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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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The post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.
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Why The 36 Award
Antisemitism is, unfortunately, a fact of life in the United States and around the world. Jewish people continue to experience harassment, discrimination, and violence. Antisemitic tropes and conspiracy theories exacerbate the problem.
Antisemitism does not exist in isolation; it both reflects and accelerates the erosion of democratic norms, institutions, and trust, emerging alongside other forms of hate and prejudice that collectively weaken the social fabric and the shared commitments on which all communities depend.
And while naming antisemitism and its impact is necessary, what truly matters is our shared responsibility to confront it.
This is a moment to push back collectively, within and beyond the Jewish community. No single organization, community, or ideology can meet this challenge alone. The pursuit of solutions requires acknowledging what we do not yet know, remaining open to learning, and committing to the collective effort.
Nathan Cummings Foundation (NCF) approaches this work as part of a broader justice journey and our commitment to Racial, Economic, and Environmental Justice (REEJ). As an institution rooted in the Jewish tradition of tikkun olam, repairing the world, our commitment to social justice and Jewish values has long guided our work across our focus areas, which includes being in partnership with leaders across REEJ.
We believe that our pursuit of justice is incomplete if it does not also address antisemitism. Antisemitism is oppression and is inseparable from broader struggles against bigotry, exclusion, and threats to democratic life. Addressing it strengthens movements, deepens solidarity, and reinforces the conditions necessary for collective progress.
Recognizing and engaging this challenge is essential to building a more just, inclusive, and democratic society and advancing our pursuit of REEJ.
With all of this in mind, NCF, in collaboration with the Jewish Social Justice Roundtable and supported by a growing coalition of partners across the country, created The 36 Award. The award takes its name from a powerful concept in Jewish tradition: the belief that in every generation there are 36 righteous individuals whose actions help sustain the world.
Across the country, there are people confronting antisemitism in ways that do not always attract headlines. They are building relationships across lines of race, faith, geography, and ideology. They are helping communities navigate difficult conversations. They are creating new models, narratives, and pathways toward understanding. In many cases, they are demonstrating that combating antisemitism and advancing broader justice are not competing goals but mutually reinforcing ones. The 36 Award is designed to find those individuals and elevate and support their work.
The challenges before us are significant. Yet history reminds us that lasting progress often begins with people willing to see possibilities others overlook. The search for those people is what The 36 Award truly represents.
We believe that new ideas matter and that solidarity can be built through courageous leadership, which often emerges where few are looking. We are excited to announce the inaugural winners of The 36 Award. Please visit 36award.us to learn about these inspiring individuals.
Sincerely,
Rey Ramsey, President & CEO
Amy Sorensen Ben-Dov, Chair, Board of Trustees
Nathan Cummings Foundation
The post Why The 36 Award appeared first on The Forward.
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The 36 Award Winner: Building a Public Health Response to Antisemitism
Myrieme Churchill, Executive Director of Parents for Peace (P4P), has been named an inaugural recipient of The 36 Award, honoring a decade of work building what may be the first confidential intervention program in the world focused specifically on antisemitism.
Churchill leads P4P, a national public health organization serving families, schools, and communities across the United States and Canada. Through its Antisemitism Intervention and Recovery (AIR) Program, P4P brings together licensed psychologists, peer interventionists, and a team that includes former neo-Nazis and former jihadists. Its central argument once sounded unlikely to many in the field: extremism is not just a security issue, but a public health crisis that demands early intervention, education, and community-based support. The need has grown sharply. P4P says it saw a steep rise in anti-Jewish hatred after October 7, 2023, both in its own caseload and across society. In 2025, 70 percent of its helpline cases involved antisemitism, spanning far-right white nationalism, jihadist networks, and far-left movements.
Churchill’s path to this work began in Morocco. The daughter of a Black Moroccan Muslim father and a white French Christian mother, she grew up biracial and rarely felt she belonged anywhere. As a child, she was excluded and targeted by other children who misidentified her as Jewish and often used the word “Jew” to insult her.
“That history gives me a deep appreciation for how identity, exclusion, and belonging shape people’s lives,” Churchill said.
Those early experiences left her with questions that have stayed with her ever since: Why do people hurt one another? Where does hate come from? Why have Jews so often been made the scapegoat? The questions led her to a career as a therapist. Her early work took her to the streets of Marseille, where she worked with young immigrants targeted by traffickers, and later to Boston, where she treated people with mental illness and addiction. Both jobs, she said, taught her how vulnerable people are at risk for abuse, self-destruction, and harming others.
Over years of clinical work in addressing addiction, Churchill began to notice a pattern. For some people, extremism seemed to work the way a drug does, offering relief from pain along with a sense of identity and purpose. People could get hooked on hate the way others get hooked on substances.
That insight became the foundation of the P4P model. Rather than treating extremism of any kind, including antisemitism, as a set of beliefs to argue with, the organization treats it as a maladaptive way of coping with grievance, isolation, and trauma. In P4P’s framing, extremism works like a psychological addiction, offering belonging at the cost of truth, safety, and humanity. Instead of relying on shame, public condemnation, or debate, P4P helps families recognize warning signs and assess escalating behavior, and helps their loved ones build healthier sources of identity, belonging, and purpose, while working with public safety resources when necessary. The goal is to replace hate with resilience, education, and genuine connection.
AIR, which P4P bills as the world’s first antisemitism helpline, builds on the organization’s existing public health approach and helpline model. It offers free, confidential support from trained interventionists to worried families, educators, and community members, as well as to people who are trying to step away from anti-Jewish beliefs themselves. P4P is also developing trainings for families, schools, and religious organizations on recognizing early warning signs, navigating online risks, and responding with evidence-based intervention.
The model was tested on the very first call to the AIR helpline in 2016. A mother had found several rifles under her son’s bed, along with a manifesto describing his plan to attack a synagogue. She was terrified and reluctant to contact law enforcement. Churchill stayed on the line and worked to earn the mother’s trust enough that she would call 911. The FBI later confirmed that the guns had been confiscated and that the young man had been hospitalized for treatment of psychosis.
“Courage sometimes means entering the worst moment of someone’s life and not looking away,” Churchill said.
P4P says its early intervention work has since helped prevent potential attacks on synagogues and violence against Jews, and has helped hundreds of people repair relationships, return to school or work, and rebuild lives no longer governed by extremist ideology.
Sagit Sade Attia, a member of the P4P board, described that work as a deliberate moral choice. “Rather than writing off people consumed by hate as beyond redemption, Myrieme has chosen the far more difficult path of engaging directly with individuals and families affected by radicalization, while never losing sight of the needs and safety of those targeted by hate,” she said.
The choice has not always been easy to explain. When Churchill first began describing extremism as an addiction, she recalled, people looked at her as if she had three heads. Public health framing has since moved closer to the mainstream, but an approach that begins with compassion for people who hold antisemitic views can still invite skepticism at a moment when Jewish communities feel under threat. Churchill answers by pointing to outcomes like the hundreds of families supported.
P4P doesn’t do this work alone. It has partnered with the Combat Antisemitism Movement, the ADL, the American Muslim and Multifaith Women’s Empowerment Council, and the Department of Homeland Security, as well as Bangladeshi and other immigrant communities. It has worked with the Harvard School of Public Health and Georgia State University to evaluate its work and to train former extremists as interventionists. Churchill has spoken at Eradicate Hate following the 2018 Tree of Life shooting, briefed Congress as part of a bipartisan effort, and testified before the Massachusetts Special Commission on Combating Antisemitism, where she urged antisemitism trainings in schools. Churchill puts it simply: “Antisemitism is not a Jewish problem alone; it is an all-of-us problem, and everyone pays the price when it spreads.”
The post The 36 Award Winner: Building a Public Health Response to Antisemitism appeared first on The Forward.
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Building the Legal Case Against White Nationalism
David Brody, founder of the Alliance of Jewish Americans, has been named an honorable mention for The 36 Award in its inaugural year. Brody has spent his career in courtrooms and coalitions confronting hate, and he believes Jewish safety in the United States depends on standing with every community that white nationalism targets.
Brody traces his commitment to his family and to the South. “As a Jew from Georgia, my Jewish identity was defined against the backdrop of the Black-Jewish shared struggle in the South,” he said. His great-grandmother fled pogroms, arrived in the United States as an unaccompanied minor with no English or education, and became a union organizer. His father registered voters for the Southern Christian Leadership Conference and spent four decades researching how poverty and discrimination affect the health of rural Black families. “My family taught that being Jewish in America means fighting for social justice,” Brody said.
Before launching the Alliance in 2026, Brody founded and led the Digital Justice Initiative at the Lawyers’ Committee for Civil Rights Under Law, the first tech policy program at a legacy racial justice organization. There, he built the first case applying public accommodations law to online harassment, representing Taylor Dumpson, the first Black woman to serve as student government president at American University, against a neo-Nazi website’s publisher who targeted her. Brody co-led the team representing Metropolitan AME Church in Washington, D.C., in its case against the Proud Boys after the group vandalized the church. He helped draft and championed what became the AI Civil Rights Act of 2025, which more than 80 civil rights, privacy, consumer, and labor groups have endorsed. His nominator, Erin Simpson of the Ford Foundation, said Brody coined the phrase “privacy rights are civil rights” at a time when many did not yet see the connection. She described him as “the engine that powered an entire community of racial justice and technology policy organizations.”
Brody said Jewish civil society is robust but has lacked a dedicated national legal organization, similar to the NAACP Legal Defense Fund or Lambda Legal. The Alliance is meant to fill that gap. It uses open-source investigative techniques to collect and preserve evidence of civil and human rights violations and white nationalist threats, with the goal of making that evidence admissible in court.
From his years litigating against white supremacists, Brody saw that few organizations take on litigation against white nationalism systematically, and that most investigative work in the field produces research reports rather than evidence that can stand up in a legal proceeding. He argues that white nationalism, which has motivated deadly attacks ranging from Pittsburgh’s Tree of Life synagogue in 2018 to a Buffalo grocery store in 2022, poses the greatest threat to Jewish safety in the United States in generations.
The Alliance’s work includes both near-term and longer-term legal investigations. Part of this work involves leveraging AI tools responsibly, such as using them to accelerate needle-in-a-haystack investigations of white nationalist activity or other threats that would not be cost-effective for human researchers. Other work is meant to provide evidentiary foundations for long-term efforts to research, document, and seek accountability for rights violations in the U.S. Brody said he is focused on what the field needs now and what it will need in five years.
Brody’s approach to coalitions is grounded in patience. He spent six years drafting model bills, persuading allies with different priorities, and testifying twice before Congress in support of privacy protections. In 2024, when a bipartisan privacy bill in Congress was stripped of its civil rights protections, Brody gathered signatures from more than 50 organizations on an opposition letter in under 24 hours, and the bill died. “Those groups did not sign because I told them what to do,” he said. “They signed because I spent years working with them, earning their trust, and advocating for their interests.”
Brody credits the courage of his clients for putting their names and faces on high-profile cases against violent white supremacists. He arranges his work so that, by the time a moment of risk arrives, “we have friends at our side.” He resists the idea that this takes a special method. “Building bridges does not require a special approach,” he said. “One should show up for everyone, listen with empathy, and do the work.”
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