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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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Doctors Without Borders Admits Gaza Hospital Used by Militants, Halts Operations
People walk at the site of Israeli strikes on Nasser hospital in Khan Younis in the southern Gaza Strip in this still image taken from video, Aug. 25, 2025. Photo: REUTERS/Hatem Khaled
The international humanitarian group Doctors Without Borders has publicly acknowledged that armed individuals — many of them masked — were present inside the large compound of Nasser Hospital in southern Gaza, citing intimidation of patients, arbitrary arrests, and suspected weapons movement as reasons for halting some of its work there.
The admission, buried in a rarely referenced FAQ page on the group’s website published last month, lends factual support to claims long asserted by Israeli authorities about the use of medical facilities by Hamas and Palestinian Islamic Jihad terrorists during the ongoing conflict in Gaza.
Médecins Sans Frontières (MSF), which is French for Doctors Without Borders, said it has suspended all “non-critical medical operations” at Nasser Hospital as of Jan. 20, 2026, citing “concerns regarding the management of the structure, the safeguarding of its neutrality, and security breaches.”
MSF’s admission was first reported by independent analyst Salo Aizenberg.
In describing those “security breaches,” MSF stated that patients and its own personnel observed “armed men, some masked, in different areas of the large hospital compound … not in areas where MSF has activities.” It added that since the most recent ceasefire in Gaza, teams have reported a “pattern of unacceptable acts,” including the presence of armed men, intimidation, arbitrary arrests of patients, and “a recent situation of suspicion of movement of weapons.” The group said such conditions posed “serious security threats to our teams and patients.”
The hospital in Khan Younis — one of Gaza’s largest and, until recently, few functioning referral centers in the densely populated territory — has been a flashpoint in the Israel-Hamas war since early 2024. After intense battles and an Israeli military operation that searched for hostages inside the complex, the hospital was rendered non-functional and later reopened.
For months, the Israeli government and military have claimed that Hamas and other armed groups used hospitals — including Nasser — as shelter and operational bases, allegations that Palestinian authorities and many humanitarian organizations have rejected. In February 2024, Israel Defense Forces (IDF) Spokesman Daniel Hagari said the military had “credible intelligence” that Hamas held Israeli hostages at Nasser Hospital at one point and that there may have been bodies of hostages currently hidden there.
The Algemeiner has previously documented claims acknowledged by the Palestinian Authority that Hamas summoned Gazans to the Nasser compound for interrogations and that militants threatened hospital staff.
Terrorists from both Hamas and Palestinian Islamic Jihad, an allied group in Gaza, have confessed that they took over hospitals across the enclave, using the medical facilities to hide military activities, launch attacks, and hold hostages kidnapped during their Oct. 7, 2023, invasion of and massacre across southern Israel.
In the FAQ disclosure, MSF did not explicitly identify the armed men or link them to specific groups. But by reporting the presence of masked fighters, intimidation of civilians, and suspicion of weapons movement within the hospital compound, MSF’s account aligns with Israeli officials’ long-standing narrative that medical facilities have not been strictly neutral zones.
MSF said it formally expressed concern to “relevant authorities” and stressed that hospitals “must remain neutral, civilian spaces, free from military presence or activity” to ensure the safe delivery of care.
The new disclosure comes amid broader tensions between MSF and the Israeli government over registration and operations in Gaza, including Israel’s decision to bar dozens of aid groups, including MSF, from registering to operate in the territory after March 2026.
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Ireland Confirms It Will Face Israel in Nations League After Calling for Ban From UEFA
Soccer Football – UEFA Nations League Draw – Brussels Expo, Brussels, Belgium – Feb. 12, 2026, General view during the draw. Photo: REUTERS/Benoit Tessier
Ireland has agreed to play against Israel this fall in the UEFA Nations League mere months after pushing for the Jewish state to be banned from international soccer competitions because of its war against Hamas terrorists in the Gaza Strip.
The UEFA announced on Thursday in Brussels all the matchups for the 2026-27 Nations League, and Ireland was drawn to go head-to-head against Israel, as well as Austria and Kosovo, in Group B3. Ireland is set to play its away game against the Jewish state on Sept. 27 and will then host Israel in Dublin on Oct. 4.
The Israel Football Association said it hopes to host the Sept. 27 match in Israel, but a formal decision will reportedly be made in June. Israel has not hosted UEFA matches since October 2023 because of the war in Gaza with Hamas.
After the fixtures were announced on Thursday, the Football Association of Ireland (FAI) confirmed in a released statement that the Irish men’s national team will indeed compete against Israel in both matches because they risk “potential disqualification” if they do not. The statement also addressed the motion the FAI approved in November 2025 to have Israel banned from UEFA competitions because of the country’s war in Gaza. The motions were ultimately rejected.
“In 2025, a motion was proposed by members of the FAI General Assembly to vote on issuing a formal request to the UEFA executive committee for the immediate suspension of the Israel Football Association from UEFA competitions for a breach of UEFA statutes,” the FAI said. “Members then voted in favor to submit the motion to UEFA, which the association did in November 2025. While consultation has taken place with UEFA officials, the association does recognize that UEFA regulations outline that if an association refuses to play a match then that fixture will be forfeited and further disciplinary measures may follow — including potential disqualification from the competition.”
FIFA President Gianni Infantino previously announced that no action will be taken against Israel and that FIFA “should actually never ban any country” from playing soccer “because of the acts of their political leaders.”
In October 2025, Republic of Ireland manager Heimir Hallgrimsson called on Israel to be banned from international competition just like Russia was after its invasion of Ukraine. “I don’t see a difference between FIFA and UEFA banning Russia and not Israel. I don’t see the difference,” Hallgrimssson said at the time. “I am not speaking on behalf of the FAI – I just don’t see the difference.”
He said on Thursday he stands by those comments and will respect any player’s decision not to compete against Israel in the Nations League.
“It’s obviously every player’s decision to play for the national team or not. So, it’s going to be whatever reason that is. It’s every player’s decision if they want to play for the national team or not,” he said, as quoted by the Irish Mirror. “But it’s not my decision if you play or not against them or what decision is taken on a higher level. I am the head coach. I need to focus on the football thing. I hope when we play them, the supporters will support Ireland and support us to do good when we play against them.”
Joanna Byrne, chairperson of Ireland’s soccer club Drogheda United, criticized the FAI for agreeing to play against Israel in the Nations League.
“In November, the FAI voted to submit a motion to UEFA to ban Israel from its European club and international competitions. That was the correct moral and principled position to take,” she said, as reported by the Irish Mirror. “Therefore, I am extremely angry and dismayed that the FAI have confirmed they will play against Israel.”
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Trump Tells Soldiers ‘Fear’ Is Powerful Motivator in Iran Talks as US Moves Second Carrier to Middle East
US President Donald Trump speaks during a visit at Fort Bragg, North Carolina, US, Feb. 13, 2026. Photo: REUTERS/Elizabeth Frantz
President Donald Trump told US troops on Friday that Iran has been “difficult” in nuclear negotiations and suggested that instilling fear in Tehran may be necessary to resolve the standoff peacefully.
“They’ve been difficult to make a deal,” Trump said of the Iranians before an audience of active-duty soldiers at Fort Bragg Army base in North Carolina after US officials said they were sending a second aircraft carrier to the Middle East.
“Sometimes you have to have fear. That’s the only thing that really will get the situation taken care of.”
During his address Trump also referenced the US bombing of Iran‘s nuclear sites last June.
Earlier, he said the deployment of the Gerald R. Ford aircraft carrier, the United States’ newest and the world’s largest, was being made so “we’ll have it ready” should negotiations with Iran fail.
Oman facilitated talks between Iran and the US last week, which a spokesperson for Iran‘s foreign ministry said had allowed Tehran to gauge Washington’s seriousness and showed enough consensus for diplomacy to continue. The date and venue of the next round of US-Iran talks have yet to be announced.
The president traveled to Fort Bragg to meet special forces troops involved in the audacious Jan. 3 operation to seize Venezuelan President Nicolas Maduro.
Maduro, who faces narco-terrorism and drug trafficking charges in US court, denies wrongdoing and maintains he is the rightful leader of Venezuela. In the weeks since the Venezuelan leader’s capture, Trump has worked with Maduro’s interim successor Delcy Rodriguez and sought broad control over the country’s oil industry.
Fort Bragg is home to some 50,000 active-duty soldiers. It also sits in one of the country’s more competitive political states.
Trump’s comments came as the Pentagon moved to send an aircraft carrier from the Caribbean to the Middle East, US officials said on Friday, a move that will put two carriers in the region as tensions soar between the United States and Iran.
The Gerald R. Ford carrier has been operating in the Caribbean with its escort ships and took part in the operations in Venezuela earlier this year.
Asked why a second aircraft carrier was headed to the Middle East, Trump said: “In case we don’t make a deal, we’ll need it … if we need it, we’ll have it ready.”
One of the officials, who was speaking on condition of anonymity, said the carrier would take at least a week to reach the Middle East.
The Gerald R. Ford will join the Abraham Lincoln carrier, several guided-missile destroyers, fighter jets, and surveillance aircraft that have been moved to the Middle East in recent weeks.
The United States most recently had two aircraft carriers in the area last year, when it carried out strikes against Iranian nuclear sites in June.
With only 11 aircraft carriers in the US military’s arsenal, they are a scarce resource and their schedules are usually set well in advance.
In a statement, US Southern Command, which oversees US military operations in Latin America, said it would continue to stay focused on countering “illicit activities and malign actors in the Western Hemisphere.”
Trump had said this week he was considering sending a second aircraft carrier to the Middle East if a deal is not reached with Iran.
On Friday he told reporters he thought that talks with Iran would be successful but warned that “if they’re not, it’s going to be a bad day for Iran.”
The Ford has essentially been at sea since June 2025. It was supposed to be operating in Europe before it was abruptly moved to the Caribbean in November.
While deployments for carriers usually last nine months, it is not uncommon for them to be extended during periods of increased US military activity.
Navy officials have long warned that long deployments at sea can damage morale on ships.
Officials said the administration had looked at sending a separate carrier, the Bush, to the Middle East, but it was undergoing certification and would take over a month to reach the Middle East.
The Ford, which has a nuclear reactor on board, can hold more than 75 military aircraft, including fighter aircraft like the F-18 Super Hornet jets and the E-2 Hawkeye, which can act as an early warning system.
The Ford also includes sophisticated radar that can help control air traffic and navigation.
The supporting ships, such as the Ticonderoga-class guided missile cruiser Normandy, Arleigh Burke-class guided missile destroyers Thomas Hudner, Ramage, Carney, and Roosevelt, include surface-to-air, surface-to-surface and anti-submarine warfare capabilities.