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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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Oct. 7 spurred this secular private school in Manhattan to start holding an annual Shabbat gathering
(New York Jewish Week) — A new Jewish tradition has taken hold at a private, non-Jewish school in Manhattan.
On a recent Friday, about 240 students, parents and educators from the Town School, located on the Upper East Side, stayed late to eat matzah ball soup, recite blessings over challah and candles, and sing Hebrew songs.
It was the third time in as many years that the school had held a Shabbat celebration, and more than half of the students and parents in attendance weren’t Jewish.
“I think there is a real enthusiasm and excitement for families who are not Jewish to come into their first Shabbat or learn more about it again,” said Pierangelo Rossi, the Town School’s director of equity and community action.
Originally from Peru, Rossi is not Jewish. His first Shabbat experience ever was at the Town School in 2024, after Jewish parents organized a gathering in the wake of the Oct. 7, 2023, attack on Israel.
For years, the school had special “affinity groups” and spaces for students and parents of color, for “white anti-racist” students, and for queer students and their allies. The attack, and the surge of antisemitism that followed, spurred Jewish students and parents to work with the school to create their own.
While the Town School does not collect information about students’ religion, officials estimate that at least a quarter of the student body is Jewish.
“After Oct. 7, we knew — and it became clear to all of us — that our Jewish community was looking for that sense of affirmation in a way they hadn’t before,” said Head of School Doug Brophy.
Brophy, who has led the Town School since 2018, understood how they felt. He is also vice president of the Stephen Wise Free Synagogue on the Upper West Side.
Affinity groups have emerged as a hot-button issue in the debate over DEI, or diversity, equity and inclusion. While their proponents say the groups give minority and marginalized populations desperately needed spaces of their own, critics of DEI say the groups can reinforce divisions and inappropriately inject progressive ideologies into schools and other institutions.
Jewish “anti-woke” advocates have particularly criticized the affinity group framework for too often forcing Jewish students into a binary framework about race and privilege that does not recognize the complexity of Jewish identity.
At the same time, tensions amid the aftermath of Oct. 7 roiled some New York City private schools. The head of one elite private school stepped down last summer after members of the school community clashed over identity, antisemitism, Islamophobia and the Gaza war.
At the Town School, officials and parents say, those tensions have been absent. Instead, the entire school community has embraced the Shabbat celebrations alongside the other special events held to honor students’ traditions, such as a lion parade on the school’s block to mark Lunar New Year and a Persian New Year observance led by parents.
“Whether it’s coming from a vulnerability or a difference, it’s [about] wanting to be part of something bigger than yourself, and not just our Jewish families and colleagues feeling a sense of identity, but everyone else developing a greater sense of empathy,” Brophy said.
The Town School is not the only non-Jewish private school in the city to hold Shabbat celebrations in recent years: Riverdale Country Day School in the Bronx says 700 people attended its November 2024 gathering. But it has committed to annual gatherings, which are growing in attendance.
That first Shabbat in 2024 was led by Rabbi Bradley Solmsen from the Conservative Park Avenue Synagogue; in 2025, by Rabbi Rena Rifkin from Stephen Wise; and this year, by Ana Turkienicz, an educator from the Upper West Side’s Rodeph Sholom School and the Pelham Jewish Center.
“For me, it was really a very different context where you have non-Jews that are interested in learning about what is it that Jews do and are open,” Turkienicz said. “And it was beautiful.”
To create an educational plan that was still engaging for children of all ages, she narrowed the focus of the event to two words: “Shabbat” and “shalom,” meaning “Sabbath” and “peace.”
“I need to use vocabulary, and I need to work with the room only, with those with concepts that are universal,” Turkienicz added. “And there is a lot. There’s a lot in ‘Shabbat’ and ‘shalom’ that are universal.”
She taught the guests the songs “Bim Bam” and “Salaam” — the latter being the Arabic word for “shalom” — and recited the blessings over the candles and challah, and the younger children decorated placemats, while the older children hung out with their classmates.
14-year-old Daniel Rybak stuck around near the school after his last class of the day got out so he could attend the after-school Shabbat service for his second time.
Rybak, whose mother is Catholic and whose father is Jewish, has attended the Town School for nine years.
“Just talking about the greater world at this point, with all the troubles in the Levant, with Israel and Gaza, as well as just the general sense, I suppose, that things are getting a little more violent around the world — it’s just a nice thing that brings people back to that sense of, ‘Hey, we’re here, we’re family, we’re OK, we’re getting through this,’” Rybak said. “It just shows that even throughout all that that’s happened everywhere, there’s still pockets of community and of real hope.”
This year, the Shabbat gathering took on added meaning for some attendees as some of New York’s Jews feel increasingly alienated or afraid following the election of Zohran Mamdani, a longtime and staunch critic of Israel, to the mayor’s office.
“The whole time I was thinking: 20 blocks north from here, there is a new mayor that we don’t know what [he’s] going to be for the Jewish community in New York,” Turkienicz said. “Twenty blocks south of his mansion, we have a private, non-Jewish school doing a Kabbalat Shabbat.”
Katy Williamson, a Jewish parent who helped organize the last two Town School Shabbats and attended this year’s, said she was “really blown away by the sense of community” and surprised by how many people attended.
“I read the news. Obviously, we live in New York City. I’m very aware of what’s going on outside of this, just in the world right now,” she said. “There was just this really warm feeling. … So many people from the school community joined and wanted to be a part of it.”
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Trump’s antisemitism envoy rebukes European rabbi, drawing praise from Elon Musk
(JTA) — A disagreement over how to define the sources of rising antisemitism in Europe escalated into a public clash this week between two prominent Jewish leaders, with tech billionaire Elon Musk intervening to back the U.S. government’s antisemitism envoy over a prominent European rabbi.
The dispute centers on remarks made Wednesday at the World Economic Forum by Rabbi Pinchas Goldschmidt, the president of the Conference of European Rabbis, during a panel discussion on antisemitism, extremism and social cohesion.
Responding to a question about the surge of antisemitism in Germany and beyond, Goldschmidt said the Oct. 7 Hamas-led attack on Israel had triggered a dramatic global rise in antisemitic incidents, including what he described as organized and state-sponsored activity on university campuses and in public spaces.
Goldschmidt then linked broader political developments in Europe to immigration-related anxieties.
“I think the rise of the extreme right in many European countries is a response to the insecurity felt by the so-called old Europeans regarding the new immigrants who came from the Middle East,” he said.
He went on to argue that combating antisemitism and Islamophobia together was in the shared interest of Jewish and Muslim communities, pointing to past interfaith initiatives he said had helped promote social cohesion.
Rabbi Yehuda Kaploun, the U.S. special envoy to monitor and combat antisemitism, publicly criticized Goldschmidt’s remarks on X, calling them a misreading of the drivers of contemporary antisemitism in Europe. The intervention marked one of Kaploun’s first major public statements since his Senate confirmation in December.
“Blaming ‘old Europe’ for the present surge in antisemitism is disgraceful,” Kaploun wrote, arguing instead that mass migration has played a significant role in recent antisemitic violence and threats to Jewish safety.
“I am proud to serve in an administration that understands that mass migration is a huge driver of antisemitism,” Kaploun wrote. “It creates dramatic social changes and threatens the safety of all citizens. This administration, led by President Trump and Secretary Rubio, recognizes and confronts today’s challenges with clarity. Mass migration itself threatens the safety of Jews and all communities.”
Musk, the owner of X, amplified Kaploun’s critique by reposting his comments and replying, “Exactly. Thank you for speaking up,” a move that quickly broadened the dispute beyond Jewish communal circles.
Goldschmidt responded within hours, rejecting the characterization of his remarks and saying they had been taken out of context. He said he did not blame European culture for antisemitism and reiterated that he views antisemitism as stemming from multiple ideological sources, including the far right, the far left and radical Islamist violence.
“I never blamed ‘old Europe’ for the current rise in antisemitism,” Goldschmidt wrote, adding that his Davos comments were intended to explain political reactions to immigration, not to excuse antisemitic attacks.
The exchange highlights a growing divide among Jewish leaders over how to frame antisemitism amid polarized debates about immigration, integration and public safety — debates that have increasingly spilled into partisan politics in the United States.
Kaploun’s emphasis on migration echoes language used by Vice President JD Vance, who said in December that reducing immigration was “the single most significant thing” the United States could do to curb antisemitism, while dismissing claims of rising antisemitic sentiment within the Republican Party.
The dispute also reflects longstanding institutional tensions. Kaploun is affiliated with the Chabad-Lubavitch movement, which has grown into a dominant force in Jewish communal life in Russia and parts of Europe. Goldschmidt, a former chief rabbi of Moscow who left Russia after refusing to endorse the war in Ukraine, represents a European rabbinic establishment that has at times clashed with Chabad over authority and representation.
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Rabbi among dozens arrested in faith leaders’ anti-ICE protest in Minnesota
(JTA) — At least one local rabbi was arrested Friday in Minneapolis as hundreds of faith leaders from around the country gathered to protest Immigration and Customs Enforcement activity in the Twin Cities.
Rabbi Emma Kippley-Ogman, the Jewish and interfaith chaplain at Macalester College in St. Paul, was briefly detained by police alongside leaders of other faiths while staging a protest at the airport.
In photos and video from the protest just before the arrest, Kipley-Ogman can be seen delivering brief remarks while wearing a rainbow tallit and standing in a line at the airport’s arrivals gate with several other faith leaders who hold hands and pray. Kipley-Ogman did not immediately return a Jewish Telegraphic Agency request for comment.
Rabbi Aaron Weininger, who leads the Conservative Adath Jeshurun Congregation in Minnetonka, was also demonstrating at the airport and witnessed Kippley-Ogman’s arrest. He said the rabbi “was in the lineup of clergy being prepared to get arrested.”
“The goal was to disrupt operations because [the airport] is being used to deport folks, like three flights a day,” Weininger told JTA. He described the overall mood of the protest as “very peaceful.” In photos from the event, he is wearing a tallit and holding a sign reading “ICE Out of Minneapolis.”
He continued, “The clergy brought out the best of what faith does, which is lifting people up, building community and speaking up for justice. There was song, there was prayer, a lot of relationship-building. The crowd was calm but also very clear, calling to the end of the atrocities that ICE is committing.”
In an Instagram video from the airport, Rabbi Daniel Kirzane of the Reform KAM Isaiah Israel in Chicago, wearing a beanie from the Hebrew Union College-Jewish Institute of Religion, said he had come to the protest because “the Torah teaches us that society and government are meant to protect people, not to scare them and not to brutalize them.”
The three were among an estimated 100 rabbis and Jewish leaders on the ground for “ICE Out” events across the Twin Cities Friday, after local clergy issued a broader call for a show of strength to combat the region’s intensified ICE activity over the past few weeks. Many local Jewish institutions, including the federation, the JCC, Jewish day schools and Jewish social services groups, have condemned ICE’s presence.
While mainstream Jewish groups say they are not opposed to responsible immigration enforcement, a steady stream of distressing incidents in Minnesota — including including the shooting death of Renee Good by an ICE agent, the detention of a 5-year-old child, and agents reportedly forcing open the door of a U.S. citizen — have galvanized a faith-based response in starkly moral terms.
“What did we learn from the Holocaust? We have to act and we have to resist,” one visiting rabbi, Diane Tracht of Reform-affiliated Temple Israel near Gary, Indiana, told Religion News Service while patrolling a heavily Hispanic and Somali region looking for ICE activity. “If I’m not going to act and resist now, then I shouldn’t call myself a rabbi and I can’t be a proud Jew.”
Dozens of the rabbis on the ground Friday were activated through T’ruah, the Jewish social justice network. Also present were Rabbi Jonah Pesner, head of the Union for Reform Judaism’s religious action center; Avodah CEO Cheryl Cook; Bend the Arc CEO Jamie Beran; and members of Conservative Judaism’s social justice commission, among others.
“It’s all rooted in the biblical commandment that we were slaves in Egypt, and we’re to love the stranger,” Pesner told TC Jewfolk, a local Jewish news site. “The biblical text repeats that 36 different times in 36 different ways, and it really calls our clergy to action.”
The airport protest was just one of several anti-ICE events that local and national clergy staged in the Twin Cities area Friday, amid frigid temperatures that saw wind chill as low as 40-below. Temple Israel, a prominent Reform congregation in Minneapolis, also hosted an interfaith prayer service.
“Each and every one of our traditions believes in the dignity of every human being,” Temple Israel Senior Rabbi Marcia Zimmerman told the gathered crowd Friday morning, to applause.
After extolling the virtues of the region’s diversity, Zimmerman added, “When I began this work, and I was ordained in 1988, I said these words. But it wasn’t against the reality that we have today. Now we have to walk these words. We have to live these words. And it is, in my mind, the moment that history will define us. And guess what, history is on our side.”
Another local Jewish leader took a different protest tactic, urging a day of fasting on Friday.
“In Jewish tradition, when a community faces crisis, violence, injustice or moral collapse, we do not look away. The Talmud describes an ancient custom of instituting communal fast days,” Rabbi Tamar Magill-Grimm, senior rabbi at the Conservative Beth Jacob Congregation in Mendota Heights, said during an interfaith press conference earlier in the week. “Fasting is not about self-affliction. It is about clarity. It is about refusing to numb ourselves to suffering.”
Vice President JD Vance visited Minneapolis on Thursday, where he sought to defend the Trump administration’s immigration policies while also hoping to “turn down the temperature.”
Faith communities have emerged as a crucial dimension of the protests, with Attorney General Pam Bondi announcing Thursday the arrests of three anti-ICE protesters who had been involved in disrupting a church service over the weekend. A planned anti-ICE rally in New York City Friday afternoon was set to feature Rabbi Stephanie Kolin, of Congregation Beth Elohim in Brooklyn, as one of the speakers.
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