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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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In a viral social media showdown, a glimpse of the real Israel
In amateur video footage circulated across Israeli social media in recent weeks, a disturbing scene unfolds. A young man in his mid-twenties, wearing a military-style jacket, looms over a silver car in the heart of Tel Aviv. Inside the vehicle sits an 89-year-old man, mouth agape, expression frozen.
“Dictator! Khamenei!” the young man shouts, his voice sharp, emotional and aggressive.
The young man was Mordechai David, a provocateur who has been documented in a series of confrontations with public figures, journalists and protesters, adopting a style built on creating moments designed for virality. The elderly passenger was former Supreme Court president Aharon Barak — the man whom Prime Minister Benjamin Netanyahu’s propaganda machine has painted as a demon, blamed for building, during his tenure in the 1990s, an allegedly over-independent judiciary that supposedly obstructs “governance” by a government eager for unrestrained power.
David, raised in Bnei Brak as the son of a convert to religious life, has become something of a celebrity. His past includes multiple criminal highlights. Blocking Barak’s car may have marked his peak. In a subsequent social-media video, David “apologized” for not blocking Barak’s vehicle “more.”
Two different visions of Israel
David’s stunt is one of several intertwined recent stories in Israel that, between them, outline the contours of a deeper struggle over the character of its society. It is a clash between two fundamentally different visions for the country. And Israel’s fate hangs in the balance.
David’s is a political culture where perpetual confrontation and boundary-breaking increasingly define public behavior. On the other side sits Lucy Aharish, a 44-year-old journalist who grew up in Dimona.
Aharish studied political science at the Hebrew University, and over the years has worked at a variety of radio and TV stations in Israel, including I24News in English, a channel on which I also frequently appear. Today, she hosts a current affairs program. The mother of a little boy, she is also a fierce opponent of Netanyahu and his circle.
That has attracted the ire of the Netanyahu machine’s street rabble. This week, Mordechai David arrived at her doorstep with a megaphone. According to reports, David and one of his followers managed to enter her building — and at the entrance, a tense confrontation unfolded.
This requires the introduction of another character: Tsahi Halevi, 50, an artist of unusual charisma. He is a singer and highly accomplished actor who portrayed Naor in the internationally acclaimed series Fauda, a character admired for intelligence, composure and moral clarity.
In a twist that could only occur in Israel, Halevi also partly plays himself. The son of a Mossad officer, he, like Naor, served as an officer in an elite undercover unit. On Oct. 7, 2023, he volunteered for reserve duty and rushed to the scenes of devastation, where he helped save many lives.
Matan Gendelman, a survivor of the Kfar Aza massacre, recently recounted in Israeli media that Halevi helped rescue her trapped family members after being directed to the scene by his wife, who received the family’s location through social media.
His wife is Lucy Aharish. “Pure gold, the salt of the earth,” Gendelman said of the couple.
The likes of David would vehemently disagree.
Why? Because Aharish, in addition to being a Netanyahu critic, is a member of Israel’s Arab minority. And because Aharish and Halevi are a mixed couple, the hostility against them burns even more intensely.
Back at their house, there was a scent of violence in the air as the decorated officer and provocateur traded barbs.
“You come to my home?” Halevi challenged; “I feel like protesting against your wife!” David replied. “How far do you want this to go?” Halevi asked, menacingly, as police separated the two. The police dragged David away, but he ensured himself another viral success; his future may hold a respectable place on the Likud list for the Knesset.
‘The affliction of Israeli society’
Aharish chose to respond on television. “Bullying — this is the affliction of Israeli society,” she said. “It is escalating. We see it in the streets, on the roads, in public discourse — and now it has reached my own doorstep.”
Worse, she added, “The spirit of this government is a bad spirit that encourages bullies. I will not bow my head before these inciters.” She also addressed Netanyahu directly: “This is precisely your way, Mr. Prime Minister — not to see, not to hear, not to know what is happening under your nose. … One day, these bullies will reach your doorstep as well.”
In the vision of Israel embodied by Aharish and Halevi, with their impassioned but civil approach, even the most fierce political disagreement remains bounded by restraint. An important distinction is drawn between rival and enemy.
In that advanced by David, those boundaries erode. Confrontation becomes personal. Intimidation is standard.
The first vision leads to an Israel that strives for peace within itself and with its neighbors, and remains a prosperous liberal democracy grounded in basic rights and openness to the world. The second leads to an unstable, isolated and increasingly theocratic state, which will be in constant conflict with its neighbors, and from which the most productive citizens will steadily depart. In short order it will be unrecognizable, and nothing will be left of “Start-Up Nation.”
The 2026 elections, which must be held by October, will not merely determine a government. They may decide with finality which of these two Israels prevails. And after four years of trauma under Netanyahu’s far-right government, there is urgency in the air.
The post In a viral social media showdown, a glimpse of the real Israel appeared first on The Forward.
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Trump’s pick for surgeon general gets her ‘daily dose of inspiring Kabbalah wisdom’
Casey Means, President Trump’s nominee for U.S. surgeon general, preaches a broad, loosely-defined spirituality that blends ideas such as the “divine feminine,” meditation, and connection with nature. In her email newsletter, she has endorsed practices such as full moon rituals and talking to trees. And, though she was raised Roman Catholic, she has expressed interest in kabbalah, the ancient Jewish mystical tradition focused on esoteric interpretations of scripture and the nature of the soul, the cosmos, and the divine.
In May 2025, she wrote about drawing inspiration from Kabbalah teacher and influencer David Ghiyam to help deal with those who judge her for taking breaks from work to rest and recover during certain phases of the lunar cycle, which she views as essential to “feminine creativity.” She directed her readers to follow Ghiyam “for a daily dose of inspiring Kabbalah wisdom.”
Cathy Heller, a Jewish wellness influencer who preaches mindfulness and manifestation drawing on her studies of Jewish mysticism with rabbis in Israel, told the Forward in a phone interview that Means is a close friend — and often asks her to share wisdom about the Torah and kabbalah.
“She loves it,” Heller said. “She sees such beauty and wisdom in this body of work, and how universal it is and how applicable it is.”
Means’ interest in mysticism expands well beyond kabbalah. In Good Energy, a book she co-wrote with her brother, Calley Means, who works as a senior advisor to Health and Human Services Secretary Robert F. Kennedy Jr., she quotes Rumi, an influential figure in Sufism — the mystical dimension of Islam — and encourages her readers to practice yoga, tai chi, or qigong, try aromatherapy, and consider taking psychedelics. She has also opposed bans on raw milk despite the risk of serious bacterial infections, said more research is needed on a possible link between vaccines and autism, and criticized hormonal contraception as reflecting a “disrespect of life.”
Means’ interest in Kabbalah seems to reflect less a desire to engage in Jewish religious observance than a core belief of the Make America Healthy Again movement: that physical ailments often have underlying spiritual causes, and that tapping into the mind-body connection has the power to heal. Her promotion of kabbalah also represents the further mainstreaming of an ancient practice once reserved for only the most learned of Jewish scholars — repackaged for non-Jewish audiences and finding its way into spaces as unlikely as the U.S. Public Health Service.
“The idea that it’s controversial that we should BOTH trust unbiased scientific information AND our divine intuition is a sign of darkness in our culture,” Means wrote in November 2024.
‘A manifester’
Heller met Means in 2024 through a mutual friend in Los Angeles who hosts sound baths and other wellness events. They now take long walks and hikes together, share meals, and have celebrated several Shabbat dinners.
On one hike in Los Angeles, they came across a rabbi, and Heller says she asked him to offer a teaching. He shared an explanation of why Jacob’s name derives from the Hebrew root for “heel,” saying that Jacob had the capacity to draw the highest consciousness down into the lowest places.
Means “was literally beaming from ear to ear. We both had tears in our eyes,” Heller recalled. “I said, ‘What’s your name?’ And he said, ‘Rabbi Heller,’ which is funny because that’s my last name. And Casey’s like, ‘You’re such a manifester, that’s crazy.’”
In November 2024, Means promoted Heller’s book, Abundant Ever After: Tools for Creating a Life of Prosperity and Ease on her blog.
“Cathy is a goddess friend and her message resonates with me profoundly about how to live a limitless and spiritual life. Abundant Ever After is a transformative guide blending Jewish mysticism, meditation, and practical tools,” Means wrote. “Manifestation is real. Why wouldn’t we want to learn?”
One month later, Means appeared on Heller’s podcast, “Everything is Energy with Cathy Heller,” where she said that meeting Heller felt like “divine timing” and that their relationship was helping her make sense of concepts from Good Energy, including her belief that everything is interconnected.
“This idea that we’re oneness and everything is connected, it’s not a metaphor. It’s not hippie,” Means said on the podcast. “It’s literally truth on the physical, chemical level. And it’s so absent from our paradigm of healing.”
MAHA and religion
Adrienne Krone, a professor at Allegheny University and author of Free-Range Religion: Alternative Food Movements and Religious Life in the United States, sees a direct connection between the MAHA movement and religious ways of thinking about food, health and the body.
She said that the internet has accelerated a broader shift in wellness culture and its relationship to spirituality. On social media, mystical teachings can often be mistranslated and blended together, she said, sometimes losing their original cultural context.
“Some of what’s going on is people are picking up other religious ideas, other secular ideas, scientific research, and they bring it all together,” Krone said. “That’s what forms their understanding of what they’re supposed to eat, how they’re supposed to treat their bodies, what kinds of extra exercise regimens they should be doing. And so it doesn’t surprise me that Casey Means has this kind of collection of ideas that are more accessible than they used to be.”
Still, Means’ spirituality seems to be an outlier among the traditional Christian conservative worldview touted by most of Trump’s other nominees. Her calls to “EMBRACE THE ‘WOO WOO’” and engage in various spiritual ceremonies have drawn the ire of some activists, including conservative talk radio host Erick Erickson, who critiqued Means as “a near Wiccan” who has “dabbled in occult practices that amount to witchcraft.”
Two Republican senators, Susan Collins of Maine and Lisa Murkowski of Alaska, have not yet committed to vote “yes” on Means’ confirmation, and pressed Means at her confirmation hearing about her stance on vaccines and past use of psychedelic mushrooms.
If confirmed as the nation’s top doctor, Means has signaled that spirituality will play a significant role in how she approaches the position.
“I do believe that Americans are ready to hear about spirituality when it pertains to medicine,” Means said at her confirmation hearing.
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More Americans now sympathize with Palestinians than with Israelis, new poll finds
(JTA) — Another major poll has founded that sympathy has surged among Americans for Palestinians and now exceeds support for Israelis.
Gallup, one of the country’s most respected polling outfits, found that 41% of Americans say they sympathize more with the Palestinians, compare to 36% who sympathize more with the Israelis. A year ago, a Gallup poll showed a 13-point advantage for the Israelis.
The poll comes nearly six months after a national poll found for the first time that Americans’ sympathies had flipped. In a New York Times and Siena University poll released in September, 35% of registered American voters said they sympathized more with Palestinians compared to 34% with Israel. Prior to the war in Gaza, 47% of respondents said they sympathized more with the Israelis.
Both pollsters have asked about voters’ sympathies in the Israeli-Palestinian conflict for decades. They each said the sympathy gap in their latest polls was not statistically significant but that the trajectory of sentiments was.
Between 2001 and 2018, the Gallup poll found that Americans were more sympathetic to the Israelis by an average margin of 43 points. The gap began narrowing the following year but did not flip until now.
In both polls, the stark recent shift was driven by sharp shifts in sentiments among Democrats. The Gallup poll found that voters under 55 prefer the Palestinians by a wide margin, while older voters remain more sympathetic to the Israelis. The New York Times poll found that older, college-educated Democrats had seen their sentiments shift most harshly.
The polls add to the data points showing a sharp drop in sympathy for Israelis since Hamas’ Oct. 7, 2023, attack and the subsequent war in Gaza, for which the United States brokered a ceasefire in October. The Gallup poll is the first to demonstrate post-ceasefire sentiments among Americans.
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