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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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Analysis: As Democrats unite behind Platner, Schumer’s future as leader faces tests
National Democrats on Thursday moved swiftly to unite behind Graham Platner — a progressive candidate whose past Nazi-linked tattoo and sharp criticism of Israel have alarmed some Jewish groups — after he became the presumptive nominee for Maine’s Senate seat.
The move made political sense. Platner, a Marine veteran and oyster farmer, had already been leading in polls against Gov. Janet Mills, who dropped out of the race on Thursday, citing fundraising struggles. Once Platner became the de facto Democratic nominee against incumbent Republican Sen.Susan Collins, party unity was all but automatic.
But that unity comes with serious risks.
Joel Rubin, a Democratic commentator and foreign policy expert, called Platner’s candidacy for a much-desired seat a “nightmare scenario” for the party.
“For Jewish Democrats, wanting to defeat Collins, to have a candidate who makes them very uncomfortable on Jewish issues could potentially dampen support for him,” Rubin said in an interview. “Typically, Jewish Democrats are the most enthusiastic of democratic constituencies for Democratic candidates.”
Senate Democratic leader Chuck Schumer, who had recruited Mills to run, is focused on winning back the majority, and Maine is a must-win in the pursuit to flip at least four Republican seats. “After years of allowing Trump’s abuses of power, Senator Collins has never been more vulnerable and we will work with the presumptive Democratic nominee Graham Platner to defeat her,” Schumer said in a joint statement with Sen. Kirsten Gillibrand of New York, who heads the Democratic campaign arm.
Schumer navigates new tensions
Schumer could play a pivotal role in mobilizing national donors, including Jewish donors, to support the Platner campaign.
Nonetheless, Schumer, who has seen his popularity decline since he supported a Republican spending bill to avert a shutdown last year, may be helping build a majority that won’t back him, as his longtime support for Israel increasingly becomes a liability in a party where many voters object to the United States providing funds to the Jewish state.
Platner has aligned himself with a new guard of candidates who could emerge from competitive primaries ready to challenge Democratic leadership — as well as the longstanding Democratic consensus in support of Israel.
Abdul El-Sayed, a U.S. Senate candidate from Michigan rising in the polls, and Zach Wahls, a progressive candidate from Iowa, have both said they oppose Schumer as leader.
These insurgents could also alienate moderate and pro-Israel Jewish voters in closely contested races in the fall. Figures like Platner and El-Sayed have adopted language and positions that would have been politically risky — if not disqualifying — in earlier cycles. Now, those stances are survivable.
And even if they win their races in the general election and Schumer stays on as leader, his role is getting harder to maintain as the party’s base has shifted, especially amid the wars in Gaza and Iran.
For years, Schumer has cast himself as an institutional anchor on issues important to the Jewish community, including support for Israel. In a speech for Jewish audiences, he bragged about preserving Democratic unity on Israel aid. In 2024, he told the Forward that “having a majority leader who’s committed to Israel is vital for Israel’s relationship with the U.S.”
But shifting dynamics suggest the balance may be slipping.
Earlier this month, 40 Senate Democrats voted to block $295 million for the transfer of bulldozers — used by the Israeli military to demolish homes in the West Bank and Gaza — and 36 of them also supported a measure to block the sale of 1,000-pound bombs to the Jewish state. Those counts shattered a previous high of 27 Democrats who backed a similar pair of resolutions last year.
Schumer was in the minority of his party on both votes.
If a future roster of Democratic senators includes more legislators elected on platforms critical of Israel and skeptical of party leadership, Schumer’s ability to manage internal divisions could be tested in ways it hasn’t been before. Schumer came under fire from progressives in February after telling a Jewish group that he will keep “fighting” for military assistance to Israel.
In a recent interview with Politico, Sanders asserted he has now become the leader for Senate Democrats on Israel policy. “I mean, we got 40 votes, and Schumer got seven,” he said. “We have more support for our position than Chuck has for his.”
What Jewish Democrats are watching
For many Jewish voters, Platner’s rise and the party’s embrace of him are another signal of changes many are finding hard to swallow.
Platner faced backlash last year after acknowledging that a black skull-and-crossbones tattoo on his chest resembled a Nazi symbol. He has since covered it up. In past Reddit posts, Platner made incendiary comments, including in defending a man with a Nazi SS lightning bolt tattoo who impersonated a federal officer at a Black Lives Matter protest in Las Vegas in 2020.
Last month, Platner accused Israel of committing genocide in Gaza and suggested the U.S. should cut off all aid to Israel.
Platner has done some outreach to the Jewish community across Maine. Recently, his campaign hosted a Passover Seder in Bath, Maine with some 50 community members, during which he discussed rising antisemitism. It was co-hosted with Steven Koltai, the state chair of the progressive Jewish political fundraising group J Street, who is a key Platner supporter.
For now, Democrats have little choice but to unite behind the presumptive nominee. But if candidates like Platner help deliver a majority, the real test will be holding it together.
The post Analysis: As Democrats unite behind Platner, Schumer’s future as leader faces tests appeared first on The Forward.
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Hamas Exploits Gaza Ceasefire to Tighten Civilian Control, Rebuild Military Power as Second Phase Talks Stall
Palestinians displaced during the two-year Israel-Hamas war shelter at a tent camp in Khan Younis in the southern Gaza Strip, Feb. 10, 2026. Photo: REUTERS/Ramadan Abed
As the second phase of the Gaza ceasefire agreement remains stalled, Israeli officials warn that the Palestinian terrorist group Hamas is quietly exploiting the pause in fighting to tighten its control over civilian life while simultaneously rebuilding its military capabilities behind the scenes.
Under the leadership of military wing commander and de facto Gaza ruler Izz ad-Din al-Haddad, Hamas is reinforcing its authority across the enclave, further undermining already fragile efforts to advance the truce.
Al-Haddad is said to be operating three parallel systems intended to secure the terrorist group’s survival and restore its military capabilities, according to a report by the Israeli news outlet Walla, which cited security sources.
The first line of effort seems to focus on reestablishing Hamas’s civilian governance and restoring its authority across the war-torn enclave, with its presence still visibly entrenched through checkpoints, strict regulation of goods, and the takeover of key civilian institutions, including hospitals.
Under the ceasefire, the Israeli military currently controls 53 percent of Gaza, while Hamas remains entrenched in the nearly half of Gazan territory it still controls, where the vast majority of the population lives.
The Palestinian terrorist group has also been reactivating internal security mechanisms to enforce day-to-day order while carrying out extensive intelligence operations aimed at identifying alleged collaborators with Israel and any opposition.
Hamas’s second line of effort has been focused on a violent internal campaign against armed militias and local gangs, particularly in southern Gaza, as the group seeks to reassert control and shore up its weakened position by targeting Palestinians it labels as “lawbreakers and collaborators with Israel.”
With its security control tightening, Hamas’s brutal crackdown has escalated, sparking widespread clashes and violence as the group seeks to seize weapons and eliminate any opposition.
A third line of effort reportedly centers on rebuilding military capabilities, including recruiting new operatives, conducting training both in the field and at command sites, restoring intelligence and surveillance systems, and rebuilding underground infrastructure and weapons stockpiles.
Israeli officials estimate that Hamas’s military wing, the al-Qassam Brigades, is rebuilding its forces, with its ranks now totaling roughly 27,000 members.
Despite Israeli intelligence assessments that Hamas’s smuggling capabilities have been significantly degraded, the group is reportedly seeking to rebuild its arsenal through local means by recovering Israeli Air Force munitions remnants and converting them into improvised explosive devices.
The Islamist group is also attempting to revive rocket and mortar production using makeshift materials, while reorganizing stockpiles buried under rubble or left largely intact.
Israeli officials have repeatedly warned that Hamas’s ongoing rebuilding efforts are allowing the group to retain control over much of the war-torn enclave and steadily sustain its influence despite over two years of military conflict.
According to a report by the Arabic newspaper Asharq Al-Awsat, a new draft proposal has been presented to Israel and Hamas, with talks potentially beginning this week on moving forward with the second phase of US President Donald Trump’s Gaza peace plan.
Earlier this year, the US-backed plan to end the war in Gaza hit major roadblocks after proposals surfaced that would allow Hamas to retain some small arms.
Israel has previously warned that the Islamist group must fully disarm for the second phase of the ceasefire to move forward, pointing to tens of thousands of rifles and an active network of underground tunnels still under the terrorist group’s control.
If Hamas does not give up its weapons, Israeli officials have vowed not to withdraw troops from Gaza any further or approve any rebuilding efforts, effectively stalling the ceasefire agreement.
The new draft allegedly proposes creating an “Implementation Verification Committee,” to be formed under Nickolay Mladenov, the high representative for Gaza on Trump’s Board of Peace, bringing together guarantor states, the International Stabilization Force, and a Peace Council to ensure compliance by all parties.
Under this proposed draft, the Peace Council would be granted authority over Gaza’s governance, reconstruction, and development until a reformed Palestinian Authority is able to resume its responsibilities.
The document also reportedly states that Hamas and other extremist Palestinian factions would have no role in governing the Gaza Strip, and that governance would be based on “one authority, one law, and one weapon,” as all armed groups would cease military activity and a phased disarmament process would transfer weapons to the incoming body.
By this framework, Israel’s withdrawal would take place in stages under an agreed timetable, contingent on verifiable progress in the process of disarmament.
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US Lawmakers Introduce Bipartisan Resolution Condemning Antisemitic Rhetoric by Candace Owens, Hasan Piker
Right-wing political commentator Candace Owens speaks during an event held by national conservative political movement ‘Turning Point’, in Detroit, Michigan, US, June 14, 2024. Photo: REUTERS/Rebecca Cook
US Reps. Josh Gottheimer (D-NJ) and Mike Lawler (R-NY) introduced a bipartisan resolution on Wednesday that condemns “antisemitic, hate-filled rhetoric and content” promoted by online streamer Hasan Piker and podcaster Candace Owens.
The resolution addresses the growing influence of online personalities around the world, as well as the global rise in antisemitism in recent years fueled partially by “online disinformation, conspiracy theories, and extremist rhetoric.” It calls on social media platforms and public leaders to denounce and take action against hatred.
“The rise of digital media platforms has enabled individuals with large audiences to disseminate disinformation, commentary, and political viewpoints to millions of viewers worldwide,” the resolution states. “Such influence carries a heightened responsibility to avoid rhetoric that promotes hatred, violence, or discrimination against any group, including Jewish individuals and communities.”
The resolution lists several hateful comments from both Piker and Owens.
Piker has repeatedly expressed support for Hamas and even said “it doesn’t matter” if sexual assault took place during the terrorist group’s Oct. 7, 2023, invasion of and massacre across southern Israel.
Owens is notorious for promoting antisemitic conspiracy theories, tropes, and blood libels about Judaism, Jewish figures, and Israel. She has claimed, for example, that Israel controls the US government and has also downplayed and denied verified details about the Holocaust.
The resolution states that efforts to “downplay or excuse antisemitic rhetoric under the guise of political commentary should be rejected.”
“Piker has openly applauded Hamas’ terrorism, downplayed the mass rape of civilians on Oct. 7, and dehumanized Orthodox Jews as ‘inbred,’” Lawler said in a statement. “Owens has trafficked in vile conspiracy theories, promoted blood libels, and platformed Holocaust deniers. With an audience of millions, they have a responsibility to confront hatred and bigotry in every form, not to amplify it to the masses. So, if they won’t call it out, I will.”
“Hatred is hatred, period,” Gottheimer added. “It doesn’t matter whether it comes from the far right or the far left. We cannot be selective in calling out antisemitism. When influential voices spread conspiracy theories, promote terrorism, or dehumanize Jewish people, it fuels real-world violence and intimidation. We must stand up and speak out.”
“I get that speaking up is not easy, but our constituents didn’t elect us to always take the easy path,” he noted. “That’s what principled leadership is all about.”
Owens has not publicly commented on the resolution, but Piker condemned it in a statement to the Jewish Telegraphic Agency (JTA).
“They are once again conflating legitimate critics of Israel with actual antisemites,” he said. “They would rather complain about fake antisemitism in defense of Israel than call out the real sources of Jew hatred with a full chest. I have spent my entire career combating all forms of bigotry including antisemitism and will continue to do so in spite [of] this cynical ploy to satisfy donors.”