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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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Brad Lander launches run for Congress against pro-Israel Jewish incumbent Dan Goldman
(JTA) — It’s official: Brad Lander is running for Congress — and he says he won’t be “doing AIPAC’s bidding” in representing his district if he’s elected.
The line from Lander’s campaign launch video was a dig at Rep. Dan Goldman, who has represented the 10th Congressional District since 2023, that underscores the degree to which Israel is likely to play a role in the battle for the seat.
Lander’s announcement tees up a showdown between a Jewish progressive challenger and an incumbent Jewish centrist. He enters the race with support from Zohran Mamdani, following weeks of speculation over whether he or Alexa Aviles — a member of Mamdani’s Democratic Socialists of America who was also weighing a run against Goldman — would get the mayor-elect’s high-profile endorsement.
“I’m running for Congress because we need leaders who will fight, not fold,” Lander wrote on X. (Lander’s X account was subsequently hacked and made temporarily private.)
Lander, the outgoing city comptroller, has day-one endorsements from major progressive names including Mamdani, Sen. Bernie Sanders and Sen. Elizabeth Warren, as well as the city’s Working Families Party.
Lander shared a video that touted his ability to fight back against Donald Trump, which featured footage of his ICE arrest. The video took on a gentle tone, with Lander referring to himself as “Dad Lander” and quoting the TV personality Mister Rogers. He talked about his roots in the district, which includes central Brooklyn neighborhoods such as Park Slope, where he served as a three-term City Council member.
But the video also previewed how Israel will play a role as Lander, a self-described liberal Zionist who now calls Israel’s war in Gaza a “genocide” and stumped for the anti-Zionist Mamdani, takes aim at Goldman. The incumbent has been endorsed and received funding from the pro-Israel lobby AIPAC; he also refused to endorse Mamdani because of Mamdani’s stances on Israel.
Goldman has become one of the primary targets of progressives looking to replace moderate Democrats with candidates more aligned with their politics in the wake of Mamdani’s victory. Challengers are also emerging against the vocally pro-Israel Rep. Ritchie Torres, with his AIPAC donations being a point of emphasis of his opponents.
Lander did not name Goldman but referred to his AIPAC ties in the video, saying the “challenges we face” can’t be solved by “doing AIPAC’s bidding in a district that knows our safety, our freedom, our thriving is bound up together.” Two photos of Lander holding signs at Gaza war ceasefire rallies appeared on-screen — one in Hebrew, the other in English.
The 10th Congressional District covers Lower Manhattan, as well as parts of western and central Brooklyn, which Lander represented on the City Council. While Lower Manhattan was more split in the mayoral general election, most of the district’s Brooklyn neighborhoods voted overwhelmingly for Mamdani. The district also includes part of Borough Park, a neighborhood with a large Orthodox Jewish population that strongly supported the centrist mayoral candidate, Andrew Cuomo.
In the video, Lander alluded to Goldman’s refusal to endorse Mamdani, saying that if he beats Goldman, “Our mayor can have an ally in Washington instead of an adversary in his own backyard.”
Mamdani told the New York Times on Wednesday that Lander is a “true leader” who has “unwavering principles, deep knowledge and sincere empathy.”
Lander has been Mamdani’s most prominent local Jewish ally since the pair cross-endorsed each other before the Democratic primary.
Critics said Lander’s efforts, including bringing Mamdani to his synagogue and reinforcing his commitment to the safety of Jewish New Yorkers, merely “kosherized” antisemitism at a time when fierce reaction to the war in Gaza led to Jews feeling unsafe and isolated, and anti-Jewish attacks rose.
Following Mamdani’s general election victory, reports emerged that Lander, who’d been angling for a top position in the new administration, was being left out in the cold without a role. Rumors suggested that Lander might have Mamdani’s support if he pivoted to a congressional run against Goldman. But that support was complicated by the presence of Aviles — Mamdani’s fellow DSA member — who was entertaining a run herself.
All that was put to rest Wednesday, when Lander officially entered the race with the support of Mamdani — who went against the DSA’s endorsement of Aviles, to the chagrin of some of the DSA’s rank-and-file — and Aviles released a statement announcing that she would not be running.
“A split field runs too great a risk of allowing him another damaging term,” she wrote about Goldman, who won his first election in 2022 by two points against a crowded field that split votes between progressive candidates.
Before running for office, Goldman, a millionaire and Levi Strauss heir, drew praise from the left when he served as lead majority counsel on the first impeachment inquiry against Donald Trump in 2019. He has co-sponsored progressive legislation like the Medicare for All Act and the Green New Deal for Public Housing Act, as well as a recent bill that would protect immigrants’ right to appear in immigration court.
But progressives have soured on Goldman, who calls himself a “proud Zionist and steadfast supporter of Israel,” and is criticized for receiving funding from AIPAC — a group whose brand has become increasingly toxic in American politics.
Goldman also faced criticism after Donald Trump Jr. tweeted about a friendly interaction between the two in the Bahamas, following Trump’s Israel-Gaza peace deal.
“Thank you Congressman @danielsgoldman for your kind words today when you saw me, about the incredible job my father did delivering historic peace to the Middle East and bringing the hostages home,” the president’s son tweeted. “Safe travels back from the Bahamas.”
Speculation of a potential Lander challenge had been building since September, when a poll by Data for Progress surveyed voters in the 10th congressional district; in a two-man race between Goldman and Lander, the poll found that Lander would win 52-33.
Democratic strategist Trip Yang advised pumping the brakes in a November interview, pointing out that polls taken so far in advance of an election “don’t matter as much” and that incumbents bring an advantage.
In addition to big names like Mamdani, Sanders and Warren, local politicians have begun throwing their support behind Lander including Assemblymember Robert Carroll — who was an early endorser of Goldman in the 2022 election — and State Sen. Andrew Gounardes.
The post Brad Lander launches run for Congress against pro-Israel Jewish incumbent Dan Goldman appeared first on The Forward.
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‘America Last’: Report Reveals Suspicious Foreign Support Amplifying Nick Fuentes Online
Nick Fuentes during an interview in December 2025. Photo: Screenshot
Amid ongoing debates about the rise of antisemitic voices on the US political right, recent investigations into social media activity suggest the potential involvement of inauthentic amplification by anonymous actors in India, Pakistan, Nigeria, Malaysia, and Indonesia.
On Monday, the Network Contagion Research Institute (NCRI) released new research showing the techniques used by overseas operatives to promote the authoritarian ideologies of antisemitic podcaster Nick Fuentes, who claims he seeks to preserve the white, European identity and culture of the US.
Titled “America Last: How Fuentes’s Coordinated Raids and Foreign Fake-Speech Networks Inflate His Influence,” the 23-page report dissects how the 27-year-old influencer “consistently amasses far more retweets than any comparable figure, including Elon Musk, despite having a fraction (<1%) of the follower count.”
The report was co-drafted with the support of the Rutgers University Social Perception Lab. Previous research collaborations between NCRI and Rutgers have also explored how far-right influencers hijacked the religious phrase “Christ is King” to advance their ideology and how Tik-Tok content promotes the Chinese Communist Party’s international objectives.
The researchers reviewed Fuentes and compared him with other prominent accounts. They discovered that “within the critical first 30 minutes, Fuentes routinely outperformed accounts with 10-100× more followers.” The report explains that “in a sample of 20 recent posts, 61% of Fuentes’s first-30-minute retweets came from accounts that retweeted multiple of these 20 posts within that same ultra-short window – behavior highly suggestive of coordination or automation.”
The accounts are characterized as entirely anonymous and seemingly single-purpose for promoting Fuentes.
While Fuentes has grown most well-known for his endorsement of Adolf Hitler, Holocaust denial, and pre-Vatican II, Catholic-reactionary antisemitism, the report highlights the podcaster’s endorsements of terrorism and enthusiasm for sexual violence. He has stated that he seeks a 16-year-old wife, desiring an underage woman “when the milk is fresh.” This aligns with his support for the Taliban in Afghanistan, a nation which has now seen the return of child marriage. Fuentes also claims that rape within marriage is impossible, since he believes that a wife’s body belongs to her husband.
Fuentes also “praised Vladimir Putin for the invasion of Ukraine, expressed support for China taking Taiwan, and described the Taliban’s victory over US forces as a positive development.”
The researchers in their analysis seek not to explain Fuentes’s views but rather to “assess how synthetic engagement, real-world events, and media incentives converged to elevate a fringe figure into a central subject of national attention.”
Looking into Fuentes’s history and disclosures from former insiders within his organization support the suggestion of artificial engagement.
“Additional evidence shows that Fuentes has a prior history of coordinated digital manipulation. In 2022, two former associates described internal group chats where Fuentes directed interns and loyalists to carry out online tasks on his behalf, and a former technical aide alleged that viewer counts on his streaming platform were artificially inflated using a built-in multiplier,” the report states.
The researchers explain that “Fuentes did not deny the inflation itself. These documented practices demonstrate a willingness to orchestrate controlled teams and manipulate digital metrics — behavior entirely consistent with the coordinated amplification patterns observed on X.”
The report features images of “America First” Fuentes appearing on different foreign TV networks including the Iranian regime’s Press TV and Russia Today (RT). On the former he sided with Iran during an American attack in support of Israel, and on the latter, he claimed that support for Ukraine was based on “Russophobia.” He also reportedly stated that he would “fight on the side of China against America.”
Another picture shows Fuentes in 2022 at the America First Political Action Conference, where he stated in his introduction to US Rep. Marjorie Taylor Greene (R-GA): “And now they’re going on about Russia and Vladimir Putin, saying he’s Hitler – they say that’s not a good thing. Can we get a round of applause for Russia?”
The analysts describe how “Fuentes’s defense of authoritarian adversaries — Russia, Iran, China — is not a minor contradiction. It represents a coherent pattern in which his anti-American worldview aligns more closely with America’s enemies than with its interests. His self-proclaimed patriotism crumbles in the face of performative contrarianism, where any regime that resists liberal democracy becomes, in his eyes, preferable to the current United States.”
According to NCRI, the Russian and Iranian media’s approval of Fuentes “underscores the broader point: the figure elevated by algorithmic manipulation and mainstream media grooming as a voice of nationalist revival is, in reality, one of the most reliable public defenders of America’s geopolitical foes.”
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Israel Restores Relations With Bolivia, Signs Free Trade Deal With Costa Rica as Latin American Ties Strengthen
Israeli Foreign Minister Gideon Saar (left) and Bolivian Foreign Minister Fernando Armayo (right) sign a Joint Communiqué in Washington, DC on Dec. 9, 2025, formally restoring diplomatic relations between the two countries. Photo: Screenshot
Israel is further expanding its diplomatic and economic presence in Latin America, formally restoring relations with Bolivia and signing a free trade agreement with Costa Rica as the Isaac Accords begin to take shape.
On Tuesday, Israeli Foreign Minister Gideon Saar and Bolivian Foreign Minister Fernando Armayo signed a Joint Communiqué in Washington, DC, formally restoring diplomatic relations between their countries after two years of severed relations amid the war in Gaza.
“Today, we are ending the long, unnecessary chapter of separation between our two nations,” the top Israeli diplomat said during a speech at the signing ceremony.
“Following the election of [Bolivian] President Rodrigo Paz, I am pleased to announce that Israel and Bolivia are renewing diplomatic relations,” he continued.
Israel and Bolivia: We renewed our diplomatic relations!
We’re continuing to work. pic.twitter.com/oUtcXyyaHa— Gideon Sa’ar | גדעון סער (@gidonsaar) December 10, 2025
During their meeting, both leaders committed to fully restoring diplomatic relations, appointing ambassadors, and fostering collaboration between government and private-sector representatives.
They also pledged ongoing dialogue and broader cooperation in areas including agriculture, security, health, innovation, and their shared fight against organized crime and narco-terrorism.
“Bolivia, the Jewish people, and the State of Israel share a long history of true friendship,” Saar said during his speech. “Bolivia opened its doors to Jewish refugees during the Second World War when much of the world closed its gates.”
“Bolivia supported the establishment of the State of Israel in the historic 1947 UN vote,” he continued. “For many decades, our two nations enjoyed warm diplomatic relations. The renewal of our ties is an important and welcome step.”
Bolivia has also announced it will lift visa requirements for Israelis entering the country, a move the top Israeli diplomat praised as helping to “strengthen the human bridge between our peoples.”
With the official launch of the Isaac Accords by Argentina’s President Javier Milei last week, Israel has been working to expand its diplomatic and security ties across Latin America, with the new effort designed to promote government cooperation and fight antisemitism and terrorism.
Modeled after the Abraham Accords — a series of historic US-brokered normalization agreements between Israel and several Arab countries, this initiative aims to strengthen political, economic, and cultural cooperation between the Jewish state and Latin American governments.
The first phase of the Isaac Accords will focus on Uruguay, Panama, and Costa Rica, where potential projects in technology, security, and economic development are already taking shape as the framework seeks to deepen cooperation in innovation, commerce, and cultural exchange.
On Monday, Israel and Costa Rica signed a free trade agreement covering goods, services, and investments, advancing their bilateral relations during Costa Rican Minister of Foreign Trade Manuel Tovar Rivera’s visit to Jerusalem.
Rivera also announced that Costa Rica will open an office for trade and investment innovation in Jerusalem next year.
The newly signed agreement will eliminate over 90 percent of tariffs, providing broad access for Israeli industrial and agricultural products to the Costa Rican market, while also reducing import costs on a wide range of goods, from food and medical equipment to industrial tools.
“This agreement opens significant new avenues for both Costa Rica and Israel,” Rivera said during a speech at the signing ceremony.
“It enhances access to high-quality Costa Rican goods and services while creating a mutually beneficial platform for collaboration in high-technology industries, premium agribusiness and specialized services,” he continued.
Building on the renewed momentum in diplomatic engagement across Latin America, Israel is expanding and strengthening its bilateral relations with several countries in the region.
Argentina announced plans to relocate its embassy to Jerusalem next spring, fulfilling a promise made last year as the two countries continue to deepen their ties.
Last week, Ecuador opened an additional diplomatic mission in Jerusalem, a move that Saar hailed as a “milestone” in strengthening their bilateral relations.
Paraguay, Guatemala, and Honduras, all of which have previously relocated their embassies to Jerusalem, have reaffirmed their support for Israel and signaled intentions to deepen future cooperation.