Uncategorized
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.”
—
The post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.
Uncategorized
Trump’s new White House ballroom architect is a Jewish immigrant who has advocated for refugees
(JTA) — After parting ways with the first architect hired to carry out his vision for the White House’s East Wing, President Donald Trump has picked a replacement — turning to a firm run by prominent Jewish architect who once called on Trump to keep the country’s doors open to refugees and immigrants.
Shalom Baranes was born soon after his parents fled Libya amid antisemitic sentiment there, coming to the United States as a child with the help of the Hebrew Immigrant Aid Society, now known as HIAS. He rose to prominence as an architect in Washington, D.C., where he has designed both private and government buildings, including the Pentagon, that trend toward the modern.
The White House confirmed on Friday that it had chosen his firm, Shalom Baranes Associates, to continue the East Wing project, centered around the ballroom that Trump wishes to construct. Trump clashed with the first architect on the job over the ballroom’s size.
“Shalom is an accomplished architect whose work has shaped the architectural identity of our nation’s capital for decades, and his experience will be a great asset to the completion of this project,” a White House spokesman, Davis Ingle, said in a statement on Friday.
The firm did not immediately publicly confirm its attachment to the project, and Baranes did not reply to a Jewish Telegraphic Agency request for comment.
Baranes’ selection stands out in an administration that has typically favored partisan and ideological loyalists. Baranes is a repeated donor to Democratic candidates who has openly advocated against one of Trump’s signature policies, his efforts to limit refugee admissions.
In 2017, two months into Trump’s first term, Baranes penned an op-ed for the Washington Post about the new president’s travel ban. Trump had declared a ban on migrants from seven mostly Muslim countries and refugees from around the world soon after taking office, igniting wide opposition including from Jewish groups.
“The anti-immigrant sentiment I feel today is nothing new to me,” he wrote. “When my Jewish parents arrived in the United States just a few years after fleeing persecution in an Arab regime, it was as difficult for them to be accepted here as it is for Muslims now.”
Baranes laid out his criticism gingerly while saying he hoped the travel ban would be short-lived.
“As I watch the news and see families struggling to leave their countries and escape tyranny, I wonder who among them will make it to our shores and become part of the next generation of researchers, teachers, inventors, real estate developers and, yes, architects,” he wrote. “My hope is that the Trump administration will take actions to ensure that the travel ban is indeed temporary, so that good, hard-working individuals fleeing tyranny can find a new home as I did — and that each of them will be given the same opportunity to help build this great nation that I had.”
Among the Jewish groups to lobby against Trump’s travel ban was HIAS, the organization that had helped Baranes and his family come to the United States. HIAS declined to comment on his selection as White House architect but said through a spokesperson that the organization was working to respond to Trump’s crackdown on refugees, which the president renewed last week after an Afghan refugee shot and killed a member of the National Guard in Washington.
To those who are familiar with Baranes’ style, he is a surprising pick for more than just because of his personal politics. His designs typically trend toward the modern, not the gilded classical style that Trump favors. He also has said he prefers to think carefully before tackling a project — an impossibility when it comes to the White House ballroom, which is already mid-construction.
“You have to wonder why he would risk a stellar career and near pristine reputation for a project that could possibly end up in disaster. He could be publicly fired and castigated by the developer-in-chief or ostracized among his colleagues and clients,” wrote Douglas Freuhling, the editor in chief of the Washington Business Journal, on Friday.
But Fruehling noted that a successful build at the White House — one that balances Trump’s tastes with the gravitas of the White House — would be a defining capstone for any architect’s career. “He may just be the perfect architect for the job. For his sake, I hope it turns out that way,” he wrote of Baranes.
Baranes’ portfolio includes multiple synagogue renovations. He donated his services to restore the interior of Sixth & I, the Jewish center in downtown Washington, D.C., when it was reconstructed just over two decades ago.
The post Trump’s new White House ballroom architect is a Jewish immigrant who has advocated for refugees appeared first on The Forward.
Uncategorized
It’s time to reconsider what we know about Jewish birthing rituals
For all living things, birth is our introduction to the world. So it’s a fitting theme for the first exhibit in the Museum at Eldridge Street’s new initiative, “Opening Doors to Intercultural Understanding.”
The multiyear project is centered around three themes: sacred space, sacred community and sacred time. First Light is inspired by sacred time, which focuses on lifecycle events and holidays in the Jewish calendar. The museum staff worked with curator Warren Klein, the director and curator at Herbert & Eileen Bernard Museum of Judaica, to come up with the idea for an exhibit on birth.
“Of course, there’s a universal resonance there,” Amanda Gordon, the museum’s director of public engagement, said. “But really First Light is all about examining Jewish birth traditions and different observance practices, how they’ve evolved, but also different kinds of aesthetic craftsmanship ideas.”
Visitors are first greeted with contemporary paintings from artists Tobi Kahn and Mark Podwal that depict the significance of birth both personally and biblically. Kahn’s abstract painting evokes one of his children’s sonograms through its textured exploration of rounded shapes. This is juxtaposed with Podwal’s depiction of Pharaoh’s daughter finding Moses in the Nile, using a classic Egyptian style to depict the female face looming over baby Moses, almost protectively. Further along in the exhibit are older examples of birth-related rituals both in art and in historic objects.
“These rotating exhibitions,” Gordon said. “They give us a chance to showcase not only cultures outside of Ashkenazi Jewish culture, but also contemporary work. So to have, you know, Tobi’s work and Mark Podwal’s work here in conversation with these pieces from the 19th and 18th century.”
One of the first photographs in the exhibit is of a two-seater bench; one seat is for the sandek, who holds the baby during the bris, and the other is for Elijah the Prophet.
Klein explained that Elijah is imagined to be at every circumcision ceremony, and some communities reserve a seat for him, much like how many families save him a glass of wine during a Passover seder.
“It’s hard to kind of pinpoint where the custom was created,” Klein said. “Across the board, Ashkenazi and Sephardic communities will have a chair reserved for Elijah.”
The exhibit also explores lesser-known traditions; though most people think that Jewish birthing customs are limited to “circumcision or bris milah and that’s it,” Klein said. “It’s truly not.”
For example, there is Pidyon haben, the redemption of the first born son, a tradition that dates back to the days of the high priest, when Israelites had to offer their firstborn sons as priestly assistants. In the era of rabbinic Judaism, the redemption became more symbolic, and families would offer coins on a platter to “purchase” their child back from the rabbi. In the exhibition, a photo of an ornate silver platter filled with coins illustrates the practice.
Although the exhibit could house only a limited number of physical objects, it displays a wide range of customs. There’s a decorative amulet case from the 19th century that once held a prayer to protect its holder from Lilith, a demon — or, according to some stories, Adam’s first wife before Eve — thought to harm the mother and child during labor or right after birth. One glass case hosts a printed prayer book for a German mohel, or ritual circumciser, dated to 1744. What makes this facsimile particularly interesting, Klein explained, is its depiction of women, who are usually not seen in the visual images of the bris.
Klein wanted to make sure women were more represented in this exhibit than they usually are in discussions of Jewish birthing customs. One photograph shows a girl’s baby naming in 20th-century Morocco and another depicts the outfit worn by a female baby at a Greek ceremony.

The exhibit also features a wimpel, a long piece of cloth used to tie the Torah scroll. Traditionally, wimpels are made from the cloth that swaddled a baby during his bris, and are decorated with prayers for the boy to grow strong, learn Torah and get married.
“These then would be deposited or used in the synagogue, maybe on his bar mitzvah, maybe on special occasions, and then given to the synagogue almost as a census that this person was a part of the community,” Klein said. “There would be communities that had truly thousands of these.”
“Unfortunately, this is a custom that almost died out after the Holocaust,” Klein said. “There was a resurgence in the 20th century and certain communities still practice it. But it is very rare to find.”
Both Gordon and Klein expressed hope that visitors of all backgrounds would gain something from the exhibit.
“It was my hope that, you know, visitors would come in with their traditions or their kind of preconceived notions on what maybe Jewish birth traditions and customs are,” Klein said. “And to also kind of have some ideas to take with them into their own communities.”
The exhibit First Light: Birth in the Jewish Tradition will be on view at the Museum at Eldridge Street until April 26, 2026.
The post It’s time to reconsider what we know about Jewish birthing rituals appeared first on The Forward.
Uncategorized
White House Releases New National Security Strategy Indicating Renewed Focus on Western Hemisphere
US President Donald Trump speaks at the White House in Washington, DC, US, Sept. 25, 2025. Photo: REUTERS/Kevin Lamarque
The White House late on Thursday night released its new “National Security Strategy,” indicating a sharp pivot of the nation’s strategic focus toward the Western Hemisphere while recalibrating US engagement with Europe, the Middle East, and Asia.
The 33-page document only mentions Israel and the Middle East briefly, instead focusing closer to home.
“After years of neglect, the United States will reassert and enforce the Monroe Doctrine to restore American preeminence in the Western Hemisphere, and to protect our homeland and our access to key geographies throughout the region,” the strategy states. “We will deny non-Hemispheric competitors the ability to position forces or other threatening capabilities, or to own or control strategically vital assets, in our Hemisphere. This ‘Trump Corollary’ to the Monroe Doctrine is a common-sense and potent restoration of American power and priorities, consistent with American security interests.”
The strategy adds that the Trump administration wants “to ensure that the Western Hemisphere remains reasonably stable and well-governed enough to prevent and discourage mass migration to the
United States; we want a Hemisphere whose governments cooperate with us against narco-terrorists, cartels, and other transnational criminal organizations; we want a Hemisphere that remains free of hostile foreign incursion or ownership of key assets, and that supports critical supply chains; and we want to ensure our continued access to key strategic locations.”
Publication of the strategy came just after the results of a major new defense survey showed that the American public still overwhelmingly supports active US global leadership and robust military strength.
The White House argues in its strategy that more local challenges represent the most urgent threats to US sovereignty and domestic stability. At the same time, the document downplays the view that deep involvement in conflicts abroad advances US interests. While it reaffirms the importance of alliances and deterrence commitments, it rejects the role of Washington as “global policeman,” instead prioritizing a stronger homeland, resilient supply chains, and revitalized domestic industrial capacity. The strategy also calls for major investment in missile-defense capabilities, including a nationwide system sometimes referred to as a “Golden Dome for America,” echoing Israel’s longstanding layered defense architecture.
The White House’s strategy coincides with the release of data from the newly published Reagan National Defense Survey, which finds Americans more supportive of engagement and global leadership than many pundits have suggested. According to the findings, 64 percent of Americans want the US to be more engaged in world affairs, not less, and 87 percent believe maintaining the strongest military in the world is essential. Meanwhile, 71 percent of Americans say global peace is most likely when the US holds clear military superiority. The data also shows strong majorities support defending key allies if attacked, while 68 percent back building a national missile-defense system, reflecting rising concern about long-range threats.
For Israel and the Middle East, the White House strategy signals a recalibrated emphasis on preventing Iran from acquiring a nuclear weapon, securing vital maritime chokepoints, and supporting Israel’s long-term security, including cooperation on advanced defense technologies.
Public support for the Jewish state remains strong, though there are indications of waning. Sixty-six percent of Americans view Israel as an ally, a decrease from 72 percent the year prior, according to the Reagan survey.
The survey indicates that 60 percent of Americans approved of the June 2025 US airstrike targeting Iranian nuclear infrastructure, though partisan divides remain prevalent. Enhanced pressure on Tehran, including sanctions and cyber measures, garner even broader bipartisan support.
Experts indicate that for Israel, a long-standing partner deeply affected by US posture in both Europe and the Middle East, the strategy’s emphasis on missile defense, deterrence, and countering Iranian ambitions will be particularly reassuring. However, some analysts argue that the strategy’s overall de-emphasis on the Middle East and apparent desire to be less engaged outside the Western Hemisphere could prove problematic for the Jewish state.


