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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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‘This is sort of their normal’: Israelis confront yet another wartime flare after Iranian fire
(JTA) — TEL AVIV — As missiles flew toward Israel on Sunday night, beleaguered Israelis once again took to Facebook from their safe rooms.
“Whoever is in charge of naming wars over here, please do not give it a fierce animal name this time,” one Israeli wrote in an English-language group. “The last military operation was called ‘Roaring Lion,’ and the Twelve Day War in June 2025, ‘Rising Lion.’”
Another replied with a suggestion: “I hope it’s something like ‘The One Day War.’”
The idea may not have been far off. U.S. President Donald Trump said early Monday that he hoped both Iran and Israel would halt their fire. By mid-morning, Iran’s military announced the strikes were on pause, saying it had sufficiently retaliated for the Israeli strikes in Beirut, a tit-for-tat exchange. By Monday evening Israel time, Netanyahu, too, said the fighting was halted, but warned that Israel would respond “with force” to any future attacks.
Despite the tenuous pause — not quite a ceasefire — Home Front Command restrictions remained in place by Monday evening, touching every layer of daily life in Israel. Schools were closed through at least Wednesday. Or Erez, head spokesperson for Clalit, Israel’s largest health care network, told JTA, “We will continue to remain operating in shelters until the Home Front Command restrictions change.”
By 10 p.m. Sunday, NICU infants and those in critical care were already being moved to bunkers beneath Beilinson hospital, home to the largest emergency room in the Middle East.
“This is the third time within a year that we have carried out such a transition,” said Dr. Erez Barenboim, director of Beilinson and Hasharon Hospitals.
Hospital staff were visibly fatigued but resilient. Soroka University Medical Center was struck by an Iranian ballistic missile during the June 2025 conflict, and as is standard during attacks, health care staff canceled non-essential visits and moved operations to shelters.
Alexi Wirpel, a student at the University of Mary Washington in Virginia, was on a Birthright trip in the Galilee when the first sirens rang out. “We could hear the dome working, so we knew we were going to be relatively okay,” she said.
It was not Wirpel’s first trip to Israel, but it was her first time hearing sirens signaling incoming missiles. Others on the Birthright trip were more anxious and had to be consoled by staff, she said.
When word came of a tenuous pause, Wirpel said, she and others didn’t believe it would last long.
“All day today we’ve all kind of been just waiting for something to go off again,” she said. “It’s become a very real reality that this is something that my family has to go through instead of just hearing about it.”
Caroline Flannery manages an after-school program at a Tel Aviv middle school and has watched the cumulative toll of two and a half years of conflict reshape an entire generation of Israeli children. Added to the time lost during the pandemic, students in those grades have missed the equivalent of a year of school.
“We have kids in fifth and sixth grade that still don’t know the alphabet,” Flannery said.
Israel’s education system has been among the hardest hit since Oct. 7. Leaked results of a government aptitude test found that only 3% of Israeli ninth graders met the national benchmark for science, and just 22% met the benchmark for English, figures that prompted opposition leaders to call for a declaration of a “national educational emergency.”
The disruption extends to staff, who are just as rattled as students when a siren sounds and a week of lesson plans is suddenly worthless.
Flannery moved to Israel in 2019 and hadn’t planned to stay, but the impact she could make on Israeli children convinced her to commit to another year, and then another, until she was running the after-school program herself.
The conclusion she has come to in the wake of Oct. 7 is that many of her students, faced with constant disruption, will never fully catch up.
“It’s not just that they miss school, so now they have to work extra hard and catch up,” she said. “Their whole routine was disrupted and they come back. They’re not ready, not used to, not prepared to sit, to come into class, to sit in their seats, to learn. Their minds aren’t there.”
With Trump pressing Israel and Iran to return to the negotiating table, Flannery discussed contingency plans already on the table — such as Zoom classes, home visits — should the war return to its March tempo.
“This,” she said, “is sort of their normal.”
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Celebrated German Jewish bakery closes, saying ‘the hatred reached Berlin’ after Oct. 7
(JTA) — BERLIN — A Jewish bakery owned by Polish and Israeli immigrants in this city has shut its doors, citing a combination of economic pressure and antisemitic harassment.
Babka & Krantz opened in the Friedenau district in November 2022 and added a second location in December 2024, adjacent to the memorial at the site where the Nazis devised their “final solution” for the Jews during the Holocaust.
The second location at the House of the Wannsee Conference closed on Nov. 30, according to the bakery’s Instagram account, which directed followers to a statement from the memorial that has since been deleted from its website.
“We regret the verbal abuse and the difficult situation to which the managing directors and employees of BABKA & KRANTZ Meisterkonditorei were exposed and express our full understanding for the termination of the cooperation under these circumstances,” said the March 10 statement, which was preserved by the Internet Archive.
Now, the original location has closed, too.
Café owners and married couple Shahar Elkin and Marcin Liera-Elkin said in a statement to friends and supporters that a construction site had blocked access to the bakery for more than a year, curbing foot traffic.
But they also said they had been affected when, after Hamas’ Oct. 7, 2023, attack on Israel, “the hatred reached Berlin as well.” The bakery was “subjected to constant verbal abuse” since that time, they said in their statement, which has circulated on social media.
Elkin and Liera-Elkin declined to comment to the Jewish Telegraphic Agency, saying they were turning down all media inquiries for the time being. “We and our family need to settle down and attend to a few matters,” they said.
Some would-be customers in the neighborhood said they were already missing the Babka & Krantz on Sunday.
“I was actually going there every day recently, after I found out they were closing. I found that really unfortunate,” said Rebecca, who declined to share her last name. She said she had heard about both the economic impact of the construction and about harassment that had taken place at the store, adding, “It makes me sad that things are this way. I’m trying not to cry.”
Babka & Krantz joins a growing list of beloved eateries that have cited the aftermath of Oct. 7 in announcing their closures. Also in Berlin, the hummus bar Kanaan, which was jointly owned by an Israeli and a Palestinian, closed in March after experiencing protests. An Israeli restaurant in Portugal cited harassment when it announced its closure in January, as did an Ethiopian-Israeli eatery in New York City that recently ceased operating as a traditional restaurant. In Washington, D.C., a local chain of Israeli restaurants closed down late last year following a boycott campaign.
Elkin came to Berlin in 2012 from his home city of Haifa, Israel, and in 2019 earned a master baker’s certificate, becoming the first Jewish master baker accepted into the Berlin Bakers’ Guild. Liera-Elkin was born in Posen, Poland, and grew up in Berlin.
The couple said they were proud to be producing Jewish baked goods in a city with a resurging Jewish population.
“Our families come from cities with a vibrant Jewish life and a formative culture of debate. Today, few or no Jews live in these places anymore,” they said in their statement last week. “That’s why Berlin is such a miracle.”
Germany is home to an estimated 200,000 Jews, including many from the former Soviet Union and a large contingent of Israeli expats. The bakery catered to them, offering special menus for Jewish holidays, devising baked goods that reflect diverse Jewish traditions and even bringing in a rabbi to answer visitors’ questions.
But the bakery catered not only to Jewish customers. According to the owners, non-Jewish locals learned about Jewish culture at their tables. “Our neighbors have seen that different people can eat together at one table and speak to each other,” they wrote in their goodbye note.
The business also won professional recognition, earning a Craftsmanship Award sponsored by the Federal Ministry for Economic Affairs last year.
The couple said the good relations they had built as unofficial ambassadors of Jewish culture – introducing Berliners of all backgrounds to Jewish culinary specialties – were endangered when the construction site went up in their neighborhood, blocking the street view of their business. They lost customers and money, they said, and their anxiety was increasingly visible on their Instagram account, where they chronicled their fruitless efforts to make their story accessible again.
Speaking to the Berliner Morgenpost in November, Liera-Elkin hinted that the two-pronged pressure — economic and harassment — might force them to close. He reported that their vehicle had been vandalized and that they had “experienced numerous verbal and even physical attacks in our private life, received hate-filled letters and calls.” The couple said they had even sent their daughter to stay elsewhere for a time.
“We are just a bakery that wants to offer great products. But now we are only confronted with problems and politics that leave us in despair,“ he told the Morgenpost. “We really don‘t know if Berlin is still the right place for us.”
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Dave Matthews pushes back on claims his criticism of Israel is antisemitic
(JTA) — Dave Matthews, the frontman of the American rock band Dave Matthews Band, pushed back on allegations Friday that his vocal criticism of Israel in recent years had crossed into antisemitism.
Reading his remarks from a sheet of paper on stage at the Coastal Credit Union Music Park in Raleigh, North Carolina, Matthews, whose criticism of Israel has drawn backlash from some Jewish and pro-Israel voices, pushed back on accusations of antisemitism.
“It’s no secret, at least I don’t try to make it a secret, that I disagree with the policies of Israel and the United States, and their treatment of the civilian population in Gaza and the West Bank,” Matthews said. “But that should by no means be twisted into anybody thinking that I am bigoted or antisemitic in any way at all.”
Matthews continued: “On the contrary, I have a deep respect and love for all of my life that I can remember, and an admiration for the culture and history of the Jewish people.”
The frontman of the band continued to list a host of prominent Jewish figures he admired, including Albert Einstein, George Gershwin, Hannah Arendt and Anne Frank, and described being at a friend’s son’s bar mitzvah on Oct. 7, 2023, when Hamas attacked Israel.
“I hold the Jewish people in the highest regard, and it breaks my heart that my opinions born out of deep commitment to nonviolent resolution and resistance can be twisted to serve any hateful or racist or bigoted ideas,” Matthews said.
Matthews’ remarks come after years of outspoken criticism of Israel, including in 2024 when he joined a pro-Palestinian demonstration in Washington, D.C., against Israeli Prime Minister Benjamin Netanyahu’s speech to Congress.
“I’m ashamed that my tax dollars are going to the brutalizing of an entire people,” Matthews told Al Jazeera at the time. “It’s shameful. And I’m ashamed that our government is welcoming him here.”
At a New Jersey concert last year, Matthews also donned a keffiyeh, the traditional Palestinian headscarf, and held up signs reading “Stop The Genocide” and “Stop Killing Children.”
A representative for Matthews did not immediately respond to a request for clarification of what prompted his remarks Friday.
Matthews is among a growing number of prominent artists who have become outspoken critics of Israel in recent years, including Macklemore, the Irish rap group Kneecap and the British punk band Bob Vylan.
Matthews’ statement Friday was not the first time the artist has defended his rhetoric. In a December 2023 letter to his Jewish fans obtained by JNS, he also assured fans that he “strongly and unequivocally condemn the horrific events of Oct. 7.”
“I will never stop calling for an end to the violence in Gaza and the West Bank and Lebanon, and for that matter, the Congo and Sudan and Ukraine, or the violence, or the horrific violence against immigrants and their neighbors in our country,” Matthews concluded during his remarks Friday.
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