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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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Netanyahu’s pardon request is a staggering act of hypocrisy — and it should be granted, with one condition
It’s hard to imagine a more staggering act of hypocrisy than Israeli Prime Minister Benjamin Netanyahu’s request for a pardon, given his own public and legal arguments over the past several years. This is the same man who stood before Israel’s Supreme Court and declared there was no problem with serving as prime minister while under criminal indictment — insisting he’d have “no issues” running the country during a trial, if allowed to run for the job.
Now, in documents submitted to President Isaac Herzog Sunday, he wants the very same trial paused so he can focus on running the country. The audacity is jaw-dropping.
Worse still, the request is wrapped in the claim that a pardon would “heal the national divide” — a divide he personally ignited the moment indictments were filed in 2019, when he unleashed a furious campaign against the police, prosecutors, judges and then-attorney general Avichai Mandelblit. This isn’t merely gaslighting but a form of extortion. Until Netanyahu launched his demonization campaign against the courts, the Supreme Court was one of Israel’s most trusted institutions. He poisoned that trust — and now plays peacemaker.
At the core of this crisis stands a simple principle: equality before the law. No Israeli — not a general, not a mayor, not a cabinet minister — is exempt from accountability. And yet one man now tries to rewrite the rules because he can weaponize politics and public pressure.
Some may cite the 1980s “Bus 300 Affair,” when President Chaim Herzog — the current president’s father — pardoned senior officials from the Shin Bet security agency involved in executing captured terrorists. But the comparison collapses immediately: those officials admitted guilt, resigned their posts, and accepted responsibility.
Netanyahu — who is standing trial for bribery, fraud and breach of trust — has not yet agreed to admit anything.
His allies, meanwhile, are waving around President Donald Trump’s pressure on Israel’s president as if it were helpful. It is, of course, an outrageous intrusion into Israel’s sovereignty — though Trump, volatile and vulgar as ever, will not care. We should expect escalation: threats about military aid, tariffs on Israeli exports — whatever suits his fancy. He slapped illegal tariffs on Canada in October because of a commercial he disliked. It is not paranoid to assume Netanyahu is coordinating the playbook — which could add treason to the list of crimes.
A clear and present danger
The implications stretch far beyond Netanyahu. If a sitting leader can wage a domestic and international campaign to pardon himself, then accountability collapses. How can any citizen believe the justice system exists for the public, rather than for the powerful? In Russia and Turkey, they cannot. Israel cannot allow itself to join that list.
Yet the question is unavoidable: should Israel consider a pardon in exchange for Netanyahu’s permanent retirement from public life? Opposition voices have floated the idea. It deserves consideration — but it comes with massive pitfalls. Such a deal would spare Netanyahu a verdict and spare Israel the catharsis of a resounding election defeat next fall — a defeat every credible poll suggests is on the horizon.
It could crown his fraudulent narrative of victimhood: Netanyahu the martyr, crucified by elites. That risks deepening the national wound rather than healing it. After all, a resounding Likud loss — a party now reeking with historically global levels of corruption — is oxygen Israel desperately needs.
There’s also a practical problem: Israeli law offers no clean mechanism to tie a pardon to a permanent political ban. One could sign a document or make a declaration — but enforcement would rely entirely on trust. And who trusts Netanyahu? The only reliable barrier would be a formal “moral turpitude” finding — until his loyalists rewrite that statute too.
There’s another reason not to wait for an electoral loss: it is obvious to anyone paying attention that Netanyahu’s camp will try to skew or even falsify the results of an election. The obsession with power is absolute. They will surely attempt to disqualify Arab parties that are an important element of the opposition. Expect efforts to suppress Arab turnout, perhaps even stoking street violence to frighten voters away from the polls. Those who think this warning is cynical simply do not know the players involved. They have no limits.
The venom Netanyahu has injected into Israel’s civic bloodstream is a clear and present danger to the state’s future.
Which is why I reluctantly believe a pardon should be considered, but on one immovable condition: a full personal admission of guilt — spoken aloud by Netanyahu himself. Only that could puncture the cultish bubble sustaining him. And absolutely, under no circumstances, should a pardon allow him to retain or regain power. A leader cannot be pardoned for abusing power and then allowed to keep the very same power.
Years ago, between Israel’s endless election cycles, Netanyahu went on TV and swore he would never weaken the judiciary or interfere in his own trial. “No tricks and no shticks,” he promised — an immortal phrase. We got tsunamis of tricks, and rivers of shticks, and this was no surprise. Now comes Olympic-level hypocrisy as the cherry on top.
This same Netanyahu once claimed, in the 1990s, that prime ministers must be term-limited because power corrupts. And in 2008, attacking then-Prime Minister Ehud Olmert, he said: “A prime minister who is up to his neck in investigations has no moral or public mandate to make such fateful decisions for the State of Israel. There is a real and well-founded fear he will make decisions based on political survival, not the national interest.”
The only thing that has changed since then is the identity of the man up to his neck. Israel must not permit this man to stand above the law.
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Trump Confirms Conversation with Venezuela’s Maduro
Venezuela’s President Nicolas Maduro holds Simon Bolivar’s sword as he addresses members of the armed forces, Bolivarian Militia, police, and civilians during a rally against a possible escalation of US actions toward the country, at Fort Tiuna military base in Caracas, Venezuela, November 25, 2025. Photo: REUTERS/Leonardo Fernandez Viloria
US President Donald Trump confirmed on Sunday that he had spoken with Venezuelan President Nicolas Maduro, but did not provide details on what the two leaders discussed.
“I don’t want to comment on it. The answer is yes,” Trump said when asked if he had spoken with Maduro. He was speaking to reporters aboard Air Force One.
The New York Times first reported Trump had spoken with Maduro earlier this month and discussed a possible meeting between them in the United States.
“I wouldn’t say it went well or badly, it was a phone call,” Trump said regarding the conversation.
The revelation of the phone call comes as Trump continues to use bellicose rhetoric regarding Venezuela, while also entertaining the possibility of diplomacy.
On Saturday, Trump said the airspace above and surrounding Venezuela should be considered “closed in its entirety,” but gave no further details, stirring anxiety and confusion in Caracas as his administration ramps up pressure on Maduro’s government.
When asked whether his airspace comments meant strikes against Venezuela were imminent, Trump said: “Don’t read anything into it.”
The Trump administration has been weighing Venezuela-related options to combat what it has portrayed as Maduro’s role in supplying illegal drugs that have killed Americans. The socialist Venezuelan president has denied having any links to the illegal drug trade.
Reuters has reported the options under US consideration include an attempt to overthrow Maduro, and that the US military is poised for a new phase of operations after a massive military buildup in the Caribbean and nearly three months of strikes on suspected drug boats off Venezuela’s coast.
Human rights groups have condemned the strikes as illegal extrajudicial killings of civilians, and some US allies have expressed growing concerns that Washington may be violating international law.
Trump said he would look into whether the US military had carried out a second strike in the Caribbean that killed survivors during a September operation, adding he would not have wanted such a strike.
U.S. Defense Secretary Pete Hegseth has said the strikes are lawful but are intended to be “lethal.”
Trump told military service members last week the US would “very soon” begin land operations to stop suspected Venezuelan drug traffickers.
Maduro and senior members of his administration have not commented on the call. Asked about it on Sunday, Jorge Rodriguez, the head of Venezuela’s National Assembly, said the call was not the topic of his press conference, where he announced a lawmaker investigation into US boat strikes in the Caribbean.
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US Sees Progress After Talks in Florida with Ukraine, but More Work Needed to Reach Deal
US Secretary of State Marco Rubio, US Special Envoy Steve Witkoff, and US President Donald Trump’s son-in-law Jared Kushner meet with a Ukrainian delegation in Hallandale Beach, Florida, US, November 30, 2025. Photo: REUTERS/Eva Marie Uzcategui
US and Ukrainian officials held what both sides called productive talks on Sunday about a Russia peace deal, with Secretary of State Marco Rubio expressing optimism about progress despite challenges to ending the more than 3-year-long war.
Rubio met with a Ukrainian delegation led by a new chief negotiator in Florida, his home state, for talks that he said were meant to create a pathway for Ukraine to remain sovereign and independent.
“We continue to be realistic about how difficult this is, but optimistic, particularly given the fact that as we’ve made progress, I think there is a shared vision here that this is not just about ending the war,” Rubio told reporters after the talks concluded. “It is about securing Ukraine’s future, a future that we hope will be more prosperous than it’s ever been.”
The discussions were a follow-up to a new set of negotiations that began with a fresh US blueprint for peace. Critics said the plan initially favored Russia, which started the conflict with a 2022 invasion of Ukraine.
Special envoy Steve Witkoff and US President Donald Trump’s son-in-law, Jared Kushner, were also present representing the US side. Witkoff leaves on Monday for Moscow, where he is expected to meet Russian counterparts for talks this week.
“There’s more work to be done. This is delicate,” Rubio said. “There are a lot of moving parts, and obviously there’s another party involved here … that will have to be a part of the equation, and that will continue later this week, when Mr. Witkoff travels to Moscow.”
Trump has expressed frustration at not being able to end the war. He pledged as a presidential candidate to do so in one day and has said he was surprised it has been so hard, given what he calls a strong relationship with Russian President Vladimir Putin, who has largely resisted concessions to stop the fighting.
Trump’s team has pressured Ukraine to make significant concessions itself, including giving up territory to Russia.
The talks shifted on Sunday with a change in leadership from the Ukrainian side. A new chief negotiator, national security council secretary Rustem Umerov, led the discussions for Kyiv after the resignation on Friday of previous team leader Andriy Yermak, chief of staff to Ukrainian President Volodymyr Zelenskiy, amid a corruption scandal at home.
“Ukraine’s got some difficult little problems,” Trump told reporters on Air Force One on Sunday, referring to the corruption scandal, which he said was “not helpful.” He repeated his view that both Russia and Ukraine wanted to end the war and said there was a good chance a deal could be reached.
Umerov thanked the United States and its officials for their support. “US is hearing us, US is supporting us, US is walking besides us,” he said in English as the negotiations began.
After the meeting, he declared it productive. “We discussed all the important matters that are important for Ukraine, for Ukrainian people and US was super supportive,” Umerov said.
The Sunday talks took place near Miami at a private club, Shell Bay, developed by Witkoff’s real estate business.
Zelensky had said he expected the results from previous meetings in Geneva would be “hammered out” on Sunday. In Geneva, Ukraine presented a counter-offer to proposals laid out by US Secretary of the Army Dan Driscoll to leaders in Kyiv some two weeks ago.
Ukraine’s leadership, facing a domestic political crisis fueled by a probe into major graft in the energy sector, is seeking to push back on Moscow-friendly terms as Russian forces grind forward along the front lines of the war.
Last week, Zelensky warned Ukrainians, who are weathering widespread blackouts from Russian air strikes on the energy system, that his country was at its most difficult moment yet but pledged not to make a bad deal.
“As a weatherman would say, there’s the inherent difficulty in forecasting because the atmosphere is a chaotic system where small changes can lead to large outcomes,” Kyiv’s first deputy foreign minister Sergiy Kyslytsya, also part of the delegation, wrote on X from Miami on Sunday.