added. “If the Jewish people of Britain want to fight rising antisemitism, the first thing they must do is condemn the genocide in Palestine.”
Closing the debate, Mathys stressed that the vote marked “a first step,” saying the cross-party working group would hear from interested parties before bringing recommendations back to the council in January 2027.
Following the decision, Board of Deputies President Phil Rosenberg posted on X, “Tonight, the Hackney Green Party showed its ignorance and bigotry.” He added, “This vote represents the prioritization of spite over sense.”
This article originally appeared on JTA.org.
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