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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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How a young woman smuggled weapons into the Warsaw Ghetto
This is a revised version of the original article in Yiddish which you can read here.
On Both Sides of the Wall
Vladka Meed and Steven D. Meed
Citadel Press, 448 pages, $29.00.
“But surely by this morning we will learn something.” It was a sentiment that was going around the Warsaw Ghetto, overheard among the groups of Jews huddled on street corners. On occasion someone would muster up some hopeful words: “Jews, have no fear! You will all see. With God’s help, once more we shall survive the evil decree!” It was July 22, 1942: the first day of the Great Deportation. Any optimism was unfounded: On that day, the Germans led roughly 250,000 Jews to the death camps.
Thus begins the opening scene of On Both Sides of the Wall, Vladka Meed’s memoir of her life in Warsaw during World War II. Her story originally appeared in installments in the Forward shortly after her arrival in America, in 1946, under her real name, Feygele Peytel Miedzyrecki. A book-length edition was published by the educational committee of the Workers Circle in 1948.
In 1977, an English translation came out, with an introduction by Elie Wiesel. Now Meed’s memoir is available in an expanded edition, complete with an introduction from the historian Samuel Kassow and a foreword by the translator, Steven (Shloyme) Meed, Vladka’s son.
Vladka Meed takes the reader into the heart of the Warsaw Ghetto, with its charged atmosphere of hope, terror and despair. She summons the cacophony of those last ten, tragic months of the Ghetto; we hear the voices of Jews, Germans and their Ukrainian accomplices.
Fortunately, Vladka managed to avoid the daily aktsyes (deportation campaigns) when the mundir forces (“Jewish police,” in the ghetto vernacular) would capture Jews for deportation. Vladka soon found herself alone: “My mother, brother, and sister have all been taken from me to some unimaginable fate,” she writes. Vladka was lucky to find a job in one of the workshops that served the Germans.
Following the second selektsye (separation of fit and unfit Jewish laborers) in September 1942, the Jews that remained in the ghetto began preparing for an uprising. Vladka remembers their calls: “If we are to die, anyway, let us die with dignity!” “The enemy must pay a heavy price for our lives!”
As a young girl, Vladka was active in the Jewish Labor Bund, an affiliation that helped keep her alive during the Holocaust. She spoke Polish well without a trace of a Yiddish accent, and had “good Aryan looks.” The leadership of the ghetto’s Bundist underground suggested that she become a courier between the ghetto and the Aryan side. That’s how the young Jewish girl, Feygele Peltel, was transformed into a Polish woman by the name of Wladislawa Kowalska, or simply — Vladka.
Step by step, she integrated into “normal life” among Christian Poles. At first she had high hopes. “I had expected to encounter a strong interest among our Polish neighbors about life within the ghetto,” she writes. But she soon realized that her neighbors preferred very much not to know what was happening on the other side of the ghetto wall.
Vladka and her comrades on the Aryan side were charged with obtaining weapons for the ghetto. But their relations with members of the Polish underground army were poor, and little came of their interactions: “As we travel about the city, trying and failing to get arms…we beg them: ‘Help us to obtain weapons. We are willing to pay well for them!’”
Most of their requests fell on deaf ears. Often they’d hand over payment and receive nothing in return — or worse, their Polish contacts would betray them to the Germans. Even when the Jewish ghetto fighters managed to get their hands on a revolver, another challenge remained: smuggling it into the ghetto.
The book is a gripping read. Vladka Meed is a skillful narrator, and she gives a detailed accounting of her dangerous missions. Any day could have been her last: she never knew if she’d live to see the evening. Vladka had many more failures than successes, and in many cases she was saved by a fateful coincidence.
Kassow’s introduction describes the greater historical context of that period, while Steven Meed provides personal details about his mother’s life before the Holocaust, based on her interviews in the American press.
In his translation, Meed includes bracketed phrases that provide brief, helpful contextual notes. He has also chosen to preserve Yiddish words from the so-called “ghetto language”, like aktsye (action), mundirn (police forces), and blokade (blockade). The choice to keep such vocabulary gives the text an authentic feel, even as Meed’s strategy occasionally raises questions. Why, for example, did he ‘translate’ the word kristin (Christian woman) in the Yiddish as “shikse” (an often pejorative term for a gentile girl) in the English? In general, his translations in the book occasionally veer far from the original.
In the United States, Vladka Meed dedicated her life to Holocaust education. This newest edition of her book carries this mission forward, and constitutes a significant addition to the ever-growing library of documents and research on the Warsaw Ghetto.
Unfortunately, the history of Jewish resistance to German occupation still hasn’t been properly integrated into American Holocaust education, even in Jewish day schools. At the University of Michigan, when I discuss the Warsaw Ghetto uprising with students in my course on the history of the Jews in Eastern Europe, I often get this response: “Why didn’t anyone tell us about this in our Holocaust education classes? It’s so important!”
To this day we often view the history of the Holocaust with a focus on mass murder. Vladka Meed’s book, writes Kassow, “demonstrates [that] this battle to stay alive, against all odds, refuted the oft-made claim that Jews went passively to their deaths.”
The post How a young woman smuggled weapons into the Warsaw Ghetto appeared first on The Forward.
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US Senate Vote to Block Arms Sales to Israel Fails — but Raises Questions About Future Democratic Support
US Sen. Bernie Sanders (I-VT) speaks to the media following a meeting with US President Joe Biden at the White House in Washington, US, July 17, 2023. Photo: REUTERS/Evelyn Hockstein
A failed Senate vote to block US arms sales to Israel has further exposed a deepening divide within the Democratic Party, one increasingly defined by younger voters and liberals whose views on Israel are shifting rapidly.
The Senate on Wednesday rejected two resolutions led by Sen. Bernie Sanders (I-VT) that would have halted roughly $450 million in weapons transfers to Israel, including bombs and bulldozers. The measures failed, ensuring the sales will move forward. But the margin, and who supported the effort, marked a significant political inflection point.
Of the 47 Senate Democrats, 40 voted in favor of blocking sales of bulldozers and 36 voted in favor of blocking transfers of so-called “dumb” bombs. The failed vote represents the largest show of opposition to military aid for Israel within the party in recent memory. While previous efforts spearheaded by Sanders drew support from a smaller bloc, this vote saw roughly 80 percent of Senate Democrats vote against transferring aid to the Jewish state, signaling a seismic shift in the dynamic between the Democratic Party and Israel.
Further, many traditionally stalwart supporters of Israel, such as Democratic Sens. Elissa Slotkin (MI) and Cory Booker (NJ), voted in favor of Sanders’s resolution, signaling that anti-Israel sentiment has migrated from the far-left fringes of the party into the mainstream.
That change is closely tied to evolving public opinion, especially among younger Americans.
Recent polling, including newly released data from the Yale Youth Poll, shows that younger voters are far more critical of Israel than older generations. Large shares of voters under 30 now support restricting or even ending US military aid, a position that departs sharply from the long-standing bipartisan consensus in Washington. Polls show that a supermajority of Democrats believe that Israel has committed a so-called “genocide” in Gaza, an assertion which lacks little evidence and has been boosted by foreign entities tied to Iran.
Data also suggests that increased social media consumption aligns with more skeptical attitudes toward foreign policy regarding Israel. Those who receive their news from social media, especially youth-centric platforms such as TikTok and Instagram, are far more likely to exhibit anti-Israel animus than those who consume traditional broadcast news media.
The Senate vote reflects the increasing pressure of Democratic lawmakers to stake an aggressive stance against Israel. Several lawmakers who backed the resolutions argued that continued arms transfers should be reconsidered amid the expanding regional conflict involving Iran and mounting humanitarian concerns. They argued that the Trump White House has not sought out appropriate congressional approval for the ongoing war in Iran. Many also criticized Israeli Prime Minister Benjamin Netanyahu’s conduct, suggesting that he has escalated hostilities in the region rather than acted in self-defense from existential threats. These same voices expressed dismay at civilian casualties in Iran, Lebanon, and Gaza.
The lawmakers largely framed their votes not as opposition to Israel’s existence, but as a challenge to current policies and the use of US-supplied weapons.
Opponents, including most Republicans, maintained that US military support remains essential to Israel’s security, particularly as tensions with Iran escalate. They warned that blocking arms sales could weaken a key ally in a volatile region.
The Republican Jewish Coalition (RJC), an organization dedicated to increasing support for the GOP among Jews, framed the vote as reflective of a broader anti-Israel sentiment within the Democratic Party.
“There is only ONE pro-Israel party, and it is the Republican Party,” RJC wrote on X.
Meanwhile, Jeremy Ben-Ami, president of the group J Street, endorsed the vote as an “encouraging” sign of progress.
“It’s encouraging to see a growing number of senators recognize that unconditional US military support for Israel is no longer tenable in light of the Netanyahu government’s policies. The work now is to translate that shift into action: alleviating the humanitarian crisis in Gaza, stopping violence on the West Bank and pursuing paths to end the ongoing fighting across the region,” Ben-Ami wrote.
A self-proclaimed “pro-peace, pro-Israel” lobbying organization, J Street has come under fire for allegedly not doing enough to combat antisemitism or anti-Israel narratives within liberal political circles.
Rep. Jared Moskowitz (D-FL), one of the most strident defenders of Israel in Congress, criticized his party’s turn against Israel, saying in a new CNN interview that they have “boxed themselves in” by supporting Sanders’s resolution. He dismissed the notion that Democrats would become more likely to support Israel with a change in Israeli leadership.
“When Netanyahu goes, and you’re now on record with this, you’re going to revert back and say that now that he’s gone, I can now start sending offensive weapons?” Moskowitz pondered.
Despite the failure of the resolutions, the size of the Democratic vote in favor underscores how quickly the political landscape is changing ahead of the 2028 presidential election.
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Duke University Suspends Students for Justice in Palestine Over Antisemitic Political Cartoon
Aerial view of Duke University on Jan. 6, 2026. Photo: ZUMA Press Wire via Reuters Connect
Duke University has suspended its Students for Justice in Palestine (SJP) chapter and impounded its money for posting an antisemitic political cartoon on social media, The Duke Chronicle reported on Tuesday.
According to the student paper, the illustration depicts a pig labeled “Zionism” hoisting a Star of David as its arm interlocks with another pig, labeled “US Imperialism,” hoisting the Torch of Liberty. The image was created in 1970 by political cartoonist Emory Douglas, a Black Panther party official who harbored hostility toward the US and Israel.
The Chronicle said the image elicited no fewer than 10 formal complaints from Jewish students for showing a blatant antisemitic trope. Historically, depicting Jews as pigs has been done to reduce them to the status of animals and mock the fact that dietary restrictions forbid Jews to eat pork. The Nazis notoriously did so, but the practice reaches back further into history, when medieval Germans proliferated the Judensau drawings which portrayed Jews drinking pig’s milk and excrement.
In a statement to the Chronicle, SJP denied that it intended to endorse the cartoon’s antisemitic messaging, saying it “was never intended to be antisemitic” and that anti-Zionist activism is “not the same as targeting Jewish people.”
This was not the first time that the anti-Zionist group posted antisemitic imagery. In 2024, the Harvard chapter of its faculty spinoff, Faculty and Staff for Justice in Palestine (FJSP), posted a political cartoon of a Jew lynching an African American and an Arab. In the illustration, a left-hand tattooed with a Star of David and containing a dollar sign at its center dangles a Black man and an Arab man from a noose. In its posterior, an arm belonging to an unknown person of color wields a machete that says, “Liberation Movement.”
Such activity is an integral part of the playbook of anti-Zionist and antisemitic messaging on social media, scholars have found.
From 2013 to 2024, the Institute for the Study of Contemporary Antisemitism (ISCA) at Indiana University studied over 76,000 posts created by Students for Justice in Palestine and its affiliates, finding that over half, 54.9 percent, included only a single, evocative image.
“In contrast, Reels (5.3%) and Videos (4.9%) are used far less frequently,” the institute said in a report based on its research. “Based on these descriptions, we see a strong preference among campus-based anti-Israel groups for static visual formats, suggesting that this type of bimodal content represents the highest form of shareability within activists networks.”
To boost their audience and reach, pro-Hamas groups also post together in what ISCA described as “co-authored posts,” of which there were over 20,000 between 2013 and 2024. Their content set off strong emotions in the individual users exposed to them, inciting incidents of antisemitic discrimination, harassment, and violence. Such outrages, it added, increased in proportion to the concentration of anti-Israel groups on a single campus, evidence of “particularly strong” correlation.
ISCAP’s conclusions can be found in the real world, as SJP and its network of student groups have helped fuel a historic wave of antisemitic incidents on college campuses over the past two and a half years — from spitting on Jewish students at the University of California, Berkeley while calling them “Jew” to gang assaulting Jews at Columbia University’s Butler Library.
SJP has also expressed its hope of inciting insurrection in the US and amassing a jihadist army.
In 2024, the national SJP organization proclaimed on X that the anti-Zionist student movement is a weapon for destroying the US, saying that “divestment [from Israel] is not an incrementalist goal” but enacted with the later goal of initiating “the total collapse of the university structure and American empire itself.” On the same day the group issued the statement, Columbia University’s most strident SJP spinoff, created after SJP was suspended, was reported to have distributed literature which called for “popular support for the Palestinian war of national liberation, a war which is waged through armed struggle.”
Sections of the pamphlet were explicitly Islamist, invoking the name of “Allah, the most gracious” and referring to Hamas as the “Islamic Resistance Movement.” Proclaiming, “Glory to Gaza that gave hope to the oppressed, that humiliated the ‘invincible’ Zionist army,” it said its purpose is to build an army of Muslims worldwide.
“We call upon the masses of our Arab and Islamic nations, its scholars, men, institutions, and active forces to come out in roaring crowds tomorrow,” it added, referring to a previous event. “We also renew our invitation to the free people and those with living consciences around the world to continue and escalate their global public movement, rejecting the occupation’s crimes, in solidarity with our people and their just cause and legitimate struggle.”
Follow Dion J. Pierre @DionJPierre.