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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 Netherlands will return to Eurovision after boycott over Israel
(JTA) — The Netherlands will return to the Eurovision Song Contest, overriding a broadcaster that withdrew over Israel’s actions in Gaza.
The Dutch organization that oversees public broadcasting, the Nederlandse Publieke Omroep, said on Wednesday that it will take over the country’s entry to Eurovision after Avrotros, the broadcaster that usually takes part in Eurovision for the Netherlands, pulled out of the 2027 event in Burgas, Bulgaria.
Avrotros said last month that it withdrew because the event “can no longer be considered neutral,” citing Israel’s inclusion amid “the severe humanitarian suffering in Gaza and the ongoing restrictions on press freedom.”
Avrotros dropped out of the most recent contest in May 2026, and the Netherlands did not participate after the NPO ruled out identifying another broadcaster. Spain, Ireland, Iceland and Slovenia also boycotted this year’s Eurovision. Israel’s participation in the world’s largest music contest has become a source of intense controversy, sparking mass protests. The contest drew 35 million fewer viewers this year.
For the next Eurovision, NPO is assigning the broadcaster NOS to provide coverage of the event and an “independent team of experts” to select the Dutch act.
“We understand that participation in the Eurovision Song Contest evokes mixed feelings in the Netherlands,” said Jet de Ranitz, the chairman of the NPO’s executive board. “We have explicitly asked the [European Broadcasting Union] to once again make the unifying character of the festival an important part of the event, in recognition of a time of geopolitical unrest, war, and polarization.”
The NPO added that the EBU, which owns the contest, has “taken significant steps regarding the rules of the Eurovision Song Contest.” The EBU introduced changes in August that included barring countries involved in armed conflict from hosting the competition. It also made adjustments to the voting process after accusations of politically motivated voting.
Avrotros said the new rules were not sufficient to ensure that Eurovision remains “independent and neutral.”
Martin Green, the director of Eurovision, said in a statement that the contest was “delighted to welcome the Netherlands back” in 2027.
Ireland is set to boycott Eurovision again in 2027 after RTÉ, the national broadcaster, said last week that its position “remains unchanged.”
RTÉ cited “the appalling and ongoing loss of lives in Gaza and the humanitarian crisis there which continues to put the lives of so many civilians at risk,” adding that it was “deeply concerned by the continued denial of independent access to international journalists to the territory.”
Spain could also stay out of Eurovision next year. José Pablo López, the president of Spanish broadcaster RTVE, announced at a Senate hearing on Tuesday that he supported a continued boycott, saying it was “painful that Israel continues to participate.”
Meanwhile, Belgium confirmed its participation despite calls for a boycott by its public media unions.
“Participation is in no way an endorsement or normalization of what is happening in Gaza and the rest of the world,” said Frederik Delaplace, the CEO of the Flemish broadcaster VRT. “We do note, however, that the EBU is no longer shying away from these difficult societal and geopolitical issues.”
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Police label shooting in Belleville, Ontario, a hate-motivated attack against the Jewish community
(JTA) — TORONTO – The shooter who opened fire on a Belleville, Ontario, synagogue Sunday evening committed an anti-Jewish hate-motivated offense, according to the city’s police chief.
“This was a deliberate attack directed at members of the Jewish community during one of the holiest observances of the year,” Belleville police chief Murray Rodd said at a press conference on Thursday, adding that the shooter had combustible materials, including gasoline, in his truck.
He said the threat posed to Jewish communities required increased alertness on the part of Canadian law enforcement. Police stationed outside the Sons of Jacob synagogue had engaged in a shootout with the assailant, Sean Ward, that prevented him from entering the building as members of the congregation were about to begin Yom Kippur services.
Rodd noted that the force had a long-time relationship with the Jewish community that involved “our proactive pre-positioning of on-duty staff” to ensure the safety of Jewish worshippers. “One of the messages to my colleagues around the province and the country is: It is clearly time that we all be proactive.”
Rodd said the efforts of Constables Jeff Smith and Michael McCurdy prevented the attacker from using the explosive materials he had with him, as well as a “significant” amount of ammunition.
Smith, who was stationed outside of Sons of Jacob to provide security, remains in critical condition but is making progress, according to Rodd. Ward later died of his wounds from the exchange with police.
“[The shooter] had the means, the mechanism, and the motive to perpetrate a greater act. The only thing that stopped entry into the synagogue to execute the intent were the two officers,” said Rodd. “He was equipped with other weapons and the means to carry on a gun battle for a long period of time.”
The CBC reported that police obtained a video of the attack in Belleville, a town over 100 miles east of Toronto on the north shore of Lake Ontario. On the video, Ward is heard shouting. Police report he is saying, “You are going to die for the Jews.”
Rodd confirmed that before Ward targeted the Sons of Jacob, he scoped out the synagogue grounds. “We know that there was a reconnaissance in the presence of our officer, but nothing that would have alarmed him or would have triggered him to be on the defensive,” Rodd said.
Ward was a former member of the Canadian Armed Forces. Rodd noted.
“He was shot multiple times in multiple places,” Rodd said. “He has everything extending from fractures to wounds, and is still bearing shrapnel.”
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US Senate Democrats seek sanctions on those facilitating controversial West Bank settlement project
(JTA) — A slate of U.S. Senate Democrats, led by staunch Israel supporter Chris Coons, is seeking to sanction individuals and businesses linked to a controversial settlement expansion in the West Bank.
The massive E1 project, which would add 3,401 housing units east of Jerusalem, would effectively bisect the West Bank, inhibiting the prospects for a contiguous Palestinian state in the West Bank. It would also further separate the West Bank from East Jerusalem, which Palestinians seek as the capital of a future state. Israel recently issued new construction tenders for the project, following the government’s approval of the plans last summer.
Coons, of Delaware, introduced legislation this week that would target “any foreign person” deemed “responsible for or complicit in” the construction or financing of, or investment in, the planned E1 settlement, as well as the leaders of any entity that has engaged in such activities.
“As Palestinian civilians face a campaign of devastation and fear from violent extremist settlers, the United States must send a strong message that this behavior is unacceptable,” Coons said in a statement.
Israel, he added, must demonstrate “that it remains committed to freedom, security, prosperity, and self-determination for all Israelis and Palestinians.”
Global leaders have slammed the prospective development, as have many U.S. lawmakers. Yet even amid the increased criticism of the Israeli government, the bill is unlikely to advance in a Congress with Republican majorities in both chambers.
Coons thus far has garnered support from 18 of the Senate’s 44 other Democrats, including three co-authors: Elizabeth Warren of Massachusetts, Ron Wyden of Oregon and Ruben Gallego of Arizona. Wyden is Jewish and a longtime Israel supporter.
“For decades, American presidents from both parties have warned successive Israeli governments that construction in E1 threatened the viability of a Palestinian state and was unacceptable to the United States,” Coons said.
As unlikely as it is that the bill will pass, its introduction is symbolic of the chasm that has grown in recent years between Israel and the Democratic Party. The legislation is led by Coons, who has a solid pro-Israel record. Previous sanctions backed by Democrats, including by former President Joe Biden, have generally targeted settler violence and offensive weapons, while this bill centers on what Israel’s government would regard as a conventional building project.
Warren, Wyden and Gallego all voted in favor of a failed resolution authored by independent Vermont Sen. Bernie Sanders, which sought to stop the sale of military bulldozers to Israel. Coons, who voted against the measure, was one of just seven Democrats to do so.
While Warren’s position on Israel has fluctuated in recent years, she has consistently maintained that Israel has a right to defend itself and has voted against measures to boycott, divest from and sanction Israel. But she has been a sharp critic of Israeli Prime Minister Benjamin Netanyahu and suggested conditioning military aid to Israel on compliance with U.S. and international humanitarian law.
Regarding the E1 settlement sanctions bill, Warren said the U.S. “must use all diplomatic and economic tools available to counter rapid settlement expansion and extremist settler violence.” These “spiraling trends” risk undermining “the prospect of lasting peace for Israelis and Palestinians,” she added.
The bill would sanction “foreign persons that have facilitated Israeli settlement construction in the E1 area,” including those who have submitted tender bids, offered guarantees to such bids, signed development or lease agreements, provided construction-related services or financed related infrastructure.
The sanctions would “block and prohibit all transactions in property and interests in property” of such a person in the U.S., with exceptions made for those providing humanitarian assistance or conducting intelligence activities in the area.
“The E1 settlement project is a move towards de facto annexation of the West Bank,” Warren stated. “Those who choose to facilitate settlement construction should understand that they risk losing access to the U.S. financial system.”
Wyden, who has a similar record of backing Israel while criticizing Netanyahu, slammed the prime minister’s “disgraceful policy of expanding West Bank settlements,” noting that such activity “crosses a clear red line and makes Palestinian statehood and lasting peace even more difficult.”
He, too, urged the U.S. to “stand up against Netanyahu’s campaign of violence and aggression against Palestinian civilians” by sanctioning those who “are complicit in this unlawful action.”
The fourth co-author, Gallego, in recent months has shifted his stance from pro-Israel centrist to a fierce and outspoken opponent of the country’s current military operations.
“Proposed Israeli construction of new settlement homes in the E1 area would cut off East Jerusalem from the West Bank and threaten a viable Palestinian state,” he said.
Describing the project as “a step in the wrong direction,” he noted that “for decades, Democrats and Republicans alike have pushed for a two-state solution.”
Coons, Warren, Wyden and Gallego are not alone in hammering the advancement of the E1 project. Their bill followed collective action taken by the United Kingdom, France and Canada earlier this month, when the countries decided to ban goods from West Bank settlements and Jewish areas of East Jerusalem.
At the same time, the U.K. and 11 other nations released a joint statement announcing “their intention to introduce national and/or support European restrictions on trade in goods with settlements which are illegal under international law.”
At the U.N. General Assembly on Tuesday, British Prime Minister Andy Burnham warned that the E1 settlement’s construction would “threaten to put a viable Palestinian state beyond reach.”
“We want to see the suffering and death finally come to an end,” Burnham added. “We want to see Israeli and Palestinian people living side by side in peace and security.”
Back in Washington, joining the four co-authors of the bill were 15 other senators who signed on as cosponsors, most of whom are likewise long-time allies of Israel but sharp critics of the Netanyahu government.
The co-sponsors include Michael Bennet of Colorado, Tammy Duckworth of Illinois, Martin Heinrich of New Mexico, Tim Kaine of Virginia, Mark Kelly of Arizona, Andy Kim of New Jersey, Jeff Merkley of Oregon, Chris Murphy of Connecticut, Patty Murray of Washington, Jack Reed of Rhode Island, Brian Schatz of Hawaii, Adam Schiff of California, Elissa Slotkin of Michigan, Chris Van Hollen of Maryland and Peter Welch of Vermont.
The liberal pro-Israel group J Street welcomed the legislation, with its president, Jeremy Ben-Ami, declaring “the end of the era in which right-wing Israeli governments could ignore U.S. demands to halt settlement expansion.”
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