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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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In the Social Media Age, What the Torah Teaches About Gossip Is More Relevant Than Ever
Social media apps on a smart phone. Photo: Jonathan Raa/Sipa USA via Reuters Connect
“Great minds discuss ideas; average minds discuss events; small minds discuss people.” This often-quoted line is usually attributed to Eleanor Roosevelt, although ironically, there’s no proof she actually said it. This makes it a fitting introduction to a discussion on gossip, truth, and our tendency to repeat irresistible stories — real or not.
Modern psychology has devoted a surprising amount of attention to the study of gossip, and its conclusions are rather more nuanced than one might expect. Far from being merely idle chatter or malicious whispering, gossip turns out to serve a meaningful social function. It helps people bond and creates the kind of informal networks that allow individuals to navigate the complexities of social life.
In other words, when people engage in what we dismissively call tittle-tattle, they are often doing something constructive — strengthening connections and quietly laying the foundations of lasting social relationships.
And yet, research underscores a vital caveat: While gossip can build social bonds, its malicious form erodes trust and achieves the opposite effect. When gossip sours, it distorts reality, encourages harsh, often unjustified judgments, and breeds suspicion.
What starts as a seemingly harmless exchange — “Did you hear what happened with so-and-so?” — can swiftly become a narrative with far-reaching consequences, echoing widely and lingering long after the original words.
That has always been the case. But recently, the scale, speed, and stakes have increased. Social media has supercharged gossip, making it far more potent and dangerous. What once occurred in private circles now unfolds publicly, amplified by algorithms favoring outrage and sensationalism. Gossip isn’t just local — it fuels widespread conspiracy and can fracture societies.
The wave of conspiracy theories proliferating online in recent years — claims about hidden forces manipulating events, and viral rumors about public figures spreading faster than corrections — has seeped into mainstream conversation. News of public shootings or assassination attempts quickly sparks theories of “false flag” operations or that those arrested are merely patsies.
Such narratives start on the fringes but spread quickly because they tap into a deeply human urge: to feel privy to hidden knowledge, to believe we see what others do not. By the time facts emerge, the damage is done — and facts are dismissed as cover-ups. Reputations inevitably suffer, and the harmful consequences outlast the true facts.
What all of these examples have in common is not merely their inaccuracy, but their emotional appeal. Gossip, whether ancient or modern, thrives on a particular kind of pleasure — the satisfaction of being “in the know,” coupled with the subtle reinforcement of one’s own worldview.
In a polarized environment, that pleasure is intensified. We are far more inclined to believe, and to repeat, information that confirms what we already think, especially when it casts the “other side” in a negative light.
All this signals a broader societal shift. Modern, digitized gossip now powerfully drives polarization. It is no longer just people speaking ill of each other; it has become a process where entire communities build parallel realities, each sustained by its own ecosystem of rumors, half-truths, and falsehoods.
Given these developments, the Torah’s treatment of gossip in Parshat Tazria–Metzora feels less like an ancient curiosity and more like a strikingly relevant corrective. The metzora — one afflicted with tzara’at, a discoloration that appears on skin, clothing, or walls — is traditionally seen by Chazal as suffering the consequences of lashon hara, harmful speech.
Remarkably, it is not just about the harmful speech producing a physical manifestation, but also the response to the condition: The metzora is isolated (Lev. 13:46): בָּדָד יֵשֵׁב מִחוּץ לַמַּחֲנֶה מוֹשָׁבוֹ – “he must sit alone, outside the camp.” The social fabric once woven by innocuous gossip is now withdrawn; the result of malicious speech is, quite literally, social isolation.
Lashon hara does more than harm its immediate target; it undermines the integrity of the entire community. It distorts reality, erodes trust, and creates divisions where cohesion should prevail. In a society built on shared values and mutual responsibility, that kind of corrosion cannot simply be ignored.
But the Torah does not merely punish — it educates. The isolation of the metzora is not an act of rejection, but an opportunity for reflection. Removed from the constant chatter and the endless exchange of words, the metzora is forced to confront the true power of speech — what it can build, and what it can so easily destroy.
In our world, we rarely experience that kind of enforced pause, especially in an age of addictive smartphone use. We scroll endlessly through emails, messages, videos, and social media, caught in a relentless information stream.
The pressure to respond is immediate, and the urge to share something that is particularly evocative or provocative is ever-present. There’s always another headline, a salacious rumor, or some kind of “inside information” demanding attention and ready to be passed along.
The medium may have changed, but the core dynamic remains. Words still shape reality; they influence how we see others, interpret events, and position ourselves in society. The only real difference is that the ripple effects are now far greater.
Our goal shouldn’t be to eliminate social chatter — which is neither possible nor desirable — but to act with more responsibility. The fleeting satisfaction of spreading sensational news is often outweighed by the long-term cost to truth and trust.
One should certainly resist being the first to repeat a story; instead, be the person who ensures accuracy and fairness. This discipline, difficult in a culture favoring speed over nuance, is what the Torah seeks to instill.
Millennia before social media and modern polarization, the Torah revealed a simple truth: Speech is not neutral. It leaves a mark and, when misused, can fracture people and communities.
Every time we want to share that intriguing, unverified detail, we aren’t just making harmless conversation. We are shaping the world we and others live in. That’s a responsibility to take seriously.
The author is a rabbi in Beverly Hills, California.
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Europe’s Counterterrorism Strategy: How Laws and Intelligence Cooperation Strengthened Security
French police and members of French special police forces of Research and Intervention Brigade (BRI) secure the area near Iran’s consulate where a man was threatening to blow himself up, in Paris, France, April 19, 2024. Photo: REUTERS/Benoit Tessier
Over the past two decades, Europe has faced evolving terrorist threats that required a comprehensive and coordinated response. From lone-wolf attacks to transnational extremist networks, European states have been compelled to rethink their security frameworks. In response, the European Union and its member states have developed a multi-layered counterterrorism strategy centered on legislation, intelligence cooperation, and institutional coordination. This approach has significantly enhanced Europe’s ability to prevent and respond to terrorism, although challenges remain.
At the core of Europe’s counterterrorism efforts lies a robust legal framework. European countries have introduced extensive legislation aimed at criminalizing terrorism-related activities, including recruitment, financing, incitement, and travel for extremist purposes. These laws are designed not only to punish acts of terrorism but also to prevent them before they occur. By harmonizing legal standards across member states, the European Union has reduced legal loopholes that previously allowed suspects to exploit differences between national systems.
One of the most important aspects of this legal evolution is the emphasis on preventive measures. Authorities now have greater powers to monitor suspects, disrupt networks, and intervene at earlier stages of radicalization. This proactive approach reflects a shift from reactive policing to anticipatory security, where the focus is on identifying threats before they materialize.
However, legislation alone is not sufficient. Intelligence cooperation has become a cornerstone of Europe’s counterterrorism strategy. Given the transnational nature of modern terrorist networks, no single country can effectively combat terrorism in isolation. European intelligence agencies have therefore intensified their collaboration through formal and informal mechanisms that facilitate the exchange of information.
A key platform in this regard is the Counter Terrorism Group (CTG), which brings together intelligence services from EU member states to share assessments and coordinate responses. In parallel, agencies such as Europol and Eurojust play a crucial role in operational coordination and judicial cooperation. Europol supports law enforcement by providing intelligence analysis, while Eurojust facilitates cross-border prosecutions and legal coordination.
The importance of information sharing cannot be overstated. Timely and accurate intelligence allows authorities to track suspects across borders, identify emerging threats, and prevent attacks. Systems such as the Schengen Information System (SIS) enable member states to share alerts on individuals suspected of involvement in terrorism, enhancing border security and law enforcement effectiveness.
In addition to intra-European cooperation, transatlantic collaboration has also been a key component of counterterrorism efforts. The United States and European countries have worked closely to exchange intelligence, track foreign fighters, and dismantle terrorist networks. For example, data sharing initiatives have enabled European authorities to identify individuals returning from conflict zones and assess the risks they pose.
Another critical dimension of Europe’s counterterrorism strategy is the effort to cut off funding for extremist groups. Terrorist organizations rely on financial resources to operate, recruit, and carry out attacks. European governments have implemented strict measures to combat money laundering and terrorist financing, including enhanced financial surveillance, regulatory oversight, and international cooperation. These efforts aim to disrupt the financial lifelines of extremist networks and reduce their operational capabilities.
Despite these advancements, Europe continues to face significant challenges. One of the most pressing issues is the phenomenon of radicalization, particularly among individuals who are born and raised in Europe. Online platforms have become a major tool for extremist propaganda, making it easier for groups to recruit and indoctrinate individuals. Addressing this challenge requires not only security measures but also social and ideological interventions that tackle the root causes of extremism.
Another challenge is balancing security with civil liberties. Expanding surveillance powers and preventive measures has raised concerns about privacy and human rights. European governments must navigate this delicate balance to ensure that counterterrorism efforts do not undermine the democratic values they seek to protect.
Moreover, the return of foreign fighters from conflict zones such as Syria and Iraq poses an ongoing security risk. European countries must decide how to handle these individuals, whether through prosecution, rehabilitation, or monitoring. This issue highlights the complexity of modern counterterrorism, where legal, ethical, and security considerations intersect.
In conclusion, Europe’s counterterrorism strategy has evolved into a comprehensive system that combines legislation, intelligence cooperation, and financial controls. By strengthening legal frameworks, enhancing information sharing, and fostering international collaboration, European countries have significantly improved their ability to combat terrorism. However, the dynamic nature of the threat means that these efforts must continue to adapt. Future success will depend on maintaining this balance between security, cooperation, and the protection of fundamental freedoms.
The author is a political analyst specializing in Middle East affairs, with a focus on political Islam, regional security, and minority rights.
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Gen Z Canceled Critical Thinking
Illustrative: Thousands of anti-Israel demonstrators from the Midwest gather in support of Palestinians and hold a rally and march through the Loop in Chicago on Oct. 21, 2023. Photo: Alexandra Buxbaum/Sipa USA via Reuters Connect
As a society, we haven’t reckoned with the impact that cancel culture has had on Gen Z, and we need to.
Starting in 2020, cancel culture was implemented through social ostracization, major media campaigns, online bullying, and toxic one-sided debates used to demean individuals for their perspectives. For developing brains, cancel culture created a very real fear in their life: the fear of social death.
Because cancel culture doesn’t care about your morals or values, it is used as a form of social control that latches on to anything different from the dominant political ideologies. Social death will be performed through ostracization.
For Gen Z, cancel culture taught us not to share our own perspectives, not to post our own ideas on social media, and, saddest of all, to stop talking with one another about conflicting ideas. Cancel culture has led to a form of self-suppression, effectively silencing ourselves. This in turn has led to the decline of critical thinking and allowed for a mental void to take the spot of a once-busy analytical brain.
Critical thinking has become dangerous in a society that platforms specific ideologies above democratic debate.
As a society, we have not truly realized what cancel culture has done to our generation, starting in 2020. Professors and teachers continue to ask students, “What do you think about this?” and expect an authentic answer, not realizing the student can only give them a safe answer from within the accepted ideological bubble. Because if a student steps outside of what has been deemed “moral” by the virtue-signaling police, they will be shunned and a social death will ensue.
I’ve experienced this firsthand at the University of British Columbia (UBC), a university with over 60,000 students but no room for different views.
The dominant social justice warrior ideology on campus has become anti-Israel, and wearing my IDF hoodie draws vicious UBC Reddit and social media attacks. When I discussed a translation assignment with an English professor and said I’d like to translate a Hebrew prayer, I was pulled aside and asked if I “work for Zionist entities?” Through social isolation, my peers and professors alike have shunned me for my support of Israel, simply because it doesn’t align with the dominant woke ideologies of our generation.
Unless we reckon with cancel culture, which has been branded as a purity test for moral clarity, we can’t begin to discuss how to get children to think critically again.
As a society, we allowed this disease to affect the brains of my generation. Unless we do something about it, we will become Generation Zombie, and the mental apocalypse will be upon us.
I used to feel afraid to share my own opinions when I started university, because for a while, cancel culture won, and I muzzled myself. But this is anti-democratic; intimidation of thought has become a tool to control our young, impressionable generation. We must reckon with this before moving forward and taking accountability for a solution.
My solution to this disease is to ask questions. We have to revert back to our pre-school cognitive development stages, when we asked, “why, what, when, where, and how.” We have to revert back to searching for answers and hearing a difference of opinion.
This sounds simple at its core. However, to Generation Zombie, we have to reteach these fundamental cognitive capacities. I say this as a Gen Zer who has lived experience inside our Canadian university system since 2020 and can attest that academic rigor and the ability to grapple with complex ideas are going the way of the dodo bird.
Be curious. Ask questions.