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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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‘Antisemite of the Year’ finalists include Tucker Carlson and Ms. Rachel, but not Nick Fuentes
Nick Fuentes says he feels snubbed by the controversial activist group StopAntisemitism, which neglected to include him among its finalists for “Antisemite of the Year.”
The group’s finalists, announced Sunday, include conservative pundit Tucker Carlson, whose friendly interview with Fuentes has splintered the conservative movement.
Other “nominees” include pro-Palestinian celebrities Ms. Rachel, Cynthia Nixon and Marcia Cross; mixed-martial-arts athlete and Holocaust denier Bryce Mitchell; two personalities associated with left-wing network The Young Turks; and social media personalities on both the far left (Guy Christensen) and far right (Stew Peters). Followers are encouraged to vote for whomever they feel is most deserving.
But Fuentes himself, the openly white nationalist and antisemitic livestreamer whose “groyper” movement has gained a toehold this year among young Republicans, was left off.
“Why wasn’t I nominated for antisemite of the year,” Fuentes posted on X after the finalists were revealed, apparently wounded by the omission.
In a follow-up post, StopAntisemitism said it does not nominate people more than once and has nominated Fuentes in previous years. “While he was a finalist a few years back, his absence from this year’s cycle does not erase his antisemitism. Rather, it allows us to focus attention on other individuals who are spreading hate,” the group wrote.
A watchdog presence with more than 300,000 followers on X, StopAntisemitism regularly mobilizes against activists and social media posts. The group has faced criticism for what some perceive as an inordinate focus on Muslim personalities, pro-Palestinian actions and non-prominent individuals. Its defenders deny that, pointing out that StopAntisemitism also regularly spotlights neo-Nazis and Holocaust deniers on the right.
“From downplaying white supremacy to promoting the antisemitic ‘great replacement’ theory, Carlson has built a career turning extremist dog whistles into broadcast-ready talking points, legitimizing voices that traffic in Holocaust revisionism, conspiracy, and hate,” StopAntisemitism wrote in its nomination of Carlson.
The group nominated Ms. Rachel, the children’s YouTube personality who has become an outspoken advocate for children affected by Israeli airstrikes in Gaza, because it said she “has used her massive platform to spread Hamas-aligned propaganda.” A left-wing group, Jews for Racial & Economic Justice, has defended Ms. Rachel, saying StopAntisemitism targeted her for expressing sympathy with Palestinians.
Nixon was nominated for her “BDS activism” (she was listed in a film‑industry petition boycotting Israeli film institutions and has been outspoken about civilian casualties in Gaza); Mitchell and Peters, meanwhile, have embraced open Holocaust denial.
Last year’s “winner,” far-right pundit and conspiracy theorist Candace Owens, was also absent despite her recent resurgence promoting conspiracy theories accusing Israeli of involvement in Charlie Kirk’s assassination. Previous “winners” have included Reps. Rashida Tlaib and Ilhan Omar, as well as rapper Ye and a board chair of Ben & Jerry’s, the progressive ice cream company founded by Jews.
Since its inception in 2019, the “award” has always gone to a person of color.
This article originally appeared on JTA.org.
The post ‘Antisemite of the Year’ finalists include Tucker Carlson and Ms. Rachel, but not Nick Fuentes appeared first on The Forward.
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If Israel reinstates the death penalty, it will betray Jewish values — and Jewish history
The Knesset is considering a bill that would instate the death penalty as a punishment for convicted terrorists in Israel. Passing it would be an enormous mistake.
Allowing executions in the Jewish state — the justice system of which has, since 1954, only issued that punishment to Adolf Eichmann — would only give fodder to Israel’s enemies. Right now, Israel stands apart in the Middle East for its abolishment of the death penalty. Hamas regularly executes Palestinians in Gaza, extrajudicially and otherwise. A court operating under Yemen’s Houthi rebels recently sentenced 17 people to death for allegedly spying on behalf of Israel and others. Iran, which has carried out death sentences against Jews, has executed more than 1,500 people in 2025 alone.
Which means that if Israel violates its moral obligations and ethical standards by undoing its historic commitment to not inflicting the one punishment that can never be undone, it will be giving its enemies a gift.
First, changing the justice system to allow for the death penalty would provide Hamas terrorists incarcerated in Israel with a new platform for their message. Hamas could proclaim them to be martyred heroes — a new layer of disingenuous but effective propaganda.
Terrorists such as the perpetrators of the Oct. 7, 2023 massacre often believe that their spirits will receive rewards upon their physical death. Within that framework, lifetime incarceration is a far harsher punishment, and therefore a more effective one. Plus, the notion that executing terrorists will prevent future hostage-taking for prisoner swaps is shaky. Hamas’ relationship with Israel has long been defined by retaliatory action, which means that the state killing of Hamas prisoners is likely to lead to Hamas reciprocally executing future Israeli hostages and “collaborators.” The endless cycle of violence will continue.
And since Israel seeks to be a transparent democracy that follows the rule of law, particularly within its judiciary, a legal death sentencing scheme also would prove costly in terms of public perception.
Israel’s reputation as a bastion of moral clarity in the Middle East has dramatically changed in the more than two years since the Oct. 7 attack. The devastation of the war in Gaza, and of increasing violence in the West Bank, has led to a substantial drop in positive perceptions of Israel worldwide. And while the Israeli judiciary has long been one of the country’s most trusted institutions, the deleterious effects of Prime Minister Benjamin Netanyahu’s pre-war proposals for a judicial overhaul mean it is no longer held in the same high regard, in Israel or the rest of the world, as it once was.
This bill has already advanced past a first reading in the Knesset. Moving it any further toward becoming law would only hasten the decline of Israel’s image.
Some of those who have argued in favor of the bill have invoked the fallacy of “deterrence.” Shin Bet security service Chief David Zini even told the Security Cabinet that enacting the death penalty for terrorists who kill Israelis would help prevent future attacks.
That statement doesn’t hold up to scrutiny. Recent studies have concluded that when it comes to deterrence, there is no demonstrable link between the presence or absence of the death penalty and murder rates.
But the most profound reason to reject this bill comes from our own painful history as a people. Many Jews, including myself, have long objected to the death penalty in part because of the shadow of the Holocaust.
We believe, in the words of Elie Wiesel, a Holocaust survivor and winner of the Nobel Peace Prize, that “death is not the answer.” By the end of his life, Wiesel publicly said that he saw no possible exceptions to this rule:“With every cell of my being and with every fiber of my memory, I oppose the death penalty in all forms,” he said. “I do not believe any civilized society should be at the service of death. I don’t think it’s human to become an agent of the angel of death.”
In this light, it is particularly troubling that the Israeli bill proposes using lethal injection against convicted terrorists. That method of capital punishment is a direct Nazi legacy, first implemented in human history by the Third Reich as part of their infamous Aktion T4 protocol, used to kill people deemed “unworthy of life.” Dr. Karl Brandt, Adolf Hitler’s personal physician, devised the program.
In the wake of the Holocaust and the unparalleled horrors of the 20th century, more than 70% of the nations of the world have recognized the inviolability of the human right to life, and have abolished the death penalty in law or practice.
21st-century Judaism must reflect this evolution, and Israel must never cross this moral Rubicon.
The post If Israel reinstates the death penalty, it will betray Jewish values — and Jewish history appeared first on The Forward.
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Israel Sees Momentum in Latin America After Argentina’s Milei Officially Launches Isaac Accords
Argentine President Javier Milei meets with Israeli Foreign Minister Gideon Saar in Buenos Aires during Saar’s diplomatic and economic visit to strengthen ties between the two countries. Photo: Screenshot
With the official launch of the Isaac Accords by Argentina’s President Javier Milei, Israel aims to expand its diplomatic and security ties across Latin America, with the initiative designed to promote government cooperation and fight antisemitism and terrorism.
Milei formally launched the Isaac Accords last week during a meeting in Buenos Aires with Israeli Foreign Minister Gideon Saar, who has been on a regional diplomatic tour.
Modeled after the Abraham Accords — a series of historic US-brokered normalization agreements between Israel and several Arab countries, this new initiative aims to strengthen political, economic, and cultural cooperation between the Jewish state and Latin American governments.
The Argentine leader called his country a “pioneer” alongside the United States in promoting the new framework, emphasizing its role in fostering closer ties between Israel and the region across key strategic fields.
“While the vast majority of the free world decided to turn its back on the Jewish state, we extended a hand to it,” Milei said during a speech at the 90th anniversary of the Delegation of Argentine Israelite Associations (DAIA), the country’s Jewish umbrella organization.
“While the vast majority turned a deaf ear to the growth of antisemitism in their lands, we denounced it with even greater fervor, because evil cannot be met with indifference,” he continued.
Thank you
President @JMilei for your moral clarity & support. You are a true friend.
— Israel Foreign Ministry (@IsraelMFA) November 30, 2025
Shortly after Milei’s announcement, Saar praised him as “a double miracle, for Argentina and for the Jewish people,” describing his connection to Judaism and Israel as “sincere, powerful, and moving.”
Israeli Prime Minister Benjamin Netanyahu also praised Milei, describing his “moral clarity, vision, and courage” as signals of “a new era of common sense, mutual interests, and shared values between Israel and Latin America.”
The first phase of the Isaac Accords will focus on Uruguay, Panama, and Costa Rica, where potential projects in technology, security, and economic development are already taking shape as the initiative seeks to deepen cooperation in innovation, commerce, and cultural exchange.
In February, Argentina’s Foreign Minister Pablo Quirno will visit Israel to work with Saar and Netanyahu on advancing the initiative’s operational framework.
Milei also announced plans to relocate the country’s embassy to Jerusalem next spring, fulfilling a promise made last year, as the two allies continue to strengthen their bilateral ties.
The top Israeli diplomat commended Milei, describing his support for Israel on the international stage as “courageous and forceful.”
The Isaac Accords will also aim to encourage partner countries to move their embassies to Jerusalem, formally recognize Hamas and Hezbollah as terrorist organizations, and shift longstanding anti-Israel voting patterns at the United Nations.
Less than a year after the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023, Argentina became the first Latin American country to designate the Palestinian Islamist group as a terrorist organization, with Paraguay following suit earlier this year.
As Israel moves to strengthen its diplomatic and economic ties in Latin America, Saar announced on Monday that Ecuador has opened an additional diplomatic mission in Jerusalem, further bolstering their bilateral relations.
“Several Latin American countries – Guatemala, Paraguay and Honduras – have already moved their embassies to Jerusalem,” the Israeli diplomat wrote in a post on X.
“The opening of Ecuador’s office in Jerusalem is another milestone on this important path. I commend [Ecuador’s President Daniel Noboa] and the people of Ecuador for this significant decision,” he continued.
Foreign Minister @gidonsaar :
“Another diplomatic mission in our eternal capital, Jerusalem.
Together with Ecuador’s Ambassador to Israel, Cristina Ceballos, and Hebrew University President Prof. Tamir Shefer, I inaugurated Ecuador’s new Innovation Office – granted… pic.twitter.com/a4BeZi9uyN
— Israel Foreign Ministry (@IsraelMFA) December 1, 2025
Saar also announced that Bolivia has lifted visa requirements for Israelis entering the country, signaling closer cooperation between the two countries.
“This decision will allow many Israelis to visit Bolivia again after many years, enjoy its vibrant culture and remarkable scenery, and strengthen the ties between our nations,” Saar posted on X.
תודה לך, נשיא בוליביה רודריגו פז על ביטול דרישת הויזה לישראלים.
החלטה זו תאפשר לישראלים רבים לחזור לבוליביה לאחר שנים רבות, להנות מתרבותה העשירה ומנופיה עוצרי הנשימה ולחזק את הקשרים בין עמינו.
— Gideon Sa’ar | גדעון סער (@gidonsaar) December 1, 2025
President Rodrigo Paz, a center-right politician, took office this year following years of left-wing government in Bolivia during which the country severed relations with Israel. Paz’s election signaled a shift in policy toward the Jewish state.
Last week, Saar kicked off his regional diplomatic trip in Paraguay, signing a security cooperation memorandum and meeting with President Santiago Peña, whom he praised as “one of the most impressive leaders on the international stage today.”
“Paraguay is developing major defense capabilities. Israel’s defense industry has experience and capabilities that we want to share with you,” the Israeli official said during a press conference with Paraguay’s Foreign Minister Rubén Ramírez Lezcano.