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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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UK Approves US Use of British Bases to Strike Iran Missile Sites Targeting Ships
People use their cameras as a USAF B-1 bomber approaches to land at RAF Fairford airbase, used by United States Air Force (USAF) personnel, amid the US–Israeli conflict with Iran, in Fairford, Gloucestershire, Britain, March 17, 2026. Photo: REUTERS/Toby Melville
The British government gave authorization on Friday for the US to use military bases in Britain to carry out strikes on Iranian missile sites that are attacking ships in the Strait of Hormuz.
British ministers met on Friday to discuss the war with Iran and Iran‘s blocking of the Strait of Hormuz, according to a Downing Street statement.
“They confirmed that the agreement for the US to use UK bases in the collective self-defence of the region includes US defensive operations to degrade the missile sites and capabilities being used to attack ships in the Strait of Hormuz,” the statement said.
Iranian Foreign Minister Abbas Araqchi said in a post on X that Starmer was “putting British lives in danger by allowing UK bases to be used for aggression against Iran,” adding “Iran will exercise its right to self-defense.”
Starmer said this week Britain would not be drawn into a war over Iran. He initially rejected a US request to use British bases for the strikes on Iran, saying he needed to be satisfied that any military action was legal.
But the prime minister modified his stance after Iran conducted strikes on British allies across the Middle East, saying that the United States could use RAF Fairford and Diego Garcia, a joint US-UK base in the Indian Ocean.
President Donald Trump has repeatedly attacked Starmer since the conflict started, complaining he was not doing enough to help him.
On Monday, Trump said there were “some countries that greatly disappointed me” before he singled out Britain, which he said had once been considered “the Rolls-Royce of allies.”
The Downing Street statement on Friday called for “urgent de-escalation and a swift resolution to the war.”
Opinion polls in Britain suggest widespread skepticism about the war, with 59% of those surveyed by YouGov saying that they were opposed to the US-Israeli attacks.
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French Appeals Court Rules Vandalism of Memorial for Murdered Jew Not Antisemitic
A crowd gathers at the Jardin Ilan Halimi in Paris on Feb. 14, 2021, to commemorate the 15th anniversary of Halimi’s kidnapping and murder. Photo: Reuters/Xose Bouzas/Hans Lucas
A French appeals court has acquitted Tunisian twin brothers of antisemitism charges after they cut down an olive tree planted to honor Ilan Halimi, a young French Jewish man tortured to death two decades ago, in what appears to be yet another instance of France’s legal system brushing aside antisemitism as a potential motive for crime.
On Wednesday, the Paris Court of Appeal upheld the decision from the initial trial in October to dismiss the charge that the crime was motivated by antisemitism, which would have increased the punishments for the two brothers. The judges found no evidence that the assailants knew of Halimi’s identity or history or acted with the intent to target his memory because of his religious affiliation.
The court’s ruling this week upheld the original convictions, sentencing both men to eight months in prison — one with a suspended sentence, meaning he will only serve time if he reoffends or violates certain conditions, and who has since been deported to Tunisia. Both men are also barred from entering France for five years.
The two 19-year-old undocumented men with prior convictions for theft and violence were arrested in August for vandalizing Halimi’s memorial in the northern Paris suburb of Épinay-sur-Seine.
During the initial trial in Bobigny, in northeastern France, the brothers faced charges of “aggravated destruction of property” and “desecration of a monument dedicated to the memory of the dead on the basis of race, ethnicity, nationality, or religion,” offenses carrying sentences of up to two years in prison.
The court acquitted them of committing an antisemitic hate crime, ruling that they were unaware they had desecrated Halimi’s memorial.
Even though they admitted to being in the garden on the night of the incident, the brothers denied cutting down the tree and claimed they were unaware of Halimi’s story, leading the court to rule that the act was not antisemitic in nature.
Halimi was abducted, held captive, and tortured in January 2006 by a gang of about 20 people in a low-income housing estate in the Paris suburb of Bagneux.
Three weeks later, Halimi was found in Essonne, south of Paris, naked, gagged, and handcuffed, with clear signs of torture and burns. The 23-year-old died on the way to the hospital.
In 2011, an olive tree was planted in Halimi’s memory. Last year, in one of the latest attacks on his memory, the memorial in the northern Paris suburb of Épinay-sur-Seine was found felled — probably with a chainsaw.
Since the attack, French authorities have been working to replant olive trees to honor Halimi’s memory.
This latest case is by no means the first in France to raise alarm bells among the Jewish community, as courts have repeatedly overturned or reduced sentences for individuals accused of antisemitic crimes, fueling public outrage over what many see as excessive leniency.
In February, a French court tossed out antisemitic-motivated charges against a 55-year-old man convicted of murdering his 89-year-old Jewish neighbor in 2022.
According to French media, the magistrate of the public prosecutor’s office refused to consider the defendant’s prior antisemitic behavior, including online posts spreading hateful content and promoting conspiracy theories about Jews and Israelis, arguing that it was not directly related to the incident itself.
In May 2022, Rachid Kheniche threw his neighbor, René Hadjadj, from the 17th floor of his building, an act to which he later admitted.
At the time, Kheniche told investigators that while having a discussion, he tried to strangle Hadjadj without realizing what he was doing, as he was experiencing a paranoid episode caused by prior drug use.
After several psychiatric evaluations, the court concluded that the defendant was mentally impaired at the time of the crime, reducing his criminal responsibility and lowering the maximum sentence for murder to 20 years.
Kheniche was ultimately sentenced to 18 years in prison and six years of “socio-judicial monitoring.”
Last year, the public prosecutor’s office in Nanterre, just west of Paris, appealed a criminal court ruling that cleared a nanny of antisemitism-aggravated charges after she poisoned the food and drinks of the Jewish family she worked for.
Residing illegally in France, the nanny had worked as a live-in caregiver for the family and their three children — aged two, five, and seven — since November 2023.
The 42-year-old Algerian woman was sentenced to two and a half years in prison for “administering a harmful substance that caused incapacitation for more than eight days.”
Even though the nanny initially denied the charges against her, she later confessed to police that she had poured a soapy lotion into the family’’ food as a warning because “they were disrespecting her.”
“They have money and power, so I should never have worked for a Jewish woman — it only brought me trouble,” the nanny told the police. “I knew I could hurt them, but not enough to kill them.”
The French court declined to uphold any antisemitism charges against the defendant, noting that her incriminating statements were made several weeks after the incident and recorded by a police officer without a lawyer present
In another shocking case last year, a local court in France dramatically reduced the sentence of one of the two teenagers convicted of the brutal gang rape of a 12-year-old Jewish girl, citing his “need to prepare for future reintegration.”
More than a year after the attack, the Versailles Court of Appeal retried one of the convicted boys — the only one to challenge his sentence — behind closed doors, ultimately reducing his term from nine to seven years and imposing an educational measure.
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US Sending Marines and Amphibious Assault Ship to Middle East, Officials Say
US Secretary of Defense Pete Hegseth holds a briefing with Chairman of the Joint Chiefs of Staff General Dan Caine, amid the US-Israeli war on Iran, at the Pentagon in Washington, DC, US, March 19, 2026. Photo: REUTERS/Evan Vucci
The US military is deploying thousands more Marines to the Middle East, officials told Reuters on Friday, as President Donald Trump accused NATO allies of cowardice over their reluctance to send forces to help open the Strait of Hormuz.
The narrow waterway, conduit for around a fifth of global oil and liquefied natural gas supplies, has been effectively closed to most shipping since the United States and Israel launched the war against Iran almost three weeks ago.
Vital energy infrastructure in both Iran and neighboring Gulf states has also been attacked, and oil prices have jumped about 50% since the start of the war on Feb. 28, threatening a global economic shock.
More than 2,000 people have been killed, mostly in Iran and Lebanon, while Americans, facing sharply higher prices, appear increasingly concerned at signs the war could expand further.
A new Reuters/Ipsos poll showed almost two-thirds of Americans believe Trump will order troops into a large-scale ground war, with only 7% supporting such a move.
On Friday, Israel’s military said it carried out two large waves of air strikes on Tehran and central Iran, targeting weapons production facilities and sites storing ballistic missile launchers and components. Israel faced multiple waves of missile attacks from Iran, according to the Israeli military, triggering air raid sirens in Tel Aviv and Jerusalem, where explosions from interceptions were heard.
Fragments from an Iranian missile struck Jerusalem on Friday, landing just outside the Old City, which is sacred to Christians, Jews, and Muslims, according to a photograph released by the police. There were no reports of injuries or casualties.
Kuwait’s state oil firm said its Mina Al-Ahmadi refinery had suffered multiple drone attacks that set some units alight, the latest energy facility hit by Iran in recent days.
TROOPS DEPLOY
Three US officials told Reuters that 2,500 Marines, along with the USS Boxer, an amphibious assault ship, and accompanying warships would deploy to the region, although they did not say what their role would be.
Two officials said there had been no decision on whether to send troops into Iran itself. Sources have earlier told Reuters that possible targets could include Iran‘s coast or Kharg Island oil export hub.
Trump said the United States was close to reaching its goals in the war, which include degrading Iran‘s military and preventing it from developing a nuclear weapon, and may wind down its military effort.
Trump also called US allies “cowards” for declining to help open the Strait of Hormuz while fighting continued in a conflict they were not consulted about beforehand.
Several allies have pledged to join “appropriate efforts” to ensure safe passage through the strait, but Germany and France have both said fighting must stop first. German Chancellor Friedrich Merz said he would speak to Trump this weekend.
The UK government authorized the US to use its bases in Britain to strike Iranian missile sites that are targeting ships in the strait.
END OF RAMADAN AND PERSIAN NEW YEAR
As Muslims around the region tried to celebrate Eid al-Fitr, which ends the fasting month of Ramadan, and Iranians marked Nowruz, the Persian New Year, new Iranian Supreme Leader Mojtaba Khamenei issued a message of defiance.
Khamenei, who has not been seen in public since the Israeli attack that killed his father and predecessor Ayatollah Ali Khamenei on the war’s first day, said Iranians had responded with unity and resistance and “dealt a disorienting blow to the enemy.”
US and Israeli officials say Iran can still hit back, even though weeks of bombing have severely weakened the government and depleted its stock of missiles and drones.
Iran‘s Revolutionary Guards said they had attacked Haifa and Tel Aviv with multi-warhead missiles and used drones to attack weapons stocks at US bases, including Sheikh Isa air base in Bahrain. No comment was immediately available from US forces.
The semi-official Iranian news agency Tasnim said intelligence minister Esmail Ahmadi was killed, the latest of dozens of leading figures assassinated by Israel.
“We have nobody to talk to,” Trump said. “And you know what? We like it that way.”
FUEL PRICES CLIMB AHEAD OF US ELECTIONS
Soaring US diesel and gasoline prices may hurt Trump’s core political support as his Republicans prepare to defend slim majorities in November’s congressional elections.
On Friday, the benchmark price of Brent crude oil was up slightly, near $110, after surging the day before on growing fears that the largest ever disruption to world energy supplies would trigger a global economic shock.
Flows of crude and petroleum have dropped by about 12 million barrels per day – roughly 12% of global demand – due to output cuts and export halts by Gulf producers.
Those barrels cannot easily be replaced by the industries that rely on them, and will be felt for months or even years.
A major Qatari gas field was disrupted by an Iranian strike, and Iraq on Friday declared force majeure on all oilfields developed by foreign oil companies.