For many, New York City’s Christmas trees are a seasonal delight, but behind the festive façade lies a fiercely competitive, high-stakes business. The tallest, most impressive trees gracing Manhattan apartments or Brooklyn brownstones come at a steep price—and a fair share of drama that city shoppers rarely see.
Some vendors go as far as $400,000 into debt just to secure their stock. The hunt for the best trees—often sourced from farms in Oregon, Michigan, North Carolina, and Tennessee—is shrouded in secrecy. The exact locations are closely guarded trade secrets, and the short five-week selling window, from Thanksgiving to late December, puts extra pressure on sellers to maximize profits before time runs out.
Weather, economic conditions, or the arrival of big-box competitors like Home Depot can further complicate the rush, making resilience essential.
“We deal with everything,” said George Smith, 51, owner of NYC Tree Shop and one of the city’s top five sellers. “Weather—no one wants to buy a tree in the rain. The economy, transit strikes—we see it all firsthand because we’re on the front line.”
A new Amazon Prime Video documentary, The Merchants of Joy, streaming today, explores this high-pressure world. Directed by Celia Aniskovich, known for Fear City: New York vs. the Mafia and Surviving Jeffrey Epstein, the film introduces the city’s tree-selling elite and their fierce rivalries.
Alongside Smith, the documentary features George Nash, Jane Waterman, and Ciree Nash of Uptown Christmas Trees; Heather Neville, known as the NYC Tree Lady; “Little” Greg Walsh of Greg’s Trees; and Kevin Hammer of Evergreen East Trees, a nearly 50-year veteran.
For many, the path to the business began early. Smith’s entry was accidental: at age 12, after his bike was stolen on a grocery run in Bay Ridge, he approached a Christmas tree stand for help. The owner, “Big” Greg Walsh, offered Smith a job and a chance to earn a new bike through tips. The experience sparked a lifelong career in the city’s cutthroat holiday trade.
For others, the stakes were even higher. Decades ago, some sellers unwittingly crossed mafia-controlled tree territories, encountering extortion and theft—lessons that shaped the current generation’s approach to survival in the business.
Aniskovich said she was captivated by the personalities she encountered. “When you meet them, you see exactly who they are—passionate, determined, and authentic,” she said. “It’s magic in a bottle, and I had to capture it.”
Securing prime selling spots requires a sealed bid to the NYC Parks Department. Locations are revealed in group calls, often accompanied by colorful frustration when coveted corners go to rival families.
The seasonal grind demands round-the-clock dedication. Workers are brought in from across the country, often living on-site in trailers. “They get the full New York City experience while helping run the stands,” said Walsh, 22, continuing his family’s legacy.
Even after the holidays end, preparations for next year begin immediately. “You never actually stop doing Christmas,” Smith said. “January is about getting ready for next year. The documentary shows the hard work and dedication behind what people often take for granted.”
Despite rivalries and long hours, a sense of community persists. “If someone needs a tree or a stand, we call each other for help,” Walsh said. “Competition is fierce, but this is New York—it’s the greatest city in the world.”