Cutthroat Christmas Tree Trade: NYC Families Battle for Holiday Dominance

As the holiday season approaches, five New York City families are engaged in a fierce competition to dominate the city's Christmas tree trade. The upcoming Prime Video documentary "The Merchants of Joy" offers an exclusive look into the high-stakes world of these tree business owners.

The documentary follows the families as they source, collect, and sell trees across the city. While their goal is to bring Christmas cheer to New Yorkers, the owners also enter an "extreme competitive mode" to secure the best trees and outmaneuver their rivals. One owner boasts, "You can't trust anybody in business. When I play, I play to win."

The tree sellers face numerous hurdles in their quest for holiday supremacy. They reveal that weather disruptions, mafia involvement, and even murder threats are common challenges in their industry. One owner candidly asks, "Who's to pay off the mafia?" while another sadly recounts, "There was a competitor murdered."

Despite the extreme pressures, the families remain determined to make the most of the brief five-week tree-selling season. As one owner reflects, "It all goes down to nothing at the end, so you might as well be happy." The documentary, executive produced by Ben Affleck, promises to offer a captivating glimpse into this little-known but cutthroat corner of the Christmas economy.