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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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Global Court Decisions Spark Outrage as Antisemitic Crimes, Attacks See Reduced Sentences
Pro-Hamas demonstrators marching in Munich, Germany. Photo: Reuters/Alexander Pohl
Court rulings around the globe are raising alarm bells as judges in Germany, Australia, and France have overturned or reduced sentences for individuals accused of antisemitic crimes, sparking public outrage over the leniency shown in such cases.
For the first time, a local court in Germany has allowed antisemitic slogans calling for Israel’s destruction and denying its right to exist to be chanted at a pro-Palestinian demonstration, despite concerns that such calls incite hatred and violence, according to the German newspaper Bild.
The Higher Administrative Court in Münster, a city in North Rhine-Westphalia in western Germany, issued an expedited ruling overturning a previous ban that had restricted protests to prevent participants from disrupting public order and inciting violence.
The ruling came after local police had imposed restrictions on an anti-Israel demonstration scheduled for Saturday in Düsseldorf, a city that had drawn more than 5,000 registered participants.
Prior to the protest, local law enforcement had prohibited demonstrators from chanting slogans that deny Israel’s right to exist and promote hatred — including “From the river to the sea, Palestine will be free,” “There is only one state: Palestine 48,” and “Yalla, yalla, Intifada!” The first two slogans call for the Jewish state’s complete destruction, to be replaced by “Palestine,” and the third phrase calls for violence against Jews and Israelis.
However, the court ruled that “denying the State of Israel’s right to exist does not in itself constitute a criminal offense.”
Instead, the court emphasized that “a critical examination of the founding of the State of Israel and the call for a peaceful change of the existing conditions” is protected under the right to freedom of expression.
With this ruling, the ban on “There is only one state: Palestine 48” was lifted, even though the slogan calls for the annihilation of Israel, established in 1948.
But “Yalla, yalla, Intifada” and “From the river to the sea” will remain banned, the first for its potential to incite violence and the second as a slogan associated with the Palestinian terrorist group Hamas.
In a separate and controversial ruling thousands of miles away, a man who set fire to a synagogue in Melbourne while worshippers were inside received a lenient sentence after an Australian court ruled that his actions were the result of mental illness rather than antisemitism.
On Monday, an Australian magistrate ruled that 35-year-old Angelo Loras was not driven by antisemitism but by a severe psychotic episode caused by his failure to take schizophrenia medication when he set fire to a local synagogue, with more than 20 worshippers inside sharing a Shabbat meal.
Earlier this year, Loras pleaded guilty to arson and recklessly endangering lives after pouring flammable liquid on the front door of the East Melbourne Synagogue and setting it alight, though no one was injured. This attack was one of three suspected antisemitic incidents across Melbourne over the weekend of July 4–6.
At the time, government officials and Jewish leaders denounced the attack as a clear hate crime.
With this ruling, Loras was given a four-month prison sentence — less than the 138 days he had already spent in custody — and was also ordered to continue schizophrenia treatment for 20 months and perform unpaid work. He will be eligible for release on Monday.
Meanwhile, a local court in France has dramatically reduced the sentence of one of the two teenagers convicted of the brutal gang rape of a 12-year-old Jewish girl, citing his “need to prepare for future reintegration.”
More than a year after the attack, the Versailles Court of Appeal retried one of the convicted boys — the only one to challenge his sentence — behind closed doors, ultimately reducing his term from nine to seven years and imposing an educational measure
The original sentences, handed down in June, gave the two boys — who were 13 years old at the time of the incident — seven and nine years in prison, respectively, after they were convicted on charges of group rape, physical violence, and death threats aggravated by antisemitic hatred.
The third boy involved in the attack, the girl’s ex-boyfriend, was accused of threatening her and orchestrating the attack, also motivated by racist prejudice.
Because the girl’s ex-boyfriend was under 13 at the time of the attack, he did not face prison and was instead sentenced to five years in an educational facility.
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New X Policy Reveals Foreign Locations of Anti-Israel Propagandists Spreading Gaza Disinformation
A 3D-printed miniature model of Elon Musk and the X logo are seen in this illustration taken Jan. 23, 2025. Photo: REUTERS/Dado Ruvic/Illustration
Billionaire Elon Musk’s social media platform X over the weekend implemented a new feature revealing the locations behind all accounts, exposing that many individuals claiming to report from Gaza lived in other countries while some popular right-wing American accounts who had promoted patriotism and loyalty to US President Donald Trump actually resided overseas.
“The. Gaza. Lie. Exposed. New X feature ripped mask off countless fake ‘Gazan’ accounts,” Israel’s Foreign Ministry posted on X on Sunday. “Some chap posting from Pakistan, another in London. Another manipulative abuser somewhere else. All claiming to be suffering in Gaza while in the comfort of some coffee shop far away.”
The Foreign Ministry said that X’s decision to test the feature showing an account’s physical location “is to be praised & encouraged. Freedom of speech is a core principle. So is transparency & accountability. The ‘citizen-journalist’ on social media also needs to meet certain minimum standards. Kudos X.”
In a follow-up post, the Foreign Ministry gave an example with a screenshot of journalist Motasem A Dalloul’s account, writing, “196,900 followers being lied to by fake ‘journalist’ claiming to be in Gaza. New @X feature reveals his actual location is Poland. Reporting from Gaza is fake & not reliable. Makes you wonder how many more fake reports have you read?”
The New York Post identified multiple Gaza-associated accounts who X now revealed as based in India, the United Kingdom, or the West Bank.
On Saturday, journalist Eitan Fischberger began identifying X accounts he described as “subverting the US by flooding X with anti-American, anti-Israel, demoralizing, or Marxist content aimed specifically at Americans. Several of them pose as Americans. But now the jig is up.” He then featured accounts located in North Africa, India, Serbia, Turkey, Norway, and Saudi Arabia.
Here’s a thread of prominent accounts that have been subverting the US by flooding X with anti-American, anti-Israel, demoralizing, or Marxist content aimed specifically at Americans.
Several of them pose as Americans. But now the jig is up.
Add more examples in the comments
pic.twitter.com/M1H6y0dG90
— Eitan Fischberger (@EFischberger) November 22, 2025
Pirate Wires also reported on Gaza-based content coming out of Egypt, North Africa, Indonesia, and Canada.
Nikita Bier, X’s head of product, had described the change as “an important first step to securing the integrity of the global town square. We plan to provide many more ways for users to verify the authenticity of the content they see on X.”
Some users protested the location displayed with their account was inaccurate, with X admitting as much in some cases. In one instance, the account for the US Department of Homeland Security stated its origin in Tel Aviv, prompting an official statement denying the connection.
Business Insider reported that X account MAGA NATION, a supporter of Trump that proclaims itself “America First” and has collected 400,000 followers, is based in Eastern Europe. NBC News found pro-Trump accounts based in Africa, Macedonia, and South Asia. Pirate Wires described conservative American content as originating in Bangladesh, Pakistan, Thailand, Nigeria, and Papua New Guinea.
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US Justice Department Launches Probe Into Anti-Israel Mob Targeting New York City Synagogue
Nov. 19, 2025, New York, New York, USA: Anti-Israel protesters rally outside of Park East Synagogue. Photo: ZUMA Press Wire via Reuters Connect
The US Justice Department has started an investigation into a gathering of demonstrators who called for violence against Jews outside a prominent New York City synagogue last Wednesday night, according to a senior official.
“Investigation is underway. [The Justice Department] has zero tolerance for violence/obstruction around any American house of worship,” Harmeet Dhillon, assistant attorney general for civil rights at the department, announced on social media on Sunday.
Investigation is underway. @TheJusticeDept has zero tolerance for violence/obstruction around any American house of worship. https://t.co/rEEFAifj6n
— AAGHarmeetDhillon (@AAGDhillon) November 23, 2025
Dhillon’s comments came amid ongoing furor over last week’s protest, where demonstrators harassed those attending an event being held by Nefesh B’Nefesh, a Zionist organization that helps Jews immigrate to Israel, at Park East Synagogue in Manhattan.
Protesters were recorded screaming obscenities to event attendees and blocking the entrance into the synagogue.
“We don’t want no Zionists here!” the group of roughly 200 anti-Israel activists chanted in intervals while waving the Palestinian flag. “Resistance, you make us proud, take another settler out.”
One protester, addressing the crowd, reportedly proclaimed, “It is our duty to make them think twice before holding these events! We need to make them scared.”
Footage on social media also showed agitators chanting “death to the IDF,” referring to the Israel Defense Forces, as well as “globalize the intifada” and “intifada revolution.”
Community figures described the scene as openly threatening and a stark escalation of anti-Jewish hostility in New York City.
“It’s a federal crime to block access to a house of worship in the US. @CivilRights under @AGPamBondi will NOT tolerate it and we are gathering information about this incident!” Dhillon posted on X/Twitter on Friday, two days before announcing the department was investigating the incident.
Jessica Tisch, commissioner of the New York City Police Department (NYPD), addressed the demonstration while speaking to Park East Synagogue on Saturday. Tisch, who is Jewish, cited the demonstrators’ rights to assemble, protest, and speak freely but also apologized for allowing “turmoil” to take place.
“People have the right to protest, including within sight and sound of a house of worship. They have the right to say things that are incredibly painful to hear. I understand that pain, deeply and personally,” Tisch said. “But the right to say those things is protected by the First Amendment, and the NYPD must uphold that right.”
“Our other job that night was to ensure that people could easily enter and leave shul. That is where we fell short. And for that, I apologize to this congregation,” she added, noting that police should have set up a “frozen zone” at the synagogue’s entrance. Because one was not set up, she said, “the space right outside your steps was chaotic.”
“You deserved an NYPD posture that recognized the sensitivity of this location, the climate we’re living in, and the heightened fear within our community,” Tisch told the congregation. “Instead, you had turmoil.”
New York City has experienced a historic surge in anti-Jewish hate crimes over the last two years, following the Palestinian terrorist group Hamas’s Oct. 7, 2023, invasion of and massacre across southern Israel.
Since entering the White House in January, the Trump administration has vowed to crack down on antisemitism, making it a priority of federal law enforcement.
Zohran Mamdani, who was elected New York City’s next mayor earlier this month, issued a statement that “discouraged” the extreme rhetoric used by the protesters on Wednesday night but did not unequivocally condemn the harassment of Jews outside their own house of worship. Mamdani’s office notably also criticized the synagogue, with his team describing the event inside as a “violation of international law,” an allegation apparently referencing Israel’s settlement policies in the West Bank.
“The mayor-elect has discouraged the language used at last night’s protest and will continue to do so,” Mamdani spokesperson Dora Pekec said in a statement on Thursday. “He believes every New Yorker should be free to enter a house of worship without intimidation, and that these sacred spaces should not be used to promote activities in violation of international law.”
Jewish leaders reacted with disappointment, arguing that Mamdani effectively provided political justification for a protest that targeted Jews for participating in a mainstream, fully legal pro-Israel program. Critics said the mayor-elect’s framing implied that the synagogue’s event, not the threatening chants outside, was the real problem, a position they described as deeply irresponsible amid rising antisemitism in the city.
During his short tenure in the state assembly as a lawmaker, Mamdani spearheaded a series of efforts to marginalize and penalize organizations with ties to Israel, spiking fears that the incoming mayor might weaponize the government against the city’s Jewish population. Mamdani is an outspoken supporter of the boycott, divestment, and sanctions (BDS) movement, which seeks to isolate Israel from the international community as a step toward its eventual elimination.
Mamdani also defended the phrase “globalize the intifada” — which references previous periods of sustained Palestinian terrorism against Jews and Israelis and has been widely interpreted as a call to expand political violence — by invoking the Warsaw Ghetto Uprising during World War II.