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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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South African President Says ‘Boycotts Never Really Work’ Despite BDS Support
South Africa’s President Cyril Ramaphosa attends the 20th East Asia Summit (EAS), as part of the 47th ASEAN Summit in Kuala Lumpur, Malaysia, Oct. 27, 2025. Photo: REUTERS/Hasnoor Hussain
South African President Cyril Ramaphosa insisted that “boycott politics doesn’t work” following the Trump administration’s announced absence from a summit in his country later this month — despite his ruling party’s ongoing support for the boycott, divestment, and sanctions (BDS) movement against Israel.
On Wednesday, Ramaphosa urged US President Donald Trump to reconsider his decision to boycott the G20 Leaders’ Summit, scheduled for Nov. 22-23 in Johannesburg, northeastern South Africa.
Ramaphosa criticized Washington for “giving up the very important role that they should be playing as the biggest economy in the world” in its decision to skip the summit — the first to be held in Africa.
“It is unfortunate that the United States has decided not to attend the G20. All I can say in my experience in politics is that boycotts never really work. They have a very contradictory effect,” the South African leader told reporters outside parliament in Cape Town.
Trump, who has previously accused the South African government of human rights abuses against white minorities — including land seizures and killings — called the decision to host the G20 summit in the country a “total disgrace.”
“No US government official will attend [the summit] as long as these human rights abuses continue,” he wrote in a post on Truth Social.
However, the South African government has strongly rejected any claims of genocide, saying such accusations are “widely discredited and unsupported by reliable evidence.”
Ramaphosa reaffirmed that the summit will proceed as scheduled, regardless of Washington’s absence.
“The G20 will go on. All other heads of state will be here, and in the end, we will take fundamental decisions. And their absence is their loss,” he said.
“The US needs to think again whether boycott politics actually works, because in my experience, it doesn’t work. It’s better to be inside the tent rather than being outside the tent,” he continued.
Despite such claims, Ramaphosa’s ruling African National Congress (ANC) party has officially endorsed the BDS campaign against Israel for years.
The BDS movement seeks to isolate the Jewish state internationally as a step toward its eventual elimination. Leaders of the campaign have repeatedly stated their goal is to destroy the world’s only Jewish state.
In 2012, the ANC announced its full backing of the BDS movement, urging “all South Africans to support the programs and campaigns of the Palestinian civil society which seek to put pressure on Israel to engage with the Palestinian people to reach a just solution.”
Following Ramaphosa’s comments this week, it remains unclear why he continues to back anti-Israel boycotts if he believes they don’t work.
Since the start of the war in Gaza, the South African government has been one of Israel’s fiercest critics, actively confronting the Jewish state on the international stage.
Beyond its open hostility toward Israel, South Africa has actively supported Hamas, hosting officials from the Palestinian terrorist group and expressing solidarity with their “cause.”
In one instance, Ramaphosa led a crowd at an election rally in a chant of “From the river to the sea, Palestine shall be free” — a popular slogan among anti-Israel activists that has been widely interpreted as a genocidal call for the destruction of the Jewish state, which is located between the Jordan River and the Mediterranean Sea.
Since December 2023, South Africa has also been pursuing its case before the International Court of Justice accusing Israel of committing “state-led genocide” in its defensive war against Hamas in Gaza.
Israeli leaders have condemned the case as an “obscene exploitation” of the Genocide Convention, noting that the Jewish state is targeting terrorists who use civilians as human shields in its military campaign.
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Peter Beinart Lambasted by Leading Anti-Israel Activist for Calling Antisemitism a ‘Real Social Phenomenon’
Peter Beinart, a prominent anti-Israel writer, being interviewed in January 2025. Photo: Screenshot
One of the most notorious anti-Israel activists in the US has castigated prominent Jewish writer Peter Beinart, a strident critic of Israel himself, for describing antisemitism as a “real” phenomenon rather than a political tool.
The fracas began on Nov. 5, when Nerdeen Kiswani, the founder of the radical anti-Israel organization Within Our Lifetime (WOL), attacked New York City Mayor-elect Zohran Mamdani, another anti-Israel activist, on social media, posting that Mamdani’s condemnation of swastika graffiti spray-painted outside a Jewish school in Brooklyn the day after his election victory. In his tweet, Mamdani called the vandalism “disgusting and heartbreaking” and said he will “always stand steadfast with our Jewish neighbors to root the scourge of antisemitism out of our city.”
Kiswani took issue with Mamdani’s statement, despite the mayor-elect’s fierce opposition to the Jewish state.
There’s no “scourge of antisemitism” in NYC. Acts like these, while reprehensible, are often weaponized to justify Zionist narratives and repression of Palestine solidarity. Many past “antisemitic” scares turned out to be fake, like the Israeli Jewish teenager who made hundreds… https://t.co/gwuKcpT584
— Nerdeen Kiswani (@NerdeenKiswani) November 5, 2025
Swastikas were found painted on the exterior walls of Magen David Yeshiva, a Jewish school in Brooklyn, in the early morning on Nov. 5, in what police are investigating as a hate crime. Surveillance footage reportedly shows a man on a bicycle scrawling the antisemitic symbols before fleeing the scene. The incident came just hours after Mamdani was elected mayor of New York City, prompting renewed concern over rising antisemitic acts across the city.
Beinart chided Kiswani, asserting that antisemitism is in fact a “real social phenomenon” that needs to be countered. He pointed to the growing popularity of antisemitic streamer Nick Fuentes as evidence of societal antisemitism on the rise.
“Your response to a swastika at a yeshiva is to condemn the mayor for condemning it? Because that might imply that antisemitism is a ‘real social phenomenon?’” Beinart wrote. “Yes, like other bigotries, it’s a ‘real social phenomenon.’ If you don’t believe me, ask the 1 million people who follow Nick Fuentes on this platform.”
In her retort, Kiswani clarified that while she found the swastika graffiti “reprehensible,” she took issue with Mamdani asserting that antisemitism is a “problem in NYC.” She argued that Jews weaponize antisemitism to silence critics of Israel and accused Beinart of using the plight of Palestinians to sell books.
In his new book, Being Jewish After the Destruction of Gaza: A Reckoning, Beinart writes that Jewish texts, history, and language have been “deployed to justify mass slaughter and starvation [of the population of Gaza].”
“I took issue with the implication that there’s an antisemitism problem in NYC and cited Norman Finkelstein on the idea that it’s not a social phenomenon. He talks about it in the context of the US, I referenced NYC,” Kiswani wrote, referencing another prominent anti-Zionist.
You really have some nerve, grifting and writing books about “after” the genocide of my people as it’s still ongoing, to completely reframe what I was saying. I never condemned his condemnation of the graffiti, I explicitly called it reprehensible myself. I took issue with the… https://t.co/Gx52RnGsyx
— Nerdeen Kiswani (@NerdeenKiswani) November 7, 2025
New York City has experienced a surge in anti-Jewish hate crimes since the Palestinian terrorist group Hamas’s Oct. 7, 2023, massacre across southern Israel, amid the ensuing war in Gaza.
“There’s no structural disadvantage to being Jewish like there is to being Palestinian, and you know that. You’re being purposely obtuse. You can pander to the anti-genocide line but you’re still a liberal zionist [sic],” she continued, further attacking the Jewish academic.
“Peter Beinart calling Palestinians antisemites while claiming to ‘recognize our suffering’ shows what liberal Zionism really is: a project to save Zionism’s legitimacy, not dismantle its violence. It’s the rebranding of supremacy into something palatable, the illusion of moral balance while genocide continues,” Kiswani added.
Kiswani has called for the expulsion of Zionists from all public spaces and for Israel to be “wiped off the map.” Leadership for WOL has repeatedly expressed support for terrorist groups such as Hamas and for violence against Israel, defending Hamas’s Oct. 7, 2023, invasion of and massacre across southern Israeli communities. Previously, Kiswani reprimanded US Rep. Alexandria Ocasio-Cortez (D-NY), one of the foremost critics of Israel in the US Congress, as a “genocide apologist” for honoring the victims of the Nova Music Festival, where hundreds of Israelis were murdered and dozens were kidnapped by Hamas-led Palestinian terrorists during the Oct. 7 atrocities.
Beinart, meanwhile, has established himself as one of the most prominent anti-Zionist public intellectuals in the US in recent years. As a contributing opinion columnist for the New York Times, he penned an op-ed for the newspaper disavowing his previous support for Israel, claiming that he “no longer believes in a Jewish state.” He has accused Israel of oppressing Palestinians and erecting an “apartheid” state built on the notion of ethnic supremacy.
Though Beinart has condemned the Hamas-led massacre, he has also compared the deadliest day for Jews since the Holocaust to the Haitian Slave Revolt and Warsaw Ghetto Uprising, arguing that Israel’s alleged “oppression” of Palestinians led to the Oct. 7 invasion. He has also accused Israel of perpetrating a “genocide” in Gaza.
Some observers noted on social media that Kiswani’s attacks against Beinart were an example that “for those who object to Jewish peoplehood to begin with, no Jew will ever be anti-Zionist enough.”
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Trump has degraded American democracy. Now he’s aiming for Israel
President Donald Trump is trying to persuade Israeli President Isaac Herzog to pardon Israeli Prime Minister Benjamin Netanyahu. In doing so, he is asking Israel to become an illiberal state, rather than a democratic one — the same change he is working to bring to his own country.
In writing to Herzog earlier this week, Trump — himself a convicted felon on 34 counts — used the same conspiratorial rhetoric he has peddled in the United States to describe Netanyahu’s charges of bribery, fraud and breach of trust. The case is a “political, unjustified prosecution,” he wrote. During a recent 60 Minutes interview, Trump said he would “be involved” in Netanyahu’s trial to “help him out.”
It would be a problem for any foreign government to seek to interfere in Israel’s domestic judicial system. But Trump’s overstep threatens to weaken Israel’s already fragile democracy by impugning the legitimacy of its legal system and insisting that the country’s prime minister is beyond accountability.
Herzog essentially rejected Trump’s request, but his response was tepid, stating that pardons must only be made “in accordance with established procedures.” He made no denunciation of foreign interference in Israel’s domestic affairs, no affirmation of the integrity of Israel’s judicial system and certainly no repudiation of Netanyahu’s relentless efforts to avoid his day in court, including by repeatedly seeking to have his hearings delayed.
Herzog should have. There are broad swaths of Israeli society that yearn to see Netanyahu brought to justice, not just on corruption charges, but also for the disastrous choices that helped prime the ground for the Hamas attack of Oct. 7, 2023. But there are others, primarily among the far-right parties aligned with Netanyahu, who will seize upon any chance to help him extend his hold on power.
Already, the far-right Minister of National Security Itamar Ben-Gvir has urged Herzog to follow through on Trump’s request.
“The fabricated and disgraceful indictments against Prime Minister Netanyahu have long since turned into an indictment against the prosecution, whose disgrace and crimes are exposed in the trial every day,” Ben-Gvir tweeted. “A pardon in this case is the right and urgent thing to do. President Herzog, listen to President Trump!”
Dissuading Ben-Gvir and his ilk, and taking the firm stance that the process of justice must play out on its own terms, is essential. Because the fissures in Israel’s governmental system run far deeper than many realize — which works in Netanyahu’s favor.
The charges against Netanyahu have been methodically investigated by prosecutors over many years. He is accused of accepting some $300,000 in gifts to influence the country’s tax law, and discussing a quid pro quo for favorable coverage with both the news site Walla! and the Israeli newspaper Yediot Aharonot.
Despite the evidence that supports these assertions, Netanyahu, mirroring Trump’s rhetoric, insists the prosecution is corrupt, and evidence that a liberal “deep state” controls the country — a move from the authoritarians’ playbook, designed to erode public trust in independent institutions.
Unfortunately, it’s working.
In 2025, Israeli researchers Asif Efrat and Omer Yair found that about one-third of Israelis believe Netanyahu’s unsubstantiated claims in a shadow rule over the country. Those numbers soar to roughly 50% among voters of Netanyahu’s current coalition.
Efrat and Yair see that data as a warning sign. Support for such conspiracies can “weaken public trust in the legal system, the bureaucracy, and the security forces,” they write. “It would allow the government to thwart the actions of these bodies and even take control of them.”
This is what Anne Applebaum, the award-winning journalist and historian, warns about in her book, Twilight of Democracy: The Seductive Lure of Authoritarianism.
Applebaum describes how authoritarians take “major steps toward the destruction of independent institutions.” They harness more and more power by repeating conspiracy theories that embolden their desire to circumvent the rules.
Two years ago, during the country’s judicial overhaul uproar, Applebaum saw reason to fear Israel backsliding into “an undemocratic Israel, a de facto autocracy.” Netanyahu and his government responded at the time “in the way that all autocratic populists react to any challenge” — with intransigence, accusations of disloyalty and strategic circumvention.
In Trump’s view, pardoning the prime minister would ensure “his attention” is not “unnecessarily diverted.” Then, Netanyahu could “unite Israel” once and for all.
Even ignoring the fact that Netanyahu has never been a unifying figure, such a position overlooks the price Israeli democracy will pay by allowing its leader to flagrantly violate and disrespect its rules.
Netanyahu is not a figure who respects law, democracy, or checks and balances. Trump’s pushing for a pardon will only embolden his Israeli counterpart’s worst instincts.
Right now, as Israel recovers from a devastating two-year war and seeks to regain its international footing while paving a future for Gaza, the country cannot afford to spiral into a deeper anti-democratic crisis.
The people of Israel must stand against Trump and Netanyahu’s plot and reject any efforts to undermine the country’s liberal democracy.
Netanyahu has long tested the elasticity of Israeli democracy. Trump’s single-page letter could be the catalyst to push it past its breaking point.
The post Trump has degraded American democracy. Now he’s aiming for Israel appeared first on The Forward.