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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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Belgium Joins South Africa’s Genocide Case Against Israel at UN Court
A general view inside the International Court of Justice (ICJ), at the start of a hearing where South Africa requests new emergency measures over Israel’s operations in Rafah, in The Hague, Netherlands, May 17, 2024. Photo: REUTERS/Yves Herman
Belgium officially became the latest country to join South Africa’s genocide case against Israel at the United Nations’ top court on Tuesday, as international pressure mounts on the Jewish state despite a US-backed ceasefire that has so far paused the two-year conflict in the Gaza Strip.
The International Court of Justice (ICJ) announced that Brussels has requested to join the South African case by filing a declaration of intervention, allowing it to participate without being the original plaintiff.
Belgium joins several other countries in the case, including Brazil, Colombia, Ireland, Mexico, Spain, Turkey, Cuba, Libya, Bolivia, the Maldives, Chile, and “Palestine.”
Earlier this year, South Africa vowed to continue its genocide case against Israel despite the ceasefire in Gaza, the most significant effort yet to halt the two-year Middle Eastern conflict.
Speaking before parliament in Cape Town, South African President Cyril Ramaphosa affirmed that the US-backed peace deal “will have no bearing” on the ongoing legal proceedings against the Jewish state.
Ramaphosa promised to continue seeking “justice for the people of Gaza,” while reiterating false accusations that Israel committed genocide under international law during its defensive military campaign against the Palestinian terrorist group Hamas.
Israel has strongly rejected all allegations of genocide, calling South Africa’s case “baseless” and “politically motivated.”
Ramaphosa’s continuing push comes amid ongoing international pressure, with the US, South African political leaders, and the local Jewish community all expressing opposition to his government’s actions, accusing it of pursuing an anti-Israel campaign instead of addressing the country’s own pressing issues.
Since December 2023, South Africa has been pursuing its case at the ICJ accusing Israel of committing “state-led genocide” in its defensive war against Hamas in Gaza.
Israeli leaders have condemned the case as an “obscene exploitation” of the Genocide Convention, noting that the Jewish state is targeting terrorists who use civilians as human shields in its military campaign.
Meanwhile, South Africa’s Jewish community have lambasted the case as “grandstanding” rather than actual concern for those killed in the Middle Eastern conflict.
Last year, the ICJ ruled there was “plausibility” to South Africa’s claims that Palestinians had a right to be protected from genocide.
However, the top UN court did not make a determination on the merits of South Africa’s allegations, which may take years to go through the judicial process, nor did it call for Israel to halt its military campaign.
Instead, the ICJ issued a more general directive that Israel must make sure it prevents acts of genocide. The ruling also called for the release of the hostages kidnapped by Hamas during the terrorist group’s invasion of and massacre across southern Israel on Oct. 7, 2023.
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US Professor Who Was Suspended After Calling for ‘War on Israel’ Requests Reinstatement in Lawsuit
Illustrative: A student puts on their anti-Israel graduation cap. Photo: Angelina Katsanis via Reuters Connect
A University of Kentucky professor who is serving an interim suspension for promoting an antisemitic petition which called for “Palestine everywhere from the Jordan River to the Mediterranean See” on Friday asked a US federal judge to reinstate him even as an investigation into his remarks is ongoing.
The instructor, Ramsi Woodcock, teaches at the University of Kentucky J. David Rosenberg College of Law. In July, he shared a petition which implored “every country in the world to make war on Israel until such time as Israel has submitted permanently and unconditionally to the government of Palestine.” Using a variation of the “from the river to sea, Palestine will be free” slogan that has become a signature of anti-Zionist groups around the world, he echoed language that has been widely recognized as calling for the destruction of Israel, the world’s lone Jewish state.
Woodcock also self-identifies as an “antizionist scholar of law and economics” on his website, where he introduces himself as a scholar “who recognizes that my country is currently committing a genocide of Palestinians through the colony that we maintain in Palestine called the ‘State of Israel.’” The academic goes on to state, “I oppose the genocide and the existence of that colony. I believe that the international community has a moral and legal duty to go to war to liberate Palestine and end Israel.”
The University of Kentucky responded to the incident in July by suspending Woodcock and banning him from campus, citing his “disturbing conduct” and “calling for the destruction of a people based on national origin.” In reaching a decision, the university drew from state guidance based on the International Holocaust Remembrance Alliance (IHRA) definition of antisemitism as well as its own principles.
“We condemn any call for violence and the views expressed online certainly do not represent the institution’s views. They express hate,” university president Eli Capilouto said in a statement. “While someone in his or her personal capacity may be free to express themselves, the university is also free to make clear that the individual’s personal views are not those of our community.”
Citing the university’s obligations under Title VI of the US Civil Rights Act, he added, “Let me be clear: the views expressed by this employee, if accurately attributed, are repugnant. Importantly, too, if such individual expressions threaten the safety and well-being of the university’s students and staff, we are obligated to act to protect our community and our people.”
Woodcock sued the university in November, arguing that the decision to suspend him violates his First Amendment rights and “degrades the quality of education the University of Kentucky.”
In his latest legal action, Woodcock, testifying on Friday at the US District courthouse in Lexington, Kentucky during an evidentiary hearing, demanded to be allowed to teach during this upcoming spring semester and denied the allegations against him. For its part, the university continues to pay his salary but maintains that he must remain inactive until it concludes its investigation into his alleged misconduct.
The judge presiding over the case, Danny C. Reeves, did not issue a ruling, as he is awaiting the filing of two additional motions calling for the lawsuit’s dismissal or abeyance, pending the outcome of the university’s investigation. According to the Kentucky Lantern, he did say in court that Woodcock’s team has failed so far to show a “nickel’s worth of harm.”
Following the hearing, the university said, “We were pleased to defend the university’s decisions to investigate Professor Woodcock and to reassign him during the investigations.”
Woodcock is not the first professor to face disciplinary sanctions for using the campus as a platform for calling for violence against Jews.
In September, Cornell University canceled the course of a professor who according to the school violated federal anti-discrimination law when he expelled an Israeli student from class. Later, the professor reached an agreement with the administration which allowed him to retire rather than serve out his punishment.
According to a recent survey conducted by the Anti-Defamation League (ADL) and the Academic Engagement Network (AEN), university faculty and staff have exacerbated the antisemitism crisis on US college campuses by politicizing the classroom, promoting anti-Israel bias, and even discriminating against Jewish colleagues.
The actions by faculty provided an academic pretext for the relentless wave of antisemitic incidents of discrimination and harassment which pro-Hamas activists have perpetrated against Jewish and Israeli members of campus communities since the Hamas-led Oct. 7, 2023, massacre across southern Israel, according to the survey, released in September.
The survey of “Jewish-identifying US-based faculty members” found that 73 percent of Jewish faculty witnessed their colleagues engaging in antisemitic activity, and a significant percentage named the Faculty and Staff for Justice in Palestine (FSJP) group as the force driving it. Of those aware of an FSJP chapter on their campus, the vast majority of respondents reported that the chapter engaged in anti-Israel programming (77.2 percent), organized anti-Israel protests and demonstrations (79.4 percent), and endorsed anti-Israel divestment campaigns (84.8 percent).
Additionally, 50 percent of respondents said that anti-Zionist faculty have established de facto, or “shadow,” boycotts of Israel on campus even in the absence of formal declaration or recognition of one by the administration. Among those who reported the presence of such a boycott, 55 percent noted that departments avoid co-sponsoring events with Jewish or pro-Israel groups and 29.5 percent said this policy is also subtly enacted by sabotaging negotiations for partnerships with Israeli institutions. All the while, such faculty fostered an environment in which Jewish professors were “maligned, professionally isolated, and in severe cases, doxxed or harassed” as they assumed the right to determine for their Jewish colleagues what constitutes antisemitism.
In September 2024, AMCHA Initiative, an education nonprofit, published a groundbreaking study which showed that the FSJP is fueling antisemitic hate crimes, efforts to impose divestment on endowments, and the collapse of discipline and order on college campuses. Using data analysis, AMCHA researchers said they were able to establish a correlation between a school’s hosting an FSJP chapter and anti-Zionist and antisemitic activity. For example, the researchers found that the presence of FSJP on a college campus increased by seven times “the likelihood of physical assaults and Jewish students” and increased by three times the chance that a Jewish student would be subject to threats of violence and death.
Follow Dion J. Pierre @DionJPierre.
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At Least 20% of Mamdani Transition Appointees Have Radical Anti-Zionist Ties, ADL Report Finds
New York City mayor-elect Zohran Mamdani holds a press conference at the Unisphere in the Queens borough of New York City, US, Nov. 5, 2025. Photo: REUTERS/Kylie Cooper
Scores of New York City Mayor-elect Zohran Mamdani’s transition and administrative appointees have histories of antisemitic rhetoric, support for terrorist groups, or affiliations with organizations hostile to Israel and the Jewish community, according to a new report by the Anti-Defamation League (ADL).
In a detailed document released this week, the ADL said it reviewed more than 400 individuals appointed on Nov. 24 to serve on 17 transition committees responsible for staffing the incoming administration and shaping its policy agenda. The ADL said at least 20 percent of these appointees have either a “documented history of making anti-Israel statements” or ties to radical anti-Zionist organizations that “openly promote terror and harass Jewish people.” Among these groups are Students for Justice in Palestine (SJP), Jewish Voice for Peace (JVP), and Within Our Lifetime (WOL), all of which routinely glorify the Palestinian terrorist group Hamas terrorist group, harass Jewish students on campus, and stage protests outside synagogues.
According to the ADL, Mamdani’s appointees include individuals who have promoted classic antisemitic tropes, vilified supporters of Jewish self-determination, sought to undermine the legitimacy of Israel, expressed sympathy for Hamas, and celebrated the Oct. 7, 2023, massacre carried out by the Iran-backed terrorist group. Several appointees were also flagged for alleged connections to Nation of Islam leader Louis Farrakhan, who has compared Jews to termites, described Judaism as a “dirty religion,” called the Jewish people “Satan,” publicly questioned the Holocaust, shared anti-Israel conspiracy theories, and blamed Jews for pedophilia and sex trafficking. Others, according to ADL, dismissed reports of Hamas atrocities as “propaganda” or publicly justified the Oct. 7 atrocities as a form of justified “resistance.”
The ADL said, for example, that Gianpaolo Baiocchi, who was recently appointed to the Committee on Community Organizing, participated in an anti-Israel encampment at New York University (NYU). He defended the encampments, claiming that “there was no expression of anti-semitism [sic], bigotry, or any hate speech.” However, previous reports of these encampments reveal that demonstrators often used slogans such as “Destroy Zionist business interests everywhere,” “Death to Israeli real estate,” “Enough with de-escalation trainings; where are the escalation trainings?” and “Death to America.”
Zakiyah Shaakir-Ansari, who was tapped to the Committee on Youth & Education, posted a picture of herself posing in front of a banner displaying an inverted red triangle — a common symbol at pro-Hamas rallies used by the Palestinian terrorist group in its propaganda videos to indicate Israeli targets about to be attacked — and the words “long live the resistance” written in large font.
Alina Shen, who was selected to serve on the Committee on Housing, was an organizer for the anti-Israel organization CAAAV: Organizing Asian Communities. During her tenure, CAAAV labeled Israel a “settler colonial” entity and affirmed that “resistance” against the country is justified.
“We support the Palestinian revolt against the zionist [sic], colonial power of israel [sic]…CAAAV stands in solidarity with the people of Palestine, the freedom fighters who are fighting for their future,” the organization wrote during the 2021 Israel-Hamas war.
Additionally, several transition appointees have expressed vocal support for Farrakhan. Jacques Léandre, tapped to join the Committee on Legal Affairs, attended a 2022 Saviours’ Day conference in which Farrakhan lambasted “the Jews and their power.” He also lauded Farrakhan for displaying “courage, integrity, and compassion.”
Tamika Mallory, the former Women’s March co-chair who was forced out of the organization amid allegations of antisemitism, was also appointed to Mamdani’s transition team, to serve on the Committee on Community Safety. She has faced ongoing criticism for her praise of Farrakhan.
Mysonne Linen, appointed to the Committee on the Criminal Legal System, also maintains a personal relationship with Farrakhan, according to the ADL.
“Many of Mayor-elect Mamdani’s Transition Committee appointments are inconsistent with his campaign commitments to prioritize the safety of New York’s Jewish community,” the ADL wrote in its report. “The composition of these Transition Committees will directly influence the administration’s policies and approach to Jewish community concerns, and the current appointments raise serious questions as to whether those concerns will not be adequately represented or addressed.”
At the same time, the ADL acknowledged several steps taken by Mamdani that it described as positive. Following a deadly antisemitic shooting at a Hanukkah celebration in Sydney, Australia earlier this month, Mamdani condemned the attack as “a vile act of antisemitic terror” and pledged to keep Jewish New Yorkers safe. He also visited the resting place of Chabad-Lubavitch leader Rabbi Menachem Mendel Schneerson in Queens and met with leaders of the Satmar community and the New York Board of Rabbis.
Still, Jewish leaders remain concerned. After meeting with Mamdani, Rabbi Ammiel Hirsch of New York’s Stephen Wise Free Synagogue warned that the mayor-elect’s anti-Zionist rhetoric could endanger Jewish safety in the city and strain relations with the Jewish community.
Mamdani, a far-left democratic socialist and anti-Zionist, is an avid supporter of boycotting all Israeli-tied entities who has been widely accused of promoting antisemitic rhetoric. He has repeatedly accused Israel of “apartheid” and “genocide”; refused to recognize the country’s right to exist as a Jewish state; and refused to explicitly condemn the phrase “globalize the intifada,” which has been associated with calls for violence against Jews and Israelis worldwide.
Leading members of the Jewish community in New York have expressed alarm about Mamdani’s victory, fearing what may come in a city already experiencing a surge in antisemitic hate crimes.
A Sienna Research Institute poll released in early November revealed that a whopping 72 percent of Jewish New Yorkers believe that Mamdani will be “bad” for the city. A mere 18 percent hold a favorable view of Mamdani, according to the results, while 67 percent view him unfavorably.