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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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Iran Expected to Ramp Up Chemical, Biological Weapons Programs
Symbolic mock-ups of Iranian missiles are displayed on a street, amid the US-Israeli conflict with Iran, in Tehran, Iran, March 22, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
Amid sustained international scrutiny of Iran’s nuclear program, missile development, and regional proxy network, new assessments point to a quieter and more troubling front as allegations grow that Tehran may be expanding work related to chemical and biological weapons capabilities.
According to a new report from the Begin-Sadat Center for Strategic Studies at Bar-Ilan University in Israel, the Islamist regime in Iran may be advancing efforts to significantly develop its chemical and biological weapons programs — a move experts warn would pose serious risks not only to Israel but also to the wider region and the Iranian population itself.
Iran’s chemical and biological research programs allegedly focus on a range of toxic agents, including blister agents like mustard gas, nerve agents such as sarin and Novichok, and substances that attack the lungs or blood and can cause suffocation.
These reportedly also include biological threats such as anthrax, ricin, and botulinum toxins, as well as certain viruses, all of which can cause severe illness or death by disrupting the body’s nervous system, organs, or immune response.
Israeli officials have previously warned that the Iranian government has been developing dual-use chemicals, with both civilian and military applications, and may be channeling them to its regional proxy terrorist forces, raising fears they could be used to intensify proxy conflicts and destabilize the wider Middle East.
Tehran is also suspected of having used such agents to help suppress the nationwide anti-government protests earlier this year, which were violently crushed by security forces in a crackdown that left tens of thousands of demonstrators tortured, imprisoned, or killed.
Similar allegations have repeatedly emerged in the past, adding to a wider pattern of reported abuses against civilians and violations of human rights.
According to a report from Iran International, a medical staff member in Karaj said some detainees released during the January protests had reported body aches, lethargy, weakness, loss of appetite, nausea, and vomiting — all symptoms that may indicate possible drug-related poisoning.
Iran first began developing chemical weapons-related capabilities in the 1980s. In recent years, those efforts have reportedly evolved to include pharmaceutical-based agents and other compounds designed for incapacitation or riot control.
US government assessments have indicated for decades that Iran has been researching and developing chemical agents, including anesthetic compounds designed to incapacitate individuals by targeting the central nervous system.
These reports point to Iran’s academic sector playing a key role in this area, with Imam Hossein University and Malek Ashtar University of Technology — military-linked institutions associated with the Islamic Revolutionary Guard Corps and the Ministry of Defense — reportedly conducting research since at least 2005 into chemical agents designed for incapacitation.
Since the start of the war earlier this year, the Israeli Air Force has carried out sustained strikes targeting sites linked to chemical weapons research, development, and production, aiming to disrupt facilities embedded within Iran’s broader military-industrial infrastructure and associated pharmaceutical-based programs.
Even though Tehran has long denied pursuing chemical or biological weapons and remains a party to the Chemical Weapons Convention, Western governments continue to accuse the regime of violating international norms.
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Germany Reports ‘New Normal’ of Antisemitism as Islamist and Left-Wing Extremist Networks Fuel Rising Threats
Graffiti reading “Kill all Jews” was discovered on a residential building in Berlin-Pankow on April 26, 2026, part of a wave of antisemitic vandalism reported across the German capital over the past week, including swastikas and other hate-filled slogans scrawled on multiple sites. Photo: Screenshot
Germany is confronting what Jewish leaders describe as a “new normal” of antisemitism, with nearly half of Jewish communities across the country reporting incidents and officials warning that Islamist and left-wing extremist networks are driving a surge in hostility amid ongoing Middle East tensions.
According to a new survey released on Friday by the Central Council of Jews in Germany, 46 of more than 100 Jewish communities nationwide have been targeted in antisemitic incidents, underscoring the growing scale and urgency of the crisis.
Among the most commonly reported incidents were verbal abuse, threatening phone calls, hate speech, property damage, and antisemitic graffiti, with 68 percent of respondents saying they feel “very unsafe.”
“Following the explosive rise in antisemitism after Oct. 7, a ‘new normal’ has emerged,” Central Council President Josef Schuster said in a statement, referring to the Hamas-led invasion of and massacre across southern Israel over two years ago.
“A situation in which Jewish communities require constant protection and antisemitism has become normalized as part of the public sphere,” he continued.
In the wake of the recent war with Iran, 62 percent of respondents said their sense of insecurity has further intensified.
“This finding clearly shows that the war in the Middle East was always just a pretext, never a reason for antisemitic attacks and hate speech in Germany,” Schuster said.
Only 35 percent of respondents reported feeling a sense of solidarity and support from broader society, underscoring a widespread perception of isolation.
Even though religious and communal life continues largely with only minor restrictions in most communities, many Jews increasingly avoid displaying visible signs of their identity in public.
“Things that used to be taken for granted — openly wearing religious symbols, walking carefree to the synagogue — are now often accompanied by caution and more conscious consideration. At the same time, the emotional strain has increased significantly,” said one unnamed survey participant, according to the Central Council.
Amid a sharply deteriorating security climate in Germany, officials warn that surging antisemitism and hostility toward Israel are increasingly being driven by Islamist networks and left-wing extremist groups, with threats against Jewish and Israeli communities intensifying nationwide.
According to a study by the Hessian State Office for the Protection of the Constitution, Islamist and left-wing extremist actors are exploiting the Middle East conflict and rising regional tensions to spread antisemitic rhetoric, contributing to an increase in violence and harassment against Jews and Israelis.
The newly released report warns that such antisemitic narratives have become a central mobilizing force since the Oct. 7 atrocities, shaping public discourse and being used to justify acts of violence and intimidation.
“Antisemitism is no longer an isolated phenomenon, but a cross-cutting issue that connects various extremist groups,” the study notes.
After more than two years of escalation, German officials warn that the threat to Jewish life has risen dramatically, with antisemitic hate speech surging as extremist actors deliberately exploit the war in Gaza for propaganda.
The report points to extremist groups merging anti-imperialist ideology with entrenched antisemitic narratives in their propaganda around the Israel–Hamas war, including claims of a “genocide in Gaza,” depictions of the Jewish state as a “colonial power,” and labels such as “child murderer.”
These narratives are being used to justify violence against Israel and to exploit the humanitarian crisis to increase hostility and advance their agenda.
German Interior Minister Roman Poseck, who commissioned the report, warned of a deteriorating social climate, saying that “antisemitic sentiments are becoming increasingly intolerable, even in public spaces.”
“Antisemitism is one of the greatest threats to our social cohesion – especially from Islamism and the left-wing extremist spectrum,” the German official said in a statement.
“I am deeply ashamed of what Jews in Germany have to endure 80 years after the end of the Second World War,” he continued. “We Germans, in particular, bear a lasting responsibility never to forget what happened.”
According to Germany’s Radicalization Monitoring System and Transfer Platform, 45 percent of Muslims under the age of 40 in the country show an inclination toward Islamism — defined as support for Islamist ideas, preference for Sharia-based principles over the constitutional order, and the presence of antisemitic prejudices.
Among those surveyed, 23.8 percent view an Islamic theocracy as the most desirable form of government.
Even though right-wing extremism may be less normalized in mainstream discourse, the study warns it “remains a danger, as antisemitic prejudices and conspiracy myths continue to be deliberately spread there as well.”
The western German state of Hesse has seen a particularly visible surge in antisemitic expression, with chants such as “Child-murderer Israel,” “From the river to the sea,” and “Resistance is international law” heard at pro-Palestinian demonstrations, across social media, and on university campuses.
The study notes that these narratives act as a unifying thread, bringing together Islamist, left-wing, and right-wing extremists who adopt similar rhetoric to reinforce shared enemies and legitimize violence.
Notably, the German Left Party has repeatedly been at the center of controversy and public outrage over its continued use and promotion of anti-Israel rhetoric, reinforcing a recurring pattern of incidents within its ranks that have sparked allegations of antisemitism.
Last year, the party’s youth wing passed an anti-Israel resolution labeling the world’s lone Jewish state a “colonial and racist state project.”
More recently, Andreas Büttner, the commissioner for antisemitism in the state of Brandenburg in northeastern Germany, resigned from the Left Party, citing a rise in antisemitism within the ranks, relentless personal attacks, and a party climate that has become intolerable.
Beyond extremist circles, the report also points to antisemitism extending across segments of society, finding resonance in mainstream discourse where it is often disguised as legitimate criticism of Israel.
“This is shifting the boundaries of what society considers acceptable, normalizing antisemitic thinking while trivializing, legitimizing, and in some cases even glorifying violence against Jews,” the study says.
Earlier this month, the Hesse government introduced new legislation that would criminalize denying Israel’s right to exist, as authorities move to confront a surge in anti-Israel demonstrations and a growing tide of antisemitic rhetoric and attacks that have intensified pressure on Jewish communities across the country.
The proposed legislation would close what officials describe as a legal loophole by explicitly criminalizing the denial of Israel’s right to exist, with penalties of up to five years in prison or a fine, aligning it with existing provisions that punish Holocaust denial.
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Hasan Piker Campaigns With Pennsylvania Democrat as Star Rises Despite Antisemitism Controversies
Hasan Piker. Photo: Wikimedia Commons
Tensions in Philadelphia intensified this week after Pennsylvania state Rep. Chris Rabb, a Democrat running for US Congress, appeared on a livestream hosted by far-left commentator Hasan Piker, drawing criticism from political opponents and some Jewish community leaders over Piker’s expressed hostility toward Israel and support for foreign terrorist groups such as Hamas and Hezbollah.
Rabb, who is seeking the Democratic nomination in Pennsylvania’s 3rd Congressional District, joined Piker’s widely watched online broadcast as part of an effort to reach younger, digitally engaged voters. The district, a safely Democratic seat centered in Philadelphia, is expected to be decided in the primary, where Rabb faces a competitive field that includes state Sen. Sharif Street and physician Ala Stanford.
Piker arrived in Philadelphia from Los Angeles to help Rabb fundraise for the campaign and joined him for a rally. While talking with Piker on the livestream, Rabb addressed backlash over his decision to meet with the streamer, dismissing his critics as being motivated by racial animus.
“I’m going to be slammed for even talking to you,” Rabb told Piker. “But there’s a double standard, because as a Black progressive, I can’t do this. I’m part of the problem or whatever.”
During the livestream, Rabb discussed progressive policy priorities and his campaign message. But the appearance quickly became a flashpoint in the race, as critics pointed to Piker’s history of inflammatory comments.
“Hasan Piker has a documented record of statements that we find deeply troubling,” said Jason Holtzman, chief of the Jewish Community Relations Council at the Jewish Federation of Greater Philadelphia. “He dismissed the sexual violence of [Hamas’s attacks on Israel on Oct. 7, 2023]. He called Orthodox Jews ‘inbred.’ He compared Zionists to Nazis. He characterized Hamas as preferable to the state of Israel.”
Holtzman added, “These are not edgy opinions. They are statements that minimize Jewish suffering, dehumanize Jewish people, and normalize violence against Jews and the Jewish state.”
Since entering the race, Rabb has attempted to establish the Israel-Hamas conflict as a central feature of the competition. He has lambasted his opponents for stopping short of accusing Israel of committing “genocide” in Gaza and has repeatedly pressed other Democrats on where they stand on the conflict.
Ala Stanford, an establishment Democrat who is widely considered the favorite in the race, has refused to accuse Israel of “genocide” and has stated that such accusations are harmful to the local Jewish community.
Piker, a prominent left-wing streamer with a large following on platforms like Twitch, has previously drawn backlash for rhetoric which critics say crosses into antisemitism. In addition to repeatedly praising Hamas, he has even said “it doesn’t matter” if sexual assault took place during the terrorist group’s Oct. 7, 2023, invasion of and massacre across southern Israel.
This week, US Reps. Josh Gottheimer (D-NJ) and Mike Lawler (R-NY) introduced a bipartisan resolution that condemns “antisemitic, hate-filled rhetoric and content” promoted by Piker and podcaster Candace Owens.
Piker has denied accusations of antisemitism.
“They are once again conflating legitimate critics of Israel with actual antisemites,” he told the Jewish Telegraphic Agency (JTA) in response to this week’s resolution in Congress. “They would rather complain about fake antisemitism in defense of Israel than call out the real sources of Jew hatred with a full chest. I have spent my entire career combating all forms of bigotry including antisemitism and will continue to do so in spite [of] this cynical ploy to satisfy donors.”
Most recently, Piker has come under fire for praising Graham Platner, the presumptive Democratic nominee for US Senate in Maine, for previous Reddit comments in which he complimented Hamas.
During Thursday’s rally in Philadelphia, Piker urged the crowd to help Rabb secure the congressional seat instead of a “do nothing Democrat” who would not accuse Israel of committing “genocide” in Gaza.
The controversy underscores how the Israel-Hamas conflict has become a defining issue in Democratic primaries across the country, exposing deep divisions within the party. In Philadelphia, where there is a significant Jewish population, candidates have faced increasing scrutiny over their positions and associations. However, the district, which is disproportionately Black and lower income, is unlikely to be heavily swayed by the conflict in Gaza when considering their vote.
Rabb’s campaign defended Piker’s appearance, framing it as an effort to broaden political participation and engage younger voters who consume news and commentary online rather than through traditional media outlets.
Further, the episode highlights a broader shift in campaign strategy, as candidates increasingly turn to digital influencers to expand their reach. But it also illustrates the risks of entering highly polarized online spaces, where associations can quickly become liabilities.
Over the past few weeks, Piker has traversed across the country, appearing alongside a litany of rising progressive stars during fundraisers and rallies. Recently, he appeared at the University of Michigan alongside the controversial Senate candidate Abdul El-Sayed. Similar to Rabb, El-Sayed has accused Israel of “genocide” in Gaza. The Senate candidate has also come under criticism for seemingly sympathizing with a Hezbollah-linked terrorist who attempted to attack a Michigan synagogue in March.