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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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Board of Peace Publishes Roadmap for Gaza Peace Plan
Palestinians walk among piles of rubble and damaged buildings in Khan Younis in the southern Gaza Strip, Nov. 24, 2025. Photo: REUTERS/Ramadan Abed
The US-led Board of Peace has unveiled an ambitious roadmap aimed at bringing the Gaza war to an end, dismantling Hamas’s military capabilities, and replacing its rule with a new governance structure backed by international oversight and Palestinian technocrats.
The plan, presented by the Board of Peace’s director-general and high representative for Gaza, Nickolay Mladenov, marks the most comprehensive effort yet to convert a fragile ceasefire into a durable post-war agreement, one that requires Hamas’s disarmament as a necessary component for any political or economic future for the enclave.
Calling Hamas’s refusal to lay down its arms and relinquish control the “principal obstacle” to implementation, Mladenov told the UN Security Council in New York on Thursday that “reconstruction financing [for Gaza] will not follow where weapons have not been laid down. No investment, no movement, no horizon.”
US President Donald Trump set up the Board of Peace to oversee his plan to end the Israel-Hamas war in Gaza, a conflict started by the Palestinian terrorist group’s Oct. 7, 2023, invasion of and massacre across the Jewish state. The UN has recognized the board, although several countries opted not to join despite being invited to do so.
After Israel and Hamas agreed to a ceasefire in October, Israeli forces partially withdrew and now control at least 53 percent of Gazan territory, with Hamas ruling the rest of the Palestinian enclave and the vast majority of its residents. Talks to further the peace plan have stalled since then, with Hamas tightening its control over its part of Gaza, largely through a brutal crackdown, and working to rebuild its military capabilities.
“The risk is that the deteriorating status quo becomes permanent – a divided Gaza, Hamas holding military and administrative control over 2 million people across less than half the territory,” Mladenov told the Security Council.
His proposal calls for a strict sequencing of steps that conditions reconstruction and political transition on Hamas giving up its weapons and military infrastructure.
According to Mladenov’s presentation and supporters of the plan, rebuilding efforts cannot credibly proceed while an armed terrorist organization retaining control over territory, borders, and civilian life. Earlier this month, for example, Hamas members blocked international efforts to begin reconstruction work in Rafah, a city in southern Gaza, threatening contractors who were set to enter an area under Israeli control in coordination with Israeli and American forces to begin reconstruction work funded by the United Arab Emirates (UAE).
Mladenov contended that efforts to rebuild the infrastructure of Gaza will commence when “commitments to stop internal killings, prohibit reprisals, ban armed demonstrations, and end displays of armed force.”
“The faster implementation progresses, the faster Gaza can begin rebuilding homes, schools, hospitals, infrastructure, and economic life at scale,” he said.
Under the roadmap, Hamas would be required to surrender its heavy weapons, dismantle its tunnel networks, and withdraw from any governing role in Gaza. Security responsibilities would gradually shift toward vetted local Palestinian forces supported by international partners, in what is designed as a phased transition rather than an immediate power vacuum. Israeli officials and supporters of the framework have emphasized that this sequencing is essential to prevent a repeat of past cycles in which reconstruction and governance reforms were ultimately overtaken by renewed militarization.
The governance model outlined by the Board of Peace envisions Gaza being administered through a hybrid structure combining a Palestinian technocratic committee responsible for day-to-day civil affairs with an international supervisory body tasked with overseeing reconstruction funding, security benchmarks, and implementation of the broader transition plan. The aim, according to officials involved in the effort, is to bypass Hamas entirely while also avoiding a return to full Israeli administrative control, instead placing long-term coordination under an internationally backed framework.
Reconstruction itself would be tightly tied to compliance with security conditions, meaning that large-scale rebuilding of housing, infrastructure, and utilities would only accelerate once demilitarization milestones are met. The board has also been pressing donor countries to follow through on approximately $17 billion in pledged reconstruction funding, warning that only a small portion of those commitments has been disbursed so far, leaving early recovery efforts stalled despite widespread international promises.
That funding gap has emerged as one of the central obstacles to implementation. While donor states signaled major financial support during earlier conferences, officials say the lack of actual disbursement has left the plan underpowered at a critical moment, effectively freezing reconstruction on paper while humanitarian needs continue to persist on the ground.
Hamas, for its part, has rejected the framework’s core premise, insisting that disarmament cannot be separated from a full Israeli withdrawal and broader political guarantees. The group has accused international mediators of advancing a process that ignores what it describes as unresolved core issues of sovereignty and ceasefire enforcement, deepening the diplomatic deadlock that has defined previous attempts to stabilize Gaza.
Israel has said it will not withdraw its forces any further until Hamas, which openly seeks the Jewish state’s destruction, disarms.
Despite the ceasefire framework that underpins the Board of Peace initiative, the situation on the ground remains fragile, with sporadic violence, unresolved security disputes, and widespread displacement continuing to strain civilian life. Humanitarian conditions remain severe, and reconstruction has yet to meaningfully begin at scale, reinforcing the sense that the political framework and the realities in Gaza are still far apart.
In statements to the UN Security Council, Mladenov warned that intermittent violence in Gaza risks “unraveling” the unstable ceasefire.
“There is no third option,” he stressed. “There never was, and the people of Gaza should not be made to wait while some pretend there is.”
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Giuliani Says Mamdani Has ‘Hatred’ for Jews for Declining to Attend Israel Day Parade in New York City
Former Donald Trump lawyer and former New York City Mayor Rudolph Giuliani arrives at US federal court in New York City, US, Nov. 26, 2024. Photo: REUTERS/Brendan McDermid
Former New York City Mayor Rudy Giuliani has lambasted the city’s current mayor, Zohran Mamdani, for the latter’s decision not to attend the annual Israel Day parade, which is set to take place later this month.
“Mamdani’s decision to snub the Israel Day Parade demonstrates his deep disdain and hatred of the Jewish community,” Giuliani, a Republican, told the New York Post on Wednesday. “When you combine this with his failure to attend the investiture of the new Catholic Archbishop [Ronald Hicks], a pattern emerges, revealing a man on a mission to tear down the foundations of Western civilization.”
Mamdani, a far-left democratic socialist, has made fierce anti-Israel activism a cornerstone of his political career, leading many Jewish leaders and other critics to accuse him of antisemitism.
“Have New Yorkers awakened to the fact that they made a disastrous decision in November 2025 by electing this man?” added Giuliani, who served as New York City’s mayor from 1994 through 2001.
Mamdani confirmed earlier this month that he will skip this year’s Israel Day Parade. However, the avowed anti-Zionist first indicated that he would not attend the event in October 2025, the month before his election. At the time, he told the Jewish Telegraphic Agency that he looked forward “to joining — and hosting — many community events celebrating Jewish life in New York and the rich Jewish history and culture of our city,” but not including the parade.
“While I will not be attending the Israel Day Parade, my lack of attendance should not be mistaken for a refusal to provide security or the necessary permits for its safety,” Mamdani said last year. “I’ve been very clear: I believe in equal rights for all people — everywhere. That principle guides me consistently.”
Mamdani is reportedly the first mayor of New York City to skip the Israel Day Parade, which has been held annually since 1964. The parade takes place along Manhattan’s Fifth Avenue and is set this year for May 31 under the theme, “Proud Americans, Proud Zionists.”
For what is believed to be the first time in history, a Muslim group will march in the parade. Supporters of the nonprofit American Muslim & Multifaith Women’s Empowerment Council will participate and be led by Anila Ali, the organization’s board chair and president.
As a supporter of the boycott, divestment, and sanctions (BDS) movement against Israel, Mamdani has been highly critical of the country and has refused to recognize it as a Jewish state. New York City is home to the world’s largest population of Jews outside of Israel.
“Since the very first Israel Parade in 1964, every single sitting mayor of New York City has joined in the festive celebrations. New York has historically been proud of its deep relationship with Israel. Not joining the parade is an affront to the history of New York City,” Moshe Davis – former executive director of the Mayor’s Office to Combat Antisemitism, a body formed by Mamdani’s predecessor, Mayor Eric Adams – told Fox News Digital.
Adams told the news outlet that the Israel Day Parade “is a testament to one of New York City’s most important relationships.”
“From health care to technology to innovation, Israel and New York City are partners in building a better future,” he explained. “I want every New Yorker to join the Parade on Fifth Avenue because celebrating this bond isn’t just for the Jewish community; it’s for our entire city.”
Last week, Mamdani posted a video on social media in honor of “Nakba Day.” The word “nakba” is Arabic for “catastrophe” and used by Palestinians to describe Israel’s founding and the displacement of hundreds of thousands of Arabs during Israel’s 1948 War of Independence.
Many Arabs left for varied reasons, including that they were encouraged by Arab leaders to flee their homes to make way for the invading armies to destroy the nascent Jewish state. At the same time, about 850,000 Jews were forced to flee or expelled from Middle Eastern and North African countries in the 20th century, primarily in the aftermath of Israel’s declaring independence.
Several pro-Israel Jewish groups found the video posted by Mamdani offensive, and as a result, some Jewish leaders decided not to attend a pre-Shavuot event Mamdani hosted at Gracie Mansion in honor of Jewish Heritage Month.
The UJA Federation of New York and the Jewish Community Relations Council of New York, both of which are organizing the Israel Day Parade, declined to attend the gathering. They told the New York Post they made the decision because the event’s host is a mayor who “denies the core pillar of our heritage, the State of Israel as the homeland of the Jewish people.” At the event, Mamdani announced that his administration will allocate $26 million annually to expand efforts made by the city’s Office for the Prevention of Hate Crimes.
Since Mamdani assumed office, Jews have been targeted in the majority of all hate crimes committed in New York City, continuing a troubling trend of rising antisemitism following Hamas’s Oct. 7, 2023, massacre across southern Israel.
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Vermont Police Investigate Anti-Israel Vandalism of Jewish-Owned Store as Possible Hate Crime
Graffiti is seen on the windows of DG Bodyworks in Cavendish on Wednesday, May 20, 2026. The Vermont State Police has partially redacted profanity that appears on the window to the right. Photo: Vermont State Police
A Jewish woman’s store in Vermont was vandalized early Wednesday morning with anti-Israel graffiti in an incident that police are investigating as a possible hate crime.
“Free Palestine” and “F–k Israel” were spray-painted on the windows of DG Bodyworks, where Israeli flags were on display.
Vermont State Police said they are investigating the vandalism in the Windsor County town of Cavendish as a possible hate crime and will inform the Attorney General’s Office of the incident. Officers who responded to the crime scene reviewed security footage and saw an individual vandalizing the store with purple spray paint during the early hours of Wednesday morning. Police released a photo of the suspect, a white male who wore a cap and covered his face while spray-painting the messages.
Shop owner Denise Gebroe said that her store was targeted because she is Jewish and that while she was “shaken” to discover the graffiti, “I am OK and will not be broken.”
“This was an act of intimidation directed at me because I am Jewish,” she added, in a statement shared with The Algemeiner by Vermont Friends of Israel. “I made Vermont my home because I love it here, but it does not feel the same as it once did. Incidents like this are happening more than many people realize, and most go unreported. I fear for the future of the Jewish community here, and Jewish friends of mine have already left.”
In a statement given to The Algemeiner, Mark Treinkman, president of Vermont Friends of Israel, also called the vandalism an anti-Jewish hate crime and said such an incident “is the predictable consequence of a political campaign in Vermont that demonizes Israel and pressures local communities to treat Jews and Zionists as equivalent to Nazis.” He referenced an Apartheid Free Community campaign active in Vermont, promoted by the Palestine Solidarity Coalition, that is marketed locally as “grassroots activism.”
“When anti-Zionist activists tell people that Jews with deep spiritual, cultural, and familial ties to Israel are ‘baby killers’ and ‘genocide supporters,’ it sends a dangerous signal that intimidation against them is understandable, deserved, or even justified,” Treinkman noted. “History teaches us where this goes. First come campaigns of dehumanization, slogans, pledges, and public shaming. Now a Jewish woman’s storefront has been vandalized in rural Vermont.”
“Synagogues in Vermont have been sent death threats. Swastikas are found on Vermont school walls,” he added, referring to threatening letters sent to several local synagogues and antisemitism graffiti discovered at an elementary school last year. “Jewish students are bullied. What comes next if this is not confronted?”