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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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Deni Avdija might not win Most Improved Player. But he can achieve something greater.
In any other year Deni Avdija, the NBA’s reigning Israeli superstar and its most talented Jewish player in at least half a century, might be a shoo-in for the league’s Most Improved Player award. The 6-foot-8 forward inflated his scoring average from 16.9 to 24.2 — good for 14th in the NBA — as he made his first All-Star team and guided the Portland Trail Blazers to their first winning season in five years.
But in spite of his team’s social media campaigning, this year’s award seems most likely headed to the Atlanta Hawks’ Nickeil Alexander-Walker, whose 20 points-per-game more than doubled last year’s average. Sportsbooks made Alexander-Walker an overwhelming favorite to win, and while I would debate the merits — Avdija also raised his assist numbers, had a bigger role on his team and made a more difficult leap — I can’t really argue the odds.
Anyway, with the regular season over, Deni is onto more important things — starting Tuesday night, when his Blazers take on the Phoenix Suns in the biggest game of his career to date. The winner of Tuesday’s Play-In (10 p.m. ET on Amazon Prime) advances to the one place Avdija’s never been in his six seasons: the NBA Playoffs.
At stake is more than just Avdija’s drought of 425 games without a playoff appearance — the fifth longest streak of any active player. It’s also the 10 years Israeli fans watched Avdija’s Jewish countryman Omri Casspi play without seeing him in the postseason. Casspi’s 588 games with seven different teams are the fourth-most without playing in the playoffs in NBA history (and the most of any player born after 1950). An ignominious record, indeed.
As Jewish Telegraphic Agency has noted, Israeli-born journeyman TJ Leaf, who is not Jewish, made the playoffs as recently as 2021. And others have pointed out that Casspi’s team made the playoffs in 2014, but he did not play. But Avdija himself seems to regard this as a possible breakthrough.
“First taste of the playoffs — I think ever for an Israeli player,” he said — last year, before the Blazers barely missed the Play-In.
If the Blazers do end the Jewish Israeli playoff curse, it will be thanks to Avdija, who’s answered every call for the franchise this season. In two critical late-season games against the Los Angeles Clippers — their rival for the 8th playoff seed — Avdija led all players in scoring both times, including 35 points April 10 as Portland grabbed hold of the 8-seed.
Avdija’s work will be difficult against Phoenix, which in Dillon Brooks employs one of the stingiest wing defenders in the Association. Avdija was one of the best in the league at drawing fouls — he was third in the NBA in free throw attempts — and the game may depend on how closely the referees officiate contact. As for prior experience, Avdija only played one full game against the Suns this year, scoring 19 points in a 17-point loss; Portland split the other two matchups.
Because they secured the 8-seed, the Blazers will have a second chance at making the playoffs even if they lose. The winner of Wednesday night’s Clippers-Golden State Warriors matchup will face the loser of Blazers-Suns. Two chances to win one, and make (Jewish) Israeli hoops history.
The post Deni Avdija might not win Most Improved Player. But he can achieve something greater. appeared first on The Forward.
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German Court Drops Antisemitic Motive in Attack on Jewish Student, Sparking Outcry Over Reduced Sentence
A protester wrapped in an Israeli flag at a rally against antisemitism at the Brandenburg Gate in Berlin. Photo: Reuters/Lisi Niesner
More than two years after the brutal attack on Jewish student Lahav Shapira, a German court has acquitted the perpetrator of antisemitic-motivated charges and handed down a reduced sentence, in what appears to be yet another case of the justice system in Europe dismissing antisemitism as a driving factor in violent crime.
On Monday, the Berlin Regional Court sentenced Shapira’s 25-year-old classmate to two and a half years in prison for aggravated assault, delivering a lighter punishment than the one handed down during the initial ruling last year.
However, the court found no antisemitic motive behind the attack, overturning the previous ruling that had concluded otherwise, a decision that has prompted outrage and renewed criticism over how such cases are interpreted and prosecuted.
The court found there was not enough evidence to establish that the accused had expressed antisemitic views prior to the attack, and that investigators’ discovery of anti-Israel material and a pro-Palestinian map in his apartment could not be definitively tied to him or any of his family members.
Shapira strongly condemned the verdict, describing it as a reversal of perpetrator and victim, and expressed hope that the public prosecutor’s office would appeal so the case could be reconsidered “by competent people.”
“What other motive could there have been?” 33-year-old student Shapira said when leaving the courtroom. “I’m annoyed; it’s sad.”
The attack took place in February 2024, when Shapira was out with his girlfriend and was recognized by a fellow student of Arab descent who confronted him over posters he and other students had placed around the university regarding Israeli hostages taken during the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
As the argument escalated, Shapira was knocked to the ground with punches and kicked in the face, suffering a complex midface fracture and a brain hemorrhage.
During the first trial, the public prosecutor’s office argued that “Shapira was attacked because he is Jewish and stood up against antisemitism.”
Even though the accused admitted to the assault in both trials, he consistently denied that it was motivated by antisemitism.
Shapira has also tried unsuccessfully to force the Free University of Berlin (FU) to offer stronger protection against antisemitic discrimination. However, the Berlin Administrative Court rejected his lawsuit against the university as inadmissible.
This latest case is by no means the first in Europe to raise alarm bells among the Jewish community, as courts have repeatedly overturned or reduced sentences for individuals accused of antisemitic crimes, fueling public outrage over what many see as excessive leniency.
Like most countries across Europe and the broader Western world, Germany has seen a shocking rise in antisemitic incidents over the last two years, in the wake of the Oct. 7 atrocities.
According to newly released figures, the number of antisemitic offenses in the country reached a record high in 2025, totaling 2,267 incidents, including violence, incitement, property damage, and propaganda offenses.
By comparison, officially recorded antisemitic crimes were significantly lower at 1,825 in 2024, 900 in 2023, and fewer than 500 in 2022, prior to the Oct. 7 atrocities.
Officials warn that the real number of antisemitic crimes is likely much higher, as many incidents go unreported.
In one of the latest incidents, unknown perpetrators defaced a home over the weekend in Berlin’s Prenzlauer Berg district with a swastika and the slogan “Kill all Jews,” prompting an investigation by the State Security Service.
Last week, an Israeli restaurant in the German city of Munich was attacked when assailants smashed multiple windows and threw pyrotechnic devices inside in what authorities suspected was an antisemitic assault.
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Majority of Israelis Oppose Iran Ceasefire, Back Continued Campaign, Polls Find
An Israeli air defense system intercepts a ballistic missile barrage launched from Iran to central Israel during the missile attack, March 1, 2026. Photo: Eli Basri / SOPA Images via Reuters Connect
A poll released ahead of Israel’s Holocaust Remembrance Day found that a majority of Israelis – 61 percent – oppose the ceasefire with Iran, despite nearly six weeks of missile fire, mass disruption, and repeated trips to shelters.
Some 73 percent of respondents in the poll conducted by the Institute for National Security Studies said they believe Israel will have to renew military action against Iran within the next year, while 76 percent said negotiations with the Islamic Republic would not accomplish the war’s stated aims of crippling Iran’s ballistic missile array, dismantling its nuclear weapons program, and bringing an end to the regime in Tehran
A separate survey by Agam Labs at the Hebrew University in Jerusalem pointed to even stronger opposition, with only 15 percent backing the ceasefire. Two-thirds said they oppose it.
Two other polls, by Kan and Channel 13, suggested that only a minority of Israelis believe the US and Israel have won the war. In the Kan survey, roughly one-third said they view the outcome as a victory. In the Channel 13 poll, that figure fell to a quarter, while 40 percent said they do not know.
On Lebanon, more than 61 percent of Israelis said the truce with Iran should not be extended to include the fighting with Hezbollah, a condition Tehran has pushed in its talks with Washington, according to the Agam poll.
That was broadly in line with findings from the Israel Democracy Institute (IDI), which reported that four out of five Jewish Israelis believe Israel should continue its campaign against Hezbollah.
Arab Israelis, by contrast, stood well apart in all of the polling. They overwhelmingly indicated they support the ceasefire with Iran, and only a small minority, less than a fifth according to the IDI poll, back continuing the fighting against Hezbollah.
Although missile alerts have eased across much of Israel since the halt in launches from Iran, communities in the north are still coming under sustained fire, with sirens continuing around the clock. A Hezbollah rocket that was not intercepted struck Nahariya on Monday afternoon, causing heavy damage to a residential building and lightly injuring two people. Days earlier, rocket fire hit the remains of a 1,500-year-old Byzantine church in the northern Israeli city.
The Lebanese and Israeli ambassadors to the United States are due to meet in Washington on Tuesday for discussions on the possibility of direct negotiations between the two countries. Hezbollah leader Naim Qassem called on Lebanon to cancel the meeting, accusing the Lebanese government on Monday of turning itself into “a tool for Israel.”
Israel’s former national security adviser Meir Ben-Shabbat warned that expectations for the talks should be limited, arguing that “security without an agreement is preferable to an agreement without security.” Ben-Shabbat, who now heads the Misgav Institute for National Security, warned that the Lebanese government is not capable of removing the threat posed by Hezbollah and would also be unable to grant Israel the operational freedom it would need to act independently.
“The outcome of the negotiations may result either [in] an agreement lacking adequate security arrangements, or a crisis in which Israel is portrayed as refusing the demands of the Lebanese government,” he cautioned, adding that Israel should avoid making any security concessions before or during the talks.
The Israeli military said it had killed 250 Hezbollah operatives in a major operation in southern Lebanon in recent days, including more than 100 in the Bint Jbeil area alone, most of them in close-quarters combat. The Israel Defense Forces (IDF) said the battle for the southern Lebanese city, long considered a Hezbollah stronghold, was nearing its final stages. It added that some of the terrorists may have been preparing for an incursion into Israeli territory.
The IDF says the fighting has again exposed what it describes as Hezbollah’s entrenched use of civilian sites for military activity. According to the military, weapons are stored beneath homes and launchers are brought out into courtyards to fire toward Israel and then moved back inside. Israeli forces say they are working to identify those sites, destroy the weapons, and kill the operatives using them amid continuing clashes on the ground.
Bint Jbeil carries particular symbolic weight in the conflict. After Israel withdrew from southern Lebanon in May 2000, then-Hezbollah chief Hassan Nasrallah delivered a triumphal address at the city’s soccer stadium, using it as a stage to cast Israel as fragile and beatable.
“Israel has nuclear weapons and the most powerful air force in the region, but in truth, it is weaker than a spider web,” Nasrallah said at the time.
Brigadier General Guy Levy, commander of Division 98, addressed troops from the ruins of that same stadium, which was hit in the latest round of fighting: “In Bint Jbeil in 2000, someone made a speech here and bragged about spider webs. Today, that man does not exist, the stadium doesn’t either, and his words are worth nothing. Now our forces control the area, destroying terror infrastructure and dozens of terrorists.”
Writing on X, IDF Arabic-language spokesman Avichay Adraee said that “glory is not built with speeches, but with the impact of soldiers’ footsteps. Controlling the Bint Jbeil stadium is not merely a military achievement, but a dismantling of its arrogant symbolism.”