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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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The post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.
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‘Dead on Arrival’: Inside the Breakdown of Second Phase of Gaza Ceasefire and Hamas’s Resurgent Control
Palestinian Hamas terrorists stand guard at a site as Hamas says it continues to search for the bodies of deceased hostages, in Beit Lahiya in the northern Gaza Strip, Dec. 3, 2025. Photo: REUTERS/Stringer
The second phase of the Trump administration’s Gaza plan has collapsed into “stalemate,” according to Gaza-born analyst Ahmed Fouad Alkhatib, derailing plans to disarm Hamas and enabling the terrorist group to reassert control over aid convoys and Gaza’s three main hospitals, which he said have turned into interrogation centers for political opponents.
“Phase Two is not going to proceed,” Alkhatib, senior fellow at the Atlantic Council, said in a call with journalists on Tuesday.
Under the plan, the first stage included Hamas releasing all the remaining hostages, both living and deceased, who were kidnapped by Hamas-led Palestinian terrorists during their Oct. 7, 2023, invasion of and massacre across southern Israel. In exchange, Israeli released thousands of Palestinian prisoners and detainees and partially withdrew its military forces in Gaza.
Currently, the Israeli military controls 53 percent of Gaza’s territory, and Hamas has moved to reestablish control over the other 47 percent. However, the vast majority of the Gazan population is located in the Hamas-controlled half, where the Islamist group has been imposing a brutal crackdown.
The second stage of the US plan was supposed to install an interim administrative authority — a so-called “technocratic government” — deploy an International Stabilization Force — a multinational force meant to take over security in Gaza — and begin the demilitarization of Hamas, the Palestinian terrorist group that has ruled the enclave for nearly two decades.
“The International Stabilization Force is dead on arrival,” Alkhatib said. “The gap between what the force is meant to do versus the expectation of the volunteers is too wide.”
Alkhatib’s comments stood in stark contrast to those of US President Donald Trump, who on Wednesday told reporters at the White House that phase two of his Gaza peace plan was “going to happen pretty soon.”
“It’s going very well. We have peace in the Middle East. People don’t realize it,” Trump said. “Phase two is moving along. It’s going to happen pretty soon.”
However, Israel and Hamas have not actually reached an agreement regarding the second phase.
The United States had hoped to scale back its role in its newly built Civil-Military Coordination Center in the Israel city of Kiryat Gat, Alkhatib said, while pushing regional partners to assume responsibilities they lack the capacity or willingness to take on.
However, Saudi Arabia and the United Arab Emirates are “furious” that the process has placed Qatar and Turkey, both longtime backers of Hamas, in what Alkhatib called the “driver’s seat,” giving them outsized influence over Gaza without requiring them to shoulder the financial burden.
“You put the Qataris in the driver’s seat, then why don’t you make them commit a billion dollars?” Alkhatib said.
Egypt and Jordan, meanwhile, lack the money and resources to train security personnel on the ground, while other partners like Pakistan and Indonesia have made clear they will not take part in disarming Hamas.
“Israel is the only body in the world — from a brute force perspective — that can take on Hamas,” he said, arguing that the Islamist group had been “very close to defeat” before the US-brokered ceasefire took effect in October, though at an extreme cost for Gazans and after a two-year campaign he said was at times undermined by far-right elements in the Israeli government.
Meanwhile, Hamas is building a new tax economy around the flow of goods into Gaza. Alkhatib described a sharp rise in commercial shipments alongside humanitarian aid, with merchants paying 50 percent of the value of the goods in taxes and fees.
“The same Qassam brigadiers [Hamas operatives] who were in tunnels throwing IEDs [improvised explosive devices] at Israeli soldiers are now protecting commercial goods trucks,” he said.
He added that Hamas was continuing to seize control of the humanitarian pipeline, imposing charges on aid shipments and asserting authority over the 800 to 900 trucks entering Gaza each day.
Alkhatib’s comments came one day before the research institution NGO Monitor, which tracks anti-Israel bias among nongovernmental organizations, released a new report revealing how Hamas has long run a coordinated effort to penetrate and influence NGOs in Gaza, systematically weaponizing humanitarian aid in Gaza and tightening its grip over foreign NGOs operating in the territory.
The terrorist group has also stepped up the recruitment of teenagers, described by Alkhatib as “child soldiers,” to help enforce control over goods and movement.
Gaza’s three main hospitals — Shifa, Nasser, and Al-Aqsa — have been turned into “pseudo-government operation centers,” Alkhatib said, with the terrorist group embedding elements of its Interior, Economy, and Finance ministries inside the compounds, and using them to interrogate political opponents, levy financial penalties on businessmen, and oversee arrests.
Alkhatib said the difficulty of speaking candidly about Hamas’s conduct has created a distorted public conversation.
“I can’t say these things without journalists saying, ‘Ahmed, I can’t believe you’re repeating Israeli talking points,’” he said. “Meanwhile, you talk to any child in Gaza about what’s happening [in the hospitals],” he added, noting that Gazans have circulated a grim joke that Hamas has “come out of the labor and delivery department” — a reference to operatives hiding in maternity wards and using pregnant women as human shields.
Part of the postwar landscape now includes several anti-Hamas militias, loosely aligned under the Abu Shabab group. While some Muslim Brotherhood–aligned outlets, including Al Jazeera, have claimed the Israel Defense Forces plan to dismantle these militias, Alkhatib argued the opposite is more likely, predicting the IDF will lean on them as the only armed actors available for post-ceasefire “mop-up” operations against Hamas cells.
In late October, The Algemeiner reported that four Israel-backed militias fighting Hamas are moving to fill the power vacuum in Gaza, pledging to cooperate with most international forces involved in rebuilding the enclave but vowing to resist any presence from Qatar, Turkey, or Iran.
Iran, like Qatar and Turkey, has spent years supporting Hamas.
Based in Khan Younis, Hossam al-Astal, commander of the Counter Terrorism Strike Force, said his group and three allied militias had coordinated in recent weeks to secure areas vacated by Hamas.
The militias, mainly in southern Gaza, are not part of US President Donald Trump’s proposed plan for a technocratic administration in the enclave.
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In ‘The Secret Agent,’ a peek into Brazilian Jewish history — and a warning against propaganda
When we first meet Marcelo in the fiction film The Secret Agent, the only thing that’s clear is that he’s on the run — we’re not sure that Marcelo is his real name, who he’s on the run from, or why. As the story, set in 1977 Brazil, unravels, we learn government officials and hired killers are working together to take Marcelo down and strip him of any credibility he had in his pre-fugitive life — even if that means manipulating the press.
But the film also spends time on the characters Marcelo meets while hiding among others being persecuted by the military dictatorship in the city of Recife, illustrating the diversity of the people affected by the fascist regime.
One of those characters is a man many assume is an escaped Nazi; in fact, however, he is a Holocaust survivor.
The audience’s introduction to the survivor, Hans, played by German actor Udo Kier in his final film role before his death, is not a pleasant one. A corrupt police chief named Euclides brings Marcelo to Hans’ tailor shop, insisting there is something interesting he must see there. Euclides then forces Hans to lift his shirt and show his scars — something Euclides clearly regularly has the man to do as we can see by Hans’ immediate sour reaction to the chief.
Euclides believes the intense, sprawling scar tissue tells a glorious military story of a Nazi who evaded capture.
“He’s just fascinated with, I don’t know, maybe Nazi Germany, with the German soldier, or the idea of the German soldier,” explained director Kleber Mendonça Filho in a video interview. “And he seems to have a one track mind in terms of thinking that Hans, because he’s German, must have been a heroic soldier in the German army in the Second World War, which explains why he’s still alive.”
But, as the audience learns through a conversation Hans has with an employee in German — and a shot of the menorah he has tucked away in his office — he is actually a Jewish Holocaust survivor. His wounds are a testament to surviving violent antisemitism, not markers of fighting for militaristic ideals the police chief believes they share.
“Identity can be on your body,” Filho said. “In the scars that you have, in the tattoos that you have, in the way that you have collected physical experience throughout life.”
Like many of the elements in the film, the character of Hans was inspired by Filho’s own memories of growing up in Recife during the Brazilian military dictatorship, known for its violent suppression of media and political dissidents, that ruled the country from 1964-1985. Even though Filho was only 9 years old at the time the film is set, he remembers a lot from that time in his life, including an old Romanian tailor his father visited in the downtown area that they recreated in the film.
Filho combined this character from his life with the experience of growing up in an area with a strong Jewish presence. Recife was the site of Brazil’s first organized Jewish community, which consisted of Dutch Jews, who arrived with other Dutch colonialists, and Sephardic Jews escaping the Portuguese and Spanish Inquisitions. Between 1636 and 1640, these Jews built the first synagogue in the Americas, Kahal Zur Israel, which was turned into a museum in 2001.
In 1654, the Portuguese expelled Dutch Colonists and Jews from Brazil, but another wave of Jewish immigration from Eastern Europe in the 1910s revitalized Recife’s Jewish population. Even though Filho isn’t Jewish, he had a lot of Jewish friends throughout his life, even styling the marine biologist in the film off of one of them.
Although The Secret Agent takes place in 1977, Filho saw events similar to those he wrote into the film play out around him under the presidency of Jair Messias Bolsonaro, which lasted from 2019 to 2023.
Filho said that “a lot of the logic of what was happening under the Bolsonaro regime seemed to mimic” the military regime of the 20th century “in a fetishistic way.”
“Words like torture were now being thrown around,” he said, “misogynistic treatment of women in words that would be questionable in 1977 and completely alien and unacceptable today.”
Filho said the country also experienced a renewed period of racism and xenophobia under Bolsonaro, encouraged by the policies of the government. And those were sometimes overtly inspired by admiration for Nazi Germany; then-Special Secretary Roberto Alvim was removed from his post after just a few months for plagiarizing a speech from Nazi Propaganda Minister Joseph Goebbels.
Today, in the United States, many are worried that Nazis are being reimagined as the good guys, as Holocaust deniers like Nick Fuentes are given increased attention by news pundits and the Trump administration normalizes relations with the far-right groups.
Much of the plot of The Secret Agent concerns the rewriting of history through propaganda and media censorship. And the intimate and abusive interaction between the police chief and Hans feels like a particularly salient demonstration of how easily facts can be written over to fit the world someone might want to see.
The post In ‘The Secret Agent,’ a peek into Brazilian Jewish history — and a warning against propaganda appeared first on The Forward.
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Hamas’s Grip on Gaza NGOs Exposed as World Plans Post-War Rebuilding Efforts
Palestinians gather to collect aid supplies from trucks that entered Gaza, amid a ceasefire between Israel and Hamas, in Khan Younis, in the southern Gaza Strip, Oct. 11, 2025. Photo: REUTERS/Ramadan Abed
As world powers outline multi-billion-dollar plans to rebuild Gaza, newly obtained documents reveal that Hamas has long run a coordinated effort to penetrate and influence NGOs in the war-torn enclave — contradicting years of denials from major humanitarian organizations.
On Wednesday, NGO Monitor — an independent Jerusalem-based research institute that tracks anti-Israel bias among nongovernmental organizations — released a new study revealing how Hamas has for years systematically weaponized humanitarian aid in Gaza, tightening its grip over foreign NGOs operating in the territory and exposing patterns of complicity and collaboration that contradict the groups’ persistent denials.
While international media has repeatedly accused Israel of unfairly and illegally targeting humanitarian NGOs, Israeli officials have long argued that many of these groups have been infiltrated and manipulated by Hamas, the Palestinian terrorist group that has ruled Gaza for nearly two decades — with the extent of NGO involvement far deeper than their public statements suggest.
Dozens of internal Hamas documents are now being published, providing systematic evidence and even detailing the officials tasked with coordinating and overseeing the Islamist group’s interactions with international NGOs.
According to the documents, Hamas officials designated specific points of contact with “highly respected” international NGOs, including Doctors Without Borders, Oxfam, Save the Children, and the Norwegian Refugee Council.
Referred to as “guarantors,” these Hamas-approved senior officials at each NGO allowed the terrorist group to closely oversee activities, influence decision-making, and circumvent restrictions imposed by some Western governments on direct engagement with Hamas.
Gerald Steinberg, founder and president of NGO Monitor, said the newly released study offers a crucial guide for the US and its allies to vet aid partners, emphasizing the need to carefully screen NGOs to prevent a repeat of Hamas’s domination of Gaza’s reconstruction efforts.
“This research is timely and highly consequential,” Steinberg said in a statement. “Governments and international organizations are planning to provide billions of dollars for the rebuilding of Gaza, and will partner with numerous NGOs to reconstruct infrastructure, provide municipal services like utilities and education, and probably distribute cash payments.”
“We now know which NGOs and their local affiliates have been propping up the Hamas terror regime,” he continued.
The study also found that at least 10 “guarantors” — senior NGO officials — were not just Hamas-approved, but were also members, supporters, or employees of Hamas-affiliated authorities, who leveraged their positions in numerous NGOs to create Hamas-approved beneficiary lists for UN and other aid programs.
According to one of the obtained internal documents, Hamas conducted extensive surveillance of NGO officials in Gaza, noting that the “guarantors” across 48 NGOs “can be exploited for security purposes” to infiltrate foreign organizations and listing the names and personal details of 55 individuals already serving in those roles.
The document also explicitly outlines the terrorist organization’s intent to further develop or compel “guarantors” to serve as intelligence assets.
The findings appear to corroborate the concerns of many experts and Israeli officials, who have long said that Hamas steals much of the aid flowing into Gaza to fuel its terrorist operations and sells the remainder to Gaza’s civilian population at an increased price. Jerusalem has also said that aid distribution cannot be left to international organizations, which it accuses of allowing Hamas to seize supplies intended for the civilian population. According to UN data, the vast majority of humanitarian aid entering Gaza during the Israel-Hamas war was intercepted before reaching its intended civilian recipients.
With NGOs in Gaza — both local and international — required to secure Hamas’s approval to provide services and run projects, the report shows the group wields veto power over humanitarian operations, allowing it to control, manipulate, and exploit aid to advance its political and military objectives.
“NGO Monitor’s groundbreaking report proves that Hamas controls all humanitarian operations in Gaza, on an institutional level and an individual one,” Naftali Shavelson, NGO Monitor international spokesperson, said in a statement.
“There is no NGO freedom of operation in Gaza. And most crucially, never once did NGOs say anything about this Hamas infiltration,” he continued. “If anything, they issued statements blaming their inhibited operations on Israel – thus ignoring the problem and allowing Hamas to continue harming Gazans.”