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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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How Social Media Got Hamas Casualty Figures Wrong
A Palestinian man points a weapon in the air after it was announced that Israel and Hamas agreed on the first phase of a Gaza ceasefire, in the central Gaza Strip, October 9. Photo: REUTERS/Mahmoud Issa
As the Israel-Hamas ceasefire continues to hold, many analysts have begun examining available data to better understand Hamas’ casualties throughout the war. This is no easy feat, considering Hamas has consistently lied and inflated the civilian casualty figures. The reality of urban warfare provides other challenges for the IDF to count every eliminated terrorist.
Varying numbers regarding Hamas’ casualty figures have been recently touted on social media. But many of them lack sources, or a breakdown of the statistics.
Conversely, some analysts, such as HonestReporting board member Salo Aizenberg, have done an exceptional job at critically analyzing the available casualty numbers.
The Hamas-run Ministry of Health has reported over 70,000 deaths in Gaza, including civilians.
But closer examination of these numbers displays that it also includes an estimated 22,000-25,000 Hamas fighters, around 11,000 natural deaths, and 4,000 casualties caused by internal fighting amongst Gazans. With 1,000 deaths attributed to reporting errors, this suggests that 25,000 casualties were terrorists, and 36,000 were civilians.
One suggestion that has gained momentum on social media suggests that the actual number of Hamas casualties is double this number, at 50,000 combatant deaths.
However, pre-war estimates by the IDF suggest that Hamas had 35,000 combatants. US estimates believe that Hamas recruited 10,000-15,000 new combatants throughout the war. This means that if the IDF had killed 50,000 Hamas terrorists, there would be virtually no Hamas terrorists left — an analysis that is unfortunately not accurate.
Hamas had an estimated 50K combatants during the war (35K pre-war + 15K recruits). It is thus impossible that 50K have been killed. The best estimate remains about 25K combatants from all groups killed. The ME24 report misinterpreted what Hamas announced. https://t.co/LID34TpYAP
— Aizenberg (@Aizenberg55) February 9, 2026
The claim of 50,000 eliminated Hamas terrorists is based on an announcement by the Hamas-run Ministry of Social Development of the start of a new program that would provide NIS 500 to the widows of Gazans killed in the war.
By February 8, 2026, payments had been made to 19,306 widows, totaling NIS 9.653 million or over three million US dollars.
This claim, which is about a new Hamas-run Ministry of Social Development program is untrue on multiple levels — on figures, characterization, and comparison with the Hamas-run Gaza Health Ministry’s death toll. Short
to explain: https://t.co/KrAYiFvvBK
— Gabriel Epstein (@GabrielEpsteinX) February 8, 2026
The Ministry of Social Development further stated that 50,000 widowed families were set to receive these benefits, implying that more than widowed wives would be receiving the payments. This is likely where some analysts misinterpreted Hamas’ statement and took it to mean that for every Hamas terrorist, one wife would receive a payment. However, this payment is not exclusively for the wives of terrorists, and not every Hamas combatant would have been married by the time of his death.
What these numbers do suggest, however, is that claims of unreported casualties are likely to be false. The ability to receive a payment for reporting a death would presumably encourage many Gazans to submit claims of being widowed.
Since the early days of the war, news outlets and influencers on social media have blindly repeated Hamas’ claim that the majority of casualties were women and children. The claim implied that the IDF was specifically targeting both groups.
Beyond this claim not being true — men of combat age account for around 46.7% of total casualties — data from the World Health Organization (WHO) displays that 603,000 children under the age of 10 were vaccinated at the beginning of 2025. This number exceeds the pre-war population of that age group, indicating that the overall population of young children has remained stable or even grown despite the war.
The WHO—not Hamas or Israel—delivered one of the most decisive Gaza war data points. It reported 603,000 children under 10 vaccinated in early 2025—MORE than the pre-war population of that age group! Every claim of excessive or undercounted fatalities collapses with this data. pic.twitter.com/HmfRJuY1zT
— Aizenberg (@Aizenberg55) January 21, 2026
With births being the same as, if not higher than, pre-war numbers, the claims of underreported casualties and casualties disproportionately targeting children fall apart. Despite this data being publicly available and offering important information about the war’s human toll, it has received no attention in media coverage, allowing the misleading child casualty narrative to persist.
These two case studies of terrorist casualty statistics and the reported number of children under 10 during the war highlight the need to analyze all available data with scrutiny. It is not enough to rely on unverified claims about casualty figures. Instead, accurate conclusions must be based on transparent analysis conducted by credible analysts who rely on publicly available data, verifiable sources, and clear methodology. Only through rigorous examination can casualty figures be properly understood, rather than simply repeated without question.
The author is a contributor to HonestReporting, a Jerusalem-based media watchdog with a focus on antisemitism and anti-Israel bias — where a version of this article first appeared.
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We Are Fighting Hate; But Are We Building Jews?
Illustrative: Pennsylvania State Sen. David Argall addressed the more than 300 Jewish-day school students, parents and administrators gathered at the State Capitol in Harrisburg. Photo: Teach PA.
The Super Bowl ad showing a Jewish boy being bullied sparked intense conversation across the Jewish community about how we are investing our resources in the fight against antisemitism, and whether we are approaching the challenge in the right way.
Rising antisemitism has understandably pushed our community into a defensive posture, with enormous resources directed toward monitoring hate, raising awareness, and responding to dangerous rhetoric. Those efforts matter. But the Super Bowl moment also raises a deeper question: if this is what Jewish vulnerability looks like on the biggest stage in America, are we investing enough in what actually makes Jewish children strong?
History shows that by itself, fighting hatred has never been enough to secure the Jewish future. A generation raised primarily to react to antisemitism risks growing up defined by fear instead of by identity. Children need more than protection from hate. They need a strong connection to their own identity and community.
The past few years have been a painful reminder that we cannot rely solely on the outside world to safeguard Jewish life. Partnerships matter, but in moments of crisis, the Jewish community is reminded that our deepest strength has always come from within. That realization is shaping a quiet but meaningful shift in where many leaders and families believe our focus must go. Less looking outward. More building inward.
Investing in Jewish education is not a retreat from the fight against antisemitism. It is a long-term strategy for ensuring that Jewish life does not decline under pressure. You know where Jewish children are not bullied for being Jewish? In Jewish schools. You know where they learn to speak confidently about their heritage, to celebrate their traditions without embarrassment, and to see their identity as a source of pride? In Jewish schools.
In strong Jewish educational environments, children do not just learn history or holidays. They have a sense of belonging. They build friendships rooted in shared identity. They encounter teachers and mentors who model what it means to live Jewishly with confidence. When they later encounter antisemitism online, on campus, or in broader culture, they face it with a foundation of knowledge and self-respect, not confusion or isolation.
Jewish day schools are among the most powerful builders of Jewish identity. These schools answer the question that defensive campaigns cannot: not only “what is antisemitism?” but, “why am I Jewish, and why does it matter?”
At Teach Coalition, this belief shapes our work every day. Teach is the only national Jewish advocacy organization focused solely on expanding access to Jewish education. We work to ensure schools have the resources they need to thrive: funding for STEM, arts and music, transportation, lunches, and critical security support. We support policies that help schools stay strong, enhance quality, and establish new ones. We also help create pathways for families who once believed Jewish education was out of reach to find a place within it.
The impact of this work shows up where it matters most: at home and across communities. Parents describe children coming back singing songs, asking thoughtful questions about the holidays, and bringing a new sense of pride to the Shabbat table. The continuity of the Jewish people relies on Jewish education, which not only shapes students but also strengthens families and builds lasting communal roots.
The Super Bowl ad reminded us how exposed a Jewish child can feel. The real answer is making sure more Jewish children grow up surrounded by confidence, community, and pride. That work is happening every day in Jewish schools, supported by educators, families, and groups such as ours, who work to keep those schools strong and accessible. This is the future worth investing in.
Sydney Altfield is CEO, Teach Coalition.
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Inclusion Isn’t About Being the Same
“Same.” That’s what the two-year-old proudly proclaims when she wanders, cloppity clop, into the kitchen wearing her mother’s good heels and expensive jewelry. It’s also what the teenager is attempting to achieve when shopping for a new outfit or schoolbag, and what the business executive might have in mind when he orders the new luxury SUV that some of his colleagues were talking about in the office lounge. We have “made it,” it seems, when we are just like everyone else. It is that innate drive to achieve sameness that all too often diverts limited resources away from helping individuals to maximize their potential while still taking note of and honoring their differences.
This drive for sameness underlies so much in life: applied behavioral analysis, corrective surgeries, even a handicap in a round of golf — it’s all about leveling the playing field. The problem, however, with chasing the unattainable, is that it is a recipe for burnout, disappointment, and existential crises.
In the world of learning disabilities, neurodivergence, genetic conditions, and a host of other differences, there is a disproportionate focus on being the “same.” While I can’t seem to put my finger on the “why,” there has certainly been an uptick, of late, of children and teens with very pronounced differences being shoe-horned into more mainstream learning environments. This happens despite the oft-mentioned idea in the world of education that we can’t “force a round peg into a square hole.” That thinking, however, is generally limited to children who exhibit mild or less overt differences. Kids who need a little something extra: extra time on a test, extra attention from the teacher or paraprofessional staff, extra recess, or extra incentives. “Don’t let their differences be the cause of their slipping between the cracks of institutionalized education and development,” goes the rationale: acknowledge their unique needs and address those needs.
But somehow, when the needs are indeed significant and overt; when the differences put their host in danger of being “othered,” then we do the opposite: we try to make them fit in, almost at all costs. Tremendous resources are invested in this group. Many of those resources are government sponsored, while others come from parents in the form of tuition or private therapies. Another significant source is philanthropic dollars. In addition to funding for these efforts, volunteerism plays a meaningful role in making “others” be “the same.”
This approach does not and cannot work. As Australian disability advocate Stella Young quipped in her viral TED talk, “No amount of smiling at a flight of stairs has ever made it turn into a ramp.” The reality is that many students with learning or developmental differences are provided significant supports and adaptations to allow them to function within parameters specifically designed for people who are not like them. Eventually and necessarily, many of those supports disappear leaving so many of these individuals lost and frustrated, as they are unprepared to engage properly and independently with a world that runs counter to their unique experience.
To be sure, there are many ways in which certain kinds of support can, should, and are appropriately maintained in what we might call the real world, but these tend to be in the form of physical accessibility. A business is mandated to provide wheelchair access, for example, and options for the hearing and visually impaired are very commonplace. But to rewire a business or society for those who experience and process it differently is virtually impossible.
Fear not: it really doesn’t have to be this way. If we engage all individuals from a place of acceptance and understanding, we can normalize not being “normal.” After all, isn’t that how teams work? The running back doesn’t have to be a lineman and there will only be one quarterback. And that’s fine. Sure, it can be uncomfortable to be different, but at the same time…does it really have to be?
A student of mine, a fellow by the name of Meir, was once asked by a group of high school girls what it is like for him to have Down Syndrome. Without missing a beat, Meir replied: “Some people are tall and some people are short, some people are fat and some people are skinny, and I have Down Syndrome.” As simple as that. Differences are just…different.
February is designated as JDAIM — Jewish Disability Awareness and Inclusion Month — specifically because February, with its 28 days (and sometimes 29), is the month that is not like the others. And that’s just fine for February. We need to realize that acceptance and inclusion doesn’t refer to fixing the “problem” or ignoring the difference. Telling or even silently suggesting to a fish that it is safe on land, would not bode well for the fish. As a matter of fact, that very thought is a fairy tale — one we know as Disney’s “The Little Mermaid.”
Rather, we all need to look differences right in the eye and welcome their uniqueness into our mostly mainstream world. We need to encourage those who are different to embrace their struggles and differences, and we need to be ready to do the same — with open arms and open minds.
Avi Ganz is the program director of the Elaine and Norm Brodsky Yeshivat Darkaynu, a division of Ohr Torah Stone, which offers a unique year-in-Israel program for young adults with special needs.

to explain:
The WHO—not Hamas or Israel—delivered one of the most decisive Gaza war data points. It reported 603,000 children under 10 vaccinated in early 2025—MORE than the pre-war population of that age group! Every claim of excessive or undercounted fatalities collapses with this data. 