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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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After New York stabbing, Netanyahu says Mamdani is making Jews less safe
Israeli Prime Minister Benjamin Netanyahu accused New York City Mayor Zohran Mamdani of “fomenting” hate and making Jews less safe through his fierce criticism of Israel. Netanyahu suggested the mayor’s rhetoric on the Gaza war contributed to the climate that led to Thursday’s stabbing of an Orthodox man outside a Manhattan synagogue.
“I don’t think it’s accidental that after he made this hate speech against Israel and against me, the next day a Jew is stabbed coming out of a synagogue,” Netanyahu said Sunday morning on Fox News.
Authorities said the suspect, Jose Morales, 51, allegedly yelled “Allahu Akbar” as he stabbed an Asian man in the back with a knife and an Orthodox man in the torso with a screwdriver before being subdued and arrested. Morales was arraigned Friday on several hate crime charges and was held without bail. Both victims were hospitalized and are expected to recover.
Investigators have not publicly linked the suspect’s motives to the mayor’s comments in a video address last week conceding he did not have the authority to arrest Netanyahu when he visits the city for the United Nations General Assembly in September, while also calling Netanyahu a war criminal and accusing him of orchestrating a genocide. Mamdani encouraged New Yorkers to protest instead.
The controversy has also been fueled by reports that members of Mamdani’s inner circle believed long before the legal review was completed that the city lacked the authority to arrest Netanyahu. Despite that, Mamdani proceeded with the review and used a mayoral address to announce the legal conclusion while renewing his criticism of the war in Gaza. Critics say the episode was a calculated political move aimed at energizing the pro-Palestinian and progressive base that helped elect him. The speech drew more than 200 million views across social media.
Speaking outside the Manhattan synagogue on Friday, Jewish leaders and some prominent rabbis expressed concern that the comments risked endangering Jewish New Yorkers, the largest concentration of Jews in the United States.
Netanyahu escalated his feud with Mamdani by directly linking the mayor’s embrace of the International Criminal Court’s case against him to the rise in antisemitism. “I speak to Jewish Americans in New York, and they’re afraid right now,” Netanyahu said. “I speak to quite a lot of my friends, and they say, ‘Look, it’s like a different world. We’re afraid to go into the streets. We certainly do not want to wear yarmulkes or any clothing that would give away that we’re Jews.’”
The Israeli leader further accused Mamdani of “basically supporting” Hamas, despite the mayor describing the Oct. 7, 2023, attack on Israel as a “horrific war crime” that should be opposed “with every single fiber of our being.” Asked on Thursday whether he considers the Hamas massacre a genocide, Mamdani stopped short of using that term.
“The genocide charge belongs to our enemies,” Netanyahu said in the Sunday interview. “What we are doing is try to fight this genocidal terrorist organization that embeds itself among civilians.”
Netanyahu (6 minutes ⬇️) accuses Mamdani of fueling antisemitism by embracing ICC case:
“He’s fomenting hate… I speak to Jewish Americans in New York, and they’re afraid right now. And I don’t think it’s accidental that after he made this hate speech against Israel and against… pic.twitter.com/qjb5uj4xNM
— Jacob N. Kornbluh (@jacobkornbluh) July 26, 2026
The latest clash shows how the war in Gaza has become one of the biggest political issues of Mamdani’s administration. His outspoken criticism of Israel has won support from progressives but has also deepened tensions with many Jewish leaders, who say his rhetoric has made an already difficult climate even worse. In an interview on Thursday, Mamdani suggested that New Yorkers “have been aghast at this genocide over the last few years, and not only the continued denial of that genocide but also the fact that it continues itself.”
A recent Associated Press survey conducted before Mamdani’s recent comments found that Mamdani, who won just 26% of the Jewish vote in last year’s mayoral election, is viewed more favorably by American Jews than Netanyahu, who is facing a tough reelection in October.
Netanyahu is expected to visit Washington, D.C., on Monday for a meeting with President Donald Trump and attend the funeral of Sen. Lindsey Graham, a close political ally.
Despite acknowledging he cannot arrest Netanyahu, Mamdani has vowed to continue speaking out against the Israeli leader ahead of his expected appearance at the United Nations this fall. Netanyahu said Sunday that he still intends to travel to New York “to speak the truth” and defend Israel before the international body.
The post After New York stabbing, Netanyahu says Mamdani is making Jews less safe appeared first on The Forward.
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Israel’s shameful West Bank front
Two mosques burned in the West Bank on Sunday.
One, in the village of Qusra south of Nablus, was torched and defaced with graffiti reading “Revenge for Benayahu,” referring to Benayahu Mellet, who was killed in the deadly clashes near the village of Tel two days earlier. Another mosque, in the village of Kur, was also set ablaze. Cars were burned. Fields were set on fire. Elsewhere, according to witnesses, extremist settlers blocked a major road, attacked Palestinian motorists, and allegedly did so in full view of Israeli security forces. No arrests were reported.
In the incident on Friday, villagers had confronted armed settlers who had entered the village in a provocation, triggering a gun battle that left two Israelis and four Palestinians dead. The clash was the latest in an escalating wave of settler-Palestinian violence that has killed dozens of Palestinians and wounded hundreds this year, according to the United Nations and the Palestinian Authority — and not denied by Israel.
The images should horrify every Israeli and Jew. Not because they will generate another round of hostile headlines abroad, though they certainly will. Not because Hamas or Iran will exploit them for propaganda, though they will. They should horrify Israelis because they reveal a sickness that has been growing inside the Jewish state for years — one that the Netanyahu government has failed to confront, and some would say abetted.
For all the disasters that have befallen Israel in recent years, few have been as shameful as the tolerance of violent Jewish extremism in the West Bank. This is no longer a matter of isolated “price tag” attacks or a handful of hooligans. It has become a persistent phenomenon that includes the burning of places of worship, attacks on civilians, destruction of homes and farmland, vigilante raids into Palestinian villages, and organized acts of intimidation designed to terrorize entire communities. Sometimes it results in deaths, almost always in material damage, and without exception in reputational damage. Whatever political cause its perpetrators imagine they are serving, they are inflicting immense damage on Israel itself.
Two arrests were reported by Israeli police for the latest widespread mayhem – far from a crackdown; if past is prologue, those detained will soon be released. There have been no known convictions for the murder of Palestinians by radical settlers; a security apparatus that knew the exact location of Iranian leaders could not, apparently, find the perpetrators.
This is a moral failure and a national security disaster. At the very moment Israel is preparing for the possibility of renewed confrontation with Iran, remains engaged against Hamas, and continues to try to deter Hezbollah, it is simultaneously forced to contend with Jewish extremists opening yet another front. Every burned mosque, every unauthorized raid into a Palestinian village, every revenge attack requires soldiers, commanders, intelligence assets, and police resources. Every incident inflames the West Bank precisely when Israel can least afford another arena of instability.
The latest violence illustrates the pattern. And every burned mosque and vigilante actions helps Hamas and strengthens Iranian propaganda. Every assault on innocent Palestinians makes Israel’s diplomatic task immeasurably harder. Israel’s enemies could scarcely invent a more effective narrative than the one Jewish extremists hand them themselves.
Israel’s security establishment understands this better than anyone.
Reserve Major General Gadi Shamni, who commanded the IDF’s Central Command and served as the army’s top officer in the West Bank, warned on Israel Radio that the military has too often looked the other way while influential members of the government have effectively encouraged the radical fringe.
Shamni also described what he sees as the strategic vision animating the most extreme elements of the settler movement: gradually forcing Palestinians into disconnected islands of “Area A” autonomous zones while emptying much of the rest of the West Bank in preparation for eventual annexation.
If that assessment is correct, it represents one of the most cynical political projects imaginable.
Apart from its profound moral implications, it would guarantee perpetual conflict. It would invite international isolation, deepen Israel’s demographic and diplomatic dilemmas, and condemn another generation of Israelis to policing an endless insurgency. It is a blueprint for permanent instability.
Defenders of the government cry foul when settlers are criticized, claiming that the vast majority of them reject violence and are not responsible for the crimes committed by a handful of extremists. This is a misleading presentation.
Sure, most of the half million “settlers” are living in communities close to the pre-1967 border which Israel expects to receive in border swaps as part of any future two-state deal. But the 20% or so living well beyond the “security fence” line, deep inside the West Bank, are another matter.
Many of them are deeply committed ideologues who, in the best-case scenario, envision a future of permanent subjugation of the Palestinians. Moreover, those who dream of the Palestinians leaving altogether, one way or another, are not a handful, as I know very well from countless off-the-record conversations. And the radicals who commit actual crimes are quietly backed by a massive infrastructure that is run by radical Cabinet ministers with real political power. So the violent fringe has acquired influence wildly disproportionate to its numbers — and is serving a vile cause with real support.
That influence is visible not only in the attacks themselves but also in the willingness of prominent politicians to minimize them, excuse them, or rally publicly behind individuals accused of serious violence against Palestinians. Such gestures send a devastating message: that political loyalty may matter more than the rule of law.
It is a tragic indication of the foresight of the late Israeli philosopher Yishayahu Leibowitz, who warned over a half century ago that the occupation will eat away at Israel’s decency and democratic character.
The ideological ancestry of much of this movement leads back to Rabbi Meir Kahane, whose Kach movement was eventually banned from the Knesset because of its openly racist platform. Even former Prime Minister Yitzhak Shamir — a career Likud politician, former underground fighter, and hardly a man of the political left — refused to remain in the Knesset chamber while Kahane spoke.
How far Israel has fallen that ideas once considered beyond the pale increasingly receive sympathy, protection or political indulgence.
The irony is, of course, that those who proclaim themselves the fiercest defenders of Israel are among those inflicting some of its deepest wounds. They weaken Israel’s international standing, strengthen its enemies, undermine society’s resolve, force young Israeli soldiers into impossible situations and stain Judaism itself.
The burned mosques of Qusra and Kur are another indication of what is at stake in the Oct. 27 election. If the opposition comes to power, this will not be tolerated any more.
The post Israel’s shameful West Bank front appeared first on The Forward.
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Troy Jackson wins Maine Democratic Senate nomination, keeps mum on Israel, AIPAC
(JTA) — BANGOR, Maine – Troy Jackson accepted the Democratic nomination for Maine’s U.S. Senate race on Saturday with no mention of Israel, sidestepping an issue that has become a focal point for many Maine Jews as they assess the party’s new standard-bearer.
Jackson secured the nomination in a landslide 566 to 5 vote by delegates at the nominating convention. Saundra Pelletier, the only remaining challenger after the rest of the field dropped out in the days leading up to the gathering, picked up the handful of votes that didn’t go to the winner.
While Jackson took several shots during his acceptance address at Sen. Susan Collins, the incumbent Republican he will now face in the general election, it was Pelletier who used her remarks to specifically malign Collins’ voting record on Israel.
“She voted to increase federal funding in defensive arms for Iran, and did not vote to take moderate measures to hold Netanyahu accountable,” Pelletier said, receiving a chorus from the crowd.
The victory for Jackson came after the state’s former Democratic nominee, Graham Platner, a staunch Israel critic, left the race earlier this month amid a sexual assault allegation, which he has denied. The resulting scramble to replace him upended the Democratic primary and prompted fresh scrutiny from Jewish Mainers of Jackson’s recent evolution on Israel.
Jackson, a former state lawmaker and union advocate, had previously said little publicly about the Israeli-Palestinian conflict during his two-decade career in state legislature. However, during the race to replace Platner, he has embraced the term “genocide” to describe Israel’s war in Gaza and called for an end to U.S. military aid to Israel on his campaign website, both positions championed by Platner before his exit. Jackson also has said he wouldn’t accept any funding from AIPAC.
But on Saturday, as a sea of supporters sporting his campaign’s blue and yellow “Troy Jackson” t-shirts cheered their new nominee, Jackson omitted any mention of Israel from his remarks. Instead, Jackson reaffirmed his commitments to passing Medicare for all, supporting union rights and restoring abortion rights nationwide, among other issues.
During his address following the decisive victory, Jackson also offered a message to Maine voters who remain on the fence:
“Whether you supported me from the beginning, supported another candidate, or are still deciding what you think of this fifth-generation logger from Allagash,” Jackson said. “I’ve always known this, that your trust has to be earned, and so I want you to hear this directly from me. There is a place in this campaign for all of you. There is work for you in this movement, and I will spend every day, now through November, earning that trust because today we turn the page.”
Amy Fried, a professor emerita of political science at the University of Maine who attended Saturday’s conference as an alternate delegate but did not cast a ballot, said that while she believed Jackson had addressed Israel in the lead-up to Saturday because “a lot of people are interested in the topic,” his speech reflected the issues he had been “concerned about his whole political career.”
“Obviously, he’d have to take votes on foreign policy and funding when he’s in the Senate,” Fried said. “But I think that his main interest is always in issues that have to do with housing and healthcare, you know, all of the matters that are sort of more day-to-day kitchen table issues.”
While Jackson avoided revisiting his recent stances on Israel, which have raised concern among some Jewish voters in Maine, about a dozen pro-Palestinian protesters rallied outside the convention hall in support of his candidacy.
“It’s a really positive step that you have nominated Troy Jackson,” one protester shouted through a megaphone. “I think he’s going to be a strong voice for the kind of values that I believe in and the people of Palestine, the children of Iran, and all the other places the U.S. bombed.”
Ronna Lugosch, a 71-year-old Jewish grandmother and delegate from Round Pond, Maine, said that she was “more excited now than I was before” about Jackson’s candidacy.
Lugosch, who supports Jackson’s stances on Israel, said she hadn’t noticed he had left the topic out of his remarks. “Unfortunately, it’s a sensitive topic, so that’s my guess that maybe he didn’t bring that up because it was just too much,” Lugosch said. “You know, he was being careful.”
Still, Lugosch said that she was “really impressed with all his comments about working people and organizing.”
“I’m going to campaign for him because we need to get rid of Susan Collins,” Lugosch said. “Before it was more of a sort of a defensive stance, but now I’m supportive, and so I feel better about going out into the community.”
This article originally appeared on JTA.org.
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