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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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From golems to Horton to banana menorahs: This year’s Hanukkah kids’ books light up the imagination
(JTA) — From Who-ville to Schmoozeville, and from island getaways to cozy homes, this year’s crop of Hanukkah books for kids of all ages take families on journeys to imaginative settings, some familiar from the pantheon of children’s literature and Jewish ideas. Families from across the diverse Jewish spectrum will enjoy the new titles that celebrate the popular eight-day holiday, also known as the Festival of Lights.
Three titles garnered the recommendation of the Association of Jewish Libraries — “Construction Site, Hanukkah Lights,” “Banana Menorah” and “Lost and Found Hanukkah.”
Hanukkah begins at sundown on Sunday, Dec. 14.
“Construction Site Hanukkah Lights”
Sherri Duskey Rinker and Shawna J.C. Tenney
Chronicle Books; ages 2-4
The youngest children — particularly those who are vehicle-obsessed — will enjoy lifting the flaps of this rhyming story, in which a dump truck, a crane and a cement mixer transform a construction site into a Hanukkah wonderland with a dazzling giant menorah and a huge pile of shiny gold Hanukkah gelt.
“Happy HanukKat”
Jessica Hickman; illustrated by Elissambura
Kar-Ben Publishing; ages 1-4
Jessica Hickman’s sweet, rhyming board book about a lively Jewish family of kittens will tickle the youngest kids, who will have fun celebrating each night of the holiday with the Hanukkah party-loving cat family. Elissambura’s playful illustrations feature kitties in Hanukkah party hats and sweaters.
“Golem Loves Latkes: A Tasty Hanukkah Tale”
Doreen Klein Robinson; illustrated by Anna Krajewska
Intergalactic Afikomen; ages 3-10
In Doreen Klein Robinson’s fun-filled story, an endearing little girl loves to visit her bubbie for Hanukkah in the happy village of Schmoozeville, where everyone likes to schmooze – chat, in Yiddish. But this year, the usually friendly townsfolk are bickering about the best topping for fried potato latkes — applesauce or sour cream. The young girl makes a clay dreidel that spins to life as a golem, the centuries-old Jewish mystical clay figure who protects Jews. When the latke-loving golem gobbles up all of Schmoozeville’s crispy latkes, the clever girl takes the golem’s message to the warring camps: Enjoy your latkes however you like and celebrate the true meaning of the holiday. Anna Krajewska’s lively, colorful illustrations add to the mayhem and score points for featuring a youthful, active bubbie.
“Dr. Seuss’s Horton Hears a Hanukkah Party!”
Leslie Kimmelman; illustrated by Tom Brannon, based on “Horton Hears a Who!” by Dr. Seuss
Random House; ages 3-7
Horton the Elephant looms large in Leslie Kimmelman’s rhyming riff on the classic “Horton Hears a Who!” by Dr. Seuss. The original features an elephant who champions the small against the mighty — a perfect character for the Hanukkah story. In this version, only Horton hears the faint sound of celebration that goes on night after night, so his jungle friends tease him. On the eighth night Horton sees the sparkling menorah belonging to a rabbi, who invites Horton and his pals to his family’s celebration. Tom Brannon’s illustrations translate the essence of Seuss’s floppy-eared Horton to a Jewish setting.
“Banana Menorah”
Lee Wind; illustrated by Karl West
Apples & Honey Press; ages 3-5
In Lee Wind’s light-hearted story, Skylar, a spirited young girl, and her two fathers are vacationing on an island far from home on the first night of Hanukkah. But both dads forgot to pack a menorah. The clever girl improvises with what’s on hand — the first night, it’s a banana menorah, the next, a granola bar. When they get home in time for the fourth candle and light their three menorahs, Skylar misses the new ones. For the rest of the holiday, her family celebrates with friends and all kinds of menorahs. Karl West’s animated illustrations add to the fun for a playful, creative holiday. Instructions for a banana menorah at the end — though there are also mass market versions available to buy.
“Lost and Found Hanukkah”
Joy Preble; illustrated by Lisa Anchin
Chronicle Books; ages 5-8
LGBT families and homemade menorahs are part of Joy Preble’s heartwarming story about Nate, who loves celebrating Hanukkah and lighting his family’s three menorahs, including one he made. When he and his two fathers move to a new apartment, Nate’s menorah gets lost. At Amy’s Judaica shop, Nate befriends the latke-loving, furry store kitty named Kugel, who runs out of the shop. When Nate’s dads fry up a batch of latkes for the holiday, the clever boy hatches a plan to find Kugel. By story’s end, everyone is reunited in time to celebrate Hanukkah and Nate carves a perfect new menorah. Lisa Anchin’s large cartoon-style illustrations reflect the story’s warmth and love.
“The Book of Candles: Eight Poems for Hanukkah”
Laurel Snyder; illustrated by Leanne Hatch
Clarion Books; ages 4-8
Children will enjoy following a young girl, her siblings, their parents and — again — a kitten as they light Hanukkah candles every night. Each night’s poem flows lyrically to the next. The award-winning Laurel Snyder adds a note for each candle that illuminates the themes of the holiday and turns the story into a teachable moment. Leanne Hatch’s cartoon-style illustrations capture the cozy, wintry setting and glow of the flickering flames
“A Dragon Called Spark: A Hanukkah Story”
Lily Murray; illustrated by Kirsti Beautyman
Kalaniot Books; ages 4-7
In Lily Murray’s imaginative tale, a young girl named Eva feels lonely when she and her family move somewhere new and she is far from friends at the start of Hanukkah. For comfort, Eva turns to Spark, her imaginary friend, a diminutive flying dragon. But Eva is worried that Spark is lonely and hopes for a Hanukkah miracle — a friend for herself and for Spark. When she meets Charlie, her neighbor, they become friends and she tells him about Spark, whom he can’t see. The power of friendship shines in this poignant story. Kirsty Beautyman’s illustrations capture the magic of the tale, which gets high marks for featuring a multiracial friendship.
“Eight Fairy Nights”
Imagined and illustrated by Bub
BookBaby; ages 4-8
Bub’s unique Hanukkah story introduces young kids to a fairytale version of the Hanukkah story and the Maccabees — who are lauded for their courage. Readers then meet eight fairies with eight virtues, one for each night. The book captures Bub’s enthusiasm for celebrating Hanukkah, and his weakness for riddles. Without referencing God’s hand in the Hanukkah miracle, “Eight Fairy Nights,” may be especially appealing to secular and humanist Jews.
The post From golems to Horton to banana menorahs: This year’s Hanukkah kids’ books light up the imagination appeared first on The Forward.
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America’s oldest Jewish congregation launches a kosher food pantry on the Upper West Side
(JTA) — On Thanksgiving morning, as volunteers gathered at Congregation Shearith Israel for the synagogue’s 11th annual “packathon,” they also marked a new milestone: Their synagogue was opening a kosher food pantry on the Upper West Side of Manhattan.
Shearith Israel, an Orthodox congregation that is also known as The Spanish and Portuguese Synagogue, was established in 1654, making it the oldest congregation in the United States.
The synagogue’s Thanksgiving-morning volunteer event draws a large crowd each year in part because of its location along the Macy’s parade route. But its Thanksgiving tradition stretches back centuries: In 1789, when George Washington announced the first national Thanksgiving, Shearith Israel’s leader at the time, Gershom Mendes Seixas, held the country’s first Jewish Thanksgiving service.
With a history older than the founding of the United States, Louis Solomon, the president, or parnas, of Shearith Israel, said the congregation was looking for a way to celebrate the country’s upcoming 250th birthday.
“It’s been a part of our culture for 3,000 years, but certainly a part of our culture in America for 372 years, to give back, to try to do what we can,” said Solomon. “So the congregation has gotten itself together and thought about, what is it that we could actually do?”
Over the summer, Shearith Israel reached out to Alexander Rapaport, the executive director of Masbia, a kosher soup kitchen and food pantry, to propose an idea: Masbia could open a location in their synagogue.
“They’re celebrating America turning 250 years, and they’re thinking of what they can do, something special,” said Rapaport. “And one of the things they think that could be is opening up a food pantry in their place.”
At the event on Thursday morning where the new Masbia Relief Annex was announced, volunteers from local faith groups, including the Jewish Center, the Latter-Day Saints and the West End Church, watched the parade and assembled 2,000 packages of food.
Solomon said Shearith Israel had pledged to contribute $50,000 to the new Masbia annex, and was asking local faith groups to collectively match their donation.
The new food distribution center is scheduled to open sometime before Hanukkah, and will allow Masbia to serve Manhattan through the use of Doordash, which provides the nonprofit with free delivery services.
Rapaport said that this month, due to the tightened federal rules around the Supplemental Nutrition Assistance Program, Doordash had provided Masbia with 11,000 free deliveries. So far, Rapaport said they were on track to hit that number.
“We’re hoping that DoorDash is our go-to thing, because that eliminates the breadline stigma, and it just brings people food. It also gives us flexibility,” said Rapaport.
Masbia currently has three locations, two in Brooklyn and one in Queens. Now, Rapaport said the new space will allow the food nonprofit to provide delivery service in Manhattan as well.
“We’re here to help people. It’s a new borough, it’s not a borough that we were in. We’re going to reach out to the community and see where the need is, and slowly take on hopefully,” said Rapaport. “The first week we’ll only serve a few dozen people, but then if it grows to hundreds, we’ll be very happy.”
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Hezbollah Leader Leaves Open Possibility of New War With Israel
Lebanon’s Hezbollah Chief Naim Qassem gives a televised speech from an unknown location, July 30, 2025, in this screen grab from video. Photo: Al Manar TV/REUTERS TV/via REUTERS
The head of Lebanese terrorist group Hezbollah said on Friday it retained the right to respond to Israel‘s killing days ago of its top military commander and left open the possibility of a new conflict with Israel.
Naim Qassem spoke in a televised address as fears grew in Lebanon that Israel could escalate its bombardment of the country to compel Iran-backed Hezbollah to relinquish its arsenal across the country, which the group has repeatedly rejected.
Israel‘s killing of Hezbollah’s top military commander Haytham Ali Tabtabai in a strike on Beirut’s southern suburbs on Nov. 23 sharpened those worries.
Qassem said the group would “set the timing” for any retaliation, and said threats of a broader air campaign had no impact on the group – but that renewed war was possible.
“Do you expect a war later? It’s possible sometime. Yes, this possibility is there, and the possibility of no war is also there,” Qassem said.
Qassem did not explicitly say what the group’s position would be in a new war but said Lebanon should prepare a plan to confront Israel that relies on “its army and its people.”
Qassem also said he hoped Pope Leo’s upcoming visit to Lebanon “will play a role in bringing about peace and ending the [Israeli] aggression.”
Lebanon is under growing pressure from both Israel and the United States to more swiftly disarm Hezbollah and other militant groups across the country.
Moments after Qassem’s speech ended, Israeli military spokesperson Avichay Adraee said the Lebanese army’s efforts to seize Hezbollah weapons in the country’s south were “inadequate.”
“Hezbollah continues to manipulate them and work covertly to maintain its arsenal,” Adraee said in a post on X.
But Hezbollah has said it is unwilling to let go of its arms as long as Israel continues its strikes on Lebanese territory and its occupation of five points in the country’s south.