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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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Do you suffer from ‘Israel Derangement Syndrome’? This ad says there’s a cure
It opens like a two-minute infomercial pulled off a 1990s VHS tape. Soft lighting, Clinton-era fashion, a narrator whose voice has the reassuring cadence of a prescription drug ad. “Do you or someone you love suffer from Israel Derangement Syndrome?” he asks.
The two-minute ad has become one of the most-shared clips on Jewish and pro-Israel social media this week — posted Wednesday morning, it garnered 2.6 million views on X by Thursday afternoon.
“Israel Derangement Syndrome” is presented like a real illness, complete with a fictional treatment center, the Clarity Center, and patients who describe “recovering.” The “symptoms” are a list of ways people criticize Israel and its supporters — bringing up the conflict unprompted, refusing to see any other issue in the world as important, being unable to acknowledge nuance. The “cure,” according to the ad, is just reading more and checking your sources. It ends with a rapid-fire list of side effects: “reading past the headline, a sudden interest in Middle East history, and a constant urge to touch grass.”
The ad’s target is obvious: people who are sharply critical of Israel. The name isn’t new. It’s modeled on “Trump Derangement Syndrome,” a term used to dismiss criticism of the president as pathology.
Why it lands the way it does
Anita Atwell Seate, a professor of communication at the University of Maryland who studies how people’s group identities shape the way they respond to criticism, called what’s happening in the video a textbook case of tribalism.
Our group memberships, she said, shape our psychological processes, since they’re so tied to our sense of self. That pushes us to process information in self-protective ways: “When we feel good about our social groups,” she said, “we feel good about ourselves.”
There’s a well-documented pattern researchers call the “intergroup sensitivity effect,” where people are far more willing to accept criticism from members of their own group than from people they see as outsiders. When criticism comes from outside, the instinct isn’t to engage with it; it’s to discredit whoever’s delivering it. “They’re deranged, they don’t understand facts,” Atwell Seate said, describing that reflex, which is more or less the whole premise of the ad.
She doesn’t see the video as an attempt at persuasion at all. “It doesn’t do anything to help change hearts and minds of the out-group,” she said “But it certainly does something important for the in-group, which is reify their beliefs.” Videos like this, she says, are like a pep talk — aimed at people who already agree, meant to bring them closer together.
Where it came from
It’s not entirely clear who actually made the video. What’s clear is that it was shared — and got millions of views — from an X account called the Trencher Broadcasting Company, whose bio reads: “Building the future of AI media. Mostly satire, always entertaining.” It appears to have been made with AI video tools, part of a broader wave of AI-generated political videos that have flooded social media this year.
TBC has posted this kind of thing before. Last week, the account shared an AI-fabricated video appearing to show Michigan Senate candidate Dr. Abdul El-Sayed and YouTube personality Ms. Rachel discussing Israeli “colonizers” with children — a conversation that never actually happened.
Ms. Rachel had, notably, donated to El-Sayed’s campaign, and both have been outspoken advocates for children in Gaza, which may have inspired the video.
The “Israel Derangement Syndrome” video ends with a display of fake contact info, which comes with its own punchline.
Call the phone number and it’s like spinning a roulette wheel. The first time I called, the robotic voice wanted to sell me a home security system. The second time: a medical alert device. And the third time, I got this message: “If you received a call displaying this telephone number on your caller ID, it has been spoofed, meaning the caller ID has been faked by a scammer trying to hide their actual telephone number. We are sorry this is occurring. Unfortunately, we cannot stop this from happening.”
The ad also promotes a website IDSHelp.org, a domain that was registered on Tuesday and redirects to DerekhLearning.com, the homepage of an AI-powered app for studying Torah and Talmud. It’s a fitting coda for a video built around telling people to check their sources.
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Did this field trip to a mosque violate the First Amendment? A group of Palo Alto parents think so.
A group of Jewish, Hindu and Zoroastrian parents and students are suing a California school district, alleging that a high school program’s field trip to a mosque — and no other houses of worship — violated the First Amendment.
The suit, brought forth by Community Members for Religious Neutrality in Public Schools – San Francisco Bay Area, focuses on two trips that were part of a social justice program at Palo Alto High School.
According to the complaint filed in the Northern District of California on August 7: “The district failed to maintain religious neutrality, failed to ensure equal treatment among faiths, failed to protect student privacy and failed to vet, supervise, and monitor religiously divisive outside speakers during the school-sponsored event.”
Community Members for Religious Neutrality in Public Schools nor the Palo Alto Unified School District immediately responded to requests for comment.
The trip was part of Palo Alto High’s Social Justice Pathway, where according to a promotional video, students in 10th through 12th grades take English and history courses “through a social justice lens rather than the standard analytical lens, where facts and dates are memorized.” Palo Alto High started the program in 2014.
Field trips around the Bay Area are a hallmark of the program, including travels to Angel Island, where many Asian immigrants arrived in the U.S. in the early 20th century, and to the San Francisco Museum of Modern Art. Students also have heard from a variety of speakers, including a Holocaust survivor and a Cambodian refugee.
The field trips to the mosque happened in 2022 and 2025. The plaintiffs include three Jewish Palo Alto High students, at least one of whom took part in the Social Justice Pathway.
The parent plaintiffs allege that the school had not fully informed them that their children were going to participate in “religiously inflected activity.”
According to the complaint, female students were encouraged to observe the customary dress code of wearing head coverings inside the mosque. They also observed a midday prayer, interacted with participants of a Quran memorization program, received Qurans as gifts and were “taught that Islam, in particular, promotes social justice,” the suit says.
“[The plaintiffs] belong to religious traditions that practice social justice,” the suit says. “The government’s endorsement of Islam in particular as a social justice faith denigrates their respective traditions and their identities as members of faith communities due equal treatment and appreciation within the District, State and country.”
The plaintiffs allege that the visit violated the First Amendment, since the public school was promoting a specific religion, and the 14th amendment, for elevating one religion over others.
A student at Palo Alto High who is part of the Social Justice Pathway disagreed, describing it as part of a broader religion unit.
“There was never a point on this trip where I felt in any way that the mosque or the school was trying to even suggest conversion,” he wrote in an Instagram comment on a local news post about the lawsuit. “The goal was obvious to us: Learn about an underrepresented religion present in our community.”
But plaintiffs also objected to the history of one of the speakers. Zahra Billoo, the executive director of the San Francisco Bay Area chapter of the Council on American-Islamic Relations (CAIR), who has faced allegations of antisemitism.
In 2019, Billoo was removed from the board of the Women’s March for past remarks she had made. She faced criticism for a 2021 Facebook post, where she warned against “polite zionists” like Hilllel and the Jewish federations, saying “they are not your friends.” A tweet of hers from October 7, 2023, following the Hamas-led terrorist attacks against Israel, also has faced scrutiny: “Pray for Gaza. We are witnessing decolonization,” she wrote.
In an emailed statement to the Forward, Billoo wrote, “Public schools have an obligation to remain neutral toward religion, but neutrality does not mean shielding students from learning about religion or religious communities.”
“Visiting a mosque, observing Muslims practice their faith, or learning about Islam is not the same as being compelled to practice Islam,” she wrote. “We are concerned that this lawsuit risks turning ordinary engagement with Islam and Muslims into something suspicious and could have a chilling effect on educators who want their students to learn about the diverse communities around them.”
But plaintiffs said allowing Billoo to speak with the students demonstrated negligence on the part of the school.
“Ms. Billoo was allowed unfettered access to students to advocate personal religious and political views without balancing perspective or adequate supervision.”
The school also allowed photos of the high schoolers to be taken at the event without parents’ permission, the suit says.
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Remains of last Israeli soldier missing from First Lebanon War’s Sultan Yacoub battle found
(JTA) — The remains of Yehuda Katz, the last Israeli soldier still missing from the 1982 Battle of Sultan Yacoub during the First Lebanon War, have been recovered after 44 years, the Israeli military said Tuesday, bringing to a close one of the country’s longest-running missing soldier cases.
Katz, a 22-year-old tank gunner and yeshiva student who disappeared just 10 days before he was due to complete his military service, was one of three soldiers whose fate was unknown for decades after Israeli forces became trapped by Syrian troops in Lebanon’s Bekaa Valley on June 11, 1982.
Twenty Israeli soldiers were killed and dozens more were wounded in the battle, with six initially listed as missing. Three were later returned or confirmed dead, leaving Katz, Zachary Baumel and Zvi Feldman as the only soldiers whose fate were unknown. The remains of Baumel and Feldman were recovered in separate operations in 2019 and 2025.
Katz’s remains were located during a special overnight operation carried out by the IDF in cooperation with Mossad and based on intelligence obtained in recent months. They were returned to Israel and military representatives informed Katz’s family of the discovery Tuesday morning.
For the soldiers who survived Sultan Yacoub, the news ended a wait that had followed them for much of their lives.
Avi Rath, who fought alongside Katz, said the unresolved fate of his comrade had stayed with him for decades. “The look on the family’s faces stays with you your entire life, a look that says, ‘You didn’t finish the job,’” Rath said in an interview on Tuesday with KAN public radio’s “Kalman Liberman” program. “Thank God, this closes a circle and resolves some of the uncertainty, but there is also great pain. It weighs on our conscience.”
Katz had studied in the Hesder program at Yeshivat Kerem B’Yavneh, combining Torah study with military service. According to the yeshiva, he slept barely four hours a night while immersed in his studies. He had planned to become a rabbi and teach at a yeshiva after completing his military service.
On the night before the battle, Katz gathered fellow soldiers around him and taught them Maimonides’ laws governing the conduct of Jewish soldiers in battle, the yeshiva said on its website. He then led them in singing Psalm 23, including the verse about walking through the valley of the shadow of death.
This article originally appeared on JTA.org.
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