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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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Cycling team Israel–Premier Tech is ditching the ‘Israel’ brand. But was it entirely their decision?
After a tumultuous season, international cycling team Israel–Premier Tech, co-owned by Canadian-Israeli billionaire Sylvan Adams, is officially going to change its name and remove the word “Israel”. The decision comes after repeated anti-Israel protests across Europe disrupted the team—whose international roster of 31 cyclists includes just three Israelis—during their open-road events, which can last hundreds of kilometres across the continent. Several cyclists crashed due to protester intervention. The decision to remove Israeli branding from Israel–Premier Tech led co-owner Adams to announce he would step away from day-to-day involvement with the team.
There’s a lot to be said about the political ramifications of wearing the Israeli name on your shirt in 2025, but our sports podcasters have a different theory about the shift. Israel–Premier Tech enjoyed a successful season that brought them back to full status with the UCI World Tour, after being relegated down to the secondary UCI ProSeries since 2023. That means the stakes are higher, the stage is bigger, and the league’s propensity for risk and disruption may well have shrunk. Is this purely a political decision, or are UCI executives trying to prevent more bad press in the coming year?
Also on the docket: the boys talk about the Toronto Blue Jays’ run to the American League championship series, big baseball moves, early NHL impressions and a quick NFL check-in.
Transcript (excerpt)
James Hirsh: We want to talk about a recent story. There’s been some news with a cycling team, Israel Premier Tech, which is owned by Canadian billionaire Sylvan Adams. And it’s not going to be Israel Premier Tech anymore.
Gabe Pulver: They’ve been called Israel Premier Tech for, I guess it’s been around five years. They’ve been an official UCI squad, you know, for the last, I think, since 2020—
James Hirsh: Which means they compete in the big cycling races like the Tour de France and Giro d’Italia, things like that.
Gabe Pulver: Exactly. They were called Israel Start-Up Nation for a number of years and Israel Cycling Academy before that. They were a part of the Vuelta a España that had to be shut down due to anti-Israel protests going on across Spain. And for a while, they took the name off the jersey and just called themselves Premier Tech for the week. That seemed to not assuage the protesters, and they’ve decided to, as a quote, “move away from its current Israeli identity”.
James Hirsh: And part of that is Sylvan Adams, we should say, who has a pretty big job right now as president of the World Jewish Congress, has said that he can’t continue to be part of the team that’s not putting Israel in the name. It seems like they acquiesced to demands, I think, based on his statement.
Gabe Pulver: So what’s interesting is that Premier Tech is a Canadian company. They’re, you know, a Quebecois tech company, and Premier Tech and its president own a chunk of it. A good chunk of the riders are Canadian and previously have been pretty supportive of the team’s Israeli identity. Another interesting part of this is that Sylvan Adams is sort of, like you said, busy with his other job, but you wonder what the future of the team holds given that, you know, sort of the face of their team and, you know, a huge part of their Canadian connection is no longer going to be day-to-day running things, you know, with their identity. Sylvan Adams is a pretty proud guy, and as their identity changes and he steps back, you wonder if he’ll continue to support the team financially as much as he has.
James Hirsh: Yeah, I think it’s very interesting to see this. This is sort of a test case for Israel’s continued involvement in certain international sports or sports that have an international component. We’ll see if that will change. Obviously, there’s been great news today about the peace deal being signed. And if anyone is getting that news on that from a Jewish sports podcast, you’ve got to tune in a little bit more.
Gabe Pulver: Yeah, yeah, yeah, exactly. Check out, close this and go to CNN and see what’s happening with that.
James Hirsh: But look, there have been calls for Israel to be removed from FIFA. We’ve talked about that. There have been calls for Israel to be excluded from other international sporting events. There have been on-the-ground protests that we’ve covered, you know, including at lower-tier sporting events. We’ll see what will come. This certainly seems like the first step of an Israeli team removing—continuing to be owned by an Israeli, is affiliated with Israeli coaches, owned by Israeli teams, all Israeli people, all that. But no longer having Israel in the name is not just a symbolic gesture.
Gabe Pulver: No. And I have a theory. It’s not a very charitable theory, but Israel Premier Tech had sort of been relegated to semi-conditional status on the World Tour this year. They had riders at a bunch of events, but they weren’t at every single event. They weren’t full Tour members. Next year, they have regained their position back in full Tour members. And after the disaster where virtually every rider on Tour was furious about all of the protesters in the Vuelta, I think they’re choosing to decide, I think they’re choosing to say we’re not going to have this shit anymore.
Like they’re going to get rid of Israel, the name, when you’re back on the Tour. Because we didn’t like the news, we didn’t like the coverage, we didn’t like the protests. You know, you can stay involved, the Israeli money. Obviously, they’ll take the Israeli money, they’ll support the Israeli riders. However, they’re very unlikely—they just don’t want the name Israel to be running around on the Tour so more people can show up and disrupt the Tour de France, which would be an enormous disaster for the sport. Maybe there are enough Jews in France and enough harmony in the international community in France that that won’t be a problem. I doubt it. But I think it’s probably a self-preservation move by the UCI before something a little bit bigger than the Vuelta a España has to get cancelled.
James Hirsh: Yeah, that makes total sense. And if there’s one thing, I don’t know much about the cycling federations and whoever runs that, but there’s one thing I know about European technocrats who run sporting organizations is that they’re all cowards and will always do the easiest thing in the goal of self-preservation.
Gabe Pulver: Yeah, self-preservation.
James Hirsh: They are about cycling, but I believe it, no matter what.
Gabe Pulver: No, they are all there. The show must go on in any possible way.
James Hirsh: Yeah.
Gabe Pulver: You know, I think if a single rider was to ever say something political, they would literally, you know, deflate their tires, like to, you know, steal a metaphor.
James Hirsh: Yeah. So when countries like Spain decide to, you know, continue their millennia-old tradition of anti-Semitism and protesters start protesting Israeli teams and non-Israeli riders at cycling events that they don’t care about in the first place—
Gabe Pulver: Yeah.
James Hirsh: —You can bet that whoever’s in charge of that cycling event is going to cave to those protesters. Absolutely.
Show Notes
Credits
- Hosts: James Hirsh and Gabe Pulver
- Producer: Michael Fraiman
- Music: Coby Lipovitch (intro), chēēZ π (main theme, “Organ Grinder Swing“)
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The answered prayers of Trump’s artful ceasefire deal
On Yom Kippur, millions of Jews around the world prayed for the release of the hostages. A week later, those prayers are on the verge of being answered
President Donald Trump’s announcement Wednesday evening that Hamas and Israel have accepted the first phase of his peace deal — including the release of all the living hostages at once, likely this weekend, in exchange for Palestinian prisoners — is as shocking as it is wonderful.
Just over two years since Oct. 7, 2023, when Hamas invaded Israel, killing almost 1,200 people and abducting 251, there has been scant good news. As the death toll mounted on both sides, we’ve had little reason to expect anything except for more bloodshed, more vengeance and more destruction.
“History teaches us that men and nations behave wisely once they have exhausted all other alternatives,” the late Israeli diplomat Abba Eban once said — and Trump saw that Israel and Hamas were both exhausted, with no alternatives.
Israel faced mounting domestic unrest, a steep decline in international support as its allies lined up to back a Palestinian state, cultural and diplomatic isolation, and a war-weary military.
Hamas lost every battle but the one it started on Oct. 7, and found itself cornered in Gaza City without the weapons lifeline of Iran and the cash infusions from Qatar. Hamas had also lost popular support. After Oct. 7, 71% of Palestinians said they supported the attack. In a May 2025 poll, that number was 51%. Support for Hamas among all Palestinians has dropped to 32% from 43% in Dec. 2023.
The outline of the current deal is similar to one President Joe Biden offered a year ago. What’s different: Trump understood that both parties were at the end of the road, and used that knowledge wisely.
He increased American leverage over Hamas by bringing Qatar closer than ever into the United States’ embrace. Skeptics said that part of that closeness came from the economic ties between Qatar and the Trump family and its associates. If that’s what brings the hostages home, I’m frankly not sure I care.
At the same time, Trump finally stood up to Israeli Prime Minister Benjamin Netanyahu. According to news reports, he lost his temper with Netanyahu following Israel’s September assassination attempt against Hamas leaders in Doha, Qatar. That shocking expansion of the war threatened the Abraham Accords, the singular diplomatic achievement of Trump’s first term, as well as direct U.S. interests: Qatar hosts the largest American air base in the Middle East.
The first clue that Trump’s deal might really come through, after so many failed efforts to secure a lasting ceasefire, was that Trump successfully forced Netanyahu to make a personal apology to Qatar last week — something almost unprecedented in Middle East diplomacy. He then extended the promise of a NATO-like American defense shield to Qatar, also unprecedented.
All that maneuvering has led to an agreement that, if it holds, will be a stunning victory against extremism.
Hamas and other Palestinian militant groups have reaped the fruits of violent resistance. Could they be more rotten and bitter?
Far-right Israeli leaders and their supporters who fantasized about re-occupying Gaza — which would’ve been almost inconceivable without consigning the remaining hostages to death — will not get their way. “I said ‘Israel cannot fight the world Bibi, they can’t fight the world,’” Trump said.
And the longer term implications of Trump’s plan provide a pathway to peaceful coexistence between Israelis and Palestinians, which would almost certainly deprive those same Israelis and their supporters of dominion over the West Bank and the almost 2 million Palestinians who live there.
The deal is a blow to extremists outside the region as well — those online social media warriors who have been trashing the deal, eager to fight the Zionist entity into nonexistence. The prospect of peace and coexistence must be a huge disappointment for them.
“Let it be known that Western leftists who oppose the ceasefire plan in Gaza are now more radical and rigged than Hamas itself,” wrote Palestinian activist Khalil Sayegh last week, “Hamas sounds reasonable compared to the keyboard warriors in the West.”
For the rest of us, the deal is a giant leap in the right direction.
In January, when Trump oversaw a deal to release 33 hostages with the same promise of a long-term Israeli Palestinian accord, I wrote that if it came to pass, I would be the first in line to hang the Nobel medal around his neck. I still think he is a clear and present danger to democracy in the U.S. and to the well-being of the most vulnerable Americans, as the current government shutdown makes clear.
But credit where credit is due. This is an artful deal, one that returns hope to a region where it had all but disappeared.
That last deal fell apart when Netanyahu refused to enter the second phase of negotiations. This one has more of the necessary threats and benefits behind it to keep all the parties in line. Here’s praying it holds — for the hostages, for Israelis and Palestinians, and for the world.
The post The answered prayers of Trump’s artful ceasefire deal appeared first on The Forward.
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Deal to release ‘ALL of the hostages’ from Gaza has been struck, Trump announces
Dozens of Israeli hostages held for two years in Gaza, including 20 who remain alive, are set to be released imminently following an agreement between Israel and Hamas that could lead to a permanent ceasefire.
U.S. President Donald Trump announced the deal on Wednesday evening, saying that both sides had signed off on a “first phase” of the peace proposal he unveiled last week. The agreement came a day after the second anniversary of Hamas’ attack on southern Israel, when the group that has controlled Gaza took about 250 hostages. Of them, 48 remain.
“This means that ALL of the Hostages will be released very soon, and Israel will withdraw their Troops to an agreed upon line as the first steps toward a Strong, Durable, and Everlasting Peace. All Parties will be treated fairly!” he wrote on Truth Social. “This is a GREAT Day for the Arab and Muslim World, Israel, all surrounding Nations, and the United States of America, and we thank the mediators from Qatar, Egypt, and Turkey, who worked with us to make this Historic and Unprecedented Event happen. BLESSED ARE THE PEACEMAKERS!”
Israeli Prime Minister Benjamin Netanyahu confirmed the agreement in a post on X. “With the approval of the first phase of the plan, all our hostages will be brought home. This is a diplomatic success and a national and moral victory for the State of Israel,” he wrote.
Soon, social media began to fill with footage of celebrations. In Israel, hostage families who have battled for their loved ones’ return could be seen dancing in jubilation and the hostages freed in past ceasefires posted videos of themselves weeping as they addressed the men they were forced to leave behind. In Gaza, Palestinians who have endured two years of deadly bombing, pressing hunger and mass displacement expressed hope that the pressing dangers they face could soon recede.
Einav Zangauker, Michel Iluz, Hagai and Anat Angrest, and Ayelet Samerano– all parents of hostages– in a huge group hug at Hostages Square. They fought like lions. pic.twitter.com/yotiYggzDC
— Noga Tarnopolsky נגה טרנופולסקי نوغا ترنوبولسكي (@NTarnopolsky) October 9, 2025
An exact timeline for the hostage release was not immediately clear, but Israeli media reported that urgent preparations were underway with the expectation that hostages could come home by the weekend — ahead of the Simchat Torah holiday that marks the two-year anniversary of the attack in the Jewish calendar. Family members abroad were being flown to Israel and hospitals were being prepared to receive 20 men who have experienced two years of brutality and hunger.
Special attention was being paid, Israeli media reported, to the families whose loved ones would not immediately return — while Hamas committed to returning the bodies of deceased hostages, it has reportedly not yet located all of them and there is a widespread expectation that some may never be found.
U.S. Jewish groups as well as Israeli hostage advocacy groups welcomed the announcement in press releases and videos that expressed appreciation for Trump’s aggressive efforts to press for a deal. Trump’s son-in-law Jared Kushner and his Middle East envoy Steve Witkoff joined the Gaza talks earlier on Wednesday, in a sign that an agreement was potentially imminent.
The exact terms of the deal were still emerging on Wednesday evening but Israeli media was reporting that Israel would retain control of a majority of Gaza until the last hostage is released and that Israeli would not be required to release from its prisons anyone involved in the Oct. 7 attack.
Many elements of Trump’s peace proposal, including demands that Hamas disarm and that a postwar governance structure be established, are expected to be negotiated after the first phase. Israel ended the last ceasefire, in February, rather than continue negotiating. But Trump has indicated that he plans to maintain pressure on both sides to extend their truce into a permanent peace.
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