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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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The post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.
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Why J Street’s New Policy Initiative Is Seriously Misguided
Israel’s Iron Dome anti-missile system intercepts rockets, as seen from Ashkelon, Israel, Oct. 1, 2024. Photo: REUTERS/Amir Cohen
We live in a time when synagogues and Jewish-sponsored events are under violent attack from London to Bondi Beach, to Temple Israel in Michigan.
At such a moment, efforts by J Street to see US military aid to Israel stopped are not just misguided; they are profoundly irresponsible.
On April 13, J Street posted a statement on its website titled, “Reassessing the US-Israel Security Relationship.”
J Street said, “The United States should phase out direct financial support for arms sales to Israel and treat Israel as it does other wealthy US allies.”
J Street did say (at the end of the statement) that, “The United States should continue to sell short-range air and ballistic missile defense (BMD) capabilities to Israel.”
But is that part just a way for them to play both sides if they need to? Otherwise, why make this charge (at the beginning of the statement): “Section 502B of the Foreign Assistance Act prohibits security assistance to any country whose government engages in a consistent pattern of gross violations of internationally recognized human rights.”
Also alarming is how J Street deliberately misrepresents the positions of people who want to end direct military aid to Israel: “A responsible and relatively rapid phase-out of all financial assistance, including for ballistic missile defense, is now supported by figures from across the political spectrum, such as Prime Minister Netanyahu, Senator Lindsey Graham …”
However, neither Netanyahu or Graham have made statements that fit J Street’s flawed approach and dishonest narrative.
The truth is that when interviewed by The Economist, Netanyahu stated, “I want to taper off the military within the next 10 years.” How can J Street say that “the next 10 years” is the same as “relatively rapid”?
And on January 9 on X , Graham tweeted the following: “The aid we have provided to Israel has been a great investment keeping the IDF strong, sharing technology, and making their military more capable – to the benefit of the United States.” Graham went further saying, “we need not wait ten years,” but nowhere did Graham say he was for ending all military assistance while Israel is at war.
You’ll often hear from J Street, and other critics of Israel, that American aid is a “blank check.” It isn’t. US military assistance to Israel is governed by agreements and legal frameworks that require much of that funding to be spent on American-made defense systems.
In practice, that means a significant share of the aid flows back into the US economy — supporting domestic manufacturing, defense jobs, and technological development. You can debate the policy. But calling it a blank check is simply inaccurate — and yet the phrase persists because it fits a far too often preferred anti-Israel narrative. And it’s very hard to believe that J Street does not understand this reality, even as it advances that framing.
There is a huge difference in the strategic relationship that America has with Israel than any of its other allies. Israel offers America military support, intelligence, and operational experience that is unparalleled. Yet J Street’s advocacy to curtail or condition aid ignores the depth and mutual benefit of that partnership, reducing a complex alliance to a one-sided transaction.
The Iron Dome and David’s Sling — key components of Israel’s multi-layered missile defense system — are battle-proven in real-world conditions. The United States has directly benefited from Israeli innovation in missile defense, counterterrorism, and battlefield medicine. No US ally in any corner of the world has contributed to America’s defense in such an immediate and practical way. And that should mean we debate aid to Israel differently than aid to allies who don’t give us those tangible benefits.
Efforts by J Street to target funding for these systems are not abstract policy debates; they would weaken tools that save civilian lives and inform US defense capabilities.
President Truman recognized the State of Israel on May 14, 1948, just minutes after Israel declared independence. Of course, this had something to do with the Holocaust. What’s more, the very fact that Israel is encircled by Iranian terrorist proxies that seek to destroy it, that so many nations refuse to even recognize its right to exist, and that Iran is struggling to preserve its nuclear program are all reasons that dictate that there is something inherently different about its situation compared to its neighbors. And that should be taken into account when debating and deciding on US policy.
This is not about silencing debate. It is about grounding that debate in facts, history, and the real-world consequences of policy choices. At a time of rising threats, weakening a proven alliance and undermining defensive systems like Iron Dome does not advance peace or security — it puts both at risk.
Positions like these help explain J Street’s limited support within the American Jewish community — and why its views must be scrutinized and challenged.
Moshe Phillips is national chairman of Americans For A Safe Israel, AFSI, (www.AFSI.org), a leading pro-Israel advocacy and education organization.
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A View From Campus: Universities Are Failing to Protect Debate While Claiming to Defend It
The administration building at the University of Manitoba. Photo: Wiki Commons.
Universities are meant to be spaces where ideas are debated and challenged, but they are also institutions that set the rules for how students participate.
That authority comes with responsibility — but in recent years, administrators have applied their standards unevenly, particularly when protests around Israel and the Palestinians turn disruptive.
Codes of conduct exist because universities believe behavior within their communities should be governed by certain standards. Universities rely on this principle across campus life, yet when protests cross into disruption or intimidation, they often fail to enforce it.
Faced with these realities, masked protesters have repeatedly violated codes of conduct without consequence — for instance, occupying and vandalizing Columbia’s Hamilton Hall in 2024, blocking Jewish students at Yale encampments, and chanting antisemitic slogans at Berkeley rallies. Meanwhile, in the United Kingdom, screenings documenting the October 7 attacks have required heavy police protection simply to proceed, reflecting an environment in which disruption is anticipated rather than prevented.
These incidents share a common thread: universities reacting to disorder instead of enforcing the baseline conditions that would allow events to occur without intimidation in the first place.
Protest itself is not the problem. The problem arises when demonstrations cross into disruption or intimidation, and institutions fail to enforce the basic rules that protect students and ensure equal access.
One clear example of this inconsistency is how universities handle anonymity during protests. On many campuses, protestors routinely wear masks or face coverings — even when directly engaging with others or disrupting organized events. In theory, anonymity can protect individuals from retaliation. In practice, it removes accountability.
Instead of taking responsibility and addressing the protesters’ behavior adequately, universities have often shifted the burden onto the students.
Jewish and pro-Israel groups are frequently required to coordinate security, accept police presence, or modify events simply to proceed. In some cases, programming continues under heavy supervision; in others, it is quietly scaled back, relocated, or cancelled entirely.
Events that should be educational experiences become exercises in risk management, with students navigating logistical hurdles and hostile crowds rather than engaging in meaningful dialogue.
I saw this firsthand at an event featuring former Israeli soldiers last year. Although the event was initially intended to be on campus, the threat of violence instigated by anti-Zionist protestors “convinced” the only University of Manitoba pro-Israel student group to move it away from the school.
This still didn’t stop around 50 protesters, many masked, from showing up at the new venue to harass and almost assault attendees. Thankfully, there was enough of a police presence to keep everyone safe.
Instead of demanding that certain events have armed guards, administrators should reflect on why some of their students need them in the first place just to voice their opinions. They should ask themselves what they have signaled, intentionally or not, about which behaviors will be tolerated and which will not.
Their inconsistent enforcement has clearly increased the likelihood of harm and discourages students from participating at all.
Universities need to shift their approach to responsibility, and concrete action is required.
Universities should publish clear protest guidelines that address anonymity, define disruption, and outline consequences that are consistently enforced, and then enforce them.
Security requirements should be transparent and scaled to the actual risk level of an event. When an event requires heightened security, violations of conduct aimed at disrupting or preventing it should carry proportionately stronger consequences. Disruptions and disciplinary outcomes should also be publicly reported to ensure accountability.
If universities want to be taken seriously as places of open inquiry, they need to do more than defend debate. They must protect the conditions that make debate possible. Right now, those conditions are eroding not because campuses lack authority, but because they have chosen not to use it when it matters most.
Police can only do so much; universities themselves have a responsibility to ensure that campus culture allows everyone to participate without fear of intimidation or interference.
Adam Katz is a 2025-2026 CAMERA on Campus fellow and a political science and history student at the University of Manitoba.
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PA Court Rules: Terrorists Must Get Pay-for-Slay Salaries — No Exceptions
A Palestinian Hamas terrorist shakes hands with a child as they stand guard as people gather on the day of the handover of Israeli hostages, as part of a ceasefire and a hostages-prisoners swap deal between Hamas and Israel, in Rafah in the southern Gaza Strip, Feb. 22, 2025. Photo: REUTERS/Ramadan Abed
The Palestinian Authority (PA)’s Pay-for-Slay policy is now widely and publicly acknowledged.
PA officials have refused to say whether they will appeal a Palestinian court ruling earlier this week that ordered Pay-for-Slay to be resumed to a jailed terrorist who filed a lawsuit after it was suspended.
The ruling sets a legal precedent for the immediate resumption of salaries of 1,600 jailed terrorists who had them suspended last year even while salaries continued for thousands of other jailed terrorists, including through shifting the manner of payment, hidden means, or otherwise.
According to an article in the UK Arab news website Al-Araby Al-Jadeed, the Court found the PA’s Pay-for-Slay law is still in effect:
The Independent Commission for Human Rights (‘Public Complaints Commission’) [parentheses in source] in Palestine relied on the decision of the Ramallah Administrative Court, which was issued yesterday, Monday, [May 4, 2026,] in order to cancel the cessation of the salary payment of prisoner minor Ahmed Firas [PMW was unable to determine the details of his crimes -Ed.], …and with the aim of ending the salary crisis of approximately 1,600 prisoners [i.e., terrorists] whose salaries were stopped.
These salary payments were halted three months after Palestinian [PA] President Mahmoud Abbas issued a presidential decree, according to which the allowances of the Palestinian prisoners being paid by the PA were transferred to the Palestinian National Economic Empowerment Institution [PNEEI; refers to Abbas’ revision of “Pay-for-Slay,” see note below -Ed.]…
Yesterday, the Ramallah Administrative Court issued a decision to cancel the ‘implied decision’ of the [PA] minister of finance, according to which the salary of prisoner Ahmed Firas Hassan was stopped in mid-2025.
The Independent Commission [for Human Rights] filed a lawsuit to cancel this decision in August 2025. The Commission emphasizes that this is a precedent that can be relied upon to renew the salaries of more than 1,600 prisoners.
…
[ICHR] Legal Advisor Attorney Ahmed Nasra told [UK Arab news website] Al-Araby Al-Jadeed that the legal argument was based on how the decision to stop the salaries is illegal. According to him, the Basic Law obliges the State of Palestine to pay salaries to this sector, based on Article 22 of the amended Basic Law, which states: ‘The care for the families of the Martyrs and the prisoners, and the care for the wounded, injured, and disabled, is a duty whose provisions are regulated by law, and the [Palestinian] National Authority ensures for them educational services and health and social insurance.’ Additionally, the argument was also based on the Prisoners and Released [Prisoners] Law. The decision to stop the salaries was implemented without an official document indicating the decision, and therefore it was considered an ‘implied decision’ of the minister of finance, meaning an unwritten decision – a position that was adopted by the court that ruled accordingly. [emphasis added]
[Al-Araby Al-Jadeed, UK Arab news website, May 5, 2026]
The PA now refuses to say whether it will appeal the ruling, which is the only way the implementation of the ruling could be stopped, or even delayed:
“The newspaper Al-Araby Al-Jadeed tried to get a response from the Ministry of Finance but received no answer, and also approached the [PLO] Commission of Prisoners and Released [Prisoners’ Affairs] and the [PA-funded] Prisoners’ Club, but the heads of these bodies preferred not to respond.”
[Al-Araby Al-Jadeed, UK Arab news website, May 5, 2026]
It’s not apparent why this specific group of terrorists had seen their salaries suspended in the first place when most others didn’t. As Palestinian Media Watch has previously documented, Pay-for-Slay continues unabated for thousands of other jailed terrorists.
But what the PA court has done is exposed the con game that the PA has been doing to hide Pay-for-Slay from the eyes of Western countries since last year.
ICHR Attorney Ahmed Nasra told Hebron’s Radio Alam the PA lawyers didn’t even try to argue that the prisoner wasn’t entitled to a salary, but simply claimed some technical rationale for the suspension.
The Court, meanwhile, accepted the counter argument that the terrorist had been getting a salary and was simply entitled to continue getting it, under law:
Ahmed Nasra and Al-Alam host Samer Al-Ruwaished
Host: “Was there an opposing party … a representative or lawyer from the [PA] Ministry [of Finance] against which you filed the petition? Were certain arguments presented to the court as to why they stopped this person’s salary?”
Ahmed Nasra: “Of course, the administrative prosecution represents the [PA] governmental entities. We — I as the lawyer — represent the appellant, the one who filed the petition. And the administrative prosecution is the one representing the governmental ministries and the government. The defense of the administrative prosecution was mainly procedural and formal, meaning they did not argue whether the prisoner is entitled or not entitled to a salary; they did not enter into that matter. Rather, they argued that there was a defect in the lawsuit, that there was a defect in the procedures, formal matters of this kind…
This person already meets the conditions for receiving a salary, let’s say… for salary eligibility … He was, as you know, one of those 1,600 prisoners who were already receiving salaries initially.”
Host:“Right, they are not asking for a [new] salary, they have already been [on the list of recipients].”
Ahmed Nasra: “Yes, exactly. Therefore, you are talking about 1,600 cases of people who already meet the conditions. In other words, the problem was not in that. Therefore, the administrative prosecution … did their job and their role in the case. They had no reservation and did not appeal on the matter of meeting the eligibility conditions. And this makes sense.”
Host: “And this perhaps also helped in reaching this decision, which restores the situation to its previous state, since [the salaries] were legal in the first place.” [emphasis added]
[Al-Alam radio station (Hebron), Facebook page, May 4, 2026]
Enough is enough. The PA incentivizing terror through Pay-for-Slay must be stopped completely in every method that it is delivered — whether it be through salaries, stipends, pensions, or hiring policies. The PA that passed the law mandating Pay-for-Slay must provide a legal remedy to stop it once and for all — now.
The author is a contributor to Palestinian Media Watch, where a version of this article first appeared.