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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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They want Jewish life without Zionism. Now they’re building the institutions to match.
(JTA) — One year after Jewish Currents editor-at-large Arielle Angel called for “new Jewish institutions” that have no attachment to Israel or Zionism, more than 100 Jews crammed into a Victorian house-turned-event space in central Brooklyn in hopes of creating them.
The event was billed as a bootcamp for people hoping to get fledgling Jewish groups off the ground. Sessions focused on topics like staffing and funding, as well as discussions about who, exactly, is welcome in a space that is “anti-Zionist,” “non-Zionist,” “diasporist” and the like.
Many of the groups represented on Monday were minyans, which host prayer services in locations like people’s apartments or community spaces. They sought practical guidance for building their institutions, but also for defining who to welcome as their ranks expand.
“If we’re doing things right,” Angel said, “many of these small minyans will be synagogues in a few years.”
Esti, 27, who declined to share her last name to maintain privacy, is involved in leading an anti-Zionist minyan in Brooklyn. She said she has heard from “so many” attendees that they were relieved to attend services in a space without an Israeli flag.
“People are like, ‘I never thought I could be in a Jewish space like this, I never thought I’d see queer people leading, I never thought I could be in a Jewish space where they’re saying Free Palestine,’” she said. The minyan averages about 50 attendees at Shabbat services, she said.
Some of the speakers at the workshop detailed how they have refused to compromise their organizations’ politics. One panel led by Rabbi Brant Rosen, who helped found the anti-Zionist synagogue Tzedek Chicago, and Rebecca Vilkomerson, the former director of the anti-Zionist group, Jewish Voice for Peace, focused on the process of setting an organization’s “political boundaries.”
Rosen spoke from his own experience, saying that Tzedek Chicago was presented as “consciously not an inclusive community.”
“In other words, this is what we stand for, it might not be for you, it might not be for everyone, and that’s OK. There are many places out there that you can choose,” he said. Rosen added that potential members were not forced to agree in order to join, but rather that they were faced with the question: “Given that these are our values, is this a community you want to belong to?”
Esti spoke to the Jewish Telegraphic Agency on the sideline of the Urbane Arts Club event, which JTA attended on the condition that attendees’ in-session remarks throughout the day were kept off the record, though panelists’ remarks were all on the record.
Americans’ support for Israel has dropped writ large amid its military campaign in Gaza and the war with Iran. A survey by the Jewish Federations of North America found that 37% of Jewish respondents said they identified as Zionist, while 7% labeled themselves anti-Zionist and another 8% said they were non-Zionist. Another 18% said they weren’t sure, while 30% said none of the labels described them.
According to an AP-NORC poll from earlier this year, support for Israel is a less significant component of younger Jews’ religious identity versus Jews older than 45.
“These groups are starting up because of demand,” Rabbi Alissa Wise told JTA.
Wise is a co-founder of the Jewish Diaspora Movement, the group behind Monday’s bootcamp, which is itself in its beginning stages. She has previously worked for JVPe and in October 2023 founded Rabbis for Ceasefire, which has protested for a Gaza ceasefire and an end to U.S. military aid to Israel.
While JVP “played a pivotal role in building Jewish life outside of Zionism,” Wise said there was still a major gap in religious and cultural Jewish institutions that reject Zionism.
In addition to the represented minyans, which facilitate prayer services, and the havurahs, which offer events such as Shabbat dinners and other holiday celebrations, Angel said some attendees were looking to start projects including summer camps, educational offerings and cultural projects such as theater collectives.
Jen Kaminsky, an attendee who is part of the Buffalo Jewish Collective’s leadership team, told JTA that her organization welcomes “a range of Jews, many of whom have not felt comfortable in legacy Jewish institutions.”
“We say that we welcome anti-Zionists and non-Zionists, and people who are questioning Zionism and people who have a range of relationships to Zionism,” Kaminsky said. “If you are comfortable with the values that we put out, or you’re comfortable being in a room where those values are the dominant values, we welcome you.”
Vilkomerson told the group that there should be an attempt to grow membership by engaging people closer to the center in “left-liberal coalitions,” but without making concessions on left-wing values. She put the concept into New York City political terms, pointing to the political alliance between the anti-Zionist Mayor Zohran Mamdani and the liberal Zionist Brad Lander.
“Brad, as a liberal Zionist, was able to partner with Zohran Mamdani — but Zohran set the terms of the campaign, not Brad,” she said.
Also on Monday, Lissy Romanow — a co-founder of the group IfNotNow, which describes itself as “anti-occupation” — gave a nuts-and-bolts session on the first steps of creating an organization, including how to concisely conceive of a group’s DNA and how to avoid burnout among volunteers.
As groups look to grow and achieve loftier goals like setting up permanent locations and hiring paid staff, one clear obstacle stands in the way: funding.
“There’s only so much money on the Jewish left,” Angel told JTA.
Any anti-Zionist group is highly unlikely to receive funds from one of the country’s many Jewish federations, which often maintain deep ties to Israel.
Three left-wing Jewish donors — Liana Krupp, Deborah Sagner and Kathleen Peratis — spoke on Monday about the limited landscape of funding for Jewish anti-Zionist organizations.
“If we don’t flip liberal Zionists we’re not going to grow, because that’s where the money is,” Peratis said.
Participants on Monday, whose groups are mostly volunteer-run, did not have any illusions about that landscape.
“For now, the goal is to keep doing Shabbat in a sustainable way on a regular basis,” Esti said. But she also shared her long-term vision.
“I think it would be amazing to have a brick-and-mortar shul, a place we could call our definitive home,” she said. “But that’s way, way far down the line.”
This article originally appeared on JTA.org.
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After bronze win, judo athlete Raz Hershko tells JTA, ‘I stand for something far bigger than myself.’
(JTA) — Israeli judoka Raz Hershko, one of the country’s top athletes, missed a major opportunity in 2025 when the 12-day war between Israel and Iran closed Israeli airspace, preventing her from traveling to Budapest. Earlier this year, she withdrew from the Tashkent Grand Slam after the Shin Bet ordered the Israeli team to leave Uzbekistan.
But nothing could keep Hershko off the podium this weekend, when she won a bronze medal at the World Judo Championships in Baku, Azerbaijan.
Hershko, 28, burst into tears after winning the bout that secured her medal.
“Representing Israel has always been something that moves me, but at this moment, it carries so much more meaning,” Hershko told JTA. “At the end of the day, I step onto the mat alone, but I feel like I have an entire country behind me.”
Hershko dedicated her victory to the memory of Yonatan Gutin, an Israeli soldier killed on Oct. 7, 2023, as well as his family and the people of Israel.
According to his official memorial page, Gutin, a 20-year-old Israel Defense Forces officer, was killed fighting to rescue civilians during the battle for Kibbutz Be’eri. Judo was a central part of his life. He had trained in the sport for about 14 years and was a member of Israel’s cadet national team. Even during his military service, he occasionally returned to his judo club to coach.
Despite the achievement, Hershko made clear that bronze was not the result she had hoped for.
“I’m pretty disappointed that the day ended with a bronze medal, because I was aiming for gold,” she said. “But now it’s time to look ahead to the next goals.”
Hershko has established herself in recent years as one of the world’s leading judokas and one of Israel’s most prominent athletes. She won an individual silver medal at the 2024 Paris Olympics and a gold medal at the 2024 European Championships. She competes in the women’s heavyweight division.
Her latest achievement came just days after Israel marked the third anniversary of the Oct. 7 Hamas-led attacks, a date that has continued to shape the country’s public life and weigh heavily on its athletes competing abroad.
“Knowing that I was able to give people back home even a few moments of happiness, a smile, a sense of pride — that means so much to me. Especially during the times we’re going through, these are the moments that remind me why I do what I do,” she added.
The judoka said that “everything has felt different since Oct. 7” and that she can’t “disconnect” herself from the Israeli reality.
“Before that, I would go into competitions feeling immense pride in representing my country,” she said. “Today, that pride is even stronger. I’m much more aware of what the flag I wear represents, and of the fact that I stand for something far bigger than myself.”
Hershko, however, has little time to dwell on the medal. She told Channel 13 that she would take two days off before returning to training ahead of another competition next week. Asked by JTA how she has managed to stay hungry and focused after achieving so much, the Israeli athlete said she simply enjoys the journey.
“I really love what I do. I love judo, I love competing, I love the challenges, and I think that’s what keeps me hungry,” she said. “Of course, I’m proud of everything I’ve achieved, but I never feel like I’m done or that there’s nothing left to strive for. At the end of the day, the medals are incredible moments, but the journey is what builds me as an athlete, and I’m still enjoying that journey.”
This article originally appeared on JTA.org.
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Jewish school educators cancel trip to Italy after Italian education program required participants to denounce ‘genocide’ in Gaza
(JTA) — Educators from Jewish schools across the U.S. canceled a study trip to Reggio Emilia, Italy, over whether the hosts would require participants to formally distance themselves from Israel’s actions in Gaza and the West Bank.
The controversy has drawn accusations of antisemitism from Jewish educators and from Italian Jewish community leaders. It has also sparked a political dispute in Italy.
In an email sent to participants on Oct. 9, the American organizers, the Paradigm Project, said they canceled the trip because of “antisemitic pressure being placed on the group.” In a Zoom call with the participants, the organizers also cited safety concerns amid the scrutiny of the Jewish school educators’ personal profiles by pro-Palestinian activists who were agitating for the declaration, a participant said.
In a leaked audio recording broadcast Monday evening by Italy’s Tg3 TV news program, the president of the host organization Reggio Children, Maddalena Tedeschi, discussed asking participants to sign declarations distancing themselves from the “occupation of territories and genocide.” The recording is of an Oct. 6 meeting of the city’s early childhood education council.
In an interview with the Jewish Telegraphic Agency, Reggio Children spokesperson Francesca Severini said the request — intended to appease local pro-Palestinian activists — had never become an official participation requirement, but acknowledged that the additional wording had been discussed.
The Paradigm Project, a professional development network for Jewish early childhood educators, organized the trip for 68 Jewish educators. A separate delegation of 22 educators from Israel arrived in Reggio and was participating in the program this week.
“Now, more than ever, we must bring back the light and keep the bridge between us strong,” the Israeli educators said in opening remarks Monday.
Reggio Children, an educational organization partly owned by the municipality, promotes the city’s internationally influential approach to early childhood education and provides training for educators. Reggio Emilia Mayor Marco Massari and the city’s education official Marwa Mahmoud did not respond to requests for comment.
The cancellation, which came in a phone call from Paradigm to Reggio Children on Oct. 7, follows months of tensions in the city, where pro-Palestinian activists had protested the participating schools’ ties to Israel. During the weeks preceding the trip, activist Cosimo Pederzoli had publicly accused some of the schools of supporting the Israeli military.
At the Oct. 6 meeting, Reggio Children presented a charter, titled “For a Democratic and Participatory Education,” asking visiting groups and partners to uphold human rights, oppose discrimination, reject war, and condemn genocide. The charter, which was approved and is now on the organization’s website, also opposes violations of human rights in occupied territories worldwide, without naming Israel or Gaza.
Severini, the spokesperson, said that activists, teachers and parents had pressured Reggio Children and the municipality to take the charter one step further and requiring participants to agree to the statement: “I … hereby declare that I distance myself from the occupation of Gaza and the violation of children’s and human beings’ rights in occupied territories as well as every place in the world.”
Severini said that the wording was included as “material for discussion” in a private WhatsApp group. The American organizers were not in the chat, she said, and subsequently received the wording without the context that it would not, in the end, be official language.
Her account contradicts Reggio Children’s earlier public statements. On Oct. 7, the organization acknowledged that the educators had been asked to explicitly distance themselves from the policies of Israeli Prime Minister Benjamin Netanyahu’s government in response to concerns raised in the city. Mayor Marco Massari also acknowledged the additional commitment in a public statement, which says, “This Charter will be signed by all delegations visiting Reggio Emilia in the coming months and years.”
In an email to parents, leaders of Wilshire Boulevard Temple’s early childhood centers in Los Angeles said seven of their educators had been scheduled to join the trip and expressed support for Paradigm’s decision to cancel.
“Paradigm, on behalf of our educators and dozens of others, rightfully refused and canceled participation in the study tour and conference, due to the refusal to sign and other security considerations,” read the email. “All participants were notified on October 7, 2026.”
Pesha Kletenik, head of Manhattan Day School, had planned to join the trip. “This was one of the most painful experiences I’ve had,” Kletenik told JTA. “I never felt so targeted as a Jew before in my life. I’m an American citizen. I have one passport. I’ve lived here my entire life.”
Kletenik said she had hoped to adapt the Reggio approach to Jewish teaching and practice, including their model Passover seder, because “it aligns so beautifully with Jewish values.”
Steve Freedman, head of Solomon Schechter Day School of Bergen County, New Jersey, said his school withdrew an educator from a separate trip planned for November. In a letter to families, he criticized the demand for a political declaration while affirming the school’s commitment to the Reggio approach.
The council of the Jewish Community of Modena and Reggio Emilia, a single institution based in nearby Modena that serves both cities, condemned efforts to boycott educational and cultural initiatives involving Jews. It described the conflation of diaspora Jews with Israel’s government as antisemitic.
The Reggio Emilia approach, developed after World War II by educator Loris Malaguzzi and local families, places children’s exploration, expression, and participation at the center of early childhood learning. It gained wider international recognition after Newsweek named one of the city’s preschools among the world’s 10 best schools in 1991.
Severini said Reggio Children’s relationships with American Jewish and Israeli educators stretch back roughly three decades. The Israeli liaison first visited in 1996, she said, and educators from Reggio have also traveled to the United States and Israel.
The organization has hosted educators from all over the world, Severini said, including China, Russia, and Iran. She said she knew of no comparable controversy involving other visiting groups, including previous delegations from Jewish schools.
Reggio Children, she said, hoped to continue its dialogue with the American educators. For Manhattan Day School’s Kletenik, the cancellation stood in stark contrast with the educational values that had drawn her to the approach.
“How are we to navigate rejection by the very experts we collectively idealized—the gatekeepers of the sensitive worldviews and teachings we trusted to nurture our most tender children?” she wrote in a message to her school’s board.
This article originally appeared on JTA.org.
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