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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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These American teens ranked high in Israel’s International Bible Quiz, in strongest US showing in 50 years
(JTA) — While many of his classmates at his Orthodox high school in Los Angeles spent the last year juggling school and social life, Jackson Shrier was studying the Tanach, or Hebrew Bible, for five hours a day.
He was training for the Chidon HaTanach, or International Bible Quiz, a centerpiece of Israel’s Independence Day festivities that was founded by the first prime minister, David Ben-Gurion, and held annually for over 60 years.
That dedication paid off last week, when Shrier placed second in the competition, fending off Jewish teens from around the world who similarly had prevailed in local competitions.
Shrier, 15, went by his Hebrew name, Akiva, during the competition and wowed the judges with his Hebrew proficiency. He was not the only American to place highly in the contest: Joshua Appelbaum of Washington, D.C., finished in third place, while Hadassah Esther Ritch of Highland Park, New Jersey, came in fourth.
In fact, While the winner of the showdown was Hodaya Cohen, an Israeli 11th-grader, this year marked a banner showing for the Americans, their strongest performance since 1973.
“When you’re an American, you know, usually the top American is like third or fourth, maybe fifth, but second place is like a special either way,” Shrier said. “So when I got second place, I was just quite a bit shocked.”
Shrier, who attends YULA High School in Los Angeles, said that, unlike in the United States, many of the Israeli competitors attend religious schools where preparation for the contest is built into the school day, sometimes for as many as 10 to 12 hours.
After first learning about the competition from a camp counselor before entering sixth grade, Shrier steadily ramped up his study. He escalated his investment even more following his win at the American Nationals last May.
The intense preparation paid off for Shrier, who said he felt well prepared to answer a spate of questions that included knowing which of four ancient Israeli cities “appeared exactly twice in the book of Judges” and, in the days of King Ahab, “what was a sinful build that happened.”
“I was very happy,” Shrier said of the moment he learned he had placed second, following a lightning-round face-off with Cohen. “It was a little shocking for me.”
During the competition, all of the American participants spoke in Hebrew, a feat that drew praise from the competition’s judges and host, the Israeli news anchor Sarah Beck.
“It’s very exciting to hear a young man from America quote pesukim in Hebrew,” said Liron Ben-Moshe, a past winner who writes the questions for the quiz and sits on its judging panel, using the Hebrew word for Bible verses. Ben-Moshe was one of several judges this year who, in addition to being steeped in Bible knowledge, lost close family during Israel’s recent wars.
“When they see the kids quote pesukim in Hebrew, they were very surprised,” said Ritch’s mother, Avigail. She adding that the judges had offered to give the students a “bonus” for their fluency in the language.
For Ritch, who is an 11th-grader at Bruriah High School for Girls in New Jersey, studying for the competition had been a worthwhile time commitment.
“I love learning Tanach and often spend time reading it because I gain so much from it,” Ritch said in a text message. “Tanach is a core part of Jewish identity, and studying it brings guidance and meaning into everyday life. Participating in Chidon has changed me forever and deepened my connection to it.”
This year, the competition included 16 participants from seven countries outside of the United States and Israel, including the United Kingdom, South Africa, Mexico, Panama and Canada.
“The quiz is far more than a knowledge competition — the Bible is the cultural and moral identity of the Jewish people, a compass that has guided us throughout the generations,” Israeli Education Minister Yoav Kisch said during the broadcast.
While some of the international participants attended the competition remotely due to the tenuous ceasefire between Israel and Iran, Shrier and his American counterparts all made it to Jerusalem for the contest, which was taped in advance of Independence Day on Wednesday.
“I wasn’t really thinking about that so much, just because I really wanted to come,” he said about the war. “I’d been studying for the Chidon a long time, so, you know, for me, just the main focus was getting here.”
For Shrier’s mother, Abigail, a writer with roles at the Manhattan Institute and The Free Press, the experience carried both pride and concern. She joined her son in Israel for the competition.
“We’re always concerned that there might be war when our kids are in Israel,” she said. “But Jack was absolutely single minded and determined to participate in this to the full extent, and we watched him really show dedication that my husband and I have never seen before.”
While in Jerusalem for the competition, the students are hosted by the Bible Quiz Camp, where they are able to study together and connect with peers who share their intense focus on Tanakh.
“Every time before this, I have been the one person to find myself around Tanakh, and that’s nice and all, but there’s not really a lot of people to talk to,” Appelbaum said. “So it’s nice having other people who have the same shared interest, and also just generally being in Israel is nice. It’s nice to be in the place that I’ve been studying about.”
For Abigail Shrier, watching her son compete reflected a moment of connection and shared purpose for Jewish teens around the world.
“There’s a lot of negative forces right now acting on the Jewish people, but there are also a lot of positive things happening,” she said. “And this worldwide Jewish competition, to learn as much Tanakh as you can, to cheer for each other and study together and learn as much as you can of the Tanakh is, is really one of the most positive things.”
This article originally appeared on JTA.org.
The post These American teens ranked high in Israel’s International Bible Quiz, in strongest US showing in 50 years appeared first on The Forward.
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Trump Says Iran Can Phone If It Wants to talk; Iranian Minister Heads to Russia
US President Donald Trump speaks about research into mental health treatments in the Oval Office of the White House in Washington, DC, April 18, 2026. Photo: REUTERS/Nathan Howard
President Donald Trump said on Sunday Iran could telephone if it wants to negotiate an end to their two-month war and stressed it can never have a nuclear weapon, after Tehran said the US should remove obstacles to a deal, including its blockade of Iran’s ports.
Hopes of reviving peace efforts receded on Saturday when Trump scrapped a visit to Islamabad by his envoys Steve Witkoff and Jared Kushner. Iranian Foreign Minister Abbas Araqchi shuttled to and from mediators Pakistan and Oman on Sunday before heading to Russia, where he is due to meet President Vladimir Putin.
Oil prices rose, the dollar inched higher and US stock futures wobbled lower in early Asia trade on Monday after the peace talks stalled, leaving Gulf shipping blocked.
“If they want to talk, they can come to us, or they can call us. You know, there is a telephone. We have nice, secure lines,” Trump told “The Sunday Briefing” on Fox News.
“They know what has to be in the agreement. It’s very simple: They cannot have a nuclear weapon, otherwise there’s no reason to meet,” Trump said.
Axios reported on Sunday, citing an unnamed US official and two sources with knowledge of the matter, that Iran gave the US a new proposal through Pakistani mediators on reopening the Strait of Hormuz and the ending of the war, with nuclear negotiations postponed for a later stage. The US State Department and White House did not immediately respond to requests for comment on the report.
Iran has long demanded Washington acknowledge its right to enrich uranium, which Tehran says it only seeks for peaceful purposes, but which Western powers say is aimed at building nuclear weapons.
Although a ceasefire has paused full‑scale fighting in the conflict, which began with US-Israeli strikes on Iran on February 28, no agreement has been reached on terms to end a war that has killed thousands, driven up oil prices, fueled inflation and darkened the outlook for global growth.
TRUMP FACES DOMESTIC PRESSURE TO END WAR
With his approval ratings falling, Trump faces domestic pressure to end the unpopular war. Iran’s leaders, though weakened militarily, have found leverage in negotiations with their ability to stop shipping in the economically vital Strait of Hormuz, which normally carries a fifth of global oil shipments.
Tehran has largely closed the strait while Washington has imposed a blockade of Iranian ports.
Before heading to Russia, Araqchi returned to Islamabad after holding talks on Sunday in Oman.
Iranian state media said Araqchi discussed security in the strait with Omani leader Haitham bin Tariq al-Said and called for a regional security framework free of outside interference.
Araqchi said on X that the focus of his Oman talks “included ways to ensure safe transit that is to benefit of all dear neighbors and the world.”
Iran’s semi-official Tasnim news agency said topics for Araqchi’s talks with Pakistani officials included “implementing a new legal regime over the Strait of Hormuz, receiving compensation, guaranteeing no renewed military aggression by warmongers, and lifting the naval blockade.”
Iran’s envoy in Russia, Kazem Jalali, said in a post on X that Araqchi would meet with Putin “in continuation of the diplomatic jihad to advance the country’s interests and amid external threats.”
“Iran and Russia are present in a united front in the campaign of the world’s totalitarian forces against independent and justice-seeking countries, as well as countries that seek a world free from unilateralism and Western domination,” Jalali said.
On Saturday, Trump said he canceled his envoys’ visit due to too much travel and expense for what he considered an inadequate Iranian offer. Iran “offered a lot, but not enough,” he said.
Iranian President Masoud Pezeshkian told Pakistani Prime Minister Shehbaz Sharif by phone on Saturday that Tehran would not enter “imposed negotiations” under threats or blockade, an Iranian statement said.
He said the United States should first remove obstacles, including its maritime blockade, before negotiators could begin laying the groundwork for a settlement.
US AND IRAN HAVE EXTENSIVE DISAGREEMENTS
Disagreements between the US and Iran extend beyond Tehran’s nuclear program and control of the strait.
Trump wants to limit Iran’s support for its regional proxies, including Hezbollah in Lebanon and Hamas in Gaza, and curb its ability to strike US allies with ballistic missiles. Iran wants sanctions lifted and an end to Israeli attacks on Hezbollah.
After the latest diplomatic trip was called off, two US Air Force C-17s carrying security staff, equipment and vehicles used to protect US officials flew out of Pakistan, two Pakistani government sources told Reuters on Sunday.
Trump said on Saturday there was “tremendous infighting and confusion” within Iran’s leadership.
Pezeshkian said last week there were “no hardliners or moderates” in Tehran and that the country stood united behind its supreme leader.
The war has destabilized the Middle East. Iran has struck its Gulf neighbors and conflict between Israel and Iran-backed Hezbollah in Lebanon has been reignited.
In Lebanon, Israeli strikes killed 14 people and wounded 37 on Sunday, the health ministry said.
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Seismic shift in Israeli politics as opposition leaders Lapid and Bennett form joint party
(JTA) — Yair Lapid and Naftali Bennett teamed up once before to unseat Israeli Prime Minister Benjamin Netanyahu, striking an unusual power-sharing deal after Israel’s 2021 election that briefly ousted Netanyahu from power.
Now, the two men are going even further in seeking to repeat their feat. Lapid and Bennett announced on Sunday that they would run in this year’s election in a shared party called Yachad, or Together.
“Our unity is a message to the entire people of Israel: The era of division is over. The era of correction has arrived,” Bennett said at a press conference announcing the collaboration.
The two men are betting that Israelis will see their coming together as an antidote to the polarization that has deepened under Netanyahu, who was reelected in late 2022 after an 18-month interlude in which Bennett was prime minister for a year and Lapid for six months. They hope that Lapid’s centrist supporters and Bennett’s center-right backers can overlook policy differences, which they acknowledged, for the greater good of the country.
Their announcement invigorated some Israelis on Sunday who believe it is essential to unseat Netanyahu, who has been prime minister for about 14 of the last 17 years and who is facing both criminal prosecution and calls to reckon with the security failures that led to Hamas’ Oct. 7, 2023, attack on Israel. Many of them are willing to make compromises on policy nuances to achieve that goal.
But the union also ignited scorn on the right, as even some who might prefer to see Netanyahu unseated said they could no longer support Bennett if he is working with Lapid, whom they perceive as left-wing. Both Netanyahu and his far-right coalition partners posted on social media suggesting that Yachad would partner with Arab parties or even do the bidding of the Palestinian Authority’s Mahmoud Abbas. Itamar Ben-Gvir, the national security minister, posted an AI-generated image of Abbas presiding at a wedding of Lapid and Bennett, whom he called “an extreme leftist.”
Neither Bennett nor Lapid has prioritized resolving the Israeli-Palestinian conflict or supported the creation of a Palestinian state. Their 2021 coalition included an Israeli Arab party.
Current polls show that the two men alone would not garner enough votes to be able to form a coalition on their own this year. But they could negotiate to add other parties to reach a governing majority either before or after the election, which must be held before the end of October. Gadi Eisenkot, a former army chief of staff who launched his own party last year, reportedly called for a three-way union earlier this year.
Their union in some ways resembles the pre-election alliance-building conducted by Peter Magyar in Hungary, who recently unseated Netanyahu’s ally Viktor Orban there. Many Israeli critics of the current government see the election in Hungary as a template for what could happen in Israel.
In the lead-up to the Yachad announcement, Bennett in particular announced some personal policy shifts that could make him more palatable to centrist and non-Orthodox voters. He said that he would now support same-sex unions in Israel and back public transportation operating on Shabbat.
This article originally appeared on JTA.org.
The post Seismic shift in Israeli politics as opposition leaders Lapid and Bennett form joint party appeared first on The Forward.