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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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War with Iran puts the US-Israel alliance at grave risk
The Iran war is strategically sound yet politically unsupported — an unstable foundation for a gamble that could reshape the Middle East. That creates danger for Israel, which needs the support of an American public that is rapidly drifting away.
For decades, the country’s greatest strategic asset has not been its military technology or intelligence capabilities — spectacular as these are — but rather the political, diplomatic and military backing of the United States. That relationship has not been merely transactional. It was supposed to rest on shared values and deep public support across the American political spectrum.
If that support erodes or disappears, Israel’s strategic environment will fundamentally change. To be blunt: it will not be able to arm its military. This creates a paradox. A campaign that has so far demonstrated extraordinary value for the Jewish state also stands a risk of fundamentally weakening it.
An alliance at its strongest
The conflict has showcased the depth of the current U.S.–Israel alliance. To many observers, and critically to Israel’s enemies, the operation has underscored not only Israel’s capabilities but also the reality that it stands alongside the world’s most powerful state.
The strikes have projected deep into Iranian territory, revealed astonishing intelligence penetration, and destroyed or degraded key threats. Israel’s enemies across the region have already been weakened by previous rounds of fighting since Oct. 7, and the current operation has reinforced the impression that Israel can reach its adversaries wherever they operate.
Moreover, Iran’s regime has managed to isolate itself to the point where most Arab countries are in effect on the side of Israel and the U.S. That projection — of an unbreakable and strong alliance – may ultimately be the most important strategic element of this war.
But therein lies the rub.
The political foundations of American support for Israel are eroding, which means the very element that currently strengthens Israel’s deterrence — American participation — may also be the one most at risk.
A just war, unjustified
Americans do not understand why their country is at war.
A Reuters/Ipsos survey conducted at the start of the conflict found only 27% of Americans supported the U.S. action, while 43% opposed it. Other surveys show similar results, with roughly six in ten Americans against the military intervention.
In modern American history that is highly unusual. Most wars begin with a “rally around the flag” moment when public support surges. Even conflicts that later became controversial — from Afghanistan to Iraq — initially enjoyed majority backing.
This one did not — in part because the case for it has not been made clearly to the public.
That error is compounded by years of polarization in American politics; declining trust in institutions and leadership; and the record of President Donald Trump, who has spent years spreading conspiracy theories and demonstrating a remarkable indifference to factual truth. It is no exaggeration to say that many Americans do not believe a word he says – which is perhaps unprecedented.
When a president with that record launches a war, at least half the country assumes the worst. Even if the strategic logic is sound, the credibility deficit remains.
The tragedy is that the war is, in fact, eminently justifiable. The Islamic Republic has long since forfeited the moral legitimacy that normally shields states from outside force. It brutally suppresses its own population, jailing and killing protesters, policing women’s bodies, and crushing dissent with an apparatus of repression. Its foreign policy is not defensive but revolutionary. Through proxy militias it has destabilized Iraq, Syria, Lebanon and Yemen, as well as the Palestinian areas, in some cases for decades.
The regime has pursued nuclear weapons through a series of transparent machinations, deceptions and brinkmanship. Negotiations have repeatedly been used as delaying tactics while enrichment continued. Any deal that relieved sanctions would not simply reduce tensions; it would also inject new resources into a system dedicated both to repression at home and aggression abroad — one that is despised by the vast majority of its own people, as murderous dictatorships inevitably will be.
There is a doctrine in international law known as the Responsibility to Protect — the principle that when a state systematically brutalizes its own population, the international community may have the right, even the obligation, to act. By that standard, the Iranian regime has been skating on thin ice for years.
But with this clear rationale left uncommunicated, the politically dangerous perception has spread that the U.S. was reacting to Israel rather than acting on its own strategic judgment.
A perilous future
If Americans come to believe that Israel caused a costly war that they did not support in the first place, the backlash could be severe.
For centuries, one of the most persistent antisemitic tropes has been the accusation that Jews manipulate powerful states into fighting wars on their behalf. The suggestion that Israel can pull the U.S. into conflict feeds directly into that mythology. Once such perceptions take hold, they can be extremely difficult to reverse.
Even people who reject antisemitism outright can absorb a softer version of the same idea: that American interests are being subordinated to Israeli ones. In a political environment already marked by growing skepticism toward Israel, that perception risks deepening the erosion of support that has been underway for years.
Secretary of State Marco Rubio seemed to inadvertently feed such notions by suggesting in recent days that the U.S. had to attack Iran because Israel was going to do so “anyway,” and then America would have been a target. It was a short path from that to conspiracy theorists like Tucker Carlson blaming Chabad for the war.
A future Democratic president, facing a base that appears to have abandoned Israel, may feel far less obligation to defend it diplomatically or militarily. Even a Republican successor could prove unreliable if the party continues its drift toward isolationism.
That likelihood is compounded by studies showing that a large part of the U.S. Jewish community itself no longer backs Zionism. That process is driven by Israel’s own policies, including the West Bank occupation and the deadly brutality of the war in Gaza.
So the very war that is showcasing the best the U.S.-Israel alliance has to offer is also at risk of fundamentally damaging that partnership. Particularly if Prime Minister Benjamin Netanyahu — the rightful object of much American ire — manipulates the Iran campaign into an electoral victory this year, the alliance’s greatest success could also be its undoing.
The post War with Iran puts the US-Israel alliance at grave risk appeared first on The Forward.
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Report: Iran’s New Military Plan Is Regime Survival Through Regional Escalation
Members of the Islamic Revolutionary Guard Corps (IRGC) attend an IRGC ground forces military drill in the Aras area, East Azerbaijan province, Iran, Oct. 17, 2022. Photo: IRGC/WANA (West Asia News Agency)/Handout via REUTERS
i24 News – After last year’s devastating conflict with the United States and Israel, Iranian leaders have reportedly adopted a major strategic shift aimed at expanding the war across the Middle East to secure the regime’s survival, according to the Wall Street Journal.
Previously, Iran responded to foreign strikes with limited, targeted reprisals. The new doctrine abandons that approach, aiming instead to escalate the conflict regionally, particularly against Gulf Arab states and critical economic infrastructure. The goal is to disrupt the global economy and pressure Washington into shortening the war.
This decision followed the twelve-day war with Israel in June 2025, during which Israeli and US strikes eliminated senior Iranian military leaders, destroyed key air defense systems, and severely damaged nuclear facilities. In response, Supreme Leader Ali Khamenei—before his elimination early in the current conflict—activated a strategy designed to maintain continuity even if top commanders were neutralized.
Central to this approach is the so-called “mosaic defense” doctrine: a decentralized military structure in which the Islamic Revolutionary Guard Corps (IRGC) operates through multiple regional command centers. Each center can conduct operations independently, allowing local commanders to continue fighting even if national leadership is incapacitated. This makes the military apparatus more resilient to targeted strikes.
Analysts cited by the Wall Street Journal suggest that Tehran’s calculation is to make the conflict costly enough for all parties to force the US and its allies into a diplomatic resolution.
However, the plan carries enormous risks. By escalating attacks on regional states and international economic interests, Iran could provoke a broader coalition against itself. Despite prior military losses, Iranian forces retain the capability to launch drone and missile strikes, maintaining their influence over the ongoing conflict.
For Iranian leaders, the immediate priority remains unchanged: the survival of the regime, even if it requires a major regional escalation.
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Katz Warns Lebanon to Disarm Hezbollah or ‘Pay a Heavy Price’
Israel’s Defense Minister Israel Katz and his Greek counterpart Nikos Dendias make statements to the press, at the Ministry of Defense in Athens Greece, Jan. 20, 2026. Photo: REUTERS/Louisa Gouliamaki
i24 News – Israeli Defense Minister Israel Katz on Saturday warned Lebanon’s leadership that it must act to disarm Hezbollah and enforce existing agreements, cautioning that failure to do so could lead to severe consequences for the Lebanese state.
Speaking after a high-level security assessment with senior military officials, Katz directed a message to Lebanese President Joseph Aoun, saying Beirut had committed to enforcing an agreement requiring Hezbollah’s disarmament but had failed to follow through.
“You pledged to uphold the agreement and disarm Hezbollah — and this is not happening,” Katz said. “Act and enforce it before we do even more.”
The meeting took place in Israel’s military command center and included Chief of Staff Lt. Gen. Eyal Zamir and other senior defense officials, as Israel continues operations on multiple fronts.
Katz emphasized that Israel would not tolerate attacks on its communities or soldiers from Lebanese territory.
“We will not allow harm to our communities or to our soldiers,” he said. “If the choice is between protecting our citizens and soldiers or protecting the State of Lebanon, we will choose our citizens and soldiers — and the Lebanese government and Lebanon will pay a very heavy price.”
The defense minister also referenced Hezbollah’s leadership, warning that the group’s current chief could lead Lebanon into further destruction.
“If Hassan Nasrallah destroyed Lebanon, then Naim Qassem will destroy it as well,” Katz said.
Katz stressed that Israel has no territorial ambitions in Lebanon but said it would not accept a return to the years in which Hezbollah launched repeated attacks on Israel from Lebanese territory.
“We have no territorial claims against Lebanon,” he said. “But we will not allow Lebanese territory to again become a platform for attacks against the State of Israel.”
He concluded with a warning to Lebanese authorities to take action against Hezbollah before Israel escalates its response.
“Do and act before we do even more,” Katz said.