What is "The Merchants of Joy" documentary about?

The "The Merchants of Joy" documentary follows five New York City families who have spent years selling Christmas trees and are engaged in a fierce competition to dominate the city's holiday tree trade.

What challenges do the NYC Christmas tree business owners face?

The tree business owners face extreme hurdles like weather disruptions, mafia involvement, and even murder threats in their quest to sell the best trees in the city.

How long is the Christmas tree selling season for the NYC families?

The documentary reveals that Christmas tree owners have to make all their money in just five weeks during the holiday season.

Home / Arts and Entertainment / Cutthroat Christmas Tree Trade: NYC Families Battle for Holiday Dominance

Cutthroat Christmas Tree Trade: NYC Families Battle for Holiday Dominance

10 Nov, 2025

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Summary

Five NYC families compete fiercely to sell the best Christmas trees
Tree business owners face extreme hurdles like weather, mafia, and even murder
Owners describe the industry as an "extreme competitive mode" to win customers

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."