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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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Proposed laws aim to test the Supreme Court’s ban on public school-sponsored prayer
Public schools have been barred from sponsoring official prayer since the Supreme Court’s 1962 ruling in Engel v. Vitale, a landmark decision that cemented the principle of church-state separation in American law.
Now, lawmakers in several states are advancing measures that aim to bring prayer back into public schools — with potential to reverse decades of precedent as politicians push for Christian prayer to return as a commonplace part of the school day.
In Tennessee, a bill introduced last month would require public schools to set aside time for voluntary prayer and the reading of “the Bible or other religious text.” Students would opt in to the prayer period by getting their parents to sign a consent form, which also requires participating students to waive their right to sue.
Texas enacted a nearly identical law last year, empowering school boards to institute prayer and Bible-reading periods in schools across their districts by March 1 — a move more than 160 religious leaders urged school boards to reject in an open letter last month.
Texas Attorney General Ken Paxton encouraged students to use the time to recite the Lord’s Prayer “as taught by Jesus Christ.”
In Florida, a proposed amendment to the state constitution would allow students and teachers to lead prayer over a loudspeaker at school-sponsored events — even though the Supreme Court ruled student-led, student-initiated prayer at football games unconstitutional two decades ago.
Meanwhile, a federal bill introduced by Rep. David Rouzer (R-N.C.) last month would withhold federal funding from public schools that “restrict voluntary school prayer,” and new guidance from the Department of Education released last week allows teachers to pray with students.
Nik Nartowicz, lead policy counsel at Americans United for Separation of Church and State, said the Supreme Court’s church-state separation precedents like Engel v. Vitale aren’t in immediate jeopardy — but they are steadily being undermined.
“Teachers have a little bit more right to pray in public schools than they did last time. And then it just kind of slowly builds,” Nartowicz said. “The very principles of religious freedom in public school are very clearly under attack.”
A Jewish plaintiff
In 1951, the Board of Regents of New York proposed that public schools start the day with what it called a “non-denominational” prayer. Students were able to opt out with a parent’s signature.
“Almighty God, we acknowledge our dependence upon Thee, and we beg Thy blessings upon us, our parents, our teachers and our country. Amen,” the prayer read.
Five families sued, arguing that the school-organized prayer violated their constitutional rights. They came from a range of religious backgrounds, including Judaism, atheism, Unitarianism and humanism.
But the case quickly took on a Jewish character, as a Jewish parent named Steven Engel became the lead plaintiff, and a broad cross-section of Jewish organizations became involved with the case. The American Jewish Committee, the Anti-Defamation League of B’nai Brith and the Synagogue Council of America — which represented 70 Jewish organizations spanning Orthodox, Conservative and Reform — all filed briefs urging the court to strike down school-sponsored prayer.
According to Bruce Dierenfield, author of The Battle over School Prayer: How Engel v. Vitale Changed America, when the court released its decision the blowback was intense — and, at times, antisemitic.
The Supreme Court received the largest amount of hate mail in its history. Politicians called to amend the Constitution and impeach the justices, and 15 states refused to immediately discontinue prayer and Bible reading in their schools. An angry protester burned a cross in plaintiff Lawrence Roth’s family driveway.
“Some people say this case produced more of a backlash than almost any other case in American history,” Dierenfield said. “It seemed to be the death knell of ‘Christian America.’”
A changing landscape
In the decades after Engel, the Supreme Court repeatedly reinforced the ban on school-sponsored prayer, controversially ruling that even required moments of silence could be unconstitutional if intended to encourage prayer.
That line shifted in 2022. The court sided with Joe Kennedy, a high school football coach in Washington state who had been placed on leave for praying at midfield immediately after games, sometimes joined by players.
The school district’s actions “rested on a mistaken view that it had a duty to ferret out and suppress religious observances even as it allows comparable secular speech,” Justice Neil Gorsuch wrote in the majority opinion. “The Constitution neither mandates nor tolerates that kind of discrimination.”
The Kennedy ruling “was kind of a slap at the absolutism of Engel,” Dierenfield said. “It epitomizes somewhat of a new day.”
The decision also hinged in part on disputed interpretation of facts: The majority argued that Kennedy had engaged in “short, private, personal prayer,” while the dissent said he prayed with students in a setting where they could feel pressured to participate.
The case highlighted the often-blurry line between voluntary and coercive prayer, a tension made more complicated by peer pressure and the authority teachers and coaches hold over students.
According to Nartowicz, teachers and students are free to pray or read religious texts as long as they don’t disrupt or pressure others — but that boundary is crossed when teachers pray with students. Even though new policies make prayer and Bible-reading periods opt-in, he said, the practice can still feel coercive.
“If a teacher’s praying, because teachers have so much control over students, a student might say, Oh, I need to pray in order to make sure I’m in the good favor of so-and-so to get a good grade in their class,” he said.
Rabbi Michael Shulman of Congregation Ohabai Sholom in Nashville, Tennessee, who wrote an op-ed speaking out against his state’s school prayer bill, shares similar concerns.
He said children at his congregation are often the only Jewish students at their schools, and a school-sponsored period for prayer would only worsen their feelings of alienation.
“Anytime religion and government mix, there’s a danger of signaling that this is what the state is promoting — which beliefs are normal, which ones are not,” Shulman told the Forward. “So when public schools, that are state institutions, promote this, it really changes the meaning of what ‘voluntary’ is.”
‘Exactly the right time’
School prayer advocates are explicit about their goal: They want the Supreme Court, which currently has a 6-3 conservative majority, to take up their case.
It’s unclear if the court will choose to weigh in. In November, the Supreme Court declined to hear an appeal in a case where a lower court had upheld a ban on broadcasting a pregame prayer over the loudspeaker at a high school football game.
But proponents of school prayer aren’t giving up. The Tennessee bill states that “the idea of separation of church and state departs from the religious liberty guaranteed by the Constitution of the State of Tennessee” and lists 11 Supreme Court decisions, including Engel, as examples of rulings that it says conflict.
“I think this is exactly the right time to have this issue brought back into the public square, both because our Supreme Court has, I think, more properly aligned in most recent decisions and because I think we just need to have prayer back in our schools,” Rep. Gino Bulso, the bill’s sponsor, told The Tennessee Conservative.
Meanwhile, Paxton has pledged to defend in court any school district that implements a voluntary prayer period.
For those who remember how fiercely Engel divided the country, a new showdown at the Supreme Court feels almost inevitable.
“I sit on tenterhooks all the time about seeing that somebody’s going to bring a suit saying that they have the right to have organized prayer in public schools. I would not be the least bit surprised to see a case — see the Engel case come up again in the Supreme Court,” Jonathan Engel, Steven Engel’s son, said in a 2023 documentary. “So we may have to fight this battle again.”
The post Proposed laws aim to test the Supreme Court’s ban on public school-sponsored prayer appeared first on The Forward.
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Gunmen Kill Three People and Abduct Catholic Priest in Northern Nigeria
A police vehicle of Operation Fushin Kada (Anger of Crocodile) is parked on Yakowa Road, as schools across northern Nigeria reopen nearly two months after closing due to security concerns, following the mass abductions of school children, in Kaduna, Nigeria, January 12, 2026. Photo: REUTERS/Nuhu Gwamna/File Photo
Gunmen killed three people and abducted a Catholic priest and several others during an early morning attack on the clergyman’s residence in northern Nigeria’s Kaduna state, church and police sources said on Sunday.
Saturday’s assault in Kauru district highlights persistent insecurity in the region, and came days after security services rescued all 166 worshippers abducted in attacks by gunmen on two churches elsewhere in Kaduna.
Such attacks have drawn the attention of US President Donald Trump, who has accused Nigeria’s government of failing to protect Christians, a charge Abuja denies. US forces struck what they described as terrorist targets in northwestern Nigeria on December 25.
The Catholic Diocese of Kafanchan named the kidnapped clergyman as Nathaniel Asuwaye, parish priest of Holy Trinity Catholic Church in Karku, and said 10 other people were abducted.
Three residents were killed during the attack, which began at about 3:20 a.m. (0220 GMT), the diocese said in a statement.
A Kaduna police spokesperson confirmed the incident, but said five people had been abducted in total and that the three people killed were members of the security forces.
“Security agents exchanged gunfire with the bandits, killed some of them, and unfortunately two soldiers and a police officer lost their lives,” he said.
Rights group Amnesty International said in a statement on Sunday that Nigeria’s security crisis was “increasingly getting out of hand”. It accused the government of “gross incompetence” and failure to protect civilians as gunmen kill, abduct and terrorize rural communities across several northern states.
A presidency spokesperson could not immediately be reached for comment.
Pope Leo, during his weekly address to the faithful in St. Peter’s Square, expressed solidarity with the victims of recent attacks in Nigeria.
“I hope that the competent authorities will continue to act with determination to ensure the security and protection of every citizen’s life,” Leo said.
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Israeli FM Sa’ar Stresses Gaza Demilitarization, Criticizes Iranian Threats in Talks with Paraguay’s Foreign Minister
Israeli Foreign Minister Gideon Sa’ar speaks next to High Representative for Foreign Affairs and Security Policy and Vice-President of the European Commission Kaja Kallas, and EU commissioner for the Mediterranean Dubravka Suica as they hold a press conference on the day of an EU-Israel Association Council with European Union foreign ministers in Brussels, Belgium, Feb. 24, 2025. Photo: REUTERS/Yves Herman
i24 News – Foreign Minister Gideon Sa’ar made the remarks on Tuesday during a meeting at the Foreign Ministry in Jerusalem with Paraguay’s Foreign Minister Rubén Ramírez Lezcano. The meeting included a one-on-one session followed by an expanded meeting with both countries’ bilateral teams.
Sa’ar told the media, “We support the Trump plan for Gaza. Hamas must be disarmed, and Gaza must be demilitarized. This is at the heart of the plan, and we must not compromise on it. This is necessary for the security and stability of the region and also for a better future for the residents of Gaza themselves.”
He also commented on Iran, saying, “I praise President Peña’s decision in April of 2025 to designate Iran’s Revolutionary Guards as a terrorist organization. The European Union and Ukraine have also recently done so, and I commend that. The Iranian regime is murdering its own people. It is endangering stability in the Middle East and exporting terrorism to other continents, including Latin America. The attempt by the world’s most extremist regime to obtain the most dangerous weapon in the world, nuclear weapons, is a clear danger to regional and world peace.”
Sa’ar added that Iran’s long-range missile program threatens not only Israel but other countries in the Middle East and Europe. “The Iranian regime has already used missiles against other countries in the Middle East. European countries are also threatened by the range of these missiles,” he said.
Lezcano praised his country’s decision to open an embassy in Jerusalem. “Paraguay’s sovereign decision to open its embassy in Jerusalem was made in faith and responsibly. It reflects the coherent foreign policy that we consistently and clearly hold with regard to Israel,” he said. He added that Paraguay “unequivocally and unquestionably supports the right of the State of Israel to exist and to defend itself,” a position reinforced after the October 7, 2023, attacks.