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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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From UK to the Balkans, Europe Faces Wave of Antisemitic Attacks at Jewish Sites
A person holds a sign near the scene where four ambulances belonging to Hatzola, a Jewish community organization, were set on fire in an incident that the police say is being treated as an antisemitic hate crime, in northwest London, Britain, March 23, 2026. Photo: REUTERS/Isabel Infantes
A growing wave of antisemitic attacks has swept across Europe in recent weeks, with a string of incidents targeting Jewish sites in multiple countries underscoring an increasingly hostile climate and a rise in targeted violence against Jewish communities.
On Wednesday, London police arrested two suspects following an attempted arson attack on a synagogue in the north of the British capital, in the latest in a series of antisemitic incidents that have deepened alarm and unease among Jews across the country.
According to British authorities, two individuals wearing dark clothing and balaclavas approached Finchley Reform Synagogue in north London late Tuesday night and threw a brick and two bottles suspected of containing petrol at the building.
Authorities confirmed no damage or injuries were reported after neither of the bottles ignited. Working in coordination with Counter Terrorism Policing London, local police have launched an investigation, treating the incident as an antisemitic hate crime.
Cantor Zöe Jacobs, a leader at the synagogue, strongly condemned the attack, calling it a deeply troubling attempt to target the Jewish community and a stark reminder of the growing climate of hostility and fear across the United Kingdom.
“This is clearly an attempt to intimidate the British Jewish community, but we will not be deterred by these cowardly acts. Instead, we will continue to prioritize building bridges across the wider Barnet community,” Jacobs said in a statement.
This latest incident followed an arson attack on ambulances run by a Jewish charity in London last month, amid a broader upsurge in antisemitism over the last two years, in the wake of the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
Detective Chief Superintendent Luke Williams, who leads policing in the area, assured the community that increased patrols in the Finchley area will continue, alongside ongoing monitoring and preventative measures.
“I hope the swift action by officers today to identify and arrest two people provides some reassurance and demonstrates how seriously we take attacks of this nature,” Williams said in a statement.
Meanwhile, more than a thousand miles away, North Macedonia’s only synagogue was targeted in a separate attempted arson attack in Skopje, the country’s capital, on Sunday night. The attack is believed to be the country’s first antisemitic incident since World War II.
According to local media reports, the Beth Yaakov Synagogue — the country’s only functioning Jewish house of worship, consecrated in 2000 — was targeted by two unknown individuals who threw firebombs at the building, leaving the synagogue’s door and courtyard scorched by fire.
Police reported that surveillance footage showed two suspects climbing a fence, pouring fuel, and throwing a firebomb before fleeing, with investigators later recovering a fuel canister at the scene but so far failing to identify those responsible.
Pepo Levi, the president of the local Jewish community, strongly condemned the attack, calling it a disturbing act of violence and an alarming escalation in targeted hostility.
“This act represents a serious attack not only on our community’s safety, but also on the principles of religious freedom, dignity, and peaceful coexistence that we have upheld for generations,” Levi said in a statement.
With a total population of around 1.8 million people, North Macedonia is home to approximately 200 Jews, nearly all based in Skopje. Before the Holocaust, the country was home to nearly 8,000 Jews — with around 3,000 in Skopje — and five synagogues in Bitola.
Synagogues have increasingly been targeted in acts of vandalism and violence amid a broader surge in antisemitism worldwide, with a mounting wave of incidents reported from Belgium, the Netherlands, the United States, and Australia.
In northern Romania, a Jewish cemetery and final resting place of Rabbi Hillel Pollak, a disciple of the Chatam Sofer and author of Kodesh Hillulim, was vandalized by unknown perpetrators this week.
According to local media reports, 14 gravestones were toppled at the cemetery in the city of Reghin in the Transylvania region, with no suspects identified or arrested so far.
The European Jewish Congress strongly condemned the incident, calling it a disturbing act of vandalism and part of a worrying pattern of attacks on Jewish heritage sites across Europe.
“This desecration is part of a broader pattern of antisemitic incidents targeting Jewish heritage sites across Europe. Attacks on cemeteries not only damage property but also show a profound disrespect for memory, history and the dignity of the deceased,” the statement read.
A Jewish cemetery in Reghin, northern Romania, has been vandalised, with 14 gravestones toppled by unknown perpetrators.
The site includes the grave of Rabbi Hillel Pollak, a prominent historical figure. Romanian authorities have opened an investigation and no suspects have been… pic.twitter.com/oc5k2pmR3R
— European Jewish Congress (@eurojewcong) April 15, 2026
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Israeli Legal Group Files ICC Complaint Against Spain’s Sánchez Over Alleged Dual-Use Weapons Exports to Iran
Spanish Prime Minister Pedro Sanchez speaks during a press conference after attending a special summit of European Union leaders to discuss transatlantic relations, in Brussels, Belgium, Jan. 23, 2026. Photo: REUTERS/Yves Herman
An Israeli legal advocacy group has filed a complaint with the International Criminal Court seeking an investigation into Spanish Prime Minister Pedro Sánchez over allegations that Spain supplied weapons-related materials to Iran’s Islamist regime, potentially implicating him in alleged war crimes.
Filed by Shurat HaDin, an Israel-based non-governmental organization that pursues terrorism-related cases, the lawsuit claims Spain supplied “equipment and components used by Iran’s regime and its proxy forces for military purposes” amid widening regional escalation across the Middle East.
According to data from Spain’s Ministry of Trade, the Spanish government exported more than €1.3 million worth of dual-use materials to Iran in 2024 and the first half of 2025, including explosive components, laboratory reagents, and specialized control software.
Since Sánchez took office in 2018, official data indicates Spain has authorized roughly $7 million in dual-use exports to Iran with potential military and nuclear applications, and machinery shipments alone reached about $80 million in 2024.
Shurat HaDin argues such exports occurred despite a “well-documented” pattern of Iranian support for terrorist groups across the region, including Hezbollah, Hamas, and the Houthis.
Under international law, states or entities that supply essential components enabling the operation of weapons systems may be held liable for aiding and abetting war crimes, even when those items are formally classified as dual-use goods.
“These materials are not innocent industrial products, but critical components that enable explosive devices to function, and they were transferred in circumstances where their use for attacks against civilians was foreseeable and reasonable,” Shurat HaDin said in a statement.
Spain’s Prime Minister is now facing a complaint at the International Criminal Court.
Shurat HaDin has filed an ICC complaint against Pedro Sánchez, alleging Spain enabled the transfer of dual-use components to Iran worth €1.3 million.
These dual-use components are not… pic.twitter.com/dJVilxR6Y6
— Shurat HaDin – שורת הדין (@ShuratHaDin) April 15, 2026
The Israeli organization also pointed to a recent Iranian propaganda campaign depicting a missile aimed at “US-Israeli assets” alongside a message thanking the Spanish leader, citing it as further evidence of what it describes as growing political alignment between the two countries.
With regional tensions continuing to escalate, Shurat HaDin is calling on the ICC to open a formal investigation and issue an arrest warrant against Sánchez, as well as to examine the involvement of other officials in export decisions.
This lawsuit comes amid already strained relations between Israel and Spain that began with the war in Gaza and have deepened through the conflict with Iran and wider regional escalation.
From unilaterally recognizing a Palestinian state to repeatedly branding the war in Gaza a “genocide,” Madrid has been pursuing a fierce anti-Israel campaign aimed at undermining and isolating the Jewish state on the international stage.
In one of its most controversial recent moves, the Spanish government announced last week the reopening of its embassy in Tehran, just a few weeks after it permanently withdrew its ambassador from Israel.
Sánchez has publicly condemned Israeli strikes in Lebanon and the widening regional escalation tied to the Iran conflict, renewing calls for the European Union to suspend its association agreement with Israel and urging an end to “impunity for [Israel’s] criminal actions.”
The Spanish leader also accused Israeli Prime Minister Benjamin Netanyahu of breaching basic humanitarian norms, saying his “contempt for life and international law is intolerable.”
Last week, Israel expelled Spain from the United States’ Civil-Military Coordination Center (CMCC) in Kiryat Gat, a hub established to coordinate humanitarian operations in the Gaza Strip, in response to Madrid’s increasingly anti-Israel stance and continued hostility toward the Jewish state.
Despite being a NATO ally, Spain had also recently closed its airspace to US aircraft involved in what officials described as a “reckless and illegal confrontation,” and barred Washington from using its bases for military operations against the Iranian regime.
As the local Jewish community continues to face an increasingly hostile climate and targeted violence, Sánchez has drawn mounting criticism from political opponents and Jewish leaders who accuse his rhetoric of fueling antisemitic hostility across the country.
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JD Vance Argues Against the Pope’s Calls for Peace As Iran’s LEGO AI Videos Stoke America’s Religious Divisions
An Iranian propaganda video attacks President Donald Trump in response to social media postings critical of the Pope and regarded as insensitive to Christians. Photo: Screenshot.
Vice President JD Vance, who converted to Catholicism in August 2019 at age 35 criticzed Pope Leo’s call for peace between the United States and Iran, another example of growing religious disagreements among Christians which Iranian propagandists have sought to exacerbate in new propaganda videos.
On Thursday at an event organized in Georgia by conservative activist group Turning Point USA, Vance said when asked about the head of his church disagreeing with President Donald Trump’s policies, “I do think we have to remember that each of us has our own role. I’m the Vice President of the United States. The fundamental way I understand my role is I’m trying to take the lessons, the moral truths that are rooted in Christianity and I’m trying to apply to a whole host of complicated real world scenarios.” Tepid applause broke out in response with Vance then thanking the crowd.
The Vice President’s comments came in the days following social media postings from Trump which included a broadside against Pope Leo and an AI-generated image depicting the Commander-in-Chief wearing white and red flowing robes as he placed one of his glowing hands on the head of a sick man. Trump later removed the image following the criticism of longtime Christian members of his Make America Great Again (MAGA) movement.
Iran took advantage of the social media kerfuffle, on Wednesday the Iranian embassy in Tajikistan posted an AI animation which took the original image and modified it to mock Trump.
Another propaganda video released by a pro-Iran group this week also responded to Trump’s social media postings about the Pope and the Jesus image, again deploying the AI-generated animation style depicting the president and other American officials as LEGO characters while a soundtrack delivers rhyming insults.
The Occupy Democrats Facebook group which has 11 million followers celebrated another pro-Iran propaganda video that has started circulating online.
While the president’s opponents on the progressive left may enjoy Iran’s jabs at Trump, the video’s themes casting him as an enemy of Christianity seek to exacerbate pre-existing intra-theological conflicts among the MAGA base.
This year, other recent Catholic converts — notably far-right podcaster Candace Owens and her supporter Carrie Prejean Boller, the former beauty queen contestant ejected from a White House Religious Liberty Panel on antisemitism following her questioning about Christian Zionism — have also advanced positions counter to Catholic teachings.
Prejean Boller claims that Zionism and Catholicism are incompatible, writing on X after her dismissal from the panel that “I will continue to stand against Zionist supremacy in America. I’m a proud Catholic. I, in no way will be forced to embrace Zionism as a fulfillment of biblical prophesy [sic]. I am a free American. Not a slave to a foreign nation.”
In response to her actions, the group Catholics for Catholics awarded Prejean Boller a “Catholic Champion” award at its gala, an event also featuring Owens and Joe Kent, the recently-resigned director of the National Counterterrorism Center who has suggested that Israel controls America’s foreign policy and may have have had a hand in the Sept. 10, 2025 assassination of Turning Point USA chief Charlie Kirk.