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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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A hypnotic new album inspired by a unique Yiddish recording
Folklore scholar Barbara Kirshenblatt-Gimblett doesn’t remember interviewing and recording the Yiddish folksinger Rose Cohen in 1968 in Toronto. But this recording may turn out to be one of the most significant ones that made it into the storied archives at the YIVO Institute for Jewish Research.
In it, Cohen sings ten songs from her childhood in the Kyiv region of Ukraine, in Yiddish, Hebrew, Ukrainian and Russian. A handful of these songs have never been found anywhere else.
Cohen, who came to Toronto after World War II, was from a dynasty of what she called khazonishe, or singing rabbis, and learned many of these songs listening to them singing in her home.
This recording became the inspiration for a new album, The Rose Cohen Experience, released last month on Borscht Beat Records. Her songs are performed here by Cantor Sarah Myerson and Ilya Shneyveys, a married couple of talented multi-instrumentalists. The duo, called Electric Rose, took nine of the ten songs Kirshenblatt-Gimblett recorded and created their own elaborate, imaginative versions of them.
In the recording, Myerson — who serves as spiritual leader and cantor at Roosevelt Island Jewish Congregation in New York City — sang them as she and Shneyveys played an array of instruments over loops, creating a surreal, hypnotic sound. Shneyveys was no stranger to this, having once been part of the Yiddish “psychedelic” rock group Forshpil.
One of the songs, Berosh Hashone (On Rosh Hashone) begins with a segment from the solemn High Holidays prayer Unetaneh Tokef, about how our destiny is determined by God, depending on what deeds we’ve done. But then there are other Yiddish verses about an unhappy woman asking her children if she should divorce their father. “We don’t have that as a Yiddish song elsewhere in the repertoire,” Myerson said in an interview. “We don’t know of that song existing in other languages either.”
The album is structured, at least at first, as an imagined narrative of Cohen’s own life. “Ikh heyb mikh on tsu dermonen” (I’m beginning to remember) possesses a driving rhythm and a powerful recollection of an immigrant in North America dreaming of going back to his wife in Europe. Even though it’s a folk song, it’s possibly autobiographical when she sings it, as Cohen’s father immigrated to Toronto before the rest of his family. Myerson and Shneyveys aimed to draw out the autobiographical aspect of this song by playing selections of the Cohen interview where she recalls where she is from and how old she is.
The song transitions to Bay mashin (At the machine), a folk song about a woman slaving over a sewing machine, looking forward to getting married after having assembled her dowry. In an interesting twist, Myerson actually uses the sound of a sewing machine throughout the track, both in recorded and live performances. It’s a small hand-crank sewing machine from the early 20th century, “possibly developed for child labor,” Myerson said.
Myerson contributed a special track, Kale Tfile (Bride’s prayer), to supplement the nine Cohen songs. Kale Tfile is taken from an excerpt of a tkhine (a Yiddish-language women’s prayer) that a woman would recite on the night before the wedding. She found the prayer in an 1897 prayerbook known as the Siddur Korban Minchah.
Myerson said she decided to include this text after trying to imagine how Cohen may have felt singing Bay mashin, where the ending indicates that the female narrator is about to marry. The words are plaintive (“O God, please hear my youthful prayer, receive my hot tears that I now spill before You”), raising the possibility that she is unhappy about the match. Myerson’s performance delivers the song in that spirit, utilizing a vocoder, a keyboard that allows her to harmonize with herself.
From here, the album drops its autobiographical train of thought and moves into a more experiential mode. Mayim Rabim (mighty waters), also known as Psalm 93 — a psalm recited during the Shabbat evening prayer service — is remarkable because, as Myerson said, “we just don’t have many recordings of women of her generation singing liturgy.” Here, we see how Electric Rose made use of ambient recordings; in this case — ocean waves from Miami Beach.
You can catch Electric Rose on their upcoming tours throughout the East Coast, California and Germany.
The post A hypnotic new album inspired by a unique Yiddish recording appeared first on The Forward.
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China Warns Against Foreign ‘Interference’ in Iran as Trump Mulls Response to Regime Crackdown
A demonstrator lights a cigarette with fire from a burning picture of Iran’s Supreme Leader Ayatollah Ali Khamenei outside the Iranian embassy during a rally in support of nationwide protests in Iran, in London, Britain, Jan. 12, 2026. Photo: REUTERS/Toby Melville
China on Monday expressed hope that the Iranian regime would “overcome” the current anti-government protests sweeping the country, warning against foreign “interference” as US President Donald Trump considered how to respond to Iran’s deadly crackdown on nationwide protests.
“China hopes the Iranian government and people will overcome the current difficulties and uphold stability in the country,” Chinese foreign ministry spokesperson Mao Ning told reporters during a press conference.
“China always opposes interference in other countries’ internal affairs, advocates that all countries’ sovereignty and security should be fully protected by international law, and opposes the use or threat of force in international relations,” she continued. “We call on parties to act in ways conducive to peace and stability in the Middle East.”
The comments came as Iran continued to face fierce demonstrations, which began on Dec. 28 over economic hardships but escalated into large-scale protests calling for the downfall of the country’s Islamist regime.
If the regime in Tehran was seriously weakened or potentially collapsed, it would present a problem for a strategic partner of Beijing.
China, a key diplomatic and economic backer of Tehran, has moved to deepen ties with the regime in recent years, signing a 25-year cooperation agreement, holding joint naval drills, and continuing to purchase Iranian oil despite US sanctions.
China is the largest importer of Iranian oil, with nearly 90 percent of Iran’s crude and condensate exports going to Beijing. Traders and analysts have said that Chinese reliance on Iranian oil will likely increase and replace Venezuelan oil after US forces captured Venezuela’s President Nicolas Maduro earlier this month.
Iran’s growing ties with China come at a time when Tehran faces mounting economic sanctions from Western powers, while Beijing itself is also under US sanctions.
According to some media reports, China may be even helping Iran rebuild its decimated air defenses following the 12-day war with Israel in June.
The extent of China’s partnership with Iran may be tested as the latter comes under increased international scrutiny over its violent crackdown on anti-regime protests.
US-based rights group HRANA said by late Monday it had verified the deaths of 646 people, including 505 protesters, 113 military and security personnel, and seven bystanders. The group added that it was investigating 579 more reported deaths and that, since the demonstrations began,10,721 people have been arrested.
Other reports gave indicated the number of protesters killed by the regime numbers well into the thousands, but with the regime imposing an internet blackout since Thursday, verification has been difficult.
Trump has said he will intervene against the regime if security forces continue killing protesters. Adding to threats of military action, Trump late on Monday announced that any country doing business with Iran will face a new tariff of 25 percent on its exports to the U.S.
“This order is final and conclusive,” he said in a social media post.
According to reports, Trump was to meet with senior advisers on Tuesday to discuss options for Iran, including military strikes, using cyber weapons, widening sanctions, and providing online help to anti-government sources.
Iran has warned that any military action would be met with force in response.
“Let us be clear: in the case of an attack on Iran, the occupied territories [Israel] as well as all US bases and ships will be our legitimate target,” Iranian parliament speaker Mohammad Baqer Qalibaf told a crowd in Tehran’s Enqelab Square on Monday, adding that Iranians were fighting a four-front war: “economic war, psychological warfare, military war against the US and Israel, and today a war against terrorism.”
However, the White House stressed that Trump hopes to find a diplomatic resolution.
“Diplomacy is always the first option for the president,” White House press secretary Karoline Leavitt told reporters on Monday.
“What you’re hearing publicly from the Iranian regime is quite different from the messages the administration is receiving privately, and I think the president has an interest in exploring those messages,” she said.
Iranian Foreign Minister Abbas Araqchi told Al Jazeera that he and US envoy Steve Witkoff have been in contact.
Trump said on Sunday the US could meet Iranian officials and he was in contact with Iran’s opposition.
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Arson Suspect Targeted Mississippi Synagogue for ‘Jewish Ties,’ Laughed During Confession: FBI
Smoldered remains of the Beth Israel Congregation’s library. Photo: Screenshot.
The suspect believed to have intentionally ignited a catastrophic fire which decimated the Beth Israel Congregation synagogue in Jackson, Mississippi has told US federal investigators he targeted the institution over its “Jewish ties,” according to an affidavit the FBI has submitted to federal court.
Stephen Pittman, the FBI said in portions of the affidavit made public on Monday, “was identified as a person of interest and ultimately confessed to lighting a fire inside the building.” The document added that Pittman, arrested on Sunday, purchased the accelerant, gasoline, with which he ignited the blaze from a gas station.
Pittman, 19, allegedly started the conflagration in Beth Israel’s library during the early morning hours on Saturday, setting off a blaze which coursed through the entire building and intensified to the extent that its flames, according to one local account, “were coming out of the synagogue’s windows.” As he carried out the act, he notified his father of it via text message, saying “I did my research,” the
According to the court filing, Pittman also told his father that he was aware of the incident being filmed by Beth Israel’s security cameras, describing them as “the best.”
“Pittman laughed as he told his father what he did and said he finally got them,” read the affidavit from Nicholas Amiano, an FBI agent in the Jackson division.
In the end, Pittman allegedly destroyed a number of Torah scrolls and caused damage so great that the building must, for now, be abandoned while authorities conclude their investigation of the incident and Beth Israel, founded in 1860, weighs a reconstruction which could takes years to complete.
The institution was once targeted by the Ku Klux Klan over its rabbi’s support for civil rights for African Americans. With the latest destruction, some 150 families will be left without the only Jewish house of worship in the city.
“As Jackson’s only synagogue, Beth Israel is a beloved institution, and it is the fellowship of our neighbors and extended community that will see us through,” Beth Israel president Zach Shemper said in a statement. “We are a resilient people. With support from our community, we will rebuild.”
Jackson Mayor John Horhn, a Democrat also issued a statement, saying, “Acts of antisemitism, racism, and religious hatred are attacks on Jackson as a whole and will be treated as acts of terror against residents’ safety and freedom to worship. Targeting people because of their faith, race, ethnicity, or sexual orientation is morally wrong, un-American, and completely incompatible with the values of this city.”
He added, “Jackson stands with Beth Israel and the Jewish community, and we’ll do everything we can to support them and hold accountable anyone who tried to spread fear and hate here.”
Reactions to the suspected hate crime poured in from major Jewish civil rights organizations across the country, with Anti-Defamation League (ADL) chief executive officer Jonathan Greenblatt saying, “An attack on any synagogue is an attack on all Jews.” The American Jewish Committee (AJC) called the fire a “hateful act” that “is only the most recent symptom of the dangerous rising antisemitism facing Jewish communities across the country and around the world.”
For several consecutive years, antisemitism in the US has surged to break “all previous annual records,” according to a series of reports issued by the ADL since it began recording data on antisemitic incidents.
The ADL recorded 9,354 antisemitic incidents in 2024 — an average of 25.6 a day — across the US, providing statistical proof of what has been described as an atmosphere of hate not experienced in the nearly fifty years since the organization began tracking such data in 1979. Incidents of harassment, vandalism, and assault all increased by double digits, and for the first time ever a majority of outrages — 58 percent — were related to the existence of Israel as the world’s only Jewish state.
The Algemeiner parsed the ADL’s data, finding dramatic rises in incidents on college campuses, which saw the largest growth in 2024. The 1,694 incidents tallied by the ADL amounted to an 84 percent increase over the previous year. Additionally, antisemites were emboldened to commit more offenses in public in 2024 than they did in 2023, perpetrating 19 percent more attacks on Jewish people, pro-Israel demonstrators, and businesses perceived as being Jewish-owned or affiliated with Jews.
The FBI disclosed similar numbers, showing that even as hate crimes across the US decreased overall, those perpetrated against Jews increased by 5.8 percent in 2024 to 1,938, the largest total recorded in over 30 years of the FBI’s counting them. Jewish American groups have noted that this rise in antisemitic hate crimes, which included 178 assaults, is being experienced by a demographic group which constitutes just 2 percent of the US population.
“This latest deplorable crime against a Jewish institution reminds us that the same hatred that motivated the KKK to attack Beth Israel in 1967 is alive today,” the Florida Holocaust Museum said in a statement shared with The Algemeiner on Monday. “Antisemitism are still trying to intimidate Jews, drive them out of public life, and make houses of worship targets of violence instead of place of safety and community.”
It added, “With your help we can resist this evil. The more society understands about the nature of antisemitism, including the Holocaust, the better prepared it will be to identify and reject anti-Jewish bigotry. May Beth Israel’s Holocaust Torah, which survived the fire, inspire us all to stand up for each other and create a more just and accepting world.”
Follow Dion J. Pierre @DionJPierre.