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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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Israel, Hezbollah War Persists Despite Truce Extension
Smoke rises following an Israeli strike in Choukine, Lebanon, May 18, 2026. Photo: REUTERS/Stringer
Israel carried out airstrikes in southern Lebanon on Monday, Lebanese security sources and the state news agency said, while Hezbollah announced new attacks on Israeli forces, continuing the war in Lebanon despite the extension of a US-backed truce.
Since the war began on March 2, more than 3,000 people have been killed in Lebanon, the country’s health ministry reported in its latest casualty toll on Monday. Most of those killed have been Hezbollah terrorists, according to Israeli officials.
Reignited by the US-Israeli conflict with Iran, hostilities between Iran-backed Hezbollah and Israel have rumbled on since US President Donald Trump first announced a ceasefire on April 16, with fighting mostly contained to southern Lebanon.
A 45-day ceasefire extension, announced after a third round of US-hosted talks between Lebanon and Israel on Friday, began at midnight, a Lebanese official said.
The US-led mediation has emerged in parallel to diplomacy aimed at ending the US-Iran conflict. Iran has said ending Israel‘s war in Lebanon is one of its demands for a deal over the wider conflict. Hezbollah, which opened fire at Israel on March 2, objects to Beirut taking part in the talks.
AIRSTRIKES, EXPLOSIVE DRONE
Overnight, an Israeli strike near the eastern Lebanese city of Baalbeck killed a commander of the Palestinian Islamic Jihad terrorist group, a Hezbollah ally, along with his daughter, security sources in Lebanon said.
The Israeli military said it had killed the commander, Wael Mahmoud Abd al-Halim, in a strike, after taking steps to “mitigate the risk of harm to civilians.” It made no mention of Halim’s daughter.
Hezbollah said it launched an explosive drone at an Iron Dome air defense position in the Galilee area of northern Israel and carried out other attacks on Israeli forces in Lebanon.
Israel‘s military said some “launches” aimed at Israeli soldiers in southern Lebanon, as well as an explosive drone, had crossed into Israeli territory.
Lebanon’s National News Agency reported Israeli airstrikes on more than half a dozen locations in south Lebanon.
The Israeli military said it could not comment on the reported airstrikes without the coordinates of each one and didn’t immediately respond to a request for comment on the attack claimed by Hezbollah on the Iron Dome position.
The Israeli military said earlier on Monday it had struck more than 30 Hezbollah sites in southern Lebanon in the previous 24 hours and warned residents of three villages in the south to leave their homes, saying it intended to act against Hezbollah.
DEATH TOLL RISES
Israeli forces have occupied a self-declared security zone in the south, where they have been razing villages, saying they aim to shield northern Israel from attacks by Hezbollah fighters embedded in civilian areas.
Lebanon’s health ministry reported that the death toll in Lebanon had risen to 3,020 people, among them 619 women, children, and health-care workers.
Its toll doesn’t say how many combatants are among the dead. Various reports have put the figure at thousands of Hezbollah fighters.
However, sources familiar with Hezbollah‘s casualty numbers have said many Hezbollah fighters who have been killed in the war are not included in the health ministry death toll.
Reuters reported on May 4 that several thousand Hezbollah fighters had been killed in the war, citing casualty estimates from within the group. The Hezbollah media office said at the time the figure of several thousand fighters killed was false.
Israeli authorities say 18 soldiers have been killed by Hezbollah attacks or while operating in south Lebanon since March 2, in addition to a contractor working for an engineering company on behalf of Israel‘s defense ministry. Hezbollah attacks have killed two civilians in northern Israel.
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Recognizing Shabbat Is Not Establishing a Religion
The backlash to President Trump’s “Shabbat 250” proclamation reveals something deeper than disagreement over a single president or a single ceremonial gesture. It reveals how uneasy a slice of American Jewish leadership has become with the public acknowledgment of a tradition that helped shape America’s moral vocabulary.
The timing matters. Since October 7th, antisemitism has surged on a scale unfamiliar to most American Jews living today – across college campuses, in major cities, on social media, in synagogue parking lots that now require armed guards and entrances fitted with metal detectors. Against that backdrop, a sitting president has used a White House proclamation to honor a core Jewish practice, to invoke George Washington’s 1790 letter to the Hebrew Congregation in Newport, and to name Haym Salomon – the Jewish immigrant financier who helped fund the Revolution – as a model of Jewish American patriotism. One might have expected the organized Jewish community to receive that gesture with something closer to unanimity. Instead, the response has split.
As eJewishPhilanthropy recently reported, the divide ran along predictable lines. Orthodox and politically conservative organizations – Chabad communities, Agudath Israel, the Orthodox Union, the Rabbinical Council of America, Young Jewish Conservatives – embraced the proclamation immediately. Progressive institutions and the Jewish Council for Public Affairs raised church-state concerns. The fault line itself is worth noticing. It tracks, with unsettling precision, which segments of American Jewry still feel confident about Jewish practice in public and which have grown uneasy when Jewish tradition appears outside the synagogue.
The critics’ anxieties are not frivolous. Jewish history is full of governments that used religion coercively and turned on the minorities they once flattered. American Jews were right to be cautious about religious majoritarianism in the past, and a cautious American Jewish political tradition has long taken that lesson seriously. But caution becomes distortion when even symbolic recognition of Jewish practice is treated as a constitutional threat.
The most serious version of the objection comes from Amy Spitalnick, CEO of the Jewish Council for Public Affairs, who warned in the eJP piece that when church-state lines blur, “one day you’re in and the next day you could be out.” The worry deserves a real answer, not dismissal. But Spitalnick herself drew the right distinction in the same interview. A government celebration of Jewish identity and practice, she said, “is very different than trying to utilize the government to advance a specific approach to religion.”
A proclamation honoring rest, gratitude, and the Jewish American contribution to the national story falls squarely on the first side of her line. It establishes no theology. It privileges no denomination. It requires nothing of anyone. It is ceremonial recognition: the same category as presidential Hanukkah candle-lightings, Ramadan iftars, Easter messages, and Thanksgiving statements that have rolled out of the executive branch for generations. The American constitutional order does not require a public square emptied of faith; it requires a public square open to all of them. A president who honors Shabbat one season and hosts an iftar the next is not establishing a religion. He is doing what American presidents have done since Washington: recognizing that the country contains many traditions and that none of them needs to be hidden to be American.
A different objection comes from Rabbi Amichai Lau-Lavie of Lab/Shul, who wrote that we should observe Shabbat “not because a leader commanded it, but because our humanity demands it.” That is a theological worry, not a constitutional one, and it deserves a theological answer. Trump has commanded nothing. All he has done is acknowledge that Shabbat exists, that millions of Americans keep it, that the country is better for the practice.
One can hold separate concerns about this president’s habit of telling Jews how to be Jewish. Those are concerns about a man. They are not an argument against the proclamation. The principle would be right whether the proclamation came from this president or any other, and an American Jewish community that could only accept public recognition from presidents it liked would not be defending the Constitution. It would be practicing politics.
The deeper problem with the church-state framing is that it gets American Jewish history almost exactly backward. American Jews did not flourish because the public square was scrubbed of faith. They flourished because the public square was open to faith – to all faiths -and because the founding promise of religious liberty was extended to a people who had never before been treated as full citizens anywhere in Christendom. Washington’s letter to Touro Synagogue, which the proclamation invokes, did not promise the Newport congregation that religion would be banished from American life. It promised them that the new republic would “give to bigotry no sanction, to persecution no assistance” and that the children of the stock of Abraham would sit safely under their own vine and fig tree. That is not the language of secularism. It is the language of religious confidence extended to Jews as Jews.
The Jews who arrived in America did not ask for invisibility. They asked for equality, and America’s founding promise made that claim possible in a way nearly no other country had. Haym Salomon – born in Poland, jailed by the British, dead in poverty at forty-four after pouring his fortune into the Continental cause – did not finance a revolution so that his descendants could ask the public square to please not mention Jews. The American Jewish bargain has always been the opposite: be visible, be present, be unembarrassed about being Jewish in public, and the country will be the better for it. The First Amendment was designed to prevent a national church. It was never designed to scrub religion from American public life. Covenant, human dignity, moral obligation, liberty under law, the sanctity of conscience; none of it appeared from nowhere. Recognizing that inheritance is not theocracy. It is historical literacy.
It is worth saying plainly what Shabbat is, because much of the anxious commentary proceeds as though the underlying practice were a minor ritual rather than one of the central institutions of Western civilization. Shabbat is the weekly insistence that human beings are not merely productive units. It is the structural refusal to let work, commerce, and noise consume the whole of life. It builds in, by law and by habit, a day for family, for study, for rest, for gratitude and for the things that markets cannot price and bureaucracies cannot manage. The Jewish tradition holds that Shabbat sustained the Jewish people through exile, dispersion, and persecution: more than the Jews kept Shabbat, Shabbat kept the Jews.
That a weekly cessation might be good for an entire country – and not merely for Jews – is not a controversial proposition. It is one of the most quietly radical contributions the Jewish people have made to human civilization. A country drowning in screens, in noise, in the demand to be always available, might reasonably want to pause and acknowledge the institution that taught the West how to stop.
The split inside the American Jewish community over “Shabbat 250” is, in the end, a split about confidence. The progressive instinct to guard the church-state line is the right instinct, applied to the wrong case; the Jews who worry about state-favored religion are reading from the correct historical script, only on the wrong stage. The Orthodox and conservative Jews who embraced the proclamation did so because they still feel ownership over Shabbat; because the practice is theirs, lived, and they are glad to see it honored. Some progressive leaders responded with discomfort because seeing Shabbat publicly honored by political authority now feels unfamiliar, uncomfortable, perhaps even weaponizable. That asymmetry says something painful about where parts of American Jewish life now stand in relation to their own tradition.
Recognizing Shabbat is not the establishment of religion. It is the recognition of a gift; a gift this country received from the Jewish people, and a gift it is finally, in its 250th year, pausing long enough to say thank you for. At a moment when Jews on American campuses are being told they do not belong, and Jews in major cities are being assaulted for being visibly Jewish, the proclamation says something the Jewish community badly needs to hear from the highest office in the land: you are not foreign here. You built this. The country is grateful.
The answer to that gesture is not worry. It is the lighting of candles.
Samuel J. Abrams is a professor of politics at Sarah Lawrence College and a senior fellow at the American Enterprise Institute.
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Stacey Bosworth selected as the Forward’s next Vice President of Development
Forward Publisher and CEO Rachel Fishman Feddersen announced today that Stacey Bosworth has been selected as the Forward’s next Vice President of Development, beginning June 1, 2026.
Bosworth comes to the Forward from documentarian Ken Burns’ Better Angels Society, where she served as Chief Development Officer, leading donor strategy and philanthropic initiatives. Prior to that, she was the Director of Development and Co-Chief Advancement Officer at the Sundance Institute. At both Sundance and Better Angels, she worked with major donors and foundations such as the Emerson Collective, the Ford Foundation, the Doris Duke Foundation and others to secure funding for stories that needed to be told.
Bosworth also served as Vice President of Advancement at MacDowell Artists Residency, where she launched a journalism fellowship fund, was the president of Aaron Consulting, supporting various nonprofit organizations in fundraising strategy, and founding executive director of the Joyful Heart Foundation.
Bosworth began her career at the Workers Circle, then located in the Forward building on 33rd Street in Manhattan. She is also on the board of The Old Stone House in Brooklyn, where she lives.
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