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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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Iranian Lawmakers Compare Trump to ‘Pharoah,’ Judiciary Chief Vows to ‘Punish’ US President
Cars burn in a street during an anti-regime protest in Tehran, Iran, Jan. 8, 2026. Photo: Stringer/WANA (West Asia News Agency) via REUTERS
Amid soaring tensions with the United States, Iranian lawmakers on Monday cast President Donald Trump as a modern-day Pharaoh and hailed Supreme Leader Ayatollah Ali Khamenei as Moses, framing the nation’s worst domestic crisis in years as a battle of biblical proportions.
During a parliamentary session, Iranian lawmakers vowed that Khamenei would “make Trump and his allies taste humiliation.”
“Our leader would drown you in the sea of the anger of believers and the oppressed of the world, to serve as a lesson for the arrogant world,” Parliament Speaker Mohammad Bagher Ghalibaf was quoted as saying by local media.
Ghalibaf also described the widespread anti‑government protests that have swept the country for weeks as an American‑Israeli plot and a “terrorist war,” claiming the unrest was being orchestrated to destabilize the state.
Tensions between Tehran and Washington have surged sharply in recent weeks, as Iranian security forces struggle to quell anti-regime protests and officials face mounting international pressure over the government’s brutal crackdown.
The nationwide protests, which began with a shopkeepers’ strike in Tehran on Dec. 28, initially reflected public anger over the soaring cost of living, a deepening economic crisis, and the rial — Iran’s currency — plummeting to record lows amid renewed economic sanctions, with annual inflation near 40 percent.
With demonstrations now stretching over three weeks, the protests have grown into a broader anti-government movement calling for the fall of Khamenei and Iranian President Masoud Pezeshkian and even a broader collapse of the country’s Islamist, authoritarian system.
On Sunday, Pezeshkian warned that any attempt to target the country’s supreme leader would amount to a declaration of war, accusing the United States of stoking mass protests that have thrown the nation into turmoil amid reports that Washington is weighing moves against the regime’s leadership.
“If there are hardship and constraints in the lives of the dear people of Iran, one of the main causes is the longstanding hostility and inhumane sanctions imposed by the US government and its allies,” the Iranian leader said in a statement.
The regime has escalated its threats following repeated statements by Trump, who has called for an end to Khamenei’s nearly four decades in power, labeled him “a sick man who should run his country properly and stop killing people,” and warned of possible strikes if the government’s brutal crackdown continues.
In response to Trump’s threats and mounting pressure, Iran’s judiciary chief, Gholamhossein Mohseni Ejei, has declared that authorities will seek to prosecute not only individuals accused of fueling the recent unrest but also foreign governments he blames for backing the protests.
“Those who called for it, those who provided financial support, propaganda or weapons — whether the United States, the Zionist regime or their agents — are all criminals and each of them must be held accountable,” Ejei told local media.
He even threatened to target Trump specifically.
“We will not abandon the pursuit and prosecution of the perpetrators of the recent crimes in domestic courts and through international channels,” the judiciary chief posted on the social media platform X. “The [resident of the United States, the ringleaders of the accursed Zionist regime, and other backers and supporters — both in terms of armaments and propaganda — of the criminals and terrorists behind the recent events are among the perpetrators who, in proportion to the extent and scale of their crimes, will be pursued, tried, and punished.”
Iranian officials have also dismissed Trump’s claims about halting execution sentences for protesters as “useless and baseless nonsense,” warning that the government’s response to the unrest will be “decisive, deterrent, and swift.”
Meanwhile, government officials have hailed victory over what they called one of “the most complex conspiracies ever launched by the enemies of” the country, while expressing deep gratitude to the “smart, noble, and perceptive” Iranian people.
However, the protests have not ceased, with violence continuing and tensions escalating.
The US-based group Human Rights Activists in Iran has confirmed 4,029 deaths during the protests, while the number of fatalities under review stands at 9,049. Additionally, at least 5,811 people have been injured the protests, and the total number of arrests stands at 26,015.
Iranian officials have put the death toll at 5,000 while some reports indicate the figure could be much higher. The Sunday Times, for example, obtained a new report from doctors on the ground, which states that at least 16,500 protesters have died and 330,000 have been injured.
The exact numbers are difficult to verify, as the regime has imposed an internet blackout across the country while imposing its crackdown.
On Monday, National Police Chief Ahmad-Reza Radan issued an ultimatum to protesters involved in what authorities called “riots,” warning they must surrender within three days or face the full force of the law, while urging young people “deceived” into the unrest to turn themselves in for lighter punishment.
Those “who became unwittingly involved in the riots are considered to be deceived individuals, not enemy soldiers, and will be treated with leniency,” Radan was quoted as saying by Iranian media.
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Former Biden Antisemitism Envoy Condemns Harris Campaign’s ‘Antisemitic Inquiry’ of Jewish Gov. Josh Shapiro
Pennsylvania Gov. Josh Shapiro delivers remarks at a bill signing event at Cheyney University, an HBCU in Cheyney, Pennsylvania, US, Aug. 2, 2024. Photo: Bastiaan Slabbers via Reuters Connect
The Biden administration’s deputy special envoy for combating antisemitism accused Kamala Harris’s 2024 presidential campaign of antisemitism following new revelations that the vetting process to determine her running mate for vice president involved grilling Pennsylvania Gov. Josh Shapiro, who is Jewish, on whether he was a “double agent” for Israel.
Jews should be “treated like any other American, regardless of religion, ethnicity, or race. That Gov. Josh Shapiro wrote that he was asked if he was a double agent of the world’s only Jewish state is an antisemitic inquiry,” Aaron Keyak, who also served as the “Jewish engagement director for the Biden-Harris presidential campaign in 2020, said in a statement.
Keyak suggested that Shapiro was “targeted by the staff of the presumptive Democratic presidential nominee” because of his religion, lamenting that the accusation represents a long line of incidents in which federal officials filling roles have “applied a double standard to American Jews during the vetting process.” He added that he had “personal experience” with being asked similar questions and that he has “heard from too many being asked similar questions over many years.”
The statement came after it was revealed that Shapiro was asked during the 2024 Democratic vice-presidential vetting process whether he had ever acted as a “double agent” of the Israeli government, a question he described as deeply offensive and emblematic of a broader problem in how pro-Israel views are sometimes treated in US politics.
In his forthcoming memoir, Where We Keep the Light, Shapiro reflects on being questioned by members of then-US Vice President Kamala Harris’s vetting team about his ties to Israel, including questions of whether he had ever communicated with Israeli intelligence or acted as a “double agent.” Shapiro writes that he immediately pushed back, telling the vetting aide that the question was “offensive” and echoed long-standing antisemitic tropes questioning Jewish Americans’ loyalty.
According to Shapiro, he was told the questions were standard procedure. But the governor, one of the Democratic Party’s most prominent Jewish elected officials, says the experience left him unsettled, particularly because of the historical baggage attached to such accusations.
Shapiro portrays the encounter as “unnecessarily contentious” and suggests in is memoir that no other candidate would be asked whether their faith or foreign policy views made them a secret agent of another country.
“Had I been a double agent for Israel? Was she kidding? I told her how offensive the question was,” Shapiro writes.
“Remus was just doing her job. I get it. But the fact that she asked, or was told to ask that question, by someone else, said a lot about some of the people around the VP,” the governor continues, referring to Dana Remus, a former White House counsel and member of the vetting team.
Shapiro claims that he felt bothered that the Harris team pressed him on his overarching worldview rather than the substance of his positions.
“It nagged at me that their questions weren’t really about substance,” Shapiro writes. “Rather, they were questioning my ideology, my approach, my world view.”
Shapiro also alleges that the Harris team asked whether he would be willing to apologize and walk back condemnations of pro-Hamas protesters on Pennsylvania college campuses. In the wake of Hamas’s Oct. 7, 2023, invasion of southern Israel, activists organized demonstrations celebrating the massacre and venerating the Palestinian terrorist group. Shapiro vigorously denounced the protesters, comparing them to the Ku Klux Klan. His response drew strong criticism from progressive corners of the Democratic Party, which accused him of harboring “anti-Palestinian racism.”
The controversy comes amid heightened political tensions in the Democratic Party over Israel following the Oct. 7 atrocities and the ensuing war in Gaza, which has intensified scrutiny of pro-Israel politicians, especially within progressive Democratic circles.
“The more I read about [Shapiro’s] treatment in the vetting process, the more disturbed I become,” Deborah Lipstadt, the former antisemitism envoy in the Biden administration, said in a post on X/Twitter. “These questions were classic antisemitism.”
Former longtime leader of the Anti-Defamation League Abraham Foxman echoed these condemnations on social media, calling the episode “very disturbing.”
“Aides focused on Israel to the extent he found it offensive. Something very troubling about our current political culture,” he wrote.
Shapiro ultimately was not selected as Harris’s running mate. Minnesota Gov. Tim Walz was chosen instead.
Harris, who served as vice president in the administration of former US President Joe Biden, lost the 2024 election to Donald Trump.
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‘Hands on Our Weapons’: Kataib Hezbollah in Iraq Threatens to Hit US Bases if Trump Strikes Iran
A vehicle carries the coffin of a commander from Iraq’s Kataib Hezbollah armed group who was killed in what they called a “Zionist attack” in the Syrian capital Damascus, during a funeral in Baghdad, Iraq, Sept. 22, 2024. Photo: REUTERS/Thaier Al-Sudani
Kataib Hezbollah, a US-designated terrorist group based in Iraq, has threatened to attack American military bases in the Middle East if President Donald Trump follows through on his threats to strike the Iranian regime in response to state violence against anti-government protesters.
“Kataib Hezbollah is part of the conflict between the United States of America and the Islamic Republic of Iran, and we will not stand on the sidelines. Our hands are on our weapons,” Abu Talib al-Saidi, a senior commander in the Iran-backed militia, told Shafaq News on Friday. He made the comments during a protest outside Iran’s embassy in Baghdad opposing Trump’s threats of military intervention against Tehran.
“During the 12-day war that America waged against Iran, there was a directive and mandate from [Iranian] Supreme Leader Ali Khamenei that we should not interfere in this war, but the situation now is completely different,” al-Saidi continued, referring to the Iran-Israel war last June, when the US struck Iranian nuclear sites following a devastating Israeli air campaign.
“The resistance’s missiles and drones are ready,” he added. “We have a high level of readiness and definitely in case the United States directs strikes on Iran, US bases in Iraq and neighboring countries will not be immune from our missiles and our planes.”
Kataib Hezbollah is part of Iraq’s Popular Mobilization Forces, a group of militias that are part of an official Iraqi security institution. According to the Washington Institute for Near East Policy, the Shiite terrorist group is “the premier militia in Iraq, operating under Iran’s direct command and fielding a wide range of cells responsible for kinetic, media, and social operations, some bankrolled by the Iraqi state.” The US government listed the organization as a Specially Designated Global Terrorist group on July 2, 2009, following a strike on troops in Iraq.
Al-Saidi’s warning followed repeated threats by Trump to target Iran in some manner in response to the regime’s deadly crackdown on protests, which began on Dec. 28 over economic hardships but quickly swelled into nationwide demonstrations calling for the downfall of the country’s Islamist, authoritarian system.
“We’re watching [the protests in Iran] very closely,” Trump told journalists aboard Air Force One on Jan. 4. “If they start killing people like they have in the past, I think they’re going to get hit very hard by the United States.”
The president’s top military advisers reportedly warned him that additional time would be needed to prepare for a potential attack on the regime.
On Jan. 11, Trump said that the US was willing to meet with Iranian officials and in touch with opposition leaders. Iranian Foreign Ministry spokesperson Esmaeil Baghaei said at the time that “the communication channel between our Foreign Minister Abbas Araqchi and the US special envoy [Steve Witkoff] is open and messages are exchanged whenever necessary.”
Two days later, Trump called on Iranian protesters to “take over your institutions” and suggested the US was prepared to take strong action against the regime.
“Iranian Patriots, KEEP PROTESTING – TAKE OVER YOUR INSTITUTIONS!!!” he posted on social media. “Save the names of the killers and abusers. They will pay a big price. I have canceled all meetings with Iranian Officials until the senseless killing of protesters STOPS. HELP IS ON ITS WAY. MIGA [Make Iran Great Again]!!!”
Last Wednesday, an anonymous US official told Reuters that the military had chosen to withdraw some personnel from military bases, a decision mirrored by the United Kingdom which pulled people from their posts in Qatar.
On Friday, Trump denied reports that pressure from Israel and Gulf Arab monarchies to reject a strike on Iran had influenced his decision not to strike yet. He told reporters on the White House lawn that “nobody convinced me. I convinced myself. You had yesterday scheduled over 800 hangings. They didn’t hang anyone. They canceled the hangings. That had a big impact.”
Khamenei and other Iranian officials have blamed Trump for the demonstrations.
The US-based group Human Rights Activists in Iran has confirmed 4,029 deaths during the protests, while the number of fatalities under review stands at 9,049. Additionally, at least 5,811 people have been injured the protests, and the total number of arrests stands at 26,015.
Iranian officials have put the death toll at 5,000 while some reports indicate the figure could be much higher. The Sunday Times, for example, obtained a new report from doctors on the ground, which states that at least 16,500 protesters have died and 330,000 have been injured,
Some Iraqi militia fighters, including members of Kataib Hezbollah, have reportedly aided the Iranian regime with the crackdown against protesters.