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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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Jewish Haverford students named a professor in their antisemitism lawsuit. Police say he responded by stalking one online.
A religion professor named by Jewish Haverford College students in a recently settled lawsuit against the school was arrested Tuesday after authorities say he used anonymous accounts to harass one of those students online.
According to an indictment unsealed in federal court Tuesday, Haverford professor Guangtian Ha used at least four burner accounts on X to send roughly 50 threatening messages to an unidentified male Jewish student between October 2025 and May 2026.
Ha is charged with one count of cyberstalking, a crime that carries a maximum penalty of five years in prison.
Federal authorities say Ha replied to one of the student’s posts with a picture of the student’s home mailbox and an emoji of a pair of eyes. After the student took security precautions in response to the messages, the professor allegedly commented on them and wrote, “The goyim have woken up, Jew. Run. Flee. Leave.”
Haverford College President Wendy Raymond informed students of the arrest in a letter published on the school website Tuesday, saying Ha had been placed on administrative leave and barred from campus while the case proceeds.
“I am deeply distressed by these allegations and want to state in the plainest of terms that any form of harassment or discrimination based on identity is unacceptable, antithetical to our values, and has no place at Haverford,” Raymond wrote.
Ha, who was on sabbatical this semester, could not be reached for comment. Federal court filings do not identify any legal representation for the defendant.
The arrest comes two months after the liberal arts college, which is located just outside of Philadelphia, settled an antisemitism lawsuit filed by Jewish students.
In that lawsuit, filed in 2024, those students had listed a number of Haverford professors who they said contributed to an antisemitic environment. One of them was Ha, a member of Faculty for Justice in Palestine, who had tweeted from his public account that “the only way to deal with Zionists is to stop talking to them and refuse to let them waste your time.”
He later tweeted — still from his public account — that he knew who at Haverford had been “silent on this genocide or even tacitly support it,” saying, “I will never forgive them. I know their names and I know their faces. Never forgive. No reconciliation.”
The messages Ha allegedly sent from his anonymous accounts were even more threatening. According to the indictment, one read, “Jew, get the f— out of my country.”
Another message allegedly read, “If Jews are so special then they should be placed in special camps and receive special treatments.”
According to an amended civil complaint filed in January 2025, the school took no public action against Ha, who taught courses on Islam and religion in China.
In the settlement, the college’s leaders agreed that Haverford’s policy would bar discrimination specifically against students and employees with Zionist views, as well as those who are Jewish or Israeli, according to Higher Ed Dive.
In addition to his alleged online activity, Ha had co-written an opinion column in the Haverford Clerk, the campus newspaper, in which he downplayed student concerns about antisemitism as “Zionist witch hunts” — arguing instead that pro-Palestinian students faced the brunt of campus discrimination.
“A truly inclusive learning community would necessitate our administration taking a clear and careful stance against this sort of hatred,” he wrote.
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‘He has repeatedly capitulated to Zionist pressure’: Leftist groups to protest Mamdani on Oct. 7
A raft of pro-Palestinian and democratic socialist groups will protest against New York City Mayor Zohran Mamdani on the three-year anniversary of the Oct. 7 attacks, accusing the mayor of capitulating to pro-Israel pressure since taking office.
More than 20 local organizations, most of them college chapters of Students for Justice in Palestine or Young Democratic Socialists of America, are participating in the event, which will culminate with a rally at City Hall. (Young Democratic Socialists America is the student offshoot of the DSA.)
The groups’ complaints against the mayor include his allowing a law to take effect that allows NYPD to implement security perimeters at places of worship and launching a plan to combat antisemitism that includes funding for Jewish community groups that do not disavow Israel.
“Zohran Mamdani campaigned on promises to the Palestine movement,” the groups said in a caption alongside a poster for the event. “He has betrayed his own alleged values, failing to make those promises a reality. Instead, he has repeatedly capitulated to Zionist pressure.”
The protest comes even as Mamdani, who drew on the support of local progressive groups in his run for office, continues to hammer the Israeli government and Prime Minister Benjamin Netanyahu from City Hall. But the protest — which appears to have split the city’s DSA movement — revealed growing discontent from the far-left with how Mamdani has governed.
It also underscored how uncompromising the left flank of the democratic socialists can be on matters related to Israel.
Why leftist groups are protesting Mamdani
Mamdani rode into office last November on a swell of pro-Palestinian support and democratic socialist organizing power. He rejected many of the pro-Israel norms of New York City campaign trail, including by promising to arrest Netanyahu if he ever visited New York and calling the war in Gaza a genocide.
Since taking office, Mamdani has revoked an anti-BDS executive order signed by his predecessor, Eric Adams, and the city’s previously accepted definition of antisemitism from the International Holocaust Remembrance Alliance. Mamdani also publicly defended pro-Palestinian student protesters detained by U.S. Immigration and Customs Enforcement and opposed the West Bank land sales at local synagogues.
And even in a public appearance conceding he did not have the authority to arrest Netanyahu, Mamdani reiterated his stance that the Israeli premier is a war criminal.
Still, he has tried to court Jewish groups by pledging to address antisemitism through his new multimillion dollar strategy that allocates $6.4 million to community organizations. He has also visited with Jews in all five boroughs to build community relations.
Their criticism of Mamdani for the security perimeter bill reflected disappointment in the mayor for something he couldn’t do much about. The bill, Int. No. 1-B, passed in March with a supermajority, meaning he was unable to veto it. Rather than sign it into law, Mamdani did not take action on it and it became law after 30 days. (He vetoed a separate bill creating a protest buffer zone for schools that had passed with a simple majority.)
The protesting groups argue the bill criminalizes protests against synagogues that host “illegal land sales” of property in the West Bank. Additionally, the chapters take issue with Mamdani’s antisemitism strategy providing security infrastructure to “Zionist synagogues” that hold these sales. The bill provides the same security to all synagogues regardless of their affiliation with Israel.
The online poster for the event states in its caption that Mamdani’s Strategy to Combat Antisemitism provides “funding for Zionist propagandist groups” such as the Jewish Community Relations Council of New York. The council works in partnership with the UJA-Federation of New York to fight against antisemitism and foster support for Israel, including sponsoring tours to the country. Under a Mamdani-created program, JCRC will work with grassroots groups on programs that include education, victim support, data collection and combating online hate.
The mayor’s office declined the Forward’s request for comment. The organizations involved did not immediately respond to inquiries, except for Lehman College Young Democratic Socialists of America which declined.
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Israelis don’t lose sleep over Mamdani. Why is Netanyahu focused on him?
(JTA) — Benjamin Netanyahu’s speech at the United Nations General Assembly this year came at a critical time for Israel. Talks were underway to resolve the conflicts in Gaza, Lebanon and Syria, and Israel was awaiting the outcome of the on-again, off-again U.S.-Iran ceasefire negotiations. The country had also just been sanctioned by 12 countries, led by Britain, over its West Bank policies.
Yet it was Zohran Mamdani, the New York mayor who has virtually no say in international relations, who drew the Israeli prime minister’s fiercest, most lengthy criticism. Mamdani, Netanyahu charged, was an antisemite, a “buddy” of Hamas, the husband of a supporter of the Oct. 7 massacre and the friend of a 9/11 enthusiast.
The U.N. address wasn’t the only time in the weeks leading up to Israel’s Oct. 27 election that Netanyahu focused his sights on Mamdani in an unusual forum. In August, Netanyahu’s Likud party launched an election billboard campaign showing Mamdani alongside Turkish President Recep Tayyip Erdogan, Iran’s Supreme Leader Mojtaba Khamenei, and Hezbollah Secretary-General Naim Qassem, with the slogan, “They want Netanyahu to lose, don’t let them win.”
In the weeks leading up to his visit to U.N. headquarters in New York, the prime minister and Mamdani went at each other on social media, with Mamdani calling for Netanyahu’s arrest in New York (while acknowledging he had no power to order it), and the prime minister accusing the mayor of antisemitism and support of Hamas.
Netanyahu is making the New York mayor a central bogeyman this election season – is it working?
It’s true that Mamdani, who is Muslim, is unpopular across most of the Jewish political spectrum in Israel. During his election campaign and since taking office, Mamdani has constantly accused Israel of genocide and ethnic cleansing, charges most Jewish Israelis and politicians from both coalition and opposition parties reject.
But it is unlikely that the average Israeli would base his or her vote on a candidate’s attitude towards the mayor of New York. After all, Israelis have many other issues on their plate that are closer to home, such as the state of national security, accountability for the failures that allowed Hamas to carry out its deadly raids inside Israel on Oct. 7 and the exemption of ultra-Orthodox Israelis from IDF service.
Still, Netanyahu aide Caroline Glick, the prime minister’s international affairs adviser, said in an interview it was “obvious” and “self-explaining” that the prime minister would push back against a person who has been “spewing antisemitism.”
Glick repeated Netanyahu’s claim in his speech that New York Jews felt unsafe as a result of Mamdani’s rhetoric and policies. She said Mamdani “got what he ordered up” in the premier’s U.N. address. (Mamdani pushed back sharply on what he called Netanyahu’s “baseless lies” in the speech.)
Danny Danon, Israel’s ambassador to the United Nations, said Mamdani started it. Mamdani “began a smear campaign already in July,” Danon said, referring to the video in which Mamdani called on the federal government to arrest Netanyahu, and the beefs on social media since then. Mamdani “fuels the fire and incites, and our approach is not to keep quiet versus inciters,” Danon wrote to the Jewish Telegraphic Agency in response to a query.
There are plenty of other targets that Netanyahu can attack to bolster his reputation as a fighter. He took aim in his U.N. speech at the “moral cowards” who left the hall when he rose to speak, the Syrian president Ahmed al-Sharaa, French President Emmanuel Macron, Turkish President Erdogan, Qatar, and the protestors outside the U.N. building.
So why did Mamdani consume so much oxygen?
Guy Levy, a spokesperson for Netanyahu’s Likud party, explained that Mamdani is not just a personal adversary but an emblem of a larger struggle. “Mamdani is a symbol of the rise in the West of the connection between the radical Left and Islamists and antisemites,” he told JTA.
That connects with a larger theme in Netanyahu’s campaign: arguing that a governing coalition without him would be dependent on a majority-Arab party and on the left-wing Democrats to get enough seats to form a majority. As such, he contends, they would be unable or unwilling to safeguard Israeli security interests.
The campaign’s most recent slogan is, “It’s either the Right or Palestine” (the two words rhyme in Hebrew), indicating that a rival government would agree to Palestinian statehood, which many Israelis view as a danger. Mamdani, according to Levy, is part of the same left-wing/Arab camp; attacking Mamdani is therefore an attack against Netanyahu’s political rivals. (Mamdani appears to favor a one-state solution – as do many on Israel’s right, although envisioning a very different type of single state.)
Dahlia Scheindlin, a veteran Israeli-American pollster and senior political analyst for the left-wing Haaretz newspaper and a staunch Netanyahu critic, speculated that the decision to go after Mamdani may not have represented a premeditated strategy but rather a “scattershot” approach born out of the prime minister’s poor performance in polls.
“First of all, not much has helped Netanyahu electorally,” Scheindlin said in a phone interview with JTA. “His party is stuck in the polls. It hasn’t changed in a very long time.” She noted that the Likud is currently polling at around 20 to 22 seats or even lower and that the bloc of parties loyal to him for forming a coalition hovers at about 50 to 52 seats – far short of the 61 needed to be in the majority.
Netanyahu has been pushing two major themes in his election campaign, according to Scheindlin: a “positive” theme, stressing his government’s successes against Hamas, Hezbollah and Iran; and a “negative” theme against likely Arab participation in a rival government led by Yashar party head Gadi Eisenkot, who is polling best right now.
The attacks against Mamdani fit into the negative frame, Scheindlin argued.
“The one about Mamdani plays into the theme that the whole world is against us, the world is being taken over by Muslims,” Scheindlin said. “These are openly racialized and racist themes against an Arab party and the Israeli government, against Muslims and anywhere else in the world.”
She added that Netanyahu and his government have been claiming that “any criticism coming from Europe of Israel is all because Europe has been taken over by Muslims,” and the New York focus now only expands that message in arguing that radical Islam has taken over the world.
During this government’s tenure, Israel’s standing in both Europe and the U.S. has plummeted, with many European countries imposing sanctions, arms sales blocks and harsh criticism of Israel’s actions in the West Bank and Gaza. Now Netanyahu “is going to be the defender by attacking people like Mamdani rhetorically and politically,” she said.
Scheindlin said she did not believe that Mamdani’s presence in the Likud’s election campaign would sway any voters. “The Mamdani sign came and went. I would doubt if most Israelis even remember it right now,” she said. And while the attacks against Mamdani generally “played into his message,” the bottom line is that Netanyahu is “trying everything” at this point in the campaign.
Yaakov Katz, the former editor in chief of The Jerusalem Post, viewed the speech less as a desperate play and more as a natural part of Netanyahu’s election campaign. In an interview with CBS, Katz said that the speech’s idea was for Israelis to think that “The world is against us no matter what, but thank God we have a leader, in this case, Netanyahu, who can stand up to everyone and stick it to them.” Katz added that “this could bring him some votes, or at the very least consolidate the base.”
Calling Mamdani an antisemite and blaming him for Jews feeling unsafe in New York “plays out well,” Katz said to CBS, “because Israelis look at people like Mamdani and they don’t see much of a difference, whether it’s Mamdani or it’s President Erdogan of Turkey, or it’s some other tent encampment or protest on the streets of Sydney or Paris or London. It’s one and the same.”
With the U.N. speech behind him and more pressing issues to address, including new revelations about warnings Netanyahu received prior to Oct. 7 and the flydubai attack last week, the Mamdani-Netanyahu fight has receded into the rear-view mirror. But if Netanyahu is reelected or if he stays on as caretaker prime minister, the issue will likely resurface.
Mamdani focuses on Netanyahu now, but he has made clear over his career that his problem is generally with Israel, whichever government is leading it. Even if a new administration takes over in Jerusalem, it may find itself at odds with the mayor of New York – and with the growing movement of young democratic socialists that he represents.
This article originally appeared on JTA.org.
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