New York City, November 11, 2025

With the holiday season nearing, New York City’s Christmas tree industry confronts various challenges. A new documentary, ‘The Merchants of Joy,’ directed by Celia Aniskovich, reveals the stories of five families enduring mafia influence, health battles, and intense competition while preserving a cherished tradition. The film premieres at SVA Theatre on November 14 and will also stream on Prime Video starting December 1. It emphasizes the resilience and determination required to thrive in this seasonal market.

New York City Christmas Tree Business Faces Mafia Influence, Health Battles, and Intense Competition

Unveiling the Holiday Resilience in NYC

New York City – As the holiday season approaches, the Christmas tree industry in New York City stands as a bustling hub of entrepreneurial activity. However, beneath the twinkling lights and festive cheer lies a complex web of challenges faced by the businesses that provide these seasonal staples. A new documentary titled “The Merchants of Joy” not only highlights the enduring spirit of five key families in this industry but also sheds light on the myriad obstacles they navigate, from organized crime demands to personal health crises.

A Documentary of Determination

“The Merchants of Joy,” directed by Celia Aniskovich, takes viewers on an insightful journey through the lives of these five families entrenched in the Christmas tree business. The film presents a candid look at their operations, showcasing their tireless efforts to source and sell high-quality trees while grappling with external pressures and fierce competition. Each family’s story reflects a broader narrative of resilience, entrepreneurial innovation, and community contribution.

Challenges That Shape Their Narrative

The documentary reveals several significant challenges that the families face:

• Mafia Influence: Reports of organized crime involvement in the industry have led to demands for protection money, posing a serious threat to smaller businesses trying to operate in an already competitive market.
• Health Struggles: The emotional and physical toll that personal health issues, such as cancer diagnoses, can have on family members affects their ability to manage business operations effectively.
• Intense Competition: The competition in the New York City Christmas tree market is fierce, as families strive to offer the best products and services to attract customers during the bustling holiday season.

Rich Traditions and Local Heritage

The families highlighted in “The Merchants of Joy” are not just business operators; they are custodians of a tradition that has enriched New York City’s festive landscape for decades. Their enterprises contribute not only to their livelihoods but also to the community’s cultural fabric. The film offers a personal glimpse into their dedication and serves as a reminder of the vital role small businesses play in the local economy.

Documentary Release Information

For those eager to learn more about these families and the challenges they face, “The Merchants of Joy” will premiere at New York City’s SVA Theatre on November 14. It will also be available for streaming on Prime Video starting December 1. The film is an invitation to understand the hard work and determination that brings Christmas cheer to the city each year.

Support Small Businesses This Holiday Season

As consumers make their holiday purchasing decisions, supporting local Christmas tree vendors can have a substantial positive impact on the community. Engagement with these resilient entrepreneurs not only helps sustain their livelihoods but also fosters the spirit of cooperation and local pride in New York City’s rich economic landscape.

Frequently Asked Questions

What is “The Merchants of Joy”?

“The Merchants of Joy” is a documentary directed by Celia Aniskovich that explores the lives of five families who dominate New York City’s Christmas tree business, highlighting their challenges and resilience.

When and where will the documentary be available?

The documentary will 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 the families face in the Christmas tree business?

The families face challenges including mafia influence, health struggles, and intense competition in the market.

How long have these families been in the Christmas tree business?

The five families featured in the documentary have been integral to New York City’s Christmas tree industry for decades.

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Author: STAFF HERE NEW YORK WRITER

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