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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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Hungary is poised to topple an authoritarian leader. American Jews have something to learn
An aspiring authoritarian, who has spent more than a decade shaping his country through a political project of popularist grievance and personal enrichment, may soon meet his electoral end.
That elected leader is not President Donald Trump, but Hungarian Prime Minister Viktor Orbán, who has ruled Hungary consecutively since 2010 (and who previously served as prime minister between 1998 and 2002). Hungarians will go to the polls on April 12, and Orbán’s Fidesz party is polling well behind the conservative, pro-European Tisza. That Trump, who is closely allied with Orbán, this week dispatched Vice President JD Vance to Budapest to campaign for Orbán may not be enough. (While there, Vance baselessly claimed EU interference in Hungary’s elections, turning back to the same old Trump playbook.)
There is much that Americans can learn from the Hungarian experience of years spent under the governance of someone accused of dismantling rule of law, a person whose inner circle has grown rich during his time in office. But American Jews in particular should pay attention. Because Orbán’s administration has used antisemitism as a political tool throughout his time in power, and is desperately turning to this hatred once again on its way, possibly, out the electoral door.
Examining the different purposes for which Orbán has employed antisemitism is instructive. The essential lesson: Antisemitism deployed by powerful people is often an attempt to evade accountability for their own bad actions.
The Orbán administration has tried to rewrite history so as to paint Hungary as a perpetual victim or victor — never a country responsible for misdeeds like, say, allying with Nazi Germany prior to being occupied by it. Orbán, like other politicians interested in historical revisionism, has tried to make adherence to his specific retelling of Hungarian history synonymous with being a true Hungarian. Anyone who challenges his vision is, in it, an enemy of the state.
For no one has that been more true than Hungarian-born Jewish billionaire philanthropist George Soros. In past elections, Orbán has inflated Soros to the status of a political adversary, campaigning against a spectral version of him instead of his actual political opponents. This approach, rife with antisemitic dog whistles, has been alarmingly effective.
“We are fighting an enemy that is different from us. Not open, but hiding; not straightforward but crafty; not honest but base; not national but international; does not believe in working but speculates with money; does not have its own homeland but feels it owns the whole world,” he said of Soros in the 2018 campaign, invoking any number of longstanding antisemitic tropes.
When Orbán’s authoritarian efforts extended to cracking down on liberal institutions and civil society, he turned again to antisemitism in the form of Soros conspiracy theories.
Under attack by Orbán, Central European University, the university that Soros founded, has mostly been pushed out of its original home of Budapest. When the Hungarian government passed legislation to criminalize helping those who wanted to claim asylum in the country, it was called “Stop Soros” legislation. NGOs in Hungary have long been smeared for receiving money from Soros’ Open Society Foundations, accused of being proxies through which Soros is “targeting” Hungary.
Recently, Orbán has pivoted, making Ukrainian President Volodymyr Zelenskyy the new scapegoat of his antisemitic conspiracy theories.
He has charged that support for Ukraine is expensive and even dangerous, and pushed the idea that Orbán and Fidesz are all that prevents such support from leading Hungary to disaster. Orbán and Fidesz have erected billboards showing Zelenskyy smirking with an outstretched hand, in a pose reminiscent of the antisemitic “happy merchant” meme. Perhaps most tellingly and menacingly, Fidesz has put up posters with Zelenskyy’s face, blazoned with nearly the same words that, almost a decade ago, accompanied campaign posters with Soros’s visage on them: “Let’s not let Zelenskyy have the last laugh.”
As Hungarians are asking what, exactly, the last decade and a half of autocracy have accomplished for them, their governing party appears to be suggesting that it is the only thing standing between them and the machinations of a nefarious Jew. Antisemitism can be many things, but in Hungary, again and again, it has been an attempt to trick citizens out of asking what good Orbán’s government has done for them.
This playbook has clear resonances in that deployed by Trump.
When threatened, Trump and his allies repeatedly turn to blaming Soros. They have used the idea of Soros as a sort of universal bogeyman to try to explain away Trump’s felony charges and to justify violence against citizens protesting ICE. The Department of Justice has tried to find ways to push for prosecutions of Soros and his allies, on far-fetched charges possibly including material support of terrorism.
What Orbán and Trump have both bet on is that dog whistling about all-powerful Jews will distract enough voters from noticing while they help themselves to their country’s rights and riches. If Orbán is defeated on Sunday, his loss will send an essential message to Americans: that strategy can only sustain a leader for so long.
Flailing about and sowing the seeds of antisemitic conspiracies cannot change the stubborn fact that neither Soros nor Zelenskyy is in charge in Hungary: Orbán is. Hungarians seem to see, now, that all that talk about Soros didn’t make their lives any better. Neither will going after Zelenskyy.
We can hope Hungarians remember that as they go to the polls. We, American Jews, should remind others, and ourselves, of it here, too. We often focus on trying to communicate that antisemitism is hateful and unfair toward American Jews. Perhaps, in addition, we should try to point out that Trump’s antisemitism, like Orbán’s, is not only hateful, but a hateful deflection.
The post Hungary is poised to topple an authoritarian leader. American Jews have something to learn appeared first on The Forward.
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Israel Expels Spain From US-Backed Gaza Coordination Center as Diplomatic Rift Deepens
Spanish Prime Minister Pedro Sanchez speaks during a press conference after attending a special summit of European Union leaders to discuss transatlantic relations, in Brussels, Belgium, Jan. 23, 2026. Photo: REUTERS/Yves Herman
Israel has expelled Spain from the United States’ Civil-Military Coordination Center (CMCC) in Kiryat Gat, a hub established to coordinate humanitarian operations in the Gaza Strip, marking a sharp escalation in an already deteriorating diplomatic rift between the two countries.
On Friday, Israeli Prime Minister Benjamin Netanyahu announced Spain’s expulsion from the CMCC, framing the move as a response to Madrid’s increasingly anti-Israel stance and what he described as continued hostility toward the Jewish state.
“Spain has defamed our heroes, the soldiers of the [Israel Defense Forces], the soldiers of the most moral army in the world,” Netanyahu said during a press conference. “Anyone who attacks the State of Israel instead of the terrorist regimes … will not be our partner in the future of the region.”
“I am not willing to tolerate this hypocrisy and this hostility,” the Israeli leader continued. “I do not intend to allow any country to wage a diplomatic war against us without paying an immediate price for it.”
In a press release, Israeli Foreign Minister Gideon Saar confirmed that the United States had been informed ahead of time, adding that the decision followed Spain’s serious harm to the interests of both Jerusalem and Washington.
The Spanish government has also been informed of the decision, though it has yet to issue any public statement or official response.
“Spain’s obsessive anti-Israel bias under [Prime Minister Pedro Sanchez]’s leadership is so egregious that it has lost all capability to serve a constructive role in implementing US President Donald Trump’s peace plan and the center operating under it,” the top Israeli diplomat wrote in a post on X.
For a long time, the government of Spain under @sanchezcastejon has been operating against the State of Israel in every way possible. Sánchez and his ministers level false blood libels against Israel and its army, defame and incite against Israel and Prime Minister Netanyahu. The…
— Gideon Sa’ar | גדעון סער (@gidonsaar) April 10, 2026
Established in October 2025 as part of US Central Command, the CMCC was set up to coordinate and manage the flow of humanitarian, logistical, and security assistance from the international community into Gaza under Trump’s peace plan for the enclave.
Since the start of the war in Gaza, and increasingly amid the war with Iran and broader regional escalation, Spain has launched a fierce anti-Israel campaign aimed at undermining and isolating the Jewish state on the international stage.
Earlier this week, Sánchez publicly condemned Israeli strikes in Lebanon and the widening regional escalation tied to the Iran conflict, renewing calls for the European Union to suspend its association agreement with Israel and urging an end to “impunity for [Israel’s] criminal actions.”
The Spanish leader also accused Netanyahu of breaching basic humanitarian norms, saying his “contempt for life and international law is intolerable.”
Spanish Foreign Minister José Manuel Albares has also publicly condemned Israel’s military campaign, describing the conflict as “the greatest assault on the civilization built upon the humanist ideals of reason, peace, understanding, and universal law over the abuse of power, brute force, and arbitrariness.”
In a phone call with his Spanish counterpart on Friday, Iranian Foreign Minister Abbas Araghchi praised Spain’s “principled and honorable” stance on what he called “US-Israeli aggression against Iran,” urging countries to take a firmer stand against what he described as war crimes.
“Spain’s valuable stances in defending international law and human values have been noted and praised by the Iranian nation and the international community, and will never be forgotten,” the top Iranian diplomat said.
Even though Spain welcomed the recently announced US–Iran ceasefire, Albares said, “Madrid will not applaud those who set the world on fire just because they show up with a bucket to put out that fire.”
As part of its broader anti-Israel campaign, Spain had recently closed its airspace to aircraft involved in what officials described as a “reckless and illegal confrontation” – another move welcomed by Iran’s Islamist government.
In one of its most controversial recent moves, Madrid also announced this weej the reopening of its embassy in Tehran.
According to data from Spain’s Ministry of Trade reported by Servimedia, the Spanish government exported more than €1.3 million worth of dual-use materials to Iran in 2024 and the first half of 2025, including explosive components, laboratory reagents, and specialized control software.
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DNC Fails to Pass Resolutions Condemning AIPAC, Pushing for Conditioning Aid to Israel
Crews prepare the stage at the annual AIPAC Policy Conference in Washington, DC, March 6, 2018. Photo: Reuters / Brian Snyder
A panel at the Democratic National Committee (DNC) on Thursday voted down a resolution to condemn the influence of the American Israel Public Affairs Committee (AIPAC), the foremost pro-Israel lobbying group in the US, in Democratic primary elections. The panel also deferred a decision on resolutions to push for conditioning military aid to Israel and to recognize a Palestinian state.
The resolutions, which were considered within the newly created Middle East Working Group, were introduced into the agenda by Florida DNC member Allison Minnerly, who saw it as an opportunity to bring those who have not been “seeing their party support Palestinian rights or stand against military conflict” back into the fold of the Democratic Party, she told The Intercept.
Minnerly’s effort comes as the gap continues to widen between the official stance of the Democratic Party, which has largely supported aid to Israel in recent decades, and the views of the Democratic base, which now has an overwhelmingly unfavorable view of Israel, according to recent polling.
In recent months, a number of potential Democratic presidential hopefuls — including some who were former donors and speakers at AIPAC conferences — have been distancing themselves from AIPAC, saying they would not take money from the bipartisan group in the future.
Illinois Governor J.B. Pritzker, for example, recently said he abandoned his support for AIPAC when it “began to lean much more to the right and much more pro-Trump.” Another prominent Democrat, US Sen. Cory Booker (NJ) told Politico in March that he is no longer going to receive funds from AIPAC.
Others who have made sure to have no association with AIPAC include California Gov. Gavin Newsom and former Chicago Mayor Rahm Emmanuel.
Aside from the fact that Israel is now seen less favorably by Democratic voters, AIPAC has also become a hot topic on the left as its allied super PACs have become increasingly influential in Democratic primaries, spending millions to back candidates aligned with their positions. Critics within the party argue that this influx of money, including donations from Republican-aligned contributors, risks distorting Democratic contests and elevating outside influence.
Even so, the resolutions specifically calling out AIPAC, aiming to condition aid to Israel, and pushing to recognize a Palestinian state did not pass. Meanwhile, a separate resolution calling out all dark money went through.
“Let’s be clear on what really happened: Today, the Resolutions Committee voted to pass a resolution condemning the corrosive influence of ALL dark money in Democratic primaries,” DNC chair Ken Martin posted on X. “We had various resolutions that focused on different industries and groups, and instead of going one-by-one, we passed a blanket repudiation.”
Meanwhile, Democratic Majority for Israel President & CEO Brian Romick said in a statement that the Democratic pro-Israel group was “pleased” with the outcome of the vote.
“We’re pleased that the DNC Rules Committee rejected a set of divisive, anti-Israel resolutions,” he said. “These measures would be a gift to Republicans, would further fracture our party, and do nothing to bring Israelis and Palestinians closer to peace.”
“DMFI will continue to stay engaged with the DNC and its Task Force on the Middle East as it relates to these harmful resolutions,” he added. “The DNC and party advocates need to keep focus where it belongs — on building a united Democratic Party that can win back Congress this November.”
AIPAC spokesperson Deryn Sousa said in a statement to Politico that the DNC “made clear today that all Democrats, including millions who are AIPAC members, have the right to participate fully in the democratic process. And we plan to do just that.”
Halie Soifer, CEO of the Jewish Democratic Council of America — an organization that aims to bring Jews into the Democratic Party — told Politico that the DNC “as a whole has not shifted from where it has been … which is an organization that is inclusive of Jewish Americans and is supportive of the US-Israel security relationship, as well as Israel’s future as a Jewish and Democratic state.”
She argues that “misconceptions” about this have been driven by “a vocal, far-left faction of our party.”
“But they are in no way leading here,” Soifer said.