Documentary Review: ‘The Merchants Of Joy’

by | Nov 15, 2025 | Movies, Music Reviews | 0 comments


Greetings again from the darkness. The thing I love about documentaries is that so many tell stories that might otherwise not be told. Quite often, we don’t even realize there is a story to be told, which is the case with this latest from Celia Aniskovich about selling Christmas trees. If you’ve ever strolled the streets of Manhattan in December, then you know there’s no place like NYC at Christmas. Maneuvering through the mass of people becomes more challenging thanks to the street vendors lining the sidewalks selling Christmas trees. And there’s the story.

It turns out there are groups that own the tree stands. They are referred to as “the Five Families”, and each has found their own path to the sidewalk. The film introduces us to the five groups … well technically to four of them, as one (the largest), only appears via phone recordings instead of an on-camera interview. Each of these ‘frenemies’ recounts their own story: NYC Trees, Uptown Christmas Trees, the NY Tree Lady, and Greg’s Trees.

Aniskovich allows these stories to unfold in a naturalistic way (leading us to believe that quite a bit was edited out of the final version). Big Greg started his business at age 21, and now his son, Little Greg, has joined him. They also operate stands for roses and pumpkins in order to have business year-round. George (NYC Trees) was previously employed by Big Greg, and is quite a hustler in his own right – adding a carnival to his bag of tricks. Jane and George are from Vermont and have run Uptown Christmas Trees for 49 years. They are transitioning the business to their daughter Ciree, and have quite a colorful business motto! Heather is known as the NY Tree Lady, and despite a periodic show of nerves, she seems successful and quite charitable in her treatment of others.

These folks and their stories are so interesting that we don’t even feel a void with the refusal of big time Kevin Hammer (100 lots) to join in the documentary festivities. We hear about trade secrets and turf wars and mafia involvement, but mostly we hear from real people doing real work. It’s a bit surprising to learn of the emotional stress, but they each seem aware that they are selling moments in time and Christmas spirit … one tree at a time. Aniskovich was inspired by Owen Long’s article “Secrets of the Christmas Tree Trade” (The Epic Magazine & New York Magazine), and leaves us with Jane’s motto, ‘Sell the %^&&*(# tree!

Premieres at DOC NYC on November 14, 2025 and will stream on Prime Video beginning December 1, 2025

David Ferguson
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