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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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Congressional Hopeful Michael Blake Seeks to Erase AIPAC Support, Misleads on Past Trips to Israel
Former New York State Assemblyman Michael Blake is running for US Congress in the Democratic primary in New York’s 15th Congressional District. Photo: Screenshot
Michael Blake, a progressive Democrat running for US Congress in New York City, appeared to have recently made misleading statements about the nature of his previous trips to Israel and relationship with AIPAC, the country’s foremost pro-Israel lobbying group.
In Instagram comments, Blake characterized one of his visits to Israel as being done in his capacity as a reverend. Blake visited Israel in 2014 with the Jewish Community Relations Council (JCRC) and in 2017 with the AIPAC-affiliated American Israel Education Foundation.
“I attended a trip and spoke at previous events about my faith as an ordained reverend and about the Black & Jewish relationship but haven’t been involved in years,” he posted when asked to clarify his ties to AIPAC, which seeks to foster bipartisan support for the US-Israel alliance.
Blake, a former New York state assemblyman, is running an insurgent left-wing campaign to unseat incumbent US Democratic Rep. Ritchie Torres, a staunch supporter of Israel, in the state’s 15th congressional district.
Regarding previous support from AIPAC, Blake said, “Donations would have been minimal in the past.”
Social media screenshot
However, Blake’s social media comments contradict previous documentation about the nature of his trip to Israel and relationship with AIPAC. Although Blake asserted that he visited Israel with an AIPAC-linked group as a reverend, reports indicate that he attended AIPAC events through 2019 and only became ordained as a reverend following his 2020 Democratic primary defeat to Torres.
“The Bronx Democrat then gave up his Assembly seat to fall to Ritchie Torres in a 2020 congressional race. Since then, he’s run his public affairs firm, backed Maya Wiley’s 2021 run for mayor, and got ordained as a reverend,” Politico reported in 2024 in an article on Blake considering a bid at the time for New York City mayor.
Contrary to Blake’s assertions that he only participated with AIPAC as a reverend, the politician participated in multiple AIPAC events, including its annual policy conference in 2017 while serving as vice chairman of the Democratic National Committee (DNC). Skeptics have suggested that Blake invoked religion to minimize progressive blowback over his connections to AIPAC.
Last year, the New York Post first reported that Blake deleted several past social media posts touting his attendance at AIPAC events.
Since announcing his campaign to unseat Torres, Blake has lurched farther left on the Israeli-Palestinian conflict in an apparent attempt to court progressive voters. Blake has issued blistering statements condemning Israel of committing a so-called “genocide” in Gaza and vowed to vote against any military aid to the Jewish state.
“I am ready to fight for you and lower your cost of living while Ritchie fights for a Genocide. I will focus on Affordable Housing and Books as Ritchie will only focus on AIPAC and Bibi,” Blake posted on X in a statement last year announcing his candidacy, referencing Israel Prime Minister Benjamin Netanyahu.
In May 2025, however, during his failed campaign for mayor, Blake walked back his accusations of “genocide” against Israel, claiming that he regretted using the term to characterize the war in Gaza.
“It was wrong language to use,” Blake said, referencing his October 2023 post which accused Israel of committing genocide in Gaza. He apparently again reversed his stance when launching his congressional bid in New York’s 15th district.
Despite his efforts, Blake’s previous trips to Israel and history of praising the Jewish state have elicited skepticism among left-wing voters in New York City. Progressive critics have pointed to his 2017 speech at the annual AIPAC conference in which he lavished praise on Israel. In 2020, while speaking with Jewish Insider, he compared his experience as an African American to the struggles of Jewish people in Israel.
As the relationship between the Democratic Party and Israel continues to deteriorate following the breakout of the Israel-Hamas war, liberal politicians have continued to recalibrate their approach to Middle Eastern geopolitics. Many ambitious Democratic candidates have staked out positions on Israel more aligned with the far-left, progressive flank of the party, accusing the Jewish state of “genocide” and “ethnic cleansing” while vowing to oppose any arms sales to Jerusalem.
Despite his aggressive overtures to progressives, Blake’s campaign to unseat Torres still remains a longshot. The 15th district encompasses Riverdale, a heavily Jewish and affluent community and hub of pro-Israel activism. Polling suggests that Torres maintains heavy levels of support in his district, placing him among the most popular politicians in the state of New York.
Blake’s campaign did not respond to a request for comment for this story.
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National support group for interfaith Jewish families guts staff amid funding crisis
(JTA) — A national nonprofit that supports interfaith Jewish families has slashed its workforce after facing an unanticipated budget shortfall.
18Doors announced on March 31 that it had “significantly” reduced its staff due to budget constraints. In fact, about two-thirds of the staff were laid off the week before the announcement, board member Laurie Beijen told the Jewish Telegraphic Agency.
The nonprofit had 15 staff members last August, according to an archived version of its website. This week, it lists four employees, nearly all in the C-suite.
CEO Mike Wise has stepped down, and 18Doors is now being led by Ellen Frank, the chief operating officer, and Adam Pollack, the chief program officer, the organization said.
Among those no longer at 18Doors are employees responsible for fundraising, creating digital content about interfaith inclusion and running a referral service to connect interfaith families and clergy. That service, which the organization says reached 2,000 families a year, remains operational, Beijen said, but “to a lesser degree.”
She said the budget crunch was complex and had come as a surprise. She cited in particular the squeeze felt by nonprofits like 18Doors in recent years as foundations and donors shifted their giving priorities toward Israel and fighting antisemitism.
“We were kind of caught off guard by the severity of our funding issues,” Beijen said. “It’s a myriad of causes that are sort of short, medium and long term, and we ended up just getting caught in this storm.”
Jodi Bromberg stepped down as CEO in 2024 after helming the organization for a decade, including during its 2020 rebrand from InterfaithFamily. The organization hired a search firm to find her replacement and a consulting firm to help draw up a strategic plan, which Beijen said it had been “on the cusp” of announcing before instead sharply contracting.
A delayed annual gift also scrambled budget planning, Beijen said, with a gap of just a few months sending the organization into a financial crisis. 18Doors declined to identify the donor or the size of the gift.
The nonprofit has raised $2 to 3 million a year in recent years and spent all of that or more, according to its filings with the IRS. Its significant donors have included the Marcus Foundation and Combined Jewish Philanthropies, the Jewish federation in Boston, where 18Doors is based. The Marcus Foundation and CJP did not respond to requests for comment.
In a statement emailed to the 18Doors community and posted on social media last week, the nonprofit wrote, “The Board has since secured necessary funding to stabilize the organization in the short term.”
Jewish philanthropic giving has changed since the Hamas attack on Israel on Oct. 7, 2023, with many donors choosing to focus on pro-Israel giving and causes that address antisemitism.
In December, the Shabbat dinner nonprofit OneTable laid off a quarter of its staff, citing donors’ funding priorities. The group is adapting its programming to include more Israel content.
At the recent Jewish Funders Network international conference, speakers, funders and philanthropy executives put a heavy emphasis on giving toward Israel and antisemitism-related issues, according to video and recaps of the conference.
Activists and educators in other areas say that while Israel and antisemitism are important issues, other causes are being left behind.
Founded in 2001, 18Doors says its mission is to encourage mixed-heritage families to engage in Jewish life, while encouraging Jewish communities and clergy to become more welcoming and inclusive.
18Doors’ vision of inclusion for interfaith families has grown closer to reality in the decades since its launch. In 2001, a Pew survey found that half of Jews who married in the previous 10 years had married non-Jews. Two decades later, in 2021, it found that the rate for marriages in the last decade had risen to 61%. Most children of the couples were being raised Jewish, the survey found, with participation in synagogue life and Jewish institutions common.
Two major seminaries recently began admitting students who are in relationships with people who are not Jewish, saying that they wanted to ordain rabbis who match the communities they serve. And in December, while continuing to prohibit intermarriages performed by its rabbis, leaders of the Conservative Movement formally apologized for decades of discouraging intermarriage between Jews and non-Jews and vowed to create new opportunities for inclusion in Conservative synagogues.
But advocates for interfaith families say much more needs to be done.
“The idea that being warm and welcoming is sufficient is false. There’s much more to learn and to do,” said Keren McGinity, an interfaith educator and scholar. “18Doors is important because they are part of the work that gets done, including training clergy.”
McGinity has her own experience with layoffs in the interfaith inclusion space. She was the interfaith specialist at the United Synagogue of Conservative Judaism before her position was eliminated last year.
She said she is optimistic that 18Doors’ financial crunch will be temporary — but she said she believed the Jewish philanthropic landscape needs to change nonetheless.
“What concerns me is that there should be more funding channeled towards engaging interfaith couples and families,” McGinity said.
Though no other institution has quite the national reach that 18Doors has, other organizations addressing some aspects of interfaith family life include the children’s Jewish literacy program PJ Library; Embark at Mem Global, a program for interfaith and mixed-heritage couples in their 20s and 30s; and Honeymoon Israel, which provides trips to Israel for “young couples of all backgrounds.”
Beijen said 18Doors is aiming to preserve its flagship 18-month clergy program, the Rukin Rabbinic Fellowship, which provides training for spiritual leaders who work with interfaith families.
Bromberg, the group’s former CEO, says 18Doors serves families like hers: Her wife is Catholic and they have children together. Now a consultant helping other nonprofits, she said the cuts at 18Doors signify both a crushing loss and a pressing question.
“These are long time, long-tenured staff. The Jewish community as a whole will lose the institutional knowledge and the relationships that it’s had through 18Doors, through the laying off of those staff,” she said.
Bromberg added, “The question it leaves in the minds of families like mine is: Whose priority are mixed-heritage and interfaith families in Jewish life?”
The post National support group for interfaith Jewish families guts staff amid funding crisis appeared first on The Forward.
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Jewish groups condemn Trump’s threat that a ‘whole civilization will die’ in Iran
(JTA) — Jewish groups were among those criticizing President Donald Trump and accusing him of using genocidal rhetoric on Tuesday after Trump posted online that “a whole civilization will die tonight” if Iran does not reopen the Strait of Hormuz.
“A whole civilization will die tonight, never to be brought back again,” wrote Trump in a post on Truth Social. “I don’t want that to happen, but it probably will. However, now that we have Complete and Total Regime Change, where different, smarter, and less radicalized minds prevail, maybe something revolutionarily wonderful can happen, WHO KNOWS?”
The president’s comments came hours before his 8 p.m. deadline for Iran on Tuesday to reach a deal to reopen the Strait of Hormuz, and were met by swift condemnation by a group of Senate Democrats, including Minority Leader Chuck Schumer.
“We speak today with one voice and one purpose: to condemn President Trump’s threat to extinguish an entire civilization,” Schumer wrote in a joint statement. “This is not strength. Intentionally destroying the power, water or basic infrastructure upon which tens of millions of civilians depend to punish the very civilians who suffer at the hands of the Iranian regime would constitute a war crime, a betrayal of the values this nation was founded on and a moral failure.”
Amy Spitalnick, the CEO of the Jewish Council for Public Affairs, condemned the president’s remarks, saying in a statement that there were “simply no words to describe the danger of a U.S. president openly threatening to erase an entire civilization.” She alluded to Jews’ history of facing genocidal leaders in her comments.
“Make no mistake: the president’s threats are deeply reprehensible to us as Jews and as Americans, and must be condemned by all leaders – regardless of their stance on the war with Iran,” Spitalnick said. “We know what it means when leaders call for communities and populations to be wiped out.”
Spitalnick was not the only Jewish leader to weigh in. Jeremy Ben-Ami, the president of the liberal pro-Israel lobby J Street, said in a statement that the group was “appalled by President Trump’s heinous remarks.”
“This language – a threat to carry out war crimes – is a searing violation of Jewish and American values, certainly will not lead to the de-escalation we desperately need and is a terrifying example of the senseless violence that has characterized Trump’s leadership,” Ben-Ami said, calling on Congress and the Cabinet to “do everything in their power to restrain and remove him.”
Other progressive Jewish groups and leaders accused Trump of promoting genocide, including Bend the Arc: Jewish Action, which wrote in a post on Instagram, “This is not strength. This is not safety. This is a call for genocide.”
Timothy Snyder, a historian of the Holocaust, also leveled the accusation against the president in a Substack post published on Tuesday titled “The president speaks genocide.”
“To bomb a bridge or a dam or a power plant or a desalinization facility, very likely a war crime in any event, could very well have a different legal significance, a genocidal one, if it takes place after the expression of genocidal intent by the commander and head of state,” Snyder wrote.
For some Jews, the president’s looming deadline for Iran carried added significance as it came during the final days of Passover — and as Iran continued to barrage Israel with missiles.
“Tonight, I pray that the Pharaohs who insist on our demise recognize the harm that they may bring on themselves,” Rabbi Arie Hasit, associate dean of the Schechter Rabbinical Seminary in Israel, wrote on Facebook. “That they recognize that Iran can put aside its insistence that Israel must be destroyed and that they can make the necessary steps to end this war.”
“And I pray that if they are overcome by Pharaoh, that no leader try to play the part of God,” Hasit continued. “That in the name of my future, we do not wipe out any civilization. That we understand that even the worst of enemies does not justify the use of the fiercest of our power.”
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