A Slice of Holiday Competition
When you think of Christmas in New York City, your mind might drift to festive lights and cozy markets, yet the gritty reality of Christmas tree sales in the Big Apple is a world filled with rivalry and ambition. The new documentary The Merchants of Joy, directed by Celia Aniskovich, offers a captivating peek into this cutthroat arena. Adapted from Owen Long's insightful article in New York Magazine, the film provides a whimsical yet poignant look at five avid tree vendors as they gear up for the busiest time of year.
Character Studies that Sparkle
Through a blend of animated sequences and live-action interviews, Aniskovich masterfully depicts the vibrance of these characters. George Smith, a Brooklyn-born tree vendor, emerges as the film's standout. If Marty Scorsese were to create a holiday film, Smith would fit the bill as a character straight from Mean Streets. Despite his tough exterior, moments reveal a softer side, reflecting the complexities of these vendors' lives and their passion for their craft.
“I'm in the Christmas tree business; it's not a cakewalk, but if you love trees, it's the best job in the world.” – George Smith
Family Ties and Competitive Spirit
One of the most enchanting aspects of this documentary is how it intertwines personal stories within the competitive framework. Vendors often don't just compete against each other; they square off against family. Take George Nash and his daughter, Ciree Nash, for instance; their family bond adds a relatable layer of depth. Meanwhile, 'Big' Greg Walsh mentors his son Greg in a business that demands not just skill, but genuine love for the holiday spirit.
Alliances and Rivalries
The film does an admirable job of highlighting the humorous exchanges and playful rivalries among vendors. It seems that beneath the hustle, these characters possess a camaraderie—after all, there's a unique bond in striving for the same goal during such a frenetic season. Heather Neville serves as the documentary's quirky comedic relief, fondly talking about her side-business in exotic meats: “My dream is to sell beaver hot dogs.” Her trademark humor reminds us that while trees may be at the forefront, it's the individuals behind the vendors that truly bring holiday spirit alive.
Animation Meets Reality
Aniskovich deploys animation not merely as decoration but as a storytelling device, marrying whimsical charm with sharp observation. Adopting some classic stop-motion aesthetics reminiscent of Rudolph the Red-Nosed Reindeer, these segments provide levity and insight in equal measure. The balance between vivid visuals and deeper commentary allows viewers to savor not just the antics but the love and labor that goes into this seasonal business.
Conclusion: A Festive Narrative Worth Watching
The Merchants of Joy is more than just a documentary about holiday commerce; it's an exploration of community, rivalry, and festive spirit wrapped in a charming package. As we navigate the chaotic landscape of buying a Christmas tree, this film invites us to appreciate the hustlers in the streets, transforming what seems mundane into an art form. So, this holiday season, don't just buy a tree. Consider the blood, sweat, and joy that brings that evergreen wonder to your living room.
For those interested in experiencing this delightful exploration of NYC's holiday tree market, stream it on Prime Video, and embark on a journey rich with laughter and deep-rooted traditions.
Source reference: https://www.nytimes.com/2025/12/01/movies/the-merchants-of-joy-review-christmas-trees.html
