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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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Top PLO, Fatah Officials: Hamas Should Join Us, No Need to Disarm
Hamas police officers stand guard, amid a ceasefire between Israel and Hamas, in Gaza City, Oct. 11, 2025. Photo: REUTERS/Stringer
The Palestinian Authority (PA) appears eager to hijack the Board of Peace’s UN Security Council-approved administration of Gaza and unite with Hamas to control the Strip themselves, according to comments made by a top PLO official in a new interview documented by Palestinian Media Watch.
According to Egyptian reports, PLO Executive Committee Secretary Azzam Al-Ahmad has been in Cairo meeting with Hamas and Palestinian Islamic Jihad:
Two informed Palestinian sources said Azzam Al-Ahmad, the secretary-general of the PLO Executive Committee, held talks in Cairo with faction leaders including Hamas and Islamic Jihad about the two movements joining the PLO.
[Manassa.news (Egypt), Feb. 22, 2026]
Officials from the governing PA and its parent political body the Palestine Liberation Organization have been making repeated overtures to Hamas to join the PLO.
In November 2025, Fatah Central Committee Secretary Jibril Rajoub called on Egyptian help to “bridge the gaps” between Fatah and Hamas so they can unite against Israel.
The previous month, PA Chairman Mahmoud Abbas’ Advisor Mahmoud Al-Habbash declared “our hands are extended, and our hearts are open to rapprochement with Hamas.”
The implicit hope behind the unity push is that move might satisfy international demands for Hamas to relinquish control of Gaza. Back in October, Al-Habbash said that Hamas needed to disarm, but clearly the PA position has since softened. As a sweetener for Hamas to agree to join the PLO, the PLO says it is now ready to appease the terror group by allowing it to keep its weapons and remain an armed force on the ground.
The PA and PLO are aware that to legitimize absorbing Hamas into the PLO, Hamas – the perpetrators of the largest massacre of Jews since the Holocaust – must also be laundered of the stigma of being defined as a terror organization.
During al-Ahmad’s visit, he was interviewed by an Egyptian newspaper, tacitly confirming his mission:
They [US President Donald Trump and the Board of Peace] do not want Hamas to play any role in the Gaza Strip, and we reject this completely, because Hamas is part of the Palestinian national activity. It is true that it has not yet joined the PLO, but we are in a constant national dialogue with them to complete what is required for their entry into the PLO. Therefore, all talk about disarming Hamas and it being a terror organization is unacceptable to us, because Hamas is not a terror organization. [emphasis added]
[Shorouk News (Egyptian paper), Feb. 23, 2026]
The immediate follow-up question in the interview was seen as so important by Al-Ahmad that he made it into a post for his Facebook page:
Shorouk News’ Mohammed Khayal: “You mean clearly that you in the PLO do not view Hamas as a terror organization?”
Azzam Al-Ahmad: “We have never viewed it as a terror organization, and we always oppose when a decision is made by any international institution or any government classifying them as a terror organization, because they are part of the Palestinian national fabric.”
[Azzam Al-Ahmed’s Facebook page, Feb. 23, 2026]
Lest anyone thought that Al-Ahmad had misspoken, his strong statement was soon backed by Rajoub:
“Fatah Central Committee [Secretary and] member Jibril Rajoub emphasized that [PLO Executive Committee member] Azzam Al-Ahmad did not err in defending the weapons of the Hamas Movement and stating that it is part of the Palestinian national fabric.”
[Shahed, independent Palestinian news website, Feb. 24, 2026]
Meanwhile, without referencing Al-Ahmad directly, Fatah Movement Central Committee member Abbas Zaki doubled down on the renewed push for unity with the Islamist terror groups.
“Fatah Movement Central Committee member Abbas Zaki emphasized that national dialogue among Palestinian factions, foremost among them Hamas and Islamic Jihad, constitutes a ‘necessary path and an urgent national need… The real enemy of this unity is the Israeli occupation, and those who stand behind it politically and militarily, foremost among them the US, which is working to rearrange the region in a way that will serve Israel’s sovereignty at the expense of the Arab and Islamic rights.’”
[Sanad News, independent Palestinian news agency, Feb. 26, 2026]
Statements like these are nothing new for PA or PLO officials, who have been making overtures to Hamas for years. Yet the timing and stridency of this particular effort is everything, as it seeks to directly undermine the Trump-brokered ceasefire agreement and Gaza reconstruction plan based on the establishment of a technocratic government.
A technocratic government, to be known as the National Committee for the Administration of Gaza (NCAG), was chosen as the most effective way to begin to restore services to Gazans, and that makes sense. It provides the administrative structure to deliver essential services while at the same time depriving oxygen to any resumption of warfare against Israel from the territory – at least the parts of Gaza that Hamas no longer controls.
While the PA has decided to go along with the plan, a recent letter from PA Vice Chairman Hussein Al-Sheikh welcoming a PA liaison office with the NCAG stressed the PA’s expectation that this was all just a “transitional” prelude to PA control.
“These constitute practical transitional steps that contribute to alleviating the suffering of our people and providing administrative and security services, without creating administrative, legal, or security duality among our people in Gaza and the West Bank, and while reinforcing the principle of one system, one law, and one legitimate authority over arms.”
[WAFA, official PA news agency, English edition, Feb. 21, 2026]
In the PA’s mindset, whatever moves can hasten the end of this transition, the better, as the notion of suspending conflict with Israel in any Palestinian-populated area even temporarily is anathema to the PLO and Hamas alike.
As evidenced by Al-Ahmad’s latest remarks and others, the PA and PLO have no problem whatsoever with Hamas’ zeal for terrorism – but only appear to differ with the Islamist terror group on who gets to decide when and how it is used.
The author is a contributor to Palestinian Media Watch, where a version of this article first appeared.
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Israel Did Not Drag the US Into War
US President Donald Trump speaks with White House Chief of Staff Susie Wiles and Secretary of State Marco Rubio during military operations in Iran, at Trump’s Mar-a-Lago resort in Palm Beach, Florida, US. February 28, 2026. The White House/Social Media/Handout via REUTERS
“If anything, I might have forced Israel’s hand,” President Donald Trump exclaimed to a journalist on March 3. He was answering a question posed by ABC News Senior Political Correspondent Rachel Scott, who had just asked the Commander in Chief whether Israel had “pulled the United States into war.”
“Based on the way the negotiation [with Iran] was going, I think they were going to attack first,” Trump replied. “And I didn’t want that to happen.”
The President is completely right.
After a sound bite from Secretary of State Marco Rubio went viral, many on the isolationist right and the pro-Palestinian, “anti-war” left claimed that Israel, a country the size of New Jersey, had dragged the world’s most powerful military into a regional conflict.
“We knew there was going to be an Israeli action, we knew that that would precipitate an attack against American forces, and we knew that if we didn’t preemptively go after them before they launched those attacks, we would suffer higher casualties,” Rubio stated on March 2.
“So he’s flat out telling us that we’re in a war with Iran because Israel forced our hand,” responded popular conservative pundit Matt Walsh in a post on X.
But, as often occurs in cyberspace, Rubio’s comments were taken wildly out of context.
During the same press conference, Rubio was asked a similar question again: “Was the US forced to strike because of an impending Israeli action?” Rubio set the record straight unequivocally.
“No … No matter what, ultimately, this operation needed to happen … This had to happen no matter what.”
The Secretary of State is correct. His answer about Israel triggering the operation implied that it was only a matter of when, not if, the mission would be undertaken by the US.
American military power had been amassing in the Middle East for months, and some reports said that planning for the combined strikes began as far back as December. Other reports suggested that the operation was intended to begin a week earlier, but the conditions weren’t right.
Intelligence provided to Israel by the Central Intelligence Agency, combined with actionable intelligence gathered for years by Israel’s Mossad, suggested that February 28, at around 10 am Tehran time, was the optimal starting line for the mission. Why? Because former Supreme Leader Ayatollah Ali Khamenei was due to meet with nearly 50 of his closest advisors and other senior leaders, above ground. According to The Wall Street Journal, those were the circumstances that nailed down a start date for the ongoing conflict.
That’s why commentators across the aisle got Rubio’s statement so very wrong. In fact, Israel has shown in the past that it would comply willingly should its friends in Washington wish for IDF military action not to go forward.
On June 24, 2025, the Israeli Air Force cancelled planned strikes on Iran after Trump announced that he had told Netanyahu to bring the pilots home and that a ceasefire was in place. The strikes were planned in retaliation for a vicious attack on a Beer Sheva residential building that killed several civilians. Even then, Israel respected the wishes of the United States.
The ongoing conflict in Iran is a combined effort between what US Central Command (CENTCOM) Commander Brad Cooper called, “the two most powerful air forces in the world, the US and Israel,” comments later echoed by Secretary of War Pete Hegseth. It began with full coordination and will end the same way.
As Hegseth said, “only the United States of America military could lead this — only us. But when you add in the Israeli Defense Forces — a devastatingly capable force — the combination is sheer destruction for our radical Islamist Iranian adversaries.”
Aaron Goren is a research analyst and editor at the Foundation for Defense of Democracies (FDD).
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Shock and Resolve: Responsibility from Afar in Times of War
Emergency personnel work at the site of an Iranian strike, after Iran launched missile barrages following attacks by the US and Israel on Saturday, in Beit Shemesh, Israel, March 1, 2026. Photo: REUTERS/Ammar Awad
When my flight to Tel Aviv was canceled in Warsaw, the war had not yet officially begun. Airlines, however, often sense what governments have not yet declared. Within hours, Israel’s airspace closed. Soon after that, the Iranian missile barrage began.
I was en route to join 22 prominent social media voices from the United States and Europe at the Tel Aviv Institute, where I serve as president. We had convened them for four days of intensive work combating antisemitism — a phenomenon that does not subside during war, but metastasizes. Instead, I found myself watching from afar as our participants sheltered in place.
This is not about my disrupted travel plans. It is about what courage looks like when missiles are falling and what responsibility looks like when you are not physically present to hear the sirens.
Among those social media advocates on the ground was Hen Mazzig. His voice has reached millions with moral clarity and unapologetic conviction. When the missiles began, he did not retreat into silence. He did what he has always done: he spoke.
We were able to evacuate a small group of participants by chartered boat after 26 hours at sea. Among them were Karoline Preisler, a non-Jewish German politician and influencer, and Bernice Cohen, a dermatologist whose platform reaches well beyond the Jewish and Israeli ecosystem. Others remain in Israel, including Boston chef Ruhama Shitrit, who, between sleepless nights and repeated dashes to bomb shelters, continues to imagine new ways to present Jewish and Israeli life as vibrant, humane, and dignified — even under fire.
These are not soldiers. They are civilians — influencers, professionals, parents — demonstrating moral steadiness under extraordinary pressure.
If anything is deeply embedded in Jewish consciousness, it is guilt. Even as I insist this is not about me, I would be dishonest not to admit that guilt arrives in waves. I am the kind of person who shows up. I have spent nights in bomb shelters before; I have volunteered in past crises. When a nation you love is under attack, distance can feel like dereliction.
No rational explanation fully quiets that voice.
My flight was canceled. I would have added strain. My team is capable. Strategically, I may be more useful abroad.
The arguments are sound. The emotions persist.
But war clarifies something uncomfortable: showing up is not synonymous with boarding a plane. In modern conflict, the battlefield is not confined to geography. It is informational, diplomatic, and psychological. While missiles fall on Israeli cities, narratives are created abroad. While Israeli families race to shelters, antisemitic incidents spike in Diaspora communities. While soldiers defend borders, others must defend legitimacy.
That work does not happen automatically. It requires voices willing to withstand backlash. It requires influencers who refuse to equivocate when moral clarity is demanded. It requires institutions that remain operational rather than reactive. It requires people positioned outside the blast radius who understand that proximity to danger is not the only measure of courage.
The harder truth is this: guilt often signals an identity conflict. “I am the one who goes.” But leadership sometimes demands a different posture: remaining where you are most effective, even when every instinct pulls you toward physical solidarity.
The participants of our Institute — Hen and those sheltering in place — embody one form of courage: presence under fire. Those of us abroad are called to embody another: disciplined advocacy, amplification without distortion, and solidarity without self-centeredness.
Shock is inevitable in moments like these. But awe should not be reserved for weaponry or even endurance alone. It should be reserved for the character revealed under pressure—in Israeli civilians who continue building and speaking between sirens; in Iranian civilians whose longing for dignity and safety mirrors our own; and in diaspora communities that refuse to retreat when hostility surges.
Shock may be unavoidable. Passivity is not. If we cannot all stand beneath the same sky, we can at least stand within the same resolve.
That is what responsibility from afar demands.
Dr. Ron Katz is President of the Tel Aviv Institute and leads international efforts to combat antisemitism. He received his PhD from the University of California, Berkeley.