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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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80 Years After the Holocaust, Did Antisemitism Disappear? Or Did Anti-Zionism Replace It?
A German and Israeli flag fly, on the day Chancellor Friedrich Merz meets with Israeli President Isaac Herzog for talks, in Berlin, Germany, May 12, 2025. Photo: REUTERS/Liesa Johannssen
There is a comforting narrative circulating in Western discourse. It insists that the surge of anti-Israel activism we see today is nothing more than political engagement. We are told it is about policy disagreements, about borders, about governments and human rights. We are assured it has nothing to do with Jews as Jews.
Yet over and over again, the façade cracks. Beneath the slogans and hashtags, something much older surfaces. What presents itself as principled opposition to a state too often reveals itself as hostility toward a people.
For centuries, Jews have been blamed for calamities that had nothing to do with them. During the Black Death in medieval Europe, Jewish communities were accused of poisoning wells and spreading plague. These lies triggered massacres. In times of disease and social instability, fear sought an outlet and found it in the Jewish minority.
The pattern did not end there. Blood libels claimed that Jews murdered Christian children to use their blood in religious rituals. Jews were portrayed as shadowy financiers manipulating global markets, engineering wars, and controlling governments. These were not fringe ideas whispered in dark corners. They were preached from pulpits, embedded in political rhetoric, and woven into cultural narratives.
The consequences were catastrophic. The expulsions from European kingdoms. The pogroms that swept across Eastern Europe and parts of the Middle East all the way up until the 1900s. The 1929 massacre in Hebron, where Jews were slaughtered in their homes. And ultimately the Holocaust, orchestrated by the Nazi regime under Adolf Hitler, in which six million Jews were systematically murdered. Each era insisted it was responding to some new threat. Each era recycled ancient accusations.
Many antisemites now claim they only oppose Israel — but are we really supposed to believe that 80 years after 1/3 of every Jew on Earth was murdered, that antisemitism has disappeared and this is all about Israel?
Modern terrorism continued the pattern. At the 1972 Munich Olympics, members of the Israeli team were murdered in cold blood. In 1985, during the hijacking of the cruise ship Achille Lauro, a Jewish passenger was singled out and killed. In 1976, Jewish hostages were separated from others in Entebbe before a dramatic rescue operation. And on October 7, 2023, Israeli civilians were massacred in their homes, children were abducted, and elderly people were dragged into Gaza by Hamas. Once again, Jews were targeted not for what they had done as individuals, but for who they were.
Each time, the world proclaims never again. Each time, hatred finds new language.
That’s why most “anti-Zionism” is just antisemitic logic repackaged for the digital age.
The intellectual dishonesty extends further. Marginal sects such as Neturei Karta are frequently showcased as the authentic voice of Judaism because they oppose the State of Israel. This tiny, fringe group does not represent mainstream Jewish communities in Israel or the Diaspora. Yet their images are amplified to suggest that “real Jews” reject Jewish self determination. It is not an honest engagement with Jewish diversity. It is a strategy to legitimize hostility.
In online spaces, the pattern is unmistakable. Comment sections filled with recycled tropes about Jewish control of media, finance, and politics are everywhere. Every geopolitical development is reframed as evidence of a hidden Jewish hand. Emotional accusations drown out factual context. In the age of algorithms, outrage spreads faster than correction. A sensational claim travels further than a careful explanation.
None of this means that Israel is beyond criticism. But there is a difference between criticism and much of what is happening now.
The State of Israel was established after centuries in which Jews lacked sovereignty and paid for that vulnerability with blood. It emerged in the aftermath of the Holocaust, when the absence of refuge proved fatal. To reduce its existence to colonial ambition is to erase Jewish history and the lived reality of exile, persecution, and statelessness.
Antisemitism disguised as anti-Zionism is not diminishing. It is intensifying across university campuses, in activist movements, and in mainstream conversation. The vocabulary may sound modern, but the underlying message echoes the past. Jews are uniquely malevolent. Jews are collectively responsible. Jews are the problem.
The antidote is not censorship but clarity. Historical literacy matters. Facts matter. Calling out antisemitic tropes when they appear, even when wrapped in fashionable language, is not an attempt to silence dissent. It is a defense of truth and moral consistency.
The lesson of history is neither abstract nor distant. When antisemitism is trivialized or excused, it spreads. When it is confronted with moral seriousness and factual rigor, it loses legitimacy. If we are sincere in our commitment to a world where Jews are not scapegoats for every crisis, then we must recognize that anti-Zionism too often serves as the latest vessel for the oldest hatred.
The responsibility to say so belongs to all of us.
Sabine Sterk is the CEO of Time To Stand Up For Israel.
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Israel, AIPAC Take Center Stage in Competitive US Congressional Primary
Aug. 12, 2025, Chicago, Illinois, US: Daniel Biss, mayor of Evanston, Illinois, attends a rally at Federal Plaza in Chicago after the announcement that the Trump administration has unilaterally ended the collective bargaining agreement with federal unions. Photo: Chicago Tribune via ZUMA Press Wire via Reuters Connect
Leading candidates in a hotly contested open-seat Democratic primary for US Congress are dueling over support for Israel and the country’s largest pro-Israel lobbying group, which have become key focal points of the race.
Tensions have been simmering for months but escalated after a super PAC known as Elect Chicago Women — which is reportedly supported by donors tied to the American Israel Public Affairs Committee (AIPAC) — began airing its first attack ad in Illinois’ 9th Congressional District last weekend. The ad accused progressive Evanston Mayor Daniel Biss of being “willing to say anything to get elected.”
Elect Chicago Women has spent hundreds of thousands of dollars on broadcast television attacking Biss and more than $2 million boosting moderate state Sen. Laura Fine, according to federal filings.
The political action committee has not publicly disclosed its donors ahead of the primary, fueling complaints from Biss and other candidates about covert influence in the contest.
In a statement on Sunday, the Biss campaign stated that voters “won’t be fooled by these slimy dark money ads, and they won’t allow right-wing special interests to pick our next member of Congress.”
The next day, Biss released an attack ad targeting Fine for receiving money from supporters of AIPAC, which Biss’s campaign described as a “Trump-aligned, pro-Netanyahu” group, referring to US President Donald Trump and Israeli Prime Minister Benjamin Netanyahu. The ad also said that AIPAC was aligned with “MAGA,” or Trump’s Make America Great Again movement.
AIPAC is a prominent lobbying group that seeks to foster bipartisan support for the US-Israel alliance. Despite making bipartisanship a key tenet of its work, AIPAC has in recent years become a favorite target of left-wing, Democratic activists and politicians.
Before the latest dueling ads, the clash in Illinois’ 9th District spilled into a candidate forum hosted by the Pink Poster Club last week in Evanston, where contenders were asked directly whether they accept contributions from AIPAC or longtime AIPAC supporters.
Fine was the only candidate on stage to say yes. She clarified that she has not received money directly from AIPAC itself but has accepted donations from individuals who support the group, as well as from some Republican donors. AIPAC has not formally endorsed any candidates in the race.
Nonetheless, Biss seized on Fine’s distinction, arguing that Democratic voters should question why right-leaning and pro-Israel special-interest donors are investing heavily in a Democratic primary. He has framed the super PAC spending as an attempt by outside forces to purchase the seat and shape the district’s representation on foreign policy.
Fine was also the sole candidate last week to respond “yes” to supporting continued military assistance for Israel.
Other rivals echoed concerns about transparency and influence, but it was Biss who most forcefully made policy toward Israel and AIPAC-aligned spending a centerpiece of his critique.
Fine has pushed back, saying the attacks mischaracterize both her record and her motivations. She points to her legislative work in Springfield on issues such as abortion rights, health-care access, and environmental protection, arguing that her support is grounded in her progressive credentials.
She has also emphasized her longstanding ties to the local Jewish community, a significant constituency in the district, and said backing from pro-Israel donors reflects shared values, not outside control. Supporters argue that strong US–Israel relations are a mainstream Democratic position and that accepting donations from pro-Israel individuals does not conflict with progressive priorities.
Fine and her campaign have denied any coordination with outside groups and contend that Biss is unfairly singling out Jewish and pro-Israel donors for political gain. Moreover, Fine has taken aim at Biss for his supposed connections with conservative donors.
“Daniel Biss has relied on Republican donors for years and voters are sick of politicians who say whatever it takes to win an election,” Fine’s campaign said in a statement.
At last week’s forum, Fine said she was “sick and tired of being Dan-splained,” noting that Biss met with AIPAC officials multiple times before rebuking their involvement in the race.
“When they said, ‘We don’t trust you,’ he changed his tune again. And that’s not a surprise, because he’ll tell one group one thing and another group another,” Fine said.
Another candidate in the race, Kat Abughazaleh, a 26-year-old Palestinian-American social media personality who has repeatedly accused Israel of so-called “genocide” in Gaza, also slammed Biss for previously meeting with AIPAC officials.
Biss currently leads the primary with 24 percent support among voters, according to a new poll commissioned by the Evanston RoundTable and conducted by Public Policy Polling, a firm affiliated with the Democratic Party. He was followed by Abughazaleh at 17 percent and Fine at 16 percent, with nearly a quarter of voters still undecided.
In the open competition to replace retiring Democratic Rep. Jan Schakowsky, Fine has sought to establish herself as the most Israel-friendly candidate, stressing the importance of Israel’s self-defense and the importance of continuing the American alliance with the Jewish state.
Biss, who is Jewish, has taken a harsher stance against Israel, issuing sharpened criticisms of the Jewish state’s conduct in Gaza. Though Biss has stated that he supports Israel and has expressed desire for continuing the alliance between Washington and Jerusalem, he has condemned the Netanyahu government and called for increased restrictions on US military aid. However, the mayor also spent large stretches of his childhood in Israel and has expressed a generally positive sentiment toward the nation and its people.
Nonetheless, Biss has promised not to accept any funding or support from AIPAC, accusing the prominent lobbying group of having “MAGA-aligned donors” and arguing that accepting its support would force him to “compromise” his progressive values.
Last month, US Rep. Tim Walberg (R-MI), chairman of the House Committee on Education and the Workforce, penned a letter demanding answers from Biss, accusing him of failing to protect Jewish students during a pro-Hamas, anti-Israel encampment at Northwestern University that, lawmakers say, devolved into widespread antisemitic harassment and violence. Northwestern’s campus is located in Evanston.
Illinois’ 9th District, long represented by progressive stalwarts, is heavily Democratic and includes Evanston and Chicago’s North Side. In such a deep-blue seat, the winner of the March primary will be the overwhelming favorite to win the general election.
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IDF Base Sports Center Destroyed in Oct. 7 Attack Reopens as Part of Multi-Million Dollar Rebuilding Project
Inside the reconstructed sports complex at the Israel Defense Forces’ Re’im Base during its reopening ceremony on Feb. 24, 2026. Photo: FIDF
A sports center and gym at the Israel Defense Forces (IDF) base in Re’im, Israel, reopened on Tuesday after being infiltrated on Oct. 7, 2023, by Hamas-led terrorists, who used the facility to plan further attacks against Israelis before it was ultimately destroyed.
The sports center at the IDF base in Re’im, which serves as the military’s Gaza Division headquarters, was reconstructed and reopened as part of a NIS 23 million ($7.44 million) project to restore facilities destroyed during the deadly massacre across southern Israel. The facility was rebuilt from the ground up and now includes a state-of-the-art fitness gym and indoor basketball arena. A mezuzah was placed on the doorpost of the center during its reopening ceremony on Tuesday and a commemorative plaque was unveiled.
A project to make the base fully operational again was led by Friends of the Israel Defense Forces (FIDF) and the Association for Israel’s Soldiers (AFIS). The sports center’s original construction was funded by donors from FIDF’s New York Tristate Area Real Estate Affinity Group, who united after the Oct. 7 attack to launch its rebuilding. Marty Berger, co-chair of the group, spoke at the center’s reopening on Tuesday.
“I remember when we first built this gym and facility and coming back over the years to see how much they meant to you,” he told IDF solders and FIDF supporters in attendance. “When we returned in December 2023, just two months after Oct. 7, we saw the damage and the bullet holes throughout the gym and fitness center. It was heartbreaking, but we also saw how the Gaza Division re-emerged ready to defend Israel with strength and determination and we vowed to rebuild it. To see this place rebuilt and to have played a small part in restoring it is deeply humbling.”
Hamas-led terrorists infiltrated the IDF base on Oct. 7, 2023, and used the sports center as their own center for operations, where they planned further attacks on IDF soldiers and their families on base. When IDF special forces closed in and tried to regain control of the base, the terrorists used the gym as the site for their final stand-off. The IDF ultimately ordered an airstrike against the terrorists, which completely destroyed the building. Many of the military base’s structures were also damaged in the Oct. 7 attack and considered unusable.
“Rehabilitating [the] Re’im base is a true mission, stemming from the inseparable bond between the Jewish community in the United States and IDF soldiers,” said FIDF CEO Maj. Gen. (Res.) Nadav Padan. “The reconstruction of the sports center and other welfare facilities symbolizes the determination to restore routine, stability, and a place that enables soldiers to continue their mission with a sense of security and pride. We stand alongside the soldiers of the Gaza Division today and in the future, with full and ongoing commitment.”
“The completion of this rehabilitation project is not only the rebuilding of structures but also symbolizes the end of a complex period and the beginning of a new path for the soldiers and commanders at Re’im base,” added AFIS CEO Col. (Res.) Shari Nechmias-Carmel. “It is an expression of life, spirit, and hope returning to the base, and of our commitment to providing those who serve there with a dignified environment that is strengthening and secure.”
The NIS 23 million reconstruction project also includes the restoration of the military base’s synagogue, library, health clinic, and other structures damaged during the Oct. 7 attack.