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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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EU-Funded NGO Backed Online Platform Targeting Jewish Businesses in Catalonia
Supporters of Hamas demonstrate outside the Israeli Embassy in Madrid, Oct. 18. Photo: Reuters/Guillermo Yllanes Gonzalez
The controversial online platform mapping Jewish-owned businesses, schools, and Israeli-linked companies in Catalonia, a region in northeastern Spain, was promoted by an EU-funded non-governmental organization.
On Tuesday, NGO Monitor — an independent Jerusalem-based research institute that tracks anti-Israel bias among nongovernmental organizations — released new information showing that Engineers Without Borders – Catalonia (ESF-C) and Universities with Palestine (UAP) jointly promoted the BarcelonaZ project on social media, identifying themselves as its primary backers.
First reported by the local Jewish outlet Enfoque Judío, the interactive map was launched by an unidentified group claiming to be “journalists, professors, and students” on the French-hosted mapping platform GoGoCarto.
As a publicly accessible and collaboratively created online platform, the map marked over 150 schools, Jewish-owned businesses — including kosher food shops — and Israeli-linked as well as Spanish and international companies operating in Israel, labeling them as “Zionist.”
“Our goal is to understand how Zionism operates and the forms it takes, with the intention of making visible and denouncing the impact of its investments in our territory,” the project’s website stated.
According to NGO Monitor’s newly released report, ESF-C is a European Union–funded NGO running a Youth Internship Program subsidized by the Public Employment Service of Catalonia, with 40 percent co-financing from the European Social Fund Plus — the EU’s primary program for funding employment, education, and social initiatives.
The EU Financial Transparency System shows that ESF‑C partnered on two EU grants worth about $2.8 million from 2019 to 2023 and received at least $164,000 in funding.
Jewish leaders in Spain have strongly denounced the BarcelonaZ initiative, warning that it fosters further discrimination and hatred against the community amid an increasingly hostile environment in which Jews and Israelis continue to be targeted.
“The mapping and boycotting of Jewish businesses in Catalonia is an echo of some of the darkest chapters in history, including the prelude to the Holocaust in Nazi Germany,” the Combat Antisemitism Movement’s Director of European Affairs, Shannon Seban, said in a statement.
“The organizers of this initiative put a target on the backs of Spanish Jews, at a time when Jews are being hunted across the globe, as seen so horrifically in Australia just three weeks ago,” she said, referring to the deadly attack on a Hanukkah celebration at Sydney’s Bondi Beach, which killed 15 people and wounded at least 40 others.
“Clear incitement to violence of this nature must not be platformed or tolerated by internet companies or government authorities,” Seban continued.
On its website, ESF-C describes its mission as promoting “a fair international society, which does not exclude anyone,” and highlights its commitment to “non-denominationalism and non-partisanship.” Yet, the NGO’s 2024 annual report also asserts that it “cannot ignore the Palestinian resistance, a clear expression of the struggle for freedom of all oppressed peoples.”
In a social media post, the NGO also accused Israel of “genocide” during its defensive campaign against the Palestinian terrorist group Hamas, describing its platform as “a resource designed to inform, raise awareness, and mobilize the educational and student community in Catalonia.”
“The attacks that began on Oct. 7 have involved water and electricity cuts, the boycott of essential water infrastructure, and the contamination of Palestinian water sources,” ESF-C wrote in an Instagram post, without mentioning the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023, which triggered the war in Gaza.
“The violation of these basic rights is a key weapon used by the State of Israel to perpetuate genocide,” the statement read.
NGO Monitor also revealed that UAP is a network of Catalan faculty- and student-led anti-Israel organizations that co-sponsored the BarcelonaZ project.
Last year, UAP organized a “People’s Court” at Complutense University of Madrid on what it called the “Palestinian genocide,” with attendance from several terror-linked NGOs and individuals, including Samidoun, Masar Badil, Al-Haq, and Raji Sourani, NGO Monitor reported.
Several community organizations have filed complaints with GoGoCarto, demanding the site’s removal and arguing that it violates French laws against hate speech and discrimination.
Earlier this week, GoGoCarto announced it had removed the BarcelonaZ project from its website after local groups denounced the initiative as blatantly antisemitic and dangerous.
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Knesset member from Netanyahu’s party decries ‘new enemy’: Tucker Carlson and Candace Owens
(JTA) — In an address to the Knesset on Monday, Likud lawmaker Dan Illouz decried what he said was a “new enemy” rising within American politics: Tucker Carlson and Candace Owens.
“We are used to enemies from outside. We fight terror tunnels of Hamas. We fight the ballistic missiles of Iran. But today I look at the West, our greatest ally, and I see a new enemy rising from within,” said Illouz, who is originally from Canada originally, in an English address. “I am speaking of a poison being sold to the American people as patriotism. I’m speaking of the intellectual vandalism of Tucker Carlson and Candace Owens.”
Illouz’s comments come as the Republican party has been roiled in recent months by debates over the mainstreaming of antisemitic influencers within the GOP.
טאקר קרלסון וקנדיס אוונס הם לא פטריוטים – הם ונדלים אינטלקטואלים. הם טוענים שהם נלחמים בשמאל הקיצוני, אבל הם בדיוק אותו דבר: אותה שנאה למערב, אותו רלטיביזם מוסרי ואותו ניסיון להחריב את המורשת שלנו ואת המערב. pic.twitter.com/ygN70WtGEw
— דן אילוז – Dan Illouz (@dillouz) January 7, 2026
In October, conservative commentator Tucker Carlson hosted far-right antisemitic influencer Nick Fuentes on his platform, igniting outrage from Jewish conservatives who warned of the growing reach of antisemitic voices.
Owens has long made antisemitic rhetoric a hallmark of her YouTube channel, which has 5.7 million subscribers. A recent analysis of her content by the Jewish People Policy Institute found that three-quarters of her videos that mentioned Jews were antisemitic.
“They claim to fight the woke left. They are no different than the woke left,” said Illouz. “The radical left tears down the statues of Thomas Jefferson, Tucker Carlson tears down the legacy of Winston Churchill. The radical left says Western civilization is evil, Candace Owens says the roots of our faith are demonic. It is the same sickness.”
Carlson and Owens are among the right-wing influencers who have made opposition to Israel a centerpiece of their output, at a time when support for Israel is declining among conservatives, particularly younger conservatives.
In November, Amichai Chikli, the Israeli Diaspora minister, echoed Illouz’s concerns in an interview with the New York Post, telling the outlet that he was “far more concerned about antisemitism on the right than on the left.” The comments were notable because Chikli is himself a right-wing, anti-“woke” warrior who, in a first for Israel, has stoked relationships with far-right European parties that in some cases have ties to the Nazis.
“One of the worst moments was when a popular conservative broadcaster called one of the most vile Holocaust deniers in America ‘one of the most honest historians.’ That legitimizes hate — it normalizes it,” Chikli told the New York Post, appearing to refer to Carlson’s past praise of the Holocaust revisionist Darryl Cooper.
Chikli also warned against the rising influence of Fuentes and Cooper among young Americans.
“Antisemitism has become fashionable for Gen Z,” Chikli continued. “They listen to podcasts, not professors. When people like Nick Fuentes or Darryl Cooper are treated as thought leaders, that’s dangerous. These are neo-Nazis.”
The Times of Israel asked Illouz whether he was worried about appearing to interfere with American politics. “Defending the alliance between America and Israel is not interfering,” he said. “I am in touch with many pro-Israel conservatives who know that Candace and Tucker are a threat to America as much as to Israel.”
Top GOP officials, including Vice President JD Vance, have largely dismissed calls from Jewish conservatives, including Ben Shapiro, and others to draw a line against antisemitic influencers.
“Do you think you are the first to try to delegitimize the Jewish people? We are the people of eternity,” said Illouz toward the conclusion of his address, adding that “we will be here long after your YouTube channels are forgotten dust.”
The post Knesset member from Netanyahu’s party decries ‘new enemy’: Tucker Carlson and Candace Owens appeared first on The Forward.
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Texas Joins Legal Action Against American Muslims for Palestine as Move to ‘Counter Hamas Terrorism’
Texas Attorney General Ken Paxton speaks during AmericaFest, the first Turning Point USA summit since the death of Charlie Kirk, in Phoenix, Arizona, US, Dec. 20, 2025. Photo: REUTERS/Cheney Orr
Texas Attorney General Ken Paxton on Tuesday announced the state would join Virginia and Iowa in the filing of a legal brief against the nonprofit activist group American Muslims for Palestine (AMP) and other organizations which he characterized as “radical” in order “to combat Hamas terrorism.”
“Radical Islamic terrorist groups like Hamas must be decimated and dismantled, and that includes their domestic supporting branches,” Paxton posted on the social media platform X.
“Terrorism relies on complex networks and intermediaries, and the law must be enforced against those who knowingly provide material support,” Texas’s top legal officer added in a statement. “My office will continue to defend Americans who have been brutally affected by terrorism and ensure accountability under the law.”
In November, Texas began more aggressive legal efforts against organizations long alleged by researchers and law enforcement to be part of a domestic Hamas support network in the United States. Gov. Greg Abbott announced on Nov. 18, the designation of the Muslim Brotherhood and the Council on American-Islamic Relations (CAIR) as terrorist organizations.
A month later, Paxton filed a motion defending the designation in court, countering a suit by the Dallas-Fort Worth and Austin chapters of CAIR. “My office will continue to defend the governor’s lawful, accurate declaration that CAIR is an FTO [foreign terrorist organization], as well as Texas’s right to protect itself from organizations with documented ties to foreign extremist movements,” Paxton said at the time.
In its latest statement, Paxton’s office described how on Oct. 8, 2023, one day after Hamas’s invasion of and massacre across southern Israel, the groups AMP and National Students for Justice in Palestine (NSJP) “declared that they were ‘part of’ a ‘Unity Intifada’ under Hamas’s ‘unified command.’”
“Those who have been victimized by Hamas’s terrorism brought claims against the radical groups under the federal Anti-Terrorism Act,” the statement continued. “Attorney General Paxton’s brief is in support of the victims and was filed to ensure terrorist supporters are brought to justice.”
The legal brief references the “unity intifada” and “unified command” sentiments before stating, “They should be taken at their word. And just like their predecessor organizations — convicted or admitted material supporters of Hamas — they should be held accountable.”
The brief charges, “Defendants here are alleged to have provided material support for Hamas, the brutal terrorist regime that not only oppresses millions in Gaza but that also murdered more than a thousand innocents and kidnapped hundreds more. States have an interest in ensuring that valid claims brought under material support statutes are allowed to be litigated in court and that any violators are held accountable.”
Last year, Virginia’s Attorney General Jason Miyares — whose name appears at the lead of the brief — sought to press AMP to reveal its funding sources, which a judge ruled it needed to do May 9, 2025.
The latest brief provides a history lesson about how AMP and NSJP “did not begin their material support for Hamas on Oct. 8, 2023; rather, their material support has been going on for decades — both as the current organizations and through predecessor entities. Indeed, AMP was founded after a predecessor organization and five of its board members were convicted of providing material support for Hamas.” The brief describes the network beginning when “first, the Muslim Brotherhood founded the ‘Palestine Committee’ in 1988 to fund the terrorist organization Hamas.”
This network included “several organizations providing Hamas financial, informational, and political support,” the legal document explained. “Among those organizations were the Holy Land Foundation for Relief and Development and the Islamic Association for Palestine (IAP), organizations founded and controlled by senior members of Hamas leadership.”