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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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Spike Lee says his pro-Palestinian NBA All-Star Game fit wasn’t meant as a dig against Deni Avdija
(JTA) — The director Spike Lee says he was not targeting the first Israeli NBA All-Star when he wore a pro-Palestinian outfit to the All-Star Game on Sunday.
Lee’s outfit which featured a keffiyeh-patterned sweater and flag-themed bag strap. Some of his critics charged that he had chosen the outfit especially because Deni Avdija, the Israeli star of the Portland Trail Blazers, was taking the court.
Lee put that idea to rest in a post on Instagram late Tuesday, saying that he had not known Avdija was Israeli because the Trail Blazers are a West Coast team. (Lee is a New York Knicks superfan.)
“There has been some conjecture about what I wore to the games on Saturday and Sunday. The clothes I wore are symbols of my concern for the Palestinian children and civilians, and my utmost belief in human dignity for all humankind,” Lee wrote. “What I wore was not intended as a gesture of hostility to Jewish people or to support violence against anyone, nor was it intended as a comment on the significance of Deni being an an All-Star.”
About his lack of familiarity with Avdija, whose World Team fell short in the round-robin contest featuring 28 NBA stars, Lee added, “He can BALL. NOW I DO KNOW.”
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Eli Sharabi’s ‘Hostage’ memoir named Jewish book of the year
(JTA) — Eli Sharabi’s memoir “Hostage,” recounting his experience in Hamas captivity after the Oct. 7, 2023 attack, has been named Book of the Year by the National Jewish Book Awards, organizers announced Wednesday.
The awards, presented by the Jewish Book Council and considered among the most prestigious honors in Jewish literature, recognize outstanding English-language books of Jewish interest across dozens of categories. Founded in 1950, the program is the longest-running North American awards initiative devoted to Jewish books.
Sharabi’s memoir, which details his abduction from Kibbutz Be’eri and the more than year he spent in captivity, became a bestseller in Israel and was later released in English in the United States.
“This recognition means so much to me, not only personally, but for the memory of my family and all those we lost,” Sharabi said in a statement. “’Hostage’ is my testimony, a story of my survival, written so others could bear witness. I hope it helps ensure that what happened is never forgotten.”
Other major winners reflect the breadth of contemporary Jewish writing, spanning scholarship, fiction, memoir and children’s literature.
In American Jewish studies, Pamela S. Nadell won for “Antisemitism, an American Tradition,” a look at the forms antisemitism took in the country from the early Dutch settlers to the present day. The Russian-born journalist Julia Ioffe took the autobiography and memoir prize for “Motherland: A Feminist History of Modern Russia, from Revolution to Autocracy.” The book blends memoir, journalism and history to examine modern Russia through the lens of women’s experiences.
Jack Fairweather’s “The Prosecutor: One Man’s Battle to Bring Nazis to Justice,” the story of a Jewish judge and Holocaust survivor from Stuttgart who pursued Nazi perpetrators in post-war Germany, won the biography award.
Fiction honors went to Allison Epstein for “Fagin the Thief,” a retelling of the Dickens novel “Oliver Twist” from the perspective of its Jewish antihero, and Zeeva Bukai received the debut fiction prize for “The Anatomy of Exile,” about the multigenerational echoes of a secret love affair between an Israeli Jewish woman and a Palestinian poet.
The Hebrew fiction in translation category recognized “Dog,” by Yishay Ishi Ron, translated by Yardenne Greenspan, which also earned a selection in the book club category. The novella’s protagonist is an Israeli combat veteran haunted by his service in one of the Gaza campaigns prior to Oct. 7.
This year’s awards arrive as the Jewish discourse has been reshaped by the aftermath of Oct. 7, a global surge in antisemitism and the polarizing debate over Israel that followed. Last year’s winner for book of the year, “10/7: 100 Human Stories” by Lee Yaron, was also an account of the attacks and their aftermath.
Jewish anxieties in light of Oct. 7 are the subject of Sarah Hurwitz’s “As A Jew: Reclaiming Our Story From Those Who Blame, Shame, and Try to Erase Us,” which won in the contemporary Jewish life and practice category. Hurwitz, a speechwriter in the Obama administration, provides a primer on Jewish history, texts and practices in order to counter what she calls misinformation among Jews, their allies and their critics.
“Especially amid rising antisemitism and Jewish authors facing increased scrutiny, Jewish books have the power to create and sustain community,” said Naomi Firestone-Teeter, CEO of Jewish Book Council, in a statement announcing the winners.
In “Hostage,” Sharabi writes about the terror of his abduction and the daily struggle to survive after Hamas fighters stormed Kibbutz Be’eri. He would spend 491 days in captivity, much of it in tunnels beneath Gaza, before being released on Feb. 8, 2025, as part of a negotiated deal. Throughout the ordeal, Sharabi clung to the hope of rescue, writing: ‘I refuse to let myself drown in pain. I am surviving. I am a hostage. In the heart of Gaza. A stranger in a strange land. In the home of a Hamas-supporting family. And I’m getting out of here. I have to. I’m getting out of here. I’m coming home.”
Other nonfiction winners included Elissa Bemporad’s “Jews in the Soviet Union: A History: Revolution, Civil War, and New Ways of Life, 1917–1930, Volume 1,” which won in history; Anna Hájková’s “People Without History are Dust: Queer Desire in the Holocaust,” honored in Holocaust studies alongside translator William Ross Jones; and Tobias Schiff’s “Return to the Place I Never Left,” which won the Holocaust memoir award, with Dani James recognized for translation.
Awards recognizing contemporary Jewish thought and scholarship included Lawrence Grossman’s “Living in Both Worlds: Modern Orthodox Judaism in the United States, 1945–2025,” and Debra Kaplan and Elisheva Carlebach’s “A Woman Is Responsible for Everything: Jewish Women in Early Modern Europe,” which won multiple prizes, including scholarship and women’s studies.
In children’s and young readers’ categories, Alison Goldberg’s “The Remembering Candle,” illustrated by Selina Alko, won for children’s picture book; Janice Shapiro’s “Honoria: A Fortuitous Friendship” took the prize for middle grade literature; and Eugene Yelchin’s graphic memoir “I Wish I Didn’t Have to Tell You This” won in young adult literature.
Other winners include Miriam Udel’s “Modern Jewish Worldmaking Through Yiddish Children’s Literature,” which won in education and Jewish identity; Raegan Steinberg, Alexandre Cohen and Evelyne Eng’s “Arthurs: Home of the Nosh,” honored in food writing and cookbooks; Ariella Aïsha Azoulay’s “Golden Threads,” which won for Sephardic culture; Elizabeth E. Imber’s “Uncertain Empire,” for writing based on archival material; and Aharon Shabtai’s “Requiem & Other Poems,” translated by Peter Cole, which won the poetry award.
The winners will be honored at an awards ceremony in New York next month hoisted by the entertainer Jonah Platt. At the ceremony, journalist Sam Feedman will be presented with the council’s Mentorship Award, named in honor of Carolyn Starman Hessel, longtime former director of the JBC. Freedman, a former New York Times reporter and professor at the Columbia Journalism School, taught a popular course that helped over 100 students turn their ideas into books, including “When They Come for Us, We’ll Be Gone: The Epic Struggle to Save Soviet Jewry,” Gal Beckerman’s 2010 history of the Soviet Jewry movement.
“Sam Freedman changed my life as a writer,” Beckerman said in a statement. “He believed in me before I believed in myself, pushed me to take my work seriously, and opened doors I didn’t even know existed. With tough love and deep generosity, he guided me through the daunting process of writing a book as if it were his own. What he did for me, he did for dozens of writers.”
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Andorra’s tiny Jewish community reels after local carnival features mock execution of Israeli effigy
(JTA) — An annual festival in Andorra drew condemnation from the country’s small Jewish community after an effigy bearing the Israeli flag was staged in a mock trial and then hung and shot.
The incident was part of the traditional Catalan festival Carnestoltes, which occurs yearly before Lent, the 40-day period that precedes Easter. At Monday’s festival in Andorra, where a mock king is typically tried and burned, organizers instead used an effigy wearing blue with the Israeli flag painted on its face.
During the festivities, the Israeli effigy was symbolically tried, hung, shot and burned, according to social media posts and a report in the Israeli outlet YNet.
ABERRANTE muestra de antisemitismo en Andorra durante el carnaval. pic.twitter.com/GeIdF635wd
— Dani Lerer (@danilerer) February 16, 2026
The incident drew outcry from the microstate’s tiny Jewish community, which only just got its first full-time rabbi, a Chabad emissary, in the last two years.
“This is a ritual they perform every year as part of carnival, where they mock many things,” Jewish Andorra resident Esther Pujol told YNet. “This time they dressed the effigy in the colors of the Israeli flag, with a Star of David on its face. They put it on trial, sentenced it to death and carried out the sentence by shooting and burning it. It is completely unacceptable.”
Pujol told the outlet that it was the first time she had seen the festival include anti-Israel or antisemitic elements, and that she had contacted Andorran lawmakers to express her outrage. The mayor of Encamp, the city where the incident took place, and local politicians took part in the ceremony, according to YNet.
The European Jewish Congress also decried the display in a post on X, writing that the mock-execution was a “deeply disturbing act that risks normalizing antisemitism and incitement.”
“This incident requires unequivocal condemnation, full clarification of responsibilities and concrete measures to ensure that antisemitism is never tolerated in public celebrations or institutions in Andorra or anywhere in Europe,” the post continued.
Other Lent festivities have also been the site of antisemitism in recent years, with Belgian celebrations in 2019 featuring antisemitic caricatures and a Spanish parade in 2020 featuring a Holocaust-themed display.
The incident marks a rare instance of open turmoil for Jews in Andorra, which is nestled between France and Spain in the Pyrenees mountains. While France and Spain have seen widespread pro-Palestinian protests and antisemitic incidents in recent years, Andorra has largely avoided similar tensions.
In September, Andorra formally announced its recognition of Palestinian statehood alongside a host of other European nations during the United Nations General Assembly in New York City.
But local Jews have also sought to remain under the radar, considering that Andorra officially prohibits non-Catholic houses of worship. The Jewish community calls their gathering place a community center rather than a synagogue. In 2023, Andorra’s parliament elected a Jewish lawmaker for the first time.
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