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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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What rabbinic wisdom taught me in the wake of the BAFTA scandal
When I woke up Monday, the first message I saw was from a friend asking if I’d seen the “Sinners Tourette’s thing from the BAFTAs.” The “Sinners Tourette’s thing” took place Sunday night, when John Davidson, the subject of the BAFTA-nominated film I Swear, about living with Tourette’s, shouted the N-word while Black Sinners actors Michael B. Jordan and Delroy Lindo presented an award.
This sparked thoughtful online conversations about racism and understanding coprolalia, a form of Tourette’s that presents as involuntarily uttering obscenities. It also led to criticism of BAFTA and the BBC for not intervening after the reportedly slur was thrown at other attendees earlier and for censoring a pro-Palestine statement but not the N-word (a BBC spokesperson said the statement was cut for time and has now censored the slur on the BBC iPlayer video of the BAFTAs).
Of course, productive dialogue online was overshadowed by vitriolic racism and ableism attempting to villanize both parties involved.
As I read about the controversy, I was reminded of ona’at devarim, a Talmudic prohibition against verbally harming someone else, through purposefully shaming them, spreading gossip or giving bad advice.
The embarrassment here, to me, appears twofold. Shaming Davidson could have further embarrassed him. But Jordan and Lindo had already been publicly embarrassed, and that needed to be rectified.
When is publicly calling out behavior useful — such as establishing boundaries around slurs — and when is it vengeful? And how much does intent versus impact matter?
I reached out to several rabbis to learn how Jewish values could help me understand this situation — and how to think about accountability when a billion people can see your mistakes in a matter of seconds.
Rabbi Shais Rishon, known by his pen name MaNishtana, leads the congregation Ohel Eidot CHeMDaT’’A, a D.C. synagogue for African American and Caribbean Jews. In our conversation, he noted that many people were embracing racism or ableism, when they should be acknowledging the situation’s nuances.
“There’s a lot of little parts here and in these kinds of conversations. I always say it’s important to move into them with three sort of goal posts in mind,” said Rishon. “The first is that multiple things can be true at the same time. Second is multiple things can be wrong at the same time. And the third is explaining how to make this work so it doesn’t absolve from accountability or agency.”
Rabbi Lauren Tuchman, who focuses on disability access and inclusion in the Jewish world, emphasized making sure accountability is not overlooked.
“Sometimes I actually worry that the standards are not applied appropriately when harm happens when a disabled person causes the harm,” said Tuchman, who is a fully blind person. “You don’t want a situation where any kind of apology is like meeting the needs of the offender and not at all meeting the needs of those who are harmed.”
Even so, everyone’s unique situation must be accounted for. Both Tuchman and Rishon believed Davidson should apologize to Jordan and Lindo, but cautioned against mistaking Davidson owning what he did as him admitting to having done it on purpose.
“Nothing can be universalized here and everything is so case-specific, especially when that offensive speech is actually not in this person’s control,” said Tuchman.
Tuchman noted that everyone is entitled to their feelings when met with offensive language, even if it’s unintentional, something she has dealt with a lot. Sometimes she decides “They didn’t mean it, I’m just gonna try to let it go.” But, she said, “you make that choice for yourself and your own integrity.”
“I think that there are ways in which we need to be able to allow for us to feel what we feel, and then to make wise choices about how we act,” she added.
It doesn’t seem to me that what Davidson needs and what Jordan and Lindo need have to be in conflict with one another. Rishon pointed to tochecha, the obligation in Leviticus to reprimand and correct improper behavior in a way that betters the community.
“It’s not supposed to be done in sort of that embarrassing way,” said Rishon. “It’s not about spectacle. It’s about transformation.”
Next, Tuchman said, we must embrace the value of teshuva: correcting our mistakes by realigning with our morals in our actions and deeds.
“The Rambam talks about needing to acknowledge the wrongdoing [and] really take responsibility,” Tuchman said. “And then engage in restitution in whatever way that makes sense.”
“This is somebody with a personal challenge, and maybe there’s a personal conversation and apology to happen,” Rishon said. “There’s no need for us to excoriate him because he has no control.”
Rishon suggested scrutiny should be focused on the BBC and BAFTA, for their “ lack of attentiveness, their lack of fastidiousness, [and] their lack of sensitivity.”
As I spoke to Rishon and Tuchman, I couldn’t help but think that what Judaism asks of us feels more difficult when social media demands its users have instant and loud reactions to anything and everything. In another world, those involved could sort it out privately, and heal in their own time. But when an incident can be shared across the world in minutes, the apology becomes a public matter. And if you don’t do what the internet demands of you immediately, you’re automatically villanized.
From Rishon and Tuchman, I gathered that instead of focusing on who is right and who is wrong, we should take a breath and ask what we need to move forward in community. It’s embarrassing to be called a slur on television; it’s embarrassing to utter that slur when you can’t control it. But it’s happened. How can we respond as people who want to be better than we were before?
I still wouldn’t say I have all the answers for this situation or whatever the next attempt at public shaming may be. But I feel a lot more confident knowing I can turn to the advice of the rabbinic sages — and not just someone on X.
The post What rabbinic wisdom taught me in the wake of the BAFTA scandal appeared first on The Forward.
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US to Offer Passport Services in West Bank Settlement for First Time
The Israeli national flag flutters as apartments are seen in the background in the Israeli settlement of Efrat in the West Bank, Aug. 18, 2020. Photo: REUTERS/Ronen Zvulun
The US will provide on-site passport services this week in a settlement in the West Bank, marking the first time American consular officials have offered such services to Israeli settlers in the territory, US officials said on Tuesday.
Much of the international community considers Israeli settlements in the West Bank illegal under international law.
Israel disputes this, citing historical and biblical ties to the area. It says the settlements provide strategic depth and security. Defenders of Israel also note that, while about one-fifth of the country’s population is Arab and enjoys equal rights, Palestinian law forbids selling any land to Israelis.
TENS OF THOUSANDS OF AMERICAN-ISRAELIS IN WEST BANK
US President Donald Trump, a staunch supporter of Israel, has said he opposes Israeli annexation of the West Bank. But his administration has not taken any measures to halt settlement activity, which has reportedly risen since he took office last year.
In a post on X, the US Embassy in Jerusalem said that as part of efforts to reach all Americans abroad, “consular officers will be providing routine passport services in Efrat on Friday, Feb. 27,” referring to a settlement south of the Palestinian city of Bethlehem.
The Embassy said it would plan similar on-site services in the Palestinian West Bank city of Ramallah, in the settlement of Beitar Illit near Bethlehem, and in cities within Israel such as Haifa.
The US offers passport and consular services at its Embassy in Jerusalem as well as at a Tel Aviv branch office. The number of dual American-Israeli nationals living in the West Bank is estimated to be in the tens of thousands.
Asked for comment, an embassy spokesperson said: “This is the first time we have provided consular services to a settlement in the West Bank.” The spokesperson said similar services were being offered to American-Palestinian dual nationals in the West Bank.
The move came after Israel’s cabinet last week approved measures to make it easier for settlers to buy land, a move Palestinians called a “de facto annexation.”
Much of the West Bank is under Israeli military control, with limited Palestinian self-rule in areas run by the Western-backed Palestinian Authority.
Efrat, the Jewish settlement where American consular officials will provide passport services on Friday, is home to many American immigrants. The US Embassy said it did not have data on the number of Americans living there.
More than 500,000 Israeli settlers live in the West Bank, home to 3 million Palestinians. Most settlements are small towns surrounded by fences and guarded by Israeli soldiers.
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CAIR Official Claims Israel Harvests, Collects Skin of Palestinians
Executive Director of the Ohio chapter of the Council on American-Islamic Relations (CAIR-OH) Khalid Turaani, speaks at a press conference, July 9, 2025. Photo: USA TODAY Network via Reuters Connect
A senior Council on American-Islamic Relations (CAIR) official claimed Israel harvests and collects the skin of deceased Palestinians at a recent Ohio state Senate Judiciary Committee hearing.
“Israel has the largest human skin bank in the world,” Khalid Turaani, executive director of CAIR’s chapter in Ohio, said last week at a hearing on adopting the International Holocaust Remembrance Alliance’s (IHRA) working definition of antisemitism.
“Where do you think they got all this skin from? They have more human skin than China and India. They are literally skinning the dead bodies of my brothers and sisters in Palestine,” Turaani continued. “And if I call them Nazis, your law [adopting the IHRA definition of antisemitism] is going to punish me.”
CAIR-Ohio Executive Director Khalid Turaani spread a blood libel in the Ohio State Senate, falsely claiming Israel “skins” Palestinians and runs the “largest human skin bank in the world.”
An outrageous and dangerous old antisemitic conspiracy. pic.twitter.com/U5aj4EwRMl
— Combat Antisemitism Movement (@CombatASemitism) February 26, 2026
Scholars and activist groups have described the conspiracy theory of Israeli organ harvesting as a modern version of the antisemitic blood libel rooted in medieval conspiracies charging that Jews murdered Christian children and drank their blood during the holiday of Passover. The organ harvesting claim dates back to 2009, when a Swedish tabloid published an erroneous article saying that the Israel Defense Forces (IDF) kills Palestinians to provide organs to Israeli hospitals.
“In the 1990s, one Israeli facility (the Abu Kabir Forensic Institute) [ran by Dr. Yehuda Hiss] took organs from IDF soldiers, Israeli civilians, Palestinians, foreign workers, and others whose corpses came into the institute, without seeking permission from the families of the deceased,” the Anti-Defamation League (ADL) noted in an article debunking the conspiracy.
“In a state inquiry report, Israeli authorities found ‘no evidence that Hiss targeted Palestinians; rather, he seemed to view every human body that ended up in his morgue, whether Israeli or Palestinian, as fair game for organ harvesting,” the ADL continued. “The families of dead Israeli soldiers were among those who complained about Hiss’s conduct.”
There is no evidence that such activity has happened since the 1990s.
Nonetheless, Palestinian media has repeatedly invoked the organ harvesting conspiracy, which has been picked up by anti-Israel activists in the West.
Last week’s hearing came about four months after Turaani took part in an online event in October alongside a senior member of Hamas who has been sanctioned by the US government and other individuals tied to the Hamas and Palestinian Islamic Jihad (PIJ) terrorist organizations.
Turaani moderated the event hosted by the Beirut-based Al-Zaytouna Center titled “Palestinians Abroad and Regional and International Strategic Transformations in the Light of Al-Aqsa Flood.” The term “Al-Aqsa Flood” is the name Hamas gave to its Oct. 7, 2023, invasion of and massacre across southern Israel, in which Palestinian terrorists murdered 1,200 people and dragged 251 hostages back to Gaza.
Among the speakers was Majed al-Zeer, who was sanctioned by the US Treasury Department in October 2024 for his role as a senior Hamas operative in Europe.
Also featured was Ziad el-Aloul, a Hamas-linked activist involved with the European Palestinians Conference and the Popular Conference for Palestinians Abroad, both groups accused by Israeli authorities of operating as Hamas fronts in Europe.
CAIR has drawn scrutiny in the past over its alleged ties to foreign terrorist groups. In the 2000s, CAIR was named as an unindicted co-conspirator in the Holy Land Foundation terrorism financing case. Politico noted in 2010 that “US District Court Judge Jorge Solis found that the government presented ‘ample evidence to establish the association’” of CAIR with Hamas.
According to the ADL, “some of CAIR’s current leadership had early connections with organizations that are or were affiliated with Hamas.”
CAIR has strongly disputed the accuracy of the ADL’s claim and asserted that it “unequivocally condemn[s] all acts of terrorism, whether carried out by al-Qa’ida, the Real IRA, FARC, Hamas, ETA, or any other group designated by the US Department of State as a ‘Foreign Terrorist Organization.’”
In November 2023, CAIR co-founder and executive director Nihad Awad said “yes, I was happy to see people breaking the siege and throwing down the shackles of their own land, and walk free into their land, which they were not allowed to walk in,” referring to Hamas’s Oct. 7 atrocities.
“The people of Gaza only decided to break the siege — the walls of the concentration camp — on Oct. 7,” he said.
About a week later, the executive director of CAIR’s Los Angeles office, Hussam Ayloush, said that Israel “does not have the right” to defend itself from Palestinian violence. He added in his sermon at the Islamic Society of Greater Oklahoma City that for the Palestinians, “every single day” since the Jewish state’s establishment has been comparable to Hamas’s Oct. 7 onslaught.
CAIR has been a fierce critic of IHRA’s definition of antisemitism, arguing it aims to silence legitimate criticism of Israel.
IHRA — an intergovernmental organization comprising dozens of countries including the US and Israel — adopted the “working definition” of antisemitism in 2016. Since then, the definition has been widely accepted by Jewish groups and lawmakers across the political spectrum, and it is now used by hundreds of governing institutions, including the US State Department, European Union, and United Nations.
According to the definition, antisemitism “is a certain perception of Jews, which may be expressed as hatred toward Jews. Rhetorical and physical manifestations of antisemitism are directed toward Jewish or non-Jewish individuals and/or their property, toward Jewish community institutions and religious facilities.” It provides 11 specific, contemporary examples of antisemitism in public life, the media, schools, the workplace, and in the religious sphere. Beyond classic antisemitic behavior associated with the likes of the medieval period and Nazi Germany, the examples include denial of the Holocaust and newer forms of antisemitism targeting Israel such as demonizing the Jewish state, denying its right to exist, and holding it to standards not expected of any other democratic state.