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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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A course on the Yiddish proverbs collected through the An-Ski expeditions
אינעם קומעדיקן ווינטער־זמן פֿון די ייִדיש־קלאַסן בײַם „אַרבעטער רינג“ וועט מען הײַיאָר פֿירן דורך „זום“ אַן אייגנאַרטיקן מיני־קורס אויף ייִדיש: וועגן די אידיאָמען און שפּריכווערטער, וואָס דער סאָוועטישער פֿאָלקלאָריסט אַבא לעוו האָט געזאַמלט בעת זײַנע עקספּעדיציעס מיט ש. אַנ־סקין איבער מערבֿ־אוקראַיִנע פֿון 1912 ביז 1914.
דעם קורס וועט לערנען דער ייִדישער שרײַבער און רעדאַקטאָר פֿונעם אָנלײַן־זשורנאַל „ייִדיש בראַנזשע“ — באָריס סאַנדלער, און וועט זײַן געבויט אויפֿן יסוד פֿון יענע וועלטסווערטלעך און סאַנדלערס קאָמענטאַרן וועגן זיי.
דער קלאַס וועט זיך טרעפֿן יעדן דינסטיק פֿון 2:30 ביז 4:00, ניו־יאָרקער צײַט, אָנהייבנדיק פֿונעם 24סטן פֿעברואַר.
דאָס וועט זײַן צום ערשטן מאָל וואָס דער ברייטער עולם וועט האָבן צוטריט צו אַבא לעווס מאַטעריאַלן. דורך בליצפּאָסט האָט סאַנדלער דערציילט ווי אַזוי ער האָט באַקומען די זאַמלונג: נאָך דעם ווי אבא לעוו איז געשטאָרבן אין 1959 האָבן די העפֿטן מיט די ייִדישע אידיאָמען און ווערטלעך זיך געפֿונען אין דער רעדאַקציע פֿון „סאָוועטיש היימלאַנד“, און שפּעטער — אינעם אַרכיוו פֿונעם ייִדישן פּאָעט און פֿאָרשער חיים ביידער. נאָך ביידערס טויט אין 2003 האָט זײַן אַלמנה, יעווע ביידער, איבערגעגעבן די העפֿטן סאַנדלערן אין אַ קאָנווערט, וווּ ס׳איז מיט ביידערס האַנט געווען אָנגעשריבן „פֿאַר באָריס סאַנדלערן“.
ווי אַ צאָל אַנדערע זאַמלער אין אייראָפּע און אַמעריקע, איז אַנ־סקיס און אַבא לעווס אינטערעס צום ייִדישן פֿאָלקלאָר געווען פֿאַרבונדן מיט זייער איבערגעגעבנקייט צום „פֿאָלקיזם‟: זיי האָבן באַטראַכט די ייִדיש־רעדנדיקע פֿאָלקסמענטשן אין די שטעטלעך און דערפֿער ווי אַ שליסל צו שאַפֿן אַ נײַע וועלטלעכע אידענטיטעט, צוגעמאָסטן צו די שטאָטישע רוסישע ייִדן, אַזוי ווי זיי זענען אַליין געווען.
כּדי זיך צו פֿאַרשרײַבן אויפֿן קורס גיט אַ קוועטש דאָ.
דער אַרבעטער רינג וועט אויך פֿירן לענגערע קורסן אויף ייִדיש אינעם ווינטער־זמן. אָט איז דער אויסקלײַב:
• די ייִדישע קולטור־אינפֿראַסטרוקטור פֿונעם אַמעריקאַנער קאָמוניזם
• אונגעריש־ייִדיש צווישן די וועלט־מלחמות
• דער לשון־קודש־קאָמפּאָנענט אין מרדכי שעכטערס לערנבוך „ייִדיש צוויי“
• די דערציילונגען פֿון יצחק באַשעוויס
• דער אָנהייב פֿון מאָדערנעם ייִדישן טעאַטער: אַבֿרהם גאָלדפֿאַדען און די ערשטע אַקטריסעס אויף דער בינע
• שלום אַשעס ראָמאַן „אויף קידוש השם“
• מאַני לייבס סאָנעטן
• ש. אַנ־סקי, דער „בעל־תּשובֿה“ וואָס האָט פּראָוואָצירט אַ רעוואָלוציע אין פֿאָלקלאָר
• דאָס קול פֿונעם ייִדישן שרײַבער — רעקאָרדירונגען פֿון דערציילונגען און לידער פֿאָרגעלייענט פֿון די שרײַבער אַליין
• די קולטור־ירושה פֿון די ייִדישע שרײַבער אין אוקראַיִנע (1950ער ביז די 1980ער)
נאָך מער פּרטים אָדער זיך צו פֿאַרשרײַבן אויף איינעם אָדער מער פֿון די קורסן, גיט אַ קוועטש דאָ.
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White House Religious Liberty Panel Member Decries ‘Zionist Supremacy,’ Vows Not to Resign Despite Backlash
Carrie Prejean Boller speaks during a White House Religious Liberty Commission hearing on Feb. 9, 2026. Photo: Screenshot
Carrie Prejean Boller, a member of the White House Religious Liberty Commission, has vowed to combat so-called “Zionist supremacy” in the United States, sparking fresh outrage amid ongoing furor over her recent comments condemning the Jewish state and defending antisemitic podcaster Candace Owens.
“I will continue to stand against Zionist supremacy in America. I’m a proud Catholic. I, in no way will be forced to embrace Zionism as a fulfillment of biblical prophesy [sic]. I am a free American. Not a slave to a foreign nation,” Prejean Boller posted on the social media platform X on Tuesday.
Thank you all for the love and support I’ve received. I will continue to stand against Zionist supremacy in America. I’m a proud Catholic. I, in no way will be forced to embrace Zionism as a fulfillment of biblical prophesy. I am a free American. Not a slave to a foreign nation.
— Carrie Prejean Boller (@CarriePrejean1) February 10, 2026
The comments came on the heels of furor over Prejean Boller’s conduct during Monday’s hearing of the 13-member White House Religious Liberty Commission, which descended into a tense back-and-forth after she asked pointed questions about Israel’s policies and whether rejection of the Jewish state’s legitimacy should itself be labeled antisemitic.
The council was established by US President Donald Trump to examine religious freedom issues and was intended to focus on concrete challenges facing Jewish communities, including bias and harassment. Prejean Boller’s conduct, which included an impassioned defense of antisemitic personalities Candace Owens and Tucker Carlson, and her peddling of unsubstantiated claims that Israel has intentionally starved and murdered Palestinian civilians, raised alarm bells among pro-Israel advocates.
“I would really appreciate it if you would stop calling Candace Owens an antisemite,” Prejean Boller said to Seth Dillon, CEO of the political satire site Babylon Bee, during the hearing. “She’s not an antisemite. She just doesn’t support Zionism, and that really has to stop. I don’t know why you keep bringing her up, and Tucker.”
Owens, one of the country’s most popular podcasters, has spent the past two years spreading antisemitic conspiracy theories on her platform. She has called Jews “pedophilic,” argued that they oppress and murder Christians, and asserted that they are responsible for the trans-Atlantic slave trade.
Prejean Boller, a conservative activist and former Miss California, repeatedly pressed witnesses about Israel’s actions in Gaza and religious leaders on their views of Zionism, drawing audible boos from the audience and confusion from her colleagues. At one point she asked a Jewish activist if he would condemn Israel’s military response to Hamas’s Oct. 7, 2023, massacre across southern Israel, despite the hearing’s official focus on domestic antisemitism. Prejean Boller also donned a Palestinian flag pin on the lapel of her suit, telegraphing her support for the anti-Israel ideological cause.
“Since we’ve mentioned Israel a total of 17 times, are you willing to condemn what Israel has done in Gaza?” Boller asked Jewish activist Shabbos Kestenbaum.
During the hearing, she also accused Rabbi Ari Berman, president of Yeshiva University, of Islamophobia after he declared that anti-Zionism — the belief that Israel does not have a right to exist —is an antisemitic ideology. Berman argued that attempts to delegitimize the existence of the world’s sole Jewish state, while showing ambivalence toward the existence of dozens of Muslim states, indicates anti-Jewish sentiment.
Panel members repeatedly stressed that American universities and communities must do more to confront bias and ensure Jewish students can live without fear of harassment.
Members of the commission expressed visible surprise at Prejean Boller’s line of questioning and repeated downplaying of antisemitism. Kestenbaum took aim at Prejean Boller after she asserted that the young activist had conflated antisemitism with harboring anti-Israel sentiment.
“She decided that this should be a debate on Israel’s conduct in Gaza, which I’m not entirely sure how that affects American students being discriminated against,” Kestenbaum said, “given that there are hundreds of millions of Catholics, including some who are on this commission, speaking at this commission today, who would vehemently disagree with such a grandiose assertion.”
Spectators suggested that the hearing also spotlighted deeper fissures within the conservative movement. Prejean Boller’s impassioned defense of Owens and Carlson, who have spent the past few years peddling anti-Israel conspiracies, suggest that their narratives may be penetrating deeper into the Republican base. The hearing also raised questions about the White House’s vetting process for the commission.
A recent analysis by the Jewish People Policy Institute found that both Carlson and Owens dramatically increased the volume and intensity of negative content about Israel in 2025, with Owens also incorporating explicit antisemitic language and conspiracy narratives, including accusations of disproportionate violence and undue influence over US policy into her commentary.
Carlson, the former Fox News host whose podcast remains influential among conservative audiences, has in recent years amplified fringe voices, including figures such as white nationalist streamer Nick Fuentes. Carlson’s interviews have featured conspiratorial depictions of “Christian Zionists” as afflicted by a “brain virus,” and his platforming of extremists and Holocaust minimizers has drawn widespread condemnation from lawmakers and civil rights advocates across the ideological spectrum.
Some prominent conservative voices have demanded for Prejean Boller to resign or be removed from the commission, arguing that her views are counter to the mission of the initiative. Prejean Boller has repeatedly refused to relinquish her position, arguing that her Catholic faith does not allow for support of Israel and doing so would signal a surrender to “Zionist supremacy.”
However, conservative reporter and podcaster Laura Loomer stated that sources at the US State Department are pressing for the Trump administration to remove Prejean Boller from the panel.
“Carrie’s behavior is unacceptable and is not representative of the Trump administration’s values. We have asked the White House to take action,” Loomer posted on social media, attributing the quote to an unnamed State Department official.
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13-Year-Old Boy Brutally Assaulted in Paris in Second Antisemitic Attack in Less Than a Week
Tens of thousands of French people march in Paris to protest against antisemitism. Photo: Screenshot
In a shocking second antisemitic attack in less than a week, a 13-year-old boy in Paris was brutally beaten Monday by a knife-wielding assailant, prompting authorities to open a criminal investigation and step up security amid a rising tide of antisemitism.
On his way to a synagogue in Paris’s 18th arrondissement, the schoolboy was physically attacked by a group of five assailants who beat him, pressed a knife to his throat, called him a “dirty Jew,” and stole his belongings, the French news outlet Le Parisien reported.
According to the Paris prosecutor’s office, the victim was walking to a synagogue, clutching his kippah in his hand rather than wearing it for fear of being recognized, when five attackers confronted him; stole his AirPods, sneakers, and coat; and forced him to empty his pockets.
The boy also told authorities that he was shoved, punched in the face, and threatened with a knife to his throat before his attackers stole his belongings, shouting antisemitic remarks throughout the assault.
Local police have arrested and taken an 18-year-old suspect into custody after he was recognized during the assault by someone on a video call with the victim. The four other attackers remain at large as of this writing.
The prosecutor’s office has opened an investigation into armed robbery and armed violence, committed as a group and aggravated by discrimination, as authorities continue to work to identify and apprehend the remaining suspects.
This latest antisemitic attack marks the second such incident in less than a week, underscoring a growing climate of hostility as Jews and Israelis face a surge of targeted assaults.
Over the weekend, three Jewish men wearing kippahs were physically threatened with a knife and forced to flee after leaving their Shabbat services near the Trocadéro in southwest Paris’s 16th arrondissement, European Jewish Press reported.
As the victims were leaving a nearby synagogue and walking through the neighborhood, they noticed a man staring at them. The assailant then approached the group and repeatedly asked, “Are you Jews? Are you Israelis?”
When one of them replied “yes,” the man pulled a knife from his pocket and began threatening the group. The victims immediately ran and found police officers nearby. None of the victims were injured.
Like most countries across Europe and the broader Western world, France has seen a rise in antisemitic incidents over the last two years, in the wake of the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
According to the French Interior Ministry, the first six months of 2025 saw more than 640 antisemitic incidents, a 27.5 percent decline from the same period in 2024, but a 112.5 percent increase compared to the first half of 2023, before the Oct. 7 atrocities.
Last week, a Jewish primary school in eastern Paris was vandalized, with windows smashed and security equipment damaged, prompting a criminal investigation and renewed outrage among local Jewish leaders as targeted antisemitic attacks continued to escalate.