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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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Abraham Foxman, Former ADL Head and Advocate for American Jews, Dies at 86
Abraham Foxman, a Holocaust survivor and member of the US Holocaust Memorial Council, speaks at the US Holocaust Memorial Museum’s Annual Days of Remembrance Commemoration in the Emancipation Hall of the US Capitol on April 23, 2025. Photo: Mattie Neretin/Sipa USA via Reuters Connect
Abraham H. Foxman, who was the national director of the Anti-Defamation League for nearly three decades, has died at the age of 86, the ADL announced in a statement on Sunday.
The organization said it “deeply mourns the loss of our longtime national director,” but did not provide details about where, when, and how Foxman died. He is survived by his wife Golda, children Michelle and Ariel, son-in-law Brandon Cardet-Hernandez, and grandchildren, Cielo, Leila, Gideon, and Amirit.
Foxman retired in 2015 after spending his entire 50-year career with the ADL. He was “one of the world’s foremost voices against antisemitism and hate,” as well as an “outspoken, passionate, and tireless advocate for the Jewish people and Israel,” according to the advocacy organization.
Foxman graduated from City College of New York and NYU School of Law. He joined the ADL immediately after graduating from law school and served in various roles in the organization, including assistant director of legal affairs, before being becoming its national director in 1987. When Foxman announced his retirement from the ADL, then-US President Barack Obama said the long-time civil rights activist was “irreplaceable.”
Jonathan Greenblatt, the current CEO of the ADL, described Foxman as “an iconic Jewish leader who embraced the ideal of an America free from antisemitism and hate and who strongly believed that these scourges could be defeated if good people opposed it.”
“America and the Jewish people have lost a moral voice, a passionate advocate for the Jewish people and the state of Israel, and a remarkable leader,” Greenblatt said in a released statement. “In his storied career, Abe transformed ADL while confronting antisemitism and hate (from both left and right), opposing the global rise in antisemitism, holding world leaders accountable and working to ensure that Israel was Jewish, secure and democratic. Abe’s voice was heard – and listened to – by popes, presidents, and prime ministers, a voice he used wherever Jews were at risk. Abe Foxman spoke on the global stage with moral authority and clarity and was relentlessly dedicated to his pursuit of a world without hate.”
“Abe Foxman helped build the modern liberal era of America,” ADL Board Chair Nicole Munchnik added in a separate statement. “He was recognized across the globe as a great leader and passionate advocate for tolerance, a voice of the generation rebuilding in the shadow of the Shoah, and longtime advisor to American presidents and world leaders. To those of us who knew him, Abe was a warm friend, advisor, spirited antagonist and hugger – all over lunch.”
The American Jewish Committee praised Foxman as a “towering figure in the fight against antisemitism and hatred” and someone who “brought moral clarity, courage, and unwavering conviction to generations of advocacy and leadership.” The AJC said his advocacy “helped shape the American Jewish experience and strengthened the global fight against bigotry in all its forms.”
Born in 1940 to Polish Jews in what is now Belarus, Foxman survived the Holocaust under the care of his Polish Catholic nanny Bronislawa Kurpi, who baptized him and raised him as a Catholic to hide his Jewish identity. He lost 14 family members in the Holocaust but was reunited with his parents after the war. Together they immigrated to the United States, where Foxman attended the Yeshiva of Flatbush as a teenager. He later served as vice chairman of the Museum of Jewish Heritage in New York City and was a member of the United States Holocaust Memorial Council, to which he was appointed by President Ronald Reagan in 1987 and reappointed by Presidents George H.W. Bush, Bill Clinton, and Joe Biden.
The Auschwitz Jewish Center Foundation (AJCF) called Foxman “one of the most consequential Jewish leaders of the postwar era” and a Holocaust survivor who “devoted his life to confronting antisemitism and defending the Jewish people.”
“Abe Foxman belonged to a generation that carried the weight of history personally and transformed it into public service,” said AJCF Chairman Simon Bergson in a statement. “He dedicated his life to ensuring that the lessons of the Holocaust were applied to the defense of democratic values, human dignity, and the Jewish people. His legacy will endure for generations.”
Following the news of Foxman’s death, Israeli President Isaac Herzog praised him as a “legendary leader of the Jewish people, a champion of justice and equality, and a longtime, dear friend of mine.”
“Coming into a world at war, the Holocaust shaped Abe’s character and defined his mission: Combating antisemitism and hypocrisy, calling out racism and bias, speaking up for the Jewish people and the Jewish democratic Israel,” Herzog shared in a post on X. “His story, of rising from the ashes, is our story, the story of our people.”
Israel’s president also described Foxman as “a prominent, distinguished force in the American Jewish community, and a bridge between Israel and the Diaspora” as well as a “passionate Zionist, a humanist, and an outspoken, wise friend.”
“The affection and the respect we had for one another enabled us to openly discuss every challenge and every obstacle,” added Herzog. “I am so grateful for the profound conversations we shared over the years, and for the brave leadership he exemplified. I will miss Abe’s counsel and voice, and I know that his legacy and his message will live on.”
Foxman was a board member of the Met Council on Jewish Poverty, America’s largest organization combating Jewish poverty. Its CEO and Executive Director David G. Greenfield said he was “heartbroken” by the passing of his “dear friend and mentor.”
“At Met Council, we were privileged to have Abe as a board member, adviser, and friend,” Greenfield explained. “He brought wisdom, compassion, and deep commitment to everything he did. Even near the end of his life, Abe continued showing up for the community. Just a few weeks ago, he joined us with his granddaughters at Met Council’s Passover Day of Service at the Spitzer Fulfillment Center, helping ensure that New Yorkers in need could celebrate Pesach with dignity.”
“Public leaders do not always match their public reputations in private,” Greenfield added. “Abe was the rare person whose private kindness, humility, and generosity were even greater than his public stature. All who knew him loved him … His voice, his courage, his friendship, and his leadership will be deeply missed.”
Foxman also served as vice chairman of the Museum of Jewish Heritage in New York City.
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George Washington University Says Substance Dropped Near Israel Fest Was ‘Stink Bomb’
Anti-Zionist protesters at George Washington University in May 2024. Photo: Candice Tang via Reuters Connect
George Washington University confirmed on Friday that the substance which injured a Jewish student after being dropped in “vials” near an “Israel Fest” event on campus last month was contained in “stink bombs.”
“We want to reassure members of our community that the vials that were dropped were commonly available ‘stink bombs’ and did not pose a serious health risk to those nearby,” the university’s media relations office said in statement shared with The Algemeiner. “While our ability to provide additional information at this time is limited, we will continue to keep the community informed as appropriate and in accordance with university policies and applicable laws.”
As previously reported by The Algemeiner, Geroge Washington University (GW) Professor Jonathan Turley said on Wednesday that Israel Fest is a “celebration of Israeli food, music, and culture” which “often draws protesters.” Jewish students have been fearing attending the gathering “for weeks,” Turley added, noting that anti-Zionists told everyone it was “supporting genocide.” The anecdote suggests that activists could have set in motion their plan to sabotage “Israel Fest” several weeks ago.
This latest threat against the Jewish community comes amid an epidemic of antisemitic violence in the US. According to the Anti-Defamation League’s (ADL) latest annual audit of US antisemitic incidents, assaults against Jews increased 4 percent in 2025, and perpetrators are more often resorting to using “deadly weapons” in the commission of their crimes. That raises the likelihood that their actions result in severe injury or death.
The advocacy group noted that the upward shift was reflected in the shocking murders of Jews in antisemitic attacks in the US for the first time since 2019. Two Israeli embassy staffers — a young couple set be engaged — were shot dead in Washington, DC last May, and weeks later a firebombing in Colorado claimed the life of an octogenarian. In both crimes, the alleged killers cited anti-Zionism as their motivating ideology.
Other incidents which stopped short of the worst possible outcome continue to create a sense of insecurity for American Jews. Over the past year, for example, The Algemeiner has reported on a public-school principal’s inveighing against “Jew money,” an attempted arson at the Hillel International chapter in San Francisco, California, and the movement of some conservative students into the far-right ecosystem of antisemitism — a path cleared by Nicholas Fuentes, Candace Owens, Kanye West, and troops of social media influencers.
The American Jewish community has been the target of several hateful acts in recent days. Last week, Jewish residents of the Queens borough of New York City awoke to the carnage left by a spree of vandalism which left at least four Jewish properties — private homes and synagogues — marked with the swastika and other antisemitic graffiti. The perpetrators struck the Rego Park Jewish Center, the Congregation Machane Chodosh, as well as two private homes late Sunday night, according to local lawmakers and Jewish leaders.
The graffiti left a scourge on the buildings — appearing in one case next to a memorial to German Jews who survived Kristallnacht, a November 1938 pogrom when Nazi paramilitary forces launched a coordinated nationwide attack on the German Jewish community. The vandals left no doubt regarding their allusion to that period, graffitiing “Heil Hitler” at the Rego Park location.
At GW, Jewish students have claimed that the problem of widespread antisemitism has persisted there for years.
One ongoing lawsuit alleges that the university enabled an eruption of antisemitic discrimination on campus by declining to intervene in a slew of incidents in which anti-Zionists threw rocks at Jewish students, vandalized the campus office of Hillel International, and uttered slurs such as “filthy k—ke.” Meanwhile, The Algemeiner has reported extensively on the activities of its Students for Justice in Palestine (SJP) chapter, which once threatened a Jewish professor and continues to spread antisemitic tropes about Israel.
Responding to a phenomenon that is common to the point that is a prosaic facet of campus life, George Washington University’s Hillel International chapter said on Wednesday the Israel Fest incident “will not deter our community.”
It added, “GW Hillel will continue to support our students so they can proudly be Jewish.”
Follow Dion J. Pierre @DionJPierre.
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Trump Rejects Latest Iran Proposal as Hormuz Closure Persists
A woman walks past an anti-US billboard depicting US President Donald Trump and the Strait of Hormuz, in Tehran, Iran, May 2, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
President Donald Trump has swiftly rejected Iran‘s response to a US peace proposal to end the 10-week-old conflict between the two countries, describing the Iranian offer as “totally unacceptable.”
Days after Washington floated a proposal aimed at reopening negotiations, Iran on Sunday released a response focused on ending the war on all fronts, including Lebanon, where US ally Israel is fighting Iran-backed Hezbollah terrorists.
Tehran also demanded compensation for war damage, emphasized its sovereignty over the Strait of Hormuz, and called on the United States to end its naval blockade, guarantee no further attacks, lift sanctions, and remove a ban on Iranian oil sales.
Within hours, Trump dismissed Tehran’s offer in a social media post.
“I don’t like it — TOTALLY UNACCEPTABLE,” Trump wrote on Truth Social, without giving further detail.
Trump’s response has fueled concerns that the conflict, which began on Feb. 28 with US-Israeli strikes on Iran, will drag on and continue to paralyze shipping through the Strait of Hormuz, pushing oil prices higher on Monday.
The US had proposed an end to fighting before starting talks on more contentious issues, including Iran‘s nuclear program.
Tehran responded on Monday by defending its stance.
“Our demand is legitimate: demanding an end to the war, lifting the [US] blockade and piracy, and releasing Iranian assets that have been unjustly frozen in banks due to US pressure,” Foreign Ministry spokesperson Esmaeil Baghaei said.
“Safe passage through the Strait of Hormuz and establishing security in the region and Lebanon were other demands of Iran, which are considered a generous and responsible offer.”
Brent crude oil futures lost some strong early gains on Monday to trade nearly 2% higher at around $103 a barrel, as the deadlock left the Strait of Hormuz largely closed. Before the war began, the narrow waterway carried one-fifth of the world’s oil and liquefied natural gas, and has since become a central pressure point in the conflict.
Disruption caused by the near-closure of the strait has forced oil producers to cut exports, and OPEC oil output dropped further in April to the lowest in more than two decades, a Reuters survey showed on Monday.
TRICKLE OF SHIPPING THROUGH HORMUZ
Traffic through the Strait of Hormuz is at a trickle compared to before the war. Shipping data on Kpler and LSEG showed that three tankers laden with crude exited the waterway last week, with trackers switched off to avoid Iranian attack.
A second Qatari LNG tanker was attempting to transit the strait, the data showed, days after the first such cargo crossed under an arrangement involving Iran and Pakistan.
Sporadic flare-ups around the strait in recent days have tested a ceasefire that has paused all-out warfare since it took effect in early April.
In the United States, surveys show the war is unpopular with voters facing sharply higher gasoline prices less than six months before nationwide elections that will determine whether Trump’s Republican Party retains control of Congress.
Washington has also struggled to build international support, with NATO allies refusing to send ships to reopen the waterway without a full peace deal and an internationally mandated mission.
Hakan Fidan, the foreign minister of Turkey, which has been liaising closely with the US, Iran, and mediator Pakistan since the start of the war, will hold talks in Qatar on Tuesday on the conflict and on ensuring navigational safety in the strait, a Turkish diplomatic source said.
TRUMP SET TO DISCUSS IRAN IN BEIJING
The next diplomatic or military steps remain unclear. Trump is expected to arrive in Beijing on Wednesday, where Iran is set to be among the topics discussed with Chinese President Xi Jinping as pressure mounts to end the conflict and the energy crisis it has triggered.
Trump has been leaning on China to use its influence to push Tehran toward a deal with Washington.
Iran‘s foreign ministry spokesperson Baghaei suggested China could instead use the visit to push back against US objectives in the Gulf. “Our Chinese friends know very well how to use these opportunities to warn about the consequences of the US’ illegal and bullying actions on regional peace and security,” he said.
Addressing whether combat operations against Iran were over, Trump said in remarks aired on Sunday: “They are defeated, but that doesn’t mean they’re done.”
Israeli Prime Minister Benjamin Netanyahu said the war was not over because there was “more work to be done” to remove enriched uranium from Iran, dismantle enrichment facilities, and address its proxy forces and ballistic missile capabilities.
Netanyahu told CBS News’ “60 Minutes” that the preferred route was diplomacy, but he did not rule out the use of force.
Despite the ongoing diplomatic efforts, risks to shipping lanes and regional economies remain high.
On Sunday, the United Arab Emirates said it intercepted two drones launched from Iran, while Qatar condemned a drone strike on a cargo ship in its waters. Kuwait reported that its air defenses had dealt with hostile drones entering its airspace.
Clashes have also continued in southern Lebanon between Israel and Hezbollah, despite a US-brokered ceasefire announced on April 16.