NYC Christmas Tree Sellers: Mafia Threats & Fierce Bidding Wars

Selling Christmas trees in New York City is a tradition fraught with challenges, as depicted in the documentary 'The Merchants of Joy.' Families who have long operated on busy streets recall a past riddled with danger, including mafia extortion and even murder, stemming from a fiercely competitive wholesale market.

This volatile environment saw the rise of major players like Kevin Hammer, whose rapid growth disrupted established networks, leading to industry conflicts. One seller recounts building Hammer's business, only to realize he was encroaching on organized crime wholesalers, resulting in threats and financial ruin for some.

Today, while the overt violence has subsided, sellers face new obstacles, primarily the city's sealed-bid auction system for street permits. This process creates its own rivalries, with families competing for desirable spots, underscoring the ongoing resilience required to spread holiday cheer in the Big Apple.