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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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Rashida Tlaib Introduces Resolution ‘Recognizing Ongoing Nakba’
US Rep. Rashida Tlaib (D-MI) addresses attendees as she takes part in a protest calling for a ceasefire in Gaza outside the US Capitol, in Washington, DC, US, Oct. 18, 2023. Photo: REUTERS/Leah Millis
US Rep. Rashida Tlaib (D-MI) on Thursday reintroduced a congressional resolution recognizing the 78th anniversary of what she described as the “ongoing nakba,” using the Arabic term for “catastrophe” deployed by Palestinians and anti-Israel activists to refer to the establishment of the modern state of Israel in 1948.
The resolution, introduced on the anniversary of Israel’s independence, accuses the Jewish state of carrying out “ethnic cleansing,” “apartheid,” and “genocide” against Palestinians, language that many pro-Israel lawmakers in Congress and advocacy groups strongly reject as inflammatory and inaccurate. The measure also calls for renewed US support for the United Nations Relief and Works Agency for Palestine Refugees in the Near East (UNRWA), an agency that has faced mounting scrutiny from Israel and several Western governments over allegations that employees participated in or supported Hamas’s Oct. 7, 2023, massacre across southern Israel.
In a statement announcing the resolution, Tlaib argued that the so-called nakba “did not end” with the Arab-Israeli war in 1948 and continues today through Israeli military operations and settlement expansion.
“War criminal Netanyahu and his cabinet have repeatedly threatened to ethnically cleanse the entire Palestinian population in Gaza, annex the land, and permanently occupy it. Today, they are extending these same threats towards southern Lebanon,” she said, referring to Israel Prime Minister Benjamin Netanyahu and military operations against US-designated terrorist groups Hamas and Hezbollah. “As we mark the 78th anniversary of the Nakba, we honor all of those killed since the ethnic cleansing of Palestine began and all those who have been forced from their homes and violently displaced from their land.”
Activists often invoke the term “nakba” when discussing the displacement of some 750,000 Palestinian Arabs following Israel’s War of Independence, many of whom left the nascent state for varied reasons, including that they were encouraged by Arab leaders to flee their homes to make way for the invading Arab armies. At the same time, about 850,000 Jews were forced to flee or expelled from Middle Eastern and North African countries in the 20th century, primarily in the aftermath of Israel’s declaring independence.
Tlaib’s resolution is co-sponsored by several prominent progressive Democrats, including Reps. Alexandria Ocasio-Cortez (NY), Ilhan Omar (MN), Ayanna Pressley (MA), and Summer Lee (PA).
The move is likely to draw fierce criticism from pro-Israel lawmakers and Jewish organizations, many of whom argue the resolution ignores the historical context surrounding Israel’s founding and the 1948 war. Israel accepted the United Nations partition plan in 1947 to create two states, one Jewish and one Arab, while neighboring Arab states rejected it and launched a military invasion after Israel declared independence.
The resolution also calls for a so-called Palestinian “right of return,” a demand insisting that potentially millions of descendants of Palestinian refugees should be able to return to the land of Israel, a step that, according to proponents, would result in the abolition of the world’s only Jewish state.
“This immense trauma, including the loss of their loved ones and connections to the communities they grew up in, needs to be repaired. True peace must be built on justice and the inalienable right of return for Palestinian refugees,” Tlaib said in her statement.
While refugees are generally defined as those who flee a country out of credible fear of persecution, UNRWA uniquely defines Palestinian refugees to include all descendants of those who left the land, regardless of where they were born.
Tlaib, the only Palestinian American member of the US Congress, has emerged as one of Israel’s loudest critics on Capitol Hill, repeatedly accusing the Jewish state of genocide and drawing rebuke from fellow lawmakers.
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Toronto Sees 50% Drop in 2025 Hate Crimes, Yet 82% of Religiously Motivated Attacks Target Jews
A member of law enforcement personnel works at the scene outside the US Consulate after shots were fired, in Toronto, Ontario, Canada, March 10, 2026. Picture taken with a mobile phone. Photo: REUTERS/Kyaw Soe Oo
Even as Toronto recorded an overall decline in reported hate crimes last year, newly released data shows the city’s Jewish community continued to face disproportionately high levels of targeted antisemitism and violence amid an increasingly concerning social climate.
On Thursday, Toronto Police released its annual hate crime statistical report, showing that Jews accounted for 82 percent of all religiously motivated hate crimes in 2025, compared to 14 percent targeting Muslims.
Even though the Jewish community makes up less than 3 percent of Toronto’s population, officials now warn that Jewish residents are 14 times more likely than other residents to be targeted in a hate incident.
With 81 anti-Jewish hate crimes recorded, Jews and Israelis were the targets of 35 percent of all reported hate incidents in the city.
Despite a 50 percent overall decline in reported hate crimes, from 443 in 2024 to 231 in 2025, Toronto has seen a 40 percent increase in such incidents so far this year compared with the same period last year.
Toronto Police Chief Myron Demkiw noted that, even with the overall decline, the Jewish community continued to be the primary target of hate-motivated offenses.
“We are steadfast in our commitment to confronting hate in all its forms and making it easier for people to come forward and report incidents of hate,” Demkiw said in a press release.
Because police-reported hate crime data only includes incidents that come to the attention of authorities and are later confirmed or suspected to be hate-driven, official figures likely underestimate the true scale of such incidents.
Over the past two years, Toronto authorities have expanded law enforcement capacity and resources to investigate hate crimes by establishing a Counter-Terrorism Security Unit and increasing specialized training for officers, while also strengthening Holocaust education initiatives and introducing digital literacy programs for youth aimed at countering online radicalization.
Centre for Israel and Jewish Affairs Vice President Michelle Stock called the latest statistics “deeply alarming,” warning of a broader reality of hostility that Jewish families across the city are confronting on a daily basis.
“Toronto prides itself on being a city where people of all backgrounds can live openly, safely and without fear. Those values are undermined when any community no longer feels secure expressing its identity in public,” Stock said in a statement.
“From synagogues to schools to public displays of Jewish identity, blatant attacks against the Jewish community are becoming more frequent and more brazen,” she continued. “Jewish Canadians are being targeted simply for who they are. No one should have to think twice about wearing a kippah, attending synagogue, sending their children to Jewish schools or participating openly in Jewish life.”
The city’s figures reflect a broader nationwide rise in antisemitism and anti-Israel hostility, with the Jewish advocacy group B’nai Brith Canada reporting a record high in anti-Jewish hate crimes in 2025 for the second consecutive year, documenting 6,800 such cases across the country.
According to the latest report, antisemitic incidents nationwide increased by 9.3 percent last year, surpassing the previous record total of 6,219 set in 2024.
With an average of 18.6 incidents per day, this figure represents a 145.6 percent increase from 2022, before the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
Early 2026 data already indicate the country is now on track to see its most violent year against the Jewish community in recent memory, with more violent antisemitic attacks recorded so far this year than during all of 2025, B’nai Brith Canada reported.
In total, 11 violent antisemitic incidents have already been recorded across the country since January, surpassing the 10 violent cases documented during all of last year
“These brazen attacks on Jewish Canadians are a sign of a crisis of antisemitism that has spiraled out of control,” Simon Wolle, chief executive officer of B’nai Brith Canada, said in a statement.
“Violence such as this, which has escalated from targeting synagogues to targeting Jewish people directly, does not occur in a vacuum. It is what happens when governments fail to act despite mounting evidence that antisemitism is becoming more normalized and dangerous,” Wolle continued.
Last week, a group of Jewish worshippers standing outside the Congregation Chasidei Bobov synagogue in Montreal was targeted in a drive-by shooting, leaving one person with minor injuries.
A week earlier, three visibly Jewish residents were targeted in a separate antisemitic attack when suspects opened fire with a gel-pellet gun, causing minor injuries.
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Israel, Lebanon Extend Ceasefire by 45 Days as Washington Talks Conclude
Smoke rises following explosions in southern Lebanon, near the Israel-Lebanon border, as seen from northern Israel, April 27, 2026. Photo: REUTERS/Shir Torem
Israel and Lebanon agreed to a 45-day extension of a ceasefire that has tamped down the conflict between Israel and Iran-backed terrorist group Hezbollah in southern Lebanon, as two days of talks facilitated by Washington concluded on Friday with an agreement to hold further meetings in the coming weeks.
“The April 16 cessation of hostilities will be extended by 45 days to enable further progress,” State Department spokesperson Tommy Pigott said on X, adding that the talks aimed at settling decades of conflict between the two countries were “highly productive.” The ceasefire was set to expire on Sunday.
The Lebanese and Israeli delegations issued positive statements about the talks, their third meeting since Israel intensified air attacks on Lebanon after Hezbollah fired missiles at Israel on March 2, three days into the US-Israeli war with Iran. Israel‘s bombing campaign and ground invasion into Lebanon’s south displaced some 1.2 million people, before US President Donald Trump announced a ceasefire last month following initial talks between the two countries’ ambassadors in Washington.
Hezbollah and Israel have continued to trade blows, with hostilities focused in southern Lebanon, where Israeli forces are occupying a self-declared security zone.
LEBANON WANTS HOSTILITIES TO CEASE
The US-led mediation between Lebanon and Israel 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.
Lebanon’s delegation, which is attending despite objections from Shi’ite Muslim Hezbollah, has prioritized a cessation in hostilities in the talks. Israel says Hezbollah, which openly seeks the Jewish state’s destruction, must be disarmed as part of any broader peace agreement with Lebanon.
The Washington meetings, the highest-level contact between Lebanon and Israel in decades, have evolved to include security and military officials. Pigott said on X that a new “security track” of the negotiations would be launched at the Pentagon on May 29, while the State Department will convene the two sides again June 2-3 for a political track of negotiations.
“We hope these discussions will advance lasting peace between the two countries, full recognition of each other’s sovereignty and territorial integrity, and establishing genuine security along their shared border,” Pigott said.
Lebanon’s delegation said in a statement that it wanted to turn the momentum from the ceasefire into a lasting peace agreement. “The extension of the ceasefire and the establishment of a US-facilitated security track provide critical breathing space for our citizens, reinforce state institutions, and advance a political pathway toward lasting stability,” the delegation said.
Israeli ambassador to the US Yechiel Leiter said the talks were “frank and constructive.”
“There will be ups and downs, but the potential for success is great. What will be paramount throughout negotiations is the security of our citizens and our soldiers,” Leiter said on X.