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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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Jewish New Yorkers rally outside Park East Synagogue, 2 weeks after anti-Israel protest there
(JTA) — Hundreds of New York City Jews and their allies braved the cold Thursday evening for a rally outside Park East Synagogue, where pro-Palestinian protesters had demonstrated two weeks prior shouting chants like “Globalize the Intifada” and “Death to the IDF.”
Thursday’s demonstrators carried signs distributed by organizers that read “Proud New Yorkers, Jews, Zionists.” Others brought signs from home with messages including “Proudly Park East” and “Anti-Zionism is Jew hate is not OK.” Messages from speakers focused mostly on the protesters’ rhetoric and embracing Israel as an important part of Jewish life.
“This evening we come together representing the scale, strength and diversity of our incredible New York Jewish community,” said Eric Goldstein, CEO of UJA-Federation of New York, which spearheaded the rally. “And we gather outside the sacred space that was so violently targeted a few weeks ago.”
In referring to “sacred space,” Goldstein was using the language that Mayor-elect Zohran Mamdani used when he responded to the protest in a way that many of his Jewish critics found disappointing. But if it was meant to be an allusion, Goldstein didn’t say. In fact, no one mentioned Mamdani directly from the speaker podium as a number of Jewish elected officials and community leaders addressed the crowd and denounced the rhetoric used by the protesters.
Joanna Samuels, CEO of the Marlene Meyerson JCC Manhattan, came the closest with comments that appeared to allude to criticisms of the incoming mayor, a longtime and staunch devotee to the pro-Palestinian cause.
“The great leaders of our city have sought to unite people of all backgrounds around broad common goals,” she said, adding that New York’s greatest leaders “have not been ideologues.”
“Our great leaders have had the maturity and discipline to get rid of divisive language and rhetoric in service of their love of our city and their love of New Yorkers,” Samuels said. “I invite all of our leaders and our future leaders to uphold these values, and to demand them from those who speak in your name and on your behalf.”
The rally, which also featured a performance by the musician Mastisyahu, drew both critics and allies of Mamdani in politics. It represents a show of force as Jewish leaders in the city ready themselves for Mamdani’s inauguration on Jan. 1, when the city will go from having a mayor who prides himself on being pro-Israel to having one who has called for its boycott.
Mamdani was asked about the pro-Israel solidarity rally at an unrelated event earlier on Thursday.
“On those who are rallying today, and on Jewish New Yorkers across the five boroughs, I look forward to being a mayor for each and every one of them, and each and every person who calls the city home,” Mamdani said. “And being that mayor means protecting those New Yorkers, it also means celebrating and cherishing those New Yorkers.”
A spokesperson for Mamdani said two weeks ago that he would continue to “discourage” the language used at the Park East protest. But speakers on Thursday called out the protesters in far more explicit terms, saying they used antisemitic rhetoric.
Those speakers included Mark Levine, the comptroller-elect who traded endorsements with the mayor-elect, and will be one of the most powerful officials in the city government alongside Mamdani.
“We are out here in the cold to denounce the hatred that was directed at our fellow Jewish New Yorkers outside of this synagogue,” Levine asserted. “It is never OK to call for the death of anyone, as these protesters did. It is not OK to obstruct and threaten people entering a house of worship, as these protesters did.”
Levine himself has been the subject of protests by left-wing groups such as Jewish Voice for Peace, which endorsed Mamdani and, like the mayor-elect, opposes Levine’s intention to invest city funds in Israel bonds.
Levine also defended attendees of the event inside Park East, which was organized by Nefesh B’Nefesh, a nonprofit that facilitates North Americans’ immigration to Israel, saying, “You can be interested in immigrating to a country even if you don’t agree with every policy of the government of that country.”
He added, “And in the case of Israel, one of the most common reasons people are interested in immigrating is to flee antisemitism, which is on the rise in New York and America — a fact perhaps lost on the protesters, who were busy trying to make the attendees feel unsafe.”
Jewish State Assembly member Micah Lasher, who is running for Congress in the 12th district which includes Park East, commended Levine on social media for his “powerful words.”
Lasher arrived at the event alongside Brad Hoylman-Sigal, the Jewish state senator and incoming Manhattan borough president who endorsed Lasher in October.
Both politicians had endorsed Mamdani in the general election, as did Assemblymember Alex Bores, one of Lasher’s opponents in the 12th district; Sen. Liz Krueger, who is Jewish; and City Council Member Gale Brewer, who were all present. Meanwhile, another notable attendee — Jonathan Greenblatt, CEO of the Anti-Defamation League — has had an antagonistic relationship with the mayor-elect, who is the subject of the ADL’s “Mamdani Monitor.”
While Mamdani was alluded to in Samuels’ remarks, some attendees said they felt that he should have been discussed explicitly.
Aaron Herman, a former New York City resident who commuted in from White Plains, in Westchester County north of the city, said he and his rabbi were discussing the subject.
“He brought up to me, like, ‘There’s one thing that was missing during this incredible rally: No one actually mentioned our mayor-elect, Mamdani,’” Herman said. “The mayor-elect said something wrong. It needs to be addressed.”
Herman shared a video he took at the rally of Rabbi Avi Weiss, the founder of the Hebrew Institute of Riverdale, in which Weiss noted that Mamdani had not been mentioned. “We’re 15 minutes into this rally and I’ve not heard the word Mamdani,” Weiss said. “He’s the problem. … I’m so proud of this rally and the people who planned it but don’t be afraid to stand up to the challenge that we face in the future — and that is the mayor elect, Mamdani.” He then sought to lead others in the crowd in chanting, “Mamdani, we are Israel.”
Still, Herman and other attendees said they appreciated the event altogether, which brought Jews from around the city to the Upper East Side. Buses were chartered from areas like Riverdale, a Bronx neighborhood with many Israeli and Orthodox Jewish residents.
“It was nice to see everyone come together,” said Allison Levy, who was also among the pro-Israel counter-protesters outside the Nefesh B’Nefesh event. “I wish we could do this more often because it seems like we’re really divided, so it was nice that people showed up — especially considering how cold it is.”
The rally included performances from Jewish musician Matisyahu, who has been a vocal supporter of Israel, and Park East Synagogue’s youth choir. Park East’s 95-year-old senior rabbi, Arthur Schneier, spoke, imploring lawmakers to implement a law prohibiting protests directly outside houses of worship.
Schneier’s son Marc, also a rabbi, has urged Mamdani to support such legislation, to which Mamdani’s team has expressed openness. Lasher co-introduced a bill banning protests within 25 feet of houses of worship on Wednesday.
Other speakers included Rabbis Joseph Potasnik and Sara Hurwitz of the New York Board of Rabbis, and 92NY’s David Ingber. Potasnik is one of five rabbis sitting on Mamdani’s transition committees.
Police blocked off the entire block of 68th Street between Lexington and Third avenues, accompanied by security from Hatzalah and the Community Security Service, Jewish security groups. Multiple speakers commended the NYPD, which had previously drawn criticism for not properly responding to the initial protest, leading commissioner Jessica Tisch to apologize at a Park East Shabbat service.
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JD Vance rejects claims that antisemitism is growing inside the GOP, breaking his silence on the topic
(JTA) — Vice President JD Vance said Thursday that he does not believe antisemitism is surging inside the Republican Party, pushing back on prominent conservatives who have raised alarms about hostility toward Jews among young right-wing activists.
“I do think it’s important to call this stuff out when I see it. I also, when I talk to young conservatives, I don’t see some simmering antisemitism that’s exploding,” Vance told NBC News in an interview marking his first year in office.
Vance said antisemitism is wrong, stating that “judging anybody based on their skin color or immutable characteristics, I think, is fundamentally anti-American and anti-Christian.” (Vance himself is a convert to Catholicism who recently said he hopes his Hindu wife chooses to become a Christian in the future.)
Vance added, “In any bunch of apples, you have bad people. But my attitude on this is we should be firm in saying antisemitism and racism is wrong. … I think it’s kind of slanderous to say that the Republican Party, the conservative movement, is extremely antisemitic.”
These remarks amount to Vance’s most direct response to Sen. Ted Cruz and other prominent figures on the right who have in recent weeks have warned of rising antisemitism among conservatives especially after Tucker Carlson, a Vance ally, hosted Holocaust denier Nick Fuentes on his podcast.
Vance’s comments land amid a larger, unresolved debate inside Republican circles over how seriously to treat the rise of explicitly antisemitic figures such as Fuentes, whose online “groyper” movement has attracted a following among young GOP staffers and activists. Jewish conservatives and other right-leaning commentators have expressed alarm at Fuentes’ influence, estimating that significant numbers of junior Republican staffers consume his content. Fuentes has described “organized Jewry” as a threat to American unity.
Vance’s silence on antisemitism was a prominent topic of conversation at a recent confab for Jewish conservatives, where speakers questioned his close association with Carlson.
President Donald Trump recently defended Carlson after the podcast host interviewed Fuentes, saying, “You can’t tell him who to interview.” Carlson campaigned for Trump in 2024 and remains influential within the administration. Trump himself met with Fuentes and Ye, the rapper formerly known as Kanye West, at Mar-a-Lago in 2022, later claiming he did not know who Fuentes was.
Vance has taken a similarly restrained approach. He defended Carlson’s son, Buckley, from accusations of antisemitism without addressing Carlson’s interview with Fuentes. In October, he was criticized for responding to a college student’s question about Jews and Israel without acknowledging its antisemitic framing.
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Ireland, Spain, Netherlands announce boycott of Eurovision following failed effort to oust Israel
(JTA) — Ireland, Spain, the Netherlands and Slovenia’s public broadcasters said they will boycott this year’s Eurovision Song Contest after a Thursday meeting of the European Broadcasting Union confirmed Israel’s participation.
The Thursday General Assembly meeting in Switzerland of the European Broadcasting Union, which organizes the annual song competition, was convened to discuss some members’ calls to have Israel ousted from the contest over the war in Gaza and allegations of voting interference.
But despite calls for a vote on Israel’s participation, the EBU instead said that its members approved new rules prohibiting voter interference from governments and third parties. (Several countries called for an audit of Eurovision’s public voting system after Israel’s Yuval Raphael took second place last year after being bolstered by the audience vote.)
While the EBU did not reference Israel in its press release following the meeting, it said that there would be “no need for a further vote on participation.”
“A large majority of Members agreed that there was no need for a further vote on participation and that the Eurovision Song Contest 2026 should proceed as planned, with the additional safeguards in place,” the EBU said in a statement Thursday.
Delphine Ernotte Cunci, the EBU’s president, praised the decision in a statement, saying that the result “demonstrates our members’ shared commitment to protecting transparency and trust in the Eurovision Song Contest.”
Israeli President Isaac Herzog wrote in a post on X that he was “pleased” that Israel will be included in this year’s competition, adding, “Israel deserves to be represented on every stage around the world, a cause to which I am fully and actively committed.”
And Golan Yochpaz, the CEO of Israeli broadcaster KAN, told EBU members during the meeting that “the attempt to remove KAN from the contest can only be understood as a cultural boycott.”
“A boycott may begin today with Israel, but no one knows where it will end or who else it may harm,” continued Yochpaz. “Are EBU members willing to be part of a step that harms freedom of creation and freedom of expression?”
But after the meeting, several public broadcasters that had previously stated their intention to boycott the competition if Israel was allowed to compete followed through on their promises.
The Netherlands’ public broadcaster AVROTROS said in a statement that it had finalized its decision to boycott the competition, citing the “severe humanitarian suffering in Gaza, the suppression of press freedom, and the political interference during the last Eurovision Song Contest.”
RTÉ, the public broadcaster of Ireland, also announced that it was pulling out of the song contest:
“RTÉ feels that Ireland’s participation remains unconscionable given the appalling loss of lives in Gaza and the humanitarian crisis there, which continues to put the lives of so many civilians at risk,” the broadcaster said in a statement. “RTÉ remains deeply concerned by the targeted killing of journalists in Gaza during the conflict and the continued denial of access to international journalists to the territory.”
The secretary general of RTVE, the public broadcaster in Spain, also criticized the EBU for declining some members’ requests to hold a vote on Israel’s participation in a press release announcing its withdrawal.
“We would like to express our serious doubts about the participation of Israeli broadcaster KAN in Eurovision 2026,” RTVE Secretary General Alfonso Morales said in an address at the meeting. “The situation in Gaza, despite the ceasefire and the approval of the peace process, and Israel’s use of the contest for political purposes, make it increasingly difficult to maintain Eurovision as a neutral cultural event.”
In her address to EBU members before the decision, the president of the board of Slovenia’s public broadcaster, Natalija Gorščak, said, “We are hostages of the political interests of the Israeli government.”
“For the third year in a row, the public has demanded that we say no to the participation of any country that attacks another country. We must follow European standards for peace and understanding,” said Gorščak. “Our message is: we will not participate in the ESC if Israel is there. On behalf of the 20,000 children who died in Gaza.”
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