New York City, November 19, 2025
A new documentary titled ‘The Merchants of Joy’ highlights the challenges faced by Christmas tree vendors in New York City. Through the lens of five families in the business, it reveals issues such as organized crime, health battles, and fierce competition. Directed by Celia Aniskovich and produced by Ben Affleck, the film showcases the resilience of these small business owners who strive to bring holiday cheer despite numerous obstacles. The documentary premieres on November 14 and will be available for streaming on Prime Video from December 1.
The Hidden Struggles of NYC’s Christmas Tree Vendors
A new documentary captures the resilience of small business owners amidst tough challenges.
New York City has long been a hub of entrepreneurial spirit, and its Christmas tree vendors exemplify this steadfast determination. A new documentary, “The Merchants of Joy,” premiering at SVA Theatre on November 14, brings to light the intricate lives of five families who have been navigating the festive yet tumultuous Christmas tree business for decades. The film captures their relentless pursuit of holiday magic amid harsh realities, showcasing both their resilience and the time-honored tradition of providing joy in the community.
Directed by Celia Aniskovich and executive produced by Ben Affleck, this documentary provides viewers with an intimate glimpse into the lives of these small-business owners. It highlights not only their entrepreneurial challenges but also the broader implications for local economies and communities in New York City.
Documentary Overview
“The Merchants of Joy” dives into the complex world of Christmas tree vending, reflecting on the unique challenges these vendors face. The film aims to be more than just a documentary; it serves as an ode to persistence and the spirit of small businesses that continue to thrive against the odds. It will be available for streaming on Prime Video starting December 1.
Challenges Faced by Vendors
The documentary sheds light on several crucial challenges that vendors grapple with annually:
- Organized Crime: Instances of extortion and threats from organized crime groups have affected the livelihoods of Christmas tree vendors. These formidable pressures demand resilience and shrewd business acumen to navigate.
- Health Battles: Personal health issues, such as cancer, have impacted some vendors’ ability to operate effectively and maintain their longstanding familial traditions.
- Intense Competition: The competition among vendors is fierce, with many vying for prime street locations and the attention of customers amidst a backdrop of large retail alternatives.
Background Context
The Christmas tree business in New York City is more than just seasonal; it’s an enduring tradition that has persisted through generations. Vendors possess deep roots in their respective neighborhoods, bolstering community ties while contributing to local culture and joy. Despite rising costs and increased competition, these small-business owners persist, illustrating the resilience that fuels the entrepreneurial landscape of New York City.
A Celebration of Efforts
In a time where many businesses face mounting regulatory pressures and economic challenges, the stories highlighted in “The Merchants of Joy” serve as a reminder of what drives success in entrepreneurship: determination, community engagement, and the willingness to overcome adversity. These vendors are not just sellers of Christmas trees; they are integral parts of the urban fabric, enriching the lives of New Yorkers during the holiday season.
Conclusion
As we approach the holiday season, “The Merchants of Joy” will spotlight the dedication of these small-business owners and their contributions to New York City’s economy. It serves as a reminder to support local vendors and appreciate the effort and passion behind every tree sold. Whether attending the premiere or watching the documentary from home, viewers can celebrate the hard work and resilience that the Christmas tree vendors embody and which reflects the broader spirit of small business in the city.
FAQs
What is ‘The Merchants of Joy’ documentary about?
‘The Merchants of Joy’ is a documentary that explores the lives of five families who have been selling Christmas trees in New York City for decades, highlighting their challenges against organized crime, personal health battles, and intense competition.
When and where will ‘The Merchants of Joy’ be available?
The documentary is set to premiere at New York City’s SVA Theatre on November 14 and will be available for streaming on Prime Video starting December 1.
What challenges do Christmas tree vendors in New York City face?
Vendors face challenges such as organized crime, personal health issues like cancer, and intense competition in the market.
Key Features of ‘The Merchants of Joy’ Documentary
| Feature | Description |
|---|---|
| Focus | Five families selling Christmas trees in NYC |
| Challenges | Against organized crime, health battles, and competition |
| Director | Celia Aniskovich |
| Producer | Ben Affleck |
| Premiere | November 14 at SVA Theatre |
| Streaming | Available on Prime Video starting December 1 |
Now Happening on X
- @unseenfilms (November 15, 2025): “MERCHANTS OF JOY is a look at the five families who control most of the christmas tree sales in NYC. An intriguing film at @DOCNYCfest.” View on X
- @nahmias (November 12, 2025): “Things that are back, (allegedly): THE MAFIA* ‘Christmas Tree Business in NYC Dominated by Five Families Who Battle the Mafia, Cancer and Each Other (Exclusive)’ *cf NBA gambling scandal.” View on X
- @VIMOOZ (November 18, 2025): “Some might say that the Christmas season is just starting to begin, but for the families in the documentary The Merchants of Joy directed by Celia Aniskovich, it begins way earlier than expected. See trailer.” View on X
- @jeffreyatucker (December 23, 2024): “We should all do more to celebrate our local merchants. They connect the community through hard work, great risk, tremendous creativity, and service, and yet too often, they do not get the appreciation they deserve.” View on X
- @megsauer (December 22, 2021): “In case you needed festive, wholesome and just plain old good news today, the Christmas tree industry is thriving! Read on about this family-owned company that makes $1 million a year selling Christmas trees in NYC’s neighborhoods.” View on X
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Author: STAFF HERE NEW YORK WRITER
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