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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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Pennsylvania principal to be fired over antisemitic voicemail: ‘They control the banks’
A Pennsylvania elementary school principal is facing termination by his school district after he accidentally recorded himself making antisemitic remarks in a voicemail to a Jewish parent.
Philip Leddy, the principal of the Lower Gwynedd Elementary School in Montgomery County, confirmed to the Wissahickon School District that he had made the antisemitic remarks heard on the voicemail message Friday morning after he believed he had disconnected the call, according to an email sent to the district’s parents.
In the recording, Leddy made a reference to “Jew camp,” and told another staff member at the school that the parent has “Jew money” and claimed that “they control the banks,” according to the Jewish Federation of Greater Philadelphia. Later, when asked whether the parent was a lawyer, Leddy responded, “the odds are probably good.”
“What is most concerning is not only the language itself, but the mindset it reflects,” the federation wrote in a statement. “The comments rely on well-known antisemitic stereotypes that reduce a parent to caricature and signal hostility rather than respect. For a family entrusting their child to a school community, hearing this kind of language, particularly from a principal, is profoundly unsettling.”
Leddy was hired as the principal for the Lower Gwynedd Elementary School in 2023 after previously serving as committee chair of the district’s Equity, Diversity and Inclusion Committee, according to a since-deleted profile for him on the school’s website.
In an email to the Wissahickon School District, Superintendent Mwenyewe Dawan wrote that the district’s administrative team was recommending immediate termination of Leddy, pending an “informal private hearing on Monday morning.”
The school district did not immediately respond to a request for an update on the hearing from the Jewish Telegraphic Agency Monday morning.
Dawan wrote that Leddy had been placed on administrative leave, and that another staff member heard on the call was also placed on paid administrative leave pending an investigation.
“The fact that any employees entrusted with the care and well-being of students could make, or passively tolerate, such remarks raise concerns that extend beyond the conduct of a single individual,” wrote Dawan. “This incident underscores concerns for broader, systemic issues related to antisemitism that must be examined and addressed.”
The Jewish parent, who requested anonymity, told Action News 6ABC that Leddy had initially called him in response to an email about an incident involving his daughter.
“I couldn’t believe it, like I was seeing Jew this, Jew that, and I was thinking, ‘This can’t be the principal leaving a voicemail,’” the parent told Action News 6ABC.
Rabbi Kevin Lefkowitz, the leader of Tiferet Bet Israel, a Conservative congregation in Montgomery County, told Action News 6ABC that Leddy’s rhetoric had “boiled my blood.”
“He’s in charge of keeping our kids safe. For it to come out of his mouth so carelessly, so easily, it boiled my blood,” Lefkowitz said.
The incident comes one month after the House Education and Workforce Committee launched an investigation into the School District of Philadelphia for allegedly promoting a hostile environment for Jewish K-12 students.
In 2024, Pennsylvania saw 465 antisemitic incidents, marking a 18% rise from 2023, according to the Anti-Defamation League’s annual antisemitism audit.
“No one promoting antisemitic rhetoric should be leading and teaching our children,” said Andrew Goretsky, the senior regional director of ADL Philadelphia, in a post on Facebook. “We are urging them to fully investigate the situation, take the appropriate systemic action, and meet with Jewish families to begin the process of rebuilding trust.”
In her email to the district community, Dawan added that the school had already partnered with the ADL to provide trainings on antisemitism and bias response to the district’s administration in November and December, and that the trainings would be provided to the rest of its teachers and staff as planned.
‘While this incident is clearly deeply damaging, upsetting, and concerning, it is important to remember that our staff as a whole are deeply caring, respectful, and sensitive,” wrote Dawan. “I do not believe the actions and words of this principal reflect the views of our staff. One person’s hateful actions should not negatively impact the way our community views the rest of our staff.”
This article originally appeared on JTA.org.
The post Pennsylvania principal to be fired over antisemitic voicemail: ‘They control the banks’ appeared first on The Forward.
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‘Jew Money’: Pennsylvania School District Principal Faces Termination Over Antisemitic Voicemail
Philip Leddy, principal of Lower Gwynedd Elementary School in Pennsylvania, faces termination for allegedly making antisemitic comments. Photo: Screenshot
The Wissahickon School District (WSD) in Pennsylvania has initiated termination proceedings against a school principal who allegedly, and accidentally, left an antisemitic voicemail on the answering machine service of a Jewish parent, in another blow to a district already under scrutiny for previous instances of alleged anti-Jewish outrages.
Philip Leddy, principal of Lower Gwynedd Elementary School, spoke of a “Jew camp,” “Jew money,” and argued that Jews “control the banks” in reference to a Jewish parent he had called but did not reach, according to local media reports. The remarks were recorded when Leddy forgot to hang up his line after the parent, whom he at one point suggested is most likely an attorney for being Jewish, did not take the call. Having assumed that what he was about to say was private, he then reportedly launched into the tirade before an audience of at least one other district employee also present in the room.
Leddy has been placed on administrative leave, and school district officials will, according to local reports, recommend his immediate termination.
“The principal self-reported to our administration that he had indeed left the message, thought the call had disconnected, and then continued talking,” Wissahickon School District superintendent Mwenyewe Dawan said in a statement to the community. “In the call, the principal can be heard making antisemitic comments and speaking disparagingly about the parent to another staff member who was in the office at the time.”
She added, “We moved swiftly with immediate action to start the process seeking the principal’s termination.”
According to the North American Values Institute (NAVI), education research nonprofit, Dawan has a close relationship with Keziah Ridgeway, a history and anthropology teacher in Philadelphia who promoted anti-Israel activism in the classroom. Ridgeway was placed on administrative last year for social media posts alluding to violence against certain Jewish parents whose names she allegedly posted on social media. Supporters of Ridgeway argue she was the victim of a smear campaign.
On Friday, the Jewish Federation of Greater Philadelphia rebuked Leddy’s comments, saying they betrayed a “mindset” that is indicative of a “broader, systemic issue.”
“The presence of others in the room, the lack of challenge or interruption, and the comfort with which these remarks were spoken raise serious questions about culture, accountability, and oversight within the school environment,” the group continued. “We understand the district is also investigating the involvement of others whose voices are audible on the recording, which is a necessary and appropriate step. Words spoken behind closed doors matter. When those words reflect bias, they erode trust and harm entire communities.”
As previously reported by The Algemeiner, the Wissahickon School District has been flagged for previously fostering what some parents described as antisemitic bias.
In June, it was revealed that the district is presenting as fact an anti-Zionist account of the Israeli-Palestinian conflict to its K-12 students by using it as the basis for courses taken by honors students.
“On May 14, 1948, Israel declared itself an independent nation: Based on a [United Nations] Mandate but not supported by other countries in the region; Recognized by the US and much of the non-Arab world; Expelled up to 750,000 Palestinians from their land, an event called ‘al-Nakba,’” says the material, provided by virtual learning platform Edgenuity, which implies that Israel is a settler-colonial state — a false assertion promoted by neo-Nazis and jihadist terror groups.
“Nakba,” the Arabic term for “catastrophe,” is used by Palestinians and anti-Israel activists to refer to the establishment of the modern state of Israel in 1948. Based on documents obtained by The Algemeiner, the material does not seemingly detail the varied reasons for Palestinian Arabs leaving the nascent State of Israel at the time, including that they were encouraged by Arab leaders to flee their homes to make way for the invading Arab armies. Nor does it appear to explain that some 850,000 Jews were forced to flee or expelled from Middle Eastern and North African countries in the 20th century, especially in the aftermath of Israel’s declaring independence.
Another module reviewed by The Algemeiner contains a question based on a May 15, 1948, statement from The Arab League — a group of countries which adamantly opposed Jewish immigration to the region in the years leading up to the establishment of the State of Israel and refused to condemn antisemitic violence Arabs perpetrated against Jewish refugees — after Israel declared its independence. The passage denies that Jews faced antisemitic indignities when the land was administered by the Ottoman Empire, a notion that is inconsistent with the historical record, and asserts that “Arab inhabitants” are “the lawful owners of the country.”
One parent — who agreed to be interviewed at the time on the condition that she be allowed to speak anonymously because her young child still attends school in the Pennsylvania district — told The Algemeiner that antisemitism in WSD has long been a problem and that its inclusion in the curriculum will lead to anti-Jewish violence. The parent, who described feeling “isolated,” explained that the school district holds events which celebrate the cultures of every minority group except Jews.
The district reemerged in the news cycle again this month following reports that during a recent demonstration at Wissahickon High School, a Muslim student group festooned signs which said, “Jerusalem is ours,” offered cash prizes related to anti-Israel activism, and swayed school principal Dr. Lynne Blair into being photographed with them, a feat which, according to concerns members of the community, created the impression that anti-Zionism is a viewpoint held by the administration.
“Wissahickon leadership keeps insisting this was just a cultural event, but the community sees it for what it was — intimidation wrapped in keffiyehs and candy,” NAVI told The Algemeiner at the time. “Even a blind squirrel occasionally trips over a nut, and in this case, the nut is the explosive reality that schools are no longer neutral grounds. When a superintendent publicly supports one side of a geopolitical conflict inside a public high school, it stops being education and starts being indoctrination. Jewish students deserve better, and every school district in America should take notice.”
Earlier this month, administrative officials representing Pennsylvania Gov. Josh Shapiro vowed to monitor K-12 antisemitism in another major school district in Pennsylvania, the School District of Philadelphia (SDP), citing rising incidents of hatred across the city.
“Governor Shapiro takes a back seat to no one on these issues, and as he has repeatedly spoken out about antisemitism, and this kind of hateful rhetoric is unacceptable and has no place in Pennsylvania — especially not in our classrooms,” Rosie Lapowsky, a spokesperson for Shapiro, said in a statement first shared with Fox News Digital. “This is a matter the governor has made clear the district needs to take very seriously.”
Lapowsky’s comments come days after the US House Committee on Education and the Workforce began investigating antisemitism in SDP, as well as other districts in Virginia and California, following reports of antisemitic invective, bullying, and inciting language regarding the murders of two Israeli embassy staffers earlier this year.
Follow Dion J. Pierre @DionJPierre.
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Netanyahu to Discuss Iran, Next Phase of Gaza Plan With Trump
Israeli Prime Minister Benjamin Netanyahu speaks during a joint press conference with Cypriot President Nikos Christodoulides and Greek Prime Minister Kyriakos Mitsotakis (not pictured) after a trilateral meeting at the Citadel of David Hotel, in Jerusalem, Dec. 22, 2025. Photo: ABIR SULTAN/Pool via REUTERS
Israeli Prime Minister Benjamin Netanyahu said on Monday he will discuss Iran’s nuclear activities during his visit next week with US President Donald Trump.
Speaking at a joint press conference with Greek Prime Minister Kyriakos Mitsotakis and Cypriot President Nikos Christodoulides in Jerusalem, Netanyahu said Israel was aware Iran had been conducting “exercises” recently, without elaborating.
Earlier on Monday, Iranian state media reported Iran had held missile drills in various cities during the day, the second such reported exercise in a month.
Western powers regard Iran’s ballistic missile arsenal as both a conventional military threat to Middle East stability and a possible delivery mechanism for nuclear weapons should Tehran develop them. It denies any intent to build atomic bombs.
Relations between eastern Mediterranean neighbors Israel, Greece, and Cyprus have grown stronger over the past decade, with shared concerns over Turkey’s influence in the region.
ISRAEL NOT SEEKING CONFRONTATION: NETANYAHU
Despite “great achievements” during a 12-day war with Iran in June, Netanyahu said basic Israeli and US expectations of Iran were unchanged, including lowering its uranium enrichment level.
“Obviously it will be an item in our discussions,” he said of his meeting with Trump next week, adding, “We are not seeking confrontation with” Iran but rather, “stability, prosperity, and peace.”
Still, Netanyahu said the focus of his discussions with Trump in Washington will be on moving to the next phase of Trump’s Gaza plan as well as dealing with Lebanon’s Iran-backed Hezbollah terrorists.
He cited Israel‘s “desire to see a stable sovereign Lebanon” and efforts to prevent the blocking of international shipping by Yemen’s Iran-backed Houthi forces.
Netanyahu, Mitsotakis, and Christodoulides agreed to deepen security cooperation, while Netanyahu said the three countries intended to advance an initiative to connect India to Europe via the Middle East by sea and rail.
Christodoulides described the projects as offering a “southeastern gateway connecting Europe with the Middle East and beyond.”
The three countries said they would seek to advance an undersea power cable project to integrate their electricity grids with Europe and the Arabian Peninsula.
Mitsotakis said Greece was a gateway for liquefied natural gas. “[It] is a new energy hub in southeastern Europe.” Interconnection projects, he said, remained a key priority for the three countries.
Israeli Energy Minister Eli Cohen told Reuters after the press conference the trilateral meeting was important since it comes when there are “countries that are working to uproot regional stability.” He did not identify the countries.