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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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Canada Sees Record Surge in Antisemitic Incidents for Second Consecutive Year, New Report Finds
A member of law enforcement personnel works at the scene outside the US Consulate after shots were fired, in Toronto, Ontario, Canada, March 10, 2026. Picture taken with a mobile phone. Photo: REUTERS/Kyaw Soe Oo
Antisemitic incidents in Canada surged to a record high in 2025 for the second consecutive year, with 6,800 acts of anti-Jewish hate reported nationwide, underscoring a persistently hostile climate for Jews and Israelis across the country, according to newly released data.
On Monday, the Jewish advocacy group B’nai Brith Canada released its annual report on antisemitism documenting a 9.3 percent increase in hate crimes last year, surpassing the previous record total of 6,219 set in 2024.
With an average of 18.6 incidents per day, this latest figure represents a 145.6 percent increase from 2022, before the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
B’nai Brith Canada CEO Simon Wolle described the findings as a “national crisis,” warning that antisemitism has become increasingly normalized within Canadian society and calling on authorities to confront this rising hatred with stronger, sustained action.
“Our review of the past year’s antisemitic incidents must be understood as a wake-up call,” Wolle said in a statement. “Hate and extremism are a threat to Canadian democracy and civil society, not only to the Jewish community.”
According to the latest data, the report found that antisemitism has “metastasized” across all aspects of Canadian life, with the vast majority — 92 percent — of recorded incidents occurring in digital spaces, including 6,248 cases of online harassment.
Among the recorded cases, there were also 10 incidents of violence, 299 cases of vandalism, and 243 incidents of real-world harassment.
Online platforms have also seen a rise in Holocaust denial, with artificial intelligence being used to fabricate and distort historical narratives.
While geopolitical tensions in the Middle East have contributed to the surge, the report warns that antisemitism has moved beyond the “radical fringes,” pointing to troubling trends on university campuses and in public schools, where Jewish students and faculty increasingly report feeling vulnerable.
The trend appears to be continuing into 2026, with several high-profile attacks — including gunfire directed at three synagogues in Toronto last month, alongside vandalism targeting businesses and physical assaults — signaling an ongoing escalation of violence.
Richard Robertson, director of research and advocacy at B’nai Brith Canada, said many who describe themselves as “anti-Zionists” are in fact reviving long-standing tropes used to dehumanize Jewish people, warning that such narratives are increasingly being normalized in mainstream discourse.
“The fact of the matter is that when it becomes acceptable, and even popular, to demonize Zionists, Jewish communities suffer,” Robertson said in a statement.
This latest report came after Canada’s Senate last week released a separate assessment offering a comprehensive roadmap to counter rising Jew-hatred, calling for expanded law enforcement resources to investigate hate crimes, strengthened Holocaust education, and the implementation of digital literacy programs for youth.
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Smith College to Hold Talks With Students for Justice in Palestine Following Unauthorized Encampment
The “People’s University” encampment, established by Students for Justice in Palestine, on the campus of Smith College in April 2024. Photo: Screenshot
Smith College in Northampton, Massachusetts has granted Students for Justice in Palestine (SJP) a meeting with high-level officials in exchange for the group’s ending an unauthorized encampment established on campus to protest the board of trustees’ decision to reject a proposal inspired by the boycott, divestment, and sanctions (BDS) movement against Israel.
On April 18, SJP commandeered the Chapin Lawn and renamed it “The People’s University.” Armed with a litany of demands calling for “restructuring” Smith’s governance of its endowment, transferring power over the institution from administrators to faculty and students, and a “required course on race” informed by the divisive critical race theory discipline, the students initially vowed to dwell in the encampment indefinitely.
Over seven days, SJP hosted a series of anti-Israel themed events on “Palestinian resistance,” “Indigenous resistance,” and “organizing.” On other days, the group filled time with “listening sessions” and even provided dinner, suggesting that the encampment received financial support sufficient to feed dozens of college students. However, the mounting presence of public safety officers around the encampment site and little indication that the demonstration held the drawing power of encampments of previous academic years prompted SJP to consider settling for less than it wanted.
Additionally, the college had notified the group of being in violation of campus policies on peaceful assembly and threatened SJP with disciplinary sanctions, which the group described as “fear tactics.” Tamra Bates, director of student engagement, personally told the students they would be punished as “individuals” and, the group added, public safety officers addressed “at least one student” by their “full name.” After three days, paranoia took hold of the organizers, and they issued a prohibition on photography “at any time … especially of people’s faces.”
SJP ultimately agreed to enter negotiations with the college over email, a process which concluded with Smith College agreeing to hold a meeting with the group and college trustees “before the end of the semester.” The students decamped on Saturday.
Smith College has not responded to The Algemeiner‘s inquiry regarding the substance of the deal.
As previously reported, Smith College became one of the latest higher education institutions to see a class between anti-Zionists and administrators over institutional ties to Israel as college trustees neared a vote on what SJP titled the “ethical investment” proposal. Brimming with falsehoods, the document accused Israel of the crime of “femi-genocide,” which SJP described as “sexual and reproductive violence” and mass murder perpetrated against Palestinian women and girls. The enterprise continues a pattern of depicting Israel, the most progressive country in the Middle East, as a foe of left-wing causes and an enemy of liberalism.
Additionally, the proposal called on Smith to withdraw investments in armaments manufacturers while arguing that divestment from Israel is a prelude to divesting from fossil fuels, a subtle but common tactic in which far-left groups place Jews and Zionists at the center of an array of alleged conflicts and social maladies.
“Militarism and the use of explosive weaponry has a devastating impact on our climate: military carbon emissions from the ongoing occupation and genocide of Palestinians exceeds that of several countries combined,” the proposal said. “We face interconnected human rights crises at home and abroad that jeopardize our immigrant and international students, faculty, staff, and community members. Broader patterns of forced displacement are inseparable from climate change, and are fueled by a longer history of neoliberalization, securitization, and colonization.”
Citing fiduciary concerns, virtually all colleges asked to adopt BDS have rejected it.
In March 2025, Bowdoin College in Brunswick, Maine did so when its Board of Trustees voted to accept the counsel of a committee that recommended maintaining investment practices which safeguard the institution’s financial health and educational mission. In a report authored by the college’s Ad Hoc Committee on Investments and Responsibility, it said, “Interventions in the management of the endowment that are rooted in moral or political considerations should be exceedingly rare and restricted to those cases where there is near-universal consensus among Bowdoin’s community of stakeholders.”
Boston University rejected divestment the previous month, with its president, Melissa Gilliam, saying, “The endowment is no longer the vehicle for political debate; nevertheless, I will continue to seek ways that members of our community can engage with each other on political issues of our day including the conflict in the Middle East.”
Adopting divestment proposals dictated by anti-Zionist groups is a recipe for squandering tens of billions of dollars in endowment returns, according to a report published in September 2024 by the JLens investment network, an arm of the Anti-Defamation League (ADL).
Titled “The Impact of Israel Divestment on Equity Portfolios: Forecasting BDS’s Financial Toll on University Endowments,” the report said BDS would incinerate $33.21 billion of future returns for the 100 largest university endowments over the next 10 years, with Harvard University losing $2.5 billion and the University of Texas losing $2.2 billion. Other schools would forfeit over $1 billion in growth, including the University of Pennsylvania, Stanford University, and Princeton University. For others, such as the University of Michigan and Dartmouth College, the damages would total in the hundreds of millions.
Follow Dion J. Pierre @DionJPierre.
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Jewish Groups Blast Mamdani for Vetoing Bill to Limit Protests Near Schools
New York City Mayor Zohran Mamdani holds a press conference at the New York City Office of Emergency Management, as a major winter storm spreads across a large swath of the United States, in Brooklyn, New York City, US, Jan. 25, 2026. Photo: REUTERS/Bing Guan
Major Jewish organizations are sharply criticizing New York City Mayor Zohran Mamdani after he vetoed a bill aimed at limiting protests near schools, condemning the mayor for what they argue is a failure to protect Jewish students at a time of rising antisemitism.
The legislation, which passed the City Council with bipartisan support, would have created buffer zones around educational institutions to prevent obstruction, intimidation, and disruption during demonstrations. Supporters said the measure was a direct response to recent protests outside Jewish schools and community spaces that have left students feeling unsafe.
In statements following the veto, several Jewish advocacy groups said the mayor’s decision sends the wrong message amid a surge in antisemitic incidents across the city. They warned that without additional safeguards, Jewish students could remain vulnerable to harassment and disruption near their schools.
A group of leading Jewish organizations subsequently released a statement condemning the veto, saying they were “deeply disappointed” with the decision.
“This legislation represented a crucial step toward ensuring that every school and community institution can be better protected,” read the statement from UJA-Federation of New York, ADL New York/New Jersey, AJC New York, Conference of Presidents, JCRC-NY, New York Board of Rabbis, Orthodox Union, The Rabbinical Assembly, StandWithUs, Teach NYS, and the Union for Reform Judaism.
City Council Speaker Julie Menin condemned Mamdani’s veto.
“Ensuring students can enter and exit their schools without fear of harassment or intimidation should not be controversial,” Menin said.
New York City Councilmember Eric Dinowitz similarly criticized Mamdani, saying in a statement that the mayor had undercut his campaign promise to ensure the safety of Jewish New Yorkers.
“The mayor promised to keep New Yorkers safe and increase police transparency,” Dinowitz said. “By vetoing this bill, he is breaking yet another campaign promise.”
Jews for Racial and Economic Justice, a far-left and fringe anti-Zionist group, released a statement framing Mamdani’s veto as a victory for free speech rights.
The group wrote that Mamdani “further demonstrated his commitment to protecting New Yorkers’ First Amendment rights, and his refusal to endorse what is quite simply bad policy.”
“The ‘buffer zone’ bills are not about keeping New Yorkers safe. They are about silencing our voices,” the organization continued. “That they do so under the auspices of combating antisemitism doesn’t just add insult to injury; it actively endangers Jews. At best, these bills change little. At worst, they divide and silence New Yorkers and contribute to the broader political climate targeting protestors.”
Mamdani defended his decision, arguing that the bill’s language was overly broad and could infringe on constitutionally protected protest rights. He said the definition of educational institutions could extend beyond K-12 schools to include universities, museums, and other public-facing institutions, potentially restricting a wide range of demonstrations unrelated to antisemitism.
“As the bill is written, everywhere from universities to museums to teaching hospitals could face restrictions,” Mamdani said. “This could impact workers protesting ICE [US Immigration and Customs Enforcement], or college students demanding their school divest from fossil fuels, or demonstrating in support of Palestinian rights.”
The mayor also pointed to existing laws that already prohibit harassment, threats, and obstruction, suggesting the proposed measure was unnecessary and legally vulnerable.
Still, critics say those protections are insufficient in the current climate. They argue that recent demonstrations, particularly those tied to tensions over the Israel-Hamas war, have at times crossed into intimidation, and that clearer boundaries are needed to ensure student safety.
The backlash has put Mamdani at odds with some Democratic lawmakers and community leaders who had supported the bill. While he allowed a separate measure strengthening protections around houses of worship to become law, opponents say excluding schools from similar safeguards leaves a critical gap.
Skeptics also claim that the veto undercuts Mamdani’s previous vow to protect the local Jewish community amid a surge in antisemitic hate crimes in the Big Apple.
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.
The City Council could attempt to override the veto, though it would need to secure additional votes to reach a two-thirds majority.
The dispute highlights a broader national debate over how to respond to rising antisemitism while preserving First Amendment protections, as protests tied to global conflicts continue to unfold across the United States. For many Jewish leaders, however, the issue in New York is immediate and personal, and they say the mayor’s decision falls short of the moment.