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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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Michigan Democrats await Senate winner in party’s biggest test yet on Israel
The Democratic primary for the open Senate seat in Michigan appeared too close to call Tuesday night, with Dr. Abdul El-Sayed and Rep. Haley Stevens locked in a tight race that had become a proxy fight over the Gaza war and a referendum on Israel supporters’ influence in Democratic politics.
According to unofficial results, El-Sayed, a physician and the son of Egyptian immigrants, held a narrow lead over opponent Rep. Haley Stevens, the establishment favorite — 49.9% vs. 46.3% — with 65% of the vote counted for the seat being vacated by Sen. Gary Peters.
The Michigan contest is AIPAC’s largest investment this election cycle. Its super PAC, United Democracy Project, spent more than $30 million on ads attacking El-Sayed and promoting Stevens, according to recent FEC filings. AIPAC also raised several million dollars for Stevens’ own campaign through its donors’ portal.
If El-Sayed prevails, it would deliver a blow to the establishment and to the U.S.-Israel fundraising group, AIPAC, its biggest setback since it started its direct political spending in 2021 and after years of helping defeat progressive critics of Israel who challenged congressional incumbents. The brand has become increasingly controversial among Democratic voters in the wake of the Gaza war. Congressional candidates, including some Jewish Democrats, have promised not to take contributions from AIPAC.
Supporters of El-Sayed remained optimistic that the candidate’s upset victory would be proof positive that the future of the Democratic Party lies in candidates who support cutting off U.S. aid to Israel and characterize Israel’s conduct in Gaza as genocide.
Sen. Bernie Sanders of Vermont, the progressive insurgent’s most prominent backer, said on CNN the race reflected a broader shift in Democratic politics. “What we are seeing, no matter what happens tonight in Michigan — and I hope very much that El-Sayed wins — is: you’re seeing the transformation of the Democratic Party, and what the debate within the Democratic Party is about,” he said. Sanders added that the campaign showed that progressive candidates are challenging the party establishment not only on ideology, but also on how campaigns are run.
Winning the primary may be the easier test. Michigan remains one of the nation’s top battleground states, and a close finish would suggest ongoing divisions within the Democratic coalition. El-Sayed will have to carry moderate Democrats who backed Stevens, while taking on former Republican Rep. Mike Rogers in a race that could help determine control of the Senate. Recent polls found Rogers leading El-Sayed by single digits.
How we got here
The Michigan race became a culmination of several political currents that have been building for years.
It reflected lingering anger among Americans over the Gaza war, Democratic criticism of Prime Minister Benjamin Netanyahu, frustration among progressives over AIPAC’s support for some Republicans who challenged the 2020 election results, and the growing influence of the Democratic Socialists of America, accelerated by the political rise of Zohran Mamdani in the New York City mayoral race last year.
Michigan, home to one of the country’s largest Arab-American communities and the birthplace of the “uncommitted” movement to protest the Biden administration’s handling of the Gaza war in the 2024 presidential primary, made it a natural testing ground for progressive forces.
El-Sayed highlighted the Gaza war and AIPAC’s involvement in Democratic primaries when he launched his campaign in April 2025 — months before AIPAC spent a dollar. He advocated for ending unconditional military aid to Israel and framed his candidacy as a fight against outside influence. Notably, El-Sayed supported the “uncommitted” movement, though he later endorsed Kamala Harris after Biden dropped out.
According to data compiled by Milan Singh, a fellow at The Argument, a liberal opinion-focused media publication, insurgent progressive candidates for Congress mentioned Israel in 48% of their fundraising emails.
With most major primaries already decided, this race became the biggest Democratic showdown yet over Israel.
Jewish divide
Jewish voters make up just 1.4% of the electorate in Michigan. But the community had become deeply invested in the race — with Jews both in fierce opposition to El-Sayed and fiery support.
For many Jews, El-Sayed’s questioning of whether Israel should exist as a Jewish state and his decision to campaign alongside controversial Twitch streamer Hasan Piker, who has been accused of antisemitic rhetoric, were cause for alarm. El-Sayed also came under fire for calling the Israeli government “evil” like Hamas.
Rep. Hillary Scholten, a second-term Michigan Democrat, said on CNN Tuesday night that El-Sayed reinforced concerns some voters had about him by campaigning again with Piker in the final days before the primary. “Elections are about choices,” she said. “What is the message that you want to send to your voters?”
At the same time, El-Sayed courted Jewish voters. He attended a Passover seder at Congregation T’chiyah, a progressive Reconstructionist synagogue outside Detroit. Many of its congregants volunteered for El-Sayed’s campaign with a group dubbed “Jews for Abdul.”
Jewish former Michigan congressman Andy Levin — who lost his House election against Stevens in 2022 after AIPAC poured millions into defeating him — endorsed El-Sayed.
In the final days of the campaign, Stevens had sharpened her concerns about El-Sayed, accusing him of blaming “all of your problems on Jewish Americans.”
El-Sayed rejected accusations of antisemitism and argued that his critics conflate the Israeli government with the Jewish people.
“I love and revere Judaism and the Jewish people,” he said.
The post Michigan Democrats await Senate winner in party’s biggest test yet on Israel appeared first on The Forward.
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The real Jewish story of Ceuta, Spain’s migrant-magnet neighbor to Morocco
For all of us who don’t know much about geography, international political crises are always welcome. Since the start of Trump 2.0, we have been discovering places we never knew existed, but now present existential threats. From straits — think Hormuz and Bab al-Mandab — to islands — whether Greenland or Heard and McDonald — we now have, along with higher gas and food prices, a better appreciation of our world.
Late last week, yet another obscure part of the globe was suddenly brought, this time without our president’s assistance, to the attention of western media: Ceuta. A city of approximately 83,000 inhabitants, Ceuta is ensconced on a peninsula which, though attached to the Moroccan coastline, is nevertheless under Spanish rule, even while it enjoys a significant amount of autonomy.
As we now know, Ceuta was also the magnet that, starting on July 30, drew about 72,000 young Moroccans who sought, mostly by swimming, to reach its beaches and, from there, perhaps reach Europe. That nearly 100 young men and women drowned in the effort — one that moreover proved naught for those who reached Ceuta as nearly all of them were obliged to return to Morocco — adds a heartrending chapter to the complex history of a city where tragedy has long mixed with comity.
Founded two millennia earlier by the Phoenicians, Ceuta was successively ruled by the Romans, Ottomans, Portuguese and Spaniards. In 1492, when the kingdom expelled its Jewish population, a few thousand crossed the Strait of Gibraltar to Ceuta, where they managed to avoid the bloody reach of the Inquisition. Yet they were not the first Jews to make their home on this tip of North Africa; as early as the 11th century, the Spanish-Jewish poet Abraham Ibn Ezra refers to the Jews of Ceuta in one of his poems. For the next few centuries, the small community lived in relative peace alongside its Christian and Muslim neighbors, a continuation, argues the historian Veronica Viviana Reyes, of the medieval “al-Andalus,” that brilliant and brief moment of cultural convergence between the three “peoples of the Book.”
Come the mid-20th century, the steadily dwindling Jewish community received reinforcements with the arrival of a few hundred Sephardic Jews who left their native Morocco in the wake of its independence from France. Earlier that century, several hundred Indians, mostly Sindhi, who were subjects under the British Raj also arrived in Ceuta, drawn by the city’s busy trading and commercial opportunities. Though the statistics are approximate — Spain does not require citizens to list their religion — about 58% of Ceuta’s population is Christian, 40% is Muslim, and the remaining couple of percentage points comprise its Jewish and Hindi communities. [ As a result, this ancient city attached by a thread of rock and soil to North Africa has accomplished a remarkable feat: the braiding of four distinct faith communities into what the locals call convivencia, or peaceful coexistence.
Yet, as last week’s event revealed, convivencia is a fragile thing. The influx of Moroccan youths on the beaches and streets of Ceuta, though over as quickly as it began, has become the gift that does not stop giving for the extreme-right media and politicians in countries bordering Spain. Marine Le Pen, leader of France’s ethno-nationalist party the National Rally, demanded that the French government “reinforce its border controls.”
Not to be outdone, her second-in-command, Jordan Bardella, warned that these “invaders will soon be on our streets.” Going a step further, the extreme-right prime minister of Italy, Giorgia Meloni, called for Spain’s suspension from the Schengen Accord—the guarantee of free movement of citizens across the borders of European Union nations — and resurrected immigration controls for Spanish citizens, although Spain does not share a border with Italy. (This geographical fact did not deter Mette Fredricksen, the prime minister of distant Denmark, from voicing her support for Meloni.)
Inevitably, the old chestnut of a Jewish conspiracy has also been resurrected. Public figures, ranging from antisemitic fantasist Candace Owens, through the former director of Human Rights Watch, Kenneth Roth, to the Spanish actor Javier Bardem, have posted or reposted wink-wink, nudge-nudge claims that Israel orchestrated the mad rush of Moroccans towards Ceuta. The reason cited for this nefarious feat is Benjamin Netanyahu’s desire to embarrass the Spanish prime minister, Pedro Sanchez, who has been one of the harshest European critics of the war in Gaza and a proponent of a more liberal immigration policy than his European peers. The Moroccan government’s irritation over Spain’s support of Algerian claims to the western Sahara makes this baseless claim seem more reasonable.
The political and rhetorical theatrics have little to do with reality. Europe is not being overrun by what Marion Maréchal, a politician to the right of her aunt Marine Le Pen, described as a “veritable invasion” by “hordes of young Moroccans.” Or, for that matter, what her Spanish homologue, Santiago Abascal, the leader of the extreme-right party Vox, insisted was “an act of war” against Spain and, by extension, Europe.
This frenzied response deliberately ignores the fact that not a single Moroccan migrant entered Spain — a strait, after all, runs between Spain and Ceuta — and have nearly all been returned by Spanish soldiers and police to Morocco. Tellingly, residents of Ceuta have also used the word “invasion,” but with greater nuance. As a journalist for Le Monde reported, none of the locals she interviewed described the Moroccans as enemies. Though frightened by the sudden and massive influx, they also understood the migrants were not seeking “to rob them,” but instead to find a better future. Besides, as one Ceutan, Rachel Gomes, observed, she has Muslim in-laws. “This does not make for problems. Four cultures exist here — Hindu, Jewish, Muslim, and Christian — that live together remarkably well.” If only a similar convivencia reigned among the members of the European Union.
The post The real Jewish story of Ceuta, Spain’s migrant-magnet neighbor to Morocco appeared first on The Forward.
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Ad for Republican Colorado governor candidate depicts Jewish opponent with horns
An attack ad on the Jewish Democratic candidate for governor of Colorado has depicted him with red horns, drawing condemnation from the state Democratic party — and the apparent approval of the Republican nominee.
Invoking an ancient antisemitic canard that Jews have horns, the ad, created in support of Republican nominee Victor Marx and circulating on various social media platforms, called the Democratic nominee and Colorado’s current Attorney General Phil Weiser “the next threat to Colorado.”
The Colorado Democratic Party said on Facebook that the graphic was “antisemitic and disgusting” and called on Marx to disavow it.
Instead, Marx engaged with a post on X accompanied by the image, calling on Republicans to stop attacking each other, “unite, stay focused, and win.”
Throughout his campaign, controversy has followed Marx, a minister and author who some have categorized as a Christian fundamentalist. Others have called him a fabulist. On the campaign trail, Marx has claimed to be the first American into Gaza during the war with Israel, boasted about performing exorcisms by phone and said his stepfather forced him to kill a man at the age of 7.
A fellow Republican party member also formally accused him of accepting unlimited campaign contributions through his online merchandise store.
The Marx campaign did not respond to an inquiry by the Forward.
Weiser, who attends a Conservative synagogue in Denver, defeated U.S. Sen. Michael Bennet for the Democratic nomination in July. He also did not respond to an inquiry.
Polls show Weiser with a sizable lead over Marx. The Colorado governor’s seat has been held by a Democrat since 2008, and term-limited incumbent Gov. Jared Polis is also Jewish.
The post Ad for Republican Colorado governor candidate depicts Jewish opponent with horns appeared first on The Forward.
