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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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The post The Hanukkah merch market has exploded. But are Jews feeling more represented? appeared first on Jewish Telegraphic Agency.
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US Sen. Bill Cassidy Demands Answers From Mamdani on Taxpayer-Funded Anti-Israel Activity
New York City Mayor Zohran Mamdani holds a press conference at the New York City Office of Emergency Management, as a major winter storm spreads across a large swath of the United States, in Brooklyn, New York City, US, Jan. 25, 2026. Photo: REUTERS/Bing Guan
A senior Republican lawmaker in the US Congress is sounding the alarm over actions by New York City Mayor Zohran Mamdani’s administration, arguing that the use of public resources to advance what he describes as a politically charged, anti-Israel agenda risks alienating Jewish residents and may conflict with federal funding requirements.
Sen. Bill Cassidy (R-LA), chair of the Senate Health, Education, Labor, and Pensions (HELP) Committee, on Monday expanded an investigation into whether New York City agencies have improperly incorporated geopolitical advocacy into taxpayer-funded programs. The move reflects growing scrutiny in Washington over how local governments engage with issues related to Israel amid heightened tensions and record levels of antisemitic hate crimes following the conflict in Gaza.
In a new letter to Mamdani, Cassidy said he is concerned that certain city initiatives, particularly within public health programming, may be framing Israel in a way that undermines inclusivity and raises potential civil rights concerns. He pointed to reports of internal discussions and working groups within the New York City Department of Health and Mental Hygiene that examine global conflicts, including Israel’s war against Hamas, through an “oppression” or “equity” lens.
“These taxpayer dollars are meant to improve New Yorkers’ health, not push a far-left agenda that discriminates against Jewish families,” Cassidy said in a statement announcing the letter and expanded probe. “At a time of rising antisemitism, Mamdani is failing Jewish New Yorkers.”
The senator also warned that merging political advocacy with federally supported programs could jeopardize compliance with federal guidelines, potentially putting funding streams at risk. His office has requested documentation and clarification from city officials regarding the scope and purpose of the “Global Oppression and Public Health Working Group” and to turn over all documents disseminated at the meeting sessions.
In February, a cohort of staffers within the New York City Department of Health and Mental Hygiene reportedly formed the group and declared its purpose is to explore how supposed “global oppression” operates and affects health equity and the wellbeing of certain communities in the city. In its initial meeting, which lasted one hour, a presenter explicitly cited the conflict in Gaza as an “ongoing genocide” and framed it along with other forms of alleged oppression as relevant to health outcomes, the New York Post reported.
“We really developed in response to the ongoing genocide in Palestine,” one presenter said, according to video acquired by the Post. “And the working group aims to address the growing interests among the health department staff to learn about current and ongoing global oppression in its many forms and how it influences the advancement of health equity.”
Critics, including City Council leaders, say the working group crossed a line by focusing on international politics and critiques of a foreign government instead of core public health responsibilities like managing diseases, especially on city time with taxpayer-funded time and resources.
“The department’s focus on the Israeli-Palestinian conflict and the creation of an internal ‘working group’ organized around a particular ethnic or national group underscores the need to ensure that workplace initiatives are administered in a manner that does not leave other employees — in this case, Jewish employees — feeling excluded or marginalized,” Cassidy wrote in his letter.
“Additionally, the question remains as to whether the department will hold similar discussions through either this or separate working groups for other ethnic or national groups affected by global geopolitical conflicts, or whether the department’s sole interest is in denouncing the Israeli-Palestinian conflict to the exclusion of all others,” the senator added. “These circumstances warrant review of whether the agency’s internal activities are being structured in a manner consistent with federal nondiscrimination requirements.”
Cassidy initially announced a probe into the matter in early February but expanded his requests for documentation in this week’s letter. He also noted recent statements by the city’s new health commissioner, Dr. Alister Martin, who said in an interview that the department is “not gonna stop doing that work on equity,” even if the federal government “comes and messes with our money.”
“Statements made by Dr. Martin suggesting that the agency will continue advancing certain equity initiatives despite federal policy changes, warrant careful review of the department’s adherence to federal requirements governing programs supported by federal funds,” Cassidy wrote.
His investigation comes amid ongoing concern over Mamdani’s approach to the Jewish community and antisemitism in New York City,
Mamdani, a far-left democratic socialist and anti-Zionist, is an avid supporter of boycotting all Israeli-tied entities who has been widely accused of promoting antisemitic rhetoric. He has repeatedly accused Israel of “apartheid” and “genocide”; refused to recognize the country’s right to exist as a Jewish state; and refused to explicitly condemn the phrase “globalize the intifada,” which has been associated with calls for violence against Jews and Israelis worldwide.
Leading members of the Jewish community in New York have expressed alarm about Mamdani’s election, fearing what may come in a city already experiencing a surge in antisemitic hate crimes.
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Mamdani voices concerns about synagogue buffer zone bill poised to pass NYC Council
The New York City Council is poised to pass legislation aimed at curbing disruptive protests outside synagogues, as officials weigh Jewish security concerns against free speech protections for pro-Palestinian and progressive activists. Mayor Zohran Mamdani has not taken an official position on the legislation.
The 51-member legislative body is set to vote Thursday on two bills directing the NYPD to develop a plan for protest buffer zones around houses of worship and educational centers. It is part of Council Speaker Julie Menin’s five-point plan to combat antisemitism, as anti-Jewish incidents continue to make up a majority of reported hate crimes in New York City. In recent months, at least two protests outside synagogues featured antisemitic slogans and chants, heightening tensions and drawing condemnation. Some see Menin as a check on the mayor and a potential guardrail against his actions.
The package of bills includes $1.25 million in funding to the Museum of Jewish Heritage for Holocaust education and the creation of a hotline to report antisemitic incidents.
Mamdani allies’ opposition
The buffer zone proposal is facing pushback from allies of Mamdani, a strident Israel critic who faces scrutiny from mainstream Jewish organizations over his response to antisemitism and pro-Palestinian protests. The Democratic Socialists of America and some progressive Jewish groups, as well as free speech advocates, claim the legislation unfairly targets pro-Palestinian protests and said it gives authorities too much discretion in how the rules are enforced.
Mamdani said in January that he ordered his law department and police leadership to review the proposal’s legality. Mamdani told the Forward he would veto it if he determines it’s illegal.
City Hall has not released the findings of the internal review. A Mamdani spokesperson didn’t say whether the mayor would sign the bills if they pass. But he might not need to. The bill has 35 co-sponsors, giving it the veto-proof, two-thirds majority needed to pass the legislation into law without the mayor’s signature.
Mamdani “is keenly aware of the serious concerns regarding these bills’ limiting of New Yorkers’ constitutional rights, and he will keep these concerns in mind for any bills that land on his desk,” Dora Pekec, a City Hall spokesperson, said in a statement provided to the Forward. “He wants to ensure both the right to prayer and the right to protest are protected here in New York City.”
The bills do not explicitly bar protests or codify a specific distance requirement. Its initial proposal to establish buffer zones of up to 100 feet outside synagogues and other houses of worship was omitted following reservations expressed by Police Commissioner Jessica Tisch, who, like Menin, is Jewish, and cautioned that a one-size-fits-all rule might not withstand legal challenge and could prove unworkable across neighborhoods with vastly different street layouts. The Council agreed to revise the language of the bill, placing implementation authority squarely with the police department.
At the state level, Kathy Hochul has proposed similar legislation that would create a 25-foot buffer zone around houses of worship statewide. The measure is being negotiated as part of budget talks ahead of an April 1 deadline. A similar effort is also under consideration in California.
The post Mamdani voices concerns about synagogue buffer zone bill poised to pass NYC Council appeared first on The Forward.
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‘We Need to Wake Up’: Sylvan Adams Warns of Organized, Coordinated Antisemitism After Oct. 7
Canadian-Israeli philanthropist Sylvan Adams on The Algemeiner’s “J100” podcast. Photo: Screenshot
The protests began before the war did.
That, for Sylvan Adams, is the detail that should change how people understand everything that followed Hamas’s Oct. 7, 2023, massacre across southern Israel.
Speaking on The Algemeiner‘s “J100” podcast, the Canadian-Israeli philanthropist pointed to the anti-Israel demonstrations that erupted across Western cities on Oct. 8 — less than 24 hours after Hamas’s atrocities — as evidence that the global reaction was not simply emotional or spontaneous.
“Israel hadn’t even entered Gaza yet,” Adams said. “We were still counting our dead.”
The speed and coordination of those protests, he argued, suggest something deeper: a preexisting infrastructure of activism, funding, and ideology that was activated the moment the attacks occurred.
“It’s like they flicked a switch,” he said.
In Adams’ view, the surge of antisemitism that followed the Oct. 7 attack is not an isolated phenomenon, but the visible expression of a long-building system — one tied to Islamist movements, state-backed funding, and ideological allies across the West.
“We need to wake up,” he said.
At the same time, Adams was clear that the loudest voices are not the majority. Most people, he argued, are neither antisemitic nor deeply anti-Israel — but they are not organized, not activated, and not nearly as visible.
“The majority is there,” he said. “But they’re not activists.”
That imbalance has allowed more extreme narratives to dominate public discourse, particularly among younger audiences shaped by social media and campus environments.
Adams’ response to this challenge has not been confined to analysis.
A businessman who built his career in Canada before making aliyah a decade ago, he has become one of Israel’s most prominent philanthropists, directing major investments toward institutions in the country’s south.
In the aftermath of Oct. 7, he announced $100 million gifts to both Ben-Gurion University of the Negev and Soroka Medical Center — moves he framed not as charity, but as long-term investments in Israel’s resilience.
The goal, he said, is not just to rebuild, but to reinforce.
Alongside those efforts, Adams has pursued a less conventional form of advocacy: using sports and culture to reshape how Israel is perceived abroad.
An accomplished cyclist and world champion in his age category, he has helped bring major international events to Israel, including global cycling races and high-profile appearances by figures such as Lionel Messi.
The strategy is to reach audiences that are not tuning in for politics — and introduce them to a different version of Israel.
“People are always surprised,” Adams said. “It’s not what they thought.”
That approach reflects a broader philosophy: that Israel must be strengthened not only on the ground, but in the way it is seen.
Adams’ worldview is rooted in his own family history. Born to Holocaust-surviving parents from Romania, whose journeys passed through pre-state Israel before settling in Canada, he grew up in a deeply Zionist home before eventually building a life in Montreal.
His decision to move to Israel later in life was, in his telling, less a break than a return.
“I always thought we would end up there,” he recalled his wife saying.
Now based in Israel, Adams has positioned himself as both a builder and a messenger —investing in the country’s future while trying to influence how it is understood beyond its borders.
His message to Jews outside Israel was direct.
“We’re one people,” he said. “Israel belongs to all of us.”
In the current moment, that idea carries added weight — not just as a statement of identity, but as a call to responsibility.